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Exploring Public Relations Exploring
Public Relations
Global Strategic Communication Fourth Edition
Ralph Tench Liz Yeomans ●
Global Strategic Communication
Exploring Public Relations

Exploring Public Relations is the definitive academic text on public relations. Now into its fourth edition, it
continues to offer a critical analysis, blending theory with real-life application, including many case studies, Fourth Edition
exercises and discussion questions. Beloved by practitioners and students alike, this is the ideal accompaniment to
any PR course.
This new edition has been updated with the following features:
● A new chapter on digital and social media with updates to relevant chapters in relation to changes in digital
communications
● Coverage of fashion, beauty and sports public relations
● Societal changes and impact on public relations, for example, how Generation Y interacts with PR
● Updated case studies and mini-cases throughout
Instructor’s manual and slides are available to lecturers.
This is a popular textbook for professional body and professional PR courses, as well as undergraduate and
postgraduate level, as it continues to engage students with the thought processes behind some of the latest PR
stunts.
‘It’s an excellent introductory level textbook with a European perspective on public relations. The combination
of a written chapter with an extensive list of follow up reading is particularly useful. It covers a very wide range
of relevant subjects.’
Derek Hodge, Teaching Fellow, University of Stirling
Professor Ralph Tench is Professor of Communication Education, Leeds Beckett University. Ralph was the subject leader
for public relations and communications at Leeds Metropolitan University for 10 years where he oversaw the expansion of
the undergraduate, postgraduate and professional course portfolio. He is widely published in books and academic journals, Fourth
ranging from management to education journals, and has presented his research around the world.
Edition
Liz Yeomans is Principal Lecturer, Public Relations and Communication, Leeds Beckett University. Since joining the
university in 1994, Liz has helped establish a centre of excellence in public relations education and training. As well as
contributing to the BA (Hons) Public Relations programme, she has developed and taught new courses for working Ralph Tench
professionals – including the nationally recognised qualification, the Chartered Institute of Public Relations Diploma.
●
Liz Yeomans
www.pearson-books.com
Cover image: David Madison/Getty Images

Ralph Tench Liz Yeomans
●
CVR_TENC12183_04.indd 1 15/03/2017 09:09

Exploring Public Relations
A01 Exploring Public Relations 12183.indd 1 23/03/2017 12:51

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Exploring Public
Relations
Global Strategic Communication
Fourth edition
Ralph Tench
Professor of Communication Education, Leeds Beckett University
Liz Yeomans
Principal Lecturer, Public Relations and Communication, Leeds Beckett
University
Harlow, England • London • New York • Boston • San Francisco • Toronto • Sydney • Dubai • Singapore • Hong Kong
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First published 2006 (print)

Second edition published 2009 (print)
Third edition published 2014 (print and electronic)
Fourth edition published 2017 (print and electronic)
© Pearson Education Limited 2006, 2009 (print)

© Pearson Education Limited 2014, 2017 (print and electronic)
The rights of Ralph Tench and Liz Yeomans to be identified as author of this work has been asserted by them in
accordance with the Copyright, Designs and Patents Act 1988.
The print publication is protected by copyright. Prior to any prohibited reproduction, storage in a retrieval system,
distribution or transmission in any form or by any means, electronic, mechanical, recording or otherwise, permission
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Pearson Education is not responsible for the content of third-party internet sites.
ISBN: 978-1-292-11218-3 (print)

978-1-292-11220-6 (PDF)
978-1-292-20034-7 (ePub)
British Library Cataloguing-in-Publication Data

A catalogue record for the print edition is available from the British Library
Library of Congress Cataloging-in-Publication Data

A catalog record for the print edition is available from the Library of Congress
10 9 8 7 6 5 4 3 2 1
19 18 17 16 15
Cover image: David Madison/Getty Images
Print edition typeset in 9/12 pt Sabon LT Pro by SPi Global

Printed and bound by L.E.G.O. S.p.A., Italy
NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION

Brief contents
About the authors xvii

Foreword xxiii
Preface xxv
Publisher’s acknowledgements xxvii
Part 1 The context of public relations 1
1 Public relations origins: definitions and history 3

