[Studyguide for Exploring Public Relations by Tench, Ralph, ISBN 9780273715948 (Cram101 Textbook Outlines)] [Author: Cram101 Textbook Reviews] [December, 2010]

The most comprehensive and engaging European Public Relations textbook available.

Exploring Public Relations is the definitive academic text on Public Relations. The first edition, which published in 2006, has sold in its thousands and is now essential reading on courses in PR at undergraduate and postgraduate level. This second edition continues to provide a critical analysis of the subject and a sophisticated blend of theory with real life, and includes many case studies, activity exercises, discussion questions and full colour photographs to illustrate the discussions in the text.
New to this edition:

• New chapter on ¿celebrity¿, keeping up to date with the latest PR stunts
• Rewritten chapter on Media Relations
• More case material on internationalisation/globalisation - from Asia and South America specifically, showing the truly global nature of PR
• Glossary at the back of the book guides the reader through the jargon

Professor Ralph Tench is professor of communications education at Leeds Metropolitan University. Ralph was the subject leader for public relations and communications at Leeds Metropolitan University for 10 years where he oversaw the expansion of the undergraduate, postgraduate and professional course portfolio. He is widely published in books and academic journals ranging from management to education journals and has presented his research around the world.

Liz Yeomans is subject leader for public relations and communications at Leeds Metropolitan University. Since joining the university in 1994, Liz has helped establish a centre of excellence in public relations education and training. As well as contributing to the BA (Hons) Public Relations programme, she has developed and taught new courses for working professionals ¿ including the nationally recognised qualification the Chartered Institute of Public Relations Diploma.

Content: PART 1 The Context of Public Relations Ch 1 Public Relations origins -- definitions and history Ch 2 Management and organisation of Public Relations Ch 3 Role of the Public Relations practitioner Ch 4 Media context of contemporary public relations and journalism Ch 5 Public relations and democracy Ch 6 Community and society: corporate social responsibility (CSR) Ch 7 International context of public relations PART 2 Public relations theories and concepts Ch 8 Public relations theories: an overview Ch 9 Public relations as planned communication Ch 10 Public relations research and evaluation Ch 11Audiences, stakeholders, publics Ch 12 Corporate image, reputation and identity Ch 13 Public relations, propaganda and the psychology of persuasion Ch 14 Ethics and professionalism in public relations PART 3 Public relations specialisms Ch 15 Media relations Ch 16 Internal communication Ch 17 Managing community involvement programmes Ch 18 Issues management Ch 19 Crisis public relations management Ch 20 Public relations and the consumer Ch 21 Business-to-business public relations Ch 22 Public affairs Ch 23 Financial Public Relations (FPR) Ch 24 Public relations for information and communications technologies: principles and planning Ch 25 Integrated marketing communications Ch 26 Sponsorship PART 4 Sectoral considerations Ch 27 Corporate communication Ch 28 Campaigning organisations and pressure groups Ch 29 Public sector communication and social marketing Ch 30 Arts, leisure and entertainment public relations Ch 31Celebrity and Public Relations Ch 32 What next? Future issues for public relations