This book reflects the author's views on NGO development in China and includes recent papers, reviews, and policy suggestions he has written. This collection introduces the current state of research on NGOs and their development in China to an English-speaking audience, allowing them to understand China's social reforms, which center on NGOs.

This slim volume hits hard at one major point: public relations practitoners need to abandon their dominant attitude of narrowly serving the needs of their clients and instead attempt to engender a broad-based sense of community. By approaching public relations from this broader perspective both the needs of the client and the community are served. Implicit in this theory is that a closer-knit community will retain more traditional family-based values and therefore comprise a more stable and appreciative economic unit for one's client. "Canadian Journal of Communication"

Public relations is commonly viewed as using persuasive communications to achieve a client's vested goal. Kruckeberg and Starck challenge this oversimplified approach, asserting that public relations is a complex, multi-flow process that should--and can--affect society as a whole. In Part I, they examine critically the historical definition and practice of public relations, outlining the shortcomings of this narrow approach. Part II explores how the community itself has changed. Such issues as the shift from rural to urban life and the attempt to regain a sense of community are discussed. Part III attempts to reconcile the authors' new notion of public relations and community through an in-depth case-study. The results lead the authors to conclude that only if public relations is practiced as an active attempt to build a sense of community can it become a full partner in the communications milieu.

The Public Relations Handbook, 6th edition provides an engaging, in-depth exploration of the dynamic and ever-evolving public relations industry.

Split into four parts exploring key conceptual themes in public relations, the book offers an overview of topics including strategic public relations, politics and the media; media relations in the social media age; strategic communication management; public relations engagement in the not-for-profit sector; activism and public relations; and the effects of globalisation and technology on the field. Featuring wide-ranging contributions from key figures in the PR profession, this new edition presents fresh views on corporate social responsibility, public relations and politics, corporate communication, globalisation, not-for-profit, financial and public sector public relations. The book also includes a discussion of key critical themes in public relations research and exploratory case studies of PR strategies in a variety of institutions, including Extinction Rebellion, Queen Margaret University, Mettis Aerospace, and Battersea Cats’ and Dogs’ Home.

Containing student-friendly features including clear chapter aims, analytical discussion questions, and key further reading throughout the text, The Public Relations Handbook is an ideal resource for students of public relations, corporate and strategic communications, and media studies.

　

Table of Contents

Part I The context of public relations　

What is Public Relations?　Sarah Roberts-Bowman　

Public Relations and Communications　Sarah Roberts-Bowman　

Public relations, politics and the media　Ian Somerville and Sahla Aroussi　

Public Relations and Management　Anne Gregory　

Ethics, professionalism and regulation　Alison Theaker　

Part II Strategic public relations　

Public relations and corporate communication　Emma Wood　

Public Relations and Corporate Identity　Emma Wood　

Risk, Issues and Crisis Management: A Collaborative Role for Public Relations　Heather Yaxley　

Public Relations and Corporate Social Responsibility　Ian Somerville and Emma Wood　

Measurement and evaluation　Mairead McCoy　

The public relations of globalisation　Averill Gordon

Part III Stakeholder public relations　

Media Relations in the Social Media Age Philip Young　

Internal Communications　Liam FitzPatrick　

Financial Communications　Mark Phillimore　

Public sector public relations　Simon Wakeman　

Consumer Public Relations　Michael Frohlich　

Business-to-business public relations　Loretta Milan　

Public relations and engagement in the not-for-profit sector　David Hamilton　

Using New Technology Effectively In Public Relations　Heather Yaxley　

Activism and public relations　Philip Young　

Part IV Shaping the future　

Future challenges for PR　Alison Theaker

This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria. The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change management process towards corporate communication excellence efficiently and effectively. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360 Degrees view of the developments to be realized in the field of corporate communication. A "CC self-test" at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model. "Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications - remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it." Heidi Eusebio, Strategist and Executive Director, Edelman "Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible. But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT." Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM

Media strategist and award-winning journalist David E. Henderson reveals how to navigate today s complex and evolving traditional and online media environments. As new and not-so-new ways of communication collide, it is imperative to maximize an organization s voice and awareness, all with the intent to better connect with audiences.

