Table of Contents
PART 1: THE CONTEXT OF PUBLIC RELATIONS
1. Public relations origins: definitions and history
2. Media context of contemporary public relations and journalism in the UK
3. Public relations and democracy
4. Community and society: corporate social responsibility (CSR)
5. Intercultural and multicultural context of public relations
6. Role of the public relations practitioner
PART 2: PUBLIC RELATIONS THEORIES AND CONCEPTS
7. Public relations theories: an overview
8. Strategic Public Relations Planning and Management
9. Public relations programme research and evaluation
10. Audiences, stakeholders, publics
11. Corporate image, reputation and identity
12. Public relations, propaganda and the psychology of persuasion
13. Public relations’ professionalism and ethics
PART 3: PUBLIC RELATIONS SPECIALISMS
14. Media relations
15. Internal communication
16. Managing community involvement programmes
17. Issue Management
18. Crisis public relations management
19. Public relations and the consumer
20. Business-to-business public relations
21. Public Affairs
22. Public relations in the world of finance
23. Integrated marketing communications
24. Sponsorship
PART 4: SECTORAL CONSIDERATIONS
25. Corporate communication
26. Non-government organisations and pressure groups
27. Strategic communication and social marketing in healthcare organisations
28. Arts, leisure and entertainment marketing and communications
29. Celebrity culture and public relations
30. What next? Future issues for public relations