The Public Relations Handbook, 4th Edition

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 including the AA, Airbus, BT, Northamptonshire County Council, Cuprinol and Action for Children.

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.

Table of Contents

Part I The context of public relations
Chapter 1 What is public relations?
Chapter 2 Public relations and communications
Chapter 3 Public relations and politics
Chapter 4 Public relations and management
Chapter 5 Ethics, professionalism and regulation

Part II Strategic public relations
Chapter 6 Public relations and corporate communication
Chapter 7 Corporate identity
Chapter 8 Risk, issues and crisis management
Chapter 9 Public relations and corporate social responsibility
Chapter 10 Measurement and evaluation
Chapter 11 Public relations and globalisation

Part III Stakeholder public relations
Chapter 12 Media relations in the social media age
Chapter 13 Internal communications
Chapter 14 Financial communications
Chapter 15 Public sector public relations
Chapter 16 Consumer public relations
Chapter 17 Business-to-business public relations
Chapter 18 Not-for-profit public relations
Chapter 19 Digital public relations – revolution or evolution?

Part IV Shaping the future
Chapter 20 Future challenges for PR