Public relations is a dynamic and rapidly growing field which offers a variety of career paths. Whether you're building the public image of an organisation, developing news and social media strategies, or managing issues for a company or political party, you need strong communication skills and a sound understanding of public relations processes.
In this widely used introduction to professional practice, leading academics and practitioners outline the core principles of public relations in business, government and the third sectors. They show how to develop effective public relations strategies and explain how to research, run and evaluate a successful public relations campaign. Drawing on a range of communication and public relations theories, they discuss how to work with key publics, using all forms of media for maximum impact. It is richly illustrated with examples and case studies from Australia, New Zealand, Asia and other countries.
Public Relations has been substantially revised and includes newly written chapters on social media, tactics, integrated marketing communication, risk and crisis communication, public relations history, corporate and investor public relations, and law, as well as a new glossary of theoretical terms.
Table of Contents
Preface - Jane Johnston and Mark Sheehan
PART 1: FOUNDATIONS OF PUBLIC RELATIONS
1 An overview of public relations - Jane Johnston and Clara Zawawi
2 A brief history of public relations in Australia and New Zealand - Mark Sheehan
PART 2: PROCESS AND APPLICATION OF PUBLIC RELATIONS
3 Research and evaluation - Leanne Glenny and Raveena Singh
4 Strategy and planning - Elspeth Tilley
5 Tactics - Paul Adams
6 Media relations - Jane Johnston
7 Social media - Deirdre Quinn-Allan and Emma Bennett
8 Integrated marketing communication - Chris Galloway
PART 3: WORKING WITH KEY PUBLICS AND FIELDS OF PRACTICE
9 Corporate public relations and investor relations - Damian John Gleeson
10 Government and political public relations - Stephen Stockwell
11 Community engagement and the third sector - Kristin Demetrious
12 Internal communication - Marianne D. Sison
PART 4: NAVIGATING THE CHALLENGES OF PUBLIC RELATIONS
13 Crisis and issues management - Hamish McLean
14 Law for public relations professionals - Mark Pearson
15 Ethical practice - Lelde McCoy
Glossary of theories - Jane Johnston
Jane Johnston is Associate Professor in public relations and journalism at Bond University. A former public relations practitioner and journalist, she is author of Media Relations: Issues and Strategies. Mark Sheehan is Senior Lecturer in the School of Communication and Creative Arts at Deakin University. He is editor-in-chief of the Asia Pacific Public Relations Journal.
'This has always been the definitive text for PR in Australia. Public Relations: Theory and Practice is the complete companion for new and not-so-new practitioners. I'll be keeping a copy on my bookshelf.' - Tracy Jones, FPRIA former president, Public Relations Institute of Australia