the public relations handbook (routledge).pdf

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Public Relations Handbook
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The Public Relations
Handbook
The Public Relations Handbook is a comprehensive and detailed introduction to the
theories and practices of the public relations industry. It traces the history and devel-
opment of public relations, explores ethical issues which affect the industry, examines
its relationship with politics, lobbying organisations and journalism, assesses its profes-
sionalism and regulation and advises on training and entry into the profession.
The Public Relations Handbook combines theoretical and organisational frameworks
for studying public relations with examples of how the industry works in practice. It
draws on a range of promotional strategies and campaigns from businesses, public and
non-profit organisations including Voice of the Listener and Viewer, Marks & Spencer,
the Metropolitan Police, the Prince’s Trust, Shell and Centrica.
The Public Relations Handbook includes:
• interviews with PR practitioners about their working practices
• case studies, examples, press releases and illustrations from a range of campaigns
from multinational corporations, local government and charities
• specialist chapters on financial public relations, business ethics, public relations on
the internet and dealing with new technology
• over twenty illustrations from recent PR campaigns
• a new chapter on the effects of culture on communication.
Alison Theaker is Senior Lecturer at Marjon College, the College of St Mark and St
John, Plymouth, UK and was formerly Scholar in Residence in the School of Marketing
Communication at Emerson College, Boston, USA. She has been Head of Education
and Training at the Institute of Public Relations as well as Principal Lecturer and Course
Leader in Public Relations at Leeds Business School. She is a Fellow of the Institute
of Public Relations and co-author of Effective Media Relations .
Media Practice
Edited by James Curran, Goldsmiths College, University of London
The Media Practice handbooks are comprehensive resource books for students of media
and journalism, and for anyone planning a career as a media professional. Each hand-
book combines a clear introduction to understanding how the media work with practical
information about the structure, processes and skills involved in working in today’s
media industries, providing not only a guide on ‘how to do it’ but also a critical reflec-
tion on contemporary media practice.
The Newspapers Handbook 3rd edition
Richard Keeble
The Radio Handbook 2nd edition
Carole Fleming
The Advertising Handbook 2nd edition
Sean Brierley
The Television Handbook 2nd edition
Patricia Holland
The Photography Handbook 2nd edition
Terence Wright
The Magazines Handbook
Jenny McKay
The Public Relations Handbook 2nd edition
Alison Theaker
The Cyberspace Handbook
Jason Whittaker
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The Public Relations
Handbook
Second edition
Alison Theaker
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First published 2001
by Routledge
2 Park Square, Milton Park, Abingdon, Oxfordshire OX14 4RN
Simultaneously published in the USA and Canada
by Routledge
2 Park Square, Milton Park, Abingdon, Oxfordshire OX14 4RN
Second edition published 2004
Routledge is an imprint of the Taylor & Francis Group
This edition published in the Taylor & Francis e-Library, 2004.
© 2001, 2004 Alison Theaker © contributors for their chapters
Typeset in Times by
Florence Production Ltd, Stoodleigh, Devon
Printed and bound in Great Britain by
MPG Books Ltd, Bodmin
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic, mechanical, or
other means, now known or hereafter invented, including photocopying
and recording, or in any information storage or retrieval system,
without permission in writing from the publishers.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
Theaker, Alison.
The public relations handbook, 2nd edition/Alison Theaker.
p. cm. – (Media practice)
Includes bibliographical references and index.
1. Corporations–Public relations. I. Title. II. Series.
HD59.T474 2001
659.2–dc21
00-065306
ISBN 0-203-60074-6 Master e-book ISBN
ISBN 0-203-33913-4 (Adobe eReader Format)
ISBN 0–415–31792–4 (hbk)
ISBN 0–415–31793–2 (pbk)

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