Exploring public relations
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 pho...
محفوظ في:
| المؤلف الرئيسي: | |
|---|---|
| مؤلفون آخرون: | |
| التنسيق: | كتاب |
| منشور في: |
Harlow :
FT Prentice Hall,
c2009.
|
| الطبعة: | 2nd ed. |
| الموضوعات: | |
| الوسوم: |
إضافة وسم
لا توجد وسوم, كن أول من يضع وسما على هذه التسجيلة!
|
جدول المحتويات:
- 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