The Public Relations Handbook / Edition 3

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Overview

"The public Relations Handbook is a introduction to the theories and practices of the public reactions industry. It traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationship with politics, lobbying organisations and journalism, assesses its professionalism and regulation and advises on training and entry into the profession." The Public Relations Handbook combines theoretical and organisational frameworks for studying public relations with examples of how the industry works in practice. It draws on a range of promotional strategies and campaigns from businesses, public and non-profit organisations including Voice of the Listener and Viewer, Marks & Spencer, the Metropolitan Police, the Prince's Trust, Shell and Centrica.
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Product Details

  • ISBN-13: 9780415428026
  • Publisher: Taylor & Francis, Inc.
  • Publication date: 2/10/2008
  • Series: Media Practice Series
  • Edition description: Revised Edition
  • Edition number: 3
  • Pages: 432
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.80 (d)

Meet the Author

Alison Theaker has over 25 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 was 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 PR coach for small businesses, runing her own consultancy, The Spark, in Devon, www.thesparkuk.com.

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Table of Contents

1 What is public relations? 3
2 Public relations and communications 18
3 Public relations, politics and the media 32
4 Public relations and management 48
5 Professionalism and regulation 66
6 Corporate communication 83
7 Corporate identity 95
8 Public affairs and issues management 115
9 Business ethics, public relations and corporate social responsibility 131
10 Media relations 147
11 Internal communications 164
12 Corporate social responsibility in action : corporate community involvement and cause-related marketing 183
13 An introduction to financial public relations 205
14 Public sector public relations 218
15 Consumer public reactions 232
16 Business-to-business public reactions 249
17 Using the Internet effectively in public relations 256
18 Changing media 285
19 Research and evaluation - PR grows up? 299
20 Future challenges for PR 320
21 Coping with culture 332
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