Public Relations Handbook Media Practice 1st Edition by Alison Theaker ISBN 0415213347 9780415213349

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Product details:

ISBN 10: 0415213347

ISBN 13: 9780415213349 

Author: Alison Theaker 

The Public Relations Handbookis 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 Handbookcombines 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 Handbookincludes interviews with press officers and PR agents about their 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:

1. What is public relations?

2. Public relations and communications

3. Public relations politics and the media

4. Public relations and management

5. Professionalism and regulation

6. Strategic public relations

7. Corporate communication

8. Corporate identity

9. Public affairs and issues management

10. Business ethics, public relations and corporate social responsibility

11. Stakeholder public relations

12. Media relations

13. Internal communications

14. Corporate social responsibility in action: corporate community involvement and cause-related marketing

15. An introduction to financial public relations

16. Public sector public relations

17. Consumer public relations

18. Business-to-business public relations

19. Using the internet effectively in public relations

20. Shaping the future

21. Changing media

22. Research and evaluation: PR grows up?

23. Future challenges for PR

24. Coping with culture

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Tags: Alison Theaker, Public Relations, Handbook, Media Practice