The art of leadership through public relations : the future of effective communication / Patrik Schober.

Format:

Book

Author/Creator:

Schober, Patrik, author.

Language:

English

Subjects (All):

Public relations.

Leadership.

Communication.

Business.

Physical Description:

1 online resource (193 pages)

Edition:

1st ed.

Place of Publication:

Bingley, England : Emerald Publishing Limited, [2023]

Summary:

The book highlights the challenges that leaders in the field of public relations will face in the future and how to communicate effectively to achieve leadership success.

Contents:

Cover

The Art of Leadership Through Public Relations

The Art of Leadership Through Public Relations: The Future of Effective Communication

Copyright Page

Dedication

Table of Contents

About the Author

Foreword

Acknowledgements

Introduction

1. What Will an Authentic Communicator Look Like in the Future?

President Zelensky Showed Everyone What a Leader Looks Like

Paul Holmes

PR as a Discipline of Leaders

PR 4.0

Working With Data

Media Relations

Professional Ethics and Education

The Essential Steps to Become an Authentic Communicator of the Future

2. How Will Organizations Gain the Most Credibility in the Future?

People Want Brands to Create Stability in the World

Melissa Waggener Zorkin

Find Out How Stakeholders Perceive You

Get a Real World Picture of Your Reputation

How to Segment Stakeholders

Know the Difference Between an Image and a Reputation

We Need to Build Human Networks as the Foundation for Leadership

Matt Kucharski

Leaders Are Faces of Their Organizations

10 Reasons to Start Personal Branding

Building a Leader's Brand

The Essential Steps to Lead Through Credibility

3. Is Journalism the Next Big Thing?

Beware of the Next Big Shiny Thing

Juan Señor

Who Will Buy Expensive News?

Polarization and the Future Role of Owned Media

To Journalism Be a Good Business, PR Needs to Be Ethical

Helsinki Declaration

APRA's Seven Principles for Tackling Disinformation

The Essential Steps to Prepare for the Next Big Thing

4. How Do You Ensure That You Use the Most Effective Communication Channels to Achieve Leadership?

How to Ensure Your Storytelling Reaches the Next Generation?

Stefan Pollack

Storytelling Is the Way to Your Customer's Heart (and Brain)

How to Develop a Storytelling Campaign.

Ingredients of a Compelling Story That Inspires People to Take the Right Action

Data-Driven Storytelling - The Next Big Thing

Who Should You Reach First to Gain the Greatest Advantage

Use PESO MODEL™ to Prioritize Where and How You Communicate

How PESO Model™ Affects Media Relations

The Essential Steps to Achieve Leadership Through the Most Effective Communication Channels

5. How Will You Ensure Every Cent You Spend Turns Into a Leadership Dollar?

Just Because You Can Count It Doesn't Mean That It Matters

Richard Bagnall

Measure to Earn More Money

Communication Campaign Measurement Cycle

Setting the Right Goals for the Campaign

How to Achieve a Successful Campaign

Evaluate Your Campaigns and Eliminate FOFO

AVE is Not Suitable for Measuring Campaign Results Because

Outputs

Out-takes

Outcomes

Impact

Barcelona Principles 3.0

Lead Generation

Pricing According to the Value of PR

Cost vs. Value

The Essential Steps to Ensure Every Cent You Spend Turns Into a Leadership Dollar

6. How to Satisfy Stakeholders' Desire to Save the World?

Sustainability Becomes an Integral Part of Our Mindset

Scott Chaikin

Making Your Commitment to ESG an Ingredient for Leadership Success

How to Decide What 'Good' You Will Do

What Does Sustainability Reporting Bring You?

How Will Being Purpose-Driven Separate Leaders From the Rest?

Crispin Manners

Where to Find a Purpose

Polarization Has Created a New Reality for the PR Profession

Fred Cook

Future Leaders Will Engage With Social Issues

Social Polarization as a Challenge for Public Relations

Essential Steps How to Become a Leader While Saving the World

7. How to Make Your Workplace So Inspiring That It Attracts and Retains the Best Talent?.

If We Keep Looking for Talent in the Same Places, We Won't Be Able to Build a Better Industry

Rich Leigh

How to Solve the Problem of People Retention and Attraction

A Case Study: Motorola

How to Make Your Employer Brand Drive Retention and Attraction

Diversity, Equity and Inclusion Bring a Paradigm Shift

Imma Folch-Lázaro

The Growing Importance of DEI

Understanding Diversity (Problem) in PR

Reasons to Include Inclusion

How to Make Diversity, Equity and Inclusion Work

Useful Tools to Avoid Communication Fails

We Must Offer the Best Career Development and Inspiring Leadership

Alex Aiken

Show People You Care About Their Future

Plan for a People First Company Culture

Plan for Work Life Balance

Use the Great Reshuffle as an Opportunity

Essential Steps to Attracting and Retaining the Best Talents

8. How Will AI Change Your Potential for Leadership?

Roger Hurni

AI Will Affect Many Areas of Journalism

Embrace the Right Technological Tools in Public Relations

'Human as a Service'

Sara Polak

Welcome to the Cloud Civilization

Make Sure You Correctly Anticipate and Adapt to the Impact of Technology

Don't Be the Next Kodak

Existential Flexibility as a Sign of Leaders

Essential Steps How to Prepare for Existential Shift

9. Which Processes Will You Need to Change or Eliminate to Deliver More Value With Less Effort?

What Will Be 'Quality Communications' in 20 Years?

Juergen Gangoly

Make Sure You Formalize All Your Processes

Essential Steps to Get More Value for Your Organization From Communication

Conclusion: True Communications Professionals Will Help Prepare Their Organisation to Lead in the Future

Appendices

Index.

Notes:

Includes bibliographical references and index.

Description based on print version record.

Includes index.

Other Format:

Print version: Schober, Patrik The Art of Leadership Through Public Relations

ISBN:

9781837536306

1-83753-630-9