1111 2 3 4 5 6 The Public Relations 7 8 9 Handbook 10 11 12 11113 14 15 16 11117 The Public Relations Handbook is a comprehensive and detailed introduction to the 18 theories and practices of the public relations industry. It traces the history and devel- 19 opment of public relations, explores ethical issues which affect the industry, examines 20 its relationship with politics, lobbying organisations and journalism, assesses its profes- 21 sionalism and regulation and advises on training and entry into the profession. 22 The Public Relations Handbook combines theoretical and organisational frameworks 23 for studying public relations with examples of how the industry works in practice. It 24 draws on a range of promotional strategies and campaigns from businesses and consumer 25 groups including Railtrack, Voice of the Listener and Viewer, Marks & Spencer, the 26 Metropolitan Police, the Prince’s Trust, Daewoo Cars and the NSPCC. 27 The Public Relations Handbook includes: 28 29 • interviews with PR practitioners about their working practices 30 • case studies, examples, press releases and illustrations from a range of campaigns 31 from multinational corporations, local government and charities 32 • specialist chapters on financial public relations, business ethics, online promotion 33 and the challenges of new technology 34 35 • over twenty illustrations from recent PR campaigns. 36 37 Alison Theaker was Head of Education and Training at the Institute of Public Relations 38 until January 2001 and was formerly Principal Lecturer and Course Leader in Public 39 Relations at Leeds Business School. She is the co-author of Effective Media Relations. 40 She now lives in Boston, MA. 41 42 43 44 45 46 47 48 49 11150 5111 1 Media Practice 2 3 Edited by James Curran, Goldsmiths College, University of London 4 5 6 The Media Practice handbooks are comprehensive resource books for students of 7 media and journalism, and for anyone planning a career as a media professional. Each 8 handbook combines a clear introduction to understanding how the media work with 9 practical information about the structure, processes and skills involved in working 10 in today’s media industries, providing not only a guide on ‘how to do it’ but also a 11 critical reflection on contemporary media practice. 12 13 Also in this series: 14 15 16 The Newspapers Handbook 3rd edition 11117 18 Richard Keeble 19 20 21 The Radio Handbook 22 23 Peter Wilby and Andy Conroy 24 25 26 The Advertising Handbook 27 28 Sean Brierley 29 30 31 The Television Handbook 2nd edition 32 33 Patricia Holland 34 35 36 The Photography Handbook 37 38 Terence Wright 39 40 41 The Magazines Handbook 42 43 Jenny McKay 44 45 46 47 48 49 1150 5111 1111 2 3 4 5 6 The Public Relations 7 8 9 Handbook 10 11 12 13 14 15 16 11117 18 19 20 21 Alison Theaker 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 TL E D 44 U G O 45 E R 46 • • T a p 47 y u lo ro 48 r G & Francis 49 11150 London and New York 5111 First published 2001 by Routledge 11 New Fetter Lane, London EC4P 4EE Simultaneously published in the USA and Canada by Routledge 29 West 35th Street, New York, NY 10001 Routledge is an imprint of the Taylor & Francis Group This edition published in the Taylor & Francis e-Library, 2002. Disclaimer: For copyright reasons, some images in the original version of this book are not available for inclusion in the eBook. © 2001 Alison Theaker © contributors for their chapters All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data Theaker, Alison. The public relations handbook/Alison Theaker. p. cm. – (Media practice) Includes bibliographical references and index. 1. Corporations–Public relations. I. Title. II. Series. HD59 .T474 2001 659.2–dc21 00-065306 ISBN 0-203-46133-9 Master e-book ISBN ISBN 0-203-76957-0 (Adobe eReader Format) ISBN 0–415–21334–7 (pbk) ISBN 0–415–21333–9 (hbk) 1111 2 3 4 Contents 5 6 7 8 9 10 11 12 11113 14 15 16 11117 Notes on contributors vii 18 Preface ix 19 20 21 Part I The context of public relations 1 22 23 1 What is public relations? 