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Handbook of Public Relations

Handbook of Public Relations

Edited by:

August 2000 | 816 pages | SAGE Publications, Inc
The Handbook of Public Relations is another in the series of communication handbooks which has distinguished SAGE Publications. Like its companion handbooks, it offers a comprehensive and detailed examination of the topic. It gives students, scholars, and practitioners a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationships between organizations, markets, audiences, and the public.

The Handbook is divided into five sections. 
  • Section one defines the field, seeking to explain the role public relations play in society. 
  • Section two examines the state of the practice by delving into the cutting edge issues of management, ethics, gender, evaluation, public relations education, and media. 
  • Section three challenges academics and practitioners to identify the best practices that shape the daily activities of practitioners. 
  • Section four looks at the fascinating and daunting challenges the new communication technology pose for scholars and practitioners. 
  • Section five takes a global view, examining theories in international public relations as well as the trends in practice that will shape the field in the coming years.

No other book in public relations is as comprehensive in its inclusion of authors and its coverage of academic research, theory, and best practices. Global in scope, the book's contributors comprise an academic "who's who" of the public relations discipline. The Handbook offers one-stop shopping for the best insights into the definition of the field of public relations, the practice, and best practices. It has substantial insights into the impact of new communication technologies and the global challenges of international public relations. A must-have reference for libraries and practitioners, the book also is ideal for upper level and graduate study of public relations.

Robert L Heath
Shifting Foundations: Public Relations as Relationship Building

James E Grunig
Two-Way Symmetrical Public Relations:
Past, Present and Future

Robert L Heath
A Rhetorical Enactment Rationale for Public Relations
The Good Organization Communicating Well

Kenneth Starck and Dean Kruckeberg
Public Relations and Community
A Reconstructed Theory Revisited

Greg Leichty and Ede Warner
Cultural Topoi
Implications for Public Relations

David McKie
Updating Public Relations
`New Science', Research Paradigms and Uneven Developments

Roy Leeper
In Search of a Metatheory for Public Relations
An Argument for Communitarianism

W Timothy Coombs
Interpersonal Communication and Public Relations
Jeffrey W Springston and Joann Keyton
Public Relations Field Dynamics
Shirley Leitch and David Neilson
Bringing Publics into Public Relations
New Theoretical Frameworks for Practice

Gabriel M Vasquez and Maureen Taylor
Research Perspectives on `The Public'
Matthew W Seeger, Timothy L Sellnow and Robert R Ulmer
Public Relations and Crisis Communication
Organizing and Chaos

George Cheney and Lars Thoger Christensen
Public Relations as Contested Terrain
A Critical Response

Robert L Heath
The Dynamics of Change in Public Relations Practice

Dynamics of Change
Fritz Cropp and J David Pincus
The Mystery of Public Relations
Unraveling Its Past, Unmasking Its Future

James G Hutton
Defining the Relationship between Public Relations and Marketing
Public Relations' Most Important Challenge

Laurie J Wilson
Extending Strategic Planning to Communication Tactics
Magda Pieczka and Jacquie L'Etang
Public Relations and the Question of Professionalism
Elizabeth L Toth
How Feminist Theory Advanced the Practice of Public Relations
Michael G Parkinson, Daradirek Ekachai and Laurel Traynowicz Hetherington
Public Relations Law
Tom Watson
Integrating Planning and Evaluation
Evaluating the Public Relations Practice and Public Relations Programs

Beth Olson
Media Effects Research for Public Relations Practitioners
Kathleen S Kelly
The Fifth Step in the Public Relations Process

Michael F Smith and Denise P Ferguson
Kenneth D Plowman, William G Briggs and Yi-Hui Huang
Public Relations and Conflict Resolution
Organizational Legitimacy
James L Everett
Public Relations and the Ecology of Organizational Change
Maribeth S Metzler
The Centrality of Organizational Legitimacy to Public Relations Practice
Cornelius B Pratt
Issues Management
The Paradox of the 40-Year US Tobacco Wars

Mary Anne Moffitt
Utilizing the Collapse Model of Corporate Image for Campaign Message Design
Educating Practitioners
Gayle M Pohl and Dee Vandeventer
The Workplace, Undergraduate Education and Career Preparation
The Public Relations Academic and Practitioner Views

Bonita Dostal Neff
Is There Access to the Process for All Public Relations Academic Programs - If Desired?

