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Book Details
Abstract
This text is the definitive academic guide on public relations and one of the only texts on the market to take this particular approach to the field. It offers critical analysis of the subject, blended with theory and real-life application, making use of a number of pedagogical features including case studies, exercises and discussion questions for a unique approach to the subject.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Half-Title Page | i | ||
| Title Page | iii | ||
| Copyright Page | iv | ||
| Brief contents | v | ||
| Contents | vii | ||
| About the authors | xvii | ||
| Foreword | xxiii | ||
| Preface | xxv | ||
| Publisher's acknowledgements | xxvii | ||
| Part 1 The context of public relations | 1 | ||
| 1 Public relations origins: definitions and history Tom Watson | 3 | ||
| Introduction | 4 | ||
| Proto-public relations: the antecedents of modern public relations | 5 | ||
| The expansion of public relations in the twentieth century | 8 | ||
| The worldwide development of public relations since the mid-twentieth century | 14 | ||
| How public relations grew | 15 | ||
| Summary | 16 | ||
| Bibliography | 17 | ||
| 2 Public relations and the media Scott Davidson | 20 | ||
| Introduction | 21 | ||
| Media environments | 21 | ||
| Exchange theories: the information subsidy | 22 | ||
| Agenda setting and framing | 25 | ||
| Power shift towards public relations practitioners | 28 | ||
| Mediatisation | 29 | ||
| Summary | 32 | ||
| Bibliography | 32 | ||
| 3 Digital and social media Jim Macnamara | 35 | ||
| Introduction: the fourth media revolution | 36 | ||
| Web 1.0: the information age | 36 | ||
| Web 2.0: the social web | 38 | ||
| New media – what’s new, what’s not? | 38 | ||
| Social media and social networks | 39 | ||
| Eight key fundamentals of social media | 40 | ||
| The social organisation and social business | 42 | ||
| Functions vs dysfunctions | 42 | ||
| Who owns social media in organisations? | 44 | ||
| How practitioners are using social media | 45 | ||
| PR practices in digital and social media | 46 | ||
| Web 3.0: the Semantic Web | 53 | ||
| Ethics | 54 | ||
| Summary | 54 | ||
| Bibliography | 54 | ||
| 4 Public relations and democracy Neil Washbourne | 60 | ||
| Introduction | 61 | ||
| Democracy, media and expertise | 61 | ||
| PR’s relation to democracy since the 1980s | 62 | ||
| PR’s contribution to democracy | 63 | ||
| PR versus democracy | 64 | ||
| PR ethics codes and democracy | 66 | ||
| The problem of (PR’s) expertise for democracy | 69 | ||
| Summary | 70 | ||
| Bibliography | 70 | ||
| 5 Community and society: corporate social responsibility (CSR) Ralph Tench | 74 | ||
| Introduction | 75 | ||
| Social and economic change | 75 | ||
| Sustainable business: corporate social responsibility (CSR) | 77 | ||
| Business case for corporate social responsibility: why be socially responsible? | 80 | ||
| Organisational responsibilities to stakeholders | 82 | ||
| Organisational responsibilities to society | 83 | ||
| Regulatory frameworks | 87 | ||
| Ethics and business practice | 88 | ||
| Summary | 93 | ||
| Bibliography | 94 | ||
| Websites | 96 | ||
| 6 Intercultural and multicultural context of public relations Dejan Vercic | 97 | ||
| Introduction | 98 | ||
| The context of culture | 98 | ||
| Public relations and culture | 99 | ||
| Between universalism and relativism | 100 | ||
| Global principles and specific applications | 101 | ||
| Social media and activists in the global village | 103 | ||
| Uneven globalisation | 104 | ||
| How to prepare for international and global public relations | 104 | ||
| Key principles in intercultural and multicultural public relations | 106 | ||
