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Exploring Public Relations

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ISBN-10: 0273688898

ISBN-13: 9780273688891

Edition: 2006

Authors: Ralph Tench, Liz Yeomans

List price: $137.40
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Description:

This definitive academic Public Relations text introduces PR and its role within the organisation. A comprehensive text, Exploring Public Relations not only covers traditional academic PR theory, but also explores contemporary ideas. Divided into four key areas, the book covers:1) The Context of PR2) The Concepts of PR3) PR Specialisms4) PR in the public and private sectorThis book is written for both undergraduate and postgraduate students working towards a Public Relations degree. It is also appropriate for those studying PR as part of a Marketing, Media or Communications degree.
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Book details

List price: $137.40
Copyright year: 2006
Publisher: FT Press
Publication date: 5/18/2006
Binding: Paperback
Pages: 672
Size: 8.00" wide x 10.50" long x 1.00" tall
Weight: 2.728
Language: English

Guided tour
About the authors
Foreword
Preface
Publisher's acknowledgements
The context of public relations
Public relations origins: definitions and history
Introduction
Public relations definitions
Public opinion: justifying public relations
Business, politics and public relations: country case studies
Summary
Bibliography
Management and organisation of public relations
Introduction
Importance of context
External environment
Internal environment
Systems theory
Location of public relations in organisations
Future of the public relations department
Summary
Bibliography
Role of the public relations practitioner
Introduction
Who are the public relations practitioners?
Who does what: the bigger picture
Role of the communicator
What PR people do: individual practitioners
Skills for the ideal practitioner
Role of theory in practice
Professionalism
Education and research
Summary
Bibliography
Media context of contemporary public relations and journalism
Introduction
Contemporary media context: the UK media industry
Theories of media
Regulating the media: from public interest to the market
'Public interest'
Issues for PR arising from the global media environment
Ethics of journalism and public relations
Summary
Bibliography
Public relations and democracy
Introduction
Conditions for representative democracy
Criticisms of modern democracy
Elections and voting
Elections and political parties
Pressure groups and democracy
Democracy and multilevel governance
Public relations and modern democracy
Summary
Bibliography
Websites
Community and society: corporate social responsibility (CSR)
Introduction
Sustainable business: corporate social responsibility (CSR)
Business case for corporate social responsibility: why be socially responsible?
Organisational responsibilities to stakeholders
Organisational responsibilities to society
Regulatory frameworks
Ethics and business practice
Summary
Bibliography
Websites
International context of public relations
Introduction
Defining international public relations (IPR)
Factors and driving forces behind internationalisation
International PR agency networks
Global or local approaches to international public relations
Special areas of international public relations
PR for a supranational organisation: the European Union
Critical voices in IPR
Professionalism on a global level: PR as a global profession
Summary
Bibliography
Public relations theories and concepts
Public relations theories - an applied overview: systems theories
Introduction
Communications theories: laying the foundations
Systems theories: emergence of public relations research
Extending the systemic view
Public relations as relationship management
Changes abroad: shifts in society and technology
Summary
Bibliography
Public relations theories - an applied overview: alternative approaches
Introduction
Developing theory: alternative approaches
Equity in public relations: considering women and minority groups
New research directions
Summary
Bibliography
Public relations as planned communication
Introduction
Why planning is important
Systems context of planning
Approaches to the planning process
Analysis
Setting objectives
Identifying publics
Messages or content
Strategy and tactics
Timescales and resources
Evaluation and review
Summary
Bibliography
Public relations research and evaluation
Introduction
Context of research in public relations
Designing research
Qualitative vs quantitative research
Research methods
Designing research instruments
Research applications
Evaluation
Summary
Bibliography
Audiences, stakeholders, publics
Introduction
The passive audience
The active audience
Stakeholders and publics
New thinking on publics
Summary
Bibliography
Corporate image, reputation and identity
Introduction
Organisational public relations
Organisational image
Organisational reputation
Organisational identity
Personality and culture
Organisational identity, strategy and process: two models
Summary
Bibliography
Public relations, propaganda and the psychology of persuasion
Introduction
Public relations and propaganda
Public relations and persuasion
Who says: the question of credibility
Says what: the nature of the message
