Public Relations: Theory and Practice

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 organization, 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. This book 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.