2 Public relations and the media 20
3 Digital and social media 35
4 Public relations and democracy 60
5 Community and society: corporate social responsibility (CSR) 74
6 Intercultural and multicultural context of public relations 97
7 Role of the public relations practitioner 111
Part 2 Public relations theories and concepts 145
8 Public relations theories: an overview 147

9 Strategic public relations planning and management 168
10 Public relations programme research and evaluation 196
11 Corporate image, reputation and identity 212
12 Public relations, propaganda and the psychology of persuasion 227
13 Public relations’ professionalism and ethics 248
Part 3 Public relations specialisms 267
14 Media relations 269

15 Internal communication 286
16 Managing community involvement programmes 308
17 Issues management 330

vi BRIEF CONTENTS
18 Crisis public relations management 343

19 Public relations and the consumer 362
20 Business-to-business public relations 378
21 Public affairs 392
22 Public relations in the world of finance 412
23 Integrated marketing communications 426
24 Sponsorship 445
Part 4 Sectoral considerations 471
25 Non-government organisations and pressure groups 473

26 Corporate communication 492
27 Celebrity public relations 510
28 Strategic communication and social marketing in healthcare organisations 526
29 What next? Future issues for public relations 538
Glossary 561
Index 567

Contents
About the authors xvii

Foreword xxiii
Preface xxv
Publisher’s acknowledgements xxvii
Part 1 The context of public relations 1
1 Public relations origins: definitions and history 3

Tom Watson
Introduction 4
Proto-public relations: the antecedents of modern public relations 5
The expansion of public relations in the twentieth century 8
The worldwide development of public relations since the mid-twentieth century 14
How public relations grew 15
Summary 16
Bibliography 17
2 Public relations and the media 20

Scott Davidson
Introduction 21
Media environments 21
Exchange theories: the information subsidy 22
Agenda setting and framing 25
Power shift towards public relations practitioners 28
Mediatisation 29
Summary 32
Bibliography 32
3 Digital and social media 35

Jim Macnamara
Introduction: the fourth media revolution 36
Web 1.0: the information age 36
Web 2.0: the social web 38
New media – what’s new, what’s not? 38
Social media and social networks 39
Eight key fundamentals of social media 40
The social organisation and social business 42
Functions vs dysfunctions 42
Who owns social media in organisations? 44
How practitioners are using social media 45
PR practices in digital and social media 46

viii CONTENTS
Web 3.0: the Semantic Web 53

Ethics 54
Summary 54
Bibliography 54
4 Public relations and democracy 60

Neil Washbourne
Introduction 61
Democracy, media and expertise 61
PR’s relation to democracy since the 1980s 62
PR’s contribution to democracy 63
PR versus democracy 64
PR ethics codes and democracy 66
The problem of (PR’s) expertise for democracy 69
Summary 70
Bibliography 70
5 Community and society: corporate social responsibility (CSR) 74

Ralph Tench
Introduction 75
Social and economic change 75
Sustainable business: corporate social responsibility (CSR) 77
Business case for corporate social responsibility: why be socially responsible? 80
Organisational responsibilities to stakeholders 82
Organisational responsibilities to society 83
Regulatory frameworks 87
Ethics and business practice 88
Summary 93
Bibliography 94
Websites 96
6 Intercultural and multicultural context of public relations 97

Dejan Verčič
Introduction 98
The context of culture 98
Public relations and culture 99
Between universalism and relativism 100
Global principles and specific applications 101
Social media and activists in the global village 103
Uneven globalisation 104
How to prepare for international and global public relations 104
Key principles in intercultural and multicultural public relations 106
Public diplomacy 106
Summary 108
Bibliography 108
Websites 110
7 Role of the public relations practitioner 111

Ralph Tench and Lucy Laville
Introduction 112
Who are the public relations practitioners? 112

CONTENTS ix
Who does what: the bigger picture 113

Role of the communicator 118
The PR practitioner as ‘communicator’ 119
What public relations people do: individual practitioners 124
Skills for the ideal practitioner 124
Role of theory in practice 134
Professionalism 136
Education and research 139
Summary 140
Bibliography 140
Webpage 143
Part 2 Public relations theories and concepts 145
8 Public relations theories: an overview 147

Martina Topić
Introduction 148
Communication theories in public relations 148
Relationship theories of public relations 150
Social influence theories 154
Mass communication theories 155
Rhetoric and engagement in public relations 157
Feminism and public relations 158
Postmodern and socio-cultural theories of public relations 159
Summary 163
Bibliography 163
9 Strategic public relations planning and management 168

