Videos
PRV001 – The Truth About A Crisis: Beyond Damage Control – Enhance Your Reputation – T. Craig Martin, APR, ABC, William N Curry, APR, 1996.
This presentation explores opportunities in a crisis, offers key strategies to use those opportunities to your advantage, and provides tools to implement those strategies. 59 min
PRV002 – Empowering Employees Through Involvement – Rosa M. Bunn, APR, 1989
This training session explores opportunities to design programs for change and growth by recognizing employees as your first and most important customer. Illustrated with “The VICE Squad,” a Coors Corporate Volunteer Program case history and winner of a Volunteer Action Award. 60 minutes
PRV003 – From Adversaries to Partners: The Community Relations Program – Tony M Shelton, APR, Allen B Caudle, Mary Anne Ford, 1996
See how an industrial plant truly became a partner with its community, resulting in a wealth of goodwill. You’ll learn practical benefits of focusing a community relations program on the immediate neighborhood. 56 min
PRV004 – As The World Turns: Managing A Global Reputation – Scott Meyer, 1997
This panel discussion explores trends, examples and challenges of reputation management in a global environment. The content provides valuable insights not only for global companies, but for any communications professionals who need to heighten their awareness of global issues.
PRV005 – Strategies for Dealing With Ethical Dilemmas – James E Lukaszewski, APR, Fellow, PRSA, Harvey W Greisman, Mitch Kozikowski, APR, Fellow PRSA, Ronald W Watt, APR,Fellow PRSA, 1991
Leaders from public relations firms and corporations explore methods of effectively dealing with ethical issues and cite examples of ethical dilemmas faced by public relations professionals. 58min
PRV006 – Business Savvy: A Mini-MBA Course for Public Relations Professionals – Robert Clark, 1992
To boost buy-in to public relations plans, it’s necessary to know how executive management views and approaches decisions. Add to the value you bring to the boardroom with this crash course in business basics. 60min
PRV007 – Public Relations Law – Gerhart L Klein, 1989
Improve your understanding of the key elements of law that apply to public relations activities, including copyrights and trademarks, confidentiality, financial reporting requirements, the right to privacy, the First Amendment, and more.
PRV008 – Customer Service Modeling: The Definitive Corporate Culture Change Technique – Stephen M Shivinsky, APR, 1994
Learn how to identify all of your customers, conduct baseline research, and write executive improvement plans that will allow you to reach your target markets. 57min
PRV009 – Public Relations 2001 – Daniel J Edelman, APR, Fellow PRSA, 1991
Based on his four decades in the practice of public relations, Edelman examines progress to date and provides an overview of the principal developments and opportunities that he foresees in the next millennium. 56min
PRV010 – Measuring the Bottom Line Impact of Public Relations – Thomas E Eppes, 1997
This program explores three new ways to measure public relations programs in today’s relationship management world of communications: behavioral, awareness, and tactical. Practical case studies are examined.
PRV011 – Effective Planning and Budgeting for Public Relations Programs – Mitch Kozikowski, APR, Fellow PRSA, 1988
Planning and budgeting are crucial elements of public relations success. This presentation offers techniques that can enhance your budget planning and implementation skills. 40min
PRV012 – Research as Part of the Process – Dr. Lloyd Kirban, 1990
Learn how to make research an integral part of the public relations programming process and a dependable tool for evaluation. Kirban discusses the correct use of research for public relations and public affairs, avoiding the episodic, ad hoc uses often reported in the past. 55min
PRV013 – How To Market Your CEO – James Fetig, APR, Susan Schaefer, 1996
Through a case study presentation of the Riverfront project, see how one organization successfully marketed its CEO. You’ll examine the criteria for defining objectives, positioning strategy, audience selection, and media training for your CEO. 58min
PRV014 – Environmental Communications: Dealing with Scientific Issues in an Emotional Arena – E. Bruce Harrison, APR, Fellow PRSA, Jonathan T. Holt, Thomas J. Koch, William J. Koch, APR, Fellow PRSA, 1993
World-class experts focus on the growing field of environmental communications: what makes it tick and the role it will play in the future. 58min
PRV015 – Behavioral Strategies To Lead Public Relations Through The Transitions of the ’90s – Patrick Jackson, APR, Fellow PRSA, 1990
Learn strategies to direct and strengthen your communications efforts so that you break through the clutter of over-communication and achieve positive behavioral results — including customer satisfaction modeling; constituency relations programs based on computerized opinion leader lists and network diagrams; behavioral research techniques; and organizational development and training methods. 60min
PRV016 – Expanding Public Relations Effectiveness with Marketing Programming – Lee Duffey, APR, 1996
Discover the how’s and why’s of building and managing an image and reputation via marketing fortified strategies. 53 min.
