By Jim Dunn

ISBN-10: 1854181874

ISBN-13: 9781854181879

Written with wit and perception, this number of pocket-sized enterprise method books leads managers and staff on a trek to good fortune. Designed in an easy-to-navigate layout just like a trip publication, each one Pocketbook supplies an introductory evaluate of a unmarried subject, by means of 15-20 sections describing specific elements of that subject intimately. every one part is punctuated with precious checklists to maintain readers on the right track. either the businessperson with adventure in addition to the executive simply beginning out will reap the benefits of those considerate and well-researched publications.

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16 P R T EC H N I Q U E S T H AT WO R K 17 THE ROLE AND FUNCTION OF A PRO The case for in-house PR Appointing an in-house PRO is becoming commonplace among large companies and organisations aware of the need to communicate effectively and creatively with the public and their own workforce. The advantages of doing so are obvious, not least the fact that the PRO is on hand most of the time to respond immediately to management’s requests or briefings, and by being involved day-to-day in the company’s operations can be totally familiar with all the developments taking place and all the areas lending themselves to promotion.

Update your library regularly. Keep track of colour photography requirements. It is essential that the PRO should use a reliable photographer who can be on call at any time. If in doubt, your local newspaper photographers are often willing to undertake freelance work, and it may well be worth contacting the picture desk at your local paper. The whole area of photography is considered in Chapter 7. Biographies and how to write them Biographies and appointment releases should be short and concise.

Question who they know in the media 5. Question what success they have had in the PR field in the past 6. Ask to meet the account director(s) who will work with you 7. Talk to the media yourself for recommendations of consultancies you should see. Your trade media will be a good barometer in this area 8. See no more than three consultancies. If you can’t make up your mind after seeing three, you never will 9. Suck it and see… working with any consultancy in the early stages is always an experiment.

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