Alison Theaker has over 30 years' experience in public relations and management as a practitioner and academic. She was the first Head of Education and Training at the then Institute of Public Relations, as well as Principal Lecturer and Course Leader in Public Relations at Leeds Business School and Scholar in Residence in the School of Marketing Communication at Emerson College, Boston, US. She is an elected Fellow of the Chartered Institute of Public Relations and co-authored Effective Media Relations. She has delivered research papers at conferences in the UK, US and Australia on team-working in public relations, improving students' writing skills and the future of PR as a profession. She is now a coach for small businesses, running her own consultancy, The Spark, in Devon, [...] as well as an Associate Lecturer at the University of Plymouth and undertaking a PhD in the role of mentoring for women entrepreneurs at the University of Bath.

Contents

Part 1 The context of public relations

1. What is public relations?

Sarah Roberts Bowman

2. Public relations and communications

Sarah Roberts-Bowman

3. Public relations, politics and the media

Sarah Roberts-Bowman and Gloria Walker

4. Public relations and management

Anne Gregory

5. Ethics, professionalism and regulation

Alison Theaker

Part 2 Strategic public relations

6. Public relations and corporate communication

Sarah Roberts-Bowman and Gloria Walker

7. Public relations and corporate identity

Emma Wood

8. Risk, issues and crisis management

Heather Yaxley

9. Public relations and corporate social responsibility

Antonio Marques Mendes

10. Measurement and evaluation

Mairead McCoy

11. Public relations and globalisation

Averill Gordon

Part 3 Stakeholder public relations

12. Media relations in the social media age

Philip Young

13. Internal communications

Liam Fitzpatrick

14. Financial communications

Annette Spencer

15. Public sector public relations

Susan Kinnear

16. Consumer public relations

Michael Frohlich

17. Business to business public relations

Loretta Milan

18. Public relations and engagement in the not for profit sector

Alan Anstead

19. Using new technology effectively in public relations

Heather Yaxley

20. Activism and public relations

Philip Young

Part 4 Shaping the future

21. Future challenges for public relations

Alison Theaker