Public Relations Campaigns

Second Edition

Mark Sheehan, Robina Xavier

Public Relations Campaigns

Second Edition

Mark Sheehan, Robina Xavier

ISBN:

9780195578621

Binding:

Paperback

Published:

4 Apr 2014

Availability:

Print on demand

Series:

$89.95 AUD

$102.99 NZD

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Description

This text uses real life cases to take students step-by-step through the diverse range of elements involved in planning and building a public relations campaign. It begins with an introduction to theory then focuses strongly on practice, with case studies that demonstrate how campaigns are implemented in the various disciplines of PR, including through media relations, crisis management, risk communication, community relations, employee relations, marketing publication relations, international public relations, political and government relations and financial relations.

New to this edition

  • New and contemporary case studies are included to examine campaign development and implementation processes.
  • New Practitioner Profiles - Q & As with professionals at different stages in their careers.

Contents

1. Introduction to Public Relations Campaigns 
Mark Sheehan
2. Public Relations Campaigns in Australia: A Historical Overview 
Mark Sheehan
3. An Introduction to Contemporary Public Relations Theory 
Bronwyn Kirby
4. Understanding Research 
Mark Civitella
5. Third Sector Public Relations: Every Australian Counts—Making the NDIS Real 
Paul Adams
6. Social Marketing: DrinkWise Australia 
Noel Turnbull
7. An NGO Using People Power: GetUp 104
Emma Bennett
8. Internal Communication: Future Ready at La Trobe University 
Karen Morath
9. Public Relations in the Finance Sector 
Mark Sheehan and David Manallack
10. Marketing Public Relations: Juice it Right 
Gwyneth V. J. Howell and Rohan Miller
11. Community Risk Issue Activists: Coal Seam Gas in Australia 
Chris Galloway and Tony Jaques
12. Issues and Crisis Management: James Hardie Industries 
Gwyneth V. J. Howell
13. Emergency Crisis Communication: Returning Power to Collinsville 
Robina Xavier
14. Tourism and Public Relations: Bringing Oprah ‘Down Under’ 
Ingrid Larkin
15. Crisis Communication and Reputation: Energex and the 2011 Queensland Floods 
Ingrid Larkin

Authors

Mark Sheehan - Senior Lecturer and Course Director in Public Relations, School of Communication and Creative Arts, Deakin University

Robina Xavier - Professor and Executive Dean of the QUT Business School at Queensland University of Technology

Contributors

Paul Adams
Emma Bennett
Mark Civitella
Chris Galloway
Gwyneth Howell
Tony Jaques
Bronwyn Kirby
Ingrid Larkin
David Manallack
Rohan Miller
Karen Morath
Noel Turnbull

Sample Pages

Read a sample chapter from Public Relations Campaigns


Chapter 1: Introduction to Public Relations Campaigns