Exploring Public Relations

Cover......Page 1 Exploring Public Relations......Page 2 Brief Contents......Page 6 Contents......Page 8 Guided tour......Page 17 About the authors......Page 19 Foreword......Page 24 Preface......Page 26 Publisher’s Acknowledgements......Page 28 Part 1 The context of public relations......Page 32 Public relations origins: definitions and history......Page 33 Introduction......Page 34 Public relations definitions......Page 35 Public opinion: justifying public relations......Page 38 Business, politics and public relations: country case studies......Page 39 Bibliography......Page 46 Management and organisation of public relations......Page 49 Introduction......Page 50 External environment......Page 51 Internal environment......Page 55 Location of public relations in organisations......Page 58 Bibliography......Page 64 Future of the public relationsdepartment......Page 63 Role of the public relations practitioner......Page 67 Introduction......Page 68 Who does what: the bigger picture......Page 69 Role of the communicator......Page 71 Skills for the ideal practitioner......Page 75 Role of theory in practice......Page 82 Professionalism......Page 83 Education and research......Page 86 Summary......Page 90 Bibliography......Page 91 Media context of contemporary public relations and journalism......Page 93 Introduction......Page 94 Contemporary media context: the UK media industry......Page 95 Theories of media......Page 97 Regulating the media: from public interest to the market......Page 98 Public interest’......Page 100 Issues for public relations arising from the global media environment......Page 103 Ethics of journalism and public relations......Page 104 Summary......Page 106 Bibliography......Page 107 Public relations and democracy......Page 109 Introduction......Page 110 Conditions for representative democracy......Page 111 Criticisms of modern democracy......Page 112 Elections and voting......Page 114 Elections and political parties......Page 116 Pressure groups and democracy......Page 119 Democracy and multilevel governance......Page 120 Public relations and modern democracy......Page 121 Bibliography......Page 123 Websites......Page 124 Community and society: corporate social responsibility (CSR)......Page 125 Introduction......Page 126 Sustainable business: corporate social responsibility (CSR)......Page 127 Business case for corporate social responsibility: why be socially responsible?......Page 131 Organisational responsibilities to stakeholders......Page 133 Organisational responsibilities to society......Page 134 Regulatory frameworks......Page 135 Ethics and business practice......Page 137 Bibliography......Page 141 Websites......Page 142 International context of public relations......Page 143 Introduction......Page 144 Factors and driving forces behind internationalisation......Page 146 International public relations agency networks......Page 150 Global or local approaches to international public relations......Page 153 Special areas of international public relations......Page 160 Public relations for a supranational organisation: the European Union......Page 166 Professionalism on a global level: public relations as a global profession......Page 168 Summary......Page 170 Part 2 Public relations theories and concepts......Page 172 Public relations theories – an applied overview: systems theories......Page 173 Introduction......Page 174 Communications theories: laying the foundations......Page 175 Systems theories: emergence of public relations research......Page 177 Extending the systemic view......Page 185 Public relations as relationship management......Page 187 Changes abroad: shifts in society and technology......Page 191 Bibliography......Page 193 Public relations theories – an applied overview: alternative approaches......Page 197 Introduction......Page 198 Developing theory: alternative approaches......Page 199 Equity in public relations: considering women and minority groups......Page 202 New research directions......Page 208 Bibliography......Page 210 Public relations as planned communication......Page 213 Introduction......Page 214 Why planning is important......Page 215 Systems context of planning......Page 216 Approaches to the planning process......Page 217 Analysis......Page 219 Identifying publics......Page 224 Setting objectives......Page 223 Messages or content......Page 225 Strategy and tactics......Page 227 Evaluation and review......Page 233 Timescales and resources......Page 229 Summary......Page 236 Public relations research and evaluation......Page 239 Introduction......Page 240 Context of research in public relations......Page 241 Designing research......Page 242 Qualitative vs quantitative research......Page 245 Research methods......Page 246 Designing research instruments......Page 250 Research applications......Page 253 Evaluation......Page 255 Bibliography......Page 262 Audiences, stakeholders, publics......Page 265 Introduction......Page 266 The passive audience......Page 267 The active audience......Page 269 Stakeholders and publics......Page 272 New thinking on publics......Page 274 Bibliography......Page 278 Corporate image, reputation and identity......Page 281 Introduction......Page 282 Organisational public relations......Page 283 Organisational reputation......Page 284 Organisational identity......Page 285 Personality and culture......Page 287 Organisational identity, strategy and process: two models......Page 291 Summary......Page 294 Bibliography......Page 295 Public relations,pro paganda and the psychology of persuasion......Page 297 Introduction......Page 298 Public relations and propaganda......Page 299 Public relations and persuasion......Page 302 Who says: the question of credibility......Page 303 Says what: the nature of the message......Page 305 To whom: the audience perspective......Page 308 To what effect: forming and changing attitudes and beliefs......Page 310 Ethical persuasion: is it possible?......Page 314 Bibliography......Page 316 Websites......Page 318 Ethics and professionalism in public relations......Page 319 Introduction......Page 320 Importance of ethics andprofessionalism in public relations......Page 321 Definitions of ethics and morality......Page 322 Ethical theories (traditions)......Page 323 Duty to whom?......Page 327 Ethical issues in public relations......Page 328 Bibliography......Page 335 Ethical decision-making models and their application......Page 331 Part 3 Public relations specialisms......Page 