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Full Description
This text is the definitive academic guide on public relations and one of the only texts on the market to take this particular approach to the field. It offers critical analysis of the subject, blended with theory and real-life application, making use of a number of pedagogical features including case studies, exercises and discussion questions for a unique approach to the subject.
Contents
1 Public relations origins: definitions and history
2 Public relations and media
3 Digital and social media
4 Public relations and democracy
5 Community and society: corporate social responsibility (CSR)
6 International and multicultural context of public relations
7 Role of the public relations practitioner
8 Public relations theories: an overview
9 Strategic public relations planning and management
10 Public relations program research and evaluation
11 Corporate image, reputation and identity
12 Public relations, propaganda and the psychology of persuasion
13 Public relations' professionalism and ethics
14 Media relations
15 Internal communication
16 Managing community involvement program
17 Issues management
18 Crisis public relations management
19 Public relations and the consumer
20 Business-to-business public relations
21 Public affairs
22 PR in the world of finance
23 Integrated marketing communications
24 Sponsorship and public relations
25 Corporate communication
26 Non-government organisations and pressure groups
27 Celebrity public relations
28 Strategic communication and social marketing in healthcare
29 What next? Future issues for public relations
