The Public Relations Handbook

505 Pages·2011·1.82 MB·English

by  Alison Theaker

T H E
P U B L I C
R E L A T I O N S
H A N D B O O K
ALISON THEAKER
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FINANCIAL
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BUSINESS
corporate
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FOURTH EDITION
The Public Relations
Handbook
The Public Relations Handbookis a comprehensive and detailed introduction to the theories
and practices of the public relations industry. It traces the history and development of public
relations, explores ethical issues that affect the industry, examines its relationship with politics,
lobbying organisations and journalism, assesses its professionalism and regulation and advises
on training and entry into the profession.
The Public Relations Handbook combines theoretical and organisational frameworks for
studying public relations with examples of how the industry works in practice. It draws on a
range of promotional strategies and campaigns from businesses, public and non-profit
organisations including the AA, Airbus, BT, Northamptonshire County Council, Cuprinol and
Action for Children.
The Public Relations Handbook, 4th Edition includes:
• case studies, examples and illustrations from a range of campaigns from small and
multinational corporations, local government and charities
• specialist chapters on financial public relations, internal communications and
marketing public relations
• strategic overviews of corporate identity, globalisation and evaluation
• a thorough examination of ethics and professionalism
• more than 50 illustrations from recent PR campaigns
• a completely revised chapter on corporate social responsibility
• a new chapter on risk, issues and crisis management.
Alison Theaker has over 25 years’ experience in public relations and management as a
practitioner and academic. She was the first Head of Education and Training at the then Institute
of Public Relations, as well as Principal Lecturer and Course Leader in Public Relations at Leeds
Business School, UK, and Scholar in Residence in the School of Marketing Communication at
Emerson College, Boston, US. She is an elected Fellow of the Chartered Institute of Public
Relations and co-authored Effective Media Relations. She has delivered research papers at
conferences in the UK, USA and Australia on team working in public relations, improving students’
writing skills and the future of PR as a profession. She is now a PR coach for small businesses,
running her own consultancy, The Spark, in Devon, www.thesparkuk.com.
This textbook is supported by a companion website at www.routledge.com/cw/theaker where
a range of additional international case studies can be found, along with useful links.
Media Practice
Edited by James Curran, Goldsmiths College, University of London
The Media Practice handbooks are comprehensive resource books for students of
media and journalism, and for anyone planning a career as a media professional.
Each handbook combines a clear introduction to understanding how the media
work with practical information about the structure, processes and skills involved
in working in today’s media industries, providing not only a guide on ‘how to do
it’ but also a critical reflection on contemporary media practice.
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Handbook Alison Theaker
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Tim Jackson and David Shaw Carole Fleming
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2nd edition 4th edition
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The Public
Relations
Handbook
4th edition
Alison Theaker
Fourth edition published 2012
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Simultaneously published in the USA and Canada
by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2001, 2004, 2008, 2012 Alison Theaker
The right of Alison Theaker to be identified as the author of this work
has been asserted by her in accordance with sections 77 and 78
of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including photocopying
and recording, or in any information storage or retrieval system,
without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks
or registered trademarks, and are used only for identification and
explanation without intent to infringe.
First published 2001 by Routledge
Second edition published 2004
Third edition published 2008
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
The public relations handbook/edited by Alison Theaker. – 4th ed.
p. cm. – (Media practice)
Rev. ed. of: The public relations handbook/Alison Theaker.
3rd ed. 2008.
Includes bibliographical references and index.
1. Corporations – Public relations. I. Theaker, Alison.
II. Theaker, Alison. Public relations handbook.
HD59.T474 2012
659.2 –dc22 2011008644
