Exploring Public Relations

Cover
Half-Title Page
Title Page
Copyright Page
Brief contents
Contents
About the authors
Foreword
Preface
Publisher's acknowledgements
Part 1 The context of public relations
	1 Public relations origins: definitions and history Tom Watson
		Introduction
		Proto-public relations: the antecedents of modern public relations
		The expansion of public relations in the twentieth century
		The worldwide development of public relations since the mid-twentieth century
		How public relations grew
		Summary
		Bibliography
	2 Public relations and the media Scott Davidson
		Introduction
		Media environments
		Exchange theories: the information subsidy
		Agenda setting and framing
		Power shift towards public relations practitioners
		Mediatisation
		Summary
		Bibliography
	3 Digital and social media Jim Macnamara
		Introduction: the fourth media revolution
		Web 1.0: the information age
		Web 2.0: the social web
		New media – what’s new, what’s not?
		Social media and social networks
		Eight key fundamentals of social media
		The social organisation and social business
		Functions vs dysfunctions
		Who owns social media in organisations?
		How practitioners are using social media
		PR practices in digital and social media
		Web 3.0: the Semantic Web
		Ethics
		Summary
		Bibliography
	4 Public relations and democracy Neil Washbourne
		Introduction
		Democracy, media and expertise
		PR’s relation to democracy since the 1980s
		PR’s contribution to democracy
		PR versus democracy
		PR ethics codes and democracy
		The problem of (PR’s) expertise for democracy
		Summary
		Bibliography
	5 Community and society: corporate social responsibility (CSR) Ralph Tench
		Introduction
		Social and economic change
		Sustainable business: corporate social responsibility (CSR)
		Business case for corporate social responsibility: why be socially responsible?
		Organisational responsibilities to stakeholders
		Organisational responsibilities to society
		Regulatory frameworks
		Ethics and business practice
		Summary
		Bibliography
		Websites
	6 Intercultural and multicultural context of public relations Dejan Vercic
		Introduction
		The context of culture
		Public relations and culture
		Between universalism and relativism
		Global principles and specific applications
		Social media and activists in the global village
		Uneven globalisation
		How to prepare for international and global public relations
		Key principles in intercultural and multicultural public relations
		Public diplomacy
		Summary
		Bibliography
		Websites
	7 Role of the public relations practitioner Ralph Tench and Lucy Laville
		Introduction
		Who are the public relations practitioners?
		Who does what: the bigger picture
		Role of the communicator
		The PR practitioner as ‘communicator’
		What public relations people do: individual practitioners
		Skills for the ideal practitioner
		Role of theory in practice
		Professionalism
		Education and research
		Summary
		Bibliography
		Webpage
Part 2 Public relations theories and concepts
	8 Public relations theories: an overview Martina Topic
		Introduction
		Communication theories in public relations
		Relationship theories of public relations
		Social influence theories
		Mass communication theories
		Rhetoric and engagement in public relations
		Feminism and public relations
		Postmodern and socio-cultural theories of public relations
		Summary
		Bibliography
	9 Strategic public relations planning and management Anne Gregory
		Introduction
		The importance of context
		External environment
		Internal environment
		Implications of context
		Strategic public relations programmes and campaigns
		Why planning is important
		Underpinning theories: the systems context of planning
		Approaches to planning: the planning template
		Summary
		Bibliography
	10 Public relations programme research and evaluation Paul Noble
		Introduction
		Barcelona Principles
		Valid metrics guidelines
		Quantification of public relations
		Objective setting
		Research
		Outcome evaluation
		Output evaluation
		Content analysis
		Social media
		Summary
		Bibliography
	11 Corporate image, reputation and identity Finn Frandsen and Winni Johansen
		Introduction
		The controversy of image in public relations
		Corporate image and reputation
		New concepts
		Corporate identity
		Reputation management and corporate branding
		Measuring corporate image and reputation
		A critical point of view
		Summary
		Bibliography
		Websites
	12 Public relations, propaganda and the psychology of persuasion Johanna Fawkes
		Introduction
		Public relations and propaganda
		Public relations and persuasion
		Who says: the question of credibility
		Says what: the nature of the message
		To whom: the audience perspective
		To what effect: forming and changing attitudes and beliefs
		Summary
		Bibliography
		Websites
	13 Public relations’ professionalism and ethics Johanna Fawkes
		Introduction
		Defining professions
		Is PR a profession?
		Professional ethics: an overview
		The ethics of codes
		Approaches to public relations ethics
		The practitioner perspective
		Summary
		Bibliography
Part 3 public relations specialisms
	14 Media relations Richard Bailey
		Introduction
		Media relations, publicity and public relations
		Advertising or editorial
		Origins and development
		Hacks versus flacks updated
		Practical media relations
		Evaluating media coverage
		Influencer relations, content marketing and brand journalism
		Summary
		Bibliography
		Websites
	15 Internal communication Liz Yeomans and Liam FitzPatrick
		Introduction
		What is internal communication? Perspectives and definitions
		What does an internal communication function do?
