Introducing Public Relations

Theory and Practice
Keith Butterick - University of Huddersfield, UK
Introducing Public Relations
February 2011 | 240 pages | Sage UK
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Description

Introducing Public Relations is your guide to the basics of public relations: where it came from, what it means and what issues the industry faces today. It takes readers from the origins of PR all the way to the newest theoretical debates, explaining along the way the changes and development of the role of the PR practitioner. With interviews and 'day in the life' examples from a wide range of professionals in the industry, students will learn what PR practitioners do, what they think, and how the industry really works. Putting the student first, this book:

  • Gives grounded, critical coverage of the history and theory of public relations, so students understand not just the what but the how and why
  • Covers all aspects of public relations in practice, from in-house and consultancies to government, sport, NGO and corporate PR
  • Packs each chapter packed with case studies, anecdotes from the field, and career advice from expert PR professionals
  • Helps easy revision with exercises, summaries, and checklists

Highly accessible and engaging, there is no better headstart to understanding what PR is all about. It is the perfect text for any students encountering public relations theory and practice for the first time.

Contents

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
  • 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
  • Writing the News Release
  • Distributing the News Release
  • Targeting the Right People
  • Managing the Data
  • Ensuring Media Coverage
  • Dealing with the Media
  • The Features List
  • Media Training
  • Press Conferences
  • Electronic Channels of Communication
  • Online Media
  • Blogs: Are They the Future of PR?
  • Events
  • Chapter 11: Corporate Communications and Financial PR
  • What Is Corporate Communications?
  • The History of Financial PR
  • Financial PR Consultancies
  • Financial Calendar Work
  • Profit Warnings and the Unexpected
  • Investor Relations
  • Initial Public Offerings
  • Financial Audiences
  • Analysts
  • The Financial Media
  • Chapter 12: Government and the Public Sector
  • Social Marketing
  • Government Communications
  • Local Government
  • Restricting or Helping? Public Sector PR as Gatekeeper
  • Central Government Communication
  • Spin
  • How Political Parties are Changing Political Communication
  • Political Lobbying
  • The Origins of Lobbying
  • Lobbying Companies
  • Is Lobbying Effective?
  • Is Lobbying Ethical?
  • Chapter 13: From Charities to Celebrities - The Variety and Diversity of PR Practice
  • Charities and Campaigning Organisations
  • How Charities Campaign
  • Celebrities
  • Sport
  • Sponsorship
  • Media Relations in Sport
  • Channels of Communication
  • Community Relations in Sport
  • Chapter 14: Where PR (and You) Can Go Next
  • The Changing PR Landscape
  • Industry Challenges and Opportunities
  • Getting Started in PR

Additional materials

Description

Introducing Public Relations is your guide to the basics of public relations: where it came from, what it means and what issues the industry faces today. It takes readers from the origins of PR all the way to the newest theoretical debates, explaining along the way the changes and development of the role of the PR practitioner. With interviews and 'day in the life' examples from a wide range of professionals in the industry, students will learn what PR practitioners do, what they think, and how the industry really works. Putting the student first, this book:

  • Gives grounded, critical coverage of the history and theory of public relations, so students understand not just the what but the how and why
  • Covers all aspects of public relations in practice, from in-house and consultancies to government, sport, NGO and corporate PR
  • Packs each chapter packed with case studies, anecdotes from the field, and career advice from expert PR professionals
  • Helps easy revision with exercises, summaries, and checklists

Highly accessible and engaging, there is no better headstart to understanding what PR is all about. It is the perfect text for any students encountering public relations theory and practice for the first time.

Contents

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
  • 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
  • Writing the News Release
  • Distributing the News Release
  • Targeting the Right People
  • Managing the Data
  • Ensuring Media Coverage
  • Dealing with the Media
  • The Features List
  • Media Training
  • Press Conferences
  • Electronic Channels of Communication
  • Online Media
  • Blogs: Are They the Future of PR?
  • Events
  • Chapter 11: Corporate Communications and Financial PR
  • What Is Corporate Communications?
  • The History of Financial PR
  • Financial PR Consultancies
  • Financial Calendar Work
  • Profit Warnings and the Unexpected
  • Investor Relations
  • Initial Public Offerings
  • Financial Audiences
  • Analysts
  • The Financial Media
  • Chapter 12: Government and the Public Sector
  • Social Marketing
  • Government Communications
  • Local Government
  • Restricting or Helping? Public Sector PR as Gatekeeper
  • Central Government Communication
  • Spin
  • How Political Parties are Changing Political Communication
  • Political Lobbying
  • The Origins of Lobbying
  • Lobbying Companies
  • Is Lobbying Effective?
  • Is Lobbying Ethical?
  • Chapter 13: From Charities to Celebrities - The Variety and Diversity of PR Practice
  • Charities and Campaigning Organisations
  • How Charities Campaign
  • Celebrities
  • Sport
  • Sponsorship
  • Media Relations in Sport
  • Channels of Communication
  • Community Relations in Sport
  • Chapter 14: Where PR (and You) Can Go Next
  • The Changing PR Landscape
  • Industry Challenges and Opportunities
  • Getting Started in PR

