Authored by Bircham Dyson Bell senior PA adviser Stuart Thomson and Pepsico director of corporate and government affairs Steve John, Public Affairs in Practice outlines the skills required to conduct a successful PA campaign.
The book explains how to devise an effective lobbying strategy, engage and communicate with politicians and other policy makers, and identify, motivate and engage stakeholders. It sets out ‘golden rules' of dealing with media, such as calling journalists when it suits their deadlines and understanding what reporters want from a story.
Part of the CIPR's ‘PR in practice series', the book also features case studies from CIPR award winners and includes tips from a range of PR professionals, such as Chime Communications chairman Lord Bell and APCO EMEA chief executive Brad Staples.
Thomson said the book aims to demystify the industry by explaining how it works and showing how PA can be beneficial for government and organisations alike.
He told PRWeek that failure to improve the industry's image by positioning it as a profession will result in ‘a rigidly regulated industry, with which no one will be happy'.
‘Make the industry into a recognised profession or the decision will be taken out of our hands,' he urged.
The book is published on 7 December by Kogan Page.