Exploring Public Relations and Management Communication

Front Cover
Half Title
Title Page
Copyright Page
Brief Contents
Contents
About the authors
Foreword
Preface
Part 1 The context of public relations
	1 Public relations origins: definitions and history
		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: the springboards and restraints that shaped it
		How public relations grew
		Summary
		Bibliography
	2 Working with the media
		Introduction
		Media environments
		Exchange theories: the information subsidy
		Agenda setting and framing
		Power shift towards public relations practitioners
		Mediatisation
		Summary
		Bibliography
	3 Social media for public relations
		Introduction
		Defining social media
		Core theories that are utilised in social media and PR
		Emerging theories and perspectives
		Traditional viewpoints on PR for social media
		Opportunities for public relations professionals
		Challenges for public relations professionals to note
		Best practices and future considerations
		Summary
		Bibliography
	4 Public relations, politics and democracy
		Introduction
		Politics, democracy and communication
		Communication strategies in the political realm
		The contribution of public relations to democracy
		Democratic concerns
		Reflexivity and social change
		Consensus and conflict
		Summary
		Recommended reading
		Bibliography
		Websites
	5 Community and society: corporate social responsibility (CSR)
		Introduction
		Businesses are integral to our society(ies)
		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
		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
		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
		Introduction
		Who are the public relations practitioners?
		Who does what: the bigger picture?
		Role of the communicator
		Trust in communications
		Trust in organisational advocates: external experts and leaders are top
		Artificial Intelligence: high impact expected, but challenges and risks identified
		Content creation and distribution: shared media and internal sources preferred
		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
Part 2 Public relations theories and concepts
	8 Public relations theories: communication, relationships and persuasion
		Introduction
		Communication theories in public relations
		Relationships theories of public relations
		Elaboration Likelihood Model
		Theory of Planned Behaviour
		Stages of Change Model
		Nudge Theory
		Inoculation theory
		Cognitive Dissonance Theory
		Summary
		Bibliography
	9 Strategic public relations planning and management
		Introduction
		The importance of context
		External environment
		Internal environment
		Implications of context
		Strategic public relations programmes and campaigns
		Why planning is important
		Systems and alternative approaches to planning
		Summary
		Bibliography
	10 Measurement and evaluation for effectiveness and impact
		Why measure and evaluate?
		Getting started with some definitions
		Three types of evaluation: when and why?
		Foundational theories of measurement and evaluation
		Applying measurement and evaluation in communication
		Reporting measurement and evaluation
		Summary
		Bibliography
	11 Disinformation, fake news and social reality
		Introduction
		The role of public relations practitioners in the social construction of reality
		Contributors to the social construction of reality
		Disinformation and \'fake news\' - their consequences
		Countering disinformation and fake news
		Public relations: obligations in countering disinformation and fake news
		Staying ahead of developments in use of disinformation
		Relevance of the growth of interest in fake news and extensive use of disinformation to public relations practice
		Summary
		Bibliography
		Websites
	12 Corporate image, reputation and identity
		Introduction
		The controversy of image in public relations
		Understanding relationships
		Reputation management and corporate branding
		Measuring corporate image and reputation
		A critical point of view
		Summary
		Bibliography
		Websites
	13 Public relations\' professionalism and ethics
		Introduction
		Defining professions - public relations and professionalism
		Is public relations a profession?
		Reframing the profession through a capabilities approach
		Professional ethics and public relations
		Summary
		Bibliography
Part 3 Public relations specialisms
	14 Media relations
		Introduction
		Origins and development of media relations
		Media relations as a strategic management function
		The purpose of media relations
		The media as gatekeeper
		Media fragmentation
		The rise of the influencer
		Fake news: do audiences love being fooled?
		Hacks versus flacks? An ongoing battle or an opportunity for excellence?
		Shared spaces
		Practical media relations
		The techniques of media relations
		Summary
		Bibliography
		Websites
	15 Internal communication
		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 internal communication planning and evaluation
		Approaches to information gathering
		Professionalisation: attributes, competencies and skills in internal communication
		Summary
		Bibliography
	16 Issues management
		Introduction
		Origins and essence
		Models of issues management
		Expanding issues management beyond public policy
		The big picture for issues management
		Summary
		Bibliography
	17 Crisis public relations management
		Introduction
		Crisis public relations management: the context
		The value of strategic communication
		Where do crises come from?
		How to prepare for a crisis
		Communicating during a crisis
		The internet and crisis public relations management
		Summary
		Bibliography
	18 Public relations and the consumer
		Introduction
		Public relations and marketing
		Targeting and tailoring
		PR style over substance
		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
	19 Business-to-business public relations
		Introduction
		Core principles of business-to-business public relations
		B2B PR as part of the wider marketing mix
		B2B media relations
		B2B social media
		Summary
		Bibliography
		Websites
	20 Public affairs
		Introduction: the what and why of 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
	21 Integrated marketing communications
		Introduction
		Defining integrated marketing communications
		The planning process
		Audiences
		Marketing communications tactics
		Touch points
		Summary
		Bibliography
	22 Sponsorship
		Introduction
		Definitions of sponsorship
		Effective sponsorship and its impact for contemporary organisations
		Strategic planning and management of sponsorship
		Sponsorship in our digital reality
		The future of sponsorship
		Bibliography
		Websites
	23 Corporate communication
		Introduction
		Defining corporate communication in theory and practice
		The role of corporate communication in society
		The role of corporate communication in organisations
		Corporate communication and intangible assets
		Coordinating all forms of communication
		Summary
		Bibliography
Part 4 Sectoral considerations
	24 Strategic non-profit communication
		Introduction
		The third sector and non-profit organisations
		Strategic non-profit communication in general
		Non-profit communication management as a multi-level approach
		Marketisation of third sector organisations and its consequences for strategic non-profit communication
		Summary
		Bibliography
	25 Celebrities and influencers
		Introduction
		What is celebrity?
		Celebrity and society
		Celebrity, the internet and influencers
		Celebrity and influencers in public relations practice
		Summary
		Bibliography
		Websites
	26 Health communication
		Introduction
		The high stakes of health communication require a stakeholder relationship approach
		Using persuasion theory to better understand factors affecting the \'healthcare stakeholder\'
		The crossover between mass campaigns and interpersonal health communication
		Two-way symmetrical communication in healthcare
		Summary
		Bibliography
	27 Sports public relations
		Introduction
		The business of sport
		Sports as brands
		Sports PR practitioners and the media
		Digital sports PR
		Promoting participation and fandom
		PR and athlete transgressions
		Sport social responsibility and ethics
		Sport as culture
		Summary
		Bibliography
	28 ashion public relations
		Introduction
		The fashion industry: management and challenges for working in the fashion industry
		Fashion public relations
		The role of celebrities in fashion public relations
		The role of social media influencers in fashion public relations
		The role of bloggers and vloggers in fashion public relations
		Summary
		Bibliography
	29 Public relations and finance
		Introduction
		PR for global financial centres: changing contexts
		Public relations for wholesale financial markets
		Public relations for retail financial markets
		Media in financial centres
		Financial communication and social media
		Public relations and the future of finance
		Summary
		Bibliography
Part 5 What next?
	30 Future issues for PR and strategic communication
		Introduction
		Macro issues facing PR
		Challenges facing the work of practitioners
		The future of PR practice
		Management, automation and AI
		Media in pain
		Bibliography
Glossary
Index
Publisher\'s acknowledgements
Back Cover