- Hardcover: 248 pages
- Publisher: AIAA; 2008 edition (25 Oct. 2007)
- Language: English
- ISBN-10: 0230549411
- ISBN-13: 978-0230549418
- Product Dimensions: 15.6 x 1.6 x 23.4 cm
- Average Customer Review: 3.5 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 3,825,874 in Books (See Top 100 in Books)
- See Complete Table of Contents
Public Relations for Asia Hardcover – 25 Oct 2007
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'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.
Top Customer Reviews
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.
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.
Most Helpful Customer Reviews on Amazon.com (beta) (May include reviews from Early Reviewer Rewards Program)
It's easy to read and to refer to in sections. Recommended.
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