ABSTRACT

Fully updated and revised with new case studies, information on new technology such as WiFi and podcasting and example press releases, this third edition of The Public Relations Handbook is a comprehensive and detailed introduction to the theories and practices of the public relations industry.

Covering PR at all levels, from cause-related marketing to large company mergers, The Public Relations Handbook combines theoretical and organisational 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, consumer groups and cause related marketing including Greenpeace, BMW Mini; British Nuclear Fuels; Devon County Council and more.

This first PR textbook for media students has been updated to include:

new case studies from British Nuclear Fuels; Editorial Intelligence; the Meteorological Society; Devon County Council Recycling; BMW; and Greenpeace
information on blogging, podcasting, WiFi and Bluetooth
an extended section on not-for-profit PR
up-to-date risk management research
interviews with PR practitioners about their working practices
examples, press releases and over twenty illustrations from a range of recent campaigns from multinational corporations, local government an charities
specialist chapters on financial public relations, business ethics, on-line promotion and the challenges of new technology.