Public Relations

Description

This introduction to PR relates fundamental theory to real-world practice through case studies, PR tools and interviews with practitioners. The chapter structure uses bite-sized chunks of content to help organize learning. The fresh approach and lively writing style provide an accessible text perfect for students new to the subject area.

• Takes a UK perspective, whilst including UK, European and international case studies.
• Applies a theoretical foundation to real-life PR situations, enabling students to appreciate the issues facing PR practitioners.
• Features interviews with practitioners to provide guidance on key issues and help students to understand the relevance to the industry.
• Each chapter focuses on relevant PR Tools, with clarifying comments, to show PR in action.
• 'Application to industry' section with case study provides examples of industry implementation to demonstrate the issues of real-life PR.
• Students can progress through the book learning how to develop, implement and evaluate a public relations programme to reach the fragmented media and publics.
• An extensive Online Resource Centre clearly linked with the text, including a learning skills portfolio detailing the skills needed in industry and how these may be applied with exercises to enable application.

About the Author(s)

Averill Elizabeth Gordon, Senior Lecturer at AUT University, Auckland, New Zealand

Averill Elizabeth Gordon is an academic and set up the public relations degree at the University of Gloucestershire in the UK; previously she directed an international division of WeberShandwick in London, the world's largest PR consultancy

Table of Contents

Part A: The PR framework
1:The evolution of public relations
2:Public opinion and communication models
3:Media theory and news
Part B: Developing a PR campaign
4:Intelligence gathering
5:Publics
6:Goals, objectives and strategy
7:Implementation and budgeting
8:Evaluation
9:PR communications for business
Part C: The broader context
10:Issues and crisis management
11:Ethics, legalities and corporate responsibility
12:Online public relations
13:Public relations trends

Additional Resources

The book is accompanied by an Online Resource Centre _ which includes:

For students:
- Progress tests comprising multiple choice and true-false questions
- Full versions of the case studies appearing in the book
- Web links
- Online glossary of terms (taken from the book)
- Links to profiles of PR companies and PR departments - a diverse selection have been chosen
- Learning skills portfolio comprising an outline and definition of skills needed in industry with guidelines on their development, with exercises to enable application of these

For lecturers:
- Instructor's manual (provides lesson plans for each chapter, explaining the key points and how to incorporate the exercises)
- PowerPoint slides outlining the main aspects of the chapter and providing images and diagrams.
- Summary quizzes in the form of multiple choice/true-false questions and indicative answers, which act as progress tests
- Exercises which include briefs and marking criteria for presentations, press release writing, event planning and proposals, with marking criteria to encourage interactive study and peer marking
- Suggestions for active learning games * Discussion points for use in seminars
- Practice examination questions for each part of the book with indicative answers
- Test Bank Material