Public Relations: Theory and Practice
Public Relations: Theory & Practice, 3rd edition, provides a new perspective on the world of PR; its role, its place and the ethical dilemmas associated with PR in general. Today, the use of technology, and more specifically social media, is leading to more and more crises in business. One only...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Cape Town
Juta & Company, Limited
2022
|
| Ausgabe: | 3rd ed |
| Schlagworte: | |
| Online-Zugang: | HWR01 |
| Zusammenfassung: | Public Relations: Theory & Practice, 3rd edition, provides a new perspective on the world of PR; its role, its place and the ethical dilemmas associated with PR in general. Today, the use of technology, and more specifically social media, is leading to more and more crises in business. One only has to look at the newspapers to see how Facebook, Twitter and ordinary SMSes have got people into trouble on a range of issues. These individuals include CEOs of companies as well as ordinary workers |
| Beschreibung: | 1 Online-Ressource (295 Seiten) |
| ISBN: | 9781485132189 |
Internformat
MARC
| LEADER | 00000nmm a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV048324198 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 220712s2022 |||| o||u| ||||||eng d | ||
| 020 | |a 9781485132189 |q (electronic bk.) |9 9781485132189 | ||
| 035 | |a (ZDB-30-PQE)EBC6965387 | ||
| 035 | |a (ZDB-30-PAD)EBC6965387 | ||
| 035 | |a (ZDB-89-EBL)EBL6965387 | ||
| 035 | |a (OCoLC)1335398256 | ||
| 035 | |a (DE-599)BVBBV048324198 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-2070s | ||
| 100 | 1 | |a Fourie, L. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Public Relations |b Theory and Practice |
| 250 | |a 3rd ed | ||
| 264 | 1 | |a Cape Town |b Juta & Company, Limited |c 2022 | |
| 264 | 4 | |c ©2022 | |
| 300 | |a 1 Online-Ressource (295 Seiten) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 505 | 8 | |a Cover -- Title page -- Imprint page -- Contents -- Preface -- About the authors -- Chapter 1: Placing public relations in perspective -- Chapter outcomes -- 1.1 Introduction -- 1.2 Public relations defined -- 1.2.1 Publics and stakeholders -- 1.2.2 The role of public relations in the organisation -- 1.2.3 Objectives of public relations -- 1.3 The evolution of public relations -- 1.4 Marketing and public relations -- 1.5 The functions and characteristics of public relations -- 1.6 Types of public relations -- 1.7 The public relations process -- 1.8 The tools and techniques of public relations -- 1.9 The place of public relations in the organisation -- 1.10 Professional associations in public relations -- 1.11 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 2: Public relations, marketing, advertising and branding -- Chapter outcomes -- 2.1 Introduction -- 2.2 Marketing and public relations -- 2.2.1 Marketing defined -- 2.2.2 The differences between public relations and marketing -- 2.2.3 Digital public relations and digital marketing -- 2.3 Advertising and public relations -- 2.3.1 Advertising defined -- 2.3.2 The differences between public relations and advertising -- 2.4 Branding and public relations -- 2.4.1 Branding defined -- 2.4.2 The difference between branding and public relations -- 2.5 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 3: The public relations planning process -- Chapter outcomes -- 3.1 Introduction -- 3.2 Definition of public relations -- 3.3 History of public relations -- 3.4 Components of the public relations function -- 3.5 Introducing marketing communications and public relations -- 3.6 The need for a marketing communication mix -- 3.7 Public relations and publicity -- 3.8 The public relations planning process -- 3.8.1 Steps in the public relations planning process | |
| 505 | 8 | |a Step 1: Determine your public relations objectives -- Step 2: Know your target audience -- Step 3: Plan your communication methods according to target markets -- Step 4: Develop the key message for each target market -- Step 5: Plan your key tactics for every strategy -- Step 6: Determine your timespan per strategy -- Step 7: Create a budget for your strategy -- Step 8: Inform yourself via regular evaluation of strategy progress -- 3.9 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 4: Public relations and the importance and relevance of relationships -- Chapter outcomes -- 4.1 Introduction -- 4.2 The meaning and importance of relationships in public relations -- 4.3 The characteristics of effective relationships -- 4.4 The benefits of effective relationships -- 4.5 The various stakeholders in public relations -- 4.6 Actions when building relationships with the various stakeholders in public relations -- 4.7 Stages in the development of stakeholder relationships -- Stage 1: Stakeholder engagement -- Stage 2: Stakeholder satisfaction -- Stage 3: Stakeholder retention -- 4.8 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 5: Research in public relations -- Chapter outcomes -- 5.1 Introduction -- 5.2 Research and public relations -- 5.3 Public relations research process -- Step 1: Identify and formulate the problem or opportunity -- Step 2: Determine the research objectives -- Step 3: Develop a research design -- Step 4: Conduct secondary research -- Step 5: Select a primary research method -- Step 6: Determine the research frame -- Step 7: Gather the data -- Step 8: Process the data -- Step 9: Report the research findings -- 5.4 Best practices in public relations research -- 5.4.1 Research methods and procedures -- 5.4.1.1 Clear and well-defined research objectives -- 5.4.1.2 Rigorous research design | |
| 505 | 8 | |a 5.4.1.3 Detailed supporting documentation -- 5.4.2 Quality and substance of research findings -- 5.5 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 6: Public relations and the media -- Chapter outcomes -- 6.1 Introduction -- 6.2 Media in South Africa -- 6.2.1 South African Audience Research Foundation -- 6.2.2 Independent Communications Authority of South Africa -- 6.2.3 Audit Bureau of Circulations -- 6.2.4 South African Broadcasting Corporation -- 6.2.5 Broadcasting Complaints Commission of South Africa -- 6.3 Controlled and uncontrolled media -- 6.3.1 Social media: controlled or uncontrolled? -- 6.4 Different types of mass media for public relations -- 6.4.1 Broadcast media -- 6.4.1.1 Radio -- 6.4.1.2 Television -- 6.4.2 Print media -- 6.4.2.1 Newspapers -- 6.4.2.2 Magazines -- 6.4.3 Support media -- 6.4.3.1 Outdoor advertising -- 6.4.3.2 Transit advertising -- 6.4.3.3 In-store media -- 6.4.3.4 Directory advertising -- 6.4.3.5 Oramedia -- 6.5 Media planning -- 6.5.1 The media planning process -- 6.5.1.1 The media brief -- 6.5.1.2 The media objectives -- 6.5.1.3 The media strategy -- 6.5.1.4 The media plan -- 6.6 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 7: Online public relations -- Chapter outcomes -- 7.1 Introduction -- 7.2 What online public relations is -- 7.3 Benefits of online public relations -- 7.4 Different forms of media -- 7.5 Online media tools for public relations -- 7.5.1 Websites -- 7.5.2 Online media rooms -- 7.5.3 Search engine optimisation -- 7.5.4 Real Simple Syndication -- 7.5.5 Online press releases -- 7.5.6 Email -- 7.5.7 Instant messaging services -- 7.5.8 Video conferencing applications -- 7.5.9 E-newsletters -- 7.5.10 Online influencers -- 7.5.11 Social media -- 7.5.11.1 Social networks -- 7.5.11.2 Media sharing -- 7.5.11.3 Blogs -- 7.5.11.4 Microblogs -- 7.5.11.5 Discussion forums | |
