Half title page

Series page

Title page

Copyright

Table of contents

List of figures and tables

Foreword

Preface

Acknowledgements

Chapter 1 NOT ‘JUST’ PUBLIC RELATIONS: PR strategy in a management context

What is strategy?

Power and influence

Diktat vs dialogue

Public relations and organizational culture

Corporate communication academic models

Semantics

Operational strategy

The feedback cycle

Control vs co-dependency

Chapter 2 PR’S PLACE ON THE BOARD: A core governance role

Costing communication

From function to strategy

Cognitive dissonance: coping with conflict

Ordinary PR management

Extraordinary PR management

Implications of ordinary and extraordinary management

The CEO as cultural icon

Performance assessment

Communicating risk

Reputation vs the operating and financial review

Strategic alliances

Crisis and resilience management

What the books say

Managerial perception

Corporate governance

Continuity planning

Chapter 3 REPUTATION MANAGEMENT: A celebrity-driven society

Corporate image

Image and branding

Corporate identity

Visual identity

Logos and livery: semiotics

Substance vs style

Reputation indices

Chapter 4 INTERNAL COMMUNICATION AND PR: Employees as ambassadors

Mayhem vs morale

Privacy and confidentiality

Communication as a core competency

Communicating change

Change development plans

Fairness vs flexibility

Communication as team effort

Chapter 5 BEYOND ‘CUSTOMER IS KING’: Sales and marketing promotion

Conceptual authenticity

Knowledge and skill

Value-added

Competitive advantage

Customer relations

Business-to-business relations

Web analysis and evaluation

Efficiency vs effectiveness

Tools and techniques

Marketing vs manufacturing

Chapter 6 MEDIA RELATIONS: A borderless world view

Mass communication

Rhetoric vs reality

A note on copyright

Message modelling

Think global, act local

Media transparency

Face-to-face or Facebook?

Chapter 7 RESEARCH METHODS: Measures and motives

Art vs science

Validity and reliability

Balanced scorecard

PR industry analysts

Grounded theory

Narrative methods

Deconstruction guidelines

Reading behaviour

Intertextuality analysis

PR as a social science

Chapter 8 THE ETHICAL DIMENSION: A moral imperative

PR vs propaganda

Ethical evaluation

CIPR code of conduct

Online sources

Bibliography

Index