| Public diplomacy | 106 | ||
| Summary | 108 | ||
| Bibliography | 108 | ||
| Websites | 110 | ||
| 7 Role of the public relations practitioner Ralph Tench and Lucy Laville | 111 | ||
| Introduction | 112 | ||
| Who are the public relations practitioners? | 112 | ||
| Who does what: the bigger picture | 113 | ||
| Role of the communicator | 118 | ||
| The PR practitioner as ‘communicator’ | 119 | ||
| What public relations people do: individual practitioners | 124 | ||
| Skills for the ideal practitioner | 124 | ||
| Role of theory in practice | 134 | ||
| Professionalism | 136 | ||
| Education and research | 139 | ||
| Summary | 140 | ||
| Bibliography | 140 | ||
| Webpage | 143 | ||
| Part 2 Public relations theories and concepts | 145 | ||
| 8 Public relations theories: an overview Martina Topic | 147 | ||
| Introduction | 148 | ||
| Communication theories in public relations | 148 | ||
| Relationship theories of public relations | 150 | ||
| Social influence theories | 154 | ||
| Mass communication theories | 155 | ||
| Rhetoric and engagement in public relations | 157 | ||
| Feminism and public relations | 158 | ||
| Postmodern and socio-cultural theories of public relations | 159 | ||
| Summary | 163 | ||
| Bibliography | 163 | ||
| 9 Strategic public relations planning and management Anne Gregory | 168 | ||
| Introduction | 169 | ||
| The importance of context | 169 | ||
| External environment | 170 | ||
| Internal environment | 174 | ||
| Implications of context | 175 | ||
| Strategic public relations programmes and campaigns | 176 | ||
| Why planning is important | 177 | ||
| Underpinning theories: the systems context of planning | 177 | ||
| Approaches to planning: the planning template | 178 | ||
| Summary | 191 | ||
| Bibliography | 194 | ||
| 10 Public relations programme research and evaluation Paul Noble | 196 | ||
| Introduction | 197 | ||
| Barcelona Principles | 197 | ||
| Valid metrics guidelines | 198 | ||
| Quantification of public relations | 199 | ||
| Objective setting | 201 | ||
| Research | 202 | ||
| Outcome evaluation | 206 | ||
| Output evaluation | 207 | ||
| Content analysis | 208 | ||
| Social media | 208 | ||
| Summary | 210 | ||
| Bibliography | 210 | ||
| 11 Corporate image, reputation and identity Finn Frandsen and Winni Johansen | 212 | ||
| Introduction | 213 | ||
| The controversy of image in public relations | 213 | ||
| Corporate image and reputation | 214 | ||
| New concepts | 215 | ||
| Corporate identity | 216 | ||
| Reputation management and corporate branding | 218 | ||
| Measuring corporate image and reputation | 222 | ||
| A critical point of view | 223 | ||
| Summary | 224 | ||
| Bibliography | 224 | ||
| Websites | 226 | ||
| 12 Public relations, propaganda and the psychology of persuasion Johanna Fawkes | 227 | ||
| Introduction | 228 | ||
| Public relations and propaganda | 228 | ||
| Public relations and persuasion | 231 | ||
| Who says: the question of credibility | 233 | ||
| Says what: the nature of the message | 234 | ||
| To whom: the audience perspective | 237 | ||
| To what effect: forming and changing attitudes and beliefs | 238 | ||
| Summary | 244 | ||
| Bibliography | 244 | ||
| Websites | 247 | ||
| 13 Public relations’ professionalism and ethics Johanna Fawkes | 248 | ||
| Introduction | 249 | ||
| Defining professions | 250 | ||
| Is PR a profession? | 251 | ||
| Professional ethics: an overview | 252 | ||
| The ethics of codes | 254 | ||
| Approaches to public relations ethics | 255 | ||
| The practitioner perspective | 259 | ||
| Summary | 262 | ||
| Bibliography | 262 | ||
| Part 3 public relations specialisms | 267 | ||
| 14 Media relations Richard Bailey | 269 | ||
| Introduction | 270 | ||
| Media relations, publicity and public relations | 270 | ||
