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
The History of PR in the UK
Theory: Why Some Campaigns Work and Some Don't
Laswell's Communication Model
Two-Step Communication Model
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
Chapter 2: Marketing, Advertising and Public Relations - Similarities and Differences Explored and Explained
Advertising: Good or Evil?
How is PR Different to Advertising?
Advertising Agents and PR Consultants
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
The Crisis Communication Plan
The Communication Process
The Post-Crisis Evaluation
Chapter 5: Corporate Social Responsibility and Ethics
Why Ethics is Becoming More Important to PR
Advocacy and the Adviser-Client Relationship
Does PR Corrupt the Media?
The Ethics of Individuals
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
Is Corporate Social Responsibility Just PR in Disguise?
PART TWO: PUBLIC RELATIONS IN PRACTICE
Chapter 6: Introducing the Practice
Public Relations Practice in the UK
Recruiting and Keeping Staff
Chapter 7: Public Relations In-House
The PR Practitioner as Gatekeeper
Comparing In-House and External Consultants
Organizational Culture: Who Are 'the Company'?
Channels of Communication
Measuring the Effect of Communications
Chapter 8: Public Relations Consultancies
Categories of Consultancy
'Agency' or 'Consultancy': Does it Matter?
Professionalisation of the Industry
Services Offered by Consultancies
Managing the Account: Who Does What?
Chapter 9: Strategy, Research, Measurement and Evaluation
Structuring a PR Programme
Defining PR Problems and Issues
Measurement and Evaluation
Opportunities to See (OTS)
Advertising Value Equivalence (AVE)
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
Distributing the News Release
Targeting the Right People
Electronic Channels of Communication
Blogs: Are They the Future of PR?
Chapter 11: Corporate Communications and Financial PR
What Is Corporate Communications?
The History of Financial PR
Financial PR Consultancies
Profit Warnings and the Unexpected
Chapter 12: Government and the Public Sector
Restricting or Helping? Public Sector PR as Gatekeeper
Central Government Communication
How Political Parties are Changing Political Communication
Chapter 13: From Charities to Celebrities - The Variety and Diversity of PR Practice
Charities and Campaigning Organisations
Channels of Communication
Community Relations in Sport
Chapter 14: Where PR (and You) Can Go Next
The Changing PR Landscape
Industry Challenges and Opportunities