Public Relations and Communications: From Theory to Practice

Cover
Endorsements
Half Title
Title Page
Copyright Page
Contents
Figures
Tables
Contributors
Acknowledgement
1. The History of Public Relations
	1.1 Learning Outcomes
	1.2 Public Relations in Action
	1.3 What Is Public Relations?
	1.4 The History of PR
	1.5 Conclusion
	1.6 For Discussion
	References
2. The Theory of PR
	2.1 Learning Outcomes
	2.2 Introduction
	2.3 PR Theory
		2.3.1 Systems Theory
			2.3.1.1 The Four Models of PR and Excellence Theory
				2.3.1.1.1 The Four Models of PR
				2.3.1.1.2 The Excellence Theory
				2.3.1.1.3 Empowerment of the PR Function
				2.3.1.1.4 Communicator Roles
				2.3.1.1.5 Organisation of the Communication Function and Its Relationship to Other Management Functions
				2.3.1.1.6 Models of PR
	2.4 Rhetorical Theory
	2.5 Modernism and Postmodernism
	2.6 Communications Theory
		2.6.1 Laswell, Shannon and Weaver, Lazarsfield
	2.7 The Evolution of Media
	2.8 Conclusion
	2.9 For Discussion
	References
3. Ethics
	3.1 Learning Outcomes
	3.2 Introduction
	3.3 Ethical Theories
		3.3.1 Utilitarianism
		3.3.2 Deontology
	3.4 Professional Codes of Conduct
	3.5 For Discussion
	References
4. Public Relations and Related Disciplines
	4.1 Learning Outcomes
	4.2 Introduction
	4.3 What is Marketing?
		4.3.1 The 7 Ps of Marketing
	4.4 What is Advertising?
	4.5 What is PR?
		4.5.1 Publics and Stakeholders
		4.5.2 Categories of PR
	4.6  The Use of Media - News, PR and Advertising
	4.7 Conclusion
		4.7.1 Discussion
	References
5. Corporate Communications by Mark Campbell
	5.1 Learning Outcomes
	5.2 Introduction to Corporates, Corporate Structures and Corporate Communications
		5.2.1 Corporates - Unique Organisations
		5.2.2 Corporate Structures
		5.2.3 Corporate Communications
			5.2.3.1 The Role of the Corporate Communicator
			5.2.3.2 Corporate Communications Hierarchy
	5.3 Corporate Governance
	5.4 Corporate Purpose, Vision, Aims, Mission and Objectives
		5.4.1 Purpose
		5.4.2 Vision
		5.4.3 Aims
		5.4.4 Mission
		5.4.5 Objectives
	5.5 Organisational Structure, Culture and Management Systems
		5.5.1 Structure
		5.5.2 Culture
		5.5.3 Management Systems
	5.6 Corporate Identities and Brands
		5.6.1 Corporate Identities
		5.6.2 Organisations, Their Publics and Their Stakeholders
		5.6.3 Brand Values, Branding and Rebranding
		5.6.4 Corporate Logos, Straplines and Messaging
	5.7 For Discussion - Topics for Learners to Consider
	References
6. Sustainable Public Relations
	6.1 Learning Outcomes
	6.2 Introduction - What Is Corporate Social Responsibility?
	6.3 Theory of CSR
		6.3.1 Economic Responsibilities
		6.3.2 Legal Responsibilities
		6.3.3 Ethical Responsibilities
		6.3.4 Philanthropic Responsibilities
	6.4 Types of CSR
		6.4.1 Environmental CSR
		6.4.2 Ethical CSR
		6.4.3 Philanthropic CSR
		6.4.4 Economic CSR
	6.5 From CSR to ESG
	6.6 Conclusion
	6.7 For Discussion
	References
7. Crisis Communications
	7.1 Learning Outcomes
	7.2 Introduction
	7.3 Crisis Communications Theory
		7.3.1 The Apologia Theory
		7.3.2 Image Restoration Theory
		7.3.3 Decision Theory
		7.3.4 Diffusion Theory
	7.4 Crises Categories
	7.5 Crisis Communications Planning (The 3As)
		7.5.1 Anticipate
			7.5.1.1 Identification of Stakeholders
			7.5.1.2 Identification of the Spokesperson
			7.5.1.3 Media Audit
		7.5.2 Act
			7.5.2.1 The Media
			7.5.2.2 Journalists
			7.5.2.3 The Topline
			7.5.2.4 3 Key Messages
			7.5.2.5 Questions and Answers
		7.5.3 Appraise
	7.6 The Crisis Communications Checklist (The 5Cs)
		7.6.1 Clarity
		7.6.2 Competency
		7.6.3 Consistency
		7.6.4 Control
		7.6.5 Compassion
	7.7 Conclusion
	7.8 For Discussion
	References
8. PR for Business
	8.1 Learning outcomes
	8.2 Introduction
