Exploring public relations

Cover......Page 1
Exploring Public Relations......Page 2
Brief Contents......Page 6
Contents......Page 8
Guided tour......Page 17
About the authors......Page 19
Foreword......Page 24
Preface......Page 26
Publisher’s Acknowledgements......Page 28
Part 1 The context of public relations......Page 32
Public relations origins: definitions and history......Page 33
Introduction......Page 34
Public relations definitions......Page 35
Public opinion: justifying public relations......Page 38
Business, politics and public relations: country case studies......Page 39
Bibliography......Page 46
Management and organisation of public relations......Page 49
Introduction......Page 50
External environment......Page 51
Internal environment......Page 55
Location of public relations in organisations......Page 58
Bibliography......Page 64
Future of the public relationsdepartment......Page 63
Role of the public relations practitioner......Page 67
Introduction......Page 68
Who does what: the bigger picture......Page 69
Role of the communicator......Page 71
Skills for the ideal practitioner......Page 75
Role of theory in practice......Page 82
Professionalism......Page 83
Education and research......Page 86
Summary......Page 90
Bibliography......Page 91
Media context of contemporary public relations and journalism......Page 93
Introduction......Page 94
Contemporary media context: the UK media industry......Page 95
Theories of media......Page 97
Regulating the media: from public interest to the market......Page 98
Public interest’......Page 100
Issues for public relations arising from the global media environment......Page 103
Ethics of journalism and public relations......Page 104
Summary......Page 106
Bibliography......Page 107
Public relations and democracy......Page 109
Introduction......Page 110
Conditions for representative democracy......Page 111
Criticisms of modern democracy......Page 112
Elections and voting......Page 114
Elections and political parties......Page 116
Pressure groups and democracy......Page 119
Democracy and multilevel governance......Page 120
Public relations and modern democracy......Page 121
Bibliography......Page 123
Websites......Page 124
Community and society: corporate social responsibility (CSR)......Page 125
Introduction......Page 126
Sustainable business: corporate social responsibility (CSR)......Page 127
Business case for corporate social responsibility: why be socially responsible?......Page 131
Organisational responsibilities to stakeholders......Page 133
Organisational responsibilities to society......Page 134
Regulatory frameworks......Page 135
Ethics and business practice......Page 137
Bibliography......Page 141
Websites......Page 142
International context of public relations......Page 143
Introduction......Page 144
Factors and driving forces behind internationalisation......Page 146
International public relations agency networks......Page 150
Global or local approaches to international public relations......Page 153
Special areas of international public relations......Page 160
Public relations for a supranational organisation: the European Union......Page 166
Professionalism on a global level: public relations as a global profession......Page 168
Summary......Page 170
Part 2 Public relations theories and concepts......Page 172
Public relations theories – an applied overview: systems theories......Page 173
Introduction......Page 174
Communications theories: laying the foundations......Page 175
Systems theories: emergence of public relations research......Page 177
Extending the systemic view......Page 185
Public relations as relationship management......Page 187
Changes abroad: shifts in society and technology......Page 191
Bibliography......Page 193
Public relations theories – an applied overview: alternative approaches......Page 197
Introduction......Page 198
Developing theory: alternative approaches......Page 199
Equity in public relations: considering women and minority groups......Page 202
New research directions......Page 208
Bibliography......Page 210
Public relations as planned communication......Page 213
Introduction......Page 214
Why planning is important......Page 215
Systems context of planning......Page 216
Approaches to the planning process......Page 217
Analysis......Page 219
Identifying publics......Page 224
Setting objectives......Page 223
Messages or content......Page 225
Strategy and tactics......Page 227
Evaluation and review......Page 233
Timescales and resources......Page 229
Summary......Page 236
Public relations research and evaluation......Page 239
Introduction......Page 240
Context of research in public relations......Page 241
Designing research......Page 242
Qualitative vs quantitative research......Page 245
Research methods......Page 246
Designing research instruments......Page 250
Research applications......Page 253
Evaluation......Page 255
Bibliography......Page 262
Audiences, stakeholders, publics......Page 265
Introduction......Page 266
The passive audience......Page 267
The active audience......Page 269
Stakeholders and publics......Page 272
New thinking on publics......Page 274
Bibliography......Page 278
Corporate image, reputation and identity......Page 281
Introduction......Page 282
Organisational public relations......Page 283
Organisational reputation......Page 284
Organisational identity......Page 285
Personality and culture......Page 287
Organisational identity, strategy and process: two models......Page 291
Summary......Page 294
Bibliography......Page 295
Public relations,pro paganda and the psychology of persuasion......Page 297
Introduction......Page 298
Public relations and propaganda......Page 299
Public relations and persuasion......Page 302
Who says: the question of credibility......Page 303
Says what: the nature of the message......Page 305
To whom: the audience perspective......Page 308
To what effect: forming and changing attitudes and beliefs......Page 310
Ethical persuasion: is it possible?......Page 314
Bibliography......Page 316
Websites......Page 318
Ethics and professionalism in public relations......Page 319
Introduction......Page 320
Importance of ethics andprofessionalism in public relations......Page 321
Definitions of ethics and morality......Page 322
Ethical theories (traditions)......Page 323
Duty to whom?......Page 327
Ethical issues in public relations......Page 328
Bibliography......Page 335
Ethical decision-making models and their application......Page 331
Part 3 Public relations specialisms......Page 340
