Public Relations

Theory and Practice

Inbunden, Engelska, 2021

AvJane Johnston,Jane (University of Queensland) Johnston

2 679 kr

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Public relations is a dynamic and rapidly growing field which offers a variety of career paths. Whether you're building the public image of an organisation, developing news and social media strategies, or managing issues for a company or political party, you need strong communication skills and a sound understanding of public relations processes.In this widely used introduction to professional practice, leading academics and practitioners outline the core principles of public relations in business, government and the third sectors. They show how to develop effective public relations strategies and explain how to research, run and evaluate a successful public relations campaign. Drawing on a range of communication and public relations theories, they discuss how to work with key publics, using all forms of media for maximum impact. It is richly illustrated with examples and case studies from Australia, New Zealand, Asia and other countries.Public Relations has been substantially revised and includes newly written chapters on social media, tactics, integrated marketing communication, risk and crisis communication, public relations history, corporate and investor public relations, and law, as well as a new glossary of theoretical terms.

Produktinformation

Utgivningsdatum2021-03-31
Mått176 x 230 x undefined mm
Vikt720 g
FormatInbunden
SpråkEngelska
Antal sidor440
Upplaga4
FörlagTaylor & Francis Ltd
ISBN9780367719142

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ContributorsPreface - Jane Johnston and Mark SheehanPART 1: FOUNDATIONS OF PUBLIC RELATIONS1 An overview of public relations - Jane Johnston and Clara Zawawi2 A brief history of public relations in Australia and New Zealand - Mark SheehanPART 2: PROCESS AND APPLICATION OF PUBLIC RELATIONS3 Research and evaluation - Leanne Glenny and Raveena Singh4 Strategy and planning - Elspeth Tilley5 Tactics - Paul Adams6 Media relations - Jane Johnston7 Social media - Deirdre Quinn-Allan and Emma Bennett8 Integrated marketing communication - Chris GallowayPART 3: WORKING WITH KEY PUBLICS AND FIELDS OF PRACTICE9 Corporate public relations and investor relations - Damian John Gleeson10 Government and political public relations - Stephen Stockwell11 Community engagement and the third sector - Kristin Demetrious12 Internal communication - Marianne D. SisonPART 4: NAVIGATING THE CHALLENGES OF PUBLIC RELATIONS13 Crisis and issues management - Hamish McLean14 Law for public relations professionals - Mark Pearson15 Ethical practice - Lelde McCoyGlossary of theories - Jane JohnstonIndex