Introducing Public Relations

Theory and Practice

Keith Butterick

®SAGE Los Angeles | London | New Delhi Singapore | Washington DC

CONTENTS

Acknowledgements xiv

Introduction xv

PART ONE: PUBLIC RELATIONS IN THEORY 1

Chapter 1: Introducing the Theory 3 Public Relations in theory 3

Chapter 2: The Origins of Public Relations 5 Introduction 5 PR: one or many definitions? 6 Where PR comes from and why history matters 7 The early years: Ivy Lee and Edward Bernays 9

Ivy Lee 9 Box 2.1: Extracts from Ivy Lee's 'Declaration of Principles' 11 Edward Bernays 12

International growth 13 The history of PR in the UK 13 Theory: why some campaigns work and some don't 14 Communication theory 15

Las well's communication model 16 Linear model 17 Two-step communication model 20

PR theory 21 Mass audience 22 Target audience 23 Publics 23 The four models of Grunig and Hunt 25

The press agentry/publicity model 25 Box 2.2: Propaganda, Publicity and Public Relations 25 The public information model 26 The two-way asymmetric model 27 The two-way symmetric model 27

The excellence project 29 Summary 32

Introducing Public Relations

Chapter 3: Marketing, Advertising and Public Relations: Similarit ies and Differences Explored and Explained 33

Introduction 33 Why market ing mat te rs 34 Market-led companies 34 Product-led companies 35

Box 3.1: Advertising and the Rebirth of Marks & Spencer 35 The market ing mix 38 Social market ing 39 New forms of market ing 40

Box 3.2: Cadbury's Drumming Gorilla 41 Advertising: good or evil? 42 How is PR different to advertising? 44 Advertising agents and PR consul tan ts 45 Marketing PR 46 S u m m a r y 47

Chapter 4: Reputat ion Management 48 Introduction 48 What is a good reputa t ion? 49

Box 4.1: Reputation and Finance 50 Box 4.2: British Airways and the Reputation Nightmare 51

The relat ionship between PR and reputat ion 51 Box 4.3: Cadbury and the Disclosure Problem 52

Advocating reputa t ion management 52 Acquiring a good reputat ion 53

Box 4.4: Measures of Corporate Reputation 54 Box 4.5: Shell and the Attempt to Change a Reputation 55 Factors involved in developing a good reputat ion 55 Online reputat ion management 56

Against reputa t ion management 57 Box 4.6: What Can PR Affect? 58

A W o n g ' industry: how an industry 's reputat ion affects bus inesses 59 Summary 60

Chapter 5: Crisis Management: Public Relations Centre Stage 61 Introduction 61 What is a crisis? 62 The crisis communicat ion plan 64

The plan 65

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The management team 65 The communication process 66 Box 5.1: Crisis Rules 67 The post-crisis evaluation 67 Box 5.2: New Technology and Controlling the News Agenda 67

Handling a crisis 68 The 2005 London bombings 68 The Buncefield fire 69

Case Study: The Reputation Management Account Director 70 Diary: The Reputation Management Account Director 70

Issues management 71 Summary 72

Chapter 6: Corporate Social Responsibility and Ethics 73 Introduction 73 Front organisations 74 Why ethics is becoming more important to PR 75 Advocacy and the adviser-client relationship 76 Does PR corrupt the media? 77 The ethics of individuals 77

Codes and conducts 78 The ethics of business 79

Four traditions 79 Moral evaluations 80 Ethics and the multinational company 81

Business is business: is CSR welcome at all? 82 Business is business: is it worth the hype? 83

Social corporate responsibility 83 Environmental corporate responsibility 84 Sustainable objectives 84

Is corporate social responsibility just PR in disguise? 85 Delivering CSR 85 Summary 86

PART TWO: PUBLIC RELATIONS IN PRACTICE 87

Chapter 7: Introducing the Practice 89 Introduction 89 Public Relations practice in the UK 91

The business of PR 91 The people in PR 92

Recruiting and keeping staff 93 Summary 94

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Introducing Public Relations

Chapter 8: Public Relations In-house 95 Introduction 95 Who does what? 96

Box 8.1: Strategic Adviser or PR Manager 97 The PR Practitioner as gatekeeper 98

Box 8.2: Views on the Job 99 Comparing in-house and external consultants 100 Internal communications 102

