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.
Contents
Part 1 The context of public relations
What is public relations?Sarah Roberts Bowman
Public relations and communicationsSarah Roberts-Bowman
Public relations, politics and the mediaSarah Roberts-Bowman and Gloria Walker
Public relations and managementAnne Gregory
Ethics, professionalism and regulationAlison Theaker
Part 2 Strategic public relations
Public relations and corporate communicationSarah Roberts-Bowman and Gloria Walker
Public relations and corporate identityEmma Wood
Risk, issues and crisis managementHeather Yaxley
Public relations and corporate social responsibilityAntonio Marques Mendes
Measurement and evaluationMairead McCoy
Public relations and globalisationAverill Gordon
Part 3 Stakeholder public relations
Media relations in the social media agePhilip Young
Internal communicationsLiam Fitzpatrick
Financial communicationsAnnette Spencer
Public sector public relations Susan Kinnear
Consumer public relationsMichael Frohlich
Business to business public relationsLoretta Milan
Public relations and engagement in the not for profit sectorAlan Anstead
Using new technology effectively in public relationsHeather Yaxley
Activism and public relationsPhilip Young
Part 4 Shaping the future
Future challenges for public relations
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.
