The Public Relations Handbook

The Public Relations Handbook

The Public Relations Handbook

The Public Relations Handbook

Synopsis

The Public Relations Handbook provides an engaging overview and in-depth exploration of a dynamic and ever evolving industry. The diverse chapters are united by a set of student friendly features throughout, including clear chapter aims, analytical discussion questions, and key further reading. Featuring wide ranging contributions from key figures in the PR profession, the new edition presents a new chapter on public relations and activism, alongside discussion of key critical themes in public relations research and exploratory case studies on public relations practices in relation to a variety of different institutions, including The Bank of Scotland, Queen Margaret University, Diabetes UK, Continental Tyres, and Action for Children.

Excerpt

When first writing this book, my main aim was to provide a textbook that drew on the UK experience of public relations, having been frustrated during many years of teaching the subject that the majority of textbooks originated from and used case studies from the United States environment. Since the first edition was published, several other excellent textbooks have swelled the ranks of European-based sources. I also experienced teaching in the United States for some years and returned to teach and practice in the UK.

I wanted to bring together the theoretical and organisational framework of public relations with examples of how it worked in practice. This is not a ‘how to’ book. There are already plenty of books written by experienced PR practitioners that set out the nuts and bolts of writing press releases, producing internal publications and managing campaigns. Both academics and practitioners have contributed to this edition, deepening the links between theory and practice. Thus the coverage of both of these elements will differ when chapters are written by an academic or a practitioner, but overall the book emphasises the importance of one to the other. All chapters have real examples that show best practice in the field, and illustrate how a good theory can underpin it, consciously or not. And while each chapter nominally deals with a specific topic, there are some issues that crop up throughout, such as stakeholder relationships, the use of social media in a variety of practices, and the importance of a global awareness when communications cannot be restricted to a single environment.

The first part of this book describes the context of public relations, showing how its development has impacted on the current state of the industry. Sarah RobertsBowman has taken on showing how the history and development of PR have led . . .

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