The Essentials of Public Relations

This study explores the theory, techniques and skills that combine to result in professional public relations. The practice has come a very long way, rapidly, and the full dynamic range of public relations in the modern business world comes under careful scrutiny in this book. Building on his many years' of experience, Professor Black explains the valuable role public relations plays in business through: the strategic role of public relations; a comparison between public relations, propaganda, advertising and marketing; influencing public opinion and opinion-formers; media relations and parliamentary liaison; the methods and management of public relations; visual communication; internal public relations; crisis management; and international public relations and networking.