Public Relations Theory and Practice

Description

A ‘public’, from the standpoint of public opinion, is a group of people with similar interests who have a common opinion on a controversial subject. The importance of sound and significant public relations research to the management of all organisations is greater today than it has been in the past. Top executives are spending many hours studying how public attitudes towards their industries may affect their future operations, or turn into opportunities in terms of the market place and growth. The focus of opinion research and public relations research has been changing from the study of traditional publics to a greater attention to the study of “issues” and how best to make an impact on public attitudes for their benefit. Public relations communication is aimed at bringing about a change in attitude. The tools of public relation research may not have undergone much change in the past decade.
This book is a comprehensive guide on the basic foundations of public relations which include writing research, planning, ethics, organisational culture, law, and design through to the production of actual, effective public relations materials. Students of media studies and aspiring public relations professionals will find this book highly useful for its in-depth coverage of the topic. The book will also serve as a handy tool for practicing professionals.