| Description |
1 online resource (242 pages) |
| Contents |
Public Relations in Asia Pacific: Communicating Effectively Across Cultures; Contents; PREFACE; CHAPTER 1: Public Relations in Asia Pacific; You Can't Just ''Spin'' an Issue or Do a ''PR Exercise''; Labeling a Profession; Exploding the Myths of Public Relations; PR as a One-Stop Communication Shop; Acknowledgment of Achievement; Longevity and Sustainability of PR; Model PR; Locating Public Relations in the Asia Pacific Context; Asia Pacific Model; CHAPTER 2: Public Relations Strategy; A Management Function; A Worked Example; CHAPTER 3: Connecting with the Media; The Media and Democracy |
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So What is Media Relations?A Recipe for News; Media Releases; Photographs; Media Conferences and Briefings; Media Interviews; Media Kits; Feature Articles; Op-Eds; Letters to the Editor and Responses to Online Content; VNRs, ANRs, and B-Roll; Giving Good E-mail; The Best Time to Contact a Reporter; CHAPTER 4: Public Relations and Branding:PR as a Complete Brand-Building Toolbox; Public Relations and Marketing Battle It Out; All About the Brand; A Holistic Public Relations Approach; Branding the Bottom Line; CHAPTER 5: Building and Defending Corporate Reputation |
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Developing a Corporate Reputation ProgramCEOs in the Spotlight; CHAPTER 6: Marketing to Asia Pacific Consumers and Businesses; Estranged Bedfellows; Mind Your Ps; Diffusion of Information; Brand Relationships; Value of the Brand in Asia; Business-to-Business Marketing; CHAPTER 7: The Role of Public Affairs in Asia Pacific; Public Affairs Explained; Direct and Indirect Lobbying; Elements of a Public Affairs Campaign; Role of Government Relations; Why We Need Public Affairs; CHAPTER 8: Managing Issues and Communicating in a Crisis; What Is Issues Management?; Facing a Crisis--The 30:70 Equation |
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Crisis LandmarksThe 5Cs; How Asia Used to Think; Sacrificing the Short Term for the Long-Term Benefit; The Three Phases of a Crisis; CHAPTER 9: Talking to Ourselves; Internal and Change Communications; What Difference Will Communication Make?; The Critical Management of Organizational Change; CHAPTER 10: Corporations Taking Responsibility; What is Corporate (Social) Responsibility?; What is at Stake?; The Trust Bank; Three Areas of CSR; Partnership with Public Relations; ''Triple Bottom Line'' Reporting; The Four Principles of PR and CSR |
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CHAPTER 11: The Big Three--Investor Relations, Healthcare Communications, and Technology CommunicationsInvestor Relations: Show Me the Money; Treating the Communications Patient; Turning Technospeak into Everyday Talk; CHAPTER 12: The Digital Generation; Everyone's a Hack; Social Media; Meet Joe Blog; Digital Media Tools; Social Media Minefields; Social Networks; Virtual Lifestyles; Resistance is Useless; CHAPTER 13: You'll Never Walk Alone; Toward Integration; PR Comes into Its Own; Revisiting PR as a One-Stop Shop; CHAPTER 14 Measuring Achievement; The ''IOIO'' Model of Measurement |
| Summary |
This book looks at the rapid expansion of professional public relations in Asia Pacific and discusses the foundational skills and experience required to navigate the cultural and geographical differences within the region in order to communicate effectively with stakeholders. The contents are both theoretical and practical, covering the core practices of public relations - public and government affairs, marketing communications, branding, media relations, corporate and financial communications, issues and crisis management, internal and change management, and corporate responsibility. The book |
| Notes |
Advertising Value Equivalency (AVE) |
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Print version record |
| Subject |
Public relations -- Pacific Area
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Public relations -- Asia
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BUSINESS & ECONOMICS -- Public Relations.
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Public relations
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Asia
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Pacific Area
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| Form |
Electronic book
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| Author |
Peirson-Smith, Anne
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| ISBN |
9781118179345 |
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111817934X |
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9781118179369 |
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1118179366 |
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1283401568 |
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9781283401562 |
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