Absolute Essentials of Public Relations offers a valuable quick-start introduction to the many facets and forms of public relations theory and practice. It explores contemporary public relations through multiple lenses by focusing on what public relations essentially comprises, how it has come into existence, what contexts public relations works within, what tools and techniques professionals can deploy and how professionals assess and justify the outcomes of their work.
Divided into two sections, – Concepts and Theories and Applications and Specialisms – the book covers the fundamental theories and concepts and their application in contemporary practice, which together broadly reflect the typical syllabus content for undergraduate, postgraduate and post-experience introductory courses in public relations. The topics covered in both sections are complemented by mini cases, which showcase academic and professional insights into practice.
Offering a concise and approachable alternative to the mainstream, more heavy-weight textbooks available, this book provides a comprehensive introduction to public relations theory and practice.
Introduction. PART 1: Concepts and Theories What is Public Relations Definitions and disciplinary boundaries 1. Defining Public Relations 2. Models, Role and Scope of Public relations 3. Public Relations Practitioner Roles 4. Public Relations and Communications Strategy 5. Public Relations Ethics and professional standards (Melanie Powell) PART 2: PR Applications and Specialisms 6. Corporate Communication 7. Public Relations and Marketing 8. Internal/Employee Communication (Carl Holloway) 9. Crisis Management 10. Public Relations and Public Affairs (Peter Osborne) 11. International Public Relations 12. Public Relations and Social Media (Rebecca Dickenson and Natalie Elvin)
Biography
Danny Moss, PhD is Emeritus Professor of Corporate & Public Affairs at the University of Chester Business School and Co-Director of the International Centre for Corporate & Public Affairs Research.
Barbara DeSanto, Ed.D, APR, Fellow PRSA, Kansas State University Emeritus Professor, worked in journalism and public relations for 10 years, then spent the next 30 years in the classroom.
