Introducing Public Relations Theory and Practice

Enhanced descriptions from Syndetics:

Introducing Public Relations 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. Putting the student first, this book: Gives a grounded, critical coverage of the history and theory of PR, so students understand not just the what but the how and why Covers all aspects of PR in practice, from in-house and consultancies to government, sport, NGO and corporate PR Packs each chapter with case studies, anecdotes from the field and career advice from expert PR professionals Helps easy revision with exercises, summaries and checklist.

Highly accessible and engaging, there is no better headstart to understanding what PR is all about. It is the perfect text for any students encountering public relations theory and practice for the first time.

Table of contents provided by Syndetics

• Part 1 Public Relations In Theory
• 1 Introducing the Theory
• 2 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
• 3 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
• 4 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
• 5 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
• 6 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
• Part 2 Public Relations In Practice
• 7 Introducing the Practice
• Public relations practice in the UK
• The business of PR
• The people in PR
• Recruiting and keeping staff
• 8 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
• 9 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
• 10 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
• 11 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
• 12 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
• 13 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?
• 14 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
• 15 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