Anne Gregory
Introduction 169
The importance of context 169
External environment 170
Internal environment 174
Implications of context 175
Strategic public relations programmes and campaigns 176
Why planning is important 177
Underpinning theories: the systems context of planning 177
Approaches to planning: the planning template 178
Summary 191
Bibliography 194
10 Public relations programme research and evaluation 196

Paul Noble
Introduction 197
Barcelona Principles 197
Valid metrics guidelines 198
Quantification of public relations 199
Objective setting 201
Research 202
Outcome evaluation 206
Output evaluation 207

x CONTENTS
Content analysis 208

Social media 208
Summary 210
Bibliography 210
11 Corporate image, reputation and identity 212

Finn Frandsen and Winni Johansen
Introduction 213
The controversy of image in public relations 213
Corporate image and reputation 214
New concepts 215
Corporate identity 216
Reputation management and corporate branding 218
Measuring corporate image and reputation 222
A critical point of view 223
Summary 224
Bibliography 224
Websites 226
12 Public relations, propaganda and the psychology of persuasion 227

Johanna Fawkes
Introduction 228
Public relations and propaganda 228
Public relations and persuasion 231
Who says: the question of credibility 233
Says what: the nature of the message 234
To whom: the audience perspective 237
To what effect: forming and changing attitudes and beliefs 238
Summary 244
Bibliography 244
Websites 247
13 Public relations’ professionalism and ethics 248

Johanna Fawkes
Introduction 249
Defining professions 250
Is PR a profession? 251
Professional ethics: an overview 252
The ethics of codes 254
Approaches to public relations ethics 255
The practitioner perspective 259
Summary 262
Bibliography 262
Part 3 Public relations specialisms 267

14 Media relations 269
Richard Bailey
Introduction 270
Media relations, publicity and public relations 270
Advertising or editorial 271

CONTENTS xi
Origins and development 272

Hacks versus flacks updated 273
Practical media relations 274
Evaluating media coverage 276
Influencer relations, content marketing and brand journalism 278
Summary 284
Bibliography 284
Websites 285
15 Internal communication 286

Liz Yeomans and Liam FitzPatrick
Introduction 287
What is internal communication? Perspectives and definitions 287
What does an internal communication function do? 289
What matters to employees: motivation in the workplace 291
Planning internal communication 292
Outcomes rather than outputs: choosing effective channels 299
The importance of evidence in IC planning and evaluation 302
Approaches to information gathering 303
Professionalisation: attributes, competencies and skills in internal communication 304
Summary 305
Bibliography 305
16 Managing community involvement programmes 308

Ralph Tench and Mavis Amo-Mensah
Introduction 309
Corporate community involvement (CCI) programmes 309
Employees and community programmes 314
Cause-related marketing (CRM) 316
Developing community programmes 322
Evaluating community programmes 325
Summary 328
Bibliography 328
Websites 329
17 Issues management 330

Tim Coombs
Introduction 331
Origins and essence and essence of issues management 331
Models of issues management 332
Expanding issues management beyond public policy 337
The big picture of issues management 340
Summary 341
Bibliography 341
18 Crisis public relations management 343

Tim Coombs
Introduction 344
Crisis public relations management: the context 344
Where do crises come from? 346
How to prepare for a crisis 348

xii CONTENTS
Communicating during a crisis 350

The internet and crisis public relations management 356
Summary 359
Bibliography 359
19 Public relations and the consumer 362

Paul Willis
Introduction 363
Public relations and marketing 363
Targeting and tailoring 365
Putting lipstick on a pig 365
Core activities 366
The media landscape: continuity and change 368
A shift to owned media 369
Branded content 370
Virtual influence 371
It’s going to be a bumpy ride 373
Land-grab and reinvention 373
New activities and practices 375
Summary 375
Bibliography 376
20 Business-to-business public relations 378

Helen Gill (née Standing)
Introduction 379
Core principles of business-to-business (B2B) public relations 379
B2B media relations 380
B2B social media 384
Coordinating the communications disciplines 387
Building corporate reputation 389
Summary 391
Bibliography 391
Websites and social media 391
21 Public affairs 392

