The Public Relations Handbook

Alison Theaker

Psychology Press, 2004 - Broj stranica: 366

The Public Relations Handbookis a comprehensive and detailed introduction to the theories and practices of the public relations industry. It traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationship with politics, lobbying organizations and journalism, assesses its professionalism and regulation and advises on training and entry into the profession.

The Public Relations Handbookcombines theoretical and organizational frameworks for studying public relations with examples of how the industry works in practice. It draws on a range of promotional strategies and campaigns from businesses and consumer groups including Railtrack, Voice of the Listener and Viewer, Marks and Spencer, Guinness, the Prince's Trust, Esso, Action Cancer and the Metropolitan Police.

The Public Relations Handbookincludes interviews with press officers and PR agents about their examples, press releases and illustrations from a range of campaigns from multinational corporations, local government, small businesses, and charities; specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology, and over twenty illustrations from recent PR campaigns.

Sadržaj

• What is public relations?: 3
• Public relations and communications: 18
• Public relations politics and the media: 32
• Public relations and management: 48
• Professionalism and regulation: 66
• Strategic public relations: 81
• Corporate communication: 83
• Corporate identity: 95
• Public affairs and issues management: 115
• Business ethics public relations and corporate social responsibility: 131
• Stakeholder public relations: 145
• Media relations: 147
• Internal communications: 164
• Corporate social responsibility in action corporate community involvement and causerelated marketing: 183
• An introduction to financial public relations: 205
• Public sector public relations: 218
• Consumer public relations: 232
• Businesstobusiness public relations: 249
• Using the internet effectively in public relations: 256
• Shaping the future: 283
• Changing media: 285
• Research and evaluation PR grows up?: 299
• Future challenges for PR: 320
• Coping with culture: 332
• Bibliography: 347
• Index: 360

O autoru

Alison Theaker is Head of Education and Training at the Institute of Public Relations and was formerly principal lecturer and course leader in Public Relations at Leeds Business School. In 2002-2003 she taught at Emerson College, in Boston, MA. She is the co-author of Effective Media Relations

Bibliografski podaci

• Naslov: The Public Relations Handbook; Media practice
• Autor: Alison Theaker
• Izdanje: ilustrirano
• Izdavač: Psychology Press, 2004
• ISBN: 0415317924, 9780415317924
• Duljina: Broj stranica: 366