1st Edition

Public Relations and Communications From Theory to Practice

By Aoife O'Donnell Copyright 2023
    238 Pages 16 B/W Illustrations
    by Routledge

    238 Pages 16 B/W Illustrations
    by Routledge

    This book provides an introduction to public relations (PR) that employs pedagogical experiential learning models to assist students in developing the skills and competencies required by the PR industry.

    The book takes the reader on a journey from the theory and origins of PR, through to the structure of the PR profession and the more practical elements of how PR is practiced today. It devotes attention to the common competencies necessary for success as a communications professional, such as communication skills, critical thinking skills and business acumen, while giving due focus to the rapidly evolving new technologies and media that impact how organisations communicate. Featuring example cases from around the world, each chapter includes discussion topics and scenario-based questionnaires to encourage learning and assist students in developing key competencies.

    This book is ideal for undergraduate PR modules, particularly those with experiential and/or blended learning pedagogical approaches. It will also be useful to those in business seeking to gain a deeper understanding of communications.

    Situational Judgement Tests and sample press releases, presented as online resources, also accompany the book. Please visit www.routledge.com/9781032170435.

    1. The History of Public Relations

    2. The Theory of PR

    3. Ethics

    4. Public Relations and Related Disciplines

    5. Corporate Communications by Mark Campbell

    6. Sustainable Public Relations

    7. Crisis Communications

    8. PR for Business

    9. Public Affairs and Political Communications by Dr Robbie Smyth

    10. The Roles of PR Practitioners

    11. Developing a PR Strategy

    12. Content Creation

    13. Pitching for Business

    14. Media Relations

    15. The Post Truth Era


    Aoife O'Donnell has been working in communications in Dublin, Ireland for over 25 years. She lectures in public relations on both undergraduate and post graduate programmes and holds a masters in education and training.

    "This is the introduction to public relations textbook I’ve been looking for. A comprehensive exploration of both the wider context as well as the practicalities of the profession, it will easily become the ‘one stop shop’ to introduce my students to the worlds of PR as well as equip them with the practical skills they require to get started in the industry."

    Giannina Warren, Senior Lecturer, Middlesex University, UK

    "This textbook is a thorough examination of the role of public relations in our world today. It is global in nature and provides many current, relevant examples of public relations strategies and theories. It’s a perfect combination of informative and engaging." 

    Dean Beckman, Saint Mary’s University of Minnesota, USA

    "Aoife O’Donnell offers a comprehensive explanation of the state of the art of the public relations field. This book is perfect for upper-level communication students. The writing is clear, and the content is suitable for today’s blended learning classes. Students who are serious about pursuing a career in public relations will particularly benefit from the special effort this book puts into explaining the PR profession, as well as the experiential approach that goes beyond theoretical explanations." 

    Deborah N. SimorangkirSwiss German University, Indonesia