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