| 505 | 8 | |a 7.6 Social media monitoring -- 7.7 Artificial intelligence -- 7.8 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 8: Public relations communication tools -- Chapter outcomes -- 8.1 Introduction -- 8.2 Sponsorships -- 8.2.1 Introduction -- 8.2.2 The role of the public relations practitioner in sponsorships -- 8.2.3 Types of sponsorships -- 8.2.4 Difference between donations and sponsorships -- 8.2.5 Reasons why organisations engage in sponsorships from a public relations perspective -- 8.2.6 Seven steps the public relations practitioner has to follow when planning sponsorships -- 8.2.7 Benefit of sponsorships -- 8.3 Promotions as a public relations tool -- 8.3.1 Introduction -- 8.3.2 Examples of promotions -- 8.3.3 Role of public relations in promotions -- 8.4 Special events as a public relations tool -- 8.4.1 Introduction -- 8.4.2 Type of special events and the role of public relations -- 8.5 Advertising and corporate advertising -- 8.5.1 Introduction -- 8.5.2 Role of public relations in corporate advertising -- 8.5.3 Role of public relations in advertising -- 8.5.4 Types of advertising -- 8.5.5 Conclusion -- 8.6 Media relations -- 8.6.1 Introduction -- 8.6.2 What is newsworthy? -- 8.6.3 The social media environment and the role of public relations -- 8.6.4 Role of public relations in media relations -- 8.7 Publicity -- 8.7.1 Introduction -- 8.7.2 Differences between advertising and publicity and the role of public relations -- 8.7.3 Types of opportunities to generate publicity -- 8.7.4 The role of brand ambassadors and public relations -- 8.7.5 Role of public relations in achieving publicity -- 8.8 Development and maintenance of an organisation wide events calendar -- Self-assessment questions -- Chapter 9: Reputation management -- Chapter outcomes -- 9.1 Introduction -- 9.2 Corporate identity, corporate image and reputation | |
| 505 | 8 | |a 9.2.1 Corporate identity -- 9.2.2 Corporate image -- 9.2.3 Corporate reputation -- 9.3 Advantages of a strong reputation -- 9.4 Factors influencing corporate reputation -- 9.4.1 What about a new organisation? -- 9.5 Visual identity -- 9.5.1 Elements of visual identity -- 9.5.2 Corporate visual identity elements -- 9.5.2.1 Company name -- 9.5.2.2 Logos and symbols -- 9.5.2.3 Colour -- 9.5.2.4 Typeface -- 9.5.2.5 Other elements -- 9.6 The outlook for the future -- 9.7 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 10: Public relations campaigns -- Chapter outcomes -- 10.1 Introduction -- 10.2 Defining campaigns -- 10.2.1 Communication campaigns defined -- 10.2.2 Public relations campaigns defined -- 10.3 Objectives of public relations campaigns -- 10.4 Classification of the types of public relations campaigns -- 10.5 The development of public relations campaigns -- 10.5.1 Defining campaign identity -- 10.5.2 Establishing legitimacy -- 10.5.3 Increasing participation -- 10.5.4 Attaining penetration -- 10.5.5 Becoming institutionalised -- 10.6 The Public Relations Institute of South Africa (PRISA) model -- 10.6.1 Analyse the situation -- 10.6.2 Determine the objectives -- 10.6.3 Identify the target audience -- 10.6.4 Formulate the message -- 10.6.5 Plan and implement action -- 10.6.6 Set the budgets -- 10.6.7 Evaluation -- 10.7 The interactive model of campaign planning -- 10.7.1 Research -- 10.7.2 Objectives -- 10.7.3 Programming -- 10.7.4 Evaluation -- 10.8 Ensuring public relations campaign success -- 10.9 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 11: Corporate social responsibility in public relations -- Chapter outcomes -- 11.1 Introduction -- 11.2 Defining corporate social responsibility -- 11.3 Corporate social responsibility and public relations | |
| 505 | 8 | |a 11.4 Difference between corporate social responsibility and public relations | |
| 520 | 3 | |a Public Relations: Theory & Practice, 3rd edition, provides a new perspective on the world of PR; its role, its place and the ethical dilemmas associated with PR in general. Today, the use of technology, and more specifically social media, is leading to more and more crises in business. One only has to look at the newspapers to see how Facebook, Twitter and ordinary SMSes have got people into trouble on a range of issues. These individuals include CEOs of companies as well as ordinary workers | |
| 653 | 6 | |a Electronic books | |
| 700 | 1 | |a Cant, M. C. |e Sonstige |4 oth | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |a Fourie, L. |t Public Relations |d Cape Town : Juta & Company, Limited,c2022 |z 9781485132172 |
| 912 | |a ZDB-30-PQE | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-033703494 | ||
| 966 | e | |u https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=6965387 |l HWR01 |p ZDB-30-PQE |q HWR_PDA_PQE |x Aggregator |3 Volltext | |
Datensatz im Suchindex
| _version_ | 1804184183393746944 |
|---|---|
| adam_txt | |
| any_adam_object | |
| any_adam_object_boolean | |
| author | Fourie, L. |
| author_facet | Fourie, L. |
| author_role | aut |
| author_sort | Fourie, L. |
| author_variant | l f lf |
| building | Verbundindex |
| bvnumber | BV048324198 |
| collection | ZDB-30-PQE |
| contents | Cover -- Title page -- Imprint page -- Contents -- Preface -- About the authors -- Chapter 1: Placing public relations in perspective -- Chapter outcomes -- 1.1 Introduction -- 1.2 Public relations defined -- 1.2.1 Publics and stakeholders -- 1.2.2 The role of public relations in the organisation -- 1.2.3 Objectives of public relations -- 1.3 The evolution of public relations -- 1.4 Marketing and public relations -- 1.5 The functions and characteristics of public relations -- 1.6 Types of public relations -- 1.7 The public relations process -- 1.8 The tools and techniques of public relations -- 1.9 The place of public relations in the organisation -- 1.10 Professional associations in public relations -- 1.11 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 2: Public relations, marketing, advertising and branding -- Chapter outcomes -- 2.1 Introduction -- 2.2 Marketing and public relations -- 2.2.1 Marketing defined -- 2.2.2 The differences between public relations and marketing -- 2.2.3 Digital public relations and digital marketing -- 2.3 Advertising