Product Description
The Public Relations Handbook is a comprehensive and detailed introduction to the theories and practices of the public relations industry. Tracing the history and development of public relations, it explores ethical issues which affect the industry, examines its relationship with politics, lobbying organisations and journalism, assess 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 and charities, including Railtrack, Voice of the Listener and Viewer, Marks and Spencer, the Metropolitan Police, the Prince's Trust, Daewoo cars and the NSPCC. The Public Relations Handbook includes:
- Interviews with press officers and PR agents about their working practices
- Case studies, examples, press releases and illustrations from a range of campaigns from multinational corporations, local government and charities
- Specialist chapters on financial public relations, business ethics, on-line promotion and the challenges of new technology
- Over twenty illustrations from recent PR campaigns.
From the Back Cover
The Public Relations Handbook is a comprehensive and detailed introduction to the theories and practices of the public relations 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 nonprofit organisations including Devon County Council’s ‘Don’t Let Devon Go To Waste’
campaign, Airbus, Somerfield, BT, the Alzheimer’s Society and Emirates Airlines.
The Public Relations Handbook includes:
• case studies, examples and illustrations from a range of campaigns from small and
multinational corporations, local government and charities
• specialist chapters on financial public relations, internal communications and marketing
public relations
• strategic overviews of corporate identity, globalisation and evaluation
• a thorough examination of ethics and professionalism
• more than twenty illustrations from recent PR campaigns
• a new chapter dealing with public relations for charities
• a completely revised chapter on dealing with the internet effectively
Alison Theaker is Senior Lecturer at Marjon College, University College of Plymouth, St Mark and St John, UK and was formerly Scholar in Residence in the School of Marketing Communication at Emerson College, Boston, USA. 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. She is a Fellow of the Chartered Institute of Public Relations and co-author of Effective Media Relations. She has delivered research papers at conferences in the UK, USA and Australia on teamworking in public relations, improving students’ writing skills and the future of PR as a profession.
