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(BQ) Part 1 book Exploring public relations has contents: Media context of contemporary public relations and journalism in the UK; public relations and democracy, intercultural and multicultural context of public relations,...and other contents.
www.downloadslide.com Exploring Public Relations Ralph Tench Liz Yeomans Exploring Public Relations is the definitive academic text on public relations Now into its third edition, it continues to offer a critical analysis of the field with a sophisticated blend of theory and real-life application, including many case studies, exercises and discussion questions Beloved by practitioners and students alike, this is the ideal accompaniment to any PR course ‘I have worked with Exploring Public Relations since it was first published It provides a complete in-depth and up-to-date overview of the professional domain of communication practitioners An easy read, with thought-provoking case studies and ample opportunity for reflection and further study, in- and outside the classroom, this book is a real find, for students and lecturers alike Thank you, Ralph Tench and Liz Yeomans.’ Iekje Smit, Programme Director: Master’s in International Communication, Hanze University of Applied Sciences, Groningen, Netherlands ‘The authors draw on a wealth of research and industry experience to provide a practically focused, theoretically based text that’s very accessible for undergraduate and master’s students Students like the book’s readability; I like it for its style and comprehensiveness.’ Christine Daymon PhD, Associate Professor in Communication Management, Murdoch University, Australia ‘This third edition of Exploring Public Relations includes new material and chapters that reinforce its international appeal It also includes contributions from international academics and specialists that make an already fine textbook easier to adopt outside the UK It is refreshingly open minded, not shying away from controversies in or outside the field As such, it has established itself as the preferred public relations and communications textbook if none exist in your own language.’ Third Edition Tench Yeomans Øyvind Ihlen, Professor, dr art, University of Oslo, Norway ‘As a practitioner I have found this book, in its accessible format and with its plain language, a frequent source of inspiration and challenge The smart use of case studies and clear explanations of core communications theory will often help unlock day-to-day working problems It’s an essential addition to the office bookshelf.’ Liam Fitzpatrick, Chief Executive, Agenda Strategies CVR_TENC7771_03_SE_CVR.indd Front cover image: © Getty Images www.pearson-books.com Exploring Public Relations Third Edition Ralph Tench Liz Yeomans Third Edition Exploring Public Relations 06/08/2013 10:29 www.downloadslide.com Exploring Public Relations A01_TENC7818_03_SE_FM.indd i 10/7/13 3:09 PM www.downloadslide.com A01_TENC7818_03_SE_FM.indd ii 10/7/13 3:09 PM www.downloadslide.com Exploring Public Relations Third edition Ralph Tench Professor of Communications Education, Leeds Metropolitan University Liz Yeomans Principal Lecturer, Public Relations and Communications, Leeds Metropolitan University A01_TENC7818_03_SE_FM.indd iii 10/7/13 3:09 PM www.downloadslide.com PEARSON EDUCATION LIMITED Edinburgh Gate Harlow CM20 2JE United Kingdom Tel: +44 (0)1279 623623 Web: www.pearson.com/uk First published 2006 (print) Second edition published 2009 (print) Third edition published 2014 (print and electronic) © Pearson Education Limited 2006, 2009 (print) © Pearson Education Limited 2014 (print and electronic) The rights of Ralph Tench and Liz Yeomans to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988 The print publication is protected by copyright Prior to any prohibited reproduction, storage in a retrieval system, distribution or transmission in any form or by any means, electronic, mechanical, recording or otherwise, permission should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS The ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable copyright law Any unauthorised distribution or use of this text may be a direct infringement of the author’s and the publishers’ rights and those responsible may be liable in law accordingly All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners The screenshots in this book are reprinted by permission of Microsoft Corporation Pearson Education is not responsible for the content of third-party internet sites ISBN: 978-0-273-75777-1 (print) 978-0-273-75781-8 (PDF) 978-0-273-79489-9 (eText) British Library Cataloguing-in-Publication Data A catalogue record for the print edition is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for the print edition is available from the Library of Congress 10 16 15 14 13 12 Print edition typeset in 9.5/12pt Minion Pro by 35 Print edition printed and bound in Great Britain by Butler Tanner & Dennis Ltd Cover image: Getty Images NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION A01_TENC7818_03_SE_FM.indd iv 10/7/13 3:09 PM www.downloadslide.com Brief contents Guided tour of book About the authors Foreword Preface Publisher’s acknowledgements Part The context of public relations xvi xviii xxiii xxv xxvii 1 Public relations origins: definitions and history Media context of contemporary public relations and journalism in the UK 21 Public relations and