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Introducing Public Relations: Theory and Practice
Theory and Practice
Butterick, Keith

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Über den Autor

Keith Butterick has worked in journalism and Public Relations. His career started in local newspapers before specialising in magazine journalism and finance and business journalism. His work as a business journalist included Business Editor of 'Yorkshire on Sunday' editor of various trade publications such as 'Caring Today' and 'Private Wealth Advisor', 'Business in Yorkshire'.
He launched and edited two successful business magazines 'Finance North' and 'Northern Business and Finance'. He was twice the winner of the Industrial Society/Texaco Industrial Society of Industrial Journalist of the Year and shortlisted twice in the British Society of Magazine Editors business magazine section. He was also Northern Business Journalist of the Year on two occasions.
In Public Relations he has worked across a number of sectors, in both Public Relations consultancies and as in-house PR practitioner for a public company handling media and investor relations. His working experience includes consumer PR he was a director of a financial public relations where he worked on the flotation of a number of companies. He has also worked in public affairs. He also worked as press officer for the Labour Party during general and European elections.
He is one of the few researchers in the UK working in the field of business and financial journalism, his book, Collusin and Complacency: A Critical Introduction too Business and Financial Journalism will be published October 2015.
A former Councillor and with his experience has advised Local authorities on communication strategy and carrying out communication audits. He also advises many large scale companies on Public Liaison Panels, he is an expert on community engagement and has run many consultation programmes on behalf of clients.


Introducing the Theory
Chapter 1: The Origins of Public Relations
Public Relations: One or Many Definitions?
Where PR Comes From and Why History Matters
The Early Years: Ivy Lee and Edward Bernays
International Growth
The History of PR in the UK
Theory: Why Some Campaigns Work and Some Don't
Communication Theory
Laswell's Communication Model
Linear Model
Two-Step Communication Model
Mass Audience
Target Audience
The Four Models of Grunig and Hunt
The Press Agentry/Publicity Model
The Public Information Model
The Two-Way Asymmetric Model
The Two-Way Symmetric Model
The Excellence Project
Chapter 2: Marketing, Advertising and Public Relations - Similarities and Differences Explored and Explained
Why Marketing Matters
Market-Led Companies
Product-Led Companies
The Marketing Mix
Social Marketing
New Forms of Marketing
Advertising: Good or Evil?
How is PR Different to Advertising?
Advertising Agents and PR Consultants
Marketing PR
Chapter 3: Reputation Management
What is a Good Reputation?
The Relationship between PR and Reputation
Advocating Reputation Management
Acquiring a Good Reputation
Factors Involved in Developing Good Reputation
Online Reputation Management
Against Reputation Management
A 'Wrong' Industry: How an Industry's Reputation Affects Businesses
Chapter 4: Crisis Management - Public Relations Centre Stage
What Is a Crisis?
The Crisis Communication Plan
The Plan
The Management Team
The Communication Process
The Post-Crisis Evaluation
Handling a Crisis
The 2005 London Bombings
The Buncefield Fire
Issues Management
Chapter 5: Corporate Social Responsibility and Ethics
Front Organisations
Why Ethics is Becoming More Important to PR
Advocacy and the Adviser-Client Relationship
Does PR Corrupt the Media?
The Ethics of Individuals
Codes and Conducts
The Ethics of Businesses
Four Traditions
Moral Evaluations
Ethics and the Multinational Company
Business is Business: Is CSR Welcome at All?
Business is Business: Is it Worth the Hype?
Social Corporate Responsibility
Environmental Corporate Responsibility
Sustainable Objectives
Is Corporate Social Responsibility Just PR in Disguise?
Delivering CSR
Chapter 6: Introducing the Practice
Public Relations Practice in the UK
The Business of PR
The People in PR
Recruiting and Keeping Staff
Chapter 7: Public Relations In-House
Who Does What?
The PR Practitioner as Gatekeeper
Comparing In-House and External Consultants
Internal Communications
Organizational Culture: Who Are 'the Company'?
Channels of Communication
Measuring the Effect of Communications
Chapter 8: Public Relations Consultancies
Types of Consultancy
Categories of Consultancy
'Agency' or 'Consultancy': Does it Matter?
Professionalisation of the Industry
Services Offered by Consultancies
Winning New Business
The Brief
The Pitch
Managing the Account: Who Does What?
Client Satisfaction
Chapter 9: Strategy, Research, Measurement and Evaluation
Structuring a PR Programme
Defining PR Problems and Issues
SWOT and PEST Analyses
Measurement and Evaluation
Opportunities to See (OTS)
Advertising Value Equivalence (AVE)
Payment by Results (PBR)
Electronic Evaluation
Chapter 10: Putting Effective PR Campaigns into Practice
Tactics: The Building Blocks of PR Campaigns
Journalists and Public Relations: Hacks and Flacks
Media Relations in the PR Campaign
Writing the News Release
Distributing the News Release
Targeting the Right People
Managing the Data
Ensuring Media Coverage
Dealing with the Media
The Features List
Media Training
Press Conferences
Electronic Channels of Communication
Online Media
Blogs: Are They the Future of PR?
Chapter 11: Corporate Communications and Financial PR
What Is Corporate Communications?
The History of Financial PR
Financial PR Consultancies
Financial Calendar Work
Profit Warnings and the Unexpected
Investor Relations
Initial Public Offerings
Financial Audiences
The Financial Media
Chapter 12: Government and the Public Sector
Social Marketing
Government Communications
Local Government
Restricting or Helping? Public Sector PR as Gatekeeper
Central Government Communication
How Political Parties are Changing Political Communication
Political Lobbying
The Origins of Lobbying
Lobbying Companies
Is Lobbying Effective?
Is Lobbying Ethical?
Chapter 13: From Charities to Celebrities - The Variety and Diversity of PR Practice
Charities and Campaigning Organisations
How Charities Campaign
Media Relations in Sport
Channels of Communication
Community Relations in Sport
Chapter 14: Where PR (and You) Can Go Next
The Changing PR Landscape
Industry Challenges and Opportunities
Getting Started in PR


Introducing Public Relations is your guide to the basics of public relations: where it came from, what it means and what issues the industry faces today. It takes readers from the origins of PR all the way to the newest theoretical debates, explaining along the way the changes and development of the role of the PR practitioner.

With interviews and 'day in the life' examples from a wide range of professionals in the industry students will learn what PR practitioners do, what they think and how the industry really works. Putting the student first, this book:

  • Gives a grounded, critical coverage of the history and theory of PR, so students understand not just the what but the how and why

  • Covers all aspects of PR in practice, from in-house and consultancies to government, sport, NGO and corporate PR

  • Packs each chapter with case studies, anecdotes from the field and career advice from expert PR professionals

  • Helps easy revision with exercises, summaries and checklist.

Highly accessible and engaging, there is no better headstart to understanding what PR is all about. It is the perfect text for any students encountering public relations theory and practice for the first time.