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Ebook PDF Public Relations and Strategic Communication
Ebook PDF Public Relations and Strategic Communication
Ebook PDF Public Relations and Strategic Communication
Strategic Communication
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P U B L I C
R E L A T I O N S
A N D S T R A T E G I C
C O M M U N I C A T I O N
Chapter 4 Building Relationships with Audiences, Publics and
Stakeholders: Public Relations as a People-centred Practice
Karen Sutherland
Introduction
Relationships: at the core of public relations practice
Development of relationship management theory
Key relational elements and outcomes of organisational public relationships
The challenges of relationship measurement
Relationship management in the network society
Blending dialogic and relationship management theories
Conclusion
Chapter 5 Internal Communication and Reputation: (Net)Working
Employees
Karen Sutherland
Introduction
External reputation reflects an organisation’s internal health
Public relations as boundary spanning
Communication for community building
Internal communication: tasks and channels
Conclusion
Chapter 6 Change Campaigns: Public Opinion and Inspiration
Karen Sutherland
Introduction
Varieties of public relations campaigns
What is a change campaign?
Theories underpinning change campaigns
Planning and implementing a change campaign
Conclusion
Chapter 7 Community Events and Promotions: When Locals Rise
Karen Sutherland
Introduction
Objectives as event foundation
Budget constraints and the importance of social capital
Stakeholder relations
Planning determines an event’s success
Logistics: how to realise an event concept
Event evaluation: how did it measure up?
Conclusion
Chapter 8 What is Corporate Social Responsibility (CSR)?
Karen Sutherland
Introduction
What is corporate social responsibility?
Perceived benefits and criticisms of CSR
Theories of corporate social responsibility
Corporate social responsibility and its relationship with public relations
Steps to developing a successful CSR campaign
Conclusion
Chapter 9 Political Communication: Public Affairs and Public
Diplomacy
Saira Ali
Introduction
Political communication/public relations
Propaganda anyone?
Public affairs and national politics
Public diplomacy and international politics
Australia–Indonesia relations
Australia–Indonesia diplomatic rollercoaster
Conclusion
Chapter 10 Critical Practice: Issue, Crisis and Risk Communication
Saira Ali and Umi Khattab
Introduction
Issue
Crisis
Communicating across new(s) media platforms
Agenda setting and framing
Crisis management
Conclusion
Chapter 11 The Profession Today: Law, Ethics, Reputation and
Standards
Saira Ali
Introduction
Public relations education
Licensing for public relations?
Public relations ethics
Public relations in the digital age
Public relations and law
Conclusion
Glossary
Answers to Test Yourself Questions
Index
F I G U R E S
4.1 World Vision Australia (2016) updates donors about the projects that it supports
4.9 charity: water publics using Facebook to present a risk to its organisational
reputation
4.10 charity: water using Facebook to minimise reputational risk posed by criticism
posted by publics
4.11 charity: water using Facebook to create a propinquital loop
5.1 Public relations as the boundary spanner through internal communication and
relationship building
3.3 Reporting of the Australian Human Rights Commission’s inquiry into asylum seeker
children in custody on Christmas Island
3.4 Building blocks of the honeycomb model of social media functionality defined
Case study 3.2: Transmedia storytelling: ‘Nike—She Runs the Night’ campaign
Case study 7.1: Sunshine Coast Animal Refuge pop-up pet adoption day
Saira Ali holds a Graduate Diploma in Arts from the University of the Sunshine Coast,
Australia; a Master’s in Transnational Communications and Global Media from Goldsmiths
College, University of London; and a Master’s in English Literature from the University of the
Punjab, Pakistan. Saira has over 10 years of experience in the media industry, having worked
at the top tiers of publishing with Kitab and Oxford University Press, Pakistan. Since
commencing her PhD in 2015 in the School of Creative Industries under the principal
supervision of Dr Umi Khattab, she has been working as Dr Khattab’s Research Assistant and
teaching in public relations and social media courses. During her candidature, Saira
published five co-authored research articles in top-ranking academic journals, including
International Communication Gazette, Global Media and Communication and Media
International Australia.
Dr Umi Khattab is a Senior Lecturer in Public Relations at the University of the Sunshine
Coast (USC). Prior to joining USC, Umi Khattab taught and researched at the University of
Melbourne where she coordinated the honours and postgraduate diploma programs in media
communication for about seven years. Umi was Associate Professor in communication from
1999–2003 and 2009–2011 while teaching and researching in Malaysia where she also wrote
as a columnist and served in various advisory roles. Umi has published widely in peer-
reviewed journals, guest-lectured, workshopped and presented at several prestigious
conferences around the globe. Umi has supervised and examined numerous honours,
Masters and PhD projects in Australia and Malaysia. Her research takes on a
transdisciplinary approach with a focus on new(s) media, global risk and public
communication in the Asia Pacific region. Umi actively works in academic and professional
associations such as the International Association for Media and Communication Research
(IAMCR) where she has been Vice-Chair of the Diaspora and Media Working Party and the
Public Relations Institute of Australia (PRIA) where she was a member of the Education
Community Committee. Umi is currently a member of the Sunshine Coast Council’s
Multicultural Advisory Group (MAG).
A C K N O W L E D G M E N T S
The authors would like to thank the commissioning editors at Oxford University Press,
Debra James, Anne Mulvaney, Mahtab Dubash, Shari Serjeant and Karen Hildebrandt for
their patience, hard work, encouragement and support throughout this project.
We would also like to thank our generous contributors for sharing their time, knowledge
and experience: Alex Lefley – Edelman, Thomas Hunt – Heineken USA (formerly Edelman,
London), Tarnya Dunning – Telstra, Amber James – Fresh PR & Marketing, Min Swan –
Whitehouse Celebrations, Anna Cairo – Anna Cairo Consulting, Prof Naren Chitty –
Macquarie University, and Dr Christopher Galloway – Massey University.
The authors would also like to thank our families for their support and encouragement
throughout the writing of this textbook.
This book is dedicated to our students—past, present and future.
The author and the publisher wish to thank the following copyright holders for reproduction
of their material.
Text: © Australian Copyright Council 2017 for extract from “An introduction to copyright in
Australia” available at: http://www.copyright.org.au; Department of Foreign Affairs and
Trade (DFAT) for extract from (2016a), Public diplomacy strategy 2014-16, available at:
http://dfat.gov.au/people-to-people/public-diplomacy/Pages/public-diplomacy-
strategy.aspx#ftn1 (accessed 12 July 2016); Emerald Publishing Limited for figures and tables
from Ali, S. & Khattab, U. (2016), ‘Australian Talkback Radio Prank Strategy: A Media-made
Crisis’, Journal of Communication Management, Vol. 20 Iss. 1; Sage Publications for table
from Cornelissen, J. (2008), Corporate Communication: A Guide to Theory and Practice, 2nd
edn, Sage, Los Angeles; Taylor & Francis for extract from Elliott, D. (2007), “Getting Mill
right”, Journal of Mass Media Ethics, vol.22, (2-3), pp.100-112. Reprinted by permission of
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sanctissima ! Il est minuit. Le temps est serein ! » Ce chant nocturne,
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