and public relations -- 2.3.1 Advertising defined -- 2.3.2 The differences between public relations and advertising -- 2.4 Branding and public relations -- 2.4.1 Branding defined -- 2.4.2 The difference between branding and public relations -- 2.5 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 3: The public relations planning process -- Chapter outcomes -- 3.1 Introduction -- 3.2 Definition of public relations -- 3.3 History of public relations -- 3.4 Components of the public relations function -- 3.5 Introducing marketing communications and public relations -- 3.6 The need for a marketing communication mix -- 3.7 Public relations and publicity -- 3.8 The public relations planning process -- 3.8.1 Steps in the public relations planning process Step 1: Determine your public relations objectives -- Step 2: Know your target audience -- Step 3: Plan your communication methods according to target markets -- Step 4: Develop the key message for each target market -- Step 5: Plan your key tactics for every strategy -- Step 6: Determine your timespan per strategy -- Step 7: Create a budget for your strategy -- Step 8: Inform yourself via regular evaluation of strategy progress -- 3.9 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 4: Public relations and the importance and relevance of relationships -- Chapter outcomes -- 4.1 Introduction -- 4.2 The meaning and importance of relationships in public relations -- 4.3 The characteristics of effective relationships -- 4.4 The benefits of effective relationships -- 4.5 The various stakeholders in public relations -- 4.6 Actions when building relationships with the various stakeholders in public relations -- 4.7 Stages in the development of stakeholder relationships -- Stage 1: Stakeholder engagement -- Stage 2: Stakeholder satisfaction -- Stage 3: Stakeholder retention -- 4.8 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 5: Research in public relations -- Chapter outcomes -- 5.1 Introduction -- 5.2 Research and public relations -- 5.3 Public relations research process -- Step 1: Identify and formulate the problem or opportunity -- Step 2: Determine the research objectives -- Step 3: Develop a research design -- Step 4: Conduct secondary research -- Step 5: Select a primary research method -- Step 6: Determine the research frame -- Step 7: Gather the data -- Step 8: Process the data -- Step 9: Report the research findings -- 5.4 Best practices in public relations research -- 5.4.1 Research methods and procedures -- 5.4.1.1 Clear and well-defined research objectives -- 5.4.1.2 Rigorous research design 5.4.1.3 Detailed supporting documentation -- 5.4.2 Quality and substance of research findings -- 5.5 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 6: Public relations and the media -- Chapter outcomes -- 6.1 Introduction -- 6.2 Media in South Africa -- 6.2.1 South African Audience Research Foundation -- 6.2.2 Independent Communications Authority of South Africa -- 6.2.3 Audit Bureau of Circulations -- 6.2.4 South African Broadcasting Corporation -- 6.2.5 Broadcasting Complaints Commission of South Africa -- 6.3 Controlled and uncontrolled media -- 6.3.1 Social media: controlled or uncontrolled? -- 6.4 Different types of mass media for public relations -- 6.4.1 Broadcast media -- 6.4.1.1 Radio -- 6.4.1.2 Television -- 6.4.2 Print media -- 6.4.2.1 Newspapers -- 6.4.2.2 Magazines -- 6.4.3 Support media -- 6.4.3.1 Outdoor advertising -- 6.4.3.2 Transit advertising -- 6.4.3.3 In-store media -- 6.4.3.4 Directory advertising -- 6.4.3.5 Oramedia -- 6.5 Media planning -- 6.5.1 The media planning process -- 6.5.1.1 The media brief -- 6.5.1.2 The media objectives -- 6.5.1.3 The media strategy -- 6.5.1.4 The media plan -- 6.6 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 7: Online public relations -- Chapter outcomes -- 7.1 Introduction -- 7.2 What online public relations is -- 7.3 Benefits of online public relations -- 7.4 Different forms of media -- 7.5 Online media tools for public relations -- 7.5.1 Websites -- 7.5.2 Online media rooms -- 7.5.3 Search engine optimisation -- 7.5.4 Real Simple Syndication -- 7.5.5 Online press releases -- 7.5.6 Email -- 7.5.7 Instant messaging services -- 7.5.8 Video conferencing applications -- 7.5.9 E-newsletters -- 7.5.10 Online influencers -- 7.5.11 Social media -- 7.5.11.1 Social networks -- 7.5.11.2 Media sharing -- 7.5.11.3 Blogs -- 7.5.11.4 Microblogs -- 7.5.11.5 Discussion forums 7.6 Social media monitoring -- 7.7 Artificial intelligence -- 7.8 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 8: Public relations communication tools -- Chapter outcomes -- 8.1 Introduction -- 8.2 Sponsorships -- 8.2.1 Introduction -- 8.2.2 The role of the public relations practitioner in sponsorships -- 8.2.3 Types of sponsorships -- 8.2.4 Difference between donations and sponsorships -- 8.2.5 Reasons why organisations engage in sponsorships from a public relations perspective -- 8.2.6 Seven steps the public relations practitioner has to follow when planning sponsorships -- 8.2.7 Benefit of sponsorships -- 8.3 Promotions as a public relations tool -- 8.3.1 Introduction -- 8.3.2 Examples of promotions -- 8.3.3 Role of public relations in promotions -- 8.4 Special events as a public relations tool -- 8.4.1 Introduction -- 8.4.2 Type of special events and the role of public relations -- 8.5 Advertising and corporate advertising -- 8.5.1 Introduction -- 8.5.2 Role of public relations in corporate advertising -- 8.5.3 Role of public relations in advertising -- 8.5.4 Types of advertising -- 8.5.5 Conclusion -- 8.6 Media relations -- 8.6.1 Introduction -- 8.6.2 What is newsworthy? -- 8.6.3 The social media environment and the role of public relations -- 8.6.4 Role of public relations in media relations -- 8.7 Publicity -- 8.7.1 Introduction -- 8.7.2 Differences between advertising and publicity and the role of public relations -- 8.7.3 Types of opportunities to generate publicity -- 8.7.4 The role of brand ambassadors and public relations -- 8.7.5 Role of public relations in achieving publicity -- 8.8 Development and maintenance of an organisation wide events calendar -- Self-assessment questions -- Chapter 9: Reputation management -- Chapter outcomes -- 9.1 Introduction -- 9.2 Corporate identity, corporate image and reputation 9.2.1 Corporate identity -- 9.2.2 Corporate image -- 9.2.3 Corporate reputation -- 9.3 Advantages of a strong reputation -- 9.4 Factors influencing corporate reputation -- 9.4.1 What about a new organisation? -- 9.5 Visual identity -- 9.5.1 Elements of visual identity -- 9.5.2 Corporate visual identity elements -- 9.5.2.1 Company name -- 9.5.2.2 Logos and symbols -- 9.5.2.3 Colour -- 9.5.2.4 Typeface -- 9.5.2.5 Other elements -- 9.6 The outlook for the future -- 9.7 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 10: Public relations