MTU Cork Library Catalogue

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Public relations for marketing professionals / Roger Haywood.

By: Haywood, Roger, 1939-.
Material type: materialTypeLabelBookPublisher: London : MacMillan, 1998Description: viii, 227 p. ; 24 cm. + pbk.ISBN: 033368477X.Subject(s): Public relations | MarketingDDC classification: 659.2
Contents:
Marketing: what business is all about The marketing perspective -- Public relations: the management of reputation Some public relations fundamentals -- Managing public relations The policies, the people, the planning -- Communications and issues audits The objective base for planning -- Public relations budget and resources Appointing and handling professionals -- Public relations direction Planning and writing the brief -- Setting performance criteria Developing and agreeing measurable targets -- Marketing: the diverse business discipline Public relations in marketing planning -- Marketing: the diverse business discipline Public relations in support of marketing implementation -- Marketing: international communications.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 659.2 (Browse shelf(Opens below)) 1 Available 00074328
Total holds: 0

Enhanced descriptions from Syndetics:

Public relations can make or break a company. A well-planned campaign can multiply marketing effectiveness, whilst badly managed public relations can destroy products...or even close companies! An experienced professional in the field of business communications, Roger Haywood shows how to improve marketing effectiveness through good public relations. Eminently practical, it provides numerous checklists and countless business examples - a 'must-read' book for any professional or student of marketing or public relations.

Bibliography: (pages 219-220) and index.

Marketing: what business is all about The marketing perspective -- Public relations: the management of reputation Some public relations fundamentals -- Managing public relations The policies, the people, the planning -- Communications and issues audits The objective base for planning -- Public relations budget and resources Appointing and handling professionals -- Public relations direction Planning and writing the brief -- Setting performance criteria Developing and agreeing measurable targets -- Marketing: the diverse business discipline Public relations in marketing planning -- Marketing: the diverse business discipline Public relations in support of marketing implementation -- Marketing: international communications.

Author notes provided by Syndetics

ROGER HAYWOOD is the creator of the concept of issues analysis and the world's leading strategist in this area, having carried out many fundamental issues audits for organisations as diverse as Amnesty International, chemical and pharmaceutical leader Aventis, Compaq Computers, the European Union, Rolls Royce and Sainsbury's. He has recently started a new careers guidance service at www.rogerhaywood.com. Previously he was chief executive of Issues Managers, a leading independent marketing and public relations consultancy and the original UK partner in the world's largest network of independent business communications consultancies, the Worldcom Group - which Haywood helped form and was the first non-American to chair. He is past president of the Chartered Institute of Public Relations and past chairman of the Chartered Institute of Marketing - the only person to have held both industry positions.

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