The central idea of this text is that PR skills will be an essential management tool in the new style of local government, in the late 1990s, for all managers. Each chapter takes the form of an analysis of theory, a consideration of this in the management context, together with several case studies and exercises. The chapters deal with: PR thinking; strategic thinking; dealing with the media; trading in the credibility marketplace; and persuasion, personal positioning and personal communication skills.

In the UK's current climate of budget cuts and policy changes, local government officials need to be aware of best practice in both broadcasting their services and responding to crises in their communities. Meanwhile, changes in the media - from the rise of social media, to web access for older consumers - present new challenges for local councils about how to best convey their key messages and protect their 'brand'. Full of expert advice, tools and case studies from a variety of sources, PR and Communication in Local Government and Public Services is a practical reference guide to delivering professional public relations for both communications and the delivery of local services. It offers a detailed analysis of the issues that are unique to this challenging and fast-moving environment, whilst reinforcing the importance of effective and meaningful communication to both local democracy and the planning and delivery of quality services. PR and Communication in Local Government and Public Services is also supported by a range of online resources, including case studies, appendices, and a bonus chapter on local authority publicity. About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.

This text is designed to help local government managers to develop a positive public relations strategy. It aims to help them to prevent the negative press coverage that is sometimes associated with local authorities and it covers all aspects of PR.

Drawing on research and practical experience, James L. Garnett offers public managers a new, more systematic and strategic approach to communicating with superiors, colleagues, and citizens; presents guidelines for effective communication; and furnishes practical tools for using this new approach.