Introducing public relations : theory and practice /: theory and practice. ([2011])

• Record Type: Book
• Further Information: Note: Keith Butterick.
• Other Names: Butterick, Keith
• Contents: PART ONE: PUBLIC RELATIONS IN THEORY; Introducing the Theory; Chapter 1: The Origins of Public Relations; Public Relations: One or Many Definitions?; Where PR Comes From and Why History Matters; The Early Years: Ivy Lee and 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; Mass Audience; Target Audience; Publics; The Four Models of Grunig and Hunt; The Press Agentry/Publicity Model; The Public Information Model; The Two-Way Asymmetric Model; The Two-Way Symmetric Model; The Excellence Project; Chapter 2: Marketing, Advertising and Public Relations - Similarities and Differences Explored and Explained; Why Marketing Matters; Market-Led Companies; Product-Led Companies; The Marketing Mix; Social Marketing; New Forms of Marketing; Advertising: Good or Evil?; How is PR Different to Advertising?; Advertising Agents and PR Consultants; Marketing PR; Chapter 3: Reputation Management; What is a Good Reputation?; The Relationship between PR and Reputation; Advocating Reputation Management; Acquiring a Good Reputation; Factors Involved in Developing Good Reputation; Online Reputation Management; Against Reputation Management; A 'Wrong' Industry: How an Industry's Reputation Affects Businesses; Chapter 4: Crisis Management - Public Relations Centre Stage; What Is a Crisis?; The Crisis Communication Plan; The Plan; The Management Team; The Communication Process; The Post-Crisis Evaluation; Handling a Crisis; The 2005 London Bombings; The Buncefield Fire; Issues Management; Chapter 5: Corporate Social Responsibility and Ethics; 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; PART TWO: PUBLIC RELATIONS IN PRACTICE; Chapter 6: Introducing the Practice; Public Relations Practice in the UK; The Business of PR; The People in PR; Recruiting and Keeping Staff; Chapter 7: Public Relations In-House; Who Does What?; The PR Practitioner as Gatekeeper; Comparing In-House and External Consultants; Internal Communications; Organizational Culture: Who Are 'the Company'?; Channels of Communication; Measuring the Effect of Communications; Chapter 8: Public Relations Consultancies; Types of Consultancy; Categories of Consultancy; 'Agency' or 'Consultancy': Does it Matter?; Professionalisation of the Industry; Services Offered by Consultancies; Winning New Business; The Brief; The Pitch; Managing the Account: Who Does What?; Client Satisfaction; Over-Servicing; Charging; Chapter 9: Strategy, Research, Measurement and Evaluation; Structuring a PR Programme; Research; Defining PR Problems and Issues; SWOT and PEST Analyses; Strategy; Measurement and Evaluation; Pseudo-Measurement; Opportunities to See (OTS); Advertising Value Equivalence (AVE); Payment by Results (PBR); Electronic Evaluation; Chapter 10: Putting Effective PR Campaigns into Practice; Tactics: The Building Blocks of PR Campaigns; Journalists and Public Relations: Hacks and Flacks; Media Relations in the PR Campaign; Writing the News Release; Distributing the News Release; Targeting the Right People; Managing the Data; Ensuring Media Coverage; Dealing with the Media; The Features List; Media Training; Press Conferences; Electronic Channels of Communication; Online Media; Blogs: Are They the Future of PR?; Events; Chapter 11: Corporate Communications and Financial PR; What Is Corporate Communications?; The History of Financial PR; Financial PR Consultancies; Financial Calendar Work; Profit Warnings and the Unexpected; Investor Relations; Initial Public Offerings; Financial Audiences; Analysts; The Financial Media; Chapter 12: Government and the Public Sector; Social Marketing; Government Communications; Local Government; Restricting or Helping? Public Sector PR as Gatekeeper; Central Government Communication; Spin; How Political Parties are Changing Political Communication; Political Lobbying; The Origins of Lobbying; Lobbying Companies; Is Lobbying Effective?; Is Lobbying Ethical?; Chapter 13: From Charities to Celebrities - The Variety and Diversity of PR Practice; Charities and Campaigning Organisations; How Charities Campaign<br /> Celebrities; Sport; Sponsorship; Media Relations in Sport; Channels of Communication; Community Relations in Sport; Chapter 14: Where PR (and You) Can Go Next; The Changing PR Landscape; Industry Challenges and Opportunities; Getting Started in PR;
• Publisher Details: Los Angeles : SAGE
• Publication Date: 2011
• Copyright Date: 2011
• Extent: 1 online resource (248 pages), illustrations
• Subjects: 248; Public relations -- Great Britain; Public relations; RELIGION -- Christian Life -- General; Public relations; Great Britain; Electronic books
• Languages: English
• ISBNs: 9781446209561; 1446209563
• Related ISBNs: 9781412921152; 9781412921145
• Notes: Note: Includes bibliographical references and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.