Description

The introduction presents public relations (PR) as a broad and strategic area of communication, rather than simply advertising or publicity. PR is concerned with how organisations communicate and develop relationships with their various publics and stakeholders.

The book takes a critical and practical approach to PR. It connects academic theories and concepts with real-world examples and case studies, helping students understand how PR operates in different organisational and social contexts. The third edition also gives attention to the changing media environment and the impact of Web 2.0 and digital communication on public relations.

Main ideas to remember:

• PR is about communication and relationships.
• PR has an important strategic role in organisations.
• PR involves different publics, stakeholders and communication channels.
• Modern PR is influenced strongly by digital and social media.
• The subject needs to be understood through both theory and practical