1Chapter 1 Introduction
94Chapter 5 Communication And Relations In Public
21.1 Strategic Communications
955.1 Corporate Communication
31.2 Marketing Communications
965.2 Internal and External Communications
41.2.1 Public Relations
975.2.1 Internal Communications
51.2.2 Marketing
985.2.1.1 Importance of Corporate Communication
61.2.3 Marketing Communications
995.2.1.2 Effective Internal Communication
71.2.4 Internal Communications
1005.2.1.3 Importance of Internal Communication
81.2.5 Social Marketing Advertising
1015.2.2 External Communication
91.2.6 Government Relations
1025.2.2.1 Effective External Communication
101.2.7 PR Support of Marketing and Sales
1035.3 International Public Relations
111.2.8 Industry Relations and Association Relations
1045.4 Corporate Social Responsibility
121.2.9 Media Relations
1055.4.1 Ethics and CSR
131.2.10 Digital Communications
1065.4.2 Altruistic CSR
141.3 Relations and Direction
1075.4.3 A Political Theory of Corporate Social Responsibility
151.4 Marketplace and Ideas
1085.4.4 Stakeholder Theory
161.4.1 Ethics
1095.4.5 Financial Performance & CSR
171.4.2 PRSA Member Statement of Professional Values
1105.4.6 Globalization and CSR
181.4.3 Reduced faith in mass media advertising
1115.4.7 The UN Global Compact
191.5 Professional Ethics
1125.4.8 Social Aspects of CSR
201.6 Summary
1135.4.9 Economic Theory of Self Regulation
211.7 Exercise: References
1145.4.10 Corporate Social Performance (CSP)
22Chapter 2 Public Relations
1155.4.11 Consumers
232.1 Public Relations in Life
1165.4.12 Risk management
242.1.1 Power: a discourse analytic approach
1175.4.13 Employees
252.1.2 Probabilism
1185.4.14 Personal values
262.1.3 Metaphor
1195.5 CSR: Global view
272.2 Modern Public Relations
1205.5.1 India
282.2.1 Recruitment
1215.5.2 UK
292.2.2 Internal Relations
1225.5.3 Latin America
302.2.3 Money
1235.5.4 USA
312.2.4 The variety of the work is appealing
1245.5.5 Europe
322.3 Marketing Communications
1255.5.6 Asia
332.4 Social Responsibility
1265.5.7 Japan
342.4.1 Employer Branding and Reputation
1275.6 Measure the impact of CSR
352.4.2 PR and HR Relationship Building
1285.6.1 Measuring Current Order of Magnitude
362.5 Media Relations in the Digital World
1295.6.2 Measuring Corporate Social and Environmental Performance
372.5.1 The Social Shift
1305.7 Making the business case: 5.7.1 CSR as a Source of Competitive Advantage
382.5.2 Defining What Success Looks Like
1315.8 Evolution in Public Relations
392.5.3 The Question of Ownership
1325.8.1 All Available Media Utilized
402.5.4 Building a digital privacy
1335.8.2 Adams Finds Success as Propagandist
412.5.5 Media Relations in Public Relations Mix
1345.9 Summary
422.5.6 The Impact of Media Relations
1355.10 Exercise
432.6 Summary
136References
442.7 Exercise
137Chapter 6 External Relation Bridge
45References
1386.1 Methods of Public Relations : 6.1.1 Current issues in public relations and marketing communications
46Chapter 3 Public Relations In Digital World
1396.2 Press and Printer
473.1 Distinction between PR and relation concept
1406.2.1 Media Writing Features
483.1.1 Justifications and the Cultivation of Beliefs
1416.2.2 The Purpose of Communication
493.1.2 Public Relations as Charismatic Legitimation of Organizations
1426.2.3 Communication Challenges
503.1.3 Vision
1436.2.4 Media Research and Theory
513.1.4 Articulation
1446.2.5 Individual Differences Theory
523.1.5 Sensitivity
1456.2.6 Social Categories Theory
533.1.6 Unconventional
1466.2.7 Social Influence
543.1.7 Relevance for practitioners
1476.2.8 Selective Processes
553.2 Publicity
1486.2.9 Stereotypes
563.2.1 Background
1496.3 Public Relations : 6.3.1 Benefits of Public Relations
573.2.2 Participant Recruitment Procedures
1506.4 Radio and Television
583.2.3 Instrumentation
1516.5 Summary
593.2.4 Future Research Direction
1526.6 Exercise: References
603.3 Advertising and Public Propaganda
153Chapter 7 New Media Technology And Public Relations
613.4 Process and Growth in Public Relations
1547.1 Digital Media
623.5 Public Relations Theory
1557.2 Different Platforms for Blogging
633.5.1 Public Relations Theory
1567.3 Word Press and Editing
643.6 Summary
1577.3.1 A database.
653.7 Exercise
1587.3.2 Programming code.
66References
1597.4 Social Media Network
67Chapter 4 Public Relations Ethics
1607.5 Usage of Social Media
684.1 Ethics in Public Relations
1617.6 Summary
694.1.1 A Tarnished History
1627.7 Exercise: References
704.1.2 A Profession or Professionalism
163Chapter 8 Media Advertising
714.1.3 Dialogic/Discourse Ethics
1648.1 Television
724.1.4 Value Ethics
1658.2 Social Media
734.1.5 Ethical Advocacy
1668.3 Researching
744.1.6 Codes of Ethics
1678.4 Social Media for Academic
754.1.7 Criticism of Ethical Codes
1688.5 Summary
764.1.8 Universal Code of Ethics
1698.6 Exercise : References
774.1.9 Personal Ethics
170Chapter 9 Public Relations Tenets
784.1.10 Application
1719.1 Importance of Public Relations
794.2 Professionalism
1729.2 Strategies used in Public Relations
804.2.1 Public Relations in Britain and Professionalism
1739.3 Responsible Advocacy : 9.3.1 Ethics in Public Relations
814.2.2 Origins of British Public Relations
1749.4 Commercial Advocacy
824.3 Role in Public Relations: 4.3.1 The Concerns of Public Relations
1759.5 Summary
834.4 Ethical Theories: 4.4.1 Types of Theories
1769.6 Exercise : References
844.5 Philosophical Concept
177Chapter 10 Advocating Public Relations Through Organization
854.5.1 How Public Relations Works
17810.1 Journalism and Public Relations
864.5.2 Perspectives on Public Relations
17910.2 Public Relations Critics
874.5.3 Methodologies in Use
18010.3 Emerging Technologies
884.5.4 Public Relations in Social Theory
18110.4 Government Relations and Political Communications
894.6 Ethics and Law
18210.5 Summary
904.6.1 Practical Challenges and Opportunities
18310.6 Exercise
914.7 Summary
184References
924.8 Exercise
185Glossary
93References
186Index
