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Guided tour About the authors Foreword Preface Acknowledgements Part I 1. Public relations origins: definitions and history, Lee Edwards Introduction Public relations definitions Public opinion: justifying public relations Business, politics and public relations: country case studies Summary Bibliography 2. Management and organisation of public relations, Anne Gregory Introduction Importance of context External environment Internal environment Systems theory Location of public relations in organisations Future of the public relations department Summary Bibliography 3. Role of the public relations practitioner, Meriel Pritchard, Johanna Fawkes and Ralph Tench Introduction Who are the public relations practitioners? Who does what: the bigger picture Role of the communicator What PR people do: individual practitioners Skills for the ideal practitioner Role of theory in practice Professionalism Education and research Summary Bibliography 4. Media context of contemporary public relations and journalism, Neil Washbourne Introduction Contemporary media context: the UK media industry Theories of media Regulating the media: from public interest to the market ‘Public interest’ Issues for PR arising from the global media environment Ethics of journalism and public relations Summary Bibliography 5. Public relations and democracy, Robert Leach Introduction Conditions for representative democracy Criticisms of modern democracy Elections and voting Elections and political parties Pressure groups and democracy Democracy and multilevel governance Public relations and modern democracy Summary Bibliography Websites 6. Community and society: corporate social responsibility (CSR), Ralph Tench Introduction Sustainable business: corporate social responsibility (CSR) Business case for corporate social responsibility: why be socially responsible? Organisational responsibilities to stakeholders Organisational responsibilities to society Regulatory frameworks Ethics and business practice Summary Bibliography Websites 7. International context of public relations, György Szondi Introduction Defining international public relations (IPR) Factors and driving forces behind internationalisation International PR agency networks Global or local approaches to international public relations Structures of international public relations Special areas of international public relations PR for a supranational organisation: the European Union Critical voices in PR Professionalism on a global level: PR as a global profession Summary Bibliography Part II 8. Public relations theories – an applied overview: systems theories, Lee Edwards Introduction Communications theory: laying the foundations Systems theories: emergence of public relations research Extending the systemic view Public relations as relationship management Changes abroad: shifts in society and technology Summary Bibliography 9. Public relations theories – an applied overview: alternative theories, Lee Edwards I...
