Introduction to Public Relations

Description

Introduction to Public Relations provides an overview of PR from a global and critical perspective. The philosophy behind this new book is to encourage questioning by throwing in controversial ideas and different approaches; to show that there is more than one way to approach an issue and that some approaches can actually be harmful to the interests of society. It intends to try to foster a critical as well as a creative approach to the subject to prepare the undergraduate to go on to study and practice to achieve higher levels of originality. This book is ideal for undergraduate and postgraduate students taking modules in Public Relations as well as those studying at Foundation, Advanced Certificate and Diploma levels with the CIPR. Cover Contents Introduction About the authors Acknowledgements Part 1 What is public relations? 1 What public relations is and what it is not Introduction Definitions Roles Social marketing Communication Dialogue Public relations education and professional development in the UK Women in public relations Social media Is public relations a profession? International considerations The medium is the message Conclusion References 2 What do PR practitioners do? Introduction Clothes to fit the practitioners All the different things they do Summary References 3 What is a public? Introduction What is a public? Issues management Corporate social responsibility The channels Relationships Conclusion References 4 Ethics and public relations Introduction What are ethics and morals? Social responsibility A question of ethics References Part 2 Skills in public relations 5 An introduction to international communication What is international communication? Products are global but people are not Ignore cultural differences at your peril Hofstede's dimensions of culture Running a virtual team References 6 Writing press releases Introduction Building interest Correct and effective language Press release writing style Selecting appropriate words Structuring a press release Headings First paragraph Spokesperson quote Boilerplates or notes to editors Press release layout Finding the hook Using the visibility study Issue-led press releases Press releases and photographs When not to use a press release Other issues associated with press releases Press release delivery and recipients Embargoes Press releases in use Press releases and social media Summary and learning points Further reading References 7 Communicating by objectives Introduction The elements of public relations planning and management Campaigns, programmes and social movements The public relations campaign: communication by objectives (CBO) model Conclusion References 8 Crisis management Introduction Issues management Business crises The internet Being crisis-prone The plan References Part 3 Reconceptualising PR 9 The Stockholm Accords Introduction The rationale Value chains and networks Communicative leadership Communicators' competencies Theory Scurrilous portraits Conclusion Returning to the Stockholm Accords References Conclusion Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z