ISBN 9788132108931,Introducing Public Relations : Theory and Practice

Introducing Public Relations : Theory and Practice


Sage South Asia



Sage South Asia

Publication Year 2011

ISBN 9788132108931

ISBN-10 8132108930


Number of Pages 244 Pages
Language (English)

Information Technology

Introducing Public Relations is your guide to the basics of public relations: where it came from, what it means and what issues the industry faces today. It takes readers from the origins of PR all the way to the newest theoretical debates, explaining along the way the changes and development of the role of the PR practitioner. With interviews and `day in the life` examples from a wide range of professionals in the industry students will learn what PR practitioners do, what they think and how the industry really works. Putting the student first, this book: - Gives a grounded, critical coverage of the history and theory of public relations, so students understand not just the what but the how and why - Covers all aspects of public relations in practice, from in-house and consultancies to government, sport, NGO and corporate PR - Packs each chapter with case studies, anecdotes from the field and career advice from expert PR professionals - Helps easy revision with exercises, summaries and checklists Highly accessible and engaging, there is no better headstart to understanding what PR is all about. It is the perfect text for any students encountering public relations theory and practice for the first time. Table of Contents I: PUBLIC RELATIONS IN THEORY Extracts from Ivy Lee`s `Declaration of Principles`/ Propaganda, Publicity and Public Relations Advertising and the Rebirth of Marks and Spencer Cadbury`s Drumming Gorilla Reputation and Finance British Airways and the Reputation Nightmare Cadbury and the Disclosure Problem Measures of Corporate Reputation Shell and the Attempt to Change a Reputation What Can PR Affect? Crisis Rules New Technology and Controlling the News Agenda II: PUBLIC RELATIONS IN PRACTICE Strategic Adviser or PR Manager Views on the Job Getting the Structure Right Sole Practice in PR: Should You Follow This Route? UK PR Consultancies UK PR Consultancies Working in a PR Consultancy Main Charging Methods Levels of Strategy Strategy/Tactics/Objectives The Jo Moore incident The Jo Moore incident Viral Language Defining the Public Sector Northumbria Police and the Release of Crime Figures Three days in the Press Office for the Campaign by War on Want What Employers Want from New Recruits