Introducing Public Relations: Theory and PracticeThis is your guide to the basics of public relations: where it came from, what it means and what issues the industry faces today. It takes readers from the origins of PR all the way to the newest theoretical debates, explaining along the way the changes and development of the role of the PR practitioner. With interviews and ‘day in the life’ examples from a wide range of professionals in the industry, students will learn what PR practitioners do, what they think, and how the industry really works. |
Contents
1 Introducing the Theory | 3 |
2 The Origins of Public Relations | 5 |
Similarities Differences Explored and Explained | 33 |
4 Reputation Management | 48 |
Public Relations Centre Stage | 61 |
6 Corporate Social Responsibility and Ethics | 73 |
Public Relations in Practice | 87 |
7 Introducing the Practice | 89 |
10 Strategy Research Measurement and Evaluation | 130 |
11 Putting Effective PR Campaigns into Practice | 142 |
12 Corporate Communications Financial PR | 159 |
13 Government and the Public Sector | 171 |
The variety and diversity of PR practice | 193 |
15 Where PR and You Can Go Next | 212 |
Bibliography | 219 |
223 | |
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Common terms and phrases
action agencies argue behaviour Bernays blogs brand celebrity channels chapter charities CIPR client company’s consumers corporate communications corporate reputation crisis critical customers director Edward Bernays effective emails employees ethical evaluation example external financial PR function Grunig and Hunt impact important in-house PR practitioners influence internal communications interviews issues Ivy Lee Jo moore journalists lobbying London look Marks & Spencer mass media Max Clifford media relations newspapers organisation organisation’s Paul collins political potential PR activity PR campaign PR companies PR consultancy PR industry PR practice PR theory PR Week press office press release Primark problems professional programme public companies Public Relations public sector radio relationship reputation management responsible role shareholders staff stakeholders story strategy tactics target audience tion understand war on want