Introducing Public Relations: theory and practice
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| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles [u.a.]
Sage
2011
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| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVI, 228 S. graph. Darst. |
| ISBN: | 9781412921145 9781412921152 |
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Record in the Search Index
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| adam_text | Titel: Introducing public relations
Autor: Butterick, Keith
Jahr: 2011
CONTENTS
Acknowledgements , xiv
Introduction xv
PART ONE: PUBLIC RELATIONS IN THEORY 1
Chapter 1: Introducing the Theory 3
Public Relations in theory 3
Chapter 2: The Origins of Public Relations 5
Introduction 5
PR: one or many definitions? 6
Where PR comes from and why history matters 7
The early years: Ivy Lee and Edward Bernays 9
Ivy Lee 9
Box 2.1 : Extracts from Ivy Lee s Declaration of Principles 11
Edward Bernays 12
International growth 13
The history of PR in the UK 13
Theory: why some campaigns work and some don t 14
Communication theory 15
Laswell s communication model 16
Linear model 17
Two-step communication model 20
PR theory 21
Mass audience 22
Target audience 23
Publics 23
The four models of Grunig and Hunt 25
The press agentry/publicity model 25
Box 2.2: Propaganda, Publicity and Public Relations 25
The public information model 26
The two-way asymmetric model 27
The two-way symmetric model 27
The excellence project 29
Summary 32
Introducing Public Relations
Chapter 3: Marketing, Advertising and Public Relations:
Sýmüantýes and Differences Explored and Explained 33
Introduction ^
Why marketing matters 04
Maktld 04
p 35
Th»3™ f · Advertisin9 a d the Rebirth of Marks Spencer 35
The marketing mix ^ wi
Social marketing ^
New forms of marketing 4q
Box 3.2: Cadbury s Drumming Gorilla 41
Advertising: good or evil? 49
How is PR different to advertising? 44
t^r dpR
hy marketing matter
Market-led companies 04
Product-led companies 35
3 f
Summary 46
J 47
48
What is a good reputation? 49
RePut_ati°n and Finance 50
51
51
52
„_____ 52
good reputation 53
of Corporate Reputation 54
a Reputation 55
55
56
57
fft?
es: h°W ? industry s reputation affects
Summary
y 60
Introduction8 Management= Public Relations Centre Stage 61
What is a crisis? %
Cr^^ 64
65
VIII
Contents
The management team 65
The communication process 66
Box 5.1 : Crisis Rules 67
The post-crisis evaluation 67
Box 5.2: New Technology and Controlling the News Agenda 67
Handling a crisis 68
The 2005 London bombings 68
The Buncefield fire 69
Case Study: The Reputation Management Account Director 70
Diary: The Reputation Management Account Director 70
Issues management 71
Summary 72
Chapter 6: Corporate Social Responsibility and Ethics 73
Introduction 73
Front organisations 74
Why ethics is becoming more important to PR 75
Advocacy and the adviser-client relationship 76
Does PR corrupt the media? 77
The ethics of individuals 77
Codes and conducts 78
The ethics of business 79
Four traditions 79
Moral evaluations 80
Ethics and the multinational company 81
Business is business: is CSR welcome at all? 82
Business is business: is it worth the hype? 83
Social corporate responsibility 83
Environmental corporate responsibility 84
Sustainable objectives 84
Is corporate social responsibility just PR in disguise? 85
Delivering CSR 85
Summary 86
PART TWO: PUBLIC RELATIONS IN PRACTICE 87
Chapter 7: Introducing the Practice 89
Introduction 89
Public Relations practice in the UK 91
The business of PR 91
The people in PR 92
Recruiting and keeping staff 93
Summary 94
IX
Introducing Public Relations
Chapter 8: Public Relations In-house 95
Introduction 95
Who does what? 96
Box 8.1 : Strategic Adviser or PR Manager 97
The PR Practitioner as gatekeeper 98
Box 8.2: Views on the Job 99
Comparing in-house and external consultants 100
Internal communications 102
Box 8.3: Getting the Structure Right 103
Organisational culture: Who is the company? 105
Channels of communication 107
Measuring the effect of communications 107
Summary 108
Chapter 9: Public Relations Consultancies 109
Introduction 109
Types of consultancy 110
Categories of consultancy 11°
Box 9.1 : Sole Practice in PR: Should You Follow This Route? 111
Agency or consultancy : does it matter? 113
Professionalisation of the industry !14
Box 9.2: UK PR Consultancies 1 x 5
Services offered by consultancies 1 ? 5
Case Study: The PR Account Manager ! x 6
Diary: The PR Account Manager 118
Winning new business 120
Box 9.3: Consultancies and the Public Sector 120
The brief 121
The pitch 122
Case Study: The Board Director 124
Managing the account: who does what? l25
