Mastering Public Relations

by Anthony Davis

In an engaging and accessible style, Mastering Public Relations takes a strategic management approach to providing a broader and deeper understanding through a well balanced interpretation of theory and practice. For undergraduate, diploma and CPD readers, this non partisan, wide ranging introduction sets public relations and its likely development in meaningful, relevant context. Recurring themes include ethics, social responsibility and international applications. There are multiple case studies and examples, numerous thought provoking questions and many more unusual topics included. MARKET 1: Undergraduates studying PR, either as straight PR, or combined with other subjects (e.g. marketing); HND/HNC; CPD; CAM and Diploma courses MARKET 2: MBA students; Professionals responsible for managing PR & communications; Business people on short management courses

ANTHONY DAVIS is a writer and consultant, specializing in marketing and business communications. He has lectured extensively on public relations and trained non-marketing managers in public relations and marketing.

Preface Introduction The Purpose of Public Relations Within the Organisation Outside the Organisation Communication Research, Planning and Evaluation The Customers Within Marketing Public Affairs Community Relations The Media Global Public Relations The Occupation of Public Relations Futures Bibliography Index