The public relations handbook/ Alison Theaker.

Includes bibliographical references (p. [385]-407) and index.

The context of public relations. What is public relations?/ Johanna Fawkes -- Public relations and communications/ Johanna Fawkes -- Public relations, politics and the media/ Emma Wood, Ian Somerville -- Public relations and management/ Anne Gregory -- Professionalism and regulation -- Strategic public relations. Public relations and corporate communication / Emma Wood, Ian Somerville -- Public relations and corporate identity/ Emma Wood, Ian Somerville -- Public affairs and issues management -- Business ethics, public relations and corporate social responsibility/ Emma Wood, Ian Somerville -- Research and evaluation : measuring the unmeasurable? -- Coping with culture : global public relations -- Stakeholder public relations. Media relations/ John Hitchins -- Internal communications -- Corporate social responsibility in action : corporate community involvement and cause-related marketing -- An introduction to financial public relations/ Keeley Clarke -- Public sector public relations -- Consumer public relations -- Business-to-business public relations -- Not-for-profit public relations / Peter Brill, Cinzia Marrocco -- Using new technology effectively in public relations -- Shaping the future. Future challenges for PR.