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The educational environment of the 1990's is characterized by increasing independence for schools in a more competitive climate. This book is intended to be of direct practical help to those involved in ensuring the long-term wellbeing of schools for the benefit of the pupils they educate. Its aim is to provide both an overview of the issues relating to external relations in schools and an insight into the organizational and planning systems that can be applied to dealing with them. In particul...

An interactive text for learning about public relations in the 21st century Dynamic Public Relations: The 24/7 PR Cycle is interactive text for learning, collaborating, and developing the knowledge and social media skills necessary to succeed in public relations in the 21st century. The text incorporates recommendations from the 2006 Commission on Public Relations Education, including ethics and transparency, digital technology, global implications and diversity. The book is full of real-wo...

In The Wages of Spin we hear first hand how spin-doctoring developed, from the man who is wrongly attributed with its invention. Only in 1990 did spin-doctors appear on the horizon. But, within a few years, they came to dominate and discredit the British political scene. They became an addiction which the body politic found difficult to break. No-one is better qualified to explain how British politics came to be blighted by this phenomenon than Bernard Ingham, who spent 24 years as a press offic...

Digital marketing and social media has had a significant impact on the way companies engage with potential customers when selling their products and services. Companies are now able to connect with their target audience in a way that makes people feel engaged in order to help them make purchasing decisions.This book covers topics that need to be addressed so that plans to achieve sales growth can be implemented successfully. These include:aAA c Creating a digital marketing strategyaAA c Using yo...

The Chasm Group is one of the world's leading high tech consulting practices, headed by best selling author, Geoffrey Moore, whose books, "Crossing the Chasm" and "Inside the Tornado" are required reading for anyone venturing into the high tech industry. Now Moore's partner, Paul Wiefels, analyses and clarifies the ideas covered in these bestsellers with a step by step field guide organized around three major concepts: How high tech markets develop; How to specify a winning market development st...

In an online and social media world, measurement is the key to success If you can measure your key business relationships, you can improve them. Even though relationships are "fuzzy and intangible," they can be measured and managed-with powerful results. Measure What Matters explains simple, step-by-step procedures for measuring customers, social media reputation, influence and authority, the media, and other key constituencies. * Based on hundreds of case studies about how organizations have us...

The accepted narrative of the interwar U.S. Navy is one of transformation from a battle-centric force into a force that could fight on the 'three planes' of war: in the skies, on the water, and under the waves. The political and cultural tumult that accompanied this transformation is another story. Ryan D. Wadle's Selling Sea Power explores this little-known but critically important aspect of naval history. After World War I, the U.S. Navy faced numerous challenges: a call for naval arms limit...

This unique and easy-to-use book offers a new paradigm to NGO managers in effecting policy change. Introducing corporate research and strategy tools such as market and organizational analysis, it goes on to apply these to case studies to exemplify the remarkable similarities between the NGO sector and the for-profit sector. Drawing on principles of corporate governance, the author presents a clear, step-by-step, hands-on approach to positioning one's cause effectively with stakeholders, policy-m...

Your career in the City starts here! A City career can mean a life in the fast lane, a monstrous salary and bonus package with an expense account to match. Or it could mean working in a grey suit in a grey organisation with a gold watch as the only bright spot on the horizon. If you want to succeed and have fun you need to know where to start, who's who in the profession of your choice and how to network. Good qualifications are a must in certain fields but in the City drive, enthusiasm and char...

This book is a departure from the traditional school public relations text. It not only provides a solid conceptual and research base in public relations for school leaders, it also demonstrates how these concepts can be practically implemented and put to good effect in the school systems. Exercises and concepts are drawn from school life. Concepts are presented, developed, and applied. Case studies that conclude most chapters are based on actual experiences.