Chartered Public Relations: Lessons from Expert Practitioners

Chartered Public Relations: Lessons from Expert Practitioners


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The key institution in PR policies, standards and best practice, the Chartered Institute of Public Relations [CIPR] is the professional body for PR practitioners in the UK. In this anthology of 20 essays edited by CIPR President Stephen Waddington, leading chartered practitioners highlight the shift to professionalism in the profession and address current topics such as the quantification of results in PR, internal communications, freedom of information, global communication and more. The essays discuss the shift to the open organization, the application of best practice in different markets and the impact of globalization, and offer reflections on the fundamental theories of PR and their application to modern practice.


Product Details

ISBN-13: 9780749473723
Publisher: Kogan Page, Ltd
Publication date: 02/28/2015
Pages: 336
Product dimensions: 6.00(w) x 9.20(h) x 0.80(d)

About the Author

Stephen Waddington is President of the Chartered Institute for Public Relations and Social Media Director of Ketchum Public Relations.  He is also author and editor of four books published variously by Bloomsbury (Brand Anarchy, 2012; and #BrandVandals, 2013) and Wiley (Share This, 2012; and Share This Too, 2013).

Matt Appleby
, Chart. PR, FCIPR
Catherine Arrow, Chart. PR, FCIPR, FPRINZ
Hilary Berg, Chart.PR, MCIPR
David Crundwell, Chart.PR, FCIPR
Richard Flynn, Chart.PR, MCIPR
Susan Fox, Chart. PR, FCIPR
Professor Anne Gregory, FCIPR
Sukhjit Grewal, Director, Professional Development and Membership, CIPR
Jane Howard, Chart.PR, FCIPR
Paul Noble, Chart.PR, FCIPR
Julie McCabe, Chart.PR, FCIPR
Matt Mckay, Chart.PR, FCIPR
Anne Moir, Chart.PR, MCIPR
Paul Mylrea, Chart.PR, FCIPR
Clare Parker, Chart.PR, MCIPR
Linda Rolf, Chart.PR, MCIPR
Alan Smith, Chart.PR, MCIPR
Sally Sykes, Chart. PR, FCIPR
Martin Turner, Chart.PR, FCIPR
Ben Verinder, Chart.PR, MCIPR
Peter L Walker, Chart.PR, FCIPR

Table of Contents

Foreword: The shift to professionalism in public relations, Professor Anne Gregory

About Chartered Public Relations: Lessons from Expert Practitioners, Stephen Waddington

Becoming a Chartered Public Relations Practitioner, Sukhjit Grewal

Part I The shift to the open organization – the application of public relations within every area of a modern organization

01 Putting citizens at the heart of public relations: Public relations and public value
Paul Mylrea

02 Plus ça change, plus c’est la même chose for public relations?
Alan Smith
Changing some context
Cutting the strings
Then and now: what has changed, what might still change?
What about the media?
Goodbye to the good old days
The structure of public relations consultancies and in-house teams
Where to from here?

03 Death or rebirth: A digital future for PR
Matt Appleby
The impact of social media
The evolution of PR practice
The impact on the individual practitioner
The impact on the emerging profession
Death or rebirth?
2014 update: five years on
Further reading

04 Freedom of information: Is it changing the way we do PR?
Susan Fox
What is Freedom of Information?
Why it matters
Freedom of Information and PR
Guidance for PR practitioners
The current context
Blurring the lines

05 The future practitioner
Catherine Arrow
Practice makes perfect
Practice by association
Role forwards
Further reading

06 Communications shared services in the public sector: An idea whose time has come or a passing phase?
Sally Sykes
The growth of shared services in staff functions
The shared services journey
Applying shared services principles to PR and communications
PR and communications shared services
A perspective for 2014–15: author’s note
Further reading

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

08 An analysis of the role of quantification in public relations evaluation
Paul Noble
Online media
Share of discussion
Content analysis
Further reading

09 Internal communications: Poor relation or powerhouse?
Linda Rolf

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
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

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
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

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
Further reading

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

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

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
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

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


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