Danny Moss
Introduction: why public affairs? 393
Locating the role of public affairs within the organisation 393
Defining public affairs: a confused professional identity 394
The scope of public affairs 394
Lobbying 396
International perspectives on public affairs and lobbying 401
Public affairs management 402
Summary 409
Bibliography 410
Websites 411
22 Public relations in the world of finance 412

Clea Bourne
Introduction 413
PR for global financial centres: the context 414
Public relations in wholesale financial markets 415

CONTENTS xiii
Public relations in retail financial markets 416

Media in financial centres 419
The global financial crisis 422
Summary 424
Bibliography 424
23 Integrated marketing communications 426

Neil Kelley
Introduction 427
Defining integrated marketing communications (IMC) 428
The planning process 430
Audiences 434
Marketing communications tactics 437
Touch points 439
Summary 442
Bibliography 443
24 Sponsorship 445
Ryan Bowd, Ioannis Kostopoulos and Ralph Tench
Introduction 446
Sponsorship: an overview (facts and figures) 449
Definitions of sponsorship 450
Benefits from a successful sponsorship 454
Activation strategies: in-depth case studies 456
Drivers of success 459
Developing a sponsorship strategy 461
Communicating a sponsorship 464
Evaluating sponsorship 466
Summary: the future of sponsorship 467
Bibliography 468
Websites 469
Part 4 Sectoral considerations 471
25 Non-government organisations and pressure groups 473

Nilam Ashra-McGrath
Introduction 474
What is an NGO? 474
Fishes and ponds: the international development context 477
What has changed for communicators in NGOs? 477
The importance of knowledge networks for NGO communicators 477
Common communication issues facing NGOs 478
Relationships with donors 478
Communication in small NGOs 480
PR and its link to fundraising 481
The power of the website 481
Advocacy and campaigning 481
Getting donations 483
Brand, reputation and identity 483
NGOs as corporations and superbrands 484

xiv CONTENTS
Summary 488
Bibliography 489
Websites 491
26 Corporate communication 492

Emma Wood
Introduction 493
Defining the term ‘corporate communication’ 493
The purpose of corporate communication (or frameworks for practice) 494
Corporate communication in practice 496
The organisational context: how corporate communication fits into organisational structures 502
Summary 507
Bibliography 507
27 Celebrity public relations 510

Kate Fitch
Introduction 511
What is celebrity? 511
Celebrity PR 511
Celebrity and society 512
Celebrity and the internet 513
Celebrity PR in practice 517
Celebrity in different contexts 519
Summary 523
Bibliography 523
Websites 525
28 Strategic communication and social marketing in healthcare organisations 526

Paul Willis
Introduction 527
A healthy obsession 527
What do health communicators do? 528
Health communication and wicked problems 529
Social marketing to the rescue? 532
Summary 536
Bibliography 537
29 What next? Future issues for public relations 538

Ralph Tench and Liz Yeomans
Introduction 539
Campaigning and pressure groups 539
Internationalisation of public relations 539
Publics 540
Public relations’ identity 541
Issues 542
Technology 543
Practitioner roles and professionalism in public relations 543
Specialisation of public relations practice 544
Media fragmentation 546
Education 547

CONTENTS xv
Future trends and issues for public relations 548

Summary 557
Bibliography 558
Websites 560
Glossary 561
Index 567
Lecturer Resources ON THE

WEBSITE
For password-protected online resources tailored to
support the use of this textbook in teaching, please visit
www.pearsoned.co.uk/tench

