Introducing Public Relations - Butterick, Keith

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Résumé :
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<...

Biographie:
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<...

Sommaire:
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<...