Fully updated and revised with new case studies, information on new technology such as WiFi and podcasting and example press releases, this third edition of The Public Relations Handbook is a comprehensive and detailed introduction to the theories and practices of the public relations industry. Covering PR at all levels, from cause-related marketing to large company mergers, The Public Relations Handbook combines theoretical and organisational 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, consumer groups and cause related marketing including Greenpeace, BMW Mini; British Nuclear Fuels; Devon County Council and more. This first PR textbook for media students has been updated to include: new case studies from British Nuclear Fuels; Editorial Intelligence; the Meteorological Society; Devon County Council Recycling; BMW; and Greenpeace information on blogging, podcasting, WiFi and Bluetooth an extended section on not-for-profit PR up-to-date risk management research interviews with PR practitioners about their working practices examples, press releases and over twenty illustrations from a range of recent campaigns from multinational corporations, local government an charities specialist chapters on financial public relations, business ethics, on-line promotion and the challenges of new technology. The Public Relations Handbook is 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 Handbook combines 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, public and non-profit organizations including Devon County Councila (TM)s Dona (TM)t Let Devon Go To Waste campaign, Airbus, Somerfield, BT, the Alzheimera (TM)s Society and Emirates Airlines. It is supported by a companion website at www.routledge.com/textbooks/9780415428026 which features international case studies. The Public Relations Handbook includes: case studies, examples and illustrations from a range of campaigns from small and multinational corporations, local government and charities specialist chapters on financial public relations, internal communications and marketing public relations strategic overviews of corporate identity, globalization and evaluation a thorough examination of ethics and professionalism over twenty illustrations from recent PR campaigns a new chapter dealing with public relations for charities a completely revised chapter on dealing with the internet effectively.