An Introduction to Public Relations and Communication Management, 2e
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Product details:
- Edition number 2
- Publisher OUP Australia & New Zealand
- Date of Publication 27 September 2012
- ISBN 9780195578607
- Binding Paperback
- No. of pages432 pages
- Size 249x205x17 mm
- Weight 958 g
- Language English
- Illustrations 17 illustrations 0
Categories
Short description:
An Introduction to Public Relations and Communication Management, 2e brings together an international and local focus with research from academic researchers, case studies and firsthand accounts of public relations in practice. It includes tools for practice for students to help them put the theory into practice. It helps students to understand and appreciate the skills that will be required to work in Public Relations and gives students a stronger appreciation of the context and theory, to develop practitioners who are better prepared and capable of adding value to their organisations.
MoreLong description:
An Introduction to Public Relations and Communication Management, 2e brings together an international and local focus with research from academic researchers, case studies and firsthand accounts of public relations in practice. It includes tools for practice for students to help them put the theory into practice. It helps students to understand and appreciate the skills that will be required to work in Public Relations and gives students a stronger appreciation of the context and theory, to develop practitioners who are better prepared and capable of adding value to their organisations.
MoreTable of Contents:
Contributors
Preface
Acknowledgments
PART ONE: THE RATIONALE FOR PRACTICE
Twenty-first Century Public Relations
What is Shaping Public Relations Practice: Challenges and Developments
Theoretical Contexts
Public Relations Ethics
Public Relations Research
Focus on Asian Public Relations Stakeholder Management
PART TWO: PUBLIC RELATIONS OPERATIONS AND PRACTICE
Working on the Outside: Public Relations Practice in the Community
Communicating on the Inside to Build Supportive Workforces
Corporate-Level Public Relations: Reputations, Brands, Identities
Strategies to Proactively Manage Activity
Government Relations: Information, Influence and Political Success
An Issues-Crisis Perspective
Engaging with the Media
Social Media and Public Relations
PR Directions and Beginning a Toolkit For Your Future
Index
