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This new and fully-updated second edition of this acclaimed textbook offers a guide to public relations, spanning all aspects of PR work, including fashion, event management, crisis communications, politics, celebrity PR and...
This new and fully-updated second edition of this acclaimed textbook offers a guide to public relations, spanning all aspects of PR work, including fashion, event management, crisis communications, politics, celebrity PR and corporate communications, and takes account of the rapid change in the PR industry. It It combines essential practical guidance with a thought-provoking analysis of this exciting but enigmatic industry, its ethical dilemmas and the role it plays in the contemporary world—not least its controversial but crucial relationship with the media. PR Today offers a fresh, lively and realistic perspective on its subject, based on the authors’ rare combination of international top-level experience, insider knowledge and years of teaching and writing about PR. It will be invaluable for students taking public relations at undergraduate and postgraduate levels and essential reading for those seeking to start a career in this dynamic, fast-growing profession.
Attractively presented format with in-built pedagogical features to deliver an engaging and rewarding learning experience
A wide range of stimulating case studies and examples throughout to help reinforce and contextualise learning
Companion website provides a range of stimulating resources, including exclusive access to interviews with PR specialists along with tips for securing a job in PR
A helpful glossary at the end of the book to aid students with key terms used within the industry
Content has been fully updated throughout to ensure up-to-date overview of the topics at hand
Interviews with leading figures in PR and beyond
A thoroughly revised and expanded chapter on digital PR
PART I: THEORY AND ANALYSIS 1. Understanding Public Relations 2. PR Ethics 3. The Make-Up of the PR Industry 4. PR, Marketing and Advertising 5. Internal Communications 6. Lobbying, Political and Government PR 7. PR in the Online World 8. Corporate Social Responsibility 9. PR and the Law PART II: PLANNING AND STRATEGY 10. POSTAR: Positioning, Objectives, Strategy, Tactics, Administration, Results PART III: PRACTICE 11. Presenting, Pitching and Public Speaking 12. PR Media Skills 13. Event Management 14. Crisis Management PART IV: CONCLUSION 15. Public Relations: Into the Future.
A bonus chapter on Country Branding
A series of video interviews with PR practitioners and specialists from a range of organizations
Trevor Morris is a Fellow of the Public Relations Consultants Association and holds the 'Mark Mellor Award for Outstanding Contribution to the PR Industry'. He was formerly the CEO of Chime Public Relations, and is a Visiting Professor at in London.
Simon Goldsworthy founded London's first MA programme in public relations in 2000, serving as course leader on postgraduate and undergraduate programmes at the University of Westminster. In 2014 he was appointed leader of the new MA in Advertising and Public Relations at the University of Richmond's Kensington Campus.
Trevor Morris is a Fellow of the Public Relations Consultants Association and holds the 'Mark Mellor Award for Outstanding Contribution to the PR Industry'. He was formerly the CEO of Chime Public Relations, and is a Visiting Professor at in London.
Simon Goldsworthy founded London's first MA programme in public relations in 2000, serving as course leader on postgraduate and undergraduate programmes at the University of Westminster. In 2014 he was appointed leader of the new MA in Advertising and Public Relations at the University of Richmond's Kensington Campus.
