Strategic communications management: making public relations work
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Wokingham
Addison-Wesley
1995
|
| Schriftenreihe: | The EIU series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 277 S. Ill. |
| ISBN: | 0201593769 |
Internformat
MARC
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| 245 | 1 | 0 | |a Strategic communications management |b making public relations work |c Jon White ; Laura Mazur |
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| 650 | 4 | |a Comunicación en administración de empresas | |
| 650 | 4 | |a Relaciones públicas en empresas | |
| 650 | 4 | |a Relaciones públicas en empresas - Estudio de casos | |
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Datensatz im Suchindex
| _version_ | 1804124790494068736 |
|---|---|
| adam_text | Contents
Preface v
Executive summary xv
PART ONE
PUBLIC RELATIONS AND COMMUNICATIONS
MANAGEMENT 1
1 Public relations management 3
The importance of public relations 3
Strategic management of communications 4
Taking a more ethical stance 6
Box 1.1: Fleishman Hillard 7
Case 1.1: Henkel, 1992 9
What is public relations? 11
Box 1.2: Background of public relations 13
International challenges for public relations and
communications management: the example of Europe 14
Box 1.3: Siegel Gale 17
The central role of public relations 18
Summary IS
Notes 20
2 Public relations: contribution to strategic planning
and management decision making 21
Contributing to effectiveness 21
Case 2.1: Cargill, 1992 23
The strategic contribution of public relations 25
The contribution of public relations to decision making 27
ix
x Contents
Public relations as an aid to clarification of objectives and plans 29
Box 2.1: The role of corporate identity 30
Reporting relationships 32
Summary 32
Notes 34 *•
3 Options for the management of public relations 35
Choosing the right route 35
The role of the senior public relations manager 36
Case 3.1: Guinness, 1992 43
The public relations framework 47
Case 3.2: Vickers, 1992 48
Cross border communications 50
Organizing the function across borders 51
Staffing the function 52
Public relations on the board 53
Why companies use consultants 54
Case 3.3: W.H. Smith and Abbey National 55
Finding the right consultancy 60
Case 3.4: Sutcliffe Catering 61
Using consultants 62
Box 3.1: The Mercury suppliers charter 64
Using consultants on a pan European basis 65
The multiple agency approach 68
Fitting into a globalization strategy 70
Box 3.2: Checklist for choosing outside consultants in Europe 71
Summary 73
Note 75
4 Public relations programme and human resources
management 76
How public relations should work 76
Programme management in Europe 77
Case 4.1: Gillette 78
Working with European audiences 81
Case 4.2: BellSouth, 1991 85
The importance of a proper plan 87
Keeping country managers in tune with headquarters 87
Box 4.1: Public Relations Society of America 88
Winning support from line managers 90
Using image surveys 91
Case 4.3: Leica, 1990 93
Making strategy work 94
Coordinating the flow of information 94
Convincing country managers 96
Human resource management 97
Career patterns 98
Women and public relations 99
Improving qualifications and training 100
Additional features of careers in public relations 102
What can employers and clients expect from practitioners? 103
Summary 104
5 Budgeting, control and evaluation 107
Budgeting 107
Case 5.1: Chase 108
Control 109
Evaluation 110
Box 5.1: The Conference Board report 111
Setting benchmarks 114
Box 5.2: Evaluating public relations 114
Box 5.3: The BT campaign 119
Summary 121
Notes 122
PART TWO
SPECIAL AREAS OF PRACTICE 123
6 Media relations 125
The breadth and depth of the media 125
Case 6.1: Grand Metropolitan, 1992 126
Relationships with journalists 127
Box 6.1: IMRES survey 128
The need for consistency 129
Case 6.2: Hanson Bell 130
The role of consultants 133
Case 6.3: Wellcome 134
Media relations across Europe 135
Box 6.2: Advertorials 137
The impact of new technologies 138
Summary 139
Notes 140
7 Marketing communications 141
The marketing/public relations relationship 141
The demand for integration 142
Case 7.1: Digital Equipment Corporation International. 1991 143
Case 7.2: Mercury. 1992 145
The changing face of consumer public relations 147
Using corporate values 149
Case 7.3: Exxon 150
The corporate brand 151
Case 7.4: Reed. 1992 153
Sponsorship 155
Using sponsorship across Europe a checklist 156
xii Contents
Case 7.5: United Distillers 158