The online democratization of mass communications is redefining how people connect, businesses work, and governments run. It s a new world business matrix and model. Organizations of all sizes can simply bypass mainstream media to communicate their news, in the way they choose directly to their audience. In the Internet era, the status quo is no longer in the scramble for competitive leadership. It is an ever-changing landscape that can adapt to the needs of the marketplace and the audience instantaneously.

For top executives, leaders, communications professionals and managers, "Making News in the Digital Era" makes sense of the merging old and new media, and delivers practical ways to communicate in our competitive world.

Praise for David E. Henderson:

David Henderson gets it. He knows the online media world and has interesting things to say. Besides, he's the dude who got me on Twitter. Rainn Wilson, actor and creator of SoulPancake.com.

Among the attributes of leadership, the ability to communicate clearly has never been more important than it is today. If you want to become a more effective communicator, David Henderson has the experience and the skills to help. Dan Rather, renowned news anchor and journalist.

The ideal team to improve an organization s communications would have a seasoned network newsman, a successful PR executive, someone with experience in the mainstream media and someone else with expertise in the digital revolution. That team is David Henderson. No one can help you make news in the digital era like he can. Greg Dobbs, veteran ABC News and HDNet television news correspondent.

I m a huge David Henderson fan because he is a success both as an award-winning journalist and as a media-relations pro responsible for stunning successes in generating massive media attention. Making News in the Digital Era is important because you ll learn from someone who knows both sides. Forget the self-proclaimed gurus and pretenders, Henderson is the real deal. David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave.

For courses in public relations. Prepares Students for Public Relations Work with an Emphasis on Ethics and Contemporary, Real-world Applications Featuring an intensely practical approach that favors reasoning, justification, and applications that work, The Practice of Public Relations prepares students for contemporary public relations work in the changing landscape of the 21st century. Fraser Seitel's writing combines a contemporary, real-life approach that marries his experience in the field with a light-hearted, energetic prose style. This edition has been thoroughly updated to include recent public relations cases with a continued emphasis on ethics, using examples that span several fields and countries. Building on the successes of the previous edition, this text remains the most visual text on the market, as well as the most comprehensive in its discussion of social media as it relates to public relations.

Nowhere is the study of workplace ethics more relevant today than in the context of empowering organizations to meet their goals in corporate social responsibility and sustainability (CSR/S). Aimed at helping organizations uphold their commitments to people and the planet as well as profit, these are core goals towards which both PR and HR departments now work. However one major stumbling block is the fact that while internal departments may regularly work closely when managing and communicating with employees, the communication flow tends to be top down. In order to create more socially responsible, sustainable, and ethical organizations, the communication flow must be more organic and bilateral. The question of how both teams could work together on a more even playing field has escaped scholarly inquiry for years. Corporate Social Responsibility, Sustainability, & Ethical Public Relations: Strengthening Synergies with Human Resources examines ways to make CSR/S an integrated ingredient and ethical hallmark for an organization's culture. Here authors from around the globe use a variety of research methods to offer practical, empirical findings, exploring opportunities for employees to serve as a conduit for organizations' CSR/S goals. This book shows how HR-PR department cooperation can fulfil the role of organizational conscience, helping for-profits and non-profits to navigate toward greater CSR/S.

This book emerges from a three-year Australian Research Council-funded study that asks how the formation and (d)evolution of leadership has impacted on public environmental debate. To do this, it draws on extensive news text analysis and public opinion survey data, as well as qualitative interviews with Australian and international movement actors. The volume investigates environmental leadership in a period of rapid political and media change by examining the nature, variety and scope; specifically, how it is understood and generated and how it changes over time. For the first time, the interconnected roles of leaders and media in constructing environmental issues are researched together, providing new evidence-based understandings of the people and processes driving public debate on environmental futures.