campaigns -- Chapter outcomes -- 10.1 Introduction -- 10.2 Defining campaigns -- 10.2.1 Communication campaigns defined -- 10.2.2 Public relations campaigns defined -- 10.3 Objectives of public relations campaigns -- 10.4 Classification of the types of public relations campaigns -- 10.5 The development of public relations campaigns -- 10.5.1 Defining campaign identity -- 10.5.2 Establishing legitimacy -- 10.5.3 Increasing participation -- 10.5.4 Attaining penetration -- 10.5.5 Becoming institutionalised -- 10.6 The Public Relations Institute of South Africa (PRISA) model -- 10.6.1 Analyse the situation -- 10.6.2 Determine the objectives -- 10.6.3 Identify the target audience -- 10.6.4 Formulate the message -- 10.6.5 Plan and implement action -- 10.6.6 Set the budgets -- 10.6.7 Evaluation -- 10.7 The interactive model of campaign planning -- 10.7.1 Research -- 10.7.2 Objectives -- 10.7.3 Programming -- 10.7.4 Evaluation -- 10.8 Ensuring public relations campaign success -- 10.9 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 11: Corporate social responsibility in public relations -- Chapter outcomes -- 11.1 Introduction -- 11.2 Defining corporate social responsibility -- 11.3 Corporate social responsibility and public relations 11.4 Difference between corporate social responsibility and public relations |
| ctrlnum | (ZDB-30-PQE)EBC6965387 (ZDB-30-PAD)EBC6965387 (ZDB-89-EBL)EBL6965387 (OCoLC)1335398256 (DE-599)BVBBV048324198 |
| edition | 3rd ed |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>11248nmm a2200457 c 4500</leader><controlfield tag="001">BV048324198</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">220712s2022 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781485132189</subfield><subfield code="q">(electronic bk.)</subfield><subfield code="9">9781485132189</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-30-PQE)EBC6965387</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-30-PAD)EBC6965387</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-89-EBL)EBL6965387</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1335398256</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV048324198</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-2070s</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Fourie, L.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Public Relations</subfield><subfield code="b">Theory and Practice</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">3rd ed</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Cape Town</subfield><subfield code="b">Juta & Company, Limited</subfield><subfield code="c">2022</subfield></datafield><datafield tag="264" ind1=" " ind2="4"><subfield code="c">©2022</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (295 Seiten)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Cover -- Title page -- Imprint page -- Contents -- Preface -- About the authors -- Chapter 1: Placing public relations in perspective -- Chapter outcomes -- 1.1 Introduction -- 1.2 Public relations defined -- 1.2.1 Publics and stakeholders -- 1.2.2 The role of public relations in the organisation -- 1.2.3 Objectives of public relations -- 1.3 The evolution of public relations -- 1.4 Marketing and public relations -- 1.5 The functions and characteristics of public relations -- 1.6 Types of public relations -- 1.7 The public relations process -- 1.8 The tools and techniques of public relations -- 1.9 The place of public relations in the organisation -- 1.10 Professional associations in public relations -- 1.11 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 2: Public relations, marketing, advertising and branding -- Chapter outcomes -- 2.1 Introduction -- 2.2 Marketing and public relations -- 2.2.1 Marketing defined -- 2.2.2 The differences between public relations and marketing -- 2.2.3 Digital public relations and digital marketing -- 2.3 Advertising and public relations -- 2.3.1 Advertising defined -- 2.3.2 The differences between public relations and advertising -- 2.4 Branding and public relations -- 2.4.1 Branding defined -- 2.4.2 The difference between branding and public relations -- 2.5 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 3: The public relations planning process -- Chapter outcomes -- 3.1 Introduction -- 3.2 Definition of public relations -- 3.3 History of public relations -- 3.4 Components of the public relations function -- 3.5 Introducing marketing communications and public relations -- 3.6 The need for a marketing communication mix -- 3.7 Public relations and publicity -- 3.8 The public relations planning process -- 3.8.1 Steps in the public relations planning process</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Step 1: Determine your public relations objectives -- Step 2: Know your target audience -- Step 3: Plan your communication methods according to target markets -- Step 4: Develop the key message for each target market -- Step 5: Plan your key tactics for every strategy -- Step 6: Determine your timespan per strategy -- Step 7: Create a budget for your strategy -- Step 8: Inform yourself via regular evaluation of strategy progress -- 3.9 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 4: Public relations and the importance and relevance of relationships -- Chapter outcomes -- 4.1 Introduction -- 4.2 The meaning and importance of relationships in public relations -- 4.3 The characteristics of effective relationships -- 4.4 The benefits of effective relationships -- 4.5 The various stakeholders in public relations -- 4.6 Actions when building relationships with the various stakeholders in public relations -- 4.7 Stages in the development of stakeholder relationships -- Stage 1: Stakeholder engagement -- Stage 2: Stakeholder satisfaction -- Stage 3: Stakeholder retention -- 4.8 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 5: Research in public relations -- Chapter outcomes -- 5.1 Introduction -- 5.2 Research and public relations -- 5.3 Public relations research process -- Step 1: Identify and formulate the problem or opportunity -- Step 2: Determine the research objectives -- Step 3: Develop a research design -- Step 4: Conduct secondary research -- Step 5: Select a primary research method -- Step 6: Determine the research frame -- Step 7: Gather the data -- Step 8: Process the data -- Step 9: Report the research findings -- 5.4 Best practices in public relations research -- 5.4.1 Research methods and procedures -- 5.4.1.1 Clear and well-defined research objectives -- 5.4.1.2 Rigorous research design</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">5.4.1.3 Detailed supporting documentation -- 5.4.2 Quality and substance of research findings -- 5.5 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 6: Public relations and the media -- Chapter outcomes -- 6.1 Introduction -- 6.2 Media in South Africa -- 6.2.1 South African Audience Research Foundation -- 6.2.2 Independent Communications Authority of South Africa -- 6.2.3 Audit Bureau of Circulations -- 6.2.4 South African Broadcasting Corporation -- 6.2.5 Broadcasting Complaints Commission of South Africa -- 6.3 Controlled and uncontrolled media -- 6.3.1 Social media: controlled or uncontrolled? -- 6.4 Different types of mass media for public relations -- 6.4.1 Broadcast media -- 6.4.1.1 Radio -- 6.4.1.2 Television -- 6.4.2 Print media -- 6.4.2.1 Newspapers -- 6.4.2.2 Magazines -- 6.4.3 Support media -- 6.4.3.1 Outdoor advertising -- 6.4.3.2 Transit advertising -- 6.4.3.3 In-store media -- 6.4.3.4 Directory advertising -- 6.4.3.5 Oramedia -- 6.5 Media planning -- 6.5.1 The media planning process -- 6.5.1.1 The media brief -- 6.5.1.2 The media objectives -- 6.5.1.3 The media strategy -- 6.5.1.4 The media plan -- 6.6 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 7: Online public relations -- Chapter outcomes -- 7.1 Introduction -- 7.2 What online public relations is -- 7.3 Benefits of online public relations -- 7.4 Different forms of media -- 7.5 Online media tools for public relations -- 7.5.1 Websites -- 7.5.2 Online media rooms -- 7.5.3 Search engine optimisation -- 7.5.4 Real Simple Syndication -- 7.5.5 Online press releases -- 7.5.6 Email -- 7.5.7 Instant messaging services -- 7.5.8 Video conferencing applications -- 7.5.9 E-newsletters -- 7.5.10 Online influencers -- 7.5.11 Social media -- 7.5.11.1 Social networks -- 7.5.11.2 Media sharing -- 7.5.11.3 Blogs -- 7.5.11.4 Microblogs -- 7.5.11.5 Discussion forums</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">7.6 Social media monitoring -- 7.7 Artificial intelligence -- 7.8 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 8: Public relations communication tools -- Chapter outcomes -- 8.1 Introduction -- 8.2 Sponsorships -- 8.2.1 Introduction -- 8.2.2 The role of the public relations practitioner in sponsorships -- 8.2.3 Types of sponsorships -- 8.2.4 Difference between donations and sponsorships -- 8.2.5 Reasons why organisations engage in sponsorships from a public relations perspective -- 8.2.6 Seven steps the public relations practitioner has to follow when planning sponsorships -- 8.2.7 Benefit of sponsorships -- 8.3 Promotions as a public relations tool -- 8.3.1 Introduction -- 8.3.2 Examples of promotions -- 8.3.3 Role of public relations in promotions -- 8.4 Special events as a public relations tool -- 8.4.1 Introduction -- 8.4.2 Type of special events and the role of public relations -- 8.5 Advertising and corporate advertising -- 8.5.1 Introduction -- 8.5.2 Role of public relations in corporate advertising -- 8.5.3 Role of public relations in advertising -- 8.5.4 Types of advertising -- 8.5.5 Conclusion -- 8.6 Media relations -- 8.6.1 Introduction -- 8.6.2 What is newsworthy? -- 8.6.3 The social media environment and the role of public relations -- 8.6.4 Role of public relations in media relations -- 8.7 Publicity -- 8.7.1 Introduction -- 8.7.2 Differences between advertising and publicity and the role of public relations -- 8.7.3 Types of opportunities to generate publicity -- 8.7.4 The role of brand ambassadors and public relations -- 8.7.5 Role of public relations in achieving publicity -- 8.8 Development and maintenance of an organisation wide events calendar -- Self-assessment questions -- Chapter 9: Reputation management -- Chapter outcomes -- 9.1 Introduction -- 9.2 Corporate identity, corporate image and reputation</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">9.2.1 Corporate identity -- 9.2.2 Corporate image -- 9.2.3 Corporate reputation -- 9.3 Advantages of a strong reputation -- 9.4 Factors influencing corporate reputation -- 9.4.1 What about a new organisation? -- 9.5 Visual identity -- 9.5.1 Elements of visual identity -- 9.5.2 Corporate visual identity elements -- 9.5.2.1 Company name -- 9.5.2.2 Logos and symbols -- 9.5.2.3 Colour -- 9.5.2.4 Typeface -- 9.5.2.5 Other elements -- 9.6 The outlook for the future -- 9.7 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 10: Public relations campaigns -- Chapter outcomes -- 10.1 Introduction -- 10.2 Defining campaigns -- 10.2.1 Communication campaigns defined -- 10.2.2 Public relations campaigns defined -- 10.3 Objectives of public relations campaigns -- 10.4 Classification of the types of public relations campaigns -- 10.5 The development of public relations campaigns -- 10.5.1 Defining campaign identity -- 10.5.2 Establishing legitimacy -- 10.5.3 Increasing participation -- 10.5.4 Attaining penetration -- 10.5.5 Becoming institutionalised -- 10.6 The Public Relations Institute of South Africa (PRISA) model -- 10.6.1 Analyse the situation -- 10.6.2 Determine the objectives -- 10.6.3 Identify the target audience -- 10.6.4 Formulate the message -- 10.6.5 Plan and implement action -- 10.6.6 Set the budgets -- 10.6.7 Evaluation -- 10.7 The interactive model of campaign planning -- 10.7.1 Research -- 10.7.2 Objectives -- 10.7.3 Programming -- 10.7.4 Evaluation -- 10.8 Ensuring public relations campaign success -- 10.9 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 11: Corporate social responsibility in public relations -- Chapter outcomes -- 11.1 Introduction -- 11.2 Defining corporate social responsibility -- 11.3 Corporate social responsibility and public relations</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">11.4 Difference between corporate social responsibility and public relations</subfield></datafield><datafield tag="520" ind1="3" ind2=" "><subfield code="a">Public Relations: Theory & Practice, 3rd edition, provides a new perspective on the world of PR; its role, its place and the ethical dilemmas associated with PR in general. Today, the use of technology, and more specifically social media, is leading to more and more crises in business. One only has to look at the newspapers to see how Facebook, Twitter and ordinary SMSes have got people into trouble on a range of issues. These individuals include CEOs of companies as well as ordinary workers</subfield></datafield><datafield tag="653" ind1=" " ind2="6"><subfield code="a">Electronic books</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Cant, M. C.</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="a">Fourie, L.</subfield><subfield code="t">Public Relations</subfield><subfield code="d">Cape Town : Juta & Company, Limited,c2022</subfield><subfield code="z">9781485132172</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-PQE</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-033703494</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=6965387</subfield><subfield code="l">HWR01</subfield><subfield code="p">ZDB-30-PQE</subfield><subfield code="q">HWR_PDA_PQE</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV048324198 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T20:12:43Z |
