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Public Relations Campaigns

Second Edition

Edited by Mark Sheehan and Robina Xavier

01 May 2014

ISBN: 9780195578621

288 pages

Price: £43.99



Public Relations Campaigns is designed to guide current and aspiring Public Relations professionals through the campaign development and implementation process. It illustrates the application of planning theory to real life scenarios to provide a practical approach for planning a successful campaign.

  • Includes new profiles and industry insights from practitioners in the field.
  • Designed specifically for Public Relations campaigns and cases subjects.
  • Closely examines the importance of planning in effective campaign delivery.
  • New and contemporary case studies are included to examine campaign development and implementation processes.

About the Author(s)

Edited by Mark Sheehan, Senior Lecturer, School of Communication and Creative Arts, Deakin University, and Robina Xavier, Professor/Executive Dean, School of Advertising, Marketing and Public Relations, QUT Business School

Mark Sheehan is Senior Lecturer in Public Relations in the School of Communication & Creative Arts (SCCA) at Deakin University, Australia. He was the founding Postgraduate Course Director of the Master of Arts (Professional Communication) and Associate Head of School - Regional and Development. Since 2006 he has edited the Asia Pacific Public Relations Journal and has published widely on public relations in Australia, lobbying, crisis management and risk communication. Professor Robina Xavier is Executive Dean of the QUT Business School and has more than twenty years' experience in public relations practice and education. After starting her career with the federal government in Canberra, Robina moved to consulting, working primarily in the areas of investor relations and issues management. Prior to joining QUT, she managed the Corporate and Finance Division for Turnbull Fox Phillips in Queensland.

Table of Contents

    1. Introduction to Public Relations Campaigns, Mark Sheehan
    2. Overview of Public Relations Campaigns in Australia, Mark Sheehan
    3. Introduction to Contemporary Public Relations Theory, Bronwyn Kirby
    4. Understanding Research, Mark Civitella
    5. Third Sector Public Relations: Every Australian Counts-Making the NDIS Real, Paul Adams
    6. Social Marketing: DrinkWise Australia, Noel Turnbull
    7. An NGO Using People Power: GetUp!, Emma Bennett
    8. Internal Communication: Future Ready at La Trobe University, Karen Morath
    9. Public Relations in the Finance Sector: India Equities, Mark Sheehan and David Manallack
    10. Marketing Public Relations: Juice it Right,
    Gwyneth V. J. Howell and Rohan Miller
    11. Community Risk Issue Activists: Coal Seam Gas in Australia, Chris Galloway and Tony Jaques
    12. Issues and Crisis Management: James Hardie Industries, Gwyneth V. J. Howell
    13. Emergency Crisis Communication: Returning Power to Collinsville, Robina Xavier
    14. Tourism and Public Relations: Bringing Oprah 'Down Under', Ingrid Larkin
    15. Crisis Communication and Reputation: Energex and the 2011 Queensland Floods, Ingrid Larkin

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