Enhance your copywriting skills with psychology-driven techniques to create stand out copy that taps into consumer decision making and sells, using this second edition of the ultimate copywriting survival guide for the 21st century - essential to every marketing or creative professional's bookshelf. With many professionals now developing their skills on the job, it is notoriously difficult to benchmark successful copy. This book provides a step up for those who already know the basics of writing copy, and are seeking more advanced, psychology-driven techniques to gain the competitive edge. With practical insight into human decision making and consumer engagement, it will inspire the clear-cut confidence needed to create, quantify, and sell stand out copy in a cluttered marketplace. Complementing the 'how to' perspective of copywriting, with impressive interviews from leading ad agencies and copywriters across the globe, this second edition addresses the everyday issues faced in a multitude of roles, including: -Practical advice to measure and benchmark effective copy -Guidance on creating and critiquing briefs -New chapters on how to weave copywriting skills into the wider industry -Storytelling and content marketing -The impact of evolving channels like mobile and social media Practical, inspiring and extremely digestible, Persuasive Copywriting is the only vibrant, all-encompassing guide to copywriting that you need.

As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today's consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.

Fundraising Is helps fundraisers build a sustainable plan for their individual and their organization's success. Fundraising is a profession. In any profession there is a need for training and development along with exceptional communication skills and strategy. Fundraisers are often left to their own initiative to learn about an organization and its mission and figure out how to tell the story to supporters and raise significant amounts of money. In contrast, the average sales organization invests nine days of product information and training before they release their team members to generate revenue. For those considering a development position or already working in nonprofits, this book can help you create a successful plan for fundraising to guide you and help your charity. A plan focused on relationships and storytelling more than galas and silent auctions. Whether new to the profession or non-profit organization, Fundraising Is provides insight that sets fundraisers up for success. From creating a plan for the first three months at an organization, to prioritizing the best way to apply their efforts, these tactics can be applied whether working at a small local non-profit or the chapter of an international charity.

"In the dangerous jungle of consumer research, Bonnie Goebert is the ultimate guide. A few hours and the price of this book will quadruple your consumer research investment." —Melinda Davis Wingate, President, The Next Group

"A lot of marketing books start with interesting points, then dissolve into a theoretical realm, but Bonnie Goebert’s work is consistently rooted in real world experience. Her case study examples make this book very worthwhile for any professional who wants to get inside the head of the consumer." —Justin Harrington, Senior Partner, Account Services Bozell

In Beyond Listening, focus group expert Bonnie Goebert explains how to interpret consumer response and turn that information into hard-core benefits for any size company. She presents case studies of her household-name clients, such as Excedrin, Tropicana, and DuPont, to illustrate how companies leverage consumer information to meet changing consumer needs and strengthen loyalty to products. Any merchant, marketer, or retailer will find Beyond Listening invaluable in the ongoing struggle to gain insight into consumer behavior.

Practice-oriented approach gives students a clear view of how the public relations profession is structured and practiced today, while also providing relevant backgrounds in theory and research. Particular attention given to pedagogical features such as scenario-based questionnaires to encourage learning and assist students in developing key competencies. Suitable for introductory public relations courses or modules, most usefully at the undergraduate level.

This book addresses the rapidly changing Business-to-Business (B2B) marketing communication landscape, in particular the shrinking of marketing budgets and the increasing demand for measurable results. Despite the rapid drop of print media usage, the authors suggest the need for increased accountability for the use of advertising media and highlight ways to boost effectiveness. The book provides a robust analysis of the current B2B environment along with a research-informed illustration of the future. Aiming to fill a gap in existing literature and offer new research findings, this study offers a comprehensive guide to assist practitioners in decision-making and a stimulating analysis of the B2B marketing communications landscape which will be of great interest to academics of marketing and communications.

