British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
Theaker, Alison.
The public relations handbook, 2nd edition/Alison Theaker.


content
Part I The context of public relations 1
1 What is public relations? 3
Johanna Fawkes
2 Public relations and communications 18
Johanna Fawkes
3 Public relations, politics and the media 32
Ian Somerville
4 Public relations and management 48
Anne Gregory
5 Professionalism and regulation 66
Part II Strategic public relations 81
6 Corporate communication 83
Emma Wood
7 Corporate identity 95
Emma Wood
8 Public affairs and issues management 115
9 Business ethics, public relations and
corporate social responsibility 131
Part III Stakeholder public relations 145
10 Media relations 147
11 Internal communications 164
12 Corporate social responsibility in action: corporate
community involvement and cause-related marketing 183
13 An introduction to financial public relations 205
Keeley Clarke
14 Public sector public relations 218
15 Consumer public relations 232
16 Business-to-business public relations 249
17 Using the internet effectively in public relations 256
Jo Chipchase and Alison Theaker
Part IV Shaping the future 283
18 Changing media 285
19 Research and evaluation – PR grows up? 299
20 Future challenges for PR 320
21 Coping with culture 332
Bibliography 347
Index 360