Public Relations Principles and Practice,9781861520913

Public Relations Principles and Practice

by
Edition: 1st
ISBN13: 9781861520913
ISBN10: 1861520913
Format: Paperback
Pub. Date: 1997-04-24
Publisher(s): Intl Thomson Business Pre
List Price: $142.75

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Summary

The text examines in detail the theory behind the principles and practice of public relations. The book draws on the opinions, views, expertise and understanding of a range of practitioners and theorists. Information is supported by case vignettes, detailed case studies and end-of-chapter questions; to tackle the issues involved in the principles of public relations as we begin the new millennia. The text will help students and practitioners develop knowledge and skills in the arena of public relations.

Table of Contents

Preface ix
1 INTRODUCTION AND OVERVIEW OF PUBLIC RELATIONS
1(5)
2 THE ROLE OF PUBLIC RELATIONS IN ORGANISATIONS
6(16)
3 THE EVOLUTION OF PUBLIC RELATIONS: PRINCIPLES AND PRACTICE
22(21)
4 A STRATEGIC PERSPECTIVE FOR PUBLIC RELATIONS
43(31)
5 THE INTERNAL COMMUNICATIONS CONTEXT
74(15)
6 PUBLIC RELATIONS: THE EXTERNAL PUBLIC CONTEXT
89(20)
7 EXTERNAL PUBLIC RELATIONS ACTIVITIES
109(19)
8 CORPORATE SOCIAL RESPONSIBILITY: LINKING BEHAVIOUR WITH REPUTATION
128(20)
9 FINANCIAL AND INVESTOR PUBLIC RELATIONS
148(20)
10 GOVERNMENT AND LOBBYING ACTIVITIES
168(20)
11 CORPORATE ADVERTISING: THE GENERIC IMAGE
188(24)
12 ISSUE AND CRISIS MANAGEMENT: FAIL-SAFE PROCEDURES
212(11)
13 THE INTERACTION BETWEEN PUBLIC RELATIONS AND MARKETING
223(16)
14 THE EMERGENCE OF MARKETING PR
239(33)
15 DEVELOPING A RESEARCH FRAMEWORK: INDUCTIVE VS DEDUCTIVE?
272(11)
16 MEASURING THE SUCCESS RATE: EVALUATING THE PR PROCESS AND PR PROGRAMMES
283(17)
17 ROLE AND FUNCTION: PRINCIPLES AND PRACTICE REVISITED
300(7)
Bibliography 307(14)
Index 321

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