Public Relations and Strategic Communication

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.

• Includes case studies, critical reflection questions, and multiple choice questions that highlight the application of theory to practice, encouraging students to test and assess their understanding
• Emphasises campaign management and PR planning and strategy throughout to prepare students for further study, and to provide them with the foundations to be a successful PR practitioner
• Provides industry insights through practitioner interviews that offer helpful advice about preparing for a career in PR
• Includes tables and flowcharts to help students visualise concepts such as PR hierarchy and organisational structure
• Takes a global approach, drawing on a variety of local and international examples, cases and stories, with a focus on the Australian region
• Approaches public relations from a media-centred, people-focused, transcultural, and transnational perspective

About the Author(s)

Karen Sutherland, Lecturer, University of the Sunshine Coast, Saira Ali, Lecturer, University of the Sunshine Coast, and Umi Khattab, Lecturer, University of the Sunshine Coast

Dr Karen Sutherland is a multi-award-winning Lecturer in Public Relations and Social Media at the University of the Sunshine Coast in Queensland, Australia.

Saira Ali is a Lecturer in Public Relations at the University of the Sunshine Coast.

Dr Umi Khattab is a Senior Lecturer in Public Relations at the University of the Sunshine Coast.

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