Public Relations Campaigns

About the Book

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.

Table of Contents:
1. Introduction to Public Relations Campaigns  Mark Sheehan 2. Public Relations Campaigns in Australia: A Historical Overview  Mark Sheehan 3. An Introduction to Contemporary Public Relations Theory  Bronwyn Kirby 4. Understanding Research  Mark Civitella 5. Third Sector Public Relations: Every Australian Counts—Making the NDIS Real  Paul Adams 6. Social Marketing: DrinkWise Australia  Noel Turnbull 7. An NGO Using People Power: GetUp 104 Emma Bennett 8. Internal Communication: Future Ready at La Trobe University  Karen Morath 9. Public Relations in the Finance Sector  Mark Sheehan and David Manallack 10. Marketing Public Relations: Juice it Right  Gwyneth V. J. Howell and Rohan Miller 11. Community Risk Issue Activists: Coal Seam Gas in Australia  Chris Galloway and Tony Jaques 12. Issues and Crisis Management: James Hardie Industries  Gwyneth V. J. Howell 13. Emergency Crisis Communication: Returning Power to Collinsville  Robina Xavier 14. Tourism and Public Relations: Bringing Oprah ‘Down Under’  Ingrid Larkin 15. Crisis Communication and Reputation: Energex and the 2011 Queensland Floods  Ingrid Larkin

About the Author :
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.