The Public Relations Handbook, Fifth Edition provides an engaging overview and in-depth exploration of a dynamic and ever evolving industry. The diverse chapters are united by a set of student friendly features throughout, including clear chapter aims, analytical discussion questions, and key further reading.
Featuring wide ranging contributions from key figures in the PR profession, the new edition presents a new chapter on public relations and activism, alongside discussion of key critical themes in public relations research and exploratory case studies on public relations practices in relation to a variety of different institutions, including The Bank of Scotland, Queen Margaret University, Diabetes UK, Continental Tyres, and Action for Children.
Split into four parts exploring key conceptual themes of the context of public relations, strategic public relations, stakeholder public relations, and shaping the future, the book offers coverage of essential areas including:
Part I The context of public relations 1 What is Public Relations? Sarah Roberts-Bowman 2 Public Relations and Communications Sarah Roberts-Bowman 3 Public relations, politics and the media Ian Somerville and Sahla Aroussi 4 Public Relations and Management Anne Gregory 5 Ethics, professionalism and regulation Alison Theaker Part II Strategic public relations 6 Public relations and corporate communication Emma Wood 7 Public Relations and Corporate Identity Emma Wood 8 Risk, Issues and Crisis Management: A Collaborative Role for Public Relations Heather Yaxley 9 Public Relations and Corporate Social Responsibility Ian Somerville and Emma Wood 10 Measurement and evaluation Mairead McCoy 11 The public relations of globalisation Peter Walker Part III Stakeholder public relations 12 Media Relations in the Social Media Age Philip Young 13 Internal Communications Liam FitzPatrick 14 Financial Communications Mark Phillimore 15 Public sector public relations Simon Wakeman 16 Consumer Public Relations Michael Frohlich 17 Business-to-business public relations Loretta Milan 18 Public relations and engagement in the not-for-profit sector David Hamilton 19 Using New Technology Effectively In Public Relations Heather Yaxley 20 Activism and public relations Philip Young Part IV Shaping the future 21 Future challenges for PR Alison Theaker
The Media Practice handbooks are comprehensive resource books for students of media and journalism, and for anyone planning a career as a media professional. Each handbook combines a clear introduction to understanding how the media work with practical information about the structure, processes and skills involved in working in today’s media industries, providing not only a guide on ‘how to do it’ but also a critical reflection on contemporary media practice.