Chris Skinner - Handbook of public relations
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SOUTHERN AFRICA
Oxford University Press Southern Africa (Pty) Ltd
Vasco Boulevard, Goodwood, Cape Town, Republic of South Africa
P O Box 12119, N1 City, 7463, Cape Town, Republic of South Africa
Oxford University Press Southern Africa (Pty) Ltd is a subsidiary of Oxford University Press, Great Clarendon Street, Oxford OX2 6DP.
The Press, a department of the University of Oxford, furthers the Universitys objective of excellence in research, scholarship, and education by publishing worldwide in Oxford New York
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Oxford is a registered trade mark of Oxford University Press
in the UK and in certain other countries
Published in South Africa
by Oxford University Press Southern Africa (Pty) Ltd, Cape Town
Handbook of Public Relations tenth edition
ISBN 978 0 199 05849 5 (printed book)
ISBN 978 0 199 07932 2 (ebook)
Oxford University Press Southern Africa (Pty) Ltd 2013
The moral rights of the author have been asserted
Database right Oxford University Press Southern Africa (Pty) Ltd (maker)
Previously published by Macmillan South Africa, Southern Book Publishers (Pty) Ltd and by International Thomson Publishing Southern Africa (Pty) LTD (1 86864011 6)
First edition published 1982
Fifth edition published by Oxford University Press 1999
Sixth edition published 2001
Seventh edition published 2004
Eighth edition published 2007
Ninth edition published 2010
Tenth edition published 2013
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted, in any form or by any means,
without the prior permission in writing of Oxford University Press Southern Africa (Pty) Ltd,
or as expressly permitted by law, or under terms agreed with the appropriate
designated reprographics rights organization. Enquiries concerning reproduction
outside the scope of the above should be sent to the Rights Department,
Oxford University Press Southern Africa (Pty) Ltd, at the address above.
You must not circulate this book in any other binding or cover
and you must impose this same condition on any acquirer.
Commissioning editor: Janine Loedolff
Project manager: Nicola van Rhyn
Proof reader: Tanya Paulse
Indexer: Tanya Paulse
Permissions investigator: Michelle Brink
Designer: Samantha Rowles
E-book styling: Trace Digital Services
Cover design: Sean Robertson
Image: iStockphoto
Acknowledgements
The authors and publisher gratefully acknowledge permission to reproduce copyright material in this book. Every effort has been made to trace copyright holders, but if any copyright infringements have been made, the publisher would be grateful for information that would enable any omissions or errors to be corrected in subsequent impressions.
We are most grateful to both our national and international colleagues for their individual contributions and suggestions for the new edition.
On the international front we have consulted with:
Dennis L.Wilcox PhD, Professor Emeritus/Public Relations, San Jose State University;
Toni Muzi Falconi , Italian, Senior Counsel Methodos and Adjunct Professor LUMSA (Vatican) and New York University (NWU),USA
Amiso M.George , Associate Professor of Journalism, Texas Christian University, Fort Worth Texas, USA
Dr Rubeena Cetin , Assistant Professor, College of Business Administration, American University in the Emirates, Dubai,UAE.
Rupert Kemp , Brand Finance, London.
On the local front we have consulted with a wide range of contacts who are specialists in their own fields
They included:
Adele Paulsen , Executive Director and the PRISA team for professional and industry related information
Africa Practice for information on consultancy practices
Angela Barter , CEO ,Green Public Relations for information on Green PR
Ann Marot , Business Development Manager, Floodgate Agencies for information on internal communications
Antoinette Short of Groundup-Media for the information on video
Brenda Eckstein of Brenda Eckstein International for information on the spoken word and business communication
Bridget von Holdt CEO of Inzalo Communication for information on the PRISA Consultancy Chapter, Communication Council, and PR Evaluation
Brent Simmons of GCIS for the contributions on Government and PR and Protocol
Cathy Findley , current PRCC Chairman for information on Employee Relations and the PRISA Consultancy Chapter
Cherise Shearer for her editorial and research contributions and support
Daniel Munslow , Director, Talk2Us for his insights into internal communication
David Sidenberg , Partner and Head of Strategic Consulting, and Rights Commercialisation, BMI Sports for his contribution to the sponsorship chapter
Dr Corne Meintjes ,University of Pretoria for her contribution to the Reputation and Stakeholder chapter
Irma Meyer MD of Executive Engagements for her chapter on Events management
James Seymour , CEO Durban KwaZulu Convention Bureau for information on conferences
Jane Smith for her editorial and editing skills in preparing for this edition
Jeremy Galbraith , CEO of Burson-Marsteller, Europe, Middle East and Africa for his PR/marketing analysis
Jeremy Sampson , Group Chairman, InterbrandSampson for his assistance with material for both the Corporate Image and Advertising chapters
Kathy Bennett , Sales Account Executive at Fishwicks for information on the printing industry
Sandy Andrew , Communication specialist, Direct Marketing Association of South Africa for the material on Direct Mail marketing
Karen Lotter for her information on social media, protocol and religious groupings in South Africa
Kate Skinner , Broadcast Researcher and Policy Analyst for her contribution to the media chapters in the book
Lesley Schroeder-McLean owner of Fuller Insight for her information on PR measurement
Mala Dorasamy , Marketing and Sales manager, ICC, Durban for information on conferences and seminars
Margaret Moscardi , Managing Editor, Communika, PRISA for information on internal communications and marketing
Maritha Pritchard for the section on Social Media pitfalls
Nelson Mandela Childrens Fund for their case study on the new hospital for the Promotions chapter
Nick Rockey , Editor CSI Handbook and Trialogue Publishers for their information on latest CSI trends
Professor Anske Grobler , Head:Communication Management Division, Department of Business Management, University of Pretoria for her input on stakeholder management
Professor Dewald van Niekerk , Director: African Centre for Disaster Studies, North West University (NWU) for details on his Institute and material on crisis communication
Professor Rembrandt Klopper for information on communication theory and practice
Professor Renitha Rampersad , Public Relations, DUT for information on international Public Relations and CSI
Sandra Millar , MD, NPO Development and Training for her contribution on CSI and fundraising
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