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Public Relations for Asia [Hardcover]

Trevor Morris
3.5 out of 5 stars  See all reviews (4 customer reviews)
Price: 33.00 & FREE Delivery in the UK. Details
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Book Description

25 Oct 2007
This book is an essential read for anyone interested in Public Relations in Asia. Combining the latest in Public Relations theory with practical guidance on how to plan and structure a PR campaign and top tips on how to create successful PR campaigns, this book is also full of fascinating case histories from Asia and the rest of the world.

Product details

  • Hardcover: 248 pages
  • Publisher: Palgrave Schol, Print UK (25 Oct 2007)
  • Language: English
  • ISBN-10: 0230549411
  • ISBN-13: 978-0230549418
  • Product Dimensions: 24 x 17 x 2 cm
  • Average Customer Review: 3.5 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 2,091,970 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Trevor Morris is Visiting Professor in Public Relations at the University of Westminster,a Fellow of the PRCA and a non-executive chairman of several PR consultancies .He was formerly the CEO of Chime Public Relations, the UK's largest PR group.

In 2013 he was awarded the PRCA 'Mark Mellor' Award for Outstanding Contribution to the PR Industry

In over thirty years in the PR industry he has successfully built and sold a major PR consultancy with margins of 30%, been the CEO of the UK's largest PR group, worked for numerous major companies and organisations, been one of the three experts that reviewed communications capability at the Cabinet Office and Number 10 Downing Street and written and lectured extensively.

He is the co-author of four books:'PR Today: The Authoritative Guide to Public Relations', 'PR- a Persuasive Industry? Spin, Public Relations and the Shaping of the Modern Media', 'Public Relations for Asia' and 'Public Relations for New Europe', all published by Palgrave Macmillan.

Former colleagues range from Lord Tim Bell and David Hill (Tony Blair's Director of Communications) through to Rosie Boycott (journalist and broadcaster) and Sophie Rhys-Jones (The Countess of Wessex).

ENDS




Product Description

Review

'Lack of skilled talent is the largest single threat to the extraordinary growth of public relations in Asia.  "PR for Asia" is the go to sourcebook that addresses that skills gap.  It is a pragmatic guide, complete with intelligent analysis, proven as effective pr tools and useful examples from across the region.' - Paul Taaffe, chairman and chief executive of Hill& Knowlton worldwide

'Asia is the most exciting PR market in the world. This book not only critically analyses the nature and structure of PR now and in the future, but also offers a wealth of straight talking practical advice from how to write a PR plan to what to do when a difficult journalist rings you up.' - Danny Rogers, Editor, PR Week
 
'15 years ago a student from the People's Republic of China told me she wanted to understand 'why Western Companies need Public Relations managers'. Today the question would be 'how should Asian companies best use public relations.' This book is a much needed source of guidance on how PR can work in what are now the largest markets for many organizations.' - Gary Davies, Professor of Corporate Reputation, Manchester Business School, UK
 
'Morris and Goldsworthy offer a unique combination of top level industry and academic experience. Public Relations for Asia is a must for anyone interested in public relations.' - Chang Yiru, Editor, CCTV
 
'Asia looks set to experience the sort of astonishing growth in public relations that the West has recently experienced. Morris and Goldsworthy look set to accelerate that growth.' - Mike Waterson, Chairman, World Advertising Research Center
 
'The book, like the authors, is full of knowledge, experience and thought provoking ideas.' - Lord Tim Bell, Chairman of Chime Communications plc and former PR adviser to Prime Minister Thatcher

About the Author

TREVOR MORRIS is one of the UK's most senior PR practitioners and since 2005 a Visiting Professor at the University of Westminster, UK, where he teaches on a range of postgraduate and undergraduate programs. Formerly Morris was Chief Executive of Chime Communications Public Relations Group, the UK (and Europe)'s largest PR group, with some 250 employees. In nearly a quarter of a century in the industry he successfully built a major PR consultancy, worked for numerous major companies and government bodies and alongside most of the key players in contemporary PR. Morris has made countless TV, radio and newspaper appearances and maintains a high profile within the industry .

