Cover -- Exploring Public Relations -- Brief Contents -- Contents -- Guided tour -- About the authors -- Foreword -- Preface -- Publisher's acknowledgements -- Part 1 The context of public relations -- Public relations origins: definitions and history -- Introduction -- Public relations definitions -- Public opinion: justifying public relations -- Business, politics and public relations: country case studies -- Summary -- Bibliography -- Management and organisation of public relations -- Introduction -- Importance of context -- External environment -- Internal environment -- Systems theory -- Location of public relations in organisations -- Future of the public relations department -- Summary -- Bibliography -- Role of the public relations practitioner -- 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 -- Education and research -- Summary -- Bibliography -- Media context of contemporary public relations and journalism -- Introduction -- Contemporary media context: the UK media industry -- Theories of media -- Regulating the media: from public interest to the market -- 'Public interest' -- Issues for public relations arising from the global media environment -- Ethics of journalism and public relations -- Summary -- Bibliography -- Public relations and democracy -- Introduction -- Conditions for representative democracy -- Criticisms of modern democracy -- Elections and voting -- Elections and political parties -- Pressure groups and democracy -- Democracy and multilevel governance -- Public relations and modern democracy -- Summary -- Bibliography -- Websites -- Community and society: corporate social responsibility (CSR).

Introduction -- 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 -- Corporate responsibility and irresponsibility -- Regulatory frameworks -- Ethics and business practice -- Summary -- Bibliography -- Websites -- International context of public relations -- Introduction -- Defining international public relations -- Factors and driving forces behind internationalisation -- International public relations agency networks -- Global or local approaches to international public relations -- Special areas of international public relations -- Public relations for a supranational organisation: the European Union -- Critical voices in international public relations -- Professionalism on a global level: public relations as a global profession -- Summary -- Bibliography -- Part 2 Public relations theories and concepts -- Public relations theories: an overview -- Introduction -- Systems theories: emergence of public relations research -- Extending the systemic view -- Developing theory: alternative approaches -- Feminist views of public relations -- Diversity in public relations -- Summary -- Bibliography -- Public relations as planned communication -- Introduction -- Why planning is important -- Systems context of planning -- Approaches to the planning process -- Analysis -- Setting objectives -- Identifying publics -- Messages or content -- Strategy and tactics -- Timescales and resources -- Evaluation and review -- Summary -- Bibliography -- Public relations research and evaluation -- Introduction -- Context of research in public relations -- Designing research -- Qualitative vs quantitative research -- Research methods.

Designing research instruments -- Research applications -- Evaluation -- Summary -- Bibliography -- Audiences, stakeholders, publics -- Introduction -- The passive audience -- The active audience -- Stakeholders and publics -- New thinking on publics -- Summary -- Bibliography -- Corporate image, reputation and identity -- Introduction -- Organisational public relations -- Organisational image -- Organisational reputation -- Organisational identity -- Personality and culture -- Organisational identity, strategy and process: two models -- Summary -- Bibliography -- Public relations, propaganda and the psychology of persuasion -- Introduction -- Public relations and propaganda -- Public relations and persuasion -- Who says: the question of credibility -- Says what: the nature of the message -- To whom: the audience perspective -- To what effect: forming and changing attitudes and beliefs -- Ethical persuasion: is it possible? -- Summary -- Bibliography -- Websites -- Ethics and professionalism in public relations -- Introduction -- Importance of ethics and professionalism in public relations -- Definitions of ethics and morality -- Ethical theories (traditions) -- Duty to whom? -- Ethical issues in public relations -- Ethical decision-making models and their application -- Summary -- Bibliography -- Appendix 1: Chartered Institute of Public Relations Code of Conduct -- Appendix 2: Global Alliance Ethics Protocol -- Part 3 Public relations specialisms -- Media relations -- Introduction -- Role of media relations -- Defining issue: advertising or public relations? -- Media relations principles -- Negotiated news: media relations in practice -- Media partnerships -- Old media, new media and me media -- Media relations techniques -- Summary -- Bibliography -- Internal communication -- Introduction -- Definition and purpose of internal communication.

