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About the authors=vii
Foreword / by Anne Gregory=viii
Acknowledgements=x
01. The communicating council=1
The development of local government public relations=3
From public relations to reputation guardians=7
Information, publicity and the law=9
Publicity Code breaches=13
Getting the basics right=15
02. The communication team=18
The team's responsibilities=19
Shaping the team=22
Leadership=31
Professionalism=35
Political nous=36
Measuring performance=38
03. Communicating strategically=47
Research=48
Reputation campaign=49
Internal communication=50
Strategy=50
Developing a communication strategy=54
The practicalities=60
All communications should be strategic=72
04. Communicating and engaging with citizens=74
Councils and councillors=78
Public consultations=83
Local referendums=92
05. Communicating with the council customer=96
My council, total place, customer insight, reputation guide=98
Why are you communicating?=101
Using all channels=101
Sharing best practice=102
Customer charters=103
Customer services=106
The council tax leaflet=108
Council publications and A-Z guides=109
The council website and online information=113
Equality in communication=116
Can there ever be too much information?=119
Two-way communication and the all important feedback=120
Monitoring and evaluation=120
06. Communicating with employees=122
Defining communications with employees=122
Identifying internal publics=125
Voice : staff at the heart of internal communication strategies=127
Voice : hearing what staff have to say=127
Voice : internet gives opportunities=129
The crucial role that managers play=129
Channels of internal communication=130
Engaging staff and employee surveys=132
Inside out and outside in=135
Creativity=135
Evaluation=136
Case studies=136
07. Communicating as partners=142
Local partnerships=144
Regional partnerships=146
National partnerships=146
Partnership work : the challenges and opportunities=147
08. Communicating a campaign=156
Planning the PR campaign=158
09. Communicating with the media=171
Changing media landscape=173
Real life TV documentaries=176
Local television=177
Social media and journalists=178
The media toolkit=181
10. Communicating in a digital world=197
Digital communication : moving beyond the tools towards the method=198
Social media evaluation=205
The impact of social media on organisational approach=206
The future=207
11. Communicating in a crisis=211
Issues management=212
Risk assessment=213
Emergency planning=213
The role of digital communication=219
Traditional channels of communication : direct communication matters=221
Post-crisis communication=221
12. Communicating the council brand=224
The visual identity=225
The behavioural and communicative identity=226
Conclusion=235
13. Communicating and promoting place=237
Place promotion is not new=237
After the riots : I love Hackney and Manchester campaigns=238
Glasgow's Miles Better=241
Event and place promotion=243
Essentials of place branding=246
14. Communicating with confidence=255
1. Embrace change=258
2. Engage locally=259
3. Elevate leadership=260
4. Emphasise brand and reputation=261
5. Embed public interest=262
Appendices
Appendix 1. The code of recommended practice on local authority publicity in England (2011)=263
Appendix 1a. The code of recommended practice on local government publicity (1988)=269
Appendix 2. Performance Framework=277
Appendix 3. Chartered Institute of Public Relations Code of Conduct=282
Appendix 4. PR 2020 : The future of public relations=285
References and further reading=286
Index=303
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출판사 책소개
In the UK's current climate of budget cuts and policy changes, local government officials need to be aware of best practice in both broadcasting their services and responding to crises in their communities. Meanwhile, changes in the media - from the rise of social media, to web access for older consumers - present new challenges for local councils about how to best convey their key messages and protect their 'brand'.
Full of expert advice, tools and case studies from a variety of sources, PR and Communication in Local Government and Public Services is a practical reference guide to delivering professional public relations for both communications and the delivery of local services. It offers a detailed analysis of the issues that are unique to this challenging and fast-moving environment, whilst reinforcing the importance of effective and meaningful communication to both local democracy and the planning and delivery of quality services. PR and Communication in Local Government and Public Services is also supported by a range of online resources, including case studies, appendices, and a bonus chapter on local authority publicity. About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.MARC 보기
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