Paperback
Public Relations Campaigns
Second Edition
Mark Sheehan, Robina Xavier
$89.95 AUD
- ISBN:
- 9780195578621
- Published:
- 5 Apr 2014
- Availability:
- Print on demand
This text uses real life cases to take students step-by-step through the diverse range of elements involved in planning and building a public relations campaign. It begins with an introduction to theory then focuses strongly on practice, with case studies that demonstrate how campaigns are implemented in the various disciplines of PR, including through media relations, crisis management, risk communication, community relations, employee relations, marketing publication relations, international public relations, political and government relations and financial relations.
New to this edition
- New and contemporary case studies are included to examine campaign development and implementation processes.
- New Practitioner Profiles - Q & As with professionals at different stages in their careers.
1. Introduction to Public Relations Campaigns
Mark Sheehan
2. Public Relations Campaigns in Australia: A Historical Overview
Mark Sheehan
3. An Introduction to Contemporary Public Relations Theory
Bronwyn Kirby
4. Understanding Research
Mark Civitella
5. Third Sector Public Relations: Every Australian Counts—Making the NDIS Real
Paul Adams
6. Social Marketing: DrinkWise Australia
Noel Turnbull
7. An NGO Using People Power: GetUp 104
Emma Bennett
8. Internal Communication: Future Ready at La Trobe University
Karen Morath
9. Public Relations in the Finance Sector
Mark Sheehan and David Manallack
10. Marketing Public Relations: Juice it Right
Gwyneth V. J. Howell and Rohan Miller
11. Community Risk Issue Activists: Coal Seam Gas in Australia
Chris Galloway and Tony Jaques
12. Issues and Crisis Management: James Hardie Industries
Gwyneth V. J. Howell
13. Emergency Crisis Communication: Returning Power to Collinsville
Robina Xavier
14. Tourism and Public Relations: Bringing Oprah ‘Down Under’
Ingrid Larkin
15. Crisis Communication and Reputation: Energex and the 2011 Queensland Floods
Ingrid Larkin
Mark Sheehan - Senior Lecturer and Course Director in Public Relations, School of Communication and Creative Arts, Deakin University
Robina Xavier - Professor and Executive Dean of the QUT Business School at Queensland University of Technology
Contributors
Paul Adams
Emma Bennett
Mark Civitella
Chris Galloway
Gwyneth Howell
Tony Jaques
Bronwyn Kirby
Ingrid Larkin
David Manallack
Rohan Miller
Karen Morath
Noel Turnbull
Mark Sheehan is Senior Lecturer in Public Relations in the School of Communication & Creative Arts (SCCA) at Deakin University, Australia. He was the founding Postgraduate Course Director of the Master of Arts (Professional Communication) and Associate Head of School - Regional and Development. Since 2006 he has edited the Asia Pacific Public Relations Journal and has published widely on public relations in Australia, lobbying, crisis management and risk communication. Professor Robina Xavier is Executive Dean of the QUT Business School and has more than twenty years' experience in public relations practice and education. After starting her career with the federal government in Canberra, Robina moved to consulting, working primarily in the areas of investor relations and issues management. Prior to joining QUT, she managed the Corporate and Finance Division for Turnbull Fox Phillips in Queensland.
Read a sample chapter from Public Relations Campaigns