This text is the definitive academic guide on public relations and one of the only texts on the market to take this particular approach to the field. It offers critical analysis of the subject, blended with theory and real-life application, making use of a number of pedagogical features including case studies, exercises and discussion questions for a unique approach to the subject.

1 Public relations origins: definitions and history 2 Public relations and media 3 Digital and social media 4 Public relations and democracy 5 Community and society: corporate social responsibility (CSR) 6 International and multicultural context of public relations 7 Role of the public relations practitioner 8 Public relations theories: an overview 9 Strategic public relations planning and management 10 Public relations program research and evaluation 11 Corporate image, reputation and identity 12 Public relations, propaganda and the psychology of persuasion 13 Public relations' professionalism and ethics 14 Media relations 15 Internal communication 16 Managing community involvement program 17 Issues management 18 Crisis public relations management 19 Public relations and the consumer 20 Business-to-business public relations 21 Public affairs 22 PR in the world of finance 23 Integrated marketing communications 24 Sponsorship and public relations 25 Corporate communication 26 Non-government organisations and pressure groups 27 Celebrity public relations 28 Strategic communication and social marketing in healthcare 29 What next? Future issues for public relations

    Exploring Public Relations: Global Strategic Communication is the definitive academic text on public relations. Now into its fourth edition, it continues to offer a critical analysis, blending theory with real-life application, including many case studies, exercises and discussion questions. Beloved by practitioners and students alike, this is the ideal accompaniment to any PR course.   This new edition has been updated with the following features: -    A new chapter on digital and social media and changes to public relations practice due to digital communications considered in each chapter -    Coverage of fashion, beauty and sports  public relations -    Societal changes and impact on public relations for example how Generation Y interacts with PR -    Updated case studies and mini-cases throughout   Instructor’s manual and slides are available to lecturers.   A popular textbook for professional body and professional PR courses as well as undergraduate and postgraduate level as it continues to engage students with the thought processes behind some of the latest PR stunts.   “It’s an excellent introductory level textbook with a European perspective on public relations.  The combination of a written chapter with an extensive list of follow up reading is particularly useful.  It covers a very wide range of relevant subjects.” Derek Hodge, Teaching Fellow, University of Stirling   “I have worked with Exploring Public Relations since it was fi rst published. It provides a complete in-depth and up-to-date overview of the professional domain of communication practitioners. An easy read, with thoughtprovoking case studies and ample opportunity for refl ection and further study, in - and outside the classroom this book is a real fi nd, for students and lecturers alike. Thank you, Ralph Tench and Liz Yeomans.” Lekje Smit, Programme Director: Master’s in International Communication, Hanze University of Applied Sciences, Groningen, Netherlands   Professor Ralph Tench is Professor of Communication Education, Leeds Beckett University. Ralph was the subject leader for public relations and communications at the university for 10 years where he oversaw the expansion of the undergraduate, postgraduate and professional course portfolio. He has managed the largest EU funded public relations research projects and his work is widely published in books and academic journals, ranging from management to media journals, and has presented his research around the world. He is a past Board member and President of the European Public Relations Education and Research Association, 2018-2019.   Liz Yeomans is Principal Lecturer, Public Relations and Communication, Leeds Beckett University. Liz was the subject leader for public relations and journalism at the university. Her current responsibilities include research and research ethics. She continues to teach undergraduate and postgraduate students, supervise doctoral students, and publish in books and academic journals.