An Introduction to Public Relations and Communication Management addresses the theoretical and practical needs of students. With an Australian focus and real-life examples this approach engages students, pointing out ways to extend their knowledge, to gain local and international perspectives, to understand the wider perspectives of the profession and its possibilities.

Theory to Practice:

• Practitioner Profiles – the voices of professionals to show students what their future career could look like.
• From the researcher’s desk – illustrate research and look to the future of PR
• Examples – from Australia, New Zealand and Asia to prepare students for their career.

New to this Edition:

• Three new chapters: Chapter 11 Government Relations: Information, Influence and Political Success; Chapter 8 Communicating on the Inside to Build Supportive Workforces; Chapter 15 PR Directions and Beginning a Toolkit For Your Future Career
• New case studies in each chapter examine real-world examples and how the theories played out in practice.
• Updated and revised Social Media chapter contains the latest research and theory about how to work in an area that’s constantly changing

Part 1: The Rationale for Practice
1. Twenty-first Century Public Relations
2. What is Shaping Public Relations Practice: Challenges and Developments
3. Theoretical Contexts
4. Public Relations Ethics
5. Public Relations Research
6. Focus on Asian Public Relations Stakeholder Management

Part 2: Public Relations Operations and Practice
7. Working on the Outside: Public Relations Practice in the Community
8. Communicating on the Inside to Build Supportive Workforces
9. Corporate-Level Public Relations: Reputations, Brands, Identities
10. Strategies to Proactively Manage Activity
11. Government Relations: Information, Influence and Political Success
12. An Issues-Crisis Perspective
13. Engaging with the Media
14. Social Media and Public Relations
15. PR Directions and Beginning a Toolkit For Your Future

Joy Chia – Head of School, School of Applied Media and Social Sciences, Monash University
Gae Synnott – Director, Synnott Mulholland Management Services

The following resources are available to students using An Introduction to Public Relations and Communication Management:

• An additional online chapter
• Audio chapter summaries
• Further reading
• Practitioner profiles and case studies from the first edition
• Weblinks

The following resources are available for lecturers using An Introduction to Public Relations and Communication Management:

• Instructor's Resource Manual
• PowerPoint slides

If you would like access to these resources or more information about this title, please contact your Oxford sales representative.