Public Relations and Communications: From Theory to Practice 1st Edition By Aoife O’Donnell
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Public Relations and Communications: From Theory to Practice 1st Edition By Aoife O’Donnell

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239
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7.49 MB
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eBook[PDF]
About this ebook
Public Relations and Communications: From Theory to Practice (1st Edition) by Aoife O'Donnell bridges foundational PR concepts with the tactical skills required in the modern workforce. The book structures its topics to take readers on a logical journey from early origins to contemporary digital applications. [1, 2, 3, 4]
Foundational and Historical Topics
    • The History of PR: Evolution of the industry, origins of modern communication, and historical campaign models.
    • The Theory of PR: Key frameworks including Systems Theory, Rhetorical Theory, Modernism, and Postmodernism.
    • The Four Models of PR: Detailed focus on the Press Agentry, Public Information, Two-Way Asymmetrical, and Two-Way Symmetrical communication approaches.
    • Excellence Theory: Frameworks regarding the empowerment of the PR function and its proximity to dominant organizational management. [1, 2]
Strategic and Disciplinary Frameworks
    • Ethics and Professionalism: Core ethical frameworks like Utilitarianism and Deontology alongside five-pillar ethical decision-making (EDM) models. [1, 2]
    • PR and Related Disciplines: Comparative studies mapping out boundaries between public relations, journalism, and marketing (specifically covering the 7 Ps of marketing). [1]
    • Corporate Communications: Introduction to corporate structures, reputation management, and stakeholder engagement. [1, 2]
Practical and Contemporary Execution
    • Crisis Communications: Strategies for protecting brand equity, navigating scandals, and mitigating harm during operational emergencies.
    • Sustainable Public Relations: Communicating corporate social responsibility (CSR) and navigating green initiatives sustainably.
    • New Technologies and Digital Media: The operational impact of rapidly evolving digital tools, social networks, and emerging platforms on contemporary media outreach. [, 2, 3]
Core Competency and Industry Skills
  • Communication and Writing Skills: Practical execution of core industry text creation, highlighted by real-world sample press releases.
  • Critical Thinking Skills: High-level strategic analytical capabilities applied to complex public narratives.
  • Business Acumen: Understanding corporate functions, financial contexts, and organizational operations to ensure PR strategies align with company-wide business objectives. [1, 2]

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Topics

Business Acumen: Understanding corporate functions financial contexts and organizational operations to ensure PR strategies align Communication and Writing Skills: Practical execution of core industry text creation Corporate Communications: corporate structures reputation management and stakeholder engagement Crisis Communications: protecting brand equity navigating scandals and mitigating harm during operational emergencies Critical Thinking Skills: High-level strategic analytical capabilities Ethics and Professionalism: Utilitarianism and Deontology alongside five-pillar ethical decision-making (EDM) models Excellence Theory: empowerment of the PR function and its proximity to dominant organizational management ISBN-13: 978-1003253815 ISBN-13: 978-1032170435 ISBN-13: 978-1032182902 New Technologies and Digital Media: The operational impact of digital tools social networks and contemporary media outreach origins of modern communication PR and Related Disciplines: mapping out boundaries between public relations journalism and marketing Strategic and Disciplinary Frameworks Sustainable Public Relations: Communicating corporate social responsibility (CSR) The Four Models of PR: Press Agentry Public Information Two-Way Asymmetrical and Two-Way Symmetrical communication The History of PR: Evolution of the industry The Theory of PR: Key frameworks including Systems Theory Rhetorical Theory
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