3 24 Johanna Fawkes 25 26 2 Public relations and communications 13 27 Johanna Fawkes 28 29 3 Public relations, politics and the media 24 30 Ian Somerville 31 32 4 Public relations and management 35 33 Anne Gregory 34 35 5 Professionalism and regulation 52 36 37 38 Part II Strategic public relations 63 39 40 6 Corporate communication 65 41 Emma Wood 42 43 7 Corporate identity 74 44 Emma Wood 45 46 8 Public affairs and issues management 93 47 48 9 Business ethics, public relations and 49 corporate social responsibility 107 11150 Ian Somerville 5111 vi Contents 1 Part III Stakeholder public relations 119 2 3 10 Media relations 121 4 5 11 Internal communications 131 6 7 12 Corporate community involvement 147 8 9 13 An introduction to financial public relations 160 10 Keeley Middleton 11 12 14 Public sector public relations 173 13 14 15 Consumer public relations 186 15 16 16 Business-to-business public relations 199 11117 18 17 Cause-related marketing 209 19 20 18 IT sector public relations 218 21 Jo Chipchase 22 23 24 Part IV Shaping the future 239 25 26 19 Changing media 241 27 28 20 Research and evaluation – PR grows up? 253 29 30 21 Future challenges for PR 265 31 32 33 Bibliography 277 34 Index 285 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 1150 5111 1111 2 3 4 Notes on contributors 5 6 7 8 9 10 11 12 13 14 15 16 11117 Jo Chipchase runs Can-U-Hack-It Ltd – a Brighton-based new media company that 18 provides internet, editorial and publicity services to a diverse range of clients. Jo has 19 worked on both sides of the fence – in PR and journalism – and specialised in internet 20 coverage. She also co-runs the UKPress online discussion forum for journalists and PR 21 people <www.ukpress.org>. 22 23 Johanna Fawkes is Course Leader for BA Public Relations at Leeds Metropolitan 24 University (LMU), where she teachers mass communications and social psychology. 25 She has also led the Institute of Public Relations Diploma at LMU. Jo began teaching 26 in 1990, at the London College of Printing, after fifteen years as practitioner, mostly 27 in local government and trade union public relations. After completing an MA in 28 Creative Writing at Lancaster University in 1994, she helped develop, deliver and even- 29 tually lead the BA in Public Relations at the University of Central Lancashire until 30 1998. 31 32 Anne Gregory is Head of the School of Business Strategy at Leeds Metropolitan 33 University. Her main area of interest is public relations as a management function. She 34 headed up the University’s Public Relations Studies Group until 1994. 35 Before moving into academic life nine years ago, Anne was a full-time public rela- 36 tions practitioner and held senior appointments both in-house and in consultancy. Anne 37 continues with consultancy work and is also a non-executive director of Bradford 38 Community Health Trust with special responsibility for communication issues. She is 39 author of Planning and Managing Public Relations Campaigns, editor of the Institute 40 of Public Relations/Kogan Page series ‘Public Relations in Practice’ and managing 41 editor of the Journal of Communication Management. 42 43 Keeley Middleton has worked in financial services and financial PR for 6 years, having 44 begun her career in the beauty industry. In switching career paths she gained a degree 45 from Leeds Metropolitan University in PR and Spanish. Now a director and partner of 46 Millham Communications Ltd, a financial PR consultancy with offices in Leeds and 47 London, Keeley concentrates on northern-based PLCs. 48 49 Ian Somerville (Ph.D., The Queen’s University of Belfast, 1994) is a lecturer in the 11150 Department of Media and Communication Studies at Queen Margaret University 5111 viii Notes on contributors 1 College, Edinburgh. His research interests include political public relations and the 2 discourses utilised by organisations which produce and provide ‘new media’ services. 3 4 Emma Wood MA is a lecturer in Corporate Communication and Course Leader of the 5 Institute of Public Relations’ postgraduate Diploma at Queen Margaret University 6 College, Edinburgh. Before joining academia she worked in public relations, latterly as 7 assistant director of CBI Scotland where she was responsible for the CBI’s public rela- 8 tions north of the border. 9 10 11 12 13 14 15 16 11117 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 1150 5111 1111 2 3 4 Preface 5 6 7 8 9 10 11 12 13 14 15 16 11117 When starting to write this book, my main aim was to provide a textbook which drew 18 on the UK experience of public relations, having been frustrated during many years of 19 teaching the subject that the majority of textbooks originated from and used case studies 20 from the United States environment.