ABSTRACT

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book introduces public relations (PR) and looks at some different definitions. Traditionally, this has been a difficult area for practitioners, as everyone seems to have their own idea of what PR is. The book investigates exactly what PR practitioners do, looking at the various roles they might play in an organisation, as well as listing the tasks that they perform. It provides an overview of the PR industry in the UK and looks at the various professional bodies who are striving to improve the reputation of PR. The book also looks at the question of professionalisation and issues affecting the development of PR. Several prominent academics and practitioners have been asked for their views on the challenges facing the industry in the next five years.