OUPANZ ebook Public Relations and Strategic Communication

Public Relations and Strategic Communication provides a comprehensive introduction into public relations and the building blocks of strategic communication that support its practice. It questions conventional methods and approaches public relations as a media-centered, people-focused, transcultural, and transnational effort, integrating traditional and social media throughout. This text explores the theories of public relations and asks you to apply them to real and contemporary scenarios so you can experience how the theories will function in real life. These practical elements will prompt you to take a proactive approach to your studies, and provide you with a real understanding of what it is like to work in the industry. KEY FEATURES Includes case studies, critical reflection questions, and multiple choice questions that highlight the application of theory to practice, encouraging students to test and assess their understanding Emphasises campaign management and PR planning and strategy throughout to prepare students for further study, and to provide them with the foundations to be a successful PR practitioner Provides industry insights through practitioner interviews that offer helpful advice about preparing for a career in PR Includes tables and flowcharts to help students visualise concepts such as PR hierarchy and organisational structure Takes a global approach, drawing on a variety of local and international examples, including: Nike’s ‘She Runs the Night’ campaign and its transmedia storytelling strategy Telstra’s use of the social media network Yammer as an internal communications tool 2Day FM’s royal prank and Southern Cross Austereo’s response to the media-made crisis Child labour practices in the cocoa industry, and the use of Change.org to petition Lindt to consider its corporate social responsibility.