Description: Introducing Public Relations 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 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. Putting the student first, this book:
- Gives a grounded, critical coverage of the history and theory of public relations, so students understand not just the what but the how and why.
- Covers all aspects of public relations in practice, from in-house and consultancies to government, sport, NGO and corporate PR.
- Packs each chapter with case studies, anecdotes from the field and career advice from expert PR professionals.
Highly accessible and engaging, there is no better headstart to understanding what PR is all about. It is the perfect text for any student encountering public relations theory and practice for the first time.
Table of Contents: Introduction
I: PUBLIC RELATIONS IN THEORY
The Origins of Public Relations
Marketing, Advertising and Public Relations: Similarities and Differences Explored and Explained
Reputation Management
Crisis Management: Public Relations Centre Stage
Corporate Social Responsibility and Ethics
II: PUBLIC RELATIONS IN PRACTICE
Introducing the Practice
Public Relations In-house
Public Relations Consultancies
Strategy, Research, Measurement and Eveluation
Putting Effective PR Campaigns into Practice
Corporate Communications and Financial PR
Government and the Public Sector
From Charities to Celebrities: the Variety and Diversity of PR Practices
Where PR (and You) Can Go Next
Bibliography
Index
