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Second Edition
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- Three new chapters: Chapter 11, Government Relations: Information, Influence and Political Success; Chapter 8, Managing Communication from Within: a Not for Profit and Corporate Perspective; Chapter 15, PR Directions and Beginning a Toolkit For Your Future Career.
- Contains the theory and practical skills to provide a complete introduction to the profession of Public Relations.
- Includes Practitioner Profiles to provide students with the opportunity to grasp what PR management is, how to manage and work with clients and key publics and what is included in manageable budgets, realities, risks and the diversity of public relations practice alongside other professions important to practice.
- An Australian text with international perspectives offering both a local and global PR education.
- Up-to-date 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.
Introduction to Public Relations. Not handshaking and backslapping. Good people skills are a very important part of public relations but today you will not retain an account by expensing three-martini lunches. Public relations is about communicating effectively—it’s not about socialising gracefully. Not journalism. BJL1104: INTRODUCTION TO PUBLIC RELATIONS Contact hours: 42 Pre-requisites: None Purpose: To help students understand the concepts related to how an organization should relate with the public (s) which includes: the clients, government, dealers, competitors, and the society among others.