PRV017 – Media Training: Delivering Compelling Messages to Increasingly Media-Savvy Audiences – Debbie Wetherhead, 1998
This program provides effective interview delivery and control techniques, a series of do’s and don’ts, and recommendations about how to enhance a spokesperson’s presence and body language. Practical examples exemplify how to build media relationships while managing the media.
PRV018 – Focus on Focus – JD Rayburn, II, CPRC, Ph.D., 1995
Focus groups, as a means of obtaining primary research data, are becoming increasingly important to today’s public relations practitioner. Discover when to use a focus group, how to select and recruit participants, and how to ask the “right”questions in the right way, analyze the results and present the findings. 60min
PRV019 – Writing to Sell …Products, Companies, Ideas – Ann Wylie, 1995
Find out how to grab your reader’s attention and keep it for the long haul. Learn dozens of techniques for selling ideas through writing – from engaging the audience, to making information easier to read and understand, to leaving a lasting impression. 59min
PRV020 – Momentum Management: Leadership Secrets of Silicon Valley’s Most Successful Companies – Ron Ricci, 1997
Mr. Ricci has spearheaded the development of a marketing and communications strategy called Momentum Management. This strategy is rooted in a set of principles called the “Five Laws of Technology Marketing” that reflect the best practices of marketing and communication from Silicon Valley’s most successful companies. Mr. Ricci explains this new methodology for measuring market leadership and relates how these ideas are applicable to consumer and packaged goods products.
Books
PRB001 – Recognition, Gratitude And Celebration – Patrick Townsend & Joan Gebhardt, Crisp Publications, 1997
Here’s a new approach to the very important approach to the very important practice for saying “thank you” in the workplace. It’s not just being polite — it’s good business to say it, to mean it, to make it an integral part of how your organization works. (96 pgs)
PRB002 – Enterprise One to One: Tools for Competing in the Interactive Age – Don Peppers and Martha Rogers, Ph.D., Currency/Doubleday, 1997
Since the publication in 1993 of the international bestseller, The One to One Future, Don Peppers and Martha Rogers have been teaching companies how to achieve defendable competitive advantages in customer loyalty and unit margins. Peppers and Rogers show how companies can become true one to one enterprises. Learn how to improve customer retention, not just incrementally, but dramatically. Increase your share of each customer’s business. Protect and increase your unit margin despite the commoditization that has begun to infect businesses in every industry. Gain advantages from new technologies, instead of being threatened by them. (436 pgs)
PRB003 – Dealing Effectively with the Media – John Wade,Crisp Publications, 1992
This primer contains information necessary for the beginner to know. It is for virtually every person in business, regardless of profession, industry or the size of the organization. It provides the basic skills to be comfortable, confident and effective when dealing with any sector of the media at any level. Worksheets and chapter quizzes are included at the end of each section. (83 pgs)
PRB004 – Publicity and Media Relations Checklists – David Yale, NTC Business Books, 1996
Here is a rich source of ideas, short-cuts, and tips that helps make everyday publicity tasks less complicated and less time consuming. More than 50 checklists and model documents cover every publicity or media function likely to arise. Also includes publicity through little-used electronic media, such as CompuServe and Internet. (256 pgs)
PRB005 – Public Relations on the Net – Shel Holtz, AMACOM 1999,
Winning strategies to inform and influence the media, the investment community, the government, the public, and more! (321 pgs)
PRB006 – The AP Stylebook and Libel Manual – Christpoher French, Editor, Harper Collins Publishers, 1996
This is the journalist’s bible of style, usage, and rules of grammar and punctuation on over 156,000 terms. It includes a libel manual, and guidelines to the correct usage of business terms. This reference should share the shelf with your dictionary and thesaurus. (330 pgs)
PRB007 – Handbook for Public Relations Writing – Thomas Bivins, NTC Business Books, 1996
In this all new edition, Tom Bivins explains the craft and techniques of PR writing that can transform plain prose into attention-winning copy. New to this edition: sections on writing for the electronic media; using video press releases; building and maintaining a personal media-contact database; and working effectively with service bureaus. A concise and easy-to-use guide for experienced and aspiring public relations professionals. (344 pgs)
