Chartered public relations : lessons from expert practitioners /

Published as part of the 2015 tenth anniversary celebrations of the Chartered Institute of Public Relations (CIPR)'s Royal Charter, Chartered Public Relations is an anthology of modern-day public relations best practice from Chartered Public Relations practitioners. It makes a valuable contribu...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Waddington, Stephen (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London : KoganPage, 2015.
Temas:
Public relations.
Public Relations
Relations publiques.
public relations.
Advertising, marketing & sponsorship law.
Sales & marketing.
BUSINESS & ECONOMICS > Advertising & Promotion.
Public relations
Advertising, marketing and sponsorship law.
Sales and marketing.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • pt. I The shift to the open organization
  • the application of public relations within every area of a modern organization
  • 01. Putting citizens at the heart of public relations: Public relations and public value / Paul Mylrea
  • Notes
  • 02. Plus ca change, plus c'est la meme chose for public relations? / Alan Smith
  • Changing some context
  • Cutting the strings
  • Then and now: what has changed, what might still change?
  • What about the media?
  • Goodbye to the good old days
  • The structure of public relations consultancies and in-house teams
  • Where to from here?
  • Notes
  • 03. Death or rebirth? A digital future for PR / Matt Appleby
  • The impact of social media
  • The evolution of PR practice
  • The impact on the individual practitioner
  • The impact on the emerging profession
  • Death or rebirth?
  • 2014 update: five years on
  • Further reading
  • Notes
  • 04. Freedom of Information: Is it changing the way we do PR? / Susan Fox.
  • What is Freedom of Information?
  • Why it matters
  • Freedom of Information and PR
  • Guidance for PR practitioners
  • The current context
  • Blurring the lines
  • Conclusions
  • Appendix
  • Notes
  • 05. The future practitioner / Catherine Arrow
  • Practice makes perfect
  • Practice by association
  • Role forwards
  • Further reading
  • 06.Communications shared services in the public sector: An idea whose time has come or a passing phase? / Sally Sykes
  • The growth of shared services in staff functions
  • The shared services journey
  • Applying shared services principles to PR and communications
  • PR and communications shared services
  • A perspective for 2014
  • 15: author's note
  • Further reading
  • pt. II Developing areas of practice
  • an exploration of the opportunity in developing areas of public relations
  • 07. Passport to the win-win zone? The role of psychology in public relations practice and education / Ben Verinder
  • Beyond behaviour.
  • Models of excellence
  • Problem solver
  • Not the core discipline?
  • Ethical practice?
  • Further reading
  • Notes
  • 08. An analysis of the role of quantification in public relations evaluation / Paul Noble
  • AVE, OTS and ROI
  • Online media
  • Share of discussion
  • Content analysis
  • Conclusion
  • Further reading
  • 09. Internal communications: Poor relation or powerhouse? / Linda Rolf
  • Notes
  • 10.Communicable viruses: The adaptation of the public relations profession to the changing anatomy of the web / Matt McKay
  • The anatomy of the web
  • Information viruses
  • Viral hosts
  • Monitoring and diagnoses
  • Bedside manner
  • Superbugs
  • Self-infection
  • Immunology
  • Vaccination
  • Mutation
  • Further reading
  • 11.Communications micro-strategies / Martin Turner
  • Characteristics of a micro-strategy model
  • A model for micro-strategies
  • The model in depth
  • The model in action
  • Observations on the model
  • Practical examples.
  • Conclusions
  • Notes
  • 12. Is public relations evolving into reputation management? / Julie McCabe
  • What is reputation?
  • What is the link between PR and reputation?
  • What are the advantages of having a good corporate reputation?
  • Can reputation be managed?
  • Monitoring and measuring PR and reputation
  • Conclusion
  • Further reading
  • pt. III The application of best practice in markets
  • an analysis of the application of public relations in different markets
  • 13. Engineering the future? Using influence to benefit society / Anne Moir
  • Setting a benchmark
  • What public affairs were in place?
  • Developing a new strategic approach to public affairs
  • Building the State of the Nation's credibility
  • What made it successful?
  • Continuing success?
  • Revitalizing the learned society function
  • The dilemma
  • Getting agreement to a new approach
  • Implementing change
  • Measuring success
  • The final challenge
  • Conclusions
  • Notes.
  • 14. Defining the defence communicator / Clare L. Parker
  • Defence communications organization: background
  • Competence framework concept
  • Process of development and implementation
  • Training delivery
  • Job profiles and professional development
  • Use and engagement
  • The future of the framework and the professionalization agenda
  • Conclusion
  • Appendix
  • Further reading
  • Notes
  • 15. The evolution of UK public relations consultancies from 1984 to 2009 / Jane Howard
  • Evolution of UK PR consultancies
  • 1984
  • 89: The PR consultancy as a source of editorial expertise
  • 1991
  • 99: PR as part of the marketing mix
  • 2000
  • 09: More than marketing support: increasing expertise, increasing influence
  • Further reading
  • Appendix 1
  • Appendix 2
  • Appendix 3
  • Appendix 4
  • pt. IV International
  • the impact of the globalization of markets on public relations
  • 16. What does it take to be a global communications professional? / David Crundwell.
  • Why are we here as communicators?
  • So what is good communication?
  • So what does it take?
  • The psychology of persuasion
  • Saying it with words, or not
  • The smell of a place
  • Plotting the future
  • Innovation and change
  • Understanding personalities at work
  • Our emotions
  • Our leaders
  • reaching out for the X-factor
  • The final piece of the jigsaw
  • Empathy, the link to communications
  • The final test
  • Conclusion
  • 17. Globalization and national economic development: A role for public relations and communication management / Peter L. Walker
  • Big push and virtuous circles
  • Big push means balanced growth
  • Market forces
  • False dichotomy
  • Reputation
  • image, branding and developing countries
  • From concepts to cases
  • R̀ebranding' emerging economies
  • The role for public relations
  • Further reading
  • Notes.
  • pt. V Reflections
  • an examination of the fundamental theories of public relations and their application to modern practice
  • 18. Is excellence in public relations beyond our reach? / Richard Flynn
  • What is public relations?
  • What are the models of public relations practice?
  • What do public relations practitioners do today?
  • How do these functions fit within the models of public relations practice?
  • Is the excellence model relevant today?
  • Importance of technology in striving for excellence
  • Conclusions
  • Recommendations
  • Further reading
  • 19. The roadmap to excellence in public relations / Hilary Berg
  • Indicators of excellence
  • A seat at the table
  • Listening as well as telling
  • The internal audience
  • The need for strategic skills
  • An emphasis on diversity
  • Nurturing cultures
  • Considering the future
  • Further reading
  • Notes.
  • 20.A critical review: The four models of public relations and the excellence theory in an era of digital communication / Stephen Waddington
  • Four models of public relations
  • The excellence theory
  • Academic criticism
  • Communication in digital networks
  • New models of organizational communication
  • Memes: dynamic communication
  • Social media doesn't change anything
  • The Business of Influence
  • Switching the axis of organizational communication
  • Conclusion
  • Notes.

Ejemplares similares