Exploring Public Relations and Management Communication

✍ Scribed by Ralph Tench, Stephen Waddington

• Publisher: Pearson Education
• Year: 2020
• Tongue: English
• Leaves: 674
• Edition: 5
• Category: Library

✦ Synopsis

Develop a clear understanding of the concepts and best practices in public relations 

Exploring Public Relations and Management Communication, 5th Edition, by Tench and Waddington is the definitive text on public relations. Blending theory with real-life applications. this book offers critical analysis with updated case studies, exercises and discussion questions that provide you with a holistic subject understanding. It also engages you with the thought processes behind some of the latest PR campaigns. This fundamental yet very practical text recognises the strategic importance of public relations to organisations, growing conversation about professionalism in practice and professional ethics. A comprehensive coverage of the COVID-19 pandemic helps you understand the implications of this global crisis on public relations and strategic communication. 

"A great overall introduction to the key theoretical models, history and different practice areas around PR and related marketing disciplines. I recommend it as the one essential buy book for all our undergraduates."  Carmel O’Toole, Senior Lecturer and Public Relations courses leader, Sheffield Hallam University

"The book encourages critical reflection in the reader posing interesting questions to analyse. It works equally well for students who are new to the discipline and more experienced professionals. In short, it is the perfect accompaniment to a contemporary course in public relations." Izzy Crawford, Academic Strategic Lead, Robert Gordon University

Pearson, the world’s learning company.

