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The world's first study on the use of management tools in strategic communication, based on a survey among chief communication officers and communication managers with responsibility for strategy, steering or controlling in leading companies. It identifies the Top 12 tools for practitioners as well as the best-known and least known tools, and the satisfaction with different procedures. The relevance for implementing tools and knowledge gaps are shown, as are drivers influencing the use of management tools in communications. The study organized by Leipzig University and Lautenbach Sass complements research on the most popular management tools conducted by consultancies like Bain for more than a decade. Communication management tools are methods, procedures, standard processes and frame-works (thinking tools) for the analysis, planning, implementation and evaluation of communication activities in organisations, and for steering those processes. They are implemented according to a uniform scheme and can be used in a wide variety of situations. Management tools provide orientation and make everyday work easier by enabling practitioners to perform frequently occurring tasks in a uniform, routinized and comprehensible manner. Such tools are widely used in business management and management consulting. But what about corporate communications? To what extent do communicators use tools for analysing, planning, implementing and evaluating communication activities? The results show that there is still room for improvement. In addition to classic, more operational PR tools, more established management tools should be adapted. A toolbox tailored to your own needs is essential for the further development of the communications department – and for being recognized as a trusted partner by top management.

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Leipzig University - Chair of Strategic Communication

Progressive public relations agencies are rapidly modernising. They are embracing new skills in data, research and paid media, and are investing in creative teams. The public relations agency sector is strong. Profits are healthy in well-managed businesses, and the market overall is growing according to both the PRCA and ICCO. Innovation is everywhere in practice from freelancers through to the largest agencies. However one area in which there remains surprisingly little innovation is around billing models. The dominant structure continues to be fees charged on an hourly basis, albeit on retainer or project basis. These are the headline findings of this #FuturePRoof project on the future of the public relations agency, backed by ICCO and the PRCA. You'll find eight drivers of change in the agency business identified by this project, outlined in this report. We hope that you find it useful.

Exploring the public relations agency business | #FuturePRoof | ICCO | PRCA

Stephen Waddington

As Europe’s senior communications professionals scan the horizon for clues about the future of their role, their top concerns are how to ensure consistency of message across the organisation and how to cut through the information overload to be heard. Many communicators believe the answer lies in consolidation of communications functions to ensure alignment and impact. In order to capture what is top of mind in the shifting European communications arena, Brunswick and the European Association of Communications Directors (EACD) have partnered on a unique piece of research that included EACD members and other senior communicators across Europe. For more information please contact: Phil Riggins: www.brunswickgroup.com/people/directory/phil-riggins/

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PR theories

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This paper tackles the opportunities and challenges for our profession as we face up to modernity and the role of public relations in organisational management leadership. There is much said at conferences and events, and written on blogs and in traditional media, about the fundamental shifts taking place in the media and the impact on the business of public relations. These conversations focus on who (practitioners, agencies and communication teams), what (modernise public relations), why (media change and opportunity) and when (now) but very rarely how. This paper explores the how. It started out as a blog post ahead of speaking opportunities at the World PR Forum in Madrid, and the PRSA International Conference in Washington.

How to modernise a public relations agency or communications team

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Anatomy Of Public Relations For PR Playbook 3rd Edition

Strategic Counselor; Rowan University-Associate Professor, Ret.

2006 Report Of The Commission On Public Relations Education

Ken Kaplan

For the second annual edition of the Top 10 Research Insights for 2015, the Institute for Public Relations Board carefully selected from a range of public relations research topics. The Board comprises senior-level executives and leading academics who chose these ten studies based on their rigor of methodology, findings, relevance to practice and accessibility. The second edition encompasses research ranging from evaluating Millennials’ concern about reputation to studying diversity in the PR industry.

Top 10 Public Relations Research Insights of 2015

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Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill. To get a copy of this presentation, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com

Public Relations, Publicity and Corporate Advertising explained through examples

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