Nelson Higher Education

Higher Education

Introducing Public Relations: Theory and Practice, 1st Edition

  • Keith Butterick
  • ISBN-10: 1412921155
  • ISBN-13: 9781412921152
  • 0 Pages | Paperback
  • COPYRIGHT: 2011 Published
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Overview

About the Product

Introducing Public Relations is your guide to the basics of public relations: where it came from, what it means and what issues the industry faces today. It takes readers from the origins of PR all the way to the newest theoretical debates, explaining along the way the changes and development of the role of the PR practitioner. With interviews and ‘day in the life’ examples from a wide range of professionals in the industry, students will learn what PR practitioners do, what they think, and how the industry really works. Putting the student first, this book: Gives grounded, critical coverage of the history and theory of public relations, so students understand not just the what but the how and why; covers all aspects of public relations in practice, from in-house and consultancies to government, sport, NGO and corporate PR; packs each chapter packed with case studies, anecdotes from the field, and career advice from expert PR professionals; and helps easy revision with exercises, summaries, and checklists. Highly accessible and engaging, there is no better headstart to understanding what PR is all about. It is the perfect text for any students encountering public relations theory and practice for the first time.

Table of Contents

PART ONE: PUBLIC RELATIONS IN THEORY
Introducing the Theory
Public Relations in Theory
The Origins of Public Relations
Introduction
Public Relations: One or Many Definitions?
Where PR Comes From and Why History Matters
The Early Years: Ivy Lee and Edward Bernays
Ivy Lee
Box: Extracts from Ivy Lee's 'Declaration of Principles'
Edward Bernays
International Growth
The History of PR in the UK
Theory: Why Some Campaigns Work and Some Don't
Communication Theory
Laswell's Communication Model
Linear Model
Two-Step Communication Model
PR Theory
Mass Audience
Target Audience
Publics
The Four Models of Grunig and Hunt
The Press Agentry/Publicity Model
Box: Propaganda, Publicity and Public Relations
The Public Information Model
The Two-Way Asymmetric Model
The Two-Way Symmetric Model
The Excellence Project
Summary
Marketing, Advertising and Public Relations: Similarities and Differences Explored and Explained
Introduction
Why Marketing Matters
Market-Led Companies
Product-Led Companies
Box: Advertising and the Rebirth of Marks and Spencer
The Marketing Mix
Social Marketing
New Forms of Marketing
Box: Cadbury's Drumming Gorilla
Advertising: Good or Evil?
How is PR Different to Advertising?
Advertising Agents and PR Consultants
Marketing PR
Summary
Reputation Management
Introduction
What is a Good Reputation?
Box: Reputation and Finance
Box: British Airways and the Reputation Nightmare
The Relationship between PR and Reputation
Box: Cadbury and the Disclosure Problem
Advocating Reputation Management
Acquiring a Good Reputation
Box: Measures of Corporate Reputation
Box: Shell and the Attempt to Change a Reputation
Factors Involved in Developing Good Reputation
Online Reputation Management
Against Reputation Management
Box: What Can PR Affect?
A 'Wrong' Industry: How an Industry's Reputation Affects Businesses
Summary
Crisis Management: Public Relations Centre Stage
Introduction
What Is a Crisis?
The Crisis Communication Plan
The Plan
The Management Team
The Communication Process
Box: Crisis Rules
The Post-Crisis Evaluation
Box: New Technology and Controlling the News Agenda
Handling a Crisis
The 2005 London Bombings
The Buncefield Fire
Case Study: The Reputation Management Account Director
Diary: The Reputation Management Account Director
Issues Management
Summary
Corporate Social Responsibility and Ethics
Introduction
Front Organisations
Why Ethics is Becoming More Important to PR
Advocacy and the Adviser-Client Relationship
Does PR Corrupt the Media?
The Ethics of Individuals
Codes and Conducts
The Ethics of Businesses
Four Traditions
Moral Evaluations
Ethics and the Multinational Company
Business is Business: Is CSR Welcome at All?
Business is Business: Is it Worth the Hype?
Social Corporate Responsibility
Environmental Corporate Responsibility
Sustainable Objectives
Is Corporate Social Responsibility Just PR in Disguise?
Delivering CSR
Summary
PART TWO: PUBLIC RELATIONS IN PRACTICE
Introducing the Practice
Introduction
Public Relations Practice in the UK
The Business of PR
The People in PR
Recruiting and Keeping Staff
Summary
Public Relations In-House
Who Does What?
Box: Strategic Adviser or PR Manager
The PR Practitioner as Gatekeeper
Box: Views on the Job
Comparing In-House and External Consultants
Internal Communications
Box: Getting the Structure Right
Organizational Culture: Who Are '