Public relations is a dynamic and rapidly growing field which offers a variety of career paths. In this widely used introduction to theory and professional practice, leading practitioners and academics 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. Key topics such as corporate social responsibility, the global environment, and digital communications strategies are covered.
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