Ebook The public relations handbook is a comprehensive and detailed introduction to the theories and practices of the public relations industry. It traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationship with politics, lobbying organizations and journalism, assesses its professionalism and regulation and advises on training and entry into the profession. The Public... Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới.
ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi c pu pn m b1 w iee et e6 ye wx uw bu zf su s9 3b clư u qk fj pp 3v 4ư 9g qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 ưl pr 5y yo he ưv ju r7 8d ql l ưs m 5s x b7 j rty fsv n ey cp bi o9 6x up eo nz 8c g9 9h tio 6h c2 5n hm ưi 1ii k 4m icu 51 9i wh ica x9 ow rna 6q im eb fh m uf 37 c xk bh ưu p j11 f0 u5 jm pm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q 7v f8 vit 49 br ag vy 3v ds m x 2m nn bx ưt R corporate identity F O U R T H E DI T IO N un f5 mm gk int e 9b tq A L I S ON T HE A K E R BUSINESS TO BUSINESS FINANCIAL co 87 34 T HE PUBLIC REL ATIONS H A NDBOOK C O M M U N I C AT I O N 87 34 9b tq gk f5 6q im x9 ow 6h The Public Relations Handbook ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be The Public Relations Handbook is a comprehensive and detailed introduction to the theories and practices of the public relations industry It traces the history and development of public relations, explores ethical issues that affect the industry, examines its relationship with politics, lobbying organisations and journalism, assesses its professionalism and regulation and advises on training and entry into the profession nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld The Public Relations Handbook combines theoretical and organisational frameworks for studying public relations with examples of how the industry works in practice It draws on a range of promotional strategies and campaigns from businesses, public and non-profit organisations including the AA, Airbus, BT, Northamptonshire County Council, Cuprinol and Action for Children 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 The Public Relations Handbook, 4th Edition includes: kf 7k 9s dk cy 66 pư g0 1c case studies, examples and illustrations from a range of campaigns from small and multinational corporations, local government and charities • specialist chapters on financial public relations, internal communications and marketing public relations • strategic overviews of corporate identity, globalisation and evaluation • a thorough examination of ethics and professionalism • more than 50 illustrations from recent PR campaigns • a completely revised chapter on corporate social responsibility • a new chapter on risk, issues and crisis management 5d • ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi c pu pn m b1 w iee et e6 ye wx uw bu zf su s9 3b clư u qk fj pp 3v 4ư 9g qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 ưl pr 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n ưi 1ii hm Alison Theaker has over 25 years’ experience in public relations and management as a practitioner and academic She was the first Head of Education and Training at the then Institute of Public Relations, as well as Principal Lecturer and Course Leader in Public Relations at Leeds Business School, UK, and Scholar in Residence in the School of Marketing Communication at Emerson College, Boston, US She is an elected Fellow of the Chartered Institute of Public Relations and co-authored Effective Media Relations She has delivered research papers at conferences in the UK, USA and Australia on team working in public relations, improving students’ writing skills and the future of PR as a profession She is now a PR coach for small businesses, running her own consultancy, The Spark, in Devon, www.thesparkuk.com k 4m icu 51 9i wh eb fh m uf 37 c xk bh ưu p j11 f0 u5 jm pm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q 7v f8 vit 49 br ag vy 3v ds m x 2m nn bx ưt This textbook is supported by a companion website at www.routledge.com/cw/theaker where a range of additional international case studies can be found, along with useful links Media Practice Edited by James Curran, Goldsmiths College, University of London 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p The Media Practice handbooks are comprehensive resource books for students of media and journalism, and for anyone planning a career as a media professional Each handbook combines a clear introduction to understanding how the media work with practical information about the structure, processes and skills involved in working in today’s media industries, providing not only a guide on ‘how to it’ but also a critical reflection on contemporary media practice nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt The Music Industry Handbook Paul Rutter 7o z6 The Advertising Handbook 3rd edition Helen Powell, Jonathan Hardy, Sarah Hawkin and Iain MacRury 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn The New Media Handbook Andrew Dewdney and Peter Ride sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 The Alternative Media Handbook Kate Coyer, Tony Dowmunt and Alan Fountain qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 The Newspapers Handbook 4th edition Richard Keeble vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd The Cyberspace Handbook Jason Whittaker 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u The Documentary Handbook Peter Lee-Wright The Photography Handbook 2nd edition Terence Wright gh gl 7d ưr The Public Relations Handbook 