An Introduction to Public Relations addresses the theoretical and practical needs of students. With an Australian focus and real-life examples, this approach engages students, pointing out ways to extend their knowledge, to gain local and international perspectives, to understand the wider perspectives of the profession and its possibilities.

Table of Contents

Part 1 The Rationale for Practice1. Understanding Twenty-first Century Public RelationsJoy Chia 2. Trends and DevelopmentsJoy Chia3. Theoretical ContextsMarianne D Sison 4. Public Relations EthicsElspeth Tilley Part 2 Theory and Practice on the Job5. Public Relations ResearchGae Synnott 6. Public Relations PracticeGae Synnott 7. Public Relations Management in OrganisationsAmisha Mehta and Robina Xavier 8. Reputation Management: A Driving Force for ActionNigel De Bussy 9. Strategies to Proactively Manage ActivityMelanie James 10. An Issues - Crisis perspectiveGwyneth Howell 11. Engaging with the MediaHamish McLean and Richard Phillips Part 3 New Horizons12. New Media and Public RelationsKate Fitch 13. Focus on Asian Public Relations ManagementRichard Stanton 14. Careers and Expanding HorizonsJoy Chia and Gae Synnott