Overview

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 editionNew 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.

Full Product Details

Author:   Mark Sheehan (, Senior Lecturer, School of Communication and Creative Arts, Deakin University) ,  Robina Xavier (, Professor/Executive Dean, School of Advertising, Marketing and Public Relations, QUT Business School)
Publisher:   Oxford University Press Australia
Imprint:   OUP Australia and New Zealand
Edition:   2nd Revised edition
Dimensions:   Width: 17.00cm , Height: 1.30cm , Length: 24.40cm
Weight:   0.452kg
ISBN:  

9780195578621

ISBN 10:   0195578627
Pages:   288
Publication Date:   04 April 2014
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us.

Table of Contents

1. Introduction to Public Relations Campaigns Mark Sheehan2. Public Relations Campaigns in Australia: A Historical Overview Mark Sheehan3. An Introduction to Contemporary Public Relations Theory Bronwyn Kirby4. Understanding Research Mark Civitella5. Third Sector Public Relations: Every Australian Counts—Making the NDIS Real Paul Adams6. Social Marketing: DrinkWise Australia Noel Turnbull7. An NGO Using People Power: GetUp 104Emma Bennett8. Internal Communication: Future Ready at La Trobe University Karen Morath9. Public Relations in the Finance Sector Mark Sheehan and David Manallack10. Marketing Public Relations: Juice it Right Gwyneth V. J. Howell and Rohan Miller11. Community Risk Issue Activists: Coal Seam Gas in Australia Chris Galloway and Tony Jaques12. Issues and Crisis Management: James Hardie Industries Gwyneth V. J. Howell13. Emergency Crisis Communication: Returning Power to Collinsville Robina Xavier14. Tourism and Public Relations: Bringing Oprah ‘Down Under’ Ingrid Larkin15. Crisis Communication and Reputation: Energex and the 2011 Queensland Floods Ingrid Larkin

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Author Information

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.

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