Exploring public relations / Ralph Tench and Liz Yeomans

Includes bibliographical references and index

Guided tour xvi
About the authors xviii
Foreword xxii
Preface xxiii
Publisher's acknowledements xxv
Part 1 The Context of public relations
Public relations orgins: definitions and history
3 (16)
Lee Edwards
Introduction
4 (1)
Public relations difinitions
4 (4)
Public opinion: justifying public relations
8 (1)
Business, politics and public relations: country case studies
9 (7)
Summary
16 (1)
Bibliography
17 (2)
Management and organisation of public relations
19 (16)
Anne Gregory
Introduction
20 (1)
Importance of Context
20 (1)
External environment
20 (4)
Internal environment
24 (2)
Systems theory
26 (1)
Location of public relations in organisations
27 (5)
Future of the public relations department
32 (1)
Summary
33 (1)
Bibliography
33 (2)
Role of the public relations practitioner
35 (33)
Ralph Tench
Meriel D'Artrey
Johanna Fawkes
Introduction
36 (1)
Who are the Public relations practitioners?
36 (1)
Who does what: L the bigger picture
36 (8)
Role of the communicator
44 (4)
What public relations people do: individual practitioners
48 (3)
Skills for the ideal practitioner
51 (6)
Role of theory in practice
57 (1)
Professionalism
58 (2)
Education and research
60 (5)
Summary
65 (1)
Bibliography
66 (2)
Media context of contemporary public relations and journalism
68 (14)
Neil Washbourne
Introduction
69 (1)
Contemporary Media context: the UK Media industry
69 (1)
Theories of media
70 (2)
Regulating the media: from public interest to the market
72 (2)
`Public interest'
74 (2)
Issues for public relations arising from the global media environment
76 (2)
Ethics of journalism and public relations
78 (2)
Summary
80 (1)
Bibliography
80 (2)
Public relations and democracy
82 (15)
Robert Leach
Introduction
83 (1)
Conditions for representative democracy
83 (1)
Criticisms of modem democracy
84 (2)
Elections and voting
86 (2)
Elections and political parties
88 (2)
Pressure groups and democracy
90 (2)
Democracy and multilevel govermance
92 (1)
Public relations and modern democracy
93 (2)
Summary
95 (1)
Bibliography
95 (1)
Websites
96 (1)
Community and society: corporate soical responsibility (CSR)
97 (20)
Ralph Tench
Introduction
98 (1)
Soical and economic change
98 (1)
Sustaiable business: corporate social responsibility (CSR)
98 (5)
Business case for corporate social responsibility: Why be socially responsible?
103 (2)
Organisational respobibilities tostakeholders
105 (1)
Organisational responsibilities to society
105 (2)
Corporate responsibility and irresponsbility
107 (2)
Regulatory frameworks
109 (1)
Ethics and busines practice
109 (5)
Summary
114 (1)
Bibliography
115 (1)
Websites
116 (1)
International context of business relations
117 (30)
Gyorgy Szondi
Introduction
118 (1)
Defining international public relations
119 (2)
Factors and driving froces behind ingternationalisation
121 (6)
International public relations agency networks
127 (1)
Global or local approaches to international public relations
127 (7)
Speical areas of internaltional public relations
134 (7)
Public relations for a supranational organisation: the European Union
141 (2)
Critcal voices in international public relations
143 (1)
Professionalism on a global level: Public relations as a global profession
143 (2)
Summary
145 (1)
Bibliography
145 (2)
Part 2 Public relations theories and concepts
147 (146)
Public relations theories: an overview
149 (25)
Lee Edwards
Introduction
150 (1)
Systems theories: emergence of public relations research
150 (6)
Extending the systemic view
156 (2)
Developing theory: alternative approaches
158 (3)
Feminist views of public relations
161 (3)
Diversity in public relations
164 (5)
Summary
169 (1)
Bibliography
169 (5)
Public relations as planned communication
174 (24)
Anne Gregory
Introduction
175 (1)
Why planning is important
175 (1)
Systems context of planning
176 (1)
Approaches to the planning process
177 (2)
Analysis
179 (4)
Setting objectives
183 (2)
Identifying publics
185 (1)
Messages or content
186 (2)
Strategy and tactics
188 (2)
Timescales and resouces
190 (3)
Evaluation and review
193 (4)
Summary
197 (1)
Bibliography
197 (1)
Public relations research and evalualtion
198 (24)
Gyorgy Szondi
Rudiger Theilmann
Introduction
199 (1)
Context of research in public relations
199 (2)
Designing research
201 (3)
Qualitative vs quantitative research
204 (1)
Research methods
204 (4)
Designing research instruments
208 (4)
Research applications
212 (1)
Evaluation
213 (6)
Summary
219 (2)
Bibliography
221 (1)
Audiences, stakeholders, publics
222 (15)
Gerard Choo
Introduction
223 (1)
The passive audience
223 (2)
The active audience
225 (3)
Stakeholders and publics
228 (3)
New thinking on publics
231 (4)
Summary
235 (1)
Bibliography
235 (2)
Corporate image, reputation andidenity
237 (15)
Daniel Lowensberg
Introudction
238 (1)
Organisational public relations
238 (1)
Organisational image
239 (1)
Organisational reputation
240 (1)
Organisational identity
240 (3)
Personality and culture
243 (4)
Organisational identity, strategy and process: two models
247 (4)
Summary
251 (1)
Bibliography
251 (1)
Public relations, progaganda and the psychology of persuasion
252 (21)
Johanna Fawkes
Introduction
253 (1)
Public relations and propaganda
253 (3)
Public relations and persuasion
256 (1)
Who says: the questionof credibility
257 (1)
Says what: the nature of the message
258 (4)
To whom: the audience perspective
262 (6)
To what effecf: forming and changing attitudes and beliefs
268 (2)
Ethical persuasion: is it possible?