340 Media relations......Page 341 Introduction......Page 342 Defining issue: advertising or publicrelations?......Page 343 Media relations principles......Page 346 Negotiated news: media relations in practice......Page 348 Media partnerships......Page 350 Old media, new media and me media......Page 355 Media relations techniques......Page 358 Bibliography......Page 361 Internal communication......Page 363 Introduction......Page 364 Where it all began: the in-house journalist......Page 365 Skills to strategy......Page 366 Role and purpose of internal communication......Page 368 Employee perspective: ‘just a job’?......Page 369 Segmenting internal publics......Page 370 Organisations: culture, leadership and strategic change......Page 374 Line manager role: listening and interpreting......Page 377 Communication channels......Page 378 Ethical communication......Page 380 Summary......Page 382 Bibliography......Page 383 Managing community involvement programmes......Page 385 Introduction......Page 386 Corporate community involvement (CCI) programmes......Page 387 Employees and community programmes......Page 389 Cause-related marketing (CRM)......Page 392 Developing community programmes......Page 394 Evaluating community programmes......Page 401 Websites......Page 406 Issues management......Page 407 Introduction......Page 408 Issues management: defining the field......Page 409 Context of issues management......Page 410 Action planning: a framework for managing issues......Page 414 Websites......Page 426 Crisis public relations management......Page 427 Introduction......Page 428 Crisis public relations management: the context......Page 429 Crisis public relations management vs operational effectiveness......Page 430 Where do crises come from?......Page 432 Communicating during a crisis......Page 434 The internet and public relations crisis management......Page 435 How to prepare for a crisis......Page 437 Key principles in crisis management......Page 439 Websites......Page 444 Public relations and the consumer......Page 445 Introduction......Page 446 What is consumer public relations?......Page 447 Tools and techniques......Page 449 Key challenges......Page 456 The wonderful world of brands......Page 453 Tomorrow’s people......Page 458 Summary......Page 459 Bibliography......Page 460 Business-to-business public relations......Page 461 Introduction......Page 462 Trade journals and journalists......Page 463 Coordinating the communications disciplines......Page 467 Building corporate reputation......Page 471 Summary......Page 474 Websites......Page 475 Public affairs......Page 477 Introduction......Page 478 Scope of public affairs......Page 479 Public affairs defined......Page 480 Contexts of public affairs......Page 481 Public affairs: knowledge, skills and behaviour needed......Page 484 Ethics and public affairs......Page 488 Bibliography......Page 492 Financial public relations (FPR)......Page 495 Introduction......Page 496 Overview of financial public relations......Page 497 Landscape of the ‘City’: who’s involved in financial PR......Page 498 Financial PR practice......Page 502 Bibliography......Page 511 Websites......Page 512 Public relations for information and communications technologies: principles and planning......Page 513 Introduction......Page 514 Information and communication technology (ICT): background and social impact......Page 515 Industry characteristics......Page 516 Public relations in the ICT industry: a model......Page 521 Principles of ICT public relations practice......Page 523 Bibliography......Page 529 Integrated marketing communications......Page 531 Introduction......Page 532 Strategic marketing communications planning......Page 538 Definitions of integrated marketing communications (IMC)......Page 533 Agency perspectives on integrated marketing communications......Page 541 Branding and integrated marketing communications......Page 539 Summary......Page 546 Integrating the marketing communications mix......Page 542 Websites......Page 547 Sponsorship......Page 549 Introduction......Page 550 Sponsorship: the context......Page 551 Defining sponsorship......Page 553 Management of sponsorship......Page 557 Features and characteristics of sponsorship......Page 561 'Emotional marketing’ and the emerging sponsorship age......Page 563 Bibliography......Page 567 Part 4 Sectoral considerations......Page 568 Corporate communication......Page 569 Introduction......Page 570 Definition of corporate communication and key terms......Page 571 Context and principles of corporate communication......Page 577 Interface of corporate communication and overall corporate strategy......Page 580 How corporate communication influences corporate decision making......Page 581 Corporate communication objectives: stakeholders vs shareholders......Page 582 Practical application of criticalreflection......Page 585 Bibliography......Page 587 Campaigning organisations and pressure groups......Page 589 Introduction......Page 590 Types of campaigning organisation......Page 591 Key issues for public relations practitioners in organisations and campaigning groups......Page 595 Campaign tactics......Page 596 People, politics and globalisation......Page 598 Building and evaluating consensus......Page 599 Practical guidelines for campaigning public relations......Page 602 Bibliography......Page 604 Websites......Page 605 Public sector communication......Page 607 Introduction......Page 608 Theories of public communication......Page 609 Central government communication......Page 616 Local government communication......Page 620 Health sector communication......Page 621 A communication planning framework......Page 624 Bibliography......Page 626 Websites......Page 627 Arts, leisure and entertainment public relations......Page 629 Introduction......Page 630 Overview of the creative industries......Page 631 Concepts of culture......Page 634 Role of public relations in the creative industries......Page 635 Public relations objectives, strategies and tactics for arts organisations......Page 636 Trends and directions in the creative industries......Page 640 Summary......Page 647 Websites......Page 648 What next? Future issues for public relations......Page 649 Introduction......Page 650 Publics......Page 651 Issues......Page 652 Practitioner roles and professionalism in public relations......Page 653 Education......Page 659 Specialisation of public relations practice......Page 654 Bibliography......Page 660 Index......Page 662