Public relations campaigns

Designed to guide current and aspiring Public Relations professionals through the campaign development and implementation process. It illustrates the application of planning theory to real life scenarios to provide a practical approach for planning a successful campaign. M. Sheehan, Deakin University; R. Xavier, QUT.

Public relations & the media : a new influence in "agenda-setting" and content

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Better use of rhetorical theory in public relations

Some of the most important reflections on rhetorical theory associated with public relations appear in: L’Etang (1996); Toth (1999); and various Robert Heath contributions. This paper will reflect on the importance of that work by briefly scouring the origin of rhetoric among the ancient founders of persuasive communication: the pre-Socratic sophists. The paper will then relate the approaches of the above theorists, as well as Kevin Moloney and James Grunig, to the original meaning of sophistry. The last part of the paper will discuss the confluence of rhetorical and semiotic approaches. The rhetoricsemiotics link has been present since the semiotics of St Augustine of Hippo (354-430 CE). Augustine was a professor of rhetoric in his earlier career. The last part of the paper summarises how rhetorical theory, Peircean semiotics and post modern approaches can avoid accusations of relativism and infinite semiosis when they are fitted into a theory of public relations.

Undergraduate public relations education in Malaysia : a case study

Public relations worldwide often restricts itself to the bounds of an American context. This thesis argues that Malaysian public relations education and its professional practice should create its own unique model of public relations education and its professional practice due to its differences in politics, culture and the media environment.

Public relations in the third sector

This chapter explore the growth of the third sector (NGOs, not for profits and community action groups) and their use of communication techniques from a socio-cultural perspective.

Professionalisation and public relations : an ethical mismatch

This paper explores the ethical culture in which contemporary public relations practitioners’ work and how it relates to the professionalisation of the domain. Focusing on the international umbrella public relations institution Global Alliance (GA) and other important industry bodies such as the Public Relations Institute of Australia (PRIA) and Public Relations Institute of New Zealand (PRINZ), we study how the ‘work’ of a public relations practitioner is described, and as a corollary, what professional and ethical standards are promoted. Our analysis draws on theories of professions (Abbott 1988; Anderson and Schudson 2009; Volti 2008) and narrative (Surma 2004, Herman 2009), and argues that key elements of professionalisation in public relations contribute to a normative culture which is potentially at odds with notions of ethical communication. We suggest public relations needs to engage more rigorously with professional values to develop, effectively, ethical practice and be normatively aligned with other professions.