Public Relations: Theory and Practice

Paperback / softback

Main Details

Title Public Relations: Theory and Practice
Authors and Contributors      By (author) Jane Johnston
By (author) Mark Sheehan
Physical Properties
Format:Paperback / softback
Pages:440
Dimensions(mm): Height 230,Width 176
Category/GenrePublic relations
ISBN/Barcode 9781743314036
ClassificationsDewey:659
Audience
Professional & Vocational
Tertiary Education (US: College)
Edition 4th edition

Publishing Details

Publisher Allen & Unwin
Imprint Allen & Unwin
Publication Date 29 January 2014
Publication Country Australia

Description

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.

Author Biography

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.