Exploring public relations:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
FT Prentice Hall
2009
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIX, 666 S. Ill., graph. Darst. |
| ISBN: | 9780273715948 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text |
Titel: Exploring public relations
Autor: Tench, Ralph
Jahr: 2009
Brief Contents
Guided tour
About the authors
Foreword
Preface
Publisher's acknowledgements
XVI
xviii
xxii
xxiii
xxv
Part 1 The context of public relations
1 Public relations origins: definitions and history
2 Management and organisation of public relations
3 Role of the public relations practitioner
4 Media context of contemporary public relations and journalism
5 Public relations and democracy
6 Community and society: corporate social responsibility (CSR)
7 International context of public relations
3
19
35
68
82
97
117
Part 2 Public relations theories and concepts
8 Public relations theories: an overview
9 Public relations as planned communication
10 Public relations research and evaluation
11 Audiences, stakeholders, publics
12 Corporate image, reputation and identity
13 Public relations, propaganda and the psychology of persuasion
14 Ethics and professionalism in public relations
147
149
174
198
222
237
252
273
Part 3 Public relations specialisms
15 Media relations
16 Internal communication
17 Managing community involvement programmes
293
295
316
338
18 Issues management 364
19 Crisis public relations management 385
20 Public relations and the consumer 409
21 Business-to-business public relations 426
22 Public affairs 441
23 Financial public relations (FPR) 462
24 Public relations for information and communications technologies:
principles and planning 481
25 Integrated marketing communications 498
26 Sponsorship 517
Part 4 Sectoral considerations 537
27 Corporate communication 539
28 Campaigning organisations and pressure groups 560
29 Public sector communication and social marketing 577
30 Arts, leisure and entertainment public relations 600
31 Celebrity and public relations 621
32 What next? Future issues for public relations 632
Glossary 645
Index 653
Contents
Guided tour
About the authors
Foreword
Preface
Publisher's acknowledgements
XVI
xviii
xxii
xxiii
xxv
Part 1 The context of public relations
1 Public relations origins: definitions and history
Lee Edwards
Introduction
Public relations definitions
Public opinion: justifying public relations
Business, politics and public relations: country case studies
Summary
Bibliography
2 Management and organisation of public relations
Anne Gregory
Introduction
Importance of context
External environment
Internal environment
Systems theory
Location of public relations in organisations
Future of the public relations department
Summary
Bibliography
3 Role of the public relations practitioner
Ralph Tench, Meriet D'Artrey and Johanna Fawkes
Introduction
Who are the public relations practitioners?
Who does what: the bigger picture
Role of the communicator
What public relations people do: individual practitioners
Skills for the ideal practitioner
Role of theory in practice
Professionalism
1
3
A
A
8
9
16
17
19
20
20
20
2A
26
27
32
33
33
35
36
36
36
AA
48
51
57
58
Education and research 60
Summary 65
Bibliography 66
4 Media context of contemporary public relations and journalism 68
NeilWashbourne
Introduction 69
Contemporary media context: the UK media industry 69
Theories of media 70
Regulating the media: from public interest to the market 72
'Public interest' 74
Issues for public relations arising from the global media environment 76
Ethics of journalism and public relations 78
Summary 80
Bibliography 80
5 Public relations and democracy 82
Robert Leach
Introduction 83
Conditions for representative democracy 83
Criticisms of modern democracy 84
Elections and voting 86
Elections and political parties 88
Pressure groups and democracy 90
Democracy and multilevel governance 92
Public relations and modern democracy 93
Summary 95
Bibliography 95
Websites 96
6 Community and society: corporate social responsibility (CSR) 97
Ralph Tench
Introduction 98
Social and economic change 98
Sustainable business: corporate social responsibility (CSR) 98
Business case for corporate social responsibility, why be socially responsible? 103
Organisational responsibilities to stakeholders 105
Organisational responsibilities to society 105
Corporate responsibility and irresponsibility 107
Regulatory frameworks 109
Ethics and business practice 109
Summary 114
Bibliography 115
Websites 116
7 International context of business relations 117
Gyorgy Szondi
Introduction 118
Defining international public relations H9
CONTENTS IX
Factors and driving forces behind internationalisation 121
International public relations agency networks 127
Global or local approaches to international public relations 127
Special areas of international public relations 134
Public relations for a supranational organisation: the European Union 141
