Public Relations and Strategic Communication

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Public Relations and Strategic Communication

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 416 p.
  • 言語 ENG
  • 商品コード 9780190304607
  • DDC分類 659.2

Full Description

The goal of Public Relations and Strategic Communication is to bring public relations and communication theories to life. Public relations is a hugely diverse profession in terms of its functions, publics and stakeholders. However, it is the multi-faceted nature of the profession that has resulted in it becoming an essential part of organisations in a range of industries. Advanced skills in relationship management, communication and reputation management are required in every organisation and have become even more important with the rapid evolution of digital technologies such as social media. Public Relations and Strategic Communication aims to educate readers about this ever-changing landscape through the clear explanation and practical application of theory.

Throughout this text, public relations and communication theories have been dissected, critically analysed and explained in clear language using contemporary Australian examples. Each theory is also demonstrated in its entirety, particularly focusing on how it underpins core public relations functions. This approach aims to teach public relations students theoretical concepts from a micro and macro level. The incorporation of interviews with industry practitioners also provides students with further insight into the realities of public relations and strategic communication as a profession.

Public Relations and Strategic Communication aims to make theory accessible and interesting by taking a storytelling approach to ensure readers remain engaged throughout their learning journey. The intention is that this text sparks with students an ongoing curiosity about public relations and communication theory and the profession overall.

Contents

1. Introduction: Public Relations and Strategic Communication in Global, Local and Transcultural Contexts2. Theorising Public Relations: An Historical Journey3. News Media and New Media: Storytelling, Content Curation and Creation4. Building Relationships with Audiences, Publics & Stakeholders: Public Relations as a People-Centred Practice5. Internal Communication and Reputation: (Net)Working Employees6. Change Campaigns: Public Opinion and Inspiration7. Community Events and Promotions: When Locals Rise8. What is Corporate Social Responsibility (CSR)?9. Political Communication: Public Affairs and Public Diplomacy10. Critical Practice: Issue, Crisis and Risk Communication11. The Profession Today: Law, Ethics, Reputation and Standards