Exploring Public Relations and Management Communication examines the strategic importance of PR to organisational performance. Focused on PR in the modern era, it preserves the qualities readers have valued: clarity, evidence-based argument and a link between theory and practice.
The 6th Edition was rewritten to account for a transformed geopolitical, media and societal landscape since the previous edition-one in which AI is an everyday communication tool. The authors have introduced new chapters on strategic communications, AI, and communication and leadership in the age of GenAI, while retaining the long-standing themes of relationships, reputation, ethics, planning, measurement and communications management.
Public relations: origins and definitions
Working with the media
Social media for public relations
Public relations, politics and democracy
Community and society: corporate social responsibility (CSR) and environment, social and governance (ESG)
Interculturalism and working internationally
The role of the practitioner
Public relations theories: Leadership communication in the age of GenAI
Strategy and strategic management in public relations planning and management
Strategic public relations planning and management
Measurement and evaluation for effectiveness and impact
Disinformation, fake news and social reality
Corporate image, reputation and identity
Public relations: professionalism and ethics
Media relations
Internal communications
Issues management
Crisis public relations management
Artificial intelligence and communication
Strategic communications
Influencing international policy development
Integrated marketing communications
Corporate communications
Strategic non-profit communications
Celebrities and influencers
Health communications
Sports, public relations and sponsorship
Fashion public relations
Future issues for public relations and management communication