The demand for effective communication and marketing at the campus level has never been more urgent and yet most administrators come into the role with little public relations expertise or background. Schools must navigate incredibly complex societal issues while they compete for students, engage families, and inspire staff and community members to give their best efforts and support. The Communicating Principal: Practical Strategies for School Leaders provides real-world stories, best-practice guidelines, and practical communication checklists designed to help school leaders better understand their community and bring them in to co-create a vision for positive transformation. From social media and websites to crisis and internal messaging, this book shares systems and supports that make communicating easier and more effective. Every topic is covered from the lens of a principal-what you need, how it can be done quickly and inexpensively, and how to measure success so that it can be shared and replicated. Not every school or district can afford a communication professional; The Communicating Principal is the next best thing.

This volume explores the applications of narrative and storytelling in corporate, public health and political communications, and its implications for those fields. Using diverse research methods including surveys, experiments, case studies and content analyses, an international team of authors first explore conceptual and theoretical issues of narrative persuasion, then examine the impact and application of narratives in science communication, political advertising, corporate communication and social movement, before discussing the use of stories in community building, identity construction and civic engagement. This timely volume will be of interest to academics, researchers and graduate students who are interested in narratives and communications, within the areas of public relations, public communication, organizational communication, strategic communication, risk and crisis communication, and political communication.

Addressing 21st-century issues, threats, and opportunities with time-tested principles, this book empowers corporate communications professionals to protect, inspire, and energize organizations in the face of a crisis. Whether due to an external incident or an internal misstep, every major company or institution will find itself scrutinized, its normal operations disrupted, and its reputation and business continuity threatened at some point-and how it prepares for, and reacts to, a crisis can make a critical difference in the ultimate outcome of events. This book focuses on strategic crisis communication as a function of three elements: 1. crisis preparation-establishing a robust and nimble infrastructure and plans, in advance of any crisis 2. crisis management-rapidly gathering information, activating and adjusting plans, making decisions, and relentlessly monitoring outcomes 3. crisis communication-reaching multiple audiences, on multiple platforms, with clear, consistent, and purposeful messages that tell the truth and defend the organization. Bringing together best practices gleaned from hundreds of recent case studies, this book is an unmatched resource enabling corporate communications and PR professionals, and the organizations that employ them, to understand how to weather any reputational storm that may threaten their enterprise.

Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium and long-term business activity and to how organisations deal with issues. This thoroughly revised third edition includes: New international cases and professional exercises that will enable students to work through the cases and apply theory to real-life situations; New discussion questions on important aspects of campaign planning; Chapter exercises that encourage students to think more broadly about communication strategy and work through the particular aspects of a strategy; In Theory panels that highlight key theories and demonstrate important links between theory and practice Accessible and comprehensive, this is an essential text for students of professional communication and professionals transitioning into the field of Strategic Communication.

Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium and long-term business activity and to how organisations deal with issues. This thoroughly revised third edition includes: New international cases and professional exercises that will enable students to work through the cases and apply theory to real-life situations; New discussion questions on important aspects of campaign planning; Chapter exercises that encourage students to think more broadly about communication strategy and work through the particular aspects of a strategy; In Theory panels that highlight key theories and demonstrate important links between theory and practice Accessible and comprehensive, this is an essential text for students of professional communication and professionals transitioning into the field of Strategic Communication.

The rise of Asia has changed the world, now shaped by greater global connectivity, geopolitics and shifting spheres of influence. Tapping into research and decades of experience in the world's fastest-moving markets, this book makes a compelling case for a new and future-ready approach to communications planning and implementation, which the Asian Century demands. Facing a new operating environment, policymakers and business leaders have to act quickly. This book outlines the necessary adjustments to long-established practices and value propositions in both corporate and government communications and provides a step-by-step plan for strategy development, laid out in a two-pronged approach designed to appeal to a multicultural audience. It is an essential read for global practitioners and students in international relations and mass communications.

