Jim Macnamara’s Public Relations Handbook (5th Edition)

– by Jim Macnamara
ISBN 0 9587537 4 1
Archipelago Press, Sydney, 2005. Paperback (356 pages)
AUD $49.95 plus postage

Editor of The Measurement Standard and leading US research consultant, Katie Paine, said of this book: "Macnamara's chapter 'Research for Planning and Evaluation' is one of the most comprehensive guides to measurement ever written" (The Measurement Standard (USA), Vol. 4, No. 6, Sept. 26, 2005).

Jim Macnamara's first Public Relations Handbook,written and published for clubs and associations in 1983, became an instant best-seller in its field. This was followed by the first edition of Public Relations Handbook for Managers and Executives in 1984 which sold out three editions over 15 years. It also has been adapted as The Asia Pacific Public Relations Handbook and The New Zealand Handbook of Public Relations and translated into Chinese.

The best of Public Relations Handbook for Clubs & Associations, Public Relations Handbook for Managers & Executives andinternational editions was brought together in Jim Macnamara’s Public Relations Handbook in 2000. Now, this completely revised and extensively updated and expanded edition is available covering traditional areas of PR and corporate communication as well as new issues and trends including:

  • Media relations and publicity with sample news releases, tips, etc
  • Publications including newsletters, brochures, reports, etc
  • Special events such as launches, briefings, seminars, etc
  • The Web including extranets, intranets and Internet newsgroups
  • Internal communication
  • Government relations and lobbying (public affairs)
  • Issues management and crisis communication
  • NEW MEDIA including blogs, wikis, podcasting, RSS and more
  • MEASUREMENT & evaluation with simple explanations & low cost methods
  • Strategic stakeholder relationships and reputation.


A key feature of this handbook is that it presents global Best Practice advice with local Asian and Australian content and case studies.

Jim Macnamara’s Public Relations Handbook is a practical management guide for CEOs, marketing managers, business owners and managers of PR functions who do not have formal training in the discipline. But it is also a valuable reference for students and PR practitioners undertaking professional development to upgrade their skills and knowledge.

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E-Electioneering: Use of New Media in the 2007 Australian Federal Election research study released.
• Jim Macnamara presents refereed paper at the Australian and New Zealand Communication Association (ANZCA) 2008 conference, Wellington New Zealand