Box 9.4: Working in a PR Consultancy 12f
Client satisfaction 126
Over-servicing 127
Charging 128
Box 9.5: Main Charging Methods 12n
Summary 129
werÝ0: Strategy. Research, Measurement and Evaluation 130
Introduction 130
Structuring a PR programa 131
Research 131
Contents
Defining PR: problems and issues 132
SWOT and PEST analyses 133
Strategy I34
Box 10.1: Levels of Strategy 135
Box 10.2: Strategy/Tactics/Objectives 136
Measurement and evaluation 136
Pseudo-measurement 138
Opportunities To See (OTS) 139
Advertising Value Equivalence (AVE) 139
Payment By Results (PBR) 140
Electronic evaluation 140
Summary 141
Chapter 11: Putting Effective PR Campaigns into Practice 142
Introduction 142
Tactics: the building blocks of PR campaigns 143
Journalists and public relations: hacks and flacks 143
Case Study: The Business Journalist 144
Box 11.1: The Jo Moore incident 145
Media relations in the PR campaign 147
Writing the news release 147
Distributing the news release 148
Targeting the right people 148
Managing the data 149
Box 11.2: Media Roles and Responsibilities 149
Ensuring media coverage 150
Dealing with the media 151
The features list 152
Media training 152
Press conferences 152
Electronic channels of communication 153
Online media 153
Blogs: are they the future of PR? 154
Box 11.3: Viral Language 155
Diary: The Account Executive 155
Events 157
Summary 158
Chapter 12: Corporate Communications and Financial PR 159
Introduction 159
What is Corporate Communications? 160
The history of Financial PR 161
Financial PR Consultancies 163
XI
Introducing Public Relations
Financial calendar work 163
Profit warnings and the unexpected 164
Case Study: The Vice President 165
Diary: The Vice-President 166
Investor relations 168
Initial public offerings 169
Financial audiences 169
Analysts 169
The financial media 169
Summary 170
Chapter 13: Government and the Public Sector 171
Introduction 171
Social marketing 172
Government communications 174
Box 13.1: Defining the Public Sector 174
Local government 174
Restricting or helping? Public sector PR as gatekeeper 175
Box 13.2: Northumbria Police and the release of crime figures 176
Case Study: The Head of Corporate Communications for a
Local Borough 179
Central government communication I81
Spin 182
How political parties are changing political communication 183
Political lobbying 185
Diary: The Director of a Political Consultancy 185
Lobbying companies 187
Is lobbying effective? 188
Is lobbying ethical? 189
Summary 192
Chapter 14: From Charities to Celebrities: the Variety
and Diversity of PR Practice 193
Introduction 193
Charities and campaigning organisations 194
Diary: The Press Officer (The MS Society) 196
How charities campaign 199
Diary: The Press Officer (BRAKE) 200
Box 14.1: Three days in the Press Office for the Campaign
by War on Want 202
Celebrities 205
Case Study: Max Clifford, Publicist f*
Case Study: Sam Delaney, Editor of Heat magazine 20
XII
Contents
Sport 208
Sponsorship 209
Media relations in sport 210
Channels of communication 210
Community relations in sport 210
Summary 211
Chapter 15: Where PR (and You) Can Go Next 212
Introduction 212
The changing PR landscape 212
Industry challenges and opportunities 214
Getting started in PR 216
Box 15.1: What Employers Want from New Recruits 216
Summary 217
Bibliography 219
Index 223
XIII
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| isbn | 9781412921145 9781412921152 |
| language | English |
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| spelling | Butterick, Keith Verfasser aut Introducing Public Relations theory and practice Keith Butterick 1. publ. Los Angeles [u.a.] Sage 2011 XVI, 228 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021157530&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Butterick, Keith Introducing Public Relations theory and practice Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| subject_GND | (DE-588)4043188-5 |
| title | Introducing Public Relations theory and practice |
| title_auth | Introducing Public Relations theory and practice |
| title_exact_search | Introducing Public Relations theory and practice |
| title_full | Introducing Public Relations theory and practice Keith Butterick |
| title_fullStr | Introducing Public Relations theory and practice Keith Butterick |
| title_full_unstemmed | Introducing Public Relations theory and practice Keith Butterick |
| title_short | Introducing Public Relations |
| title_sort | introducing public relations theory and practice |
| title_sub | theory and practice |
| topic | Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| topic_facet | Öffentlichkeitsarbeit |
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