Exploring Public Relations

Exploring Public Relations is the definitive academic text on Public Relations. Now in its third edition, the book is essential reading on courses in PR at undergraduate and postgraduate level. It continues to provide a critical analysis of the subject and a sophisticated blend of theory with real life, and includes many case studies, activity exercises, discussion questions and full colour photographs to illustrate the discussions in the text. There is new coverage of the impact of Web 2.0 technologies on PR as well as updated case studies and examples throughout the book to engage students of this exciting subject. "I have worked with Exploring Public Relations since it was first published. It provides a complete in-depth and up-to-date overview of the professional domain of communication practitioners. An easy read, with thought-provoking case studies and ample opportunity for reflection and further study, in - and outside the classroom, this book is a real find, for students and lecturers alike. Thank you, Ralph Tench and Liz Yeomans." Iekje Smit, Programme Director: Master's in International Communication, Hanze University of Applied Sciences, Groningen, Netherlands "The authors draw on a wealth of research and industry experience to provide a practically focused, theoretically based text that's very accessible for undergraduate and master's students. Students like the book's readability; I like it for its style and comprehensiveness." Christine Daymon PhD, Associate Professor in Communication Management, Murdoch University, Australia "This third edition of Exploring Public Relations includes new material and chapters that reinforce its international appeal. It also includes contributions from international academics and specialists that make an already fine textbook easier to adopt outside the UK. It is refreshingly open minded, not shying away from controversies in or outside the field. As such, it has established itself as the preferred public relations and communications textbook if none exist in your own language." Oyvind Ihlen, Professor, dr. art, University of Oslo, Norway "As a practitioner I have found this book, in its accessible format and with its plain language, a frequent source of inspiration and challenge. The smart use of case studies and clear explanations of core communications theory will often help unlock day-to-day working problems. It's an essential addition to the office bookshelf." Liam Fitzpatrick, Chief Executive, Agenda StrategiesPART 1: THE CONTEXT OF PUBLIC RELATIONS 1. Public relations origins: definitions and history 2. Media context of contemporary public relations and journalism in the UK 3. Public relations and democracy 4. Community and society: corporate social responsibility (CSR) 5. Intercultural and multicultural context of public relations 6. Role of the public relations practitioner PART 2: PUBLIC RELATIONS THEORIES AND CONCEPTS 7. Public relations theories: an overview 8. Strategic Public Relations Planning and Management 9. Public relations programme research and evaluation 10. Audiences, stakeholders, publics 11. Corporate image, reputation and identity 12. Public relations, propaganda and the psychology of persuasion 13. Public relations' professionalism and ethics PART 3: PUBLIC RELATIONS SPECIALISMS 14. Media relations 15. Internal communication 16. Managing community involvement programmes 17. Issue Management 18. Crisis public relations management 19. Public relations and the consumer 20. Business-to-business public relations 21. Public Affairs 22. Public relations in the world of finance 23. Integrated marketing communications 24. Sponsorship PART 4: SECTORAL CONSIDERATIONS 25. Corporate communication 26. Non-government organisations and pressure groups 27. Strategic communication and social marketing in healthcare organisations 28. Arts, leisure and entertainment marketing and communications 29. Celebrity culture and public relations 30. What next? Future issues for public relations