Public Relations: Theory and Practice
OverviewPublic relations is a dynamic and fast-growing field which offers a variety of career paths. Whether you're developing the public image of an organisation, dealing with the media, or managing internal relations for a large company, you need good communication skills and a sound understanding of public relations processes. Public Relations is a comprehensive introduction to theory and professional practice. The authors outline the core principles of public relations, and explain the public relations role in both the public and private sectors. They show how to develop a public relations strategy for an organisation, and how to run an effective public relations campaign. Drawing on communication theory the authors explain how to work with the media, and how to use print, electronic and other forms of communication for maximum impact. Chapters on internal and community relations, crisis management and event management explore key aspects of the public relations role. Richly illustrated with examples and case studies, Public Relations is an ideal student text or professional reference. NOTE: Public Relation is accompanied by an electronic testb
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