| indexdate | 2024-07-10T09:35:17Z |
| institution | BVB |
| isbn | 9781485132189 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033703494 |
| oclc_num | 1335398256 |
| open_access_boolean | |
| owner | DE-2070s |
| owner_facet | DE-2070s |
| physical | 1 Online-Ressource (295 Seiten) |
| psigel | ZDB-30-PQE ZDB-30-PQE HWR_PDA_PQE |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
| publisher | Juta & Company, Limited |
| record_format | marc |
| spelling | Fourie, L. Verfasser aut Public Relations Theory and Practice 3rd ed Cape Town Juta & Company, Limited 2022 ©2022 1 Online-Ressource (295 Seiten) txt rdacontent c rdamedia cr rdacarrier Cover -- Title page -- Imprint page -- Contents -- Preface -- About the authors -- Chapter 1: Placing public relations in perspective -- Chapter outcomes -- 1.1 Introduction -- 1.2 Public relations defined -- 1.2.1 Publics and stakeholders -- 1.2.2 The role of public relations in the organisation -- 1.2.3 Objectives of public relations -- 1.3 The evolution of public relations -- 1.4 Marketing and public relations -- 1.5 The functions and characteristics of public relations -- 1.6 Types of public relations -- 1.7 The public relations process -- 1.8 The tools and techniques of public relations -- 1.9 The place of public relations in the organisation -- 1.10 Professional associations in public relations -- 1.11 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 2: Public relations, marketing, advertising and branding -- Chapter outcomes -- 2.1 Introduction -- 2.2 Marketing and public relations -- 2.2.1 Marketing defined -- 2.2.2 The differences between public relations and marketing -- 2.2.3 Digital public relations and digital marketing -- 2.3 Advertising and public relations -- 2.3.1 Advertising defined -- 2.3.2 The differences between public relations and advertising -- 2.4 Branding and public relations -- 2.4.1 Branding defined -- 2.4.2 The difference between branding and public relations -- 2.5 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 3: The public relations planning process -- Chapter outcomes -- 3.1 Introduction -- 3.2 Definition of public relations -- 3.3 History of public relations -- 3.4 Components of the public relations function -- 3.5 Introducing marketing communications and public relations -- 3.6 The need for a marketing communication mix -- 3.7 Public relations and publicity -- 3.8 The public relations planning process -- 3.8.1 Steps in the public relations planning process Step 1: Determine your public relations objectives -- Step 2: Know your target audience -- Step 3: Plan your communication methods according to target markets -- Step 4: Develop the key message for each target market -- Step 5: Plan your key tactics for every strategy -- Step 6: Determine your timespan per strategy -- Step 7: Create a budget for your strategy -- Step 8: Inform yourself via regular evaluation of strategy progress -- 3.9 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 4: Public relations and the importance and relevance of relationships -- Chapter outcomes -- 4.1 Introduction -- 4.2 The meaning and importance of relationships in public relations -- 4.3 The characteristics of effective relationships -- 4.4 The benefits of effective relationships -- 4.5 The various stakeholders in public relations -- 4.6 Actions when building relationships with the various stakeholders in public relations -- 4.7 Stages in the development of stakeholder relationships -- Stage 1: Stakeholder engagement -- Stage 2: Stakeholder satisfaction -- Stage 3: Stakeholder retention -- 4.8 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 5: Research in public relations -- Chapter outcomes -- 5.1 Introduction -- 5.2 Research and public relations -- 5.3 Public relations research process -- Step 1: Identify and formulate the problem or opportunity -- Step 2: Determine the research objectives -- Step 3: Develop a research design -- Step 4: Conduct secondary research -- Step 5: Select a primary research method -- Step 6: Determine the research frame -- Step 7: Gather the data -- Step 8: Process the data -- Step 9: Report the research findings -- 5.4 Best practices in public relations research -- 5.4.1 Research methods and procedures -- 5.4.1.1 Clear and well-defined research objectives -- 5.4.1.2 Rigorous research design 5.4.1.3 Detailed supporting documentation -- 5.4.2 Quality and substance of research findings -- 5.5 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 6: Public relations and the media -- Chapter outcomes -- 6.1 Introduction -- 6.2 Media in South Africa -- 6.2.1 South African Audience Research Foundation -- 6.2.2 Independent Communications Authority of South Africa -- 6.2.3 Audit Bureau of Circulations -- 6.2.4 South African Broadcasting Corporation -- 6.2.5 Broadcasting Complaints Commission of South Africa -- 6.3 Controlled and uncontrolled media -- 6.3.1 Social media: controlled or uncontrolled? -- 6.4 Different types of mass media for public relations -- 6.4.1 Broadcast media -- 6.4.1.1 Radio -- 6.4.1.2 Television -- 6.4.2 Print media -- 6.4.2.1 Newspapers -- 6.4.2.2 Magazines -- 6.4.3 Support media -- 6.4.3.1 Outdoor advertising -- 6.4.3.2 Transit advertising -- 6.4.3.3 In-store media -- 6.4.3.4 Directory advertising -- 6.4.3.5 Oramedia -- 6.5 Media planning -- 6.5.1 The media planning process -- 6.5.1.1 The media brief -- 6.5.1.2 The media objectives -- 6.5.1.3 The media strategy -- 6.5.1.4 The media plan -- 6.6 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 7: Online public relations -- Chapter outcomes -- 7.1 Introduction -- 7.2 What online public relations is -- 7.3 Benefits of online public relations -- 7.4 Different forms of media -- 7.5 Online media tools for public relations -- 7.5.1 Websites -- 7.5.2 Online media rooms -- 7.5.3 Search engine optimisation -- 7.5.4 Real Simple Syndication -- 7.5.5 Online press releases -- 7.5.6 Email -- 7.5.7 Instant messaging services -- 7.5.8 Video conferencing applications -- 7.5.9 E-newsletters -- 7.5.10 Online influencers -- 7.5.11 Social media -- 7.5.11.1 Social networks -- 7.5.11.2 Media sharing -- 7.5.11.3 Blogs -- 7.5.11.4 Microblogs -- 7.5.11.5 Discussion forums 7.6 Social media monitoring -- 7.7 Artificial intelligence -- 7.8 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 8: Public relations communication tools -- Chapter outcomes -- 8.1 Introduction -- 8.2 Sponsorships -- 8.2.1 Introduction -- 8.2.2 The role of the public relations practitioner in sponsorships -- 8.2.3 Types of sponsorships -- 8.2.4 Difference between donations and sponsorships -- 8.2.5 Reasons why organisations engage in sponsorships from a public relations perspective -- 8.2.6 Seven steps the public relations practitioner has to follow when planning sponsorships -- 8.2.7 Benefit of sponsorships -- 8.3 Promotions as