Read more
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.
List of contents
Contributors
Preface -
Jane Johnston and Mark SheehanPART 1: FOUNDATIONS OF PUBLIC RELATIONS
1 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 RELATIONS
3 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 PRACTICE
9 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 RELATIONS
13 Crisis and issues management -
Hamish McLean14 Law for public relations professionals -
Mark Pearson15 Ethical practice -
Lelde McCoyGlossary of theories -
Jane JohnstonIndex
About the author
Jane Johnston is Associate Professor in public relations and journalism at Bond University. A former public relations practitioner and journalist, she is author of
Media Relations: Issues and Strategies. Mark Sheehan is Senior Lecturer in the School of Communication and Creative Arts at Deakin University. He is editor-in-chief of the
Asia Pacific Public Relations Journal.
Summary
The leading introduction to public relations has been thoroughly revised and updated to reflect best contemporary practice in this increasingly influential profession.