About the authors
Professor Ralph Tench is a full professor of commu- Professor Tench is a past external examiner for
nication education and a past director of research for many UK and European universities, as well as a
the Faculty of Business and Law at Leeds Beckett visiting professor. His doctoral students are engaged
University, with responsibility for the research strat- in research on issues of strategic communication
egy for over 150 academics representing law, related to trust, responsibility, reputation and brand-
accounting and finance, strategy and economics, ing, health communication and relationship manage-
marketing and communications and human resource ment. He also supervises students on issues of
management. professionalisation and the development of the pub-
Dr Tench is the former subject head for public rela- lic relations discipline. He has chaired over 30 PhD
tions and communication at Leeds Beckett University, examinations and sat on panels for candidates in the
where for ten years he oversaw the expansion of the UK, South Africa, Hungary, Ireland, Australia and
undergraduate, postgraduate and professional course Denmark.
portfolio. As professor he teaches on undergraduate Professor Tench is president-elect of the European
and postgraduate programmes, as well as supervising Public Relations Research and Education Association
MA and PhD research students. His current focus is (EUPRERA) and is a past board member of the asso-
on developing and delivering major research projects ciation since 2013. He is also past head of the Scientific
in public relations and strategic communication in the Committee for the Annual Congress (2009–2015).
UK and worldwide. He was the principal investigator He is a member of the International Communication
for the first and largest EU public relations funded Association (ICA) and sits on the editorial board for
programme, the ECOPSI (European Communications the Journal of Communication Management, the
Practitioners Skills and Innovation) programme. This Journal of Further and Higher Education, Corporate
project explored the education, skills and competency Communications: An International Journal, Public
needs of European communication practitioners Relations Review and the International Journal of
(www.ecopsi.org.uk). The three-year project contrib- Strategic Communication.
uted to competency frameworks for communications Ralph is a regular guest and keynote speaker at
and the production of self-diagnostic tools (www academic and practitioner conferences and his
.p4ace.org). This research builds on another interna- research has been published and disseminated in
tional longitudinal research project (that celebrated over 200 books and journals worldwide. Previous
its 10th year in 2016) funded by European bodies editions of Exploring Public Relations have been
and private sector business, the European translated into several European languages. Dr
Communication Monitor (ECM) survey. The ECM Tench has edited two volumes on his research
(www.communicationmonitor.eu) is a qualitative and interests in corporate social responsibility with
quantitative trend survey of European communica- Emerald – Corporate Social Irresponsibility: A
tions directors using a sample of over 3000 practitio- challenging concept (2013) and Communicating
ners from 46 countries each year. Reflecting the Corporate Social Responsibility (2014). In 2017
breadth of his research experience and application, he published Communication Excellence: How to
Professor Tench has recently directed another develop, manage and lead an exceptional commu-
European-funded project exploring deliberative nication department.
engagement and working in the SME sector (sme-
engagement.eu) as well as supporting research proj- Dr Liz Yeomans is principal lecturer and former sub-
ects such as the Public Health England Whole Systems ject group head for public relations and communi-
Obesity multi-disciplinary project. cation at Leeds Business School (Leeds Beckett University),