Media relations......Page 341
Introduction......Page 342
Defining issue: advertising or publicrelations?......Page 343
Media relations principles......Page 346
Negotiated news: media relations in practice......Page 348
Media partnerships......Page 350
Old media, new media and me media......Page 355
Media relations techniques......Page 358
Bibliography......Page 361
Internal communication......Page 363
Introduction......Page 364
Where it all began: the in-house journalist......Page 365
Skills to strategy......Page 366
Role and purpose of internal communication......Page 368
Employee perspective: ‘just a job’?......Page 369
Segmenting internal publics......Page 370
Organisations: culture, leadership and strategic change......Page 374
Line manager role: listening and interpreting......Page 377
Communication channels......Page 378
Ethical communication......Page 380
Summary......Page 382
Bibliography......Page 383
Managing community involvement programmes......Page 385
Introduction......Page 386
Corporate community involvement (CCI) programmes......Page 387
Employees and community programmes......Page 389
Cause-related marketing (CRM)......Page 392
Developing community programmes......Page 394
Evaluating community programmes......Page 401
Websites......Page 406
Issues management......Page 407
Introduction......Page 408
Issues management: defining the field......Page 409
Context of issues management......Page 410
Action planning: a framework for managing issues......Page 414
Websites......Page 426
Crisis public relations management......Page 427
Introduction......Page 428
Crisis public relations management: the context......Page 429
Crisis public relations management vs operational effectiveness......Page 430
Where do crises come from?......Page 432
Communicating during a crisis......Page 434
The internet and public relations crisis management......Page 435
How to prepare for a crisis......Page 437
Key principles in crisis management......Page 439
Websites......Page 444
Public relations and the consumer......Page 445
Introduction......Page 446
What is consumer public relations?......Page 447
Tools and techniques......Page 449
Key challenges......Page 456
The wonderful world of brands......Page 453
Tomorrow’s people......Page 458
Summary......Page 459
Bibliography......Page 460
Business-to-business public relations......Page 461
Introduction......Page 462
Trade journals and journalists......Page 463
Coordinating the communications disciplines......Page 467
Building corporate reputation......Page 471
Summary......Page 474
Websites......Page 475
Public affairs......Page 477
Introduction......Page 478
Scope of public affairs......Page 479
Public affairs defined......Page 480
Contexts of public affairs......Page 481
Public affairs: knowledge, skills and behaviour needed......Page 484
Ethics and public affairs......Page 488
Bibliography......Page 492
Financial public relations (FPR)......Page 495
Introduction......Page 496
Overview of financial public relations......Page 497
Landscape of the ‘City’: who’s involved in financial PR......Page 498
Financial PR practice......Page 502
Bibliography......Page 511
Websites......Page 512
Public relations for information and communications technologies: principles and planning......Page 513
Introduction......Page 514
Information and communication technology (ICT): background and social impact......Page 515
Industry characteristics......Page 516
Public relations in the ICT industry: a model......Page 521
Principles of ICT public relations practice......Page 523
Bibliography......Page 529
Integrated marketing communications......Page 531
Introduction......Page 532
Strategic marketing communications planning......Page 538
Definitions of integrated marketing communications (IMC)......Page 533
Agency perspectives on integrated marketing communications......Page 541
Branding and integrated marketing communications......Page 539
Summary......Page 546
Integrating the marketing communications mix......Page 542
Websites......Page 547
Sponsorship......Page 549
Introduction......Page 550
Sponsorship: the context......Page 551
Defining sponsorship......Page 553
Management of sponsorship......Page 557
Features and characteristics of sponsorship......Page 561
\'Emotional marketing’ and the emerging sponsorship age......Page 563
Bibliography......Page 567
Part 4 Sectoral considerations......Page 568
Corporate communication......Page 569
Introduction......Page 570
Definition of corporate communication and key terms......Page 571
Context and principles of corporate communication......Page 577
Interface of corporate communication and overall corporate strategy......Page 580
How corporate communication influences corporate decision making......Page 581
Corporate communication objectives: stakeholders vs shareholders......Page 582
Practical application of criticalreflection......Page 585
Bibliography......Page 587
Campaigning organisations and pressure groups......Page 589
Introduction......Page 590
Types of campaigning organisation......Page 591
Key issues for public relations practitioners in organisations and campaigning groups......Page 595
Campaign tactics......Page 596
People, politics and globalisation......Page 598
Building and evaluating consensus......Page 599
Practical guidelines for campaigning public relations......Page 602
Bibliography......Page 604
Websites......Page 605
Public sector communication......Page 607
Introduction......Page 608
Theories of public communication......Page 609
Central government communication......Page 616
Local government communication......Page 620
Health sector communication......Page 621
A communication planning framework......Page 624
Bibliography......Page 626
Websites......Page 627
Arts, leisure and entertainment public relations......Page 629
Introduction......Page 630
Overview of the creative industries......Page 631
Concepts of culture......Page 634
Role of public relations in the creative industries......Page 635
Public relations objectives, strategies and tactics for arts organisations......Page 636
Trends and directions in the creative industries......Page 640
Summary......Page 647
Websites......Page 648
What next? Future issues for public relations......Page 649
Introduction......Page 650
Publics......Page 651
Issues......Page 652
Practitioner roles and professionalism in public relations......Page 653
Education......Page 659
Specialisation of public relations practice......Page 654
Bibliography......Page 660
Index......Page 662