The Public Relations Handbook

Alison Theaker has over 30 years’ experience in public relations and management as a practitioner and academic. She was the first Head of Education and Training at the then Institute of Public Relations, as well as Principal Lecturer and Course Leader in Public Relations at Leeds Business School and Scholar in Residence in the School of Marketing Communication at Emerson College, Boston, US. She is an elected Fellow of the Chartered Institute of Public Relations and co-authored Effective Media Relations. She has delivered research papers at conferences in the UK, US and Australia on team-working in public relations, improving students’ writing skills and the future of PR as a profession. She is now a coach for small businesses, running her own consultancy, The Spark, in Devon, www.thesparkuk.com, as well as an Associate Lecturer at the University of Plymouth and undertaking a PhD in the role of mentoring for women entrepreneurs at the University of Bath.

Contents

Part 1 The context of public relations






What is public relations?
Sarah Roberts Bowman




Public relations and communications
Sarah Roberts-Bowman




Public relations, politics and the media
Sarah Roberts-Bowman and Gloria Walker




Public relations and management
Anne Gregory




Ethics, professionalism and regulation
Alison Theaker

Part 2 Strategic public relations




Public relations and corporate communication
Sarah Roberts-Bowman and Gloria Walker




Public relations and corporate identity
Emma Wood




Risk, issues and crisis management
Heather Yaxley




Public relations and corporate social responsibility
Antonio Marques Mendes




Measurement and evaluation
Mairead McCoy




Public relations and globalisation
Averill Gordon

Part 3 Stakeholder public relations




Media relations in the social media age
Philip Young




Internal communications
Liam Fitzpatrick




Financial communications
Annette Spencer




Public sector public relations
Susan Kinnear




Consumer public relations
Michael Frohlich




Business to business public relations
Loretta Milan




Public relations and engagement in the not for profit sector
Alan Anstead




Using new technology effectively in public relations
Heather Yaxley




Activism and public relations
Philip Young

Part 4 Shaping the future




Future challenges for public relations

Alison Theaker