The key institution in PR policies, standards and best practice, the Chartered Institute of Public Relations [CIPR] is the professional body for PR practitioners in the UK. In this anthology of 20 essays edited by CIPR President Stephen Waddington, leading chartered practitioners highlight the shift to professionalism in the profession and address current topics such as the quantification of results in PR, internal communications, freedom of information, global communication and more. The essays discuss the shift to the open organization, the application of best practice in different markets and the impact of globalization, and offer reflections on the fundamental theories of PR and their application to modern practice.
Table of Contents:
‧ The shift to the open organization – the application of public relations within every area of a modern organization
‧ Developing areas of practice – an exploration of the opportunity in developing areas of public relations
‧ The application of best practice in markets – an analysis of the application of public relations in different markets
‧ International – the impact of the globalization of markets on public relations
‧ Reflections – an examination of the fundamental theories of public relations and their application to modern practice
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