This book provides an introduction to public relations (PR) that employs pedagogical experiential learning models to assist students in developing the skills and competencies required by the PR industry.
The book takes the reader on a journey from the theory and origins of PR, through to the structure of the PR profession and the more practical elements of how PR is practiced today. It devotes attention to the common competencies necessary for success as a communications professional, such as communication skills, critical thinking skills and business acumen, while giving due focus to the rapidly evolving new technologies and media that impact how organisations communicate. Featuring example cases from around the world, each chapter includes discussion topics and scenario-based questionnaires to encourage learning and assist students in developing key competencies.
This book is ideal for undergraduate PR modules, particularly those with experiential and/or blended learning pedagogical approaches. It will also be useful to those in business seeking to gain a deeper understanding of communications.
Situational Judgement Tests and sample press releases, presented as online resources, also accompany the book. Please visit www.routledge.com/9781032170435.
Author(s): Aoife O'Donnell
Publisher: Routledge
Year: 2023
Language: English
Pages: 237
City: New York
Cover
Endorsements
Half Title
Title Page
Copyright Page
Contents
Figures
Tables
Contributors
Acknowledgement
1. The History of Public Relations
1.1 Learning Outcomes
1.2 Public Relations in Action
1.3 What Is Public Relations?
1.4 The History of PR
1.5 Conclusion
1.6 For Discussion
References
2. The Theory of PR
2.1 Learning Outcomes
2.2 Introduction
2.3 PR Theory
2.3.1 Systems Theory
2.3.1.1 The Four Models of PR and Excellence Theory
2.3.1.1.1 The Four Models of PR
2.3.1.1.2 The Excellence Theory
2.3.1.1.3 Empowerment of the PR Function
2.3.1.1.4 Communicator Roles
2.3.1.1.5 Organisation of the Communication Function and Its Relationship to Other Management Functions
2.3.1.1.6 Models of PR
2.4 Rhetorical Theory
2.5 Modernism and Postmodernism
2.6 Communications Theory
2.6.1 Laswell, Shannon and Weaver, Lazarsfield
2.7 The Evolution of Media
2.8 Conclusion
2.9 For Discussion
References
3. Ethics
3.1 Learning Outcomes
3.2 Introduction
3.3 Ethical Theories
3.3.1 Utilitarianism
3.3.2 Deontology
3.4 Professional Codes of Conduct
3.5 For Discussion
References
4. Public Relations and Related Disciplines
4.1 Learning Outcomes
4.2 Introduction
4.3 What is Marketing?
4.3.1 The 7 Ps of Marketing
4.4 What is Advertising?
4.5 What is PR?
4.5.1 Publics and Stakeholders
4.5.2 Categories of PR
4.6 The Use of Media - News, PR and Advertising
4.7 Conclusion
4.7.1 Discussion
References
5. Corporate Communications by Mark Campbell
5.1 Learning Outcomes
5.2 Introduction to Corporates, Corporate Structures and Corporate Communications
5.2.1 Corporates - Unique Organisations
5.2.2 Corporate Structures
5.2.3 Corporate Communications
5.2.3.1 The Role of the Corporate Communicator
5.2.3.2 Corporate Communications Hierarchy
5.3 Corporate Governance
5.4 Corporate Purpose, Vision, Aims, Mission and Objectives
5.4.1 Purpose
5.4.2 Vision
5.4.3 Aims
5.4.4 Mission
5.4.5 Objectives
5.5 Organisational Structure, Culture and Management Systems
5.5.1 Structure
5.5.2 Culture
5.5.3 Management Systems
5.6 Corporate Identities and Brands
5.6.1 Corporate Identities
5.6.2 Organisations, Their Publics and Their Stakeholders
5.6.3 Brand Values, Branding and Rebranding
5.6.4 Corporate Logos, Straplines and Messaging
5.7 For Discussion - Topics for Learners to Consider
References
6. Sustainable Public Relations
6.1 Learning Outcomes
6.2 Introduction - What Is Corporate Social Responsibility?
6.3 Theory of CSR
6.3.1 Economic Responsibilities
6.3.2 Legal Responsibilities
6.3.3 Ethical Responsibilities
6.3.4 Philanthropic Responsibilities
6.4 Types of CSR
6.4.1 Environmental CSR
6.4.2 Ethical CSR
6.4.3 Philanthropic CSR
6.4.4 Economic CSR
6.5 From CSR to ESG
6.6 Conclusion
6.7 For Discussion
References
7. Crisis Communications
7.1 Learning Outcomes
7.2 Introduction
7.3 Crisis Communications Theory
