Theaker A. The Public Relations Handbook

4th Edition. — Routledge / Taylor & Francis Group, 2012. — 505 p. — ISBN: 978–0-415–59813–2.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.
The Fourth Edition includes:
case studies, examples and illustrations from a range of campaigns from small and multinational corporations, local government and charities;
a companion website with new international case studies updated quarterly;
specialist chapters on financial public relations, internal communications and marketing public relations;
strategic overviews of corporate identity, globalisation and evaluation;
a thorough examination of ethics and professionalism;
more than fifty illustrations from recent PR campaigns;
a completely revised chapter on corporate social responsibility
a new chapter on risk, issues and crisis management.The context of public relations
What is public relations?
Public relations and communications
Public relations and politics
Public relations and management
Ethics, professionalism and regulation
Strategic public relations
Public relations and corporate communication
Corporate identity
Risk, issues and crisis management
Public relations and corporate social responsibility
Measurement and evaluation
Public relations and globalisation
Stakeholder public relations
Media relations in the social media age
Internal communications
Financial communications
Public sector public relations
Consumer public relations
Business-to-business public relations
Not-for-profit public relations
Digital public relations – revolution or evolution?
Shaping the future
Future challenges for PR.