Additional materials

SAGE Publishing Logo

Introducing Public Relations

Theory and Practice

Keith Butterick
Cancel Print

February 2011 | 240 pages | Sage UK

Format Published Date ISBN Price

Introducing Public Relations is your guide to the basics of public relations: where it came from, what it means and what issues the industry faces today. It takes readers from the origins of PR all the way to the newest theoretical debates, explaining along the way the changes and development of the role of the PR practitioner. With interviews and 'day in the life' examples from a wide range of professionals in the industry, students will learn what PR practitioners do, what they think, and how the industry really works. Putting the student first, this book:

  • Gives grounded, critical coverage of the history and theory of public relations, so students understand not just the what but the how and why
  • Covers all aspects of public relations in practice, from in-house and consultancies to government, sport, NGO and corporate PR
  • Packs each chapter packed with case studies, anecdotes from the field, and career advice from expert PR professionals
  • Helps easy revision with exercises, summaries, and checklists

Highly accessible and engaging, there is no better headstart to understanding what PR is all about. It is the perfect text for any students encountering public relations theory and practice for the first time.


Table Of Contents:

  • 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
  • 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
  • Writing the News Release
  • Distributing the News Release
  • Targeting the Right People
  • Managing the Data
  • Ensuring Media Coverage
  • Dealing with the Media
  • The Features List
  • Media Training
  • Press Conferences
  • Electronic Channels of Communication
  • Online Media
  • Blogs: Are They the Future of PR?
  • Events
  • Chapter 11: Corporate Communications and Financial PR
  • What Is Corporate Communications?
  • The History of Financial PR
  • Financial PR Consultancies
  • Financial Calendar Work
  • Profit Warnings and the Unexpected
  • Investor Relations
  • Initial Public Offerings
  • Financial Audiences
  • Analysts
  • The Financial Media
  • Chapter 12: Government and the Public Sector
  • Social Marketing
  • Government Communications
  • Local Government
  • Restricting or Helping? Public Sector PR as Gatekeeper
  • Central Government Communication
  • Spin
  • How Political Parties are Changing Political Communication
  • Political Lobbying
  • The Origins of Lobbying
  • Lobbying Companies
  • Is Lobbying Effective?
  • Is Lobbying Ethical?
  • Chapter 13: From Charities to Celebrities - The Variety and Diversity of PR Practice
  • Charities and Campaigning Organisations
  • How Charities Campaign
  • Celebrities
  • Sport
  • Sponsorship
  • Media Relations in Sport
  • Channels of Communication
  • Community Relations in Sport
  • Chapter 14: Where PR (and You) Can Go Next
  • The Changing PR Landscape
  • Industry Challenges and Opportunities
  • Getting Started in PR

Recent Product Reviews:

A very well written book with great examples from the industry (mostly UK-based), including interviews with industry specialists. The author connects theory and practice very well and makes the PR job sound interesting and diverse.This book is simple enough to be understood by 2nd year BA students. However, because it has many case studies from the UK, it is not 100% relevant to the PR industry of mainland Europe. (For example a case study on Cadbury's chocolate is difficult to follow, as this chocolate is not sold in Germany). I will hence put this book on the list of recommended supplemental reading.
Ms Olga Mitterfellner, Mode Management, Mediadesign Hochschule
This is an introductory book that assists students who are new to the field of public relations. By intertwining theory, concepts and models with case studies and practitioner quotations, first year students are encouraged to not only understand what public relations is but why and how the tools and tactics of public relations should be utilized.
Mrs Stephanie Goodwin, Communication, Marketing and Public Relations, University of Central Lancashire
Will be considered for next year as obligatory reading.
Mrs Camilla Nothhaft, Department of Strategic Communication, Lund University
The book was adopted as main textbook last academic year. However, the content was found to be less organized and over simplified when compared to other textbook.
Miss Olivine Lo, School of Journalism and Communication, The Chinese University of Hong Kong
Strong industry contributions. Student friendly text makes PR and wider communication concepts easy to understand.
Mr Paul Simpson, Business School, Greenwich University

Recommendations