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Synopsis
Public relations is a dynamic and rapidly growing field which offers a variety of career paths. Whether you're building the public image of an organisation, dealing with the media or managing issues for a large company, you need strong communication skills and a sound understanding of public relations processes.
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 sector. 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. It is richly illustrated with examples and case studies from Australia, New Zealand, Asia and other countries.
Public Relations has been fully revised to reflect recent industry developments. It includes new chapters on community and internal relations, strategy and planning, and issues and risk management. Key topics such as corporate social responsibility, the global environment and digital communications strategies are covered throughout the book.