Public relations is a business function an organization cannot decide it does not want. This text provides a survey and analysis of PR, drawing on a variety of illustrations and case histories and referring to a range of techniques.

Public Relations is one business function an organisation cannot decide it does not want. The only option is whether to manage PR as a conscious and deliberate activity, or to leave it to chance and hope for the best - a sure route to bad public relations. In this new text the author provides a comprehensive survey and analysis of PR drawing on a variety of illustrations and case histories and referring to a whole battery of techniques. It will be essential reading for students and others wishing to understand the dynamics and importance of Public Relations.

Introduction - What Public Relations Can Do - Choosing and Using Public Relations - Public Relations and Marketing - Research and Public Relations - Corporate and Financial Relations - Government Relations - Employee and Community Relations - The Third Sector - Customer and Consumer Relations - Media Relations - Organising and Training for Excellence - Paying for Public Relations - Public Relations in Crisis - Evaluation - Conclusion: The Final Portfolio - Appendices