Exploring Public Relations

• Autore: Tench Ralph
• Pubblicazione: [Place of publication not identified], : Pearson Education Limited, 2013
• Edizione: 3rd ed.
• Descrizione fisica: 1 online resource (601 pages)
• Disciplina: 659.2
• Persona (resp. second.): YeomansLiz
• Note generali: Bibliographic Level Mode of Issuance: Monograph
• Nota di contenuto: Cover -- Contents -- Guided tour of book -- About the authors -- Foreword -- Preface -- Publisher's acknowledgements -- PART 1 The context of public relations -- 1 Public relations origins: definitions and history -- Introduction -- Public relations definitions -- Public opinion: justifying public relations -- Business, politics, society and public relations: country case studies -- Summary -- Bibliography -- 2 Media context of contemporary public relations and journalism in the UK -- Introduction -- The media landscape in the UK -- Media outlook -- A 'free' press -- The public sphere -- Summary -- Bibliography -- 3 Public relations and democracy -- 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 -- 4 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 -- 5 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 -- 6 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 -- PART 2 Public relations theories and concepts -- 7 Public relations theories: an overview -- Introduction -- Systems theory of public relations and related approaches -- Internationalising systems theory -- Shortcomings of systems theory -- Postmodernism and PR -- Rhetorical theory and PR -- Feminist analyses of PR -- Diversity and 'race' in PR -- Critical approaches to PR -- Socio-cultural approaches to PR -- Summary -- Bibliography -- 8 Strategic public relations planning and management -- Introduction -- The importance of context -- External environment -- Internal environment -- Strategic public relations programmes and campaigns -- Systems context of planning -- A planning template -- Summary -- Bibliography -- 9 Public relations programme research and evaluation -- 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 -- 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 -- 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 -- Summary -- Bibliography -- 12 Public relations' professionalismand ethics -- Introduction -- Defining professions -- Is PR a profession? -- Professional ethics: an overview -- The ethics of codes -- Approaches to public relations ethics -- The practitioner perspective -- Summary -- Bibliography -- PART 3 Public relations specialisms -- 13 Media relations -- Introduction -- Media relations or public relations? -- Media publicity and media relations -- Origins and history -- Media and political perspectives -- Practical media relations -- Theories for media relations -- Digital public relations: beyond media relations -- Summary -- Bibliography -- 14 Internal communication -- Introduction -- Definition and purpose of internal communication -- Changes in the external environment affecting an organisation's internal communication -- The changing employee/employer relationship -- Communication roles of leaders and managers -- Organisational culture and values statements -- Developing an internal communication strategy -- Summary -- Bibliography -- 15 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 -- 16 Issue management -- Introduction -- Birth of the discipline -- What's an issue, and why is it important? -- The rise of issue management -- Tools and processes -- Developing an issue strategy -- Evolution of issue management -- Summary -- Bibliography -- 17 Crisis public relations management -- Introduction. ; Crisis public relations management: the context -- 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 -- Why is consumer public relations important? -- What does it involve? -- Tools and techniques -- An expanded strategic role -- Issues that afflict practice -- Summary -- Bibliography -- 19 Business-to-business public relations -- Introduction -- Core principles of business-to-business(B2B) public relations -- Business or trade media and journalists -- B2B social media -- Coordinating the communications disciplines -- Building corporate reputation -- Summary -- Bibliography -- 20 Public affairs -- Introduction: why 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 -- 21 Public relations in the world of finance -- Introduction -- Public relations for global financial centres: the context -- Public relations in wholesale financial markets -- Public relations in retail financial markets -- Media in financial centres -- The global financial crisis -- Summary -- Bibliography -- 22 Integrated marketing communications -- Introduction -- Definitions of integrated marketing communications (IMC) -- The marketing communications toolbox -- Segmentation, targeting and positioning (STP) -- Branding and integrated marketing communications -- Agency perspectives -- Planning for integration of the marketing communications mix -- Summary -- Bibliography -- 23 Sponsorship -- Introduction -- Sponsorship: an overview (facts and figures). ; Definitions of sponsorship -- Why is it so popular and how does sponsorship work? -- Developing a sponsorship strategy -- Activation strategies: six in-depth case studies -- The role of PR -- Measuring success (evaluation and control) -- Summary -- Bibliography -- PART 4 Sectoral considerations -- 24 Corporate communication -- Introduction -- Defining the term 'corporate communication' -- The purpose of corporate communication (or frameworks for practice) -- Corporate communication in practice -- The organisational context: how corporate communication fits into organisational structures -- Summary -- Bibliography -- 25 Non-government organisations and pressure groups -- Introduction -- What is an NGO? -- Fishes and ponds: the international development context -- What has changed for communicators in NGOs? -- Common communication issues facing NGOs -- Relationships with donors -- Donors and communication in small NGOs -- PR and its link to fundraising -- The power of the website -- Advocacy and campaigning -- Getting donations -- Brand, reputation and identity -- NGOs as corporations and superbrands -- Summary -- Bibliography -- 26 Strategic communication and social marketing in healthcare organisations -- Introduction -- Communication as a core systems asset -- Confronting 'wickedness' in health -- Social marketing: the battle between good and evil -- Internal challenges and communication -- Summary -- Bibliography -- 27 Arts, leisure and entertainmentmarketing and communications -- Introduction -- A very brief overview of definitions of 'the arts' -- Some key concepts and themes: audience development -- Role of public relations in the creative industries -- Trends and directions -- Summary -- Bibliography -- 28 Celebrity culture and public relations -- Introduction -- Growth of celebrity culture -- Celebrities classified -- The personality market. ; Celebrity production: the publicists.
• Sommario/riassunto: Exploring Public Relations is the definitive academic text on Public Relations. Now in its third edition, the book is essential reading on courses in PR at undergraduate and postgraduate level. It 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 new coverage of the impact of Web 2.0 technologies on PR as well as updated case studies and examples throughout the book to engage students of this exciting subject.
• Titolo autorizzato: Exploring Public Relations
• ISBN: 0-273-75781-4
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910150211403321
• Lo trovi qui: Univ. Federico II