The Public Relations Handbook
Routledge (Verlag)
978-0-415-21334-9 (ISBN)
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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 PR 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, online promotion and the challenges of new technology * over twenty illustrations from recent PR campaigns. Jo Chipchase runs Can-U-Hack-It Ltd - a Brighton based new media company. Johanna Fawkes is Course Leader for BA Public Relations at Leeds Metropolitan University. Anne Gregory is Head of the School o
Notes on Contributors; Preface; Part I The Context of Public Relations; 1. What is public relations - Fawkes; 2. Public relations and communications - Fawkes; 3. Public relations, politics and the media - Somerville; 4. Public relations and management - Gregory; 5. Professionalism and regulation -; Part II Strategic Public Relations; 6. Corporate communications - Wood; 6. Corporate identity - Wood; 8. Public affairs and issues management; 9. Business ethics, public relations and corporate social responsibility - Somerville; Part III Stakeholder Public Relations; 10. Media relations; 11. Internal communications; 12. Corporate community involvement; 13. An introduction to financial public relations - Middleton; 14. Public sector public relations; 15. Consumer public relations; 16. Business-to-business public relations; 17. Cause-related marketing; 18. IT sector public relations - Chipchase; Part IV Shaping the Future; 19. Changing media; 20. Research and evaluation - PR grows up?; 21. Future challenges for PR Bibliography; Index.
| Erscheint lt. Verlag | 24.5.2001 |
|---|---|
| Reihe/Serie | Media Practice |
| Zusatzinfo | 8 Tables, black and white |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Gewicht | 499 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-415-21334-7 / 0415213347 |
| ISBN-13 | 978-0-415-21334-9 / 9780415213349 |
| Zustand | Neuware |
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