The Public Relations Handbook  book cover
6th Edition

The Public Relations Handbook

Edited By

Alison Theaker

ISBN 9780367278915
Published October 27, 2020 by Routledge
440 Pages 7 B/W Illustrations

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Book Description

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.


Table of Contents


Part 1 The context of public relations

  1. What is public relations?
  2. Sarah Roberts Bowman

  3. Public relations and communications
  4. Sarah Roberts-Bowman

  5. Public relations, politics and the media
  6. Sarah Roberts-Bowman and Gloria Walker

  7. Public relations and management
  8. Anne Gregory

  9. Ethics, professionalism and regulation
  10. Alison Theaker

    Part 2 Strategic public relations

  11. Public relations and corporate communication
  12. Sarah Roberts-Bowman and Gloria Walker

  13. Public relations and corporate identity
  14. Emma Wood

  15. Risk, issues and crisis management
  16. Heather Yaxley

  17. Public relations and corporate social responsibility
  18. Antonio Marques Mendes

  19. Measurement and evaluation
  20. Mairead McCoy

  21. Public relations and globalisation
  22. Averill Gordon

    Part 3 Stakeholder public relations

  23. Media relations in the social media age
  24. Philip Young

  25. Internal communications
  26. Liam Fitzpatrick

  27. Financial communications
  28. Annette Spencer

  29. Public sector public relations
  30. Susan Kinnear

  31. Consumer public relations
  32. Michael Frohlich

  33. Business to business public relations
  34. Loretta Milan

  35. Public relations and engagement in the not for profit sector
  36. Alan Anstead

  37. Using new technology effectively in public relations
  38. Heather Yaxley

  39. Activism and public relations
  40. Philip Young

    Part 4 Shaping the future

  41. Future challenges for public relations

Alison Theaker

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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,, 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.