SIMON GOLDSWORTHY is Senior Lecturer in Public Communication at the University of Westminster, UK. He established London's first Master of Arts course in Public Relations and has since added the teaching of Public Relations to the University's well-known undergraduate media studies program. He has lectured to international audiences, including Johns Hopkins University and at the Sorbonne. His civil service career included three years at the Central Office of Information and press office work for a number of Government departments. He has also worked as a PR consultant in the private sector.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

3.5 out of 5 stars
3.5 out of 5 stars
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
3.0 out of 5 stars PR 101 1 Jun 2009
By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
In spite of its title, this book has lots to do with public relations, but very little to do with public relations in Asia. Alas, its brief analysis of Asian PR is oversimplified and vague. However, Trevor Morris and Simon Goldsworthy provide a nice introductory level text to the fundamentals and mechanics of public relations in general. After covering the basics and taking a brief look at various PR specialties, he outlines how to plan and strategize a campaign. He then describes the skills you need to write a press release or generate online material, and covers how to handle PR in a crisis. getAbstract recommends this useful primer to anyone entering PR, but notes that you shouldn't book your flights to Asia just yet.
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1 of 1 people found the following review helpful
Format:Hardcover
Having lived and worked for multinational public relations consultancies in Asia for more than eighteen years, I was naturally excited to see a book written on the subject. That was, until I read the book.

The book appears to have been written for an English audience, with quotes and snippets about Asia dropped in as an afterthought. Nearly all the examples relating to Asia come from PR Week magazine; it looks as though the authors did a search through the magazine's online archive - looking for anything relevant from PR Week's sister magazine in Asia, called Media.

Also, bearing in mind the authors' academic background, it is surprising and, frankly, inconvenient that none of quotations, examples or other source material are dated. For example, it is not possible to tell if a PR event cited took place in 2007 or 1997.

That said, this is an excellent and practical introduction to public relations - one I wish had been available when I was starting out. However - and sadly - the most Asian feature of this book is the illustration on the front cover, of Beijing's Birds Nest stadium.
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1 of 2 people found the following review helpful
5.0 out of 5 stars A fantastic source book 27 Nov 2007
Format:Hardcover
This book was recommended to me and was invaluable - lots of clear explanations and practical tips about the fundamentals of PR from people with a wealth of experience. It's a fantastic source book for building PR skills in these markets.
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1 of 2 people found the following review helpful
5.0 out of 5 stars Invaluable Advice 25 Nov 2007
Format:Hardcover
I read this book on a need-to-know basis - specifically, because over the last three years the Asian markets (especially China and India) have become increasingly important to our publishing company (we're UK-based, but involved in an international joint venture).
Personally, I found the 2nd section of the book, on Strategy and Planning, the most helpful, with the sub-sections on 'In-House or Consultancy' and on 'Crisis Management' potentially very useful. However, for anyone directly involved with PR, and especially if they're new to it, I would the suggest the 3rd section of the book, on 'PR Skills', will prove invaluable. It's split into numerous sub-sections, ranging from 'how to write a press release', 'how to do a media interview', and 'how to design an online press office', to 'how to plan and run PR events', and 'how to write and deliver a good presentation/speech'.
So, all-in-all, I thought it was a very insightful and informative analysis of PR for the Asian markets, and an exceptionally erudite blueprint of how to practice it.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.0 out of 5 stars  3 reviews
3.0 out of 5 stars PR 101 1 Jun 2009
By Rolf Dobelli - Published on Amazon.com
Format:Hardcover
In spite of its title, this book has lots to do with public relations, but very little to do with public relations in Asia. Alas, its brief analysis of Asian PR is oversimplified and vague. However, Trevor Morris and Simon Goldsworthy provide a nice introductory level text to the fundamentals and mechanics of public relations in general. After covering the basics and taking a brief look at various PR specialties, he outlines how to plan and strategize a campaign. He then describes the skills you need to write a press release or generate online material, and covers how to handle PR in a crisis. getAbstract recommends this useful primer to anyone entering PR, but notes that you shouldn't book your flights to Asia just yet.
5.0 out of 5 stars Public relations for Asia invaluable 10 July 2008
By A. Groves - Published on Amazon.com
Format:Hardcover
This book would be invaluable for practitioners wishing to expand their knowledge of PR issues and practice in Asia, alongside some insightful advice on both principles and specifics of successful PR.

It's easy to read and to refer to in sections. Recommended.
1.0 out of 5 stars Disappointing if you already know the basics of public relations 28 Feb 2008
By Globetrotter - Published on Amazon.com
Format:Hardcover
This book is a beginning primer for public relations, with only a few short examples set in Asia. Only one section - The Future of Public Relations in Asia has any real Asian specific content that can be used, and that is not robust. As a basic book on public relations for the new communicator, this book has some merit. If you are already a PR practitioner, and are looking for some information on how to tailor your programs for the Asian market, this book will be a big disappointment, and there will be nothing here you don't already know.
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