John J Pauly and Liese L Hutchison
Case Studies and Their Use in Public Relations
Public Relations Ethics
Emma L Daugherty
Public Relations and Social Responsibility
Kenneth D Day, Qingwen Dong and Clark Robins
Public Relations Ethics
An Overview and Discussion of Issues for the 21st Century

Patricia A Curtin and Lois A Boynton
Ethics in Public Relations
Theory and Practice

Tanni Haas
Public Relations between Universality and Particularity
Towards a Moral-Philosophical Conception of Public Relations Ethics

Kathie A Leeper
The Measurement of Ethics
Instruments Applicable to Public Relations

Robert L Heath
Learning Best Practices from Experience and Research

Best Practices in Planning and Organization
H R Hutchins
A New Order for Public Relations
Goodbye Cost Center, Hello Profit Center

Catherine L Hinrichsen
Best Practices in the Public Relations Agency Business
Kirk Hallahan
Strategic Media Planning
Toward an Integrated Public Relations Media Model

Dean Kazoleas and Alan Wright
Improving Corporate and Organization Communications
A New Look at Developing and Implementing the Communication Audit

Best Practices in Crisis Communication
Kathleen Fearn-Banks
Crisis Communication
A Review of Some Best Practices

Bolanle A Olaniran and David E Williams
Anticipatory Model of Crisis Management
A Vigilant Response to Technological Crises

Keith Michael Hearit
Corporate Apologia
When an Organization Speaks in Defense of Itself

Gail F Baker
Race and Reputation
Restoring Image beyond the Crisis

Best Practices in Relationship Building
Laurie J Wilson
Relationships Within Communities
Public Relations for the New Century

John A Ledingham and Stephen D Bruning
Managing Community Relationships to Maximize Mutual Benefit
Doing Well by Doing Good

Best Practices in Educational Public Relations
Julie Kay Henderson
Educational Public Relations
Strength in Diversity

Barbara J DeSanto and R Brooks Garner
The Place of Public Relations in Higher Education Institutions

Nicholas C Neupauer
Sports Information Directing
A Plea for Helping an Unknown Field

Best Practices in Context
Lori Melton McKinnon, John C Tedesco and Tracy Lauder
Political Power through Public Relations
Tricia Hansen-Horn
Labor and Public Relations
The Unwritten Roles

Laurel Traynowicz Hetherington, Daradirek Ekachai and Michael G Parkinson
Public Relations in the Health Care Industry
Robert L Heath
The Frontier of New Communication Technologies

Edward J Lordan
The Use of New Technologies in Public Relations

Susanne Elizabeth Gaddis
Online Research Techniques for the Public Relations Practitioner
Jeffrey K Springston
Public Relations and New Media Technology
The Impact of the Internet

Zoraida R Cozier and Diane F Witmer
The Development of a Structuration Analysis of New Publics in an Electronic Environment
Robert L Heath
Globalization: The Frontier of Multinationalism and Diversity

Maureen Taylor
International Public Relations
Opportunities and Challenges for the 21st Century

Robert I Wakefield
Effective Public Relations in the Multinational Organization
Doug Newsom, Judy VanSlyke Turk and Dean Kruckeberg
International Public Relations
A Focus on Pedagogy

Judy Motion and Shirley Leitch
New Zealand Perspectivess on Public Relations
Mark McElreath, Ni Chen, Lyudmila Azarova and Valeria Shadrova
The Development of Public Relations in China, Russia and the United States of America
David Miller and Philip Schlesinger
The Changing Shape of Public Relations in the European Union
Rise Jane Samra
Middle East Public Relations
A New Frontier in the United States


"This handbook provides a comprehensive examination and review of the theory, academic research, and professional practices of the public relations discipline. Ninety leading scholars and practitioners from around the world provide insights into the historical and changing role of public relations in building relationships with ‘organizations, markets, audiences, and publics’ . . . . The extensive bibliography includes more than 2000 references, some multidisciplinary, which serve to enhance understanding of public relations. The detailed index is user friendly. A must for academic collections serving scholars, practitioners and students, upper-level undergraduate and graduate"


The book appears to be an excellent and comprehensive handbook that addresses current and relevant key issues in the PR field. Although it arrived too late for current textbook adoption this semester, it is likely that this book will be adopted in the near future.

Dr Pamela Poe
Communication Dept, Manhattan College
January 19, 2010

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ISBN: 9780761912866

ISBN: 9781412909549

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