Critical voices in international public relations 143
Professionalism on a global level: public relations as a global profession 143
Summary 145
Bibliography 145
Part 2 Public relations theories and concepts 147
8 Public relations theories: an overview 149
Lee Edwards
Introduction 150
Systems theories: emergence of public relations research 150
Extending the systemic view 156
Developing theory: alternative approaches 158
Feminist views of public relations 161
Diversity in public relations 164
Summary 169
Bibliography 169
9 Public relations as planned communication 174
Anne Gregory
Introduction 175
Why planning is important 175
Systems context of planning 176
Approaches to the planning process 177
Analysis 179
Setting objectives 183
Identifying publics 185
Messages or content 186
Strategy and tactics 188
Timescales and resources 190
Evaluation and review 193
Summary 197
Bibliography 197
10 Public relations research and evaluation 198
Gyorgy Szondi and RiidigerTheilmann
Introduction 199
Context of research in public relations 199
Designing research 201
Qualitative vs quantitative research 204
Research methods 204
Designing research instruments 208
Research applications 212
Evaluation 213
CONTENTS
Summary 219
Bibliography 221
11 Audiences, stakeholders, publics 222
Gerard Choo
Introduction 223
The passive audience 223
The active audience 225
Stakeholders and publics 228
New thinking on publics 231
Summary 235
Bibliography 235
12 Corporate image, reputation and identity 237
Daniel Lowensberg
Introduction 238
Organisational public relations 238
Organisational image 239
Organisational reputation 240
Organisational identity 240
Personality and culture 243
Organisational identity, strategy and process: two models 247
Summary 251
Bibliography 251
13 Public relations, propaganda and the psychology of persuasion 252
Johanna Fawkes
Introduction 253
Public relations and propaganda 253
Public relations and persuasion 256
Who says: the question of credibility 257
Says what: the nature of the message 258
To whom: the audience perspective 262
To what effect: forming and changing attitudes and beliefs 263
Ethical persuasion: is it possible? 268
Summary 270
Bibliography 270
Websites 272
14 Ethics and professionalism in public relations 273
Anne Gregory
Introduction 274
Importance of ethics and professionalism in public relations 274
Definitions of ethics and morality 276
Ethical theories (traditions) 276
Duty to whom? 280
Ethical issues in public relations 282
Ethical decision-making models and their application 285
Summary 288
CONTENTS XI
Bibliography 288
Appendix 1: Chartered Institute of Public Relations Code of Conduct 290
Appendix 2: Global Alliance Ethics Protocol 291
Part 3 Public relations specialisms 293
15 Media relations 295
Richard Bailey
Introduction 296
Role of media relations 296
Defining issue: advertising or public relations? 296
Media relations principles 299
Negotiated news: media relations in practice 301
Media partnerships 30A
Old media, new media and me media 308
Media relations techniques 312
Summary 314
Bibliography 314
16 Internal communication 316
Liz Yeomans
Introduction 317
Definition and purpose of internal communication 318
Where it all began: the in-house journalist 318
Skills to strategy 318
Employee perspective: 'just a job'? 322
Segmenting internal publics 324
Organisations: culture, leadership and strategic change 326
Line manager role: listening and interpreting 330
Communication channels 331
Ethical communication 333
Summary 335
Bibliography 336
17 Managing community involvement programmes 338
Martin Langford
Introduction 339
Corporate community involvement (CCI) programmes 339
Employees and community programmes 342
Cause-related marketing (CRM) 345
Developing community programmes 351
Evaluating community programmes 357
Summary 362
Bibliography 362
Websites 363
18 Issues management 364
Paul Gillions
Introduction 365
Issues management: defining the field 365
CONTENTS
Context of issues management 367
Action planning: a framework for managing issues 370
Summary 383
Bibliography 383
Websites 384
19 Crisis public relations management 385
Martin Langford
Introduction 386
Crisis public relations management: the context 386
Crisis public relations management vs operational effectiveness 388
Where do crises come from? 389
Communicating during a crisis 390
The Internet and public relations crisis management 398
How to prepare for a crisis 399
Key principles in crisis management 401
Summary 407
Bibliography 408
Websites 408
20 Public relations and the consumer 409
Paul Willis
Introduction 410
What is consumer public relations? 410
Tools and techniques 412
The wonderful world of brands 417
Key challenges 419
Tomorrow's people 422
Summary 424
Bibliography 424
21 Business-to-business public relations 426
Dennis Kelly
Introduction 427
Core principles of business-to-business (B2B) public relations 427
Trade journals and journalists 427
Coordinating the communications disciplines 433