| Advertising or editorial | 271 | ||
| Origins and development | 272 | ||
| Hacks versus flacks updated | 273 | ||
| Practical media relations | 274 | ||
| Evaluating media coverage | 276 | ||
| Influencer relations, content marketing and brand journalism | 278 | ||
| Summary | 284 | ||
| Bibliography | 284 | ||
| Websites | 285 | ||
| 15 Internal communication Liz Yeomans and Liam FitzPatrick | 286 | ||
| Introduction | 287 | ||
| What is internal communication? Perspectives and definitions | 287 | ||
| What does an internal communication function do? | 289 | ||
| What matters to employees: motivation in the workplace | 291 | ||
| Planning internal communication | 292 | ||
| Outcomes rather than outputs: choosing effective channels | 299 | ||
| The importance of evidence in IC planning and evaluation | 302 | ||
| Approaches to information gathering | 303 | ||
| Professionalisation: attributes, competencies and skills in internal communication | 304 | ||
| Summary | 305 | ||
| Bibliography | 305 | ||
| 16 Managing community involvement programmes Ralph Tench and Mavis Amo-Mensah | 308 | ||
| Introduction | 309 | ||
| Corporate community involvement (CCI) programmes | 309 | ||
| Employees and community programmes | 314 | ||
| Cause-related marketing (CRM) | 316 | ||
| Developing community programmes | 322 | ||
| Evaluating community programmes | 325 | ||
| Summary | 328 | ||
| Bibliography | 328 | ||
| Websites | 329 | ||
| 17 Issues management Tim Coombs | 330 | ||
| Introduction | 331 | ||
| Origins and essence and essence of issues management | 331 | ||
| Models of issues management | 332 | ||
| Expanding issues management beyond public policy | 337 | ||
| The big picture of issues management | 340 | ||
| Summary | 341 | ||
| Bibliography | 341 | ||
| 18 Crisis public relations management Tim Coombs | 343 | ||
| Introduction | 344 | ||
| Crisis public relations management: the context | 344 | ||
| Where do crises come from? | 346 | ||
| How to prepare for a crisis | 348 | ||
| Communicating during a crisis | 350 | ||
| The internet and crisis public relations management | 356 | ||
| Summary | 359 | ||
| Bibliography | 359 | ||
| 19 Public relations and the consumer Paul Willis | 362 | ||
| Introduction | 363 | ||
| Public relations and marketing | 363 | ||
| Targeting and tailoring | 365 | ||
| Putting lipstick on a pig | 365 | ||
| Core activities | 366 | ||
| The media landscape: continuity and change | 368 | ||
| A shift to owned media | 369 | ||
| Branded content | 370 | ||
| Virtual influence | 371 | ||
| It’s going to be a bumpy ride | 373 | ||
| Land-grab and reinvention | 373 | ||
| New activities and practices | 375 | ||
| Summary | 375 | ||
| Bibliography | 376 | ||
| 20 Business-to-business public relations Helen Gill (née Standing) | 378 | ||
| Introduction | 379 | ||
| Core principles of business-to-business (B2B) public relations | 379 | ||
| B2B media relations | 380 | ||
| B2B social media | 384 | ||
| Coordinating the communications disciplines | 387 | ||
| Building corporate reputation | 389 | ||
| Summary | 391 | ||
| Bibliography | 391 | ||
| Websites and social media | 391 | ||
| 21 Public affairs Danny Moss | 392 | ||
| Introduction: why public affairs? | 393 | ||
| Locating the role of public affairs within the organisation | 393 | ||
| Defining public affairs: a confused professional identity | 394 | ||
| The scope of public affairs | 394 | ||
| Lobbying | 396 | ||
| International perspectives on public affairs and lobbying | 401 | ||
| Public affairs management | 402 | ||
| Summary | 409 | ||
| Bibliography | 410 | ||
| Websites | 411 | ||
| 22 Public relations in the world of finance Clea Bourne | 412 | ||
| Introduction | 413 | ||
| PR for global financial centres: the context | 414 | ||