	8.3 PR and Reputation
	8.4 Public Affairs
	8.5 Corporate PR
	8.6 Consumer PR
	8.7 Other PR Categories
	8.8 Conclusion
	8.9 For Discussion
	References
9. Public Affairs and Political Communications by Dr Robbie Smyth
	9.1 What Is Public Affairs and Political Communication?
		9.1.1 Learning Outcomes
	9.2 Political Campaigning
		9.2.1 There Are No Accidental Images
		9.2.2 Building a Campaign Strategy
		9.2.3 The Campaign Trail Logistics
		9.2.4 Political Advertising
	9.3 Public Affairs: The Role of PR in Government
		9.3.1 Issues Management
		9.3.2 Political Communication as Lobbying
	9.4 NGO and Outsider PR
	9.5 Political Media
		9.5.1 Political Media Online
		9.5.2 Political Media Today
		9.5.3 Adversarial Journalism
	9.6 Propaganda and Persuasion
		9.6.1 Persuading the Political Audience
	9.7 Conclusions
	References
		Websites Used or Mentioned
10. The Roles of PR Practitioners
	10.1 Learning Outcomes
	10.2 Introduction
	10.3 In-house PR
		10.3.1 Internal Communications
	10.4 PR Consultancy
		10.4.1 Agency Structure
		10.4.2 PR Consultancy Fee Structures
		10.4.3 Other Costs
	10.5 Other PR Roles - Freelance and Publicity
	10.6 For Discussion
	References
11. Developing a PR Strategy
	11.1 Learning Outcomes
	11.2 Introduction
	11.3 The Strategy: \'Visit Italy\'
		11.3.1 Research
			11.3.1.1 The Brief
			11.3.1.2 SWOT Analysis
			11.3.1.3 Media Audit
		11.3.2 Action and Planning
		11.3.3 Communication
			11.3.3.1 Introduction
			11.3.3.2 Target Audiences
			11.3.3.3 Objectives
			11.3.3.4 Key Messages
			11.3.3.5 Tools & Tactics
			11.3.3.6 Budget
		11.3.4 Evaluation
	11.4 For Discussion
	References
12. Content Creation
	12.1 Learning Outcomes
	12.2 Introduction - Content and Angles
	12.3 Examples of Content Creation
	12.4 Tools and Tactics of Content Creation - External Communications
		12.4.1 The Press Release
		12.4.2 Media Pitch
		12.4.3 Media Lists
		12.4.4 Media Interviews
		12.4.5 Case Studies/Real-Life Stories
		12.4.6 Press Conference
		12.4.7 Statements
		12.4.8 Photoshoots and Photocalls
		12.4.9 Videoshoot
		12.4.10 Blogs
		12.4.11 Podcasts
		12.4.12 Hashtags
		12.4.13 Launch Event
		12.4.14 The Experience
		12.4.15 Surveys
	12.5 Tools and Tactics of Content Creation - Internal Communications
		12.5.1 Intranet
		12.5.2 Newsletters
		12.5.3 Emails
		12.5.4 Internal Events
	12.6 Conclusion
	12.7 For Discussion
	References
13. Pitching for Business
	13.1 Learning Outcomes
	13.2 Introduction
	13.3 The Business Pitch Process
		13.3.1 Structure and Content
		13.3.2 Visual Aids
		13.3.3 The Pitch Team
		13.3.4 Delivery
		13.3.5 Engagement and Relationships
	13.4 What Makes a Winning Business Pitch?
	13.5 The Elevator Pitch
	13.6 Conclusion
	13.7 For Discussion
	References
14. Media Relations
	14.1 Learning Outcomes
	14.2 The Role of Media Relations
		14.2.1 Facebook
		14.2.2 \'No Time to Die\' - James Bond Film Release
		14.2.3 \'No Drama\' - Switzerland Tourism Board Campaign
		14.2.4 The French Open - Press Conference or No Press Conference?
		14.2.5 Activism and Anti-Vaccination Campaign
	14.3 Developing an Effective Media Relations Strategy
	14.4 The Media Pitch and Preparation for Media Interviews
		14.4.1 Prepare Potential Questions and Answers
		14.4.2 Key Messages
		14.4.3 Know Your Angle/Top-Line
		14.4.4 Know Your Media
	14.5 The Relationship between PR Professionals and Journalists
		14.5.1 Dos and Don\'ts of Media Interviews
	14.6 For Discussion
	References
15. The Post-Truth Era
	15.1 Learning Outcomes
	15.2 Introduction - Before and After COVID-19
	15.3 Technology - Big Data, Algorithms and Artificial Intelligence
	15.4 Growth Areas in and Challenges for the PR Industry
	15.5 Diversity and Inclusion
	15.6 Careers and Internships
	References
Index