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Introducing Public Relations
Theory and Practice
- Keith Butterick - University of Huddersfield, UK
February 2011 | 240 pages | SAGE Publications Ltd
Introducing Public Relations is your guide to the basics of public relations: where it came from, what it means and what issues the industry faces today. It takes readers from the origins of PR all the way to the newest theoretical debates, explaining along the way the changes and development of the role of the PR practitioner.
With interviews and 'day in the life' examples from a wide range of professionals in the industry students will learn what PR practitioners do, what they think and how the industry really works. Putting the student first, this book:
With interviews and 'day in the life' examples from a wide range of professionals in the industry students will learn what PR practitioners do, what they think and how the industry really works. Putting the student first, this book:
- Gives a grounded, critical coverage of the history and theory of PR, so students understand not just the what but the how and why
- Covers all aspects of PR in practice, from in-house and consultancies to government, sport, NGO and corporate PR
- Packs each chapter with case studies, anecdotes from the field and career advice from expert PR professionals
- Helps easy revision with exercises, summaries and checklist.
Highly accessible and engaging, there is no better headstart to understanding what PR is all about. It is the perfect text for any students encountering public relations theory and practice for the first time.
PART ONE: PUBLIC RELATIONS IN THEORY
Introducing the Theory
Chapter 1: The Origins of Public Relations
Chapter 2: Marketing, Advertising and Public Relations - Similarities and Differences Explored and Explained
Chapter 3: Reputation Management
Chapter 4: Crisis Management - Public Relations Centre Stage
Chapter 5: Corporate Social Responsibility and Ethics
PART TWO: PUBLIC RELATIONS IN PRACTICE
Chapter 6: Introducing the Practice
Chapter 7: Public Relations In-House
Chapter 8: Public Relations Consultancies
Chapter 9: Strategy, Research, Measurement and Evaluation
Chapter 10: Putting Effective PR Campaigns into Practice
Chapter 11: Corporate Communications and Financial PR
Chapter 12: Government and the Public Sector
Chapter 13: From Charities to Celebrities - The Variety and Diversity of PR Practice
Chapter 14: Where PR (and You) Can Go Next
For a quick readable overview of the field, this new book is hard to beat.
Communications , Southampton Solent University
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Accessible and engaging introduction.
Communication and Creative Arts, Greenwich University
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Extremely clear and well structured book. Ideal for undergraduates approaching PR for the first time.
Department of Media and Communication, Coventry University
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This book is useful to provide a basic and practically oriented overview of the field at the undergraduate level.
Department of Media and Communication, Coventry University
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I found the book interesting but perhaps based a bit too much on anglo-saxon theories, models and examples for extensive use in my classroom. However, I recommend it to my students as a supplement because of the fine explanations given for some complicated matters.
Department of Communication Science, University of Amsterdam
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The book was adopted as main textbook last academic year. However, the content was found to be less organized and over simplified when compared to other textbook.
School of Journalism and Communication, The Chinese University of Hong Kong
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A refreshing new approach for an introductory text to public relations theory and practice.
School of Arts & Creative Industries, Edinburgh Napier University
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Lacked sufficient academic referencing/evidence base - largely practice orientated. Might suit Year 1 students.
School of Arts & Creative Industries, Edinburgh Napier University
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A clearly laid out and informative book that gives a solid introduction to some of the key areas of public relations. A balanced approach to both theory and practice with good examples to help reinforce those ideas.
Birmingham School of Media, Birmingham City University
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Strong industry contributions. Student friendly text makes PR and wider communication concepts easy to understand.
Business School, Greenwich University
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