Introducing Public Relations : Theory and Practice

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ISBN: 9781412921152 | 1412921155
Cover: Paperback
Copyright: 2/16/2011

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This Â is your guide to the basics of public relations: where it came from, what it means and what issues the industry faces today. It takes readers from the origins of PR all the way to the newest theoretical debates, explaining along the way the changes and development of the role of the PR practitioner. With interviews and 'day in the life' examples from a wide range of professionals in the industry, students will learn what PR practitioners do, what they think, and how the industry really works.

Public Relations In Theory
Introducing the Theory
The Origins of PR
Public relations: one or many definitions?
Where PR comes from and why history matters
The early years: Ivy Lee, Edward Bernays
Ivy Lee
Box: Extracts from Ivy Lee's 'Declaration of Principles'
Edward Bernays
International growth
The history of public relations in the UK
Theory: why some campaigns work and some don't
Communication theory
Laswell's communication model
Linear model
Two-step communication model
Public relations theory
Mass audience and audience
Target audience
Publics
The four models of Grunig and Hunt
The press agentry/publicity model
Box: Propaganda, Publicity and Public Relations
The public information model
The two-way asymmetric model
The two-way symmetric model
The excellence project
Marketing, Advertising and Public Relations
Why marketing matters
Market-led companies
Product-led companies
Box: Advertising and the Rebirth of Marks & Spencer
The marketing mix
Social marketing
New forms of marketing
Box: Cadbury's Drumming Gorilla
Advertising: good or evil?
How is PR different to advertising?
Advertising agents and PR consultants
Marketing public relations
Reputation Management
What is a good reputation?
Box: Reputation and Finance
Box: British Airways and the Reputation Nightmare
The relationship between PR and reputation
Box: Cadbury and the Disclosure Problem
Advocating reputation management
Acquiring a good reputation
Box: Measures of Corporate Reputation
Box: Shell and the Attempt to Change a Reputation
Factors involved in developing good reputation
Online reputation management
Against reputation management
Box: What Can Reputation Affect?
'Wrong' industry: how an industry's reputation affects businesses
Brands and reputation: corporate identity
Crisis Management: Public Relations Centre Stage
What is a crisis?
The crisis communication plan
The plan
The management team
The communication process
Box: Crisis Rules
The post-crisis evaluation
Box: New Technology and Controlling the News Agenda
Handling a crisis
The 2005 London bombings
The Buncefield fire
Issues management: stopping crises before they happen
Corporate Social Responsibility and Ethics
Why ethics is becoming more important to PR
Advocacy and the adviser-client relationship
Does PR corrupt the media?
The ethics of individuals
Codes and conducts
The ethics of businesses
Four traditions
Moral evaluations
Ethics and the multinational company
Business is business: is CSR welcome at all?
Business is business: is it worth the hype?
Social corporate responsibility
Environmental corporate responsibility
Sustainable objectives
Is corporate social responsibility just PR in disguise?
Delivering CSR
Public Relations In Practice
Introducing the Practice
Public relations practice in the UK
The business of PR
The people in PR
Recruiting and keeping staff
Public Relations In-house
Who does what
Box: Strategic Adviser or PR Manager
The PR practitioner as gatekeeper
Box: Views on the Job
Comparing in-house and external consultants
Internal communications
Box: Getting the Structure Right
Organisational culture: who are 'the company'?
Channels of communication
Measuring the effect of communications
Public Relations Consultancies
Types of consultancy
Categories of consultancy
Box: Sole Practice in PR: Should You Follow This Route?
'Agency' or 'consultancy': does it matter?
Professionalisation of the industry
Box: UK PR Consultancies
Services offered by consultancies
Diary: The PR Account Manager
Starting a new PR business
Box: Consultancies and the Public Sector
The brief
The pitch
Case Study: The Board Director
Working the account
Box: Working in a PR Consultancy
Client satisfaction
Over-servicing
Charging
Box: Main Charging Methods
Strategy, Research, Measurement and Evaluation
Structuring a PR programme
Research
Defining public relations problems and issues
SWOT and PEST analyses
Strategy
Box: Levels of Strategy
Measurement and evaluation
Box: Evaluation Models
Pseudo-measurement
Opportunities to see (OTS)
Advertising value equivalence (AVE)
Payment by results (PBR)
Electronic evaluation
Putting Effective PR Campaigns into Practice
Tactics: the building blocks of PR campaigns
Journalists and public relations: hacks and flacks
Case Study: The Business Journalist
Box: The Jo Moore incident
Media relations in the PR campaign
Writing the news release
Distributing the news release
Targeting the right people
Managing the data
Ensuring media coverage
Box: Media Roles and Responsibilities
Dealing with the media
The features list
Media training
Press conferences
Electronic channels of communication
Online media
Blogs: are they the future of PR?
Box: Viral Language
Diary: The Account Executive
Corporate Communications and Financial PR
What is corporate communication?
The history of financial PR
Financial PR consultancies
Box: the Three Main Activities of Financial PR
Financial calendar work
Profit warnings and the unexpected
Diary: The Vice-President
Investor relations
Box: FTSE 100 and 250 Companies
Initial public offerings
Financial audiences
Analysts
The financial media
Government and the Public Sector
Social marketing
Government communications
Box: Defining the Public Sector
Local government
Box: Restricting or Helping? Public Sector PR as Gatekeeper
Box: Working in the Public Sector
Case Study: The Head of Corporate Communications for a Local Borough
Central government communication
Spin
How political parties are changing political communication
Political lobbying
Diary: The Director of a Political Consultancy
The origins of lobbying
Lobbying companies
Is lobbying effective?
Is lobbying ethical?
From Charities to Celebrities: the Variety and Diversity of PR Practice
Charities and campaigning organisations
Diary: The Press Officer
How charities campaign
Diary: The Press Officer
Celebrities
Case Study: Max Clifford, publicist
Case Study: Sam Delaney, editor of Heat magazine
Sports
Sponsorship
Media relations in sport
Channels of communication
Community relations in sport
Where PR (and You) Can Go Next
The changing PR landscape
Industry challenges and opportunities
Getting started in PR
Box: What Employers Want from New Recruits
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Introducing Public Relations : Theory and Practice

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Introducing Public Relations : Theory and Practice

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