Building corporate reputation 436
Summary 440
Bibliography 440
Websites 440
22 Public affairs 441
Kevin Moloney
Introduction 442
Scope of public affairs 442
Public affairs defined 443
Contexts of public affairs 444
Public affairs: knowledge, skills and behaviour needed 447
CONTENTS XIII
Ethics and public affairs 454
Summary 460
Bibliography 461
23 Financial public relations (FPR) 462
Ryan Bowd
Introduction 463
Overview of financial public relations 463
The landscape of the City: who's involved in financial public relations 466
Financial PR practice 468
Emerging issues and trends 477
Summary 478
Bibliography 479
Websites 480
24 Public relations for information and communications technologies:
principles and planning 481
Lee Edwards
Introduction 482
Information and communication technology (ICT): background and social impact 482
Industry characteristics 483
ICT audience characteristics 485
Public relations in the ICT industry: a model 490
Principles of ICT public relations practice 492
Summary 496
Bibliography 497
25 Integrated marketing communications 498
Graham Hughes
Introduction 499
Definitions of integrated marketing communications (IMC) 499
Strategic marketing communications planning 504
Branding and integrated marketing communications 505
Agency perspectives on integrated marketing communications 507
integrating the marketing communications mix 509
Summary 515
Bibliography 515
Websites 516
26 Sponsorship 517
Sierk Horn
Introduction 518
Sponsorship: the context 518
Defining sponsorship 520
Management of sponsorship 523
Features and characteristics of sponsorship 527
'Emotional marketing' and the emerging sponsorship age 530
Summary 535
Bibliography 535
MV CONTENTS
Part 4 Sectoral considerations 537
27 Corporate communication 539
Emma Wood
Introduction 540
Definition of corporate communication and key terms 540
Context and principles of corporate communication 547
Interface of corporate communication and overall corporate strategy 551
How corporate communication influences corporate decision making 552
Corporate communication objectives: stakeholders vs shareholders 553
Practical application of critical reflection 555
Summary 557
Bibliography 558
28 Campaigning organisations and pressure groups 560
Sue Wolstenholme
Introduction 561
Types of campaigning organisation 561
Key issues for public relations practitioners in organisations and campaigning groups 565
Campaign tactics 566
People, politics and globalisation 568
Building and evaluating consensus 569
Practical guidelines for campaigning public relations 572
Summary 575
Bibliography 575
Websites 576
29 Public sector communication and social marketing 577
Liz Yeomans
Introduction 578
Theories of public communication 578
Central government communication 586
Local government communication 590
Health sector communication 591
A communication planning framework 596
Summary 597
Bibliography 597
Websites 599
30 Arts, leisure and entertainment public relations 600
Shirley Beresford and Johanna Fawkes
Introduction 601
Overview of the creative industries 601
Concepts of culture 605
Role of public relations in the creative industries 606
Public relations objectives, strategies and tactics for arts organisations 608
Trends and directions in the creative industries 611
Summary 619
CONTENTS xv
Bibliography 619
Websites 620
31 Celebrity and public relations 621
Elliot Pill
Introduction 622
Background and historical development of the VIP (very important person) 622
The rise of the celebrity 623
Publicists, 'PRs' and the PR industry 625
Why celebrities are good for the 'bottom line' 625
Heroes, celebrity and the global celebrity industry 626
Consumer reaction: why people 'buy into' celebrities 627
How celebrity image is manufactured and maintained 628
Summary 631
Bibliography 631
32 What next? Future issues for public relations 632
Ralph Tench and Liz Yeomans
Introduction 633
Future trends and issues for public relations 633
Campaigning and pressure groups 638
Intemationalisation of public relations 639
Publics 639
Public relations' identity 640
Issues 640
Technology 641
Practitioner roles and professionalism in public relations 641
Specialisation of public relations practice 641
Media fragmentation 642
Education 642
Summary 643
Bibliography 643
Glossary 645
Index 653
Supporting resources
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• Extra case studies
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www.pearsoned.co.uk/tench |
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| spelling | Tench, Ralph Verfasser aut Exploring public relations Ralph Tench ; Liz Yeomans 2. ed. Harlow ; Munich [u.a.] FT Prentice Hall 2009 XXIX, 666 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 Yeomans, Liz Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022457813&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Exploring public relations |
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