To whom: the audience perspective
To what effect: forming and changing attitudes and beliefs
Ethical persuasion: is it possible?
Summary
Bibliography
Websites
Ethics and professionalism in public relations
Introduction
Importance of ethics and professionalism in public relations
Definitions of ethics and morality
Ethical theories (traditions)
Duty to whom?
Ethical issues in public relations
Ethical decision-making models and their application
Summary
Bibliography
Public relations specialisms
Media relations
Introduction
Role of media relations
Defining issue: advertising or public relations?
Media relations principles
Negotiated news: media relations in practice
Media partnerships
Old media, new media and me media
Media relations techniques
Summary
Bibliography
Internal communication
Introduction
Definition of internal communication
Where it all began: the in-house journalist
Skills to strategy
Role and purpose of internal communication
Employee perspective: 'just a job'?
Segmenting internal publics
Organisations: culture, leadership and strategic change
Line manager role: listening and interpreting
Communication channels
Ethical communication
Summary
Bibliography
Managing community involvement programmes
Introduction
Corporate community involvement (CCI) programmes
Employees and community programmes
Cause-related marketing (CRM)
Developing community programmes
Evaluating community programmes
Summary
Bibliography
Websites
Issues management
Introduction
Issues management: defining the field
Context of issues management
Action planning: a framework for managing issues
Summary
Bibliography
Websites
Crisis public relations management
Introduction
Crisis public relations management: the context
Crisis public relations management vs operational effectiveness
Where do crises come from?
Communicating during a crisis
The internet and public relations crisis management
How to prepare for a crisis
Key principles in crisis management
Summary
Bibliography
Websites
Public relations and the consumer
Introduction
What is consumer public relations?
Tools and techniques
The wonderful world of brands
Key challenges
Tomorrow's people
Summary
Bibliography
Business-to-business public relations
Introduction
Core principles of business-to-business (B2B) public relations
Trade journals and journalists
Coordinating the communications disciplines
Building corporate reputation
Summary
Bibliography
Websites
Public affairs
Introduction
Scope of public affairs
Public affairs defined
Contexts of public affairs
Public affairs: knowledge, skills and behaviour needed
Ethics and public affairs
Summary
Bibliography
Financial public relations (FPR)
Introduction
Overview of financial public relations
Landscape of the 'City': who's involved in financial PR
Financial PR practice
Summary
Bibliography
Websites
Public relations for information and communications technologies: principles and planning
Introduction
ICT: background and social impact
Industry characteristics
ICT audience characteristics
Public relations in the ICT industry: a model
Principles of ICT public relations practice
Summary
Bibliography
Integrated marketing communications
Introduction
Definitions of integrated marketing communications (IMC)
Strategic marketing communications planning
Branding and integrated marketing communications
Agency perspectives on integrated marketing communications
Integrating the marketing communications mix
Summary
Bibliography
Websites
Sponsorship
Introduction
Sponsorship: the context
Defining sponsorship
Management of sponsorship
Features and characteristics of sponsorship
'Emotional marketing' and the emerging sponsorship age
Summary
Bibliography
Sectoral considerations
Corporate communication
Introduction
Definition of corporate communication and key terms
Context and principles of corporate communication
Interface of corporate communication and overall corporate strategy
How corporate communication influences corporate decision making
Corporate communication objectives: stakeholders vs shareholders
Practical application of critical reflection
Summary
Bibliography
Campaigning organisations and pressure groups
Introduction
Types of campaigning organisation
Key issues for PR practitioners in organisations and campaigning groups
Campaign tactics
People, politics and globalisation
Building and evaluating consensus
Practical guidelines for campaigning public relations
Summary
Bibliography
Websites
Public sector communication
Introduction
Theories of public communication
Central government communication
Local government communication
Health sector communication
A communication planning framework
Summary
Bibliography
Websites
Arts, leisure and entertainment public relations
Introduction
Overview of the creative industries
Concepts of culture
Role of public relations in the creative industries
PR objectives, strategies and tactics for arts organisations
Trends and directions in the creative industries
Summary
Bibliography
Websites
What next? Future issues for public relations
Introduction
Campaigning and pressure groups
Internationalisation of public relations
Publics
Public relations identity
Issues
Technology
Practitioner roles and professionalism in public relations
Specialisation of public relations practice
Media fragmentation
Education
Bibliography
Index