270 (1)
Summary
270 (1)
Bibliography
270 (2)
Websites
272 (1)
Ethics and professionalism in public relations
273 (20)
Anne Gregory
Introduction
274 (1)
Improtance of ethics andprofessionalsimin public relations
274 (2)
Definitions of ethics and morality
276 (1)
Ethical theories (traditions)
276 (4)
Duty to whom?
280 (2)
Ethical issues in public relations
282 (3)
Ethical decision-making models and their application
285 (3)
Summary
288 (1)
Bibliography
288 (2)
Chartered Institute of Public Relations Code of Conduct
290 (1)
Global Alliance Ethics Protocal
291 (2)
Part 3 Public relations specialisms
293 (244)
Media relations
295 (21)
Richard Bailey
Introduction
296 (1)
Role of media relations
296 (1)
Defining issue: advertising or public relations?
296 (3)
Media relations prinicples
299 (2)
Negoticated news: media relations in practice
301 (3)
Media partherships
304 (4)
Old media, new media and me media
308 (4)
Media relations techniques
312 (2)
Summary
314 (1)
Bibliography
314 (2)
Internal communication
316 (22)
Liz Yeomans
Introduction
317 (1)
Definition and purpose of internal communication
318 (1)
Where it all began: the in-housejoumalist
318 (1)
Skills to strategy
318 (4)
Employee perspective: `just a job'?
322 (2)
Segmenting internal publics
324 (2)
Organisations: culture, leadership and stragegic change
326 (4)
Line manager role: listening andinterpretin
330 (1)
Communication channels
331 (2)
Ethical Communication
333 (2)
Summary
335 (1)
Bibliography
336 (2)
Managing community involvement programmes
338 (26)
Martin Langford
Introduction
339 (1)
Corporate community involvement (CCI) programmes
339 (3)
Employees and community programmes
342 (3)
Cause-related marketing (CRM)
345 (6)
Developing community programmes
351 (6)
Evaluating community programmes
357 (5)
Summary
362 (1)
Bibliography
362 (1)
Websites
363 (1)
Issues management
364 (21)
Paul Gillions
Introudction
365 (1)
Issues management: defining the field
365 (2)
Context of issues management
367 (3)
Action plaaning: a framework for managing issues
370 (13)
Summary
383 (1)
Bibliography
383 (1)
Websites
384 (1)
Crisis public relations management
385 (24)
Martin Langford
Intrdouction
386 (1)
Crisis public relations management: the context
386 (1)
Crisis public relations management vs operationaleffectiveness
386 (3)
Where do crises come from?
389 (1)
Communicating during a crisis
390 (8)
The Internet and public relations crisis management
398 (1)
How to prepare for a crisis
399 (2)
Key prinicples in crisis management
401 (6)
Summary
407 (1)
Bibliography
408 (1)
Websites
408 (1)
Public relations and the consumer
409 (17)
Paul Willis
Introduction
410 (1)
What is consumer public relations?