7.3.1 The Apologia Theory
7.3.2 Image Restoration Theory
7.3.3 Decision Theory
7.3.4 Diffusion Theory
7.4 Crises Categories
7.5 Crisis Communications Planning (The 3As)
7.5.1 Anticipate
7.5.1.1 Identification of Stakeholders
7.5.1.2 Identification of the Spokesperson
7.5.1.3 Media Audit
7.5.2 Act
7.5.2.1 The Media
7.5.2.2 Journalists
7.5.2.3 The Topline
7.5.2.4 3 Key Messages
7.5.2.5 Questions and Answers
7.5.3 Appraise
7.6 The Crisis Communications Checklist (The 5Cs)
7.6.1 Clarity
7.6.2 Competency
7.6.3 Consistency
7.6.4 Control
7.6.5 Compassion
7.7 Conclusion
7.8 For Discussion
References
8. PR for Business
8.1 Learning outcomes
8.2 Introduction
8.3 PR and Reputation
8.4 Public Affairs
8.5 Corporate PR
8.6 Consumer PR
8.7 Other PR Categories
8.8 Conclusion
8.9 For Discussion
References
9. Public Affairs and Political Communications by Dr Robbie Smyth
9.1 What Is Public Affairs and Political Communication?
9.1.1 Learning Outcomes
9.2 Political Campaigning
9.2.1 There Are No Accidental Images
9.2.2 Building a Campaign Strategy
9.2.3 The Campaign Trail Logistics
9.2.4 Political Advertising
9.3 Public Affairs: The Role of PR in Government
9.3.1 Issues Management
9.3.2 Political Communication as Lobbying
9.4 NGO and Outsider PR
9.5 Political Media
9.5.1 Political Media Online
9.5.2 Political Media Today
9.5.3 Adversarial Journalism
9.6 Propaganda and Persuasion
9.6.1 Persuading the Political Audience
9.7 Conclusions
References
Websites Used or Mentioned
10. The Roles of PR Practitioners
10.1 Learning Outcomes
10.2 Introduction
10.3 In-house PR
10.3.1 Internal Communications
10.4 PR Consultancy
10.4.1 Agency Structure
10.4.2 PR Consultancy Fee Structures
10.4.3 Other Costs
10.5 Other PR Roles - Freelance and Publicity
10.6 For Discussion
References
11. Developing a PR Strategy
11.1 Learning Outcomes
11.2 Introduction
11.3 The Strategy: 'Visit Italy'
11.3.1 Research
11.3.1.1 The Brief
11.3.1.2 SWOT Analysis
11.3.1.3 Media Audit
11.3.2 Action and Planning
11.3.3 Communication
11.3.3.1 Introduction
11.3.3.2 Target Audiences
11.3.3.3 Objectives
11.3.3.4 Key Messages
11.3.3.5 Tools & Tactics
11.3.3.6 Budget
11.3.4 Evaluation
11.4 For Discussion
References
12. Content Creation
12.1 Learning Outcomes
12.2 Introduction - Content and Angles
12.3 Examples of Content Creation
12.4 Tools and Tactics of Content Creation - External Communications
12.4.1 The Press Release
12.4.2 Media Pitch
12.4.3 Media Lists
12.4.4 Media Interviews
12.4.5 Case Studies/Real-Life Stories
12.4.6 Press Conference
12.4.7 Statements
12.4.8 Photoshoots and Photocalls
12.4.9 Videoshoot
12.4.10 Blogs
12.4.11 Podcasts
12.4.12 Hashtags
12.4.13 Launch Event
12.4.14 The Experience
12.4.15 Surveys
12.5 Tools and Tactics of Content Creation - Internal Communications
12.5.1 Intranet
12.5.2 Newsletters
12.5.3 Emails
12.5.4 Internal Events
12.6 Conclusion
12.7 For Discussion
References
13. Pitching for Business
13.1 Learning Outcomes
13.2 Introduction
13.3 The Business Pitch Process
13.3.1 Structure and Content
13.3.2 Visual Aids
13.3.3 The Pitch Team
13.3.4 Delivery
13.3.5 Engagement and Relationships
13.4 What Makes a Winning Business Pitch?
13.5 The Elevator Pitch
13.6 Conclusion
13.7 For Discussion
References
14. Media Relations
14.1 Learning Outcomes
14.2 The Role of Media Relations
14.2.1 Facebook
14.2.2 'No Time to Die' - James Bond Film Release
14.2.3 'No Drama' - Switzerland Tourism Board Campaign
14.2.4 The French Open - Press Conference or No Press Conference?
14.2.5 Activism and Anti-Vaccination Campaign
14.3 Developing an Effective Media Relations Strategy
14.4 The Media Pitch and Preparation for Media Interviews
14.4.1 Prepare Potential Questions and Answers
14.4.2 Key Messages
14.4.3 Know Your Angle/Top-Line
14.4.4 Know Your Media
14.5 The Relationship between PR Professionals and Journalists
14.5.1 Dos and Don'ts of Media Interviews
14.6 For Discussion
References
15. The Post-Truth Era
15.1 Learning Outcomes
15.2 Introduction - Before and After COVID-19
15.3 Technology - Big Data, Algorithms and Artificial Intelligence
15.4 Growth Areas in and Challenges for the PR Industry
15.5 Diversity and Inclusion
15.6 Careers and Internships
References
Index