PRB008 – Top Dog – J.David Pincus and J. Nicholas DeBonnis, McGraw-Hill, 1994
Part novel, part business how-to, this book combines fact and fiction to emphasize a key message for the 90s; communication and leadership skills can make or break executive careers. This unique investigation into effective leadership also delivers eye-opeining results from ten years of research; a new, four-step model for effective CEO communications; and one-to-one exclusive interviews with top executives. (350 pgs)
PRB009 – Cases in Public Relations Management – Raymond Simon and Frank Winston Wylie, NTC Business Books, 1996
Here’s a unique way to sharpen your instincts as you explore alternative solutions to public relations problems. This thought-provoking collection of forty short cases invites you to grapple with specific problems — internal, external, practical, ethical — experienced by an organization. (438 pgs)
PRB010 – Public Relations in Health Care: A Guide for Professionals – Kathleen Larey Lewton, MHA, APR, American Hospital Association Publishing, 1995
An expert addresses the following topics: role of public relations in health care; organizing the function; shareholders and their stake in this unique industry; issue management; media; crises; and marketing communications –all within the context of the unique health care field. (270 pgs)
PRB011 – Guidelines and Standards for Measuring and Evaluating PR Effectiveness – The Institute for Public Relations Research and Education, 1997
In an attempt to begin to find a uniform ruler for measurement, a Public Relations Evaluation Summit was called in October 1996. This booklet, prepared by a task force from the Summit, is an attempt to establish guidelines for how to begin to agree on uniform ways to measure public relations by using the same measuring sticks. (23 pgs)
PRB012 – Guidelines for Setting Measureable PR Objectives – Institute for Public Relations, 1999
This Guidebook, created by the IPR Commission on PR Measurement and Evaluation, uses case studies to describe how to tie precise objectives to measures of program success. Also offers a key list of questions to help practitioners create more realistic and better-targeted goals linked to organizational objectives. (14 pgs)
PRB013 – Cases in Community Relations – PRSA 1998
Highlights of the research, planning , execution and evaluation of successful public relations programs condicted by some of America’s top corporations, associations, charitable groups and goverment bodies. Culled from the Silver Anvil competition archives, each handbook contains profiles specific to a function or activity with public relations or the complete collection of profiles from a particular year’s competition.
PRB014 – Profiles of Effective Corporate Giving Programs – E.B. Knauft, Independent Sector, 1985
This booklet is as valuable today as the day it was first printed. Based on a research study of 48 well-established corporate giving programs, Knauft examines procedures used in developing programs, giving ranges and components of excellent programs. (14 pgs)
PRB015- The Crisis Manager: Facing Risk and Responsibility – Otto Lerbinger, Lawrence Erlbaum Associates, 1997
Organized into four parts, this book provides a classification of seven crisis types and recommended strategies; supplements strategies with management performance tips; examines preventive action; and offers models for preparing crisis plans. (393 pgs)
PRB016 – How to Create Winning Employee Pubications – Patrick Williams, 1990, Joe Williams Communications, Inc.
Patrick Williams is one of the nation’s leading consultants, teachers, and writers on employee publications. This publication provides strategies for producing top-flight employee publications and his suggestions and approaches are based on reviewing over 50,000 publications annually as editor of the Ragan Report. (121 pgs)
PRB017 – How to Start Your Own PR Firm – Joan Gladstone, APR, Ed. Gillow, MBA PRSA, 1998
Based on the highly successful seminal series developed by PRSA member Joan Gladstone, APR, this 200-plus page how-to-manual tells you not only everything you need to know, but how to do it as well. It’s the first hands-on guide written by people who have started their own businesses for public relations practitioners who want to do the same. Some of the topics covered include: working from home, going solo or building a firm, billing rates, out-sourcing and finding advisors. (250 pgs)
