Public Relations and Strategic Communication
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93 634 Ft
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Estimated delivery time: Expected time of arrival: end of January 2026.
Not in stock at Prospero.
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Delivery time is estimated on our previous experiences. We give estimations only, because we order from outside Hungary, and the delivery time mainly depends on how quickly the publisher supplies the book. Faster or slower deliveries both happen, but we do our best to supply as quickly as possible.
Product details:
- Publisher OUP Australia & New Zealand
- Date of Publication 20 November 2019
- ISBN 9780190304607
- Binding Paperback
- No. of pages416 pages
- Size 244x203x16 mm
- Weight 904 g
- Language English 13
Categories
Short description:
Public Relations and Strategic Communication provides a comprehensive introduction into public relations and the building blocks of strategic communication that support its practice. It questions conventional methods and approaches public relations as a media-centered, people-focused, transcultural, and transnational effort, integrating traditional and social media throughout.
This text explores the theories of public relations and asks students to apply them to real and contemporary scenarios so they can experience how the theories will function in real life. These practical elements will prompt students to take a proactive approach to their studies, providing a real understanding of what it is like to work in the industry.
Long description:
The goal of Public Relations and Strategic Communication is to bring public relations and communication theories to life. Public relations is a hugely diverse profession in terms of its functions, publics and stakeholders. However, it is the multi-faceted nature of the profession that has resulted in it becoming an essential part of organisations in a range of industries. Advanced skills in relationship management, communication and reputation management are required in every organisation and have become even more important with the rapid evolution of digital technologies such as social media. Public Relations and Strategic Communication aims to educate readers about this ever-changing landscape through the clear explanation and practical application of theory.
Throughout this text, public relations and communication theories have been dissected, critically analysed and explained in clear language using contemporary Australian examples. Each theory is also demonstrated in its entirety, particularly focusing on how it underpins core public relations functions. This approach aims to teach public relations students theoretical concepts from a micro and macro level. The incorporation of interviews with industry practitioners also provides students with further insight into the realities of public relations and strategic communication as a profession.
Public Relations and Strategic Communication aims to make theory accessible and interesting by taking a storytelling approach to ensure readers remain engaged throughout their learning journey. The intention is that this text sparks with students an ongoing curiosity about public relations and communication theory and the profession overall.
Table of Contents:
1. Public Relations and Strategic Communication in Global, Local and Transcultural Contexts
2. Theorising Public Relations: An Historical Journey
3. News Media and New Media: Storytelling, Content Curation and Creation
4. Building Relationships with Audiences, Publics and Stakeholders: Public Relations as a People-Centered Practice
5. Internal Communication and Reputation: (Net)Working Employees
6. Change Campaigns: Public Opinion, Inspiration and Persuasion
7. Community Events and Promotions: When Locals Rise
8. What is Corporate Social Responsibility (CSR)?
9. Political Communication: Public Affairs and Public Diplomacy
10. Critical Practice: Issues Crises and Risk Communication
11. The Profession Today: Law, Ethics, Reputation and Standards
