6th Edition

The Public Relations Handbook

Edited By Alison Theaker Copyright 2021
    440 Pages 7 B/W Illustrations
    by Routledge

    440 Pages 7 B/W Illustrations
    by Routledge

    The Public Relations Handbook, 6th edition provides an engaging, in-depth exploration of the dynamic and ever-evolving public relations industry.

    Split into four parts exploring key conceptual themes in public relations, the book offers an overview of topics including strategic public relations, politics and the media; media relations in the social media age; strategic communication management; public relations engagement in the not-for-profit sector; activism and public relations; and the effects of globalisation and technology on the field. Featuring wide-ranging contributions from key figures in the PR profession, this new edition presents fresh views on corporate social responsibility, public relations and politics, corporate communication, globalisation, not-for-profit, financial and public sector public relations. The book also includes a discussion of key critical themes in public relations research and exploratory case studies of PR strategies in a variety of institutions, including Extinction Rebellion, Queen Margaret University, Mettis Aerospace, and Battersea Cats’ and Dogs’ Home.

    Containing student-friendly features including clear chapter aims, analytical discussion questions, and key further reading throughout the text, The Public Relations Handbook is an ideal resource for students of public relations, corporate and strategic communications, and media studies.


    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 
    6. Part II Strategic public relations 

    7. Public relations and corporate communication Emma Wood 
    8. Public Relations and Corporate Identity Emma Wood 
    9. Risk, Issues and Crisis Management: A Collaborative Role for Public Relations Heather Yaxley 
    10. Public Relations and Corporate Social Responsibility Ian Somerville and Emma Wood 
    11. Measurement and evaluation Mairead McCoy 
    12. The public relations of globalisation Averill Gordon
    13. Part III Stakeholder public relations 

    14. Media Relations in the Social Media Age Philip Young 
    15. Internal Communications Liam FitzPatrick 
    16. Financial Communications Mark Phillimore 
    17. Public sector public relations Simon Wakeman 
    18. Consumer Public Relations Michael Frohlich 
    19. Business-to-business public relations Loretta Milan 
    20. Public relations and engagement in the not-for-profit sector David Hamilton 
    21. Using New Technology Effectively In Public Relations Heather Yaxley 
    22. Activism and public relations Philip Young 
    23. Part IV Shaping the future 

    24. Future challenges for PR Alison Theaker


    Alison Theaker has over 30 years’ experience in public relations and management as a practitioner and academic. She was the first Head of Education and Training at the then Institute of Public Relations, as well as Principal Lecturer and Course Leader in Public Relations at Leeds Business School and Scholar in Residence in the School of Marketing Communication at Emerson College, Boston, US. She is an elected Fellow of the Chartered Institute of Public Relations and co-authored Effective Media Relations. She has delivered research papers at conferences in the UK, US and Australia on team-working in public relations, improving students’ writing skills and the future of PR as a profession. She is now a coach for small businesses, running her own consultancy, The Spark, in Devon, www.thesparkuk.com, as well as an Associate Lecturer at the University of Plymouth and undertaking a PhD in the role of mentoring for women entrepreneurs at the University of Bath.