Authors: Theaker
ISBN-13: 9780415428026, ISBN-10: 0415428025
Format: Paperback
Publisher: Routledge
Date Published: February 2008
Edition: 3rd Edition
Alison Theaker runs a bespoke PR coaching service at www.thesparkuk.com. Prior to this she was Senior Lecturer at Marjon College, the College of St. Mark and St. John, Plymouth, UK and was formerly Scholar in Residence in the School of Marketing Communication at Emerson College, Boston, USA. She has been Head of Education and Training at the Institute of Public Relations as well as Principal Lecturer and Course Leader in Public Relations at Leeds Business School. She is a Fellow of the Institute of Public Relations and co-author of Effective Media Relations.
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, public and non-profit organizations including Devon County Council’s Don’t Let Devon Go To Waste campaign, Airbus, Somerfield, BT, the Alzheimer’s Society and Emirates Airlines. It is supported by a companion website at www.routledge.com/textbooks/9780415428026 which features international case studies and is updated quarterly.
The Public Relations Handbook includes:
• case studies, examples and illustrations from a range of campaigns from small and multinational corporations, local government and charities
• specialist chapters on fnancial public relations, internal communications and marketing public relations
• strategic overviews of corporate identity, globalization and evaluation
• a thorough examination of ethics and professionalism
• over twenty illustrations from recent PR campaigns
• a new chapter dealing with public relations for charities
• a completely revised chapter on dealing with the internet effectively.
1 | What is public relations? | 3 |
2 | Public relations and communications | 18 |
3 | Public relations, politics and the media | 32 |
4 | Public relations and management | 48 |
5 | Professionalism and regulation | 66 |
6 | Corporate communication | 83 |
7 | Corporate identity | 95 |
8 | Public affairs and issues management | 115 |
9 | Business ethics, public relations and corporate social responsibility | 131 |
10 | Media relations | 147 |
11 | Internal communications | 164 |
12 | Corporate social responsibility in action : corporate community involvement and cause-related marketing | 183 |
13 | An introduction to financial public relations | 205 |
14 | Public sector public relations | 218 |
15 | Consumer public reactions | 232 |
16 | Business-to-business public reactions | 249 |
17 | Using the Internet effectively in public relations | 256 |
18 | Changing media | 285 |
19 | Research and evaluation - PR grows up? | 299 |
20 | Future challenges for PR | 320 |
21 | Coping with culture | 332 |