410 (2)
Tools andtechniques
412 (5)
Thw wonderful world of brands
417 (2)
Key Challenges
419 (3)
Tomorrow's people
422 (2)
Summary
424 (1)
Bibliography
424 (2)
Business-to-business public relations
426 (15)
Dennis Kelly
Introduction
427 (1)
Core priniples of business-to-business (B2B) public relations
427 (1)
Trade journals and journalists
427 (6)
Coordinating the communications disciplines
433 (3)
Building corporate reputation
436 (4)
Summary
440 (1)
Bibliography
440 (1)
Websites
440 (1)
Public affairs
441 (21)
Kelvin Moloney
Introduction
442 (1)
Scope of public affairs
442 (1)
Public affairs defined
443 (1)
Contexts of public affairs
444 (3)
Public affairs: knowledge, skills and behaviour needed
447 (7)
Ethics and public affairs
454 (6)
Summary
460 (1)
Bibliography
461 (1)
Financial public relations (FPR)]
462 (19)
Ryan Bowd
Introduction
463 (1)
Overview of finanical public relations
463 (3)
The landscape of the City: L who's involved in financial public relations
466 (2)
Finanical PR practice
468 (9)
Emerging issues and trends
477 (1)
Summary
478 (1)
Bibliography
479 (1)
Websites
480 (1)
Public relations for information and communications technolgies: prinicples and planning
481 (17)
Lee Edwards
Introduction
482 (1)
Information and communication technology (ICT): background and social impact
482 (1)
Industry characteristics
483 (2)
ICT audience characteristics
485 (5)
Public relations in the ICT industry: a model
490 (2)
Prinicples of ICT public relations practice
492 (4)
Summary
496 (1)
Bibliography
497 (1)
Integrated marketing communications
498 (19)
Graham Hughes
Introduction
499 (1)
Definitions of integrated marketing communication (IMC)
499 (5)
Startegic marketing communications planning
504 (1)
Brandking and integrated marketing communications
505 (2)
Agency perspectives on integrated marketing communications
507 (2)
Integrating the marketingcommunications mix
509 (6)
Summary
515 (1)
Bibliography
515 (1)
Websites
516 (1)
Sponsorship
517 (20)
Sierk Horn
Introduction
518 (1)
Sponsorship: the context
518 (2)
Defining sponsorship
520 (3)
Management of sponsorship
523 (4)
Features and characteristics of sponsorship
527 (3)
`Emotional marketing' andthe emerging sponsorship age
530 (5)
Summary
535 (1)
Bibliography
535 (2)
Part 4 Sectoral considerations
537 (108)
Corporate communication
539 (21)
Emma Wood
Introduction
540 (1)
Definition of corporate communication and terms
540 (7)
Context and principle of corporate communication
547 (4)
Interface of corporate communication and overall corporate strategy
551 (1)
How corporate communication influences corporage decision making
552 (1)
Corporate communication objectives: Stakeholders vs sharholders
553 (2)
Practical application of critical reflection
555 (2)
Summary
557 (1)
Bibliography
558 (2)
Campaigning organisations and pressure groups
560 (17)
Sue Wolstenholme
Introduction
561 (1)
Types of campaigning organisation
561 (4)
Key issues for public relations practitioners in organsisations and campaigning groups
565 (1)
Campaign tactics
566 (2)
People, politics and globalisation
568 (1)
Building and evaluating consensus
569 (3)
Practical guidelines for campaigning public relations
572 (3)
Summary
575 (1)
Bibliography
575 (1)
Websities
576 (1)
Public sector communication and soical marketing
577 (23)
Liz Yeomans
Introduction
578 (1)
Theories of public communication
578 (8)
Central government communication
586 (4)
Local government communication
590 (1)
Health sector communication
591 (5)
A communication planning framework
596 (1)
Summary
597 (1)
Bibliography
597 (2)
Websities
599 (1)
Arts, leisure and entertainment public relations
600 (21)
Shirley Beresford
Johanna Fawkes
Introduction
601 (1)
Overview of the creative industries
601 (4)
Concepts of culture
605 (1)
Role of public relations in the creative industries
606 (2)
Public relations objectives, strategies and tactics for arts organisations
608 (3)
Trends and directions in the creative industries
611 (8)
Summary
619 (1)
Bibliography
619 (1)
Websites
620 (1)
Celebrity and public relations
621 (11)
Elliot Pill
Introduction
622 (1)
Background and hisotrical development of the VIP (very important person)
622 (1)
The rise of the celebrity
623 (2)
Publicists, `PRs' and the PR industry
625 (1)
Why celebrities are good for the `bottom line'
625 (1)
Heroes, celebrity and the global celbrity industry
626 (1)
Consumer reaction: Why people `buy into' celebrities
627 (1)
How celebrity images is manufactured and maintained
628 (3)
Summary
631 (1)
Bibliography
631 (1)
What next? Future issues for public relations
632 (13)
Ralph Tench
Liz Yeomans
Introduction
633 (1)
Future tredns and issues for public relations
633 (5)
Campaigning and pressure groups
638 (1)
Internatioalisationof public relations
639 (1)
Publics
639 (1)
Public relations' identity
639 (1)
Issues
640 (1)
Technology
640 (1)
Practitioner roles and professionalism in public relations
641 (1)
Specialisation of public relations practice
641 (1)
Media fragmentation
642 (1)
Education
642 (1)
Summary
643 (1)
Bibliography
643 (2)
Glossary 645 (8)
Index 653

Exploring Public Relations is the definitive academic text on Public Relations. This second edition continues to provide a critical analysis of the subject and a sophisticated blend of theory with real life, and includes many case studies, activity exercises, discussion questions and full colour photographs to illustrate the discussions in the text

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