Embracing listening as a useful tool for strengthening organization-publics and organization-employee relationships, this book offers theoretical and practical insights for listening across myriad strategic communication contexts. Chapters authored by a diverse global collective of communication scholars and professionals present original research and case examples of listening for strategic communication in corporate, government, and nonprofit environments. They explore topics such as utilizing artificial intelligence and social media; activism, social justice, and ethics; and fostering diversity, equity, and inclusion within and outside organizations. Each chapter concludes with recommendations for strategic communication practice. This book will be of interest to researchers and advanced students in public relations and strategic communication, organizational communication, and listening.

Measure, manage and get the most out of your marketing. Key Marketing Metrics is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics, and know exactly how to choose the right one for every challenge. With leading experts, discover how to build your reputation by: Using marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions Applying high-value metrics for virtually every facet of marketing to maximise the return on your investment and identify the best new opportunities for profit Building models to assist with planning to give you the best tools for decision-making In its third edition, this award-winning book now includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity.

The British Media Industries offers an accessible introduction to how the media in Britain operates and the impact that recent political, economic and technological developments have had on the nature of media industries today. Split into two sections, this book starts by exploring approaches to understanding contemporary media industries through political, economic and technological terms. The second section delves further into issues and practices relating to individual media industries including newspapers, magazines, film, television, music, videogames and social media. The book adopts a political economy approach and is designed to engage students in an accessible way with key issues around the ownership and control of different sectors of the British media; UK and EU government regulation of the media, including content regulation and market/economic regulation; and the corporate strategies employed by leading media players, such as the BBC, News Corporation, Google and Apple. Topics are contextualised within an increasingly international media marketplace and students will be familiarised with concepts such as globalisation and media imperialization. End-of-chapter exercises and case studies help readers solidify their understanding of key concepts as they work through the text. This is an essential textbook for undergraduate students approaching British media industries for the first time and will also be relevant to students undertaking introductory courses in Media Management and Media Economics.

The British Media Industries offers an accessible introduction to how the media in Britain operates and the impact that recent political, economic and technological developments have had on the nature of media industries today. Split into two sections, this book starts by exploring approaches to understanding contemporary media industries through political, economic and technological terms. The second section delves further into issues and practices relating to individual media industries including newspapers, magazines, film, television, music, videogames and social media. The book adopts a political economy approach and is designed to engage students in an accessible way with key issues around the ownership and control of different sectors of the British media; UK and EU government regulation of the media, including content regulation and market/economic regulation; and the corporate strategies employed by leading media players, such as the BBC, News Corporation, Google and Apple. Topics are contextualised within an increasingly international media marketplace and students will be familiarised with concepts such as globalisation and media imperialization. End-of-chapter exercises and case studies help readers solidify their understanding of key concepts as they work through the text. This is an essential textbook for undergraduate students approaching British media industries for the first time and will also be relevant to students undertaking introductory courses in Media Management and Media Economics.

The weight of social responsibility in public relations (PR) has never been more pronounced. Ensure the professionalism and credibility of your business using the practical tips and guidance in this book, written by a leading academic in the field and recommended for PR students and practitioners alike. Ethical practice in any professional discipline is guided by age-old philosophical perspectives, but its modern parameters are continually evolving. Ongoing developments in technology, social media and social contexts mean that public relations and its practices are constantly changing, and so do the ethical questions faced by practitioners in the field. Face the ethical questions and dilemmas that are inherent to public relations and ensure you practice across the public relations spectrum in an ethical and socially responsible manner with this fully updated guide, packed with useful tools and insights to support those in PR and corporate communications. Engaging and accessible, Ethics in Public Relations offers a lively exploration of the key ethical concerns present in the public relations world today, written by an accredited academic with over 26 years' professional experience in the field. Fully updated, this third edition includes an entirely new chapter on the uses of ethics in social media, covering topical issues such as blogger engagement and the relationship between employee social media activity and organizational reputation.