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Synopsis

"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 development of public relations; explores ethical issues which affect the industry; examines its relationship with politics, lobbying organisations and journalism; assesses its professionalism 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 Devon County Council's Don't Let Devon Go To Waste campaign, Airbus, Somerfield, BT, the Alzheimer's Society and Emirates Airlines." The Public Relations Handbook" includes: case studies, examples, and illustrations from a range of campaigns from small and multinational corporations, local government and charities; specialist chapters on - nancial public relations, internal communications and marketing public relations; strategic overviews of corporate identity, globalization and evaluation; thorough examination of ethics and professionalism; over twenty illustrations from recent PR campaigns; a new chapter dealing with public relations for charities; and, a completely revised chapter on dealing with the internet effectively.