Publisher's Synopsis
'As the title suggests, this text is a comprehensive introduction to public relations theory and practice. It offers the reader a selection of contemporary case studies in all areas of public relations practice, along with discussion starters and exercises that allow you to explore the theoretical concepts in more depth. It is an excellent resource for people interested in learning about the public relations profession.'
LIZ MCLAUGHLIN, PRESIDENT PUBLIC RELATIONS INSTITUTE OF AUSTRALIA
Public relations is a dynamic and rapidly growing field which offers a variety of career paths. Whether you're developing the public image of an organisation, dealing with the media or managing issues for a large company, you need strong communication skills and a sound understanding of public relations processes.
This widely used Australian introduction to theory and professional practice has been fully revised and includes new chapters on ethics and public relations in the Third Sector. Leading practitioners and lecturers outline the core principles of public relations in both the public and private sectors. They show how to develop effective public relations strategies and tactics 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 the media and how to use print, electronic and other forms of communication for maximum impact.
Richly illustrated with examples and case studies, Public Relations is an ideal student text or professional reference.
