Public relations is a dynamic and rapidly growing field which offers a variety of career paths. In this widely used introduction to theory and professional practice, leading practitioners and academics outline the core principles of public relations in business, government and the third sectors. They show how to develop effective public relations strategies and explain how to research, run and evaluate a successful public relations campaign. Drawing on a range of communication and public relations theories they discuss how to work with key publics, using all forms of media for maximum impact. Key topics such as corporate social responsibility, the global environment, and digital communications strategies are covered.

Table of Contents

Table of Contents:Part 1. A Public Relations Framework1. Public Relations: an Overview - Jane Johnston, Clara Zawawi & Jeff Brand2. History of Public Relations in Australia - Clara Zawawi 3. Public Relations Theory - Steve Mackey4. The Legal Environment - Rhonda Breit5. Ethical Practice - Lelde McCoyPart 2. Process and Application of Public Relations6. Research and Evaluation - Leanne Glenny and Raveena Singh7. Strategy and Planning - Elspeth Tilley8. Tactics- Marian Hudson9. Media Relations - Jane Johnston10. Sponsorship and Event management - Susan Boyd11. Risk, Issues, Crisis and Recovery - Susan NichollsPart 3. Working with Key Publics: Fields of Practice in Public Relations12. Internal communication - Marianne Sison13. Communities and public relations - Kate Fitch14. Public Relations in Business - Rebecca Harris 15. Public Relations and Government - Stephen Stockwell16. Public Relations in the Third Sector - Kristin Dimitrious

About the Author

Jane Johnstone is a Senior Lecturer at Griffith University, Australia, a former public relations practitioner, and a successful journalist and author. Clara Zawawi is a leading authority on public relations.