Case 7.6: Buckler 159
Summary 161
Note 162
8 Internal communications 163
The value of communication 163
Box 8.1: The Federal Express approach 165
Box 8.2: Royal Mail 166
Case 8.1: BT s internal communications programme 167
Recognition of requirements 169
Internal customers 171
Case 8.2: American Airlines, 1992 173
New techniques 175
Box 8.3: Ford 175
Case 8.3: Chevron 178
Summary 179
Notes 180
9 Public affairs 182
Defining public affairs 182
The European Centre for Public Affairs study 184
Case 9.1: SmithKline Beecham, 1991 186
The prominence of public affairs 189
Public affairs proactive or reactive? 191
Public affairs in the European arena 194
Case 9.2: Time Warner, 1991 195
Box 9.1: Bernard Ingham 198
Summary 200
Notes 202
10 Crisis management 203
Anticipating the worst 203
What can go wrong? 204
Crisis planning 205
Corporate image in a crisis 206
Case 10.1: Hoover, 1993 209
Crisis management 210
Managing in the aftermath of crisis 211
Summary 212
PART THREE
MANAGING RELATIONSHIPS 215
11 Customers and suppliers, investor relations, the
community, pressure and interest groups 217
Customer and supplier relations 217
Investor relations 218
Box 11.1: BAT 220
Box 11.2: Dragon report 223
The community 223
Box 11.3: Business in the Community 225
Box 11.4: The Body Shop 226
Box 11.5: Grand Metropolitan 228
Box 11.6: Philip Morris and J.P. Morgan 229
Relations with pressure and interest groups 230
Summary 234
Notes 235
PART FOUR
ISSUES IN THE PRACTICE 237
12 Ethical and legal issues 239
Taking a more ethical approach 239
Box 12.1: A sample of Franklin s screening questionnaire 240
Case 12.1: BA/Virgin 242
Environmental issues 244
Box 12.2: 3M 247
Summary 249
Notes 250
13 The future of public relations 251
A key management task 251
The reputation of consultants 252
Size and skills 255
Box 13.1: Arnold survey: the future for the public relations
consultancy 256
The relationship with advertising 258
Raising standards 260
Questions of growth 264
Possible futures for public relations 266
Summary 267
Note 268
Bibliography 269
Index 273
|
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| id | DE-604.BV010367056 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:51:16Z |
| institution | BVB |
| isbn | 0201593769 |
| language | English |
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| physical | XVI, 277 S. Ill. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Addison-Wesley |
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| series2 | The EIU series |
| spelling | White, Jon Verfasser aut Strategic communications management making public relations work Jon White ; Laura Mazur Wokingham Addison-Wesley 1995 XVI, 277 S. Ill. txt rdacontent n rdamedia nc rdacarrier The EIU series Comunicación en administración de empresas Relaciones públicas en empresas Relaciones públicas en empresas - Estudio de casos Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 Mazur, Laura Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006901473&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | White, Jon Mazur, Laura Strategic communications management making public relations work Comunicación en administración de empresas Relaciones públicas en empresas Relaciones públicas en empresas - Estudio de casos Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4061963-1 |
| title | Strategic communications management making public relations work |
| title_auth | Strategic communications management making public relations work |
| title_exact_search | Strategic communications management making public relations work |
| title_full | Strategic communications management making public relations work Jon White ; Laura Mazur |
| title_fullStr | Strategic communications management making public relations work Jon White ; Laura Mazur |
| title_full_unstemmed | Strategic communications management making public relations work Jon White ; Laura Mazur |
| title_short | Strategic communications management |
| title_sort | strategic communications management making public relations work |
| title_sub | making public relations work |
| topic | Comunicación en administración de empresas Relaciones públicas en empresas Relaciones públicas en empresas - Estudio de casos Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Comunicación en administración de empresas Relaciones públicas en empresas Relaciones públicas en empresas - Estudio de casos Öffentlichkeitsarbeit Unternehmen |
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