This book is a comprehensive text that guides its readers from the most basic foundations of public relations writing research, planning, ethics, organizational culture, law, and design through to the production of actual, effective public relations materials. This important book chronicles, responds to, and advances the leading theories in the public relations discipline. Taking up the work begun by the books Public Relations Theory and Practice, this volume offers completely original material reflecting public relations as practiced today. It features contributions by leading public relations researchers from around the world who write about new developments in the field. Important subjects include a turn to more humanistic, social, dialogic, and cocreational perspectives on public relations changes in the capacity and use of new information technologies a greater emphasis on non-Western international and intercultural public relations that considers an increasingly politically polarized culture and issues of ethics that look beyond how clients and the traditional mass media are treated and into much broader questions of voice, agency, race, identity, and the economic and political status of publics. Public relations are a dynamic and rapidly growing field which offers a variety of career paths. Whether you're building the public image of an organisation, developing news and social media strategies, or managing issues for a company or political party, you need strong communication skills and a sound understanding of public relations processes. In this widely used introduction to professional practice, leading academics and practitioners outline the core principles of public relations in business, government and the third sectors. They show how to develop effective public relations strategies and explain how to research, run and evaluate a successful public relations campaign. Drawing on a range of communication and public relations theories, they discuss how to work with key publics, using all forms of media for maximum impact.