The Public Relations Handbook

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.

The Public Relations Handbook, Third Edition includes:

• case studies, examples and illustrations from a range of campaigns from small and multinational corporations, local government and charities
• a companion website at http://www.routledge.com/textbooks/9780415428026/ with new international case studies updated quarterly
• specialist chapters on financial public relations, internal communications and marketing public relations
• strategic overviews of corporate identity, globalization and evaluation
• a thorough examination of ethics and professionalism
• over twenty illustrations from recent PR campaigns 
• a new chapter dealing with public relations for charities
• a completely revised chapter on dealing with the internet effectively.

Part I The context of public relations 1 What is public relations? Johanna Fawkes 2 Public relations and communications Joanna Fawkes 3 Public relations, polics and the media Emma Wood and Ian Somerville 4 Public relations and management Anne Gregory 5 Professionalism and regulation Part II Strategic public relations 6 Corporate communication Emma Wood and Ian Somerville 8 Public affairs and issues management 9 Business ethics, public relations and corporate social responsibility Emma Wood and Ian Somerville 10 research and evaluation 11 Coping with culture - global public relations Part III Stakeholder public relations 12 Media relations John Hitchins

13 Internal communications 14 Corporate social responsibility in action: corporate community involvement and cause-related marketing 15 An introduction to financial public relations Keeley Clarke 16 Public sector public relations 17 Consumer public relations 18 Business-to-business public relations 19 Not for profit public relations Peter Brill and Cinzia Marrocco 10 Using te internet and other new technologies effectively in public relations. Part IV Shaping the future 21 Future challenges for PR