An introduction to public relations and communication management /
Chia, Joy.
Synnott, Gae.
South Melbourne, Vic. : Oxford University Press,
2012.
An Introduction to public relations and communication management addresses the theoretical and practical needs of students. With an Australian focus and real-life examples this approach engages students, pointing out ways to extend their knowledge, to gain local and international perspectives, to understand the wider perspectives of the profession and its possibilities.--Publisher description.
Previously published: South Melbourne, Vic. : Oxford University Press, 2009, under the title, An introduction to public relations : from theory to practice / Joy Chia, Gae Synnott [editors].
Includes bibliographical references and index.
Part one: The rationale for practice. -- 1. Twenty-first century public relations. -- 2. What is shaping public relations practice: challenges and developments. -- 3. Theoretical contexts. -- 4. Public relations ethics. -- 5. Public relations research. -- 6. Focus on Asian public relations stakeholder management. -- Part Two: Public relations operations and practice. -- 7. Working on the outside: public relations practice in the community. -- 8. Communicating on the inside to build supportive workforces. -- 9. Corporate-level public relations: reputations, brands, identities. -- 10. Strategies to proactively manage activity. -- 11. Government relations: information, influence and political success. -- 12. An issues-crisis perspective. -- 13. Engaging with the media. -- 14. Social media and public relations. -- 15. PR directions and beginning a toolkit for your future. -- Index.
An Introduction to public relations and communication management addresses the theoretical and practical needs of students. With an Australian focus and real-life examples this approach engages students, pointing out ways to extend their knowledge, to gain local and international perspectives, to understand the wider perspectives of the profession and its possibilities.--Publisher description.
Public relations.
Public relations
Business communication.
Business communication