		What matters to employees: motivation in the workplace
		Planning internal communication
		Outcomes rather than outputs: choosing effective channels
		The importance of evidence in IC planning and evaluation
		Approaches to information gathering
		Professionalisation: attributes, competencies and skills in internal communication
		Summary
		Bibliography
	16 Managing community involvement programmes Ralph Tench and Mavis Amo-Mensah
		Introduction
		Corporate community involvement (CCI) programmes
		Employees and community programmes
		Cause-related marketing (CRM)
		Developing community programmes
		Evaluating community programmes
		Summary
		Bibliography
		Websites
	17 Issues management Tim Coombs
		Introduction
		Origins and essence and essence of issues management
		Models of issues management
		Expanding issues management beyond public policy
		The big picture of issues management
		Summary
		Bibliography
	18 Crisis public relations management Tim Coombs
		Introduction
		Crisis public relations management: the context
		Where do crises come from?
		How to prepare for a crisis
		Communicating during a crisis
		The internet and crisis public relations management
		Summary
		Bibliography
	19 Public relations and the consumer Paul Willis
		Introduction
		Public relations and marketing
		Targeting and tailoring
		Putting lipstick on a pig
		Core activities
		The media landscape: continuity and change
		A shift to owned media
		Branded content
		Virtual influence
		It’s going to be a bumpy ride
		Land-grab and reinvention
		New activities and practices
		Summary
		Bibliography
	20 Business-to-business public relations Helen Gill (née Standing)
		Introduction
		Core principles of business-to-business (B2B) public relations
		B2B media relations
		B2B social media
		Coordinating the communications disciplines
		Building corporate reputation
		Summary
		Bibliography
		Websites and social media
	21 Public affairs Danny Moss
		Introduction: why public affairs?
		Locating the role of public affairs within the organisation
		Defining public affairs: a confused professional identity
		The scope of public affairs
		Lobbying
		International perspectives on public affairs and lobbying
		Public affairs management
		Summary
		Bibliography
		Websites
	22 Public relations in the world of finance Clea Bourne
		Introduction
		PR for global financial centres: the context
		Public relations in wholesale financial markets
		Public relations in retail financial markets
		Media in financial centres
		The global financial crisis
		Summary
		Bibliography
	23 Integrated marketing communications Neil Kelley
		Introduction
		Defining integrated marketing communications (IMC)
		The planning process
		Audiences
		Marketing communications tactics
		Touch points
		Summary
		Bibliography
	24 Sponsorship Ryan Bowd, Ioannis Kostopoulos and Ralph Tench
		Introduction
		Sponsorship: an overview (facts and figures)
		Definitions of sponsorship
		Benefits from a successful sponsorship
		Activation strategies: in-depth case studies
		Drivers of success
		Developing a sponsorship strategy
		Communicating a sponsorship
		Evaluating sponsorship
		Summary: the future of sponsorship
		Bibliography
		Websites
Part 4 Sectoral considerations
	25 Non-government organisations and pressure groups Nilam Ashra-McGrath
		Introduction
		What is an NGO?
		Fishes and ponds: the international development context
		What has changed for communicators in NGOs?
		The importance of knowledge networks for NGO communicators
		Common communication issues facing NGOs
		Relationships with donors
		Communication in small NGOs
		PR and its link to fundraising
		The power of the website
		Advocacy and campaigning
		Getting donations
		Brand, reputation and identity
		NGOs as corporations and superbrands
		Summary
		Bibliography
		Websites
	26 Corporate communication Emma Wood
		Introduction
		Defining the term ‘corporate communication’
		The purpose of corporate communication (or frameworks for practice)
		Corporate communication in practice
		The organisational context: how corporate communication fits into organisational structures
		Summary
		Bibliography
	27 Celebrity public relations Kate Fitch
		Introduction
		What is celebrity?
		Celebrity PR
		Celebrity and society
		Celebrity and the internet
		Celebrity PR in practice
		Celebrity in different contexts
		Summary
		Bibliography
		Websites
	28 Strategic communication and social marketing in healthcare organisations Paul Willis
		Introduction
		A healthy obsession
		What do health communicators do?
		Health communication and wicked problems
		Social marketing to the rescue?
		Summary
		Bibliography
	29 What next? Future issues for public relations Ralph Tench and Liz Yeomans
		Introduction
		Campaigning and pressure groups
		Internationalisation of public relations
		Publics
		Public relations’ identity
		Issues
		Technology
		Practitioner roles and professionalism in public relations
		Specialisation of public relations practice
		Media fragmentation
		Education
		Future trends and issues for public relations
		Summary
		Bibliography
		Websites
Glossary
Index