ISBN: 978–0-415–59813–2 (hbk)
ISBN: 978–0-415–59814–9 (pbk)
ISBN: 978–0-203–80482–7 (ebk)
Typeset in Helvetica and Avant Garde
by Florence Production Ltd, Stoodleigh, Devon
Contents
List of figures vii
List of tables ix
Notes on contributors x
Preface xv
Part I The context of public relations 1
1 What is public relations? 3
Johanna Fawkes
2 Public relations and communications 21
Johanna Fawkes
3 Public relations and politics 38
Ian Somerville and Phil Ramsey
4 Public relations and management 60
Anne Gregory
5 Ethics, professionalism and regulation 82
Alison Theaker
Part II Strategic public relations 105
6 Public relations and corporate communication 107
Emma Wood
7 Corporate identity 126
Emma Wood and Ian Somerville
vi
CONTENTS
8 Risk, issues and crisis management 154
Heather Yaxley
9 Public relations and corporate social responsibility 175
Ian Somerville and Emma Wood
10 Measurement and evaluation 195
Mairead McCoy and Owen Hargie
11 Public relations and globalisation 219
Peter Walker
Part III Stakeholder public relations 249
12 Media relations in the social media age 251
Philip Young
13 Internal communications 273
Liam FitzPatrick
14 Financial communications 311
Mark Phillimore
15 Public sector public relations 331
Simon Wakeman
16 Consumer public relations 354
Susan Hutchinson
17 Business-to-business public relations 370
Loretta Smith
18 Not-for-profit public relations 387
Peter Brill and Cinzia Marrocco
19 Digital public relations – revolution or evolution? 411
Heather Yaxley
Part IV Shaping the future 433
20 Future challenges for PR 435
Alison Theaker
Bibliography 445
Index 479
Figures
2.1 Harrison’s adaptation of Shannon and Weaver’s model 25
2.2 The Osgood–Schramm model of communication 26
2.3 The Westley–McLean model of communication 27
2.4 The one-step and two-step flow models 32
4.1 An example of PEST analysis 66
4.2 Organisational linkages 69
5.1 IPRA wheel of education 91
6.1 Various forces in the external environment combine to influence
a company’s licence to operate 113
6.2 The strategic management of public relations 116
7.1 Mapping the relationship between relevant concepts 130
7.2 The cultural web 135
7.3 Adapted version of van Riel’s model of corporate identity
management 138
7.4 Adapted version of Melewar and Karaosmanoglu’s revised
categorisation of corporate identity dimensions and their
sub-items 140
7.5a Queen Margaret University College, old logo 149
7.5b Queen Margaret University, new logo 149
7.6 Queen Margaret University new campus 149
7.7 Queen Margaret University library, new campus 150
8.1 Newly qualified drivers are considered to be at greatest risk
of accidents 158
8.2 Circular decision making process 159
9.1 CSR issues, definitions and indicator sources 189
viii
FIGURES
9.2 Presence of CSR issues on the corporate websites (including
online CSR reports/corporate annual reports) of Rabobank and
Bank of Ireland 190
9.3 Expositive and interactive resources 191
10.1 Key recommendations for writing measurable objectives 197
10.2 Pyramid model of PR research 200
10.3 The Barcelona Declaration of Measurement Principles 207
10.4 BTYSTE exhibition main hall 214
11.1 Stakeholder areas for the Pakistan Pink Ribbon campaign 243
12.1a Press release announcing the Which? court case against JJB
for overpricing replica football shirts 265
12.1b Press release announcing the Which? court case against JJB
for overpricing replica football shirts 266
12.2 Press coverage of Which? case 267
12.3 First Direct’s online newsroom 269
13.1 Reasons for internal communications 276
13.2 The demographics log book 282
13.3 Example of how objectives can be broken into different
components covering knowledge, attitude and behaviour 290
13.4 What media? 297
13.5 Five questions 300
13.6 Dewhurst and FitzPatrick’s communication competencies 305
14.1 Flow of information 315
15.1 Northampton County Council You Choose – Diagram
summarising campaign feedback 348
15.2 Residents speaking to council representative at Brackley
roadshow, March 2010 349
16.1 Talisker Bounty boat landing 365
16.2 Talisker Bounty boat crew 365
16.3 Winning Cuprinol shed entry 368
16.4 Cuprinol Shed Week logo 368
17.1 The Airbus Concept plane 377
17.2 BLOODHOUND banner 384
18.1 Getting the message 390
18.2 Chart based on 1000 adults 16+, Britain 392
18.3 Tug-of-war 394
18.4 The best of all worlds? 396
18.5 The opportunity-opportunism model 399
18.6 Vaccinations 401
18.7 Social media icons 405
18.8 LiveStrong wristband 409
19.1 A new media adaptation of the models of public relations 425
19.2 Twitter chart 427
Tables
1.1 A rough guide to the main activities in public relations 10
1.2 Summary of DTI/CIPR recommended key skills and competences 11
1.3 Recommended curriculum 11
1.4 Ranking of discipline topics by employers 12
1.5 Approaches to public relations theory 16
2.1 Characteristics of four models of public relations 35