book

Public Relations and Communications

Name: Public Relations and Communications
Author: Aoife O'Donnell
ISBN: 9781000900699

by Aoife O'Donnell

July 2023

Beginner

238 pages

7h 31m

English

Routledge

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Cover
Endorsements
Half Title
Title Page
Copyright Page
Contents
List of Figures
List of Tables
List of Contributors
Acknowledgement

1 The History of Public Relations
1.1 Learning Outcomes1.2 Public Relations in Action1.3 What Is Public Relations?1.4 The History of PR1.5 Conclusion1.6 For DiscussionReferences
2 The Theory of PR
2.1 Learning Outcomes2.2 Introduction2.3 PR Theory2.3.1 Systems Theory2.4 Rhetorical Theory2.4.1 200 B.C.E.–5 C.E. Pragmatic-Dominant Rhetorical Theory2.4.2 1400s–1500s Aesthetic Rhetorical Theory2.4.3 1700s–1800s Pragmatic-Subordinate Rhetorical Theory2.4.4 1900s–Present Social Rhetorical Theory2.5 Modernism and Postmodernism2.6 Communications Theory2.6.1 Laswell, Shannon and Weaver, Lazarsfield2.7 The Evolution of Media2.8 Conclusion2.9 For DiscussionReferences
3 Ethics
3.1 Learning Outcomes3.2 Introduction3.3 Ethical Theories3.3.1 Utilitarianism3.3.2 Deontology3.4 Professional Codes of Conduct3.4.1 The Code of Lisbon3.4.2 The Code of Athens3.4.3 Code of Professional Practice for Public Affairs & Lobbying3.5 For DiscussionReferences
4 Public Relations and Related Disciplines
4.1 Learning Outcomes4.2 Introduction4.3 What is Marketing?4.3.1 The 7 Ps of Marketing4.4 What is Advertising?4.5 What is PR?4.5.1 Publics and Stakeholders4.5.2 Categories of PR4.6 The Use of Media – News, PR and Advertising4.7 Conclusion4.7.1 DiscussionReferences
5 Corporate Communications by Mark Campbell
5.1 Learning Outcomes5.2 Introduction to Corporates, Corporate Structures and Corporate Communications5.2.1 Corporates – Unique Organisations5.2.2 Corporate Structures5.2.3 Corporate Communications5.3 Corporate Governance5.4 Corporate Purpose, Vision, Aims, Mission and Objectives5.4.1 Purpose5.4.2 Vision5.4.3 Aims5.4.4 Mission5.4.5 Objectives5.5 Organisational Structure, Culture and Management Systems5.5.1 Structure5.5.2 Culture5.5.3 Management Systems5.6 Corporate Identities and Brands5.6.1 Corporate Identities5.6.2 Organisations, Their Publics and Their Stakeholders5.6.3 Brand Values, Branding and Rebranding5.6.4 Corporate Logos, Straplines and Messaging5.7 For Discussion – Topics for Learners to ConsiderReferences
6 Sustainable Public Relations
6.1 Learning Outcomes6.2 Introduction – What Is Corporate Social Responsibility?6.3 Theory of CSR6.3.1 Economic Responsibilities6.3.2 Legal Responsibilities6.3.3 Ethical Responsibilities6.3.4 Philanthropic Responsibilities6.4 Types of CSR6.4.1 Environmental CSR6.4.2 Ethical CSR6.4.3 Philanthropic CSR6.4.4 Economic CSR6.5 From CSR to ESG6.6 Conclusion6.7 For DiscussionReferences
7 Crisis Communications
7.1 Learning Outcomes7.2 Introduction7.3 Crisis Communications Theory7.3.1 The Apologia Theory7.3.2 Image Restoration Theory7.3.3 Decision Theory7.3.4 Diffusion Theory7.4 Crises Categories7.5 Crisis Communications Planning (The 3As)7.5.1 Anticipate7.5.2 Act7.5.3 Appraise7.6 The Crisis Communications Checklist (The 5Cs)7.6.1 Clarity7.6.2 Competency7.6.3 Consistency7.6.4 Control7.6.5 Compassion7.7 Conclusion7.8 For DiscussionReferences
8 PR for Business
8.1 Learning outcomes8.2 Introduction8.3 PR and Reputation8.4 Public Affairs8.5 Corporate PR8.6 Consumer PR8.7 Other PR Categories8.8 Conclusion8.9 For DiscussionReferences
9 Public Affairs and Political Communications by Dr Robbie Smyth
