CHAPTER 1 Public Relations in Asia Pacific.
You Can’t Just "Spin" an Issue or Do a "PR Exercise".
Labeling a Profession.
Exploding the Myths of Public Relations.
PR as a One-Stop Communication Shop.
Acknowledgment of Achievement.
Longevity and Sustainability of PR.
Locating Public Relations in the Asia Pacific Context.
Asia Pacific Model.
CHAPTER 2 Public Relations Strategy.
A Management Function.
A Worked Example.
CHAPTER 3 Connecting with the Media.
The Media and Democracy.
So What is Media Relations?
A Recipe for News.
Media Conferences and Briefings.
Letters to the Editor and Responses to Online Content.
VNRs, ANRs, and B-Roll.
Giving Good E-mail.
The Best Time to Contact a Reporter.
CHAPTER 4 Public Relations and Branding: PR as a Complete Brand-Building Toolbox.
Public Relations and Marketing Battle It Out.
All About the Brand.
A Holistic Public Relations Approach.
Branding the Bottom Line.
CHAPTER 5 Building and Defending Corporate Reputation.
Developing a Corporate Reputation Program.
CEOs in the Spotlight.
CHAPTER 6 Marketing to Asia Pacific Consumers and Businesses.
Mind Your Ps.
Diffusion of Information.
Value of the Brand in Asia.
CHAPTER 7 The Role of Public Affairs in Asia Pacific.
Public Affairs Explained.
Direct and Indirect Lobbying.
Elements of a Public Affairs Campaign.
Role of Government Relations.
Why We Need Public Affairs.
CHAPTER 8 Managing Issues and Communicating in a Crisis.
What Is Issues Management?
Facing a Crisis—The 30:70 Equation.
How Asia Used to Think.
Sacrificing the Short Term for the Long-Term Benefit.
The Three Phases of a Crisis.
CHAPTER 9 Talking to Ourselves.
Internal and Change Communications.
What Difference Will Communication Make?
The Critical Management of Organizational Change.
CHAPTER 10 Corporations Taking Responsibility.
What is Corporate (Social) Responsibility?
What is at Stake?
The Trust Bank.
Three Areas of CSR.
Partnership with Public Relations.
"Triple Bottom Line" Reporting.
The Four Principles of PR and CSR.
CHAPTER 11 The Big Three—Investor Relations, Healthcare Communications, and Technology Communications.
Investor Relations: Show Me the Money.
Treating the Communications Patient.
Turning Technospeak into Everyday Talk.
CHAPTER 12 The Digital Generation.
Everyone’s a Hack.
Meet Joe Blog.
Digital Media Tools.
Social Media Minefields.
Resistance is Useless.
CHAPTER 13 You’ll Never Walk Alone.
PR Comes into Its Own.
Revisiting PR as a One-Stop Shop.
CHAPTER 14 Measuring Achievement.
The ‘‘IOIO’’ Model of Measurement.
Advertising Value Equivalency (AVE).
An Integrated Approach.
CHAPTER 15 Future Trends for Public Relations in Asia Pacific.
Directions for Asia Pacific PR: Past, Present, and Future.