Chartered Public Relations

Part II Developing areas of practice - an exploration of the opportunity in developing areas of public relations

07 Passport to the win-win zone? The role of psychology in public relations practice and education
Ben Verinder
Beyond behaviour
Models of excellence
Problem solver
Not the core discipline?
Ethical practice?
Further reading
Notes

08 An analysis of the role of quantification in public relations evaluation
Paul Noble
AVE, OTS and ROI
Online media
Share of discussion
Content analysis
Conclusion
Further reading

09 Internal communications: Poor relation or powerhouse?
Linda Rolf
Notes

10 Communicable viruses: The adaptation of the public relations profession to the changing anatomy of the web
Matt Mckay
The anatomy of the web
Information viruses
Viral hosts
Monitoring and diagnoses
Bedside manner
Superbugs
Self-infection
Immunology
Vaccination
Mutation
Further reading

11 Communications micro-strategies
Martin Turner
Characteristics of a micro-strategy model
A model for micro-strategies
The model in depth
The model in action
Observations on the model
Practical examples
Conclusions
Notes

12 Is public relations evolving into reputation management?
Julie McCabe
What is reputation?
What is the link between PR and reputation?
What are the advantages of having a good corporate reputation?
Can reputation be managed?
Monitoring and measuring PR and reputation
Conclusion
Further reading

Part III The application of best practice in markets - an analysis of the application of public relations in different markets

13 Engineering the future? Using influence to benefit society
Anne Moir
Setting a benchmark
What public affairs were in place?
Developing a new strategic approach to public affairs
Building the State of the Nation's credibility
What made it successful?
Continuing success?
Revitalizing the learned society function
The dilemma
Getting agreement to a new approach
Implementing change
Measuring success
The final challenge
Conclusions
Notes

14 Defining the defence communicator
Clare L Parker
Defence communications organization: background
Competence framework concept
Process of development and implementation
Training delivery
Job profiles and professional development
Use and engagement
The future of the framework and the professionalization agenda
Conclusion
Appendix
Further reading
Notes

15 The evolution of UK public relations consultancies from 1984 to 2009
Jane Howard
Evolution of UK PR consultancies
1984-89: The PR consultancy as a source of editorial expertise
1991-99: PR as part of the marketing mix
2000-09: More than marketing support: increasing expertise, increasing influence
Further reading
Appendix 1
Appendix 2
Appendix 3
Appendix 4

Part IV International - the impact of the globalization of markets on public relations

16 What does it take to be a global communications professional?
David Crundwell
Why are we here as communicators?
So what is good communication?
So what does it take?
The psychology of persuasion
Saying it with words, or not
The smell of a place
Plotting the future
Innovation and change
Understanding personalities at work
Our emotions
Our leaders - reaching out for the X-factor
The final piece of the jigsaw
Empathy, the link to communications
The final test
Conclusion

17 Globalization and national economic development: A role for public relations and communication management
Peter L Walker

Big push and virtuous circles
Big push means balanced growth
Market forces
False dichotomy
Reputation - image, branding and developing countries
From concepts to cases
'Rebranding' emerging economies
The role for public relations
Further reading
Notes

Part V Reflections - an examination of the fundamental theories of public relations and their application to modern practice

18 Is excellence in public relations beyond our reach?
Richard Flynn
What is public relations?
What are the models of public relations practice?
What do public relations practitioners do today?
How do these functions fit within the models of public relations practice?
Is the excellence model relevant today?
Importance of technology in striving for excellence
Conclusions
Recommendations
Further reading

19 The roadmap to excellence in public relations
Hilary Berg
Indicators of excellence
A seat at the table
Listening as well as telling
The internal audience
The need for strategic skills
An emphasis on diversity
Nurturing cultures
Considering the future
Further reading
Notes

20 A critical review: The four models of public relations and the excellence theory in an era of digital communication
Stephen Waddington
Four models of public relations
The excellence theory
Academic criticism
Communication in digital networks
New models of organizational communication
Memes: dynamic communication
Social media doesn't change anything
The Business of Influence
Switching the axis of organizational communication
Conclusion
Notes

Index