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The Public Relations Strategic Toolkit Paperback – 27 Jul 2012

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Product details

  • Paperback: 400 pages
  • Publisher: Routledge; 1 edition (27 July 2012)
  • Language: English
  • ISBN-10: 0415676487
  • ISBN-13: 978-0415676489
  • Product Dimensions: 17.4 x 2.3 x 24.6 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 349,252 in Books (See Top 100 in Books)
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Product description

About the Author

Alison Theaker has 30 years experience in public relations and taught public relations and integrated marketing communications in the UK and the USA . She is the author of bestselling textbooks The Public Relations Handbook (2012) and Effective Media Relations (2005). She is an elected Fellow of the CIPR and was its first Head of Education and Training. She has addressed conferences in the UK, USA and Australia about the future of the industry, developing teams and improving writing skills. She is now a PR coach for small businesses, running her own consultancy, The Spark, www.thesparkuk.com as well as being an accredited action learning facilitator.

Heather Yaxley is a hybrid public relations practitioner-academic, with over 25 years’ experience working in-house and a consultant. She is a CIPR Fellow and Accredited Practitioner as well as an honorary member and director of the Motor Industry Public Affairs Association Ltd. A lecturer at Bournemouth University, where she is studying for a PhD, Heather is also course director for the CIPR qualifications with Cambridge Marketing Colleges. She established Applause Consultancy in 2000 and has worked with clients including Nissan, Bentley Motors, Coca-Cola, npower renewables, Tata and General Motors. She is a PR pioneer in social media and can be found as Greenbanana in Twitter and other social networks.


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Format: Paperback
I received a review copy of The Public Relations Strategic Toolkit: An essential guide to successful public relations practice when it was first published in July. It has been sat on my desk at home ever since. Not because I haven't read it but because it's a very good book that I've regularly dipped into.

The Public Relations Strategic Toolkit by Alison Theaker and Heather Yaxley is a toolkit as the title suggests. The book is a mix of public relations theory, case studies and practical guidance. It provides a thorough grounding for anyone new to the industry and is an instant aide memoir for experienced practitioners.

Strategy sits alongside tactics and old with new. The book tackles the disintermediation of media and the shift to digital in a chapter on digital public relations but sticks to the fundamental principles of organisational engagement via the internet.

This is a textbook but not in the traditional sense. Theaker and Yaxley have a mix of academic and practical experience from careers as teachers and practitioners.

The Public Relations Strategic Toolkit is packed with insight from recent public relations campaigns and prompts for discussion and further information. Its 22 chapters and 480 pages cover the public relations profession, planning, corporate communication and stakeholder engagement.

The book is well produced. The bibliography and the index are first rate. If you're studying public relations you'll appreciate the exhaustive list of third party sources and if you're a practitioner the index will guide you quickly to the information that you seek.
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