democracy 34 Community and society: corporate social responsibility (CSR) 46 Intercultural and multicultural context of public relations 70 Role of the public relations practitioner 83 Part Public relations theories and concepts 121 Public relations theories: an overview 123 Strategic public relations planning and management 145 Public relations programme research and evaluation 168 10 Corporate image, reputation and identity 181 11 Public relations, propaganda and the psychology of persuasion 195 12 Public relations’ professionalism and ethics 216 Part Public relations specialisms 233 13 Media relations 235 14 Internal communication 251 15 Managing community involvement programmes 275 16 Issue management 300 17 Crisis public relations management 313 A01_TENC7818_03_SE_FM.indd v 10/7/13 3:09 PM www.downloadslide.com vi BRIEF CONTENTS 18 Public relations and the consumer 329 19 Business-to-business public relations 344 20 Public affairs 360 21 Public relations in the world of finance 381 22 Integrated marketing communications 395 23 Sponsorship 410 Part Sectoral considerations 445 24 Corporate communication 447 25 Non-government organisations and pressure groups 464 26 Strategic communication and social marketing in healthcare organisations 481 27 Arts, leisure and entertainment marketing and communications 493 28 Celebrity culture and public relations 518 29 What next? Future issues for public relations 530 Glossary Index 545 554 A01_TENC7818_03_SE_FM.indd vi 10/7/13 3:09 PM www.downloadslide.com Contents Guided tour of book About the authors Foreword Preface Publisher’s acknowledgements Part The context of public relations Public relations origins: definitions and history Lee Edwards Introduction Public relations definitions Public opinion: justifying public relations Business, politics, society and public relations: country case studies Summary Bibliography Media context of contemporary public relations and journalism in the UK Sean Dodson Introduction The media landscape in the UK Media outlook A ‘free’ press The public sphere Summary Bibliography Public relations and democracy Neil Washbourne Introduction Democracy, media and expertise PR’s relation to democracy since the 1980s PR’s contribution to democracy PR versus democracy PR ethics codes and democracy The problem of (PR’s) expertise for democracy Futures of PR and democracy Bibliography A01_TENC7818_03_SE_FM.indd vii xvi xviii xxiii xxv xxvii 4 18 18 21 22 22 26 27 31 32 32 34 35 35 36 36 37 40 42 42 43 10/7/13 3:09 PM www.downloadslide.com viii CONTENTS Community and society: corporate social responsibility (CSR) Ralph Tench 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 47 47 48 52 54 55 56 58 61 67 67 Intercultural and multicultural context of public relations Dejan Ver6i6 70 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 71 71 72 74 75 76 77 78 79 80 80 Role of the public relations practitioner Ralph Tench and Lucy Laville 83 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 84 84 90 93 97 99 106 107 114 116 117 Part Public relations theories and concepts 46 Public relations theories: an overview Lee Edwards Introduction Systems theory of public relations and related approaches Internationalising systems theory Shortcomings of systems theory Postmodernism and PR A01_TENC7818_03_SE_FM.indd viii 121 123 124 124 130 130 132 10/7/13 3:09 PM www.downloadslide.com CONTENTS Rhetorical theory and PR Feminist analyses of PR Diversity and ‘race’ in PR Critical approaches to PR Socio-cultural approaches to PR Summary Bibliography Strategic public relations planning and management Anne Gregory Introduction The importance of context External environment Internal environment Strategic public relations programmes and campaigns Systems context of planning A planning template Summary Bibliography Public relations programme research and evaluation Paul Noble Introduction Barcelona Principles Valid metrics guidelines Quantification of public relations Objective setting Research Outcome evaluation Output evaluation Content analysis Social media Summary Bibliography 10 Corporate image, reputation and identity Finn Frandsen and Winni Johansen Introduction The controversy of image in public relations Corporate image and reputation Corporate identity Reputation management and corporate branding Measuring corporate image and reputation A critical point of view Summary Bibliography 11 Public relations, propaganda and the psychology of persuasion Johanna Fawkes Introduction Public relations and propaganda Public relations and persuasion A01_TENC7818_03_SE_FM.indd ix ix 132 133 134 136 138 139 139 145 146 146 147 150 151 152 154 167 167 168 169 169 170 170 172 173 174 175 176 178 179 180 181 182 182 183 185 188 190 192 192 193 195 196 196 199 10/7/13 3:09 PM ... ix 13 2 13 3 13 4 13 6 13 8 13 9 13 9 14 5 14 6 14 6 14 7 15 0 15 1 15 2 15 4 16 7 16 7 16 8 16 9 16 9 17 0 17 0 17 2 17 3 17 4 17 5 17 6 17 8 17 9 18 0 18 1 18 2 18 2 18 3 18 5 18 8 19 0 19 2 19 2 19 3 19 5 19 6 19 6 19 9 10 /7 /13 3:09... Internet and crisis public relations management Summary Bibliography 18 19 xi 280 282 287 293 298 298 300 3 01 3 01 3 01 304 305 307 309 311 312 313 314 314 316 317 320 325 326 327 Public relations and... management 14 5 Public relations programme research and evaluation 16 8 10 Corporate image, reputation and identity 18 1 11 Public relations, propaganda and the psychology of persuasion 19 5 12 Public relations