Public Relations: The Basics

the long version

Public Relations: The Basics is a highly readable introduction to one of the most exciting and fast-paced media industries. Both the practice and profession of public relations are explored and the focus is on those issues which will be most relevant to those new to the field: research, strategy, tactics and evaluation (the four key phases of public relations campaigns); history and evolution of public relations; and basic concepts of the profession, including ethics, professionalism, and theoretical underpinnings. Contemporary international case studies are woven throughout the text, ensuring that the book is relevant to a global audience. Also featured are a glossary and an appendix on first steps towards a career in public relations.--Adapted from publisher description.