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1 CONTENTS Foreword: The shift to professionalism in public relations, Professor Anne Gregory FCIPR xiv About Chartered Public Relations: Lessons from Expert Practitioners, Stephen Waddington Chart.PR, MCIPR xvii Becoming a Chartered Public Relations Practitioner, Sukhjit Grewal, Director, Professional Development and Membership, CIPR xx Part I The shift to the open organization the application of public relations within every area of a modern organization 1 01 Putting citizens at the heart of public relations: public relations and public value 3 Paul Mylrea Chart.PR, FCIPR Notes Plus ça change, plus c est la même chose for public relations? 14 Alan Smith Chart.PR, MCIPR Changing some context 15 Cutting the strings 17 Then and now: what has changed, what might still change? 18 What about the media? 19 Goodbye to the good old days 21 The structure of public relations consultancies and in-house teams 24 Where to from here? 25 Notes 26
2 vi Contents 03 Death or rebirth: a digital future for public relations 27 Matt Appleby Chart. PR, FCIPR The impact of social media 27 The evolution of PR practice 30 The impact on the individual practitioner 32 The impact on the emerging profession 33 Death or rebirth? update: five years on 35 Further reading 37 Notes Freedom of information: is it changing the way we do PR? 40 Susan Fox Chart. PR, FCIPR What is Freedom of Information? 40 Why it matters 41 Freedom of information and PR 44 Guidance for PR practitioners 45 The current context 47 Blurring the lines 48 Conclusions 49 Appendix 50 Notes The future practitioner 55 Catherine Arrow Chart. PR, FCIPR, FPRINZ Practice makes perfect 56 Practice by association 61 Role forwards 64 Further reading 66
3 Contents vii 06 Communications shared services in the public sector: an idea whose time has come or a passing phase? 69 Sally Sykes Chart. PR, FCIPR The growth of shared services in staff functions 72 The shared services journey 75 Applying shared services principles to PR and communications 77 PR and communications shared services 78 A perspective for : author s note 82 Further reading 83 Part II Developing areas of practice an exploration of the opportunity in developing areas of public relations Passport to the win-win zone? The role of psychology in public relations practice and education 87 Ben Verinder Chart.PR, MCIPR Beyond behaviour 88 Models of excellence 89 Problem solver 91 Not the core discipline? 94 Ethical practice? 95 Further reading 97 Notes An analysis of the role of quantification in public relations evaluation 102 Paul Noble Chart.PR, FCIPR AVE, OTS and ROI 103 Online media 106 Share of discussion 108 Content analysis 109 Conclusion 111 Further reading 112
4 viii Contents 09 Internal communications: poor relation or powerhouse? 114 Linda Rolf Chart.PR, MCIPR Notes Communicable viruses: the adaptation of the public relations profession to the changing anatomy of the web 127 Matt Mckay Chart.PR, FCIPR The anatomy of the web 128 Information viruses 128 Viral hosts 129 Monitoring and diagnoses 130 Bedside manner 131 Superbugs 133 Self-infection 136 Immunology 137 Vaccination 137 Mutation 138 Further reading Communications micro-strategies 141 Martin Turner Chart.PR, FCIPR Characteristics of a micro-strategy model 141 A model for micro-strategies 142 The model in depth 143 The model in action 146 Observations on the model 149 Practical examples 150 Conclusions 152 Notes 155
5 Contents ix 12 Is public relations evolving into reputation management? 156 Julie McCabe Chart.PR, FCIPR What is reputation? 157 What is the link between PR and reputation? 157 What are the advantages of having a good corporate reputation? 159 Can reputation be managed? 159 Monitoring and measuring PR and reputation 164 Conclusion 166 Further reading 167 Part III The application of best practice in markets an analysis of the application of public relations in different markets Engineering the future? Using influence to benefit society 173 Anne Moir Chart.PR, MCIPR Setting a benchmark 174 What public affairs were in place? 175 Developing a new strategic approach to public affairs 176 Building the State of the Nation s credibility 177 What made it successful? 178 Continuing success? 179 Revitalizing the learned society function 180 The dilemma 180 Getting agreement to a new approach 181 Implementing change 182 Measuring success 183 The final challenge 184 Conclusions 184 Notes 186
6 x Contents 14 Defining the defence communicator 189 Clare Parker Chart.PR, MCIPR Defence communications organization: background 191 Competence framework concept 192 Process of development and implementation 194 Training delivery 195 Job profiles and professional development 196 Use and engagement 198 The future of the framework and the professionalization agenda 199 Conclusion 199 Appendix 200 Further reading 213 Notes The evolution of UK public relations consultancies from 1984 to Jane Howard Chart.PR, FCIPR Evolution of UK PR consultancies : The PR consultancy as a source of editorial expertise : PR as part of the marketing mix : More than marketing support: increasing expertise, increasing influence 222 Further reading 225 Appendix Appendix Appendix Appendix 4 228
7 Contents xi Part IV International the impact of the globalization of markets on public relations What does it take to be a global communications professional? 231 David Crundwell Chart.PR, FCIPR Why are we here as communicators? 232 So what is good communication? 232 So what does it take? 233 The psychology of persuasion 234 Saying it with words, or not 235 The smell of a place 236 Plotting the future 237 Innovation and change 239 Understanding personalities at work 239 Our emotions 241 Our leaders reaching out for the X-factor 241 The final piece of the jigsaw 244 Empathy, the link to communications 244 The final test 245 Conclusion Globalization and national economic development: a role for public relations and communication management 246 Peter L Walker Chart.PR, FCIPR Big push and virtuous circles 248 Big push means balanced growth 248 Market forces 249 False dichotomy 250 Reputation image, branding and developing countries 251 From concepts to cases 252 Rebranding emerging economies 255 The role for public relations 257 Further reading 258 Notes 259
8 xii Contents Part V Reflections an examination of the fundamental theories of public relations and their application to modern practice Is excellence in public relations beyond our reach? 263 Richard Flynn Chart.PR, MCIPR What is public relations? 264 What are the models of public relations practice? 264 What do public relations practitioners do today? 266 How do these functions fit within the models of public relations practice? 267 Is the excellence model relevant today? 268 Importance of technology in striving for excellence 271 Conclusions 272 Recommendations 273 Further reading The roadmap to excellence in public relations 274 Hilary Berg Chart.PR, MCIPR Indicators of excellence 276 A seat at the table 277 Listening as well as telling 280 The internal audience 282 The need for strategic skills 283 An emphasis on diversity 284 Nurturing cultures 284 Considering the future 285 Further reading 286 Notes 289
9 Contents xiii 20 A critical review: the four models of public relations and the excellence theory in an era of digital communication 290 Stephen Waddington Chart. PR, MCIPR Four models of public relations 290 The excellence theory 291 Academic criticism 294 Communication in digital networks 295 New models of organizational communication 296 Memes: dynamic communication 296 Social media doesn t change anything 297 The Business of Influence 298 Switching the axis of organizational communication 299 Conclusion 300 Notes 301 Index 303
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