9.1 What Is Public Affairs and Political Communication?9.1.1 Learning Outcomes9.2 Political Campaigning9.2.1 There Are No Accidental Images9.2.2 Building a Campaign Strategy9.2.3 The Campaign Trail Logistics9.2.4 Political Advertising9.3 Public Affairs: The Role of PR in Government9.3.1 Issues Management9.3.2 Political Communication as Lobbying9.4 NGO and Outsider PR9.5 Political Media9.5.1 Political Media Online9.5.2 Political Media Today9.5.3 Adversarial Journalism9.6 Propaganda and Persuasion9.6.1 Persuading the Political Audience9.7 ConclusionsReferencesWebsites Used or Mentioned
10 The Roles of PR Practitioners
10.1 Learning Outcomes10.2 Introduction10.3 In-house PR10.3.1 Internal Communications10.4 PR Consultancy10.4.1 Agency Structure10.4.2 PR Consultancy Fee Structures10.4.3 Other Costs10.5 Other PR Roles – Freelance and Publicity10.6 For DiscussionReferences
11 Developing a PR Strategy
11.1 Learning Outcomes11.2 Introduction11.3 The Strategy: ‘Visit Italy’11.3.1 Research11.3.2 Action and Planning11.3.3 Communication11.3.4 Evaluation11.4 For DiscussionReferences
12 Content Creation
12.1 Learning Outcomes12.2 Introduction – Content and Angles12.3 Examples of Content Creation12.4 Tools and Tactics of Content Creation – External Communications12.4.1 The Press Release12.4.2 Media Pitch12.4.3 Media Lists12.4.4 Media Interviews12.4.5 Case Studies/Real-Life Stories12.4.6 Press Conference12.4.7 Statements12.4.8 Photoshoots and Photocalls12.4.9 Videoshoot12.4.10 Blogs12.4.11 Podcasts12.4.12 Hashtags12.4.13 Launch Event12.4.14 The Experience12.4.15 Surveys12.5 Tools and Tactics of Content Creation – Internal Communications12.5.1 Intranet12.5.2 Newsletters12.5.3 Emails12.5.4 Internal Events12.6 Conclusion12.7 For DiscussionReferences
13 Pitching for Business
13.1 Learning Outcomes13.2 Introduction13.3 The Business Pitch Process13.3.1 Structure and Content13.3.2 Visual Aids13.3.3 The Pitch Team13.3.4 Delivery13.3.5 Engagement and Relationships13.4 What Makes a Winning Business Pitch?13.5 The Elevator Pitch13.6 Conclusion13.7 For DiscussionReferences
14 Media Relations
14.1 Learning Outcomes14.2 The Role of Media Relations14.2.1 Facebook14.2.2 ‘No Time to Die’ – James Bond Film Release14.2.3 ‘No Drama’ – Switzerland Tourism Board Campaign14.2.4 The French Open – Press Conference or No Press Conference?14.2.5 Activism and Anti-Vaccination Campaign14.3 Developing an Effective Media Relations Strategy14.4 The Media Pitch and Preparation for Media Interviews14.4.1 Prepare Potential Questions and Answers14.4.2 Key Messages14.4.3 Know Your Angle/Top-Line14.4.4 Know Your Media14.5 The Relationship between PR Professionals and Journalists14.5.1 Dos and Don'ts of Media Interviews14.6 For DiscussionReferences
15 The Post-Truth Era
15.1 Learning Outcomes15.2 Introduction – Before and After COVID-1915.3 Technology – Big Data, Algorithms and Artificial Intelligence15.4 Growth Areas in and Challenges for the PR Industry15.5 Diversity and Inclusion15.6 Careers and InternshipsReferences
Index

Content preview from Public Relations and Communications

1 The History of Public Relations

DOI: 10.4324/9781003253815-1

Chapter Contents

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

1.1 Learning Outcomes

On finishing this chapter, the reader should be able to:

Have a critical understanding of what public relations (PR) is and the role that it plays in the modern world.
Demonstrate an awareness of the origins and history of PR and how they impact on contemporary practice.
Understand the diversity of the public relations professional's role and develop a deeper understanding of the relationship between PR and media professionals.

1.2 Public Relations in Action

Modern-day public relations ...

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