xviii ABOUT THE AUTHORS
where she leads on research development and chairs

the research ethics committee.
The contributors
Since joining the institution in 1994, Liz has
Dr Mavis Amo-Mensah completed her PhD with
helped establish a leading centre in public relations
Professor Ralph Tench at Leeds Beckett University in
education. As well as contributing to the university’s
corporate social responsibility. She is a lecturer in
BA (Hons) Public Relations, Liz has led the develop-
Communication at the Department of Communication
ment of courses for working professionals and estab-
and Media Studies, University of Education, Winneba,
lished masters programmes in public relations and
Ghana. She has taught various courses in communica-
corporate communications, including a Master in
tion since 2007. Mavis is an alumna of the Chartered
International Communication together with four
Institute of Public Relations and member of the
European institutions that comprise the Geert
Institute of Public Relations, Ghana. She currently
Hofstede Consortium. Her teaching focuses on the
serves as member of the Integrated Reporting steering
social psychology of communication, research meth-
committee of the Centre for Governance, Leadership
ods, public relations theory, stakeholder relations
and Global Responsibility at Leeds Beckett University.
and employee communication at undergraduate and
Her research interests focus on corporate communica-
postgraduate levels.
tion, public relations, corporate social responsibility
Among her achievements, Liz obtained funding for
and sustainability communication.
and led a successful Erasmus programme, Women in
Public Relations in Europe in 2014. The programme, Dr Nilam Ashra-McGrath is a research communica-
organised with partners at Istanbul University and tions specialist and researcher for the non-profit sector.
LMU, Munich, attracted over 20 postgraduate stu- She has extensive experience in communication and
dents to a two-week residential summer school to training roles for development agencies and charities in
research and debate gender equality in the communi- the Philippines, Republic of Maldives, Sri Lanka,
cation disciplines. In addition, Liz has supervised Nepal, Bangladesh and the UK. She delivers work-
numerous student research projects, three of which shops on using plain English and storytelling to com-
have gone on to win the annual EUPRERA Jos municate research findings to multiple audiences, and
Willems dissertation prize. is the creator of ‘The Ups and Downs of PhDs’ work-
Liz’s research interests include emotion work in PR shop series. Her research interests include open access
(the topic of a monograph for Routledge, forthcom- challenges for researchers, media representations of
ing); women and gender equality; fair internships in development issues, oral histories, using diaries in
the communication industries; employee engagement research, and the sociology of communications work.
and qualitative research in communication. She
supervises doctoral work releated to these areas. She Richard Bailey FCIPR MPRCA is an experienced pub-
has published in the Journal of Communication lic relations educator. He has taught in universities
Management, Corporate Communications: An since 2003, has been a professional trainer and has
International Journal, PRism online journal, Public taught on and assessed professional qualifications. He
Relations Inquiry and the Romanian Journal of previously worked as a PR consultant and PR manager
Communication and Public Relations, where she has in the technology sector (including time as chief press
guest-edited a special issue on qualitative research in officer for a FTSE 250 company) and before that wrote
communication. Liz has presented at several interna- for a business magazine about technology. He has
tional conferences including BledCom (Bled edited Behind the Spin magazine (www.behindthespin
International Research Symposium), EUPRERA .com) since 2008 and has published and presented on
annual congress, and ICA and has reviewed numer- media relations, social media, public relations educa-
ous conference papers and journal articles. tion and aspects of the history of public relations.
In addition to her administrative, research, and
teaching duties, Liz has extensive experience as an Dr Clea Bourne is a lecturer in public relations, adver-
external examiner at UK universities including Cardiff, tising and marketing at Goldsmiths, University of
Bournemouth and Robert Gordon (RGU), Aberdeen. London. Her research critically explores the media-
Before joining academia, Liz held communication tion of finance. This has encompassed close scrutiny
management roles in UK government and local of communication practices by a range of financial
g overnment. institutions including central banks, hedge funds,

ABOUT THE AUTHORS xix
rating agencies, investment banks, life insurers and books include Public Relations Strategy and
Ponzi schemes. Her work has been published in Application: Managing Influence, Managing Corporate
Culture and Organisation, Public Relations Inquiry, Social Responsibility: A Communication Approach
Journal of Public Relations Research and New Media and the award-winning It’s Not Just PR (all co-
and Society, as well as several edited collections. Her authored with Sherry Holladay). He is currently the
forthcoming monograph, Trust, Power and Public editor of Corporate Communication: An International
Relations in Financial Markets, will be published by Journal and is a member of the Arthur Page Society.
Routledge.
Dr Scott Davidson researches and teaches public rela-
Ryan Bowd is an award-winning strategic marketing tions, lobbying and campaign strategies at the
and PR practitioner, who mixes a professional life of University of Leicester, UK. Recently he has been
communications practice and academic teaching and researching PR and democracy, particularly in his role
learning. Currently he acts as a consultant and advisor as director of the EURPREA network on lobbying, as
to several key organisations and individuals in the well as agonistic theories that tell us why PR should
Qatar region and globally, including Josoor Institute, be doing more to stir up public passions on important
in the areas of sport, event business and education. In issues. He maintains a longstanding interest in com-
his previous role as director of education for Josoor munications and ageing. Before becoming an aca-
Institute, he helped to launch Josoor Institute and demic he worked in media relations and campaigns
deliver programmes in sport and events to over 1500 management for organisations such as AGE UK. In his
delegates from over 90 countries. Prior to this he was teaching he strives to inspire students to become inde-
head of practice for sport development, education and pendent, strategically reflective, ethically grounded
mass participation for IMG; where clients included the practitioners.
Abu Dhabi Tourist and Cultural Authority, Adidas
Eyewear, Asics, Etihad, Gatorade, GE, GE Capital, Dr Johanna Fawkes is principal research fellow at
inov-8, International Hotels Group (IHG), Tata Huddersfield University, UK, where she is principal
Consultancy Services and the Supreme Committee for investigator leading a major global research project
Delivery & Legacy. He also worked at Weber into public relations, professionalism and capability.
Shandwick Public Relations and owned 1090 commu- Since 1990, she has developed and delivered public
nications, the latter of which he sold to Connectpoint relations degrees, professional courses and doctoral
PR (now Amaze PR). Bowd has also lectured at Leeds programmes at three UK and one Australian univer-
Beckett University, Manchester Metropolitan sity. Before becoming an academic, Johanna worked
University and Leeds University at undergraduate and in senior press and PR roles in the public sector. In
postgraduate levels in a range of positions. recent years she has delivered keynote speeches, writ-
ten numerous conference and journal articles, chap-
Professor W. Timothy Coombs, PhD, is a full professor ters for leading textbooks and a well-received book,
in the Department of Communication at Texas A&M Public Relations Ethics and Professionalism: the
University and an honorary professor at Aarhus Shadow of Excellence (Routledge 2015).
University in Denmark. His research areas include
crisis communication, activist use of the Internet to Dr Kate Fitch is a senior lecturer and academic chair
pressure organisational change, and issues manage- at Murdoch University in Perth, Australia, where she
ment. He is past recipient of the Jackson, Jackson and has taught since 2001. She has published extensively
Wagner Behavioural Research prize from the Public on diverse public relations topics, including gender,
Relations Society of America. His articles have popular culture, pedagogy, and history. Her book,
appeared in a variety of international journals and his Professionalizing Public Relations: History, Gender
book chapters have appeared in major works in the and Education, was published in 2016. Recent publi-
field of public relations, including the Handbook of cations focus on gender in public relations and on
Public Relations and Encyclopedia of Public Relations. promotional culture. Her current research investigates
His crisis books include the award-winning Ongoing historical representations of female practitioners and
Crisis Communication and Code Red in the celebrity public relations. Kate is on the editorial
Boardroom, and he co-edited The Handbook of Crisis boards of Public Relations Review, Public Relations
Communication with Sherry Holladay. His other Inquiry and PRism.

