The Public Relations Handbook provides an engaging, in-depth exploration of the dynamic and ever-evolving public relations industry.
Split into three parts exploring key conceptual themes in public relations, this book offers an overview of topics including: strategic PR; politics and the media; media relations in the social media age; strategic communication management; PR ethics; activism and PR; and the effects of globalisation and technology on the field. This book also includes a discussion of critical themes in PR research and exploratory case studies of PR strategies in a variety of institutions, including the Royal Society of Chemistry, Corps Security, and The Chartered Institute of Public Relations. Featuring wide-ranging contributions from key figures in the PR profession, this new edition presents fresh views on AI, social media curation, and the decline of media, and is packed with student-friendly features including clear chapter aims, discussion questions, and further reading suggestions throughout.
The Public Relations Handbook is an ideal resource for students of Public Relations, Corporate and Strategic Communications, and Marketing Communications.
This book is supported by additional instructor resources, including brand-new classroom activities for every chapter available at www.routledge.com/9781032852683.
The Public Relations Handbook provides an engaging, in-depth exploration of the dynamic and ever-evolving public relations industry.
List of Figures
List of Tables
List of Contributors
Preface
Part 1 The context of public relations
1. What is public relations?
Sarah Roberts Bowman and Gloria Walker
2. Public relations and communications
Sarah Roberts Bowman
3. Public relations, politics and the media
Sarah Roberts-Bowman and Gloria Walker
4. Public relations and management
Anne Gregor7
5. Ethics, professionalism and regulation
Alison Theaker and Aimee Postle
Part 2 Strategic public relations
6. Public relations and corporate communication
Sarah Roberts Bowman and Gloria Walker
7. Public relations and corporate identity
Susan Kinnear and Hugh Griffiths
8. Risk, issues and crisis management
Heather Yaxley
9. Public relations and corporate social responsibility
Antonio Marques Mendes
10. Measurement and evaluation
Mairead McCoy
11. Public relations and globalisation
Averill Gordon
Part 3 Stakeholder public relations
12. Media relations in the social media age
Philip Young
13. Internal communications
Liam Fitzpatrick
14. Financial communications
Nicola Hooper
15. Public sector public relations
Susan Kinnear and Amanda Coleman
16. Consumer public relations
Michael Frohlich and Andrew Lopez
17. Business to business public relations
Loretta Milan
18. Public relations and engagement in the not for profit sector
Alan Anstead
19. Using new technology effectively in public relations
Heather Yaxley
20. Activism and public relations
Philip Young
30. Future challenges for public relations
Alison Theaker
Bibliography
Index
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, UK, 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 is now an executive coach for small businesses, running her own consultancy, The Spark, UK, as well as a tutor at Cambridge Marketing College, UK. She completed her MPhil on the role of mentoring for women entrepreneurs at Bath University, UK, in 2023. As co-director of Live Life for Me, she works with individuals and organisations providing courses on menopause and beyond.
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