Public Relations Handbook (Media Practice)

✍ Scribed by Alison Theaker

• Year: 2001
• Tongue: English
• Leaves: 300
• Edition: 1
• Category: Library

✦ Synopsis

In this practical text, Alison Theaker successfully combines theoretical and organizational frameworks for studying public relations with examples of how the industry works in practice.Broad in scope, it traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationships with politics, lobbying organisations and journalism, assesses its professionalism and regulation, and advises on training and entry into the profession. It includes: interviews with press officers and PR agents about their working practices * case studies, examples, press releases and illustrations from a range of campaigns including Daewoo and the NSPCC specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology * over twenty illustrations from recent PR campaigns.In this successful handbook a detailed introduction to the theories and practices of the public relations industry is given.

✦ 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 24
Public relations, politics and the media......Page 35
Public relations and management......Page 46
Professionalism and regulation......Page 63
Strategic public relations......Page 74
Corporate communication......Page 76
Corporate identity......Page 85
Public affairs and issues management......Page 104
Business ethics, public relations and corporate social responsibility......Page 118
Stakeholder public relations......Page 130
Media relations......Page 132
Internal communications......Page 142
Corporate community involvement......Page 158
An introduction to financial public relations......Page 171
Public sector public relations......Page 184
Consumer public relations......Page 197
Business-to-business public relations......Page 210
Cause-related marketing......Page 220
IT sector public relations......Page 229
Shaping the future......Page 250
Changing media......Page 252
Research and evaluation PR grows up?......Page 264
Future challenges for PR......Page 276
Bibliography......Page 288
Index......Page 296