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