This book provides an introduction to public relations (PR) that employs pedagogical experiential learning models to assist students in developing the skills and competencies required by the PR industry.

The book takes the reader on a journey from the theory and origins of PR, through to the structure of the PR profession and the more practical elements of how PR is practiced today. It devotes attention to the common competencies necessary for success as a communications professional, such as communication skills, critical thinking skills and business acumen, while giving due focus to the rapidly evolving new technologies and media that impact how organisations communicate. Featuring example cases from around the world, each chapter includes discussion topics and scenario-based questionnaires to encourage learning and assist students in developing key competencies.

This book is ideal for undergraduate PR modules, particularly those with experiential and/or blended learning pedagogical approaches. It will also be useful to those in business seeking to gain a deeper understanding of communications.

Situational Judgement Tests and sample press releases, presented as online resources, also accompany the book. Please visit www.routledge.com/9781032170435.

chapter 1|13 pages

The History of Public Relations

chapter 2|15 pages

The Theory of PR

chapter 3|14 pages


chapter 4|13 pages

Public Relations and Related Disciplines

chapter 5|27 pages

Corporate Communications by Mark Campbell

chapter 6|8 pages

Sustainable Public Relations

chapter 7|23 pages

Crisis Communications

chapter 8|8 pages

PR for Business

chapter 10|8 pages

The Roles of PR Practitioners

chapter 11|17 pages

Developing a PR Strategy

chapter 12|19 pages

Content Creation

chapter 13|10 pages

Pitching for Business

chapter 14|15 pages

Media Relations

chapter 15|9 pages

The Post-Truth Era