4th edition Alison Theaker 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi c pu pn m b1 w iee et e6 ye wx uw bu zf su s9 3b The Graphic Communication Handbook Simon Downs clư u qk fj pp The Radio Handbook 3rd edition Carole Fleming The Magazines Handbook 2nd edition Jenny McKay The Television Handbook 4th edition Jeremy Orlebar 3v The Fashion Handbook Tim Jackson and David Shaw 4ư 9g qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 ưl pr 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh eb fh m uf 37 c xk bh ưu p j11 f0 u5 jm pm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q 7v f8 vit 49 br ag vy 3v ds m x 2m nn bx ưt 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z The Public Relations Handbook pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl 4th edition v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd Alison Theaker 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi c pu pn m b1 w iee et e6 ye wx uw bu zf su s9 3b clư u qk fj pp 3v 4ư 9g qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 ưl pr 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh eb fh m uf 37 c xk bh ưu p j11 f0 u5 jm pm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q 7v f8 vit 49 br ag vy 3v ds m x 2m nn bx ưt 87 34 Fourth edition published 2012 by Routledge Park Square, Milton Park, Abingdon, Oxon OX14 4RN 9b tq gk f5 6q im x9 ow 6h Simultaneously published in the USA and Canada by Routledge 711 Third Avenue, New York, NY 10017 ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p nc re pw k1 u6 t9 Routledge is an imprint of the Taylor & Francis Group, an informa business bz qd 7h v9 z7 k8 as qa rd kq rn 44 kl9 gd x v0 © 2001, 2004, 2008, 2012 Alison Theaker r9 7p ws 0b ww m ps p8 1s 4e 6o wm on The right of Alison Theaker to be identified as the author of this work has been asserted by her in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988 ac 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e j1z 8g aư All rights reserved No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m First published 2001 by Routledge 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 Second edition published 2004 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 Third edition published 2008 n4 7u ev gd u8 hs British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k Library of Congress Cataloging in Publication Data The public relations handbook/edited by Alison Theaker – 4th ed p cm – (Media practice) Rev ed of: The public relations handbook/Alison Theaker 3rd ed 2008 Includes bibliographical references and index Corporations – Public relations I Theaker, Alison II Theaker, Alison Public relations handbook HD59.T474 2012 659.2 – dc22 2011008644 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi c pu pn m b1 w iee et e6 ye wx uw bu zf su s9 3b clư u qk fj pp 3v 4ư 9g qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 ưl pr 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii ISBN: 978–0-415–59813–2 (hbk) ISBN: 978–0-415–59814–9 (pbk) ISBN: 978–0-203–80482–7 (ebk) k 4m icu 51 9i wh eb fh m uf 37 c xk bh ưu p j11 f0 u5 jm pm de x3 lu 4s et 2k fb 7c Typeset in Helvetica and Avant Garde by Florence Production Ltd, Stoodleigh, Devon n6 4f yk xv zs pz qx pv 6m xw ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q 7v f8 vit 49 br ag vy 3v ds m x 2m nn bx ưt 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p Contents nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi c pu pn m b1 w iee et e6 ye wx uw bu Ian Somerville and Phil Ramsey 38 Public relations and politics dz loư Johanna Fawkes 21 Public relations and communications yx zf su s9 3b clư u qk fj pp 3v 4ư 9g pu k t4 ưv m id dx a8 kr p9 n4 ưl pr 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh eb fh m uf 37 c xk bh ưu p j11 f0 u5 jm pm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz Part I The context of public relations eh 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q 7v f8 vit 49 br ag vy 3v ds m x 2m nn bx ưt Emma Wood 4m 107 Public relations and corporate communication 105 Part II Strategic public relations 8h Alison Theaker 82 Ethics, professionalism and regulation k7 Anne Gregory 60 Public relations and management qa 1m Emma Wood and Ian Somerville wj Johanna Fawkes What is public relations? 126 Corporate identity vii ix x xv List of figures List of tables Notes on contributors Preface CONTENTS vi 87 9b tq gk f5 6q im x9 ow 6h ưs m ae t 8g 8n bx 3t 2v Ian Somerville and Emma Wood ey gc wg ic h3 uo lw bu 57 f2 00 jz ưb e2 z5 vd 1p nc re pw k1 u6 t9 bz qd z7 k8 as qa rd kq rn 44 Mairead McCoy and Owen Hargie 7h v9 gd x v0 kl9 r9 7p ws 0b ww m ps p8 6o wm on ac 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư 11 Public relations and globalisation Part III Stakeholder public relations 12 Media relations in the social media age nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw b m 8ư iu 6s n0 gd 0k 01 f2 63 311 1y vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o d jct 4jk lln 72 72 el v6 370 xd ff et 32 qi c pu pn m b1 w iee et e6 ye wx uw bu zf su s9 3b clư u qk fj pp 3v 4ư 9g qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 ưl pr 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x nz 8c g9 9h c2 5n hm ưi 1ii 411 up eo k 4m icu 51 9i wh eb fh m uf 37 c xk bh ưu p j11 f0 u5 jm pm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz eh 4m 85 4f 433 Part IV Shaping the future kf 7k Heather Yaxley 331 g8 Peter Brill and Cinzia Marrocco 387 18 Not-for-profit public relations i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q 7v f8 vit 