a public relations tool -- 8.3.1 Introduction -- 8.3.2 Examples of promotions -- 8.3.3 Role of public relations in promotions -- 8.4 Special events as a public relations tool -- 8.4.1 Introduction -- 8.4.2 Type of special events and the role of public relations -- 8.5 Advertising and corporate advertising -- 8.5.1 Introduction -- 8.5.2 Role of public relations in corporate advertising -- 8.5.3 Role of public relations in advertising -- 8.5.4 Types of advertising -- 8.5.5 Conclusion -- 8.6 Media relations -- 8.6.1 Introduction -- 8.6.2 What is newsworthy? -- 8.6.3 The social media environment and the role of public relations -- 8.6.4 Role of public relations in media relations -- 8.7 Publicity -- 8.7.1 Introduction -- 8.7.2 Differences between advertising and publicity and the role of public relations -- 8.7.3 Types of opportunities to generate publicity -- 8.7.4 The role of brand ambassadors and public relations -- 8.7.5 Role of public relations in achieving publicity -- 8.8 Development and maintenance of an organisation wide events calendar -- Self-assessment questions -- Chapter 9: Reputation management -- Chapter outcomes -- 9.1 Introduction -- 9.2 Corporate identity, corporate image and reputation 9.2.1 Corporate identity -- 9.2.2 Corporate image -- 9.2.3 Corporate reputation -- 9.3 Advantages of a strong reputation -- 9.4 Factors influencing corporate reputation -- 9.4.1 What about a new organisation? -- 9.5 Visual identity -- 9.5.1 Elements of visual identity -- 9.5.2 Corporate visual identity elements -- 9.5.2.1 Company name -- 9.5.2.2 Logos and symbols -- 9.5.2.3 Colour -- 9.5.2.4 Typeface -- 9.5.2.5 Other elements -- 9.6 The outlook for the future -- 9.7 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 10: Public relations campaigns -- Chapter outcomes -- 10.1 Introduction -- 10.2 Defining campaigns -- 10.2.1 Communication campaigns defined -- 10.2.2 Public relations campaigns defined -- 10.3 Objectives of public relations campaigns -- 10.4 Classification of the types of public relations campaigns -- 10.5 The development of public relations campaigns -- 10.5.1 Defining campaign identity -- 10.5.2 Establishing legitimacy -- 10.5.3 Increasing participation -- 10.5.4 Attaining penetration -- 10.5.5 Becoming institutionalised -- 10.6 The Public Relations Institute of South Africa (PRISA) model -- 10.6.1 Analyse the situation -- 10.6.2 Determine the objectives -- 10.6.3 Identify the target audience -- 10.6.4 Formulate the message -- 10.6.5 Plan and implement action -- 10.6.6 Set the budgets -- 10.6.7 Evaluation -- 10.7 The interactive model of campaign planning -- 10.7.1 Research -- 10.7.2 Objectives -- 10.7.3 Programming -- 10.7.4 Evaluation -- 10.8 Ensuring public relations campaign success -- 10.9 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 11: Corporate social responsibility in public relations -- Chapter outcomes -- 11.1 Introduction -- 11.2 Defining corporate social responsibility -- 11.3 Corporate social responsibility and public relations 11.4 Difference between corporate social responsibility and public relations Public Relations: Theory & Practice, 3rd edition, provides a new perspective on the world of PR; its role, its place and the ethical dilemmas associated with PR in general. Today, the use of technology, and more specifically social media, is leading to more and more crises in business. One only has to look at the newspapers to see how Facebook, Twitter and ordinary SMSes have got people into trouble on a range of issues. These individuals include CEOs of companies as well as ordinary workers Electronic books Cant, M. C. Sonstige oth Erscheint auch als Druck-Ausgabe Fourie, L. Public Relations Cape Town : Juta & Company, Limited,c2022 9781485132172 |
| spellingShingle | Fourie, L. Public Relations Theory and Practice Cover -- Title page -- Imprint page -- Contents -- Preface -- About the authors -- Chapter 1: Placing public relations in perspective -- Chapter outcomes -- 1.1 Introduction -- 1.2 Public relations defined -- 1.2.1 Publics and stakeholders -- 1.2.2 The role of public relations in the organisation -- 1.2.3 Objectives of public relations -- 1.3 The evolution of public relations -- 1.4 Marketing and public relations -- 1.5 The functions and characteristics of public relations -- 1.6 Types of public relations -- 1.7 The public relations process -- 1.8 The tools and techniques of public relations -- 1.9 The place of public relations in the organisation -- 1.10 Professional associations in public relations -- 1.11 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 2: Public relations, marketing, advertising and branding -- Chapter outcomes -- 2.1 Introduction -- 2.2 Marketing and public relations -- 2.2.1 Marketing defined -- 2.2.2 The differences between public relations and marketing -- 2.2.3 Digital public relations and digital marketing -- 2.3 Advertising and public relations -- 2.3.1 Advertising defined -- 2.3.2 The differences between public relations and advertising -- 2.4 Branding and public relations -- 2.4.1 Branding defined -- 2.4.2 The difference between branding and public relations -- 2.5 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 3: The public relations planning process -- Chapter outcomes -- 3.1 Introduction -- 3.2 Definition of public relations -- 3.3 History of public relations -- 3.4 Components of the public relations function -- 3.5 Introducing marketing communications and public relations -- 3.6 The need for a marketing communication mix -- 3.7 Public relations and publicity -- 3.8 The public relations planning process -- 3.8.1 Steps in the public relations planning process Step 1: Determine your public relations objectives -- Step 2: Know your target audience -- Step 3: Plan your communication methods according to target markets -- Step 4: Develop the key message for each target market -- Step 5: Plan your key tactics for every strategy -- Step 6: Determine your timespan per strategy -- Step 7: Create a budget for your strategy -- Step 8: Inform yourself via regular evaluation of strategy progress -- 3.9 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 4: Public relations and the importance and relevance of relationships -- Chapter outcomes -- 4.1 Introduction -- 4.2 The meaning and importance of relationships in public relations -- 4.3 The characteristics of effective relationships -- 4.4 The benefits of effective relationships -- 4.5 The various stakeholders in public relations -- 4.6 Actions when building relationships with the various stakeholders in public relations -- 4.7 Stages in the development of stakeholder relationships -- Stage 1: Stakeholder engagement -- Stage 2: Stakeholder satisfaction -- Stage 3: Stakeholder retention -- 4.8 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 5: Research in public relations -- Chapter outcomes -- 5.1 Introduction -- 5.2 Research and public relations -- 5.3 Public relations research process -- Step 1: Identify and formulate the problem or opportunity -- Step 2: Determine the research objectives -- Step 3: Develop a research design -- Step 4: Conduct secondary research -- Step 5: Select a primary research method -- Step 6: Determine the research frame -- Step 7: Gather the data -- Step 8: Process the data -- Step 9: Report the research findings -- 5.4 Best practices in public relations research -- 5.4.1 Research methods and procedures -- 5.4.1.1 Clear and well-defined research objectives -- 5.4.1.2 Rigorous research design 5.4.1.3 Detailed supporting documentation -- 5.4.2 Quality and substance of research findings -- 5.5 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 6: Public relations and the media -- Chapter outcomes -- 6.1 Introduction -- 6.2 Media in South Africa -- 6.2.1 South African Audience Research Foundation -- 6.2.2 Independent Communications Authority of South Africa -- 6.2.3 Audit Bureau of Circulations -- 6.2.4 South African Broadcasting Corporation -- 6.2.5 Broadcasting Complaints Commission of South Africa -- 6.3 Controlled and uncontrolled media -- 6.3.1 Social media: controlled or uncontrolled? -- 6.4 Different types of mass media for public relations -- 6.4.1 Broadcast media -- 6.4.1.1 Radio -- 6.4.1.2 Television -- 6.4.2 Print media -- 6.4.2.1 Newspapers -- 6.4.2.2 Magazines -- 6.4.3 Support media -- 6.4.3.1 Outdoor advertising -- 6.4.3.2 Transit advertising -- 6.4.3.3 In-store media -- 6.4.3.4 Directory advertising -- 6.4.3.5 Oramedia -- 6.5 Media planning -- 6.5.1 The media planning process -- 6.5.1.1 The media brief -- 6.5.1.2 The media objectives -- 6.5.1.3 The media strategy -- 6.5.1.4 The media plan -- 6.6 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 7: Online public relations -- Chapter outcomes -- 7.1 Introduction -- 7.2 What online public relations is -- 7.3 Benefits of online public relations -- 7.4 Different forms of media -- 7.5 Online media tools for public relations -- 7.5.1 Websites -- 7.5.2 Online media rooms -- 7.5.3 Search engine optimisation -- 7.5.4 Real Simple Syndication -- 7.5.5 Online press releases -- 7.5.6 Email -- 7.5.7 Instant messaging services -- 7.5.8 Video conferencing applications -- 7.5.9 E-newsletters -- 7.5.10 Online influencers -- 7.5.11 Social media -- 7.5.11.1 Social networks -- 7.5.11.2 Media sharing -- 7.5.11.3 Blogs -- 7.5.11.4 Microblogs -- 7.5.11.5 Discussion forums 7.6 Social media monitoring -- 7.7 Artificial intelligence -- 7.8 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 8: Public relations communication tools -- Chapter outcomes -- 8.1 Introduction -- 8.2 Sponsorships -- 8.2.1 Introduction -- 8.2.2 The role of the public relations practitioner in sponsorships -- 8.2.3 Types of sponsorships -- 8.2.4 Difference between donations and sponsorships -- 8.2.5 Reasons why organisations engage in sponsorships from a public relations perspective -- 8.2.6 Seven steps the public relations practitioner has to follow when planning sponsorships -- 8.2.7 Benefit of sponsorships -- 8.3 Promotions as a public relations tool -- 8.3.1 Introduction -- 8.3.2 Examples of promotions -- 8.3.3 Role of public relations in promotions -- 8.4 Special events as a public relations tool -- 8.4.1 Introduction -- 8.4.2 Type of special events and the role of public relations -- 8.5 Advertising and corporate advertising -- 8.5.1 Introduction -- 8.5.2 Role of public relations in corporate advertising -- 8.5.3 Role of public relations in advertising -- 8.5.4 Types of advertising -- 8.5.5 Conclusion -- 8.6 Media relations -- 8.6.1 Introduction -- 8.6.2 What is newsworthy? -- 8.6.3 The social media environment and the role of public relations -- 8.6.4 Role of public relations in media relations -- 8.7 Publicity -- 8.7.1 Introduction -- 8.7.2 Differences between advertising and publicity and the role of public relations -- 8.7.3 Types of opportunities to generate publicity -- 8.7.4 The role of brand ambassadors and public relations -- 8.7.5 Role of public relations in achieving publicity -- 8.8 Development and maintenance of an organisation wide events calendar -- Self-assessment questions -- Chapter 9: Reputation management -- Chapter outcomes -- 9.1 Introduction -- 9.2 Corporate identity, corporate image and reputation 9.2.1 Corporate identity -- 9.2.2 Corporate image -- 9.2.3 Corporate reputation -- 9.3 Advantages of a strong reputation -- 9.4 Factors influencing corporate reputation -- 9.4.1 What about a new organisation? -- 9.5 Visual identity -- 9.5.1 Elements of visual identity -- 9.5.2 Corporate visual identity elements -- 9.5.2.1 Company name -- 9.5.2.2 Logos and symbols -- 9.5.2.3 Colour -- 9.5.2.4 Typeface -- 9.5.2.5 Other elements -- 9.6 The outlook for the future -- 9.7 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 10: Public relations campaigns -- Chapter outcomes -- 10.1 Introduction -- 10.2 Defining campaigns -- 10.2.1 Communication campaigns defined -- 10.2.2 Public relations campaigns defined -- 10.3 Objectives of public relations campaigns -- 10.4 Classification of the types of public relations campaigns -- 10.5 The development of public relations campaigns -- 10.5.1 Defining campaign identity -- 10.5.2 Establishing legitimacy -- 10.5.3 Increasing participation -- 10.5.4 Attaining penetration -- 10.5.5 Becoming institutionalised -- 10.6 The Public Relations Institute of South Africa (PRISA) model -- 10.6.1 Analyse the situation -- 10.6.2 Determine the objectives -- 10.6.3 Identify the target audience -- 10.6.4 Formulate the message -- 10.6.5 Plan and implement action -- 10.6.6 Set the budgets -- 10.6.7 Evaluation -- 10.7 The interactive model of campaign planning -- 10.7.1 Research -- 10.7.2 Objectives -- 10.7.3 Programming -- 10.7.4 Evaluation -- 10.8 Ensuring public relations campaign success -- 10.9 Conclusion -- Self-assessment questions -- Endnotes -- Chapter 11: Corporate social responsibility in public relations -- Chapter outcomes -- 11.1 Introduction -- 11.2 Defining corporate social responsibility -- 11.3 Corporate social responsibility and public relations 11.4 Difference between corporate social responsibility and public relations |
| title | Public Relations Theory and Practice |
| title_auth | Public Relations Theory and Practice |
| title_exact_search | Public Relations Theory and Practice |
| title_exact_search_txtP | Public Relations Theory and Practice |
| title_full | Public Relations Theory and Practice |
| title_fullStr | Public Relations Theory and Practice |
| title_full_unstemmed | Public Relations Theory and Practice |
| title_short | Public Relations |
| title_sort | public relations theory and practice |
| title_sub | Theory and Practice |
| work_keys_str_mv | AT fouriel publicrelationstheoryandpractice AT cantmc publicrelationstheoryandpractice |