Public Relations : Theory and Practice
'As the title suggests, this text is a comprehensive introduction to public relations theory and practice. It offers the reader a selection of contemporary case studies in all areas of public relations practice, along with discussion starters and exercises that allow you to explore the theoretical concepts in more depth. It is an excellent resource for people interested in learning about the public relations profession.'LIZ MCLAUGHLIN, PRESIDENT PUBLIC RELATIONS INSTITUTE OF AUSTRALIAPublic relations is a dynamic and rapidly 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 issues for a large company, you need strong communication skills and a sound understanding of public relations processes.This widely used Australian introduction to theory and professional practice has been fully revised and includes new chapters on ethics and public relations in the Third Sector. Leading practitioners and lecturers outline the core principles of public relations in both the public and private sectors. They show how to develop effective public relations strategies and tactics 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 the media and how to use print, electronic and other forms of communication for maximum impact. Richly illustrated with examples and case studies, Public Relations is an ideal student text or professional reference.
- Paperback | 480 pages
- 174 x 230 x 30.73mm | 911.72g
- 01 Apr 2004
- Allen & Unwin
- Sydney, Australia
- 2nd edition
Table of contents
ContributorsPrefacePart One: Theory 1 - What is public relations? - Jane Johnston + Clara Zawawi 2 - History of public relations in Australia - Clara Zawawi 3 - Theoretical perspectives - Steve MackeyPart Two: Legal and ethical framework 4 - The legal environment - Rhonda Breit 5 - Ethical practice - Lelde McCoyPart Three: Process and application 6 - Research and evaluation - Raveena Singh + Leanne Glenny 7 - Strategy, planning and scheduling - John Allert + Clara Zawawi 8 - Tactics - Marian Hudson 9 - Information and communication technologies - Jeffrey E. Brand + Severin RoaldPart four: Public relations in action10 - Media relations - Jane Johnston11 - Internal and community relations - Marianne Sison12 - Crisis and issues management - Steve Mackey13 - Sponsorship and event management - Susan BoydPart Five: Public relations practice
The second edition of Public Relations: Theory and Practice... has improved this valuable Australian text. The book provides an excellent introduction to the concept and nature of public relations and the major fields of public relations practice.Geoff Barbaro, Public Relations, RMITReviewed in Asia Pacific Public Relations Journal - Volume 5, Number 2
About Clara Zawawi
Jane Johnston lectures in Public Relations at Griffith University, Gold Coast and is co-author with Mark Pearson of Breaking into Journalism. Clara Zawawi was formerly Director of Public Relations Programs at Bond University, and is currently Director, Client Relationships, at Professional Public Relations, Australia's largest public relations consultancy group.