Introducing public relations : theory and practice / Keith Butterick.

Includes bibliographical references and index.

Exciting, engaging and dealing with both the theory and day-to-day practice of public relations, this is a conscise and approachable alternative to the larger, dryer and more expensive textbooks currently on the market.

Pt. 1. Public relations in theory. Introducing the theory -- The origins of public relations -- Marketing, advertising and public relations : similarities and differences explored and explained -- Reputation management -- Crisis management : public relations centre stage -- Corporate social responsibility and ethics -- part 2. Public relations in practice. Introducing the practice -- Public relations in-house -- Public relations consultancies -- Strategy, research, measurement and evaluation -- Putting effective PR campaigns into practice -- Corporate communications and financial PR -- Government and the public sector -- From charities to celebrities : the variety and diversity of PR practice -- Where PR (and you) can go next.