Full Description
The Public Relations Handbook, 6th edition provides an engaging, in-depth exploration of the dynamic and ever-evolving public relations industry.
Split into four parts exploring key conceptual themes in public relations, the book offers an overview of topics including strategic public relations, politics and the media; media relations in the social media age; strategic communication management; public relations engagement in the not-for-profit sector; activism and public relations; and the effects of globalisation and technology on the field. Featuring wide-ranging contributions from key figures in the PR profession, this new edition presents fresh views on corporate social responsibility, public relations and politics, corporate communication, globalisation, not-for-profit, financial and public sector public relations. The book also includes a discussion of key critical themes in public relations research and exploratory case studies of PR strategies in a variety of institutions, including Extinction Rebellion, Queen Margaret University, Mettis Aerospace, and Battersea Cats' and Dogs' Home.
Containing student-friendly features including clear chapter aims, analytical discussion questions, and key further reading throughout the text, The Public Relations Handbook is an ideal resource for students of public relations, corporate and strategic communications, and media studies.
Contents
Contents
Part 1 The context of public relations
What is public relations?
Sarah Roberts Bowman
Public relations and communications
Sarah Roberts-Bowman
Public relations, politics and the media
Sarah Roberts-Bowman and Gloria Walker
Public relations and management
Anne Gregory
Ethics, professionalism and regulation
Alison Theaker
Part 2 Strategic public relations
Public relations and corporate communication
Sarah Roberts-Bowman and Gloria Walker
Public relations and corporate identity
Emma Wood
Risk, issues and crisis management
Heather Yaxley
Public relations and corporate social responsibility
Antonio Marques Mendes
Measurement and evaluation
Mairead McCoy
Public relations and globalisation
Averill Gordon
Part 3 Stakeholder public relations
Media relations in the social media age
Philip Young
Internal communications
Liam Fitzpatrick
Financial communications
Annette Spencer
Public sector public relations
Susan Kinnear
Consumer public relations
Michael Frohlich
Business to business public relations
Loretta Milan
Public relations and engagement in the not for profit sector
Alan Anstead
Using new technology effectively in public relations
Heather Yaxley
Activism and public relations
Philip Young
Part 4 Shaping the future
Future challenges for public relations
Alison Theaker