xx ABOUT THE AUTHORS
Liam FitzPatrick is a consultant specialising in change Professor Anne Gregory is chair of corporate com-
communications and works around the world with a munication at the University of Huddersfield and
wide range of organisations. Before concentrating on immediate past chair of the Global Alliance. Anne
employee communications he worked in corporate heads specialist research and consultancy pro-
PR. In addition to his work as a practitioner he grammes for public and private sector clients such as
teaches and writes extensively; he authored a book on the UK Cabinet Office, large Government
internal communications and has contributed chap- Departments and Tesco Corporate. She has led two
ters to a number of textbooks and handbooks. He is global initiatives, being a co-convenor of the
particularly interested in the tools and techniques used Stockholm Accords and the Melbourne Mandate
in practice and how good communication brings tan- projects, and she is currently leading the Global
gible benefits to organisations, their work forces and Capabilities project. She is an advisor to UK
stakeholders. Government, having completed three attachments,
and is a Departmental Reviewer for the Prime
Professor Finn Frandsen is professor of corporate Minister’s and Cabinet Office. Anne was president
communication and director of the Centre for of the Chartered Institute of Public Relations (CIPR)
Corporate Communication at the School of Business in 2004, leading it to Chartered status. She was
and Social Sciences, Aarhus University (Denmark). awarded the CIPR Sir Stephen Tallents Medal in
His primary research interests are crisis communi- 2010 for her outstanding contribution to the profes-
cation and crisis management, environmental com- sion and is the only UK academic to be given the
munication, corporate communication, public Pathfinder Award for her outstanding contribution
relations, marketing communication and organisa- to research by the US-based Institute for Public
tion and management theories. Finn has been a Relations. Dr Gregory has written and edited 20
visiting professor at Copenhagen Business School, books, including the globally available CIPR series,
BI Norwegian Business School, Lund University, authored 30 book chapters and 50 refereed journal
Aalto University, ICN Business School, IULM articles and conference papers. She was editor-in-
University, USI Università della Svizzera Italiana, chief of the Journal of Communication Management
and Dakar Business School. He has edited and writ- until 2016.
ten numerous books, book chapters and journal
articles. He is regional editor (Europe) of Corporate Dr Winni Johansen is professor of corporate commu-
Communication: An International Journal. In 2006, nication and director of the Executive Master’s
he was elected Teacher of the Year at the Aarhus Programme in Corporate Communication at the
School of Business. School of Business and Social Sciences, Aarhus
University (Denmark). Dr Johansen’s research inter-
Helen Gill (nee Standing) is founding director of ests include crisis communication and crisis manage-
award-winning content-marketing agency Engage ment, environmental communication, corporate
Comms Ltd, working with clients in a range of sectors communication, public relations, marketing commu-
from professional services to property. She has an MA nication, visual communication and organisational
in public relations and over 10 years’ experience culture. Winni has been a visiting professor at
working in a variety of communications roles in con- Università della Svizzera Italiana (Lugano), ICN
sultancy and in-house in both the public and private Business School, BI Norwegian Business School,
sectors. She has been named Outstanding Young Copenhagen Business School, IULM University, Lund
Communicator by the CIPR, one of PR Week’s ‘Top University, Aalto University and Dakar Business
29 under 29’ and a finalist for Some Comms’ brightest School. Her research has been published in numerous
social media communicator under 30. Her business, books, book chapters and journal articles. In 2004,
Engage Comms, has won CIPR awards for Best Use of she was elected Teacher of the Year at the Aarhus
Digital and Business and Corporate Communications School of Business.
for its work with clients such as a medium-sized con-
struction firm. She is an experienced public speaker, Neil Kelley is a chartered marketer and a senior lec-
delivering training on topics including ‘personal turer responsible for undergraduate marketing course
branding for partners of professional services firms’ leadership at Leeds Beckett University. He is a lead
and she is co-author of Amazon e-book ‘Power Your examiner at the CIM, for both the CIM Digital
Personal Brand for 2013’ aimed at business-to- Marketing and CAM Mobile Marketing in Practice
business professionals. modules, and an examiner at the University of

