ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book provides an internationally and sectorally diverse set of insights into the multifaceted and changing face of public relations as it is understood and practised in different organisational, cultural, and industry settings. In this sense, case studies can offer useful and sometimes invaluable insights into how particular sets of circumstances may affect organisational behaviour and outcomes, and thereby offer a useful platform from which organisational learning and knowledge can be built. The chief challenge in using case studies as an effective learning tool or for research is to ensure the case does not remain as a purely descriptive account of what happened in any particular situation. While crisis scenarios invariably attract strong media and public attention, most organisations are unlikely to encounter a significant crisis, certainly on a regular basis.
