Download The Public Relations Handbook by Alison Theaker PDF

By Alison Theaker

The Public relatives Handbook is a finished and specified advent to the theories and practices of the general public relatives undefined. It lines the heritage and improvement of public family members, explores moral matters which have an effect on the undefined, examines its courting with politics, lobbying firms and journalism, assesses its professionalism and legislation and advises on education and access into the profession.

The Public kinfolk Handbook combines theoretical and organizational frameworks for learning public relatives with examples of the way the works in perform. It attracts on a variety of promotional ideas and campaigns from companies, public and non-profit corporations together with the AA, Airbus, BT, Northamptonshire County Council, Cuprinol and motion for Children.

The Fourth variation includes:

  • case experiences, examples and illustrations from more than a few campaigns from small and multinational businesses, neighborhood executive and charities;
  • a significant other web site with new overseas case reviews up-to-date quarterly;
  • specialist chapters on monetary public kin, inner communications and advertising and marketing public relations;
  • strategic overviews of company identification, globalisation and evaluation;
  • a thorough exam of ethics and professionalism;
  • more than fifty illustrations from fresh PR campaigns;
  • a thoroughly revised bankruptcy on company social responsibility
  • a new bankruptcy on danger, matters and concern management.

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Sample text

Professional communicators need to be aware of the potential for good and harm contained in their messages – an example is the debate about whether coverage of celebrities aiming for size zero and the use of very thin fashion models affects the rate of eating disorders in young girls. Clearly, those who argue for control of images are not saying that one fashion spread can make a healthy girl ill, but they are saying that through general representations of ‘desirable’ women, girls and young women receive an impression of an ‘ideal’ body weight that is actually distorted.

Com contains examples where public relations has abused public trust by withholding essential information, disguising the source of information and other underhand practices. This is because it is run by a campaigning group who believe PR distorts public communication. Textbooks on public relations tend to be written by scholars who base their ideas on a theory or set of theories that help explain how they see the world and PR’s part in it. The main theoretical approaches to public relations are set out below (Fawkes, 2010).

How much of PR work is normally persuasive communication? 9 Why do you think Grunig updated the four models between 1984 and 2001? What are the key differences? 10 Using the Uses and Gratifications approach, consider what you look for in a: – – – – – local newspaper student newsletter fanzine favourite TV soap PR textbook. FURTHER READING Heath, R. (2001) The handbook of public relations, Sage. McQuail, D. (2000) McQuail’s mass communication theory, Sage. 37 CHAPTER 3 Public relations and politics Ian Somerville and Phil Ramsey CHAPTER AIMS Any discussion of the role of public relations (PR) within the political sphere naturally falls into two areas: the use of PR practices by government and the use of PR and public affairs by non-governmental actors in the political process.

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