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.

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

Read a sample chapter from Public Relations Campaigns
Chapter 1: Introduction to Public Relations Campaigns