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CONTENT
1. Why does PR matter?
- How is your organisation perceived?
- Raising your profile
- Day to day concerns
- Launching a campaign
- Start sooner not later
- Fundraising
2. Who is your audience?
- The public as stakeholder
- Your members/clients/users
- The media – print, radio, TV national and local
- Opinion formers, MPs, Lords
- Local government/health service/other public agencies
- Other funders
3. Where does PR fit in the organisation?
- The departmental structure
- Access to the chief executive
- You may be “the department”
- Internal communication
- External communication
- Knowledge is power
4. Why chief executives matter
- Providing leadership
- Your media skills count
- Providing appropriate resources
- Give it time
- Planning for the long term
5. How to conduct your own PR audit
- Who does what?
- How can I improve our PR?
- Involving the whole organisation
- Why seniority counts
- Moving forward
6. How to promote your cause
- Proactive PR
- Reactive PR
- What works?
- Who should I talk to?
- Starting in time
7. The importance of creativity
- Don’t be boring
- Why bother?
- Messages take time to spread
- Research counts
- Ideas that work
- Celebrities
8. Enlisting the support of others
- The trade press
- National journalists
- Local journalists
- Government departments and local authorities
- Considering other partners
9. How agencies can help
- Where to go for help?
- How much should I pay?
- What support is best?
- Mentoring your team
- Who does what?
10. When should I begin?
- Why not now?
- Recruiting your PR team
- Using your contacts
- Devising your message
- Are you all on message?
- Remember
11. Case studies
- Fighting for equality
- Caring for social workers
- Watching government investments
- The right strategy?
12. Useful web addresses
and 55 point chief executive action list
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