South Africa is regularly in the international spotlight for several reasons, some of which are negative, which poses challenges to PR companies. Businesses are increasingly realising the importance of a good reputation and the value of publicising their positive achievements.

Public Relations: Theory and Practice 3e focuses on what Public Relations is about, its role in the total marketing effort.

• Placing public relations in perspective
• Public relations, marketing, advertising and branding
• The public relations planning process
• Public relations and the importance and relevance of relationships
• Research in public relations
• Public relations and the media
• Online public relations
• Public relations communication tools
• Reputation management
• Public relations campaigns
• Corporate social responsibility in public relations
• Strategic management of public relations
• Crisis management
• Communication skills needed by a public relations practitioner
• Public relations in context
• Impact of social media on public relations

Undergraduate students