✦ Table of Contents

Front Cover
Half Title
Title Page
Copyright Page
Brief Contents
Contents
About the authors
Foreword
Preface
Part 1 The context of public relations
1 Public relations origins: definitions and history
Introduction
Proto-public relations: the antecedents of modern public relations
The expansion of public relations in the twentieth century
The worldwide development of public relations since the mid-twentieth century: the springboards and restraints that shaped it
How public relations grew
Summary
Bibliography
2 Working with the media
Introduction
Media environments
Exchange theories: the information subsidy
Agenda setting and framing
Power shift towards public relations practitioners
Mediatisation
Summary
Bibliography
3 Social media for public relations
Introduction
Defining social media
Core theories that are utilised in social media and PR
Emerging theories and perspectives
Traditional viewpoints on PR for social media
Opportunities for public relations professionals
Challenges for public relations professionals to note
Best practices and future considerations
Summary
Bibliography
4 Public relations, politics and democracy
Introduction
Politics, democracy and communication
Communication strategies in the political realm
The contribution of public relations to democracy
Democratic concerns
Reflexivity and social change
Consensus and conflict
Summary
Recommended reading
Bibliography
Websites
5 Community and society: corporate social responsibility (CSR)
Introduction
Businesses are integral to our society(ies)
Social and economic change
Sustainable business: corporate social responsibility (CSR)
Business case for corporate social responsibility: why be socially responsible?
Organisational responsibilities to stakeholders
Organisational responsibilities to society
Regulatory frameworks
Ethics and business practice
Summary
Bibliography
Websites
6 Intercultural and multicultural context of public relations
Introduction
The context of culture
Public relations and culture
Between universalism and relativism
Global principles and specific applications
Social media and activists in the global village
How to prepare for international and global public relations
Key principles in intercultural and multicultural public relations
Public diplomacy
Summary
Bibliography
Websites
7 Role of the public relations practitioner
Introduction
Who are the public relations practitioners?
Who does what: the bigger picture?
Role of the communicator
Trust in communications
Trust in organisational advocates: external experts and leaders are top
Artificial Intelligence: high impact expected, but challenges and risks identified
Content creation and distribution: shared media and internal sources preferred
The PR practitioner as communicator
What public relations people do: individual practitioners
Skills for the ideal practitioner
Role of theory in practice
Professionalism
Education and research
Summary
Bibliography
Part 2 Public relations theories and concepts
8 Public relations theories: communication, relationships and persuasion
Introduction
Communication theories in public relations
Relationships theories of public relations
Elaboration Likelihood Model
Theory of Planned Behaviour
Stages of Change Model
Nudge Theory
Inoculation theory
Cognitive Dissonance Theory
Summary
Bibliography
9 Strategic public relations planning and management
Introduction
The importance of context
External environment
Internal environment
Implications of context
Strategic public relations programmes and campaigns
Why planning is important
Systems and alternative approaches to planning
Summary
Bibliography
10 Measurement and evaluation for effectiveness and impact
Why measure and evaluate?
Getting started with some definitions
Three types of evaluation: when and why?
Foundational theories of measurement and evaluation
Applying measurement and evaluation in communication
Reporting measurement and evaluation
Summary
Bibliography
11 Disinformation, fake news and social reality
Introduction
The role of public relations practitioners in the social construction of reality
Contributors to the social construction of reality
Disinformation and 'fake news' - their consequences
Countering disinformation and fake news
Public relations: obligations in countering disinformation and fake news
Staying ahead of developments in use of disinformation
Relevance of the growth of interest in fake news and extensive use of disinformation to public relations practice
Summary
Bibliography
Websites
12 Corporate image, reputation and identity
Introduction
The controversy of image in public relations
Understanding relationships
Reputation management and corporate branding
Measuring corporate image and reputation
A critical point of view
Summary
Bibliography
Websites
13 Public relations' professionalism and ethics
Introduction
Defining professions - public relations and professionalism
Is public relations a profession?
Reframing the profession through a capabilities approach
Professional ethics and public relations
Summary
Bibliography
Part 3 Public relations specialisms
14 Media relations
Introduction
Origins and development of media relations
Media relations as a strategic management function
The purpose of media relations
The media as gatekeeper
Media fragmentation
The rise of the influencer
Fake news: do audiences love being fooled?
Hacks versus flacks? An ongoing battle or an opportunity for excellence?
Shared spaces
Practical media relations
The techniques of media relations
Summary
Bibliography
Websites
15 Internal communication
Introduction
What is internal communication? Perspectives and definitions
What does an internal communication function do?
What matters to employees: motivation in the workplace
Planning internal communication
Outcomes rather than outputs: choosing effective channels
The importance of evidence in internal communication planning and evaluation
Approaches to information gathering
Professionalisation: attributes, competencies and skills in internal communication
Summary
Bibliography
16 Issues management
Introduction
Origins and essence
Models of issues management
Expanding issues management beyond public policy
The big picture for issues management
Summary
Bibliography
17 Crisis public relations management
Introduction
Crisis public relations management: the context
The value of strategic communication
Where do crises come from?
How to prepare for a crisis
Communicating during a crisis
The internet and crisis public relations management
Summary
Bibliography
18 Public relations and the consumer
Introduction
Public relations and marketing
Targeting and tailoring
PR style over substance
Core activities
The media landscape: continuity and change
A shift to owned media
Branded content
Virtual influence
It's going to be a bumpy ride
Land-grab and reinvention
New activities and practices
Summary
Bibliography
19 Business-to-business public relations
Introduction
Core principles of business-to-business public relations
B2B PR as part of the wider marketing mix
B2B media relations
B2B social media
Summary
Bibliography
Websites
20 Public affairs
Introduction: the what and why of public affairs?
Locating the role of public affairs within the organisation
Defining public affairs: a confused professional identity
The scope of public affairs
Lobbying
International perspectives on public affairs and lobbying
Public affairs management
Summary
Bibliography
Websites
21 Integrated marketing communications
Introduction
Defining integrated marketing communications
The planning process
Audiences
Marketing communications tactics
Touch points
Summary
Bibliography
22 Sponsorship
Introduction
Definitions of sponsorship
Effective sponsorship and its impact for contemporary organisations
Strategic planning and management of sponsorship
Sponsorship in our digital reality
The future of sponsorship
Bibliography
Websites
23 Corporate communication
Introduction
Defining corporate communication in theory and practice
The role of corporate communication in society
The role of corporate communication in organisations
Corporate communication and intangible assets
Coordinating all forms of communication
Summary
Bibliography
Part 4 Sectoral considerations
24 Strategic non-profit communication
Introduction
The third sector and non-profit organisations
Strategic non-profit communication in general
Non-profit communication management as a multi-level approach
Marketisation of third sector organisations and its consequences for strategic non-profit communication
Summary
Bibliography
25 Celebrities and influencers
Introduction
What is celebrity?
Celebrity and society
Celebrity, the internet and influencers
Celebrity and influencers in public relations practice
Summary
Bibliography
Websites
26 Health communication
Introduction
The high stakes of health communication require a stakeholder relationship approach
Using persuasion theory to better understand factors affecting the 'healthcare stakeholder'
The crossover between mass campaigns and interpersonal health communication
Two-way symmetrical communication in healthcare
Summary
Bibliography
27 Sports public relations
Introduction
The business of sport
Sports as brands
Sports PR practitioners and the media
Digital sports PR
Promoting participation and fandom
PR and athlete transgressions
Sport social responsibility and ethics
Sport as culture
Summary
Bibliography
28 ashion public relations
Introduction
The fashion industry: management and challenges for working in the fashion industry
Fashion public relations
The role of celebrities in fashion public relations
The role of social media influencers in fashion public relations
The role of bloggers and vloggers in fashion public relations
Summary
Bibliography
29 Public relations and finance
Introduction
PR for global financial centres: changing contexts
Public relations for wholesale financial markets
Public relations for retail financial markets
Media in financial centres
Financial communication and social media
Public relations and the future of finance
Summary
Bibliography
Part 5 What next?
30 Future issues for PR and strategic communication
Introduction
Macro issues facing PR
Challenges facing the work of practitioners
The future of PR practice
Management, automation and AI
Media in pain
Bibliography
Glossary
Index
Publisher's acknowledgements
Back Cover