PR today : the authoritative guide to public relations / Trevor Morris and Simon Goldsworthy.

Revised edition of PR today, 2012.

Machine generated contents note: -- PART I: THEORY AND ANALYSIS -- 1. Understanding Public Relations -- 2. PR Ethics -- 3. The Make-Up of the PR Industry -- 4. PR, Marketing and Advertising -- 5. Internal Communications -- 6. Lobbying, Political and Government PR -- 7. PR in the Online World -- 8. Corporate Social Responsibility -- 9. PR and the Law -- PART II: PLANNING AND STRATEGY -- 10. POSTAR: Positioning, Objectives, Strategy, Tactics, Administration, Results -- PART III: PRACTICE -- 11. Presenting, Pitching and Public Speaking -- 12. PR Media Skills -- 13. Event Management -- 14. Crisis Management -- PART IV: CONCLUSION -- 15. Public Relations: Into the Future.

"Whether you're a student of public relations, someone who hopes to break into one of today's most popular growth industries or someone who wants to understand PR better, this book is for you. The new and fully-updated second edition of this acclaimed textbook takes account of the rapid change in the PR industry, including a thoroughly revised and expanded chapter on digital PR. It offers a guide to public relations, spanning all aspects of PR work, including fashion, events management, crisis communications, politics, celebrity PR and corporate communications. It combines essential practical guidance with a thought-provoking analysis of this exciting but enigmatic industry, its ethical dilemmas and the role it plays in the contemporary world - not least its controversial but crucial relationship with the media. With a wealth of international examples, PR Today offers a fresh, lively and realistic perspective on its subject, based on the authors' rare combination of top level experience, insider knowledge and years of teaching and writing about PR. "-- Provided by publisher.