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Full Description
This new and fully-updated second edition of this acclaimed textbook offers a guide to public relations, spanning all aspects of PR work, including fashion, event management, crisis communications, politics, celebrity PR and corporate communications, and takes account of the rapid change in the PR industry. It It combines essential practical guidance with a thought-provoking analysis of this exciting but enigmatic industry, its ethical dilemmas and the role it plays in the contemporary world—not least its controversial but crucial relationship with the media.
PR Today offers a fresh, lively and realistic perspective on its subject, based on the authors' rare combination of international top-level experience, insider knowledge and years of teaching and writing about PR. It will be invaluable for students taking public relations at undergraduate and postgraduate levels and essential reading for those seeking to start a career in this dynamic, fast-growing profession.
New to this Edition:
- Content has been fully updated throughout to ensure up-to-date overview of the topics at hand
- Interviews with leading figures in PR and beyond
- A thoroughly revised and expanded chapter on digital PR
Accompanying online resources for this title can be found at bloomsburyonlineresources.com/pr-today-2e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.
Contents
PART I: THEORY AND ANALYSIS
1. Understanding Public Relations
2. PR Ethics
3. The Make-Up of the PR Industry
4. PR, Marketing and Advertising
5. Internal Communications
6. Lobbying, Political and Government PR
7. PR in the Online World
8. Corporate Social Responsibility
9. PR and the Law
PART II: PLANNING AND STRATEGY
10. POSTAR: Positioning, Objectives, Strategy, Tactics, Administration, Results
PART III: PRACTICE
11. Presenting, Pitching and Public Speaking
12. PR Media Skills
13. Event Management
14. Crisis Management
PART IV: CONCLUSION
15. Public Relations: Into the Future.