| Public relations in wholesale financial markets | 415 | ||
| Public relations in retail financial markets | 416 | ||
| Media in financial centres | 419 | ||
| The global financial crisis | 422 | ||
| Summary | 424 | ||
| Bibliography | 424 | ||
| 23 Integrated marketing communications Neil Kelley | 426 | ||
| Introduction | 427 | ||
| Defining integrated marketing communications (IMC) | 428 | ||
| The planning process | 430 | ||
| Audiences | 434 | ||
| Marketing communications tactics | 437 | ||
| Touch points | 439 | ||
| Summary | 442 | ||
| Bibliography | 443 | ||
| 24 Sponsorship Ryan Bowd, Ioannis Kostopoulos and Ralph Tench | 445 | ||
| Introduction | 446 | ||
| Sponsorship: an overview (facts and figures) | 449 | ||
| Definitions of sponsorship | 450 | ||
| Benefits from a successful sponsorship | 454 | ||
| Activation strategies: in-depth case studies | 456 | ||
| Drivers of success | 459 | ||
| Developing a sponsorship strategy | 461 | ||
| Communicating a sponsorship | 464 | ||
| Evaluating sponsorship | 466 | ||
| Summary: the future of sponsorship | 467 | ||
| Bibliography | 468 | ||
| Websites | 469 | ||
| Part 4 Sectoral considerations | 471 | ||
| 25 Non-government organisations and pressure groups Nilam Ashra-McGrath | 473 | ||
| Introduction | 474 | ||
| What is an NGO? | 474 | ||
| Fishes and ponds: the international development context | 477 | ||
| What has changed for communicators in NGOs? | 477 | ||
| The importance of knowledge networks for NGO communicators | 477 | ||
| Common communication issues facing NGOs | 478 | ||
| Relationships with donors | 478 | ||
| Communication in small NGOs | 480 | ||
| PR and its link to fundraising | 481 | ||
| The power of the website | 481 | ||
| Advocacy and campaigning | 481 | ||
| Getting donations | 483 | ||
| Brand, reputation and identity | 483 | ||
| NGOs as corporations and superbrands | 484 | ||
| Summary | 488 | ||
| Bibliography | 489 | ||
| Websites | 491 | ||
| 26 Corporate communication Emma Wood | 492 | ||
| Introduction | 493 | ||
| Defining the term ‘corporate communication’ | 493 | ||
| The purpose of corporate communication (or frameworks for practice) | 494 | ||
| Corporate communication in practice | 496 | ||
| The organisational context: how corporate communication fits into organisational structures | 502 | ||
| Summary | 507 | ||
| Bibliography | 507 | ||
| 27 Celebrity public relations Kate Fitch | 510 | ||
| Introduction | 511 | ||
| What is celebrity? | 511 | ||
| Celebrity PR | 511 | ||
| Celebrity and society | 512 | ||
| Celebrity and the internet | 513 | ||
| Celebrity PR in practice | 517 | ||
| Celebrity in different contexts | 519 | ||
| Summary | 523 | ||
| Bibliography | 523 | ||
| Websites | 525 | ||
| 28 Strategic communication and social marketing in healthcare organisations Paul Willis | 526 | ||
| Introduction | 527 | ||
| A healthy obsession | 527 | ||
| What do health communicators do? | 528 | ||
| Health communication and wicked problems | 529 | ||
| Social marketing to the rescue? | 532 | ||
| Summary | 536 | ||
| Bibliography | 537 | ||
| 29 What next? Future issues for public relations Ralph Tench and Liz Yeomans | 538 | ||
| Introduction | 539 | ||
| Campaigning and pressure groups | 539 | ||
| Internationalisation of public relations | 539 | ||
| Publics | 540 | ||
| Public relations’ identity | 541 | ||
| Issues | 542 | ||
| Technology | 543 | ||
| Practitioner roles and professionalism in public relations | 543 | ||
| Specialisation of public relations practice | 544 | ||
| Media fragmentation | 546 | ||
| Education | 547 | ||
| Future trends and issues for public relations | 548 | ||
| Summary | 557 | ||
| Bibliography | 558 | ||
| Websites | 560 | ||
| Glossary | 561 | ||
| Index | 567 |