The public relations handbook

Free Download

Authors:

Edition: 2

Series: Media Practice

ISBN: 0415317932, 9780415317931

Size: 5 MB (5543515 bytes)

Pages: 377/377

File format:

Language:

Publishing Year:

Alison Theaker0415317932, 9780415317931

The Public Relations Handbook is a comprehensive and detailed introduction to the theories and practices of the public relations industry. It traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationship with politics, lobbying organizations and journalism, assesses its professionalism and regulation and advises on training and entry into the profession. The Public Relations Handbook combines theoretical and organizational frameworks for studying public relations with examples of how the industry works in practice. It draws on a range of promotional strategies and campaigns from businesses and consumer groups including Railtrack, Voice of the Listener and Viewer, Marks and Spencer, Guinness, the Prince’s Trust, Esso, Action Cancer and the Metropolitan Police. The Public Relations Handbook includes interviews with press officers and PR agents about their working practices; case studies, examples, press releases and illustrations from a range of campaigns from multinational corporations, local government, small businesses, and charities; specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology, and over twenty illustrations from recent PR campaigns.

Table of contents :
Book Cover……Page 1
Title……Page 4
Contents……Page 5
Notes on contributors……Page 8
Preface……Page 10
The context of public relations……Page 12
What is public relations?……Page 14
Public relations and communications……Page 29
Public relations, politics and the media……Page 43
Public relations and management……Page 59
Professionalism and regulation……Page 77
Strategic public relations……Page 92
Corporate communication……Page 94
Corporate identity……Page 106
Public affairs and issues management……Page 126
Business ethics, public relations and corporate social responsibility……Page 142
Stakeholder public relations……Page 156
Media relations……Page 158
Internal communications……Page 175
Corporate social responsibility in action: corporate community involvement and cause-related marketing……Page 194
An introduction to financial public relations……Page 216
Public sector public relations……Page 229
Consumer public relations……Page 243
Business-to-business public relations……Page 260
Using the internet effectively in public relations……Page 267
Shaping the future……Page 294
Changing media……Page 296
Research and evaluation – PR grows up?……Page 310
Future challenges for PR……Page 331
Coping with culture……Page 343
Bibliography……Page 358
Index……Page 371

Reviews

There are no reviews yet.

Be the first to review “The public relations handbook”
Shopping Cart
Scroll to Top