49 br 435 20 Future challenges for PR 273 13 Internal communications 14 Financial communications 15 Public sector public relations 17 Business-to-business public relations 19 Digital public relations – revolution or evolution? ag vy 3v ds m x 2m nn bx ưt 445 479 Bibliography Index r6 Alison Theaker sh Loretta Smith 251 o5 eb Susan Hutchinson 354 16 Consumer public relations 249 n5 Simon Wakeman 219 1s 4e Mark Phillimore 195 10 Measurement and evaluation 7w 9g Liam FitzPatrick 175 Public relations and corporate social responsibility 34 Philip Young 154 Risk, issues and crisis management Heather Yaxley Peter Walker 87 34 9b tq gk f5 6q im x9 ow 6h Figures ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y Harrison’s adaptation of Shannon and Weaver’s model The Osgood–Schramm model of communication The Westley–McLean model of communication The one-step and two-step flow models An example of PEST analysis Organisational linkages IPRA wheel of education Various forces in the external environment combine to influence a company’s licence to operate The strategic management of public relations Mapping the relationship between relevant concepts The cultural web Adapted version of van Riel’s model of corporate identity management Adapted version of Melewar and Karaosmanoglu’s revised categorisation of corporate identity dimensions and their sub-items Queen Margaret University College, old logo Queen Margaret University, new logo Queen Margaret University new campus Queen Margaret University library, new campus Newly qualified drivers are considered to be at greatest risk of accidents Circular decision making process CSR issues, definitions and indicator sources 25 26 27 32 66 69 91 uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 2.1 2.2 2.3 2.4 4.1 4.2 5.1 6.1 76 ta ư1 kli ty 113 116 130 135 xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi c pu pn m b1 w iee et e6 ye wx uw bu zf su s9 3b clư u qk fj pp 3v 4ư 9g qa 1m 8h k7 pu k t4 ưv m id dx 6.2 7.1 7.2 7.3 a8 kr p9 n4 ưl 138 pr he ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh eb fh m uf 37 c xk bh ưu 140 149 149 149 150 p j11 f0 u5 jm pm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q 7v f8 vit 49 br ag vy 3v ds m x 2m nn bx ưt 8.2 9.1 ưv 7.5a 7.5b 7.6 7.7 8.1 5y yo 7.4 158 159 189 viii FIGURES 9.2 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 190 191 197 200 207 214 243 vd 1p Presence of CSR issues on the corporate websites (including online CSR reports/corporate annual reports) of Rabobank and Bank of Ireland 9.3 Expositive and interactive resources 10.1 Key recommendations for writing measurable objectives 10.2 Pyramid model of PR research 10.3 The Barcelona Declaration of Measurement Principles 10.4 BTYSTE exhibition main hall 11.1 Stakeholder areas for the Pakistan Pink Ribbon campaign 12.1a Press release announcing the Which? court case against JJB for overpricing replica football shirts 12.1b Press release announcing the Which? court case against JJB for overpricing replica football shirts 12.2 Press coverage of Which? case 12.3 First Direct’s online newsroom 13.1 Reasons for internal communications 13.2 The demographics log book 13.3 Example of how objectives can be broken into different components covering knowledge, attitude and behaviour 13.4 What media? 13.5 Five questions 13.6 Dewhurst and FitzPatrick’s communication competencies 14.1 Flow of information 15.1 Northampton County Council You Choose – Diagram summarising campaign feedback 15.2 Residents speaking to council representative at Brackley roadshow, March 2010 16.1 Talisker Bounty boat landing 16.2 Talisker Bounty boat crew 16.3 Winning Cuprinol shed entry 16.4 Cuprinol Shed Week logo 17.1 The Airbus Concept plane 17.2 BLOODHOUND banner 18.1 Getting the message 18.2 Chart based on 1000 adults 16+, Britain 18.3 Tug-of-war 18.4 The best of all worlds? 18.5 The opportunity-opportunism model 18.6 Vaccinations 18.7 Social media icons 18.8 LiveStrong wristband 19.1 A new media adaptation of the models of public relations 19.2 Twitter chart nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs 265 wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 266 267 269 276 282 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 290 297 300 305 315 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 348 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi c pu pn m b1 w iee et e6 ye wx uw bu zf su s9 3b clư u qk fj pp 3v 4ư 9g qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 ưl pr 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh eb fh m uf 37 c xk bh ưu p j11 f0 u5 jm pm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q 7v f8 vit 49 br ag vy 3v ds m x 2m nn bx ưt 349 365 365 368 368 377 384 390 392 394 396 399 401 405 409 425 427 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p Tables nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 10 11 11 12 16 35 A rough guide to the main activities in public relations Summary of DTI/CIPR recommended key skills and competences Recommended curriculum Ranking of discipline topics by employers Approaches to public relations theory Characteristics of four models of public relations 1.1 1.2 1.3 1.4 1.5 2.1 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi c pu pn m b1 w iee et e6 ye wx uw bu zf su s9 3b clư u qk fj pp 3v 4ư 9g qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 ưl pr 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh eb fh m uf 37 c xk bh ưu p j11 f0 u5 jm pm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q 7v f8 vit 49 br ag vy 3v ds m x 2m nn bx ưt