Introduction to Public Relations provides an overview of PR from a global and critical perspective. The philosophy behind this new book is to encourage questioning by throwing in controversial ideas and different approaches; to show that there is more than one way to approach an issue and that some approaches can actually be harmful to the interests of society. It intends to try to foster a critical as well as a creative approach to the subject to prepare the undergraduate to go on to study and practice to achieve higher levels of originality.
This book is ideal for undergraduate and postgraduate students taking modules in Public Relations as well as those studying at Foundation, Advanced Certificate and Diploma levels with the CIPR.
Sue Wolstenholme runs a full service public relations consultancy, Ashley Public Relations, with an event management subsidiary. She has an MSc in Public Relations and has supervised PhDs on the subject for the University of Exeter. Since 1994, Sue has chaired the European Public Relations Research and Education Association's juries to find the best academic thesis on the subject in Europe. She is currently the President of Euprera.
Table of contents Introduction Part One - What is Public Relations? 1. What is public relations? 2. What do PR practitioners do? 3. What is a 'Public' and why is it necessary? 4. Ethics and Public Relations Part Two - Skills in Public Relations 5. An introduction to international Public Relations 6. Writing Press Releases 7. Communicating by objectives - planning and executing the PR campaign 8. Crisis or response management Part Three - Reconceptualizing PR 9. The Stockholm Accords 10. Conclusions Contributors: Sue Wolstenholme, Kristina Laco, Eva Maclaine, Paul Noble, Professor Ronel Rensburg, Toni Muzi Falconi, Professor Sven Hamrefors. Features Learning outcomes for each chapter Frequent case studies Lots of exercises and questions to provoke thinking around the concepts and practices discussed. Extracts from Media Control, the spectacular achievements of propaganda; by Noam Chomsky List of Case Studies Brent Spar Practitioner diaries from Croatia (banking), Saudi Arabia (UNESCO) and Germany (Consultancy) The Arab Spring The Post Office Laws and sexuality Tehran - official policy on PR The Co-operative bank The Cornish Crisp Company Practitioner comment on working within the tobacco industry Skype - virtual command centre Human trafficking awareness campaign Voter education in Zambia 'Kick Polio Out of Africa' campaign Margaret Thatcher puts BA into a Tailspin London Fire Brigade Unilever Heathrow Terminal 5 Emergency landing in the Hudson River