Box 8.3: Getting the Structure Right 103 Organisational culture: Who is 'the company'? 105 Channels of communication 107 Measuring the effect of communications 107 Summary 108

Chapter 9: Public Relations Consultancies 109 Introduction 109 Types of consultancy 110 Categories of consultancy 110

Box 9.1: Sole Practice in PR: Should You Follow This Route? I l l 'Agency' or 'consultancy': does it matter? 113 Professionalisation of the industry 114

Box 9.2: UK PR Consultancies 115 Services offered by consultancies 115 Case Study: The PR Account Manager 116

Diary: The PR Account Manager 118 Winning new business 120

Box 9.3: Consultancies and the Public Sector 120 The brief 121 The pitch 122 Case Study: The Board Director 124

Managing the account: who does what? 125 Box 9.4: Working in a PR Consultancy 126 Client satisfaction 126 Over-servicing 127 Charging 128 Box 9.5: Main Charging Methods 128

Summary 129

Chapter 10: Strategy, Research, Measurement and Evaluation 130 Introduction 130 Structuring a PR programme 131 Research 131

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Contents

Defining PR: problems and issues 132 SWOT and PEST analyses 133

Strategy 134 Box 10.1: Levels of Strategy 135 Box 10.2: Strategy/Tactics/Objectives 136

Measurement and evaluation 136 Pseudo-measurement 138

Opportunities To See (OTS) 139 Advertising Value Equivalence (AVE) 139 Payment By Results (PBR) 140

Electronic evaluation 140 Summary 141

Chapter 11: Putting Effective PR Campaigns into Practice 142 Introduction 142 Tactics: the building blocks of PR campaigns 143

Journalists and public relations: hacks and flacks 143 Case Study: The Business Journalist 144 Box 11.1: The Jo Moore incident 145

Media relations in the PR campaign 147 Writing the news release 147 Distributing the news release 148

Targeting the right people 148 Managing the data 149 Box 11.2: Media Roles and Responsibilities 149

Ensuring media coverage 150 Dealing with the media 151

The features list 152 Media training 152 Press conferences 152

Electronic channels of communication 153 Online media 153 Blogs: are they the future of PR? 154 Box 11.3: Viral Language 155 Diary: The Account Executive 155

Events 157 Summary 158

Chapter 12: Corporate Communications and Financial PR 159 Introduction 159 What is Corporate Communications? 160 The history of Financial PR 161 Financial PR Consultancies 163

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Introducing Public Relations

Financial calendar work 163 Profit warnings and the unexpected 164 Case Study: The Vice President 165

Diary: The Vice-President 166 Investor relations 168 Initial public offerings 169 Financial audiences 169

Analysts 169 The financial media 169

Summary 170

Chapter 13: Government and the Public Sector 171 Introduction 171 Social marketing 172 Government communications 174

Box 13.1: Defining the Public Sector 174 Local government 174 Restricting or helping? Public sector PR as gatekeeper 175

Box 13.2: Northumbria Police and the release of crime figures 176 Case Study: The Head of Corporate Communications for a Local Borough 179

Central government communication 181 Spin 182

How political parties are changing political communication 183 Political lobbying 185

Diary: The Director of a Political Consultancy 185 Lobbying companies 187 Is lobbying effective? 188 Is lobbying ethical? 189

Summary 192

Chapter 14: From Charities to Celebrities: the Variety and Diversity of PR Practice 193

Introduction 193 Charities and campaigning organisations 194

Diary: The Press Officer (The MS Society) 196 How charities campaign 199 Diary: The Press Officer (BRAKE) 200

Box 14.1: Three days in the Press Office for the Campaign by War on Want 202

Celebrities 205 Case Study: Max Clifford, Publicist 205 Case Study: Sam Delaney, Editor of 'Heat magazine 207

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Contents

Sport 208 Sponsorship 209 Media relations in sport 210 Channels of communication 210 Community relations in sport 210

Summary 211

Chapter 15: Where PR (and You) Can Go Next 212 Introduction 212 The changing PR landscape 212 Industry challenges and opportunities 214 Getting started in PR 216

Box 15.1: What Employers Want from New Recruits 216 Summary 217

Bibliography 219 Index 223

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