Where it all began: the in-house journalist -- Skills to strategy -- Employee perspective: 'just a job'? -- Segmenting internal publics -- Organisations: culture, leadership and strategic change -- Line manager role: listening and interpreting -- Communication channels -- Ethical communication -- Summary -- Bibliography -- Managing community involvement programmes -- Introduction -- Corporate community involvement (CCI) programmes -- Employees and community programmes -- Cause-related marketing (CRM) -- Developing community programmes -- Evaluating community programmes -- Summary -- Bibliography -- Websites -- Issues management -- Introduction -- Issues management: defining the field -- Context of issues management -- Action planning: a framework for managing issues -- Summary -- Bibliography -- Websites -- Crisis public relations management -- Introduction -- Crisis public relations management: the context -- Crisis public relations management vs operational effectiveness -- Where do crises come from? -- Communicating during a crisis -- The Internet and public relations crisis management -- How to prepare for a crisis -- Key principles in crisis management -- Summary -- Bibliography -- Websites -- Public relations and the consumer -- Introduction -- What is consumer public relations? -- Tools and techniques -- The wonderful world of brands -- Key challenges -- Tomorrow's people -- Summary -- Bibliography -- Business-to-business public relations -- Introduction -- Core principles of business-to-business (B2B) public relations -- Trade journals and journalists -- Coordinating the communications disciplines -- Building corporate reputation -- Summary -- Bibliography -- Websites -- Public affairs -- Introduction -- Scope of public affairs -- Public affairs defined -- Contexts of public affairs -- Public affairs: knowledge, skills and behaviour needed.

Ethics and public affairs -- Summary -- Bibliography -- Financial public relations (FPR) -- Introduction -- Overview of financial public relations -- The landscape of the City: who's involved in financial public relations -- Financial PR practice -- Emerging issues and trends -- Summary -- Bibliography -- Websites -- Public relations for information and communications technologies: principles and planning -- Introduction -- Information and communication technology (ICT): background and social impact -- Industry characteristics -- ICT audience characteristics -- Public relations in the ICT industry: a model -- Principles of ICT public relations practice -- Summary -- Bibliography -- Integrated marketing communications -- Introduction -- Definitions of integrated marketing communications (IMC) -- Strategic marketing communications planning -- Branding and integrated marketing communications -- Agency perspectives on integrated marketing communications -- Integrating the marketing communications mix -- Summary -- Bibliography -- Websites -- Sponsorship -- Introduction -- Sponsorship: the context -- Defining sponsorship -- Management of sponsorship -- Features and characteristics of sponsorship -- 'Emotional marketing' and the emerging sponsorship age -- Summary -- Bibliography -- Part 4 Sectoral considerations -- Corporate communication -- Introduction -- Definition of corporate communication and key terms -- Context and principles of corporate communication -- Interface of corporate communication and overall corporate strategy -- How corporate communication influences corporate decision making -- Corporate communication objectives: stakeholders vs shareholders -- Practical application of critical reflection -- Summary -- Bibliography -- Campaigning organisations and pressure groups -- Introduction -- Types of campaigning organisation.

Key issues for public relations practitioners in organisations and campaigning groups.

Exploring Public Relations is the definitive academic text on Public Relations. The first edition, which published in 2006, has sold in its thousands and is now essential reading on courses in PR at undergraduate and postgraduate level. This second edition continues to provide a critical analysis of the subject and a sophisticated blend of theory with real life, and includes many case studies, activity exercises, discussion questions and full colour photographs to illustrate the discussions in the text. There is also updated coverage on globalisation, media relations, and a new chapter on celebrity, to engage students of this exciting subject with the thought processes behind some of the latest PR stunts.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.