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Public Relations in Asia Pacific: Communicating Effectively Acro
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物品細節
- 物品狀況
- Title
- Public Relations in Asia Pacific: Communicating Effectively Acro
- ISBN
- 9780470824306
- Subject Area
- Business & Economics, Social Science
- Publication Name
- Public Relations in Asia Pacific : Communicating Effectively Across Cultures
- Item Length
- 9.1 in
- Publisher
- Wiley & Sons, Incorporated, John
- Subject
- Public Relations, Sociology / General, Sales & Selling / General
- Publication Year
- 2009
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Item Height
- 1 in
- Item Width
- 6.4 in
- Item Weight
- 18.1 Oz
- Number of Pages
- 240 Pages
關於產品
Product Information
Public Relations in Asia Pacific reflects the growing professionalism in the practice of public relations in the world's fastest expanding economy. It is a carefully drawn road map, both strategically and tactically, for all manner of entities, for profit and not-for-profit on how to establish and maintain effective relationships with their numerous stakeholders. Particularly insightful are the many examples of public relations in action within the Asia Pacific region. It's a "must" read for those interested in public relations careers and those new to the profession; and it's a first-rate refresher for the established professional. -- Harold Burson, Founding Chairman, Burson-Marsteller Worldwide Mary Devereux and Anne Peirson-Smith have combined their considerable talents and experience to produce a bible of how public relations is--and should be--practiced in the Asia Pacific. One of its many virtues is that it debunks the myth that PR is just one long lunch hosted by caricature Svengalis and Spin Doctors. Rather, it sets the profession in a cultural context that will be valuable to those starting at PR 101, professionals and corporate executives who want to know how truth can be well told (with all due credit to McCann Erickson). -- Kerry McGlynn, Special Adviser, Corporate Communication Department, Cathay Pacific Airways As greater social pluralism, stakeholder influence and internet driven consumer sophistication and empowerment grow relentlessly across nearly all Asian societies, Public Relations in Asia Pacific is a timely guide to the critical role of good public relations. Clear, helpful and with a wealth of good examples of how best practice PR in action can make real and tangible contributions to governments, businesses, NGOs as well as to ordinary people, this is essential reading for anyone concerned with how to communicate well in the world's fastest growing economic region. -- Tim Sutton, Chairman Asia Pacific, Weber Shandwick In an increasingly globalized world, public relations practices and strategies become critical for organizations to communicate effectively to their diverse audiences worldwide. This book is therefore an extremely timely and relevant contribution to PR students and practitioners in the Asia-Pacific region as it provides not only a comprehensive overview of the essential concepts and skills of public relations but also specific case studies which illustrate tactical uses of public relations across a wide range of issues and countries. In my opinion, this book fills a major gap in the understanding of public relations concepts and practices and will constitute a fundamental resource for all those who aspire to excel within the field. -- Dr. Indrajit Banerjee, Secretary-General, Asian Media Information and Communication Centre (AMIC)
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0470824301
ISBN-13
9780470824306
eBay Product ID (ePID)
71993655
Product Key Features
Publication Name
Public Relations in Asia Pacific : Communicating Effectively Across Cultures
Format
Hardcover
Language
English
Subject
Public Relations, Sociology / General, Sales & Selling / General
Publication Year
2009
Type
Textbook
Subject Area
Business & Economics, Social Science
Number of Pages
240 Pages
Dimensions
Item Length
9.1 in
Item Height
1 in
Item Width
6.4 in
Item Weight
18.1 Oz
Additional Product Features
LCCN
2010-275344
Intended Audience
Scholarly & Professional
Table of Content
1. Asia Pacific - the New Hub of Public Relations Development? This chapter will focus on an introduction to the emergence and concept of public relations, its history in Asia Pacific and how the traditional models of communication need to be adapted to fit various cultural and geographical contexts. It will examine the ascendancy of public relations over other aspects of the promotional marketing mix in establishing corporate reputation.Also, we will introduce the concept of 'Generation Asia' in identifying existing and emerging stakeholders and will focus on the specific and unique needs of the Asian audience in terms of specific value systems and contingent aspirational needs. A new model of stakeholder needs will be devised specifically to reflect the requirements of the Asian consumer. In addition, we will examine how the majority of social and business communities have adapted to the digital age and are at the forefront of change. We will look at how this has impacted on the way they communicate, which is critical to the current and emerging practice of public relations. The POV will be supported by market research in Hong Kong. This will be a theme repeated throughout the book. 2. PR and Strategic Planning This chapter examines the strategic approach to public relations in terms of the need to take a planned approach examining the lifecycle of a public relations campaign at various stages of development.As today's organizations face deeper scrutiny and heightened expectations by the public, it is vital that it builds and protects its corporate reputation. This chapter discusses how organisation understand, manage, and enhance their perception by key stakeholders, and the role of the CEO as the chief communicator. 3. Connecting with the MediaThis chapter will provide an overview of media relations practices in various Asian countries, plus practical guidance on how to work with the media and prepare media materials. 4. PR and BrandingAs public relations is now getting the credit for successful brand building and for breathing life into the brand this chapter examines the evolution of PR's branding role and the wider relevance of relationship building between an organization and key audiences based on credible communication. 5. Consumer Marketing and Business MarketingAs all marketing communication starts and end with the consumer, this chapter features the ways in which public relations influences consumer purchasing behaviours and builds long term relationships across a range of industry sectors and from business to consumer and business to business. 6. Communicating a Corporate StrategyAs today's organizations face deeper scrutiny and heightened expectations by the public, it is vital that it builds and protects its corporate reputation. This chapter discusses how organisation understand, manage, and enhance their perception by key stakeholders, and the role of the CEO as the chief communicator. 7.The Role of Public Affairs in AsiaThis chapter looks at the practice of public affairs and lobbying and explains how organisations go about mobilising large public groups and communities, and make an impact on public opinion around issues and policies. 8. Managing Issues and Communicating in a CrisisAs one of the most important developing areas of pub
Copyright Date
2009
Dewey Decimal
659.2091823
Dewey Edition
22
Illustrated
Yes
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eBay 物品編號：315199137333
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