Contemporary Issues in PR Practice
Yushau A. Shuaibs Contemporary Issues in PR Practice provides a clear, practical examination of modern public relations, beginning with the evolution of two-way communication and the influence of digital platforms on audience engagement. He distinguishes between advertising, advertorials, and public relations, while also outlining the core responsibilities of todays PR professionalscrisis response, issues management, and sustaining organisational reputation. Through accessible examples, Shuaib demonstrates how communication has shifted from controlled, one-way messaging to interactive exchanges shaped heavily by social media dynamics.
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The presentation further highlights essential PR tools and strategies, including events management, CSR, integrated marketing communication, and audience research. Shuaib explains branding, corporate identity, and corporate image before exploring forms of publicity such as propaganda, lobbying, and ambush marketing. He concludes with practical planning frameworks like PEST analysis and the RACE/SMART models, offering PR practitioners structured methods for designing and evaluating campaigns. Overall, the work serves as a concise, practitioner-focused guide to navigating the complexities of contemporary PR.