The public relations handbook / Alison Theaker.

Includes bibliographical references (p. [385]-407) and index.

The context of public relations. What is public relations? / Johanna Fawkes -- Public relations and communications / Johanna Fawkes -- Public relations, politics and the media / Emma Wood, Ian Somerville -- Public relations and management / Anne Gregory -- Professionalism and regulation -- Strategic public relations. Public relations and corporate communication / Emma Wood, Ian Somerville -- Public relations and corporate identity / Emma Wood, Ian Somerville -- Public affairs and issues management -- Business ethics, public relations and corporate social responsibility / Emma Wood, Ian Somerville -- Research and evaluation : measuring the unmeasurable? -- Coping with culture : global public relations -- Stakeholder public relations. Media relations / John Hitchins -- Internal communications -- Corporate social responsibility in action : corporate community involvement and cause-related marketing -- An introduction to financial public relations / Keeley Clarke -- Public sector public relations -- Consumer public relations -- Business-to-business public relations -- Not-for-profit public relations / Peter Brill, Cinzia Marrocco -- Using new technology effectively in public relations -- Shaping the future. Future challenges for PR.

"The Public Relations Handbook is a comprehensive and detailed introduction to the theories and practices of the public relations industry. It traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationship with politics, lobbying organizations and journalism, assesses its professionalism and regulation and advises on training and entry into the profession. The Public Relations Handbook combines theoretical and organizational frameworks for studying public relations with examples of how the industry works in practice. It draws on a range of promotional strategies and campaigns from businesses, public and non-profit organizations including Devon County Council's Don't Let Devon Go To Waste campaign, Airbus, Somerfield, BT, the Alzheimer's Society and Emirates Airlines."