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THE PUBLIC RELATIONS HANDBOOK

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.

Contents:

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 7. 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.

Series Information:

Media Practice

Author Biography:

Alison Theaker is head of training and education at the Institute of Public Relations and was formerly principal lecturer and course leader in public Relations at Leeds Business School. She is the co-author of Effective Media Relations.

Full Contributors:

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 of Business Strategy at Leeds Metropolitan University Keeley Middleton is Director and Partner of Millham Communications Ltd Ian Sommerville is a Lecturer in the Department of Media and Communications Studies at Queen Margaret University College Edinburgh. Emma Woods is a Lecturer in Corporate Communication and Course Leader if the Institute of Public Relations' postgraduate diploma at Queen Margaret University College Edinburgh.

289 PAGES