Introducing Public Relations

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.

For a quick readable overview of the field, this new book is hard to beat.

• PART ONE: PUBLIC RELATIONS IN THEORYIntroducing the TheoryChapter 1: The Origins of Public RelationsPublic Relations: One or Many Definitions?Where PR Comes From and Why History MattersThe Early Years: Ivy Lee and Edward BernaysInternational GrowthThe History of PR in the UKTheory: Why Some Campaigns Work and Some Don′tCommunication TheoryLaswell′s Communication ModelLinear ModelTwo-Step Communication ModelMass AudienceTarget AudiencePublicsThe Four Models of Grunig and HuntThe Press Agentry/Publicity ModelThe Public Information ModelThe Two-Way Asymmetric ModelThe Two-Way Symmetric ModelThe Excellence ProjectChapter 2: Marketing, Advertising and Public Relations - Similarities and Differences Explored and ExplainedWhy Marketing MattersMarket-Led CompaniesProduct-Led CompaniesThe Marketing MixSocial MarketingNew Forms of MarketingAdvertising: Good or Evil?How is PR Different to Advertising?Advertising Agents and PR ConsultantsMarketing PRChapter 3: Reputation ManagementWhat is a Good Reputation?The Relationship between PR and ReputationAdvocating Reputation ManagementAcquiring a Good ReputationFactors Involved in Developing Good ReputationOnline Reputation ManagementAgainst Reputation ManagementA ′Wrong′ Industry: How an Industry′s Reputation Affects BusinessesChapter 4: Crisis Management - Public Relations Centre StageWhat Is a Crisis?The Crisis Communication PlanThe PlanThe Management TeamThe Communication ProcessThe Post-Crisis EvaluationHandling a CrisisThe 2005 London BombingsThe Buncefield FireIssues ManagementChapter 5: Corporate Social Responsibility and EthicsFront Organisations Why Ethics is Becoming More Important to PR Advocacy and the Adviser-Client RelationshipDoes PR Corrupt the Media?The Ethics of IndividualsCodes and Conducts The Ethics of BusinessesFour TraditionsMoral EvaluationsEthics and the Multinational CompanyBusiness is Business: Is CSR Welcome at All?Business is Business: Is it Worth the Hype?Social Corporate ResponsibilityEnvironmental Corporate ResponsibilitySustainable ObjectivesIs Corporate Social Responsibility Just PR in Disguise?Delivering CSRPART TWO: PUBLIC RELATIONS IN PRACTICEChapter 6: Introducing the PracticePublic Relations Practice in the UKThe Business of PRThe People in PRRecruiting and Keeping StaffChapter 7: Public Relations In-HouseWho Does What?The PR Practitioner as GatekeeperComparing In-House and External ConsultantsInternal CommunicationsOrganizational Culture: Who Are ′the Company′?Channels of CommunicationMeasuring the Effect of CommunicationsChapter 8: Public Relations ConsultanciesTypes of Consultancy Categories of Consultancy′Agency′ or ′Consultancy′: Does it Matter?Professionalisation of the IndustryServices Offered by ConsultanciesWinning New BusinessThe BriefThe PitchManaging the Account: Who Does What? Client SatisfactionOver-ServicingChargingChapter 9: Strategy, Research, Measurement and EvaluationStructuring a PR ProgrammeResearchDefining PR Problems and IssuesSWOT and PEST AnalysesStrategyMeasurement and Evaluation Pseudo-MeasurementOpportunities to See (OTS)Advertising Value Equivalence (AVE)Payment by Results (PBR)Electronic EvaluationChapter 10: Putting Effective PR Campaigns into PracticeTactics: The Building Blocks of PR CampaignsJournalists and Public Relations: Hacks and FlacksMedia Relations in the PR CampaignWriting the News ReleaseDistributing the News ReleaseTargeting the Right PeopleManaging the DataEnsuring Media CoverageDealing with the MediaThe Features ListMedia TrainingPress ConferencesElectronic Channels of CommunicationOnline MediaBlogs: Are They the Future of PR?EventsChapter 11: Corporate Communications and Financial PRWhat Is Corporate Communications?The History of Financial PRFinancial PR ConsultanciesFinancial Calendar WorkProfit Warnings and the UnexpectedInvestor RelationsInitial Public OfferingsFinancial AudiencesAnalystsThe Financial MediaChapter 12: Government and the Public SectorSocial MarketingGovernment CommunicationsLocal GovernmentRestricting or Helping? Public Sector PR as GatekeeperCentral Government CommunicationSpinHow Political Parties are Changing Political CommunicationPolitical LobbyingThe Origins of LobbyingLobbying CompaniesIs Lobbying Effective?Is Lobbying Ethical?Chapter 13: From Charities to Celebrities - The Variety and Diversity of PR PracticeCharities and Campaigning OrganisationsHow Charities CampaignCelebritiesSportSponsorshipMedia Relations in SportChannels of CommunicationCommunity Relations in SportChapter 14: Where PR (and You) Can Go NextThe Changing PR LandscapeIndustry Challenges and OpportunitiesGetting Started in PR