Introduction to Public Relations 1st Edition by Sue Wolstenholme ISBN 0273750992 9780273750994

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ISBN 10: 0273750992 
ISBN 13: 9780273750994
Author: Sue Wolstenholme

Introduction to Public Relations provides an overview of PR from a global and critical perspective. The philosophy behind this new book is to encourage questioning by throwing in controversial ideas and different approaches; to show that there is more than one way to approach an issue and that some approaches can actually be harmful to the interests of society. It intends to try to foster a critical as well as a creative approach to the subject to prepare the undergraduate to go on to study and practice to achieve higher levels of originality.

This book is ideal for undergraduate and postgraduate students taking modules in Public Relations as well as those studying at Foundation, Advanced Certificate and Diploma levels with the CIPR.

 Introduction to Public Relations 1st Table of contents:

Part 1 What is public relations?
1 What public relations is and what it is not
Introduction
Definitions
Roles
Social marketing
Communication
Dialogue
Public relations education and professional development in the UK
Women in public relations
Social media
Is public relations a profession?
International considerations
The medium is the message
Conclusion
References
2 What do PR practitioners do?
Introduction
Clothes to fit the practitioners
All the different things they do
Summary
References
3 What is a public?
Introduction
What is a public?
Issues management
Corporate social responsibility
The channels
Relationships
Conclusion
References
4 Ethics and public relations
Introduction
What are ethics and morals?
Social responsibility
A question of ethics
References
Part 2 Skills in public relations
5 An introduction to international communication
What is international communication?
Products are global but people are not
Ignore cultural differences at your peril
Hofstede’s dimensions of culture
Running a virtual team
References
6 Writing press releases
Introduction
Building interest
Correct and effective language
Press release writing style
Selecting appropriate words
Structuring a press release
Headings
First paragraph
Spokesperson quote
Boilerplates or notes to editors
Press release layout
Finding the hook
Using the visibility study
Issue-led press releases
Press releases and photographs
When not to use a press release
Other issues associated with press releases
Press release delivery and recipients
Embargoes
Press releases in use
Press releases and social media
Summary and learning points
Further reading
References
7 Communicating by objectives
Introduction
The elements of public relations planning and management
Campaigns, programmes and social movements
The public relations campaign: communication by objectives (CBO) model
Conclusion
References
8 Crisis management
Introduction
Issues management
Business crises
The internet
Being crisis-prone
The plan
References
Part 3 Reconceptualising PR
9 The Stockholm Accords
Introduction
The rationale
Value chains and networks
Communicative leadership
Communicators’ competencies
Theory
Scurrilous portraits
Conclusion
Returning to the Stockholm Accords

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