Public Relations

Theory and Practice

Jane Johnston (University of Queensland), Mark Sheehan

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English

Allen & Unwin
29 January 2014

Economics & Business; Public relations

'This has always been the definitive text for PR in Australia. Public Relations: Theory and Practice is the complete companion for new and not-so-new practitioners. I'll be keeping a copy on my bookshelf.' - Tracy Jones, FPRIA former president, Public Relations Institute of Australia

Public relations is a dynamic and rapidly growing field which offers a variety of career paths. Whether you're building the public image of an organisation, developing news and social media strategies, or managing issues for a company or political party, you need strong communication skills and a sound understanding of public relations processes.

In this widely used introduction to professional practice, leading academics and practitioners outline the core principles of public relations in business, government and the third sectors. They show how to develop effective public relations strategies 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 key publics, using all forms of media for maximum impact. It is richly illustrated with examples and case studies from Australia, New Zealand, Asia and other countries.

Public Relations has been substantially revised and includes newly written chapters on social media, tactics, integrated marketing communication, risk and crisis communication, public relations history, corporate and investor public relations, and law, as well as a new glossary of theoretical terms.

Edited by: Jane Johnston (University of Queensland), Mark Sheehan
Imprint: Allen & Unwin
Country of Publication: Australia
Edition: 4th Revised edition
Dimensions: Height: 176mm, Width: 230mm, Spine: 28mm
Weight: 810g
ISBN: 9781743314036
ISBN 10: 1743314035
Pages: 440
Publication Date: 29 January 2014
Recommended Age: From
Audience: Professional and scholarly , College/higher education , Undergraduate , Primary
Format: Paperback
Publisher's Status: Active