,THE PUBLIC RELATIONS
HANDBOOK
The Public Relations Handbook provides an engaging, in-depth exploration of the
dynamic and ever-evolving public relations (PR) industry.
Split into three parts exploring key conceptual themes in public relations, this book
offers an overview of topics including: strategic PR; politics and the media; media
relations in the social media age; strategic communication management; PR ethics;
activism and PR; and the effects of globalisation and technology on the feld. This
book also includes a discussion of critical themes in PR research and exploratory
case studies of PR strategies in a variety of institutions, including the Royal Society of
Chemistry, Corps Security and The Chartered Institute of Public Relations. Featuring
wide-ranging contributions from key fgures in the PR profession, this new edition pre-
sents fresh views on AI, social media curation and ‘the decline of media’, and is packed
with student-friendly features including clear chapter aims, discussion questions and
further reading suggestions throughout.
The Public Relations Handbook is an ideal resource for students of public relations,
corporate and strategic communications, and marketing communications.
This book is supported by additional instructor resources, including brand-new
classroom activities for every chapter available at www.routledge.com/9781032852683.
Alison Theaker has over 30 years’ experience in public relations and management
as a practitioner and academic. She was the frst Head of Education and Training at
the then Institute of Public Relations, as well as Principal Lecturer and Course Leader
in Public Relations at Leeds Business School, UK, and Scholar in Residence in the
School of Marketing Communication at Emerson College, Boston, US. She is an
elected Fellow of the Chartered Institute of Public Relations and is now an executive
coach for small businesses, running her own consultancy, The Spark, UK, as well as
a tutor at Cambridge Marketing College, UK. She completed her MPhil on the role of
mentoring for women entrepreneurs at Bath University, UK, in 2023. As co-director of
Live Life for Me, she works with individuals and organisations providing courses on
menopause and beyond.
,Media Practice
Edited by James Curran, Goldsmiths College, University of London
The Media Practice handbooks are comprehensive resource books for students of
media and journalism, and for anyone planning a career as a media professional. Each
handbook combines a clear introduction to understanding how the media work with
practical information about the structure, processes and skills involved in working in
today’s media industries, providing not only a guide on ‘how to do it’ but also a critical
refection on contemporary media practice.
The Alternative Media Handbook The Photography Handbook
Kate Coyer, Tony Dowmunt and Alan 3rd edition
Fountain Terence Wright
The Cyberspace Handbook The Sound Handbook
Jason Whittaker Tim Crook
The Digital Media Handbook The New Television Handbook
2nd edition 5th edition
Andrew Dewdney and Peter Ride Patricia Holland
The Documentary Handbook The Advertising Handbook
Peter Lee-Wright 4th edition
Jonathan Hardy, Iain MacRury and
The Fashion Handbook
Helen Powell
Tim Jackson and David Shaw
The Magazines Handbook
The Film Handbook
4th edition
Mark de Valk with Sarah Arnold
Jenny McKay
The Graphic Communication
The Public Relations Handbook
Handbook
6th edition
Simon Downs
Alison Theaker
The Music Industry Handbook
The Radio Handbook
2nd edition
4th edition
Paul Rutter
John Collins and Arran Bee
The Newspapers Handbook
The Public Relations Handbook
5th edition
7th edition
Richard Keeble
Alison Theaker
For more information, please visit: https://www.routledge.com/Media-Practice/book-series/SE0241
, THE PUBLIC RELATIONS
HANDBOOK
Seventh Edition
Edited by Alison Theaker
HANDBOOK
The Public Relations Handbook provides an engaging, in-depth exploration of the
dynamic and ever-evolving public relations (PR) industry.
Split into three parts exploring key conceptual themes in public relations, this book
offers an overview of topics including: strategic PR; politics and the media; media
relations in the social media age; strategic communication management; PR ethics;
activism and PR; and the effects of globalisation and technology on the feld. This
book also includes a discussion of critical themes in PR research and exploratory
case studies of PR strategies in a variety of institutions, including the Royal Society of
Chemistry, Corps Security and The Chartered Institute of Public Relations. Featuring
wide-ranging contributions from key fgures in the PR profession, this new edition pre-
sents fresh views on AI, social media curation and ‘the decline of media’, and is packed
with student-friendly features including clear chapter aims, discussion questions and
further reading suggestions throughout.
The Public Relations Handbook is an ideal resource for students of public relations,
corporate and strategic communications, and marketing communications.
This book is supported by additional instructor resources, including brand-new
classroom activities for every chapter available at www.routledge.com/9781032852683.
Alison Theaker has over 30 years’ experience in public relations and management
as a practitioner and academic. She was the frst Head of Education and Training at
the then Institute of Public Relations, as well as Principal Lecturer and Course Leader
in Public Relations at Leeds Business School, UK, and Scholar in Residence in the
School of Marketing Communication at Emerson College, Boston, US. She is an
elected Fellow of the Chartered Institute of Public Relations and is now an executive
coach for small businesses, running her own consultancy, The Spark, UK, as well as
a tutor at Cambridge Marketing College, UK. She completed her MPhil on the role of
mentoring for women entrepreneurs at Bath University, UK, in 2023. As co-director of
Live Life for Me, she works with individuals and organisations providing courses on
menopause and beyond.
,Media Practice
Edited by James Curran, Goldsmiths College, University of London
The Media Practice handbooks are comprehensive resource books for students of
media and journalism, and for anyone planning a career as a media professional. Each
handbook combines a clear introduction to understanding how the media work with
practical information about the structure, processes and skills involved in working in
today’s media industries, providing not only a guide on ‘how to do it’ but also a critical
refection on contemporary media practice.
The Alternative Media Handbook The Photography Handbook
Kate Coyer, Tony Dowmunt and Alan 3rd edition
Fountain Terence Wright
The Cyberspace Handbook The Sound Handbook
Jason Whittaker Tim Crook
The Digital Media Handbook The New Television Handbook
2nd edition 5th edition
Andrew Dewdney and Peter Ride Patricia Holland
The Documentary Handbook The Advertising Handbook
Peter Lee-Wright 4th edition
Jonathan Hardy, Iain MacRury and
The Fashion Handbook
Helen Powell
Tim Jackson and David Shaw
The Magazines Handbook
The Film Handbook
4th edition
Mark de Valk with Sarah Arnold
Jenny McKay
The Graphic Communication
The Public Relations Handbook
Handbook
6th edition
Simon Downs
Alison Theaker
The Music Industry Handbook
The Radio Handbook
2nd edition
4th edition
Paul Rutter
John Collins and Arran Bee
The Newspapers Handbook
The Public Relations Handbook
5th edition
7th edition
Richard Keeble
Alison Theaker
For more information, please visit: https://www.routledge.com/Media-Practice/book-series/SE0241
, THE PUBLIC RELATIONS
HANDBOOK
Seventh Edition
Edited by Alison Theaker