ABOUT THE AUTHORS xxi
Cambridge. Neil specialises in marketing communica- of 15 books including The 21st Century Media (R)
tions, with a strong focus on digital, and has contrib- evolution: Emergent Communication Practices (Peter
uted chapters to a number of print and audio books Lang, New York, 2014) and Organizational Listening:
for the CIM and FT Prentice Hall, as well as co- The Missing Essential in Public Communication
authoring Customer-Centric Marketing for Kogan (Peter Lang, New York, 2016).
Page. As a former marketer, Neil has provided train-
ing and services for companies such as Electronic Arts, Dr Danny Moss is professor of corporate and public
Toyota, Trading Standards Institute and a number of affairs at the University of Chester. Prior to moving to
professional bodies. Chester, he was co-director of the Centre for Corporate
and Public Affairs at the Manchester Metropolitan
Dr Ioannis Kostopoulos is a principal lecturer at Leeds University Business School, and programme leader for
Business School, Leeds Beckett University. Previously the University’s master’s degree in international public
he taught marketing and PR at several universities in relations. He also established and led the first dedi-
the UK, Greece and Italy. He has directed or/and par- cated master’s degree in public relations at the
ticipated in consulting and market research projects in University of Stirling in the late 1980s. He is a former
many countries, working with companies and organ- external examiner for postgraduate programmes at
isations such as Vodafone, Yamaha-Motor, E.E.T.T. Leeds Metropolitan University. He is also the co-
(the Greek national provider of telecommunications founder of BledCom, the annual global public rela-
and post offices) and many others. He has more than tions research symposium that is held at Lake Bled,
40 publications in peer-reviewed journals such as the Slovenia. Danny is co-editor of the Journal of Public
Journal of Strategic Marketing, International Journal Affairs, has published articles in a wide range of inter-
of Innovation Management and Managing Service national journals and has authored and co-authored a
Quality. He is a member of the European Marketing number of books, including Public Relations Research:
Academy, the Academy of Marketing Science (USA), An International Perspective (1997), Perspectives on
the Higher Education Academy (UK) and the Public Relations Research (2000), Public Relations
Economic Chamber of Greece. His areas of expertise Cases: International Perspectives (2010) and Public
include services marketing, innovation, sponsorship Relations: A Managerial Perspective (2011).
and sports PR.
Paul Noble is a PR trainer, educator, consultant, and
Dr Lucy Laville is a senior lecturer in public relations mentor. His background includes setting up and manag-
at Leeds Beckett University. She has 15 years’ experi- ing PR consultancies, senior in-house corporate commu-
ence in PR and marketing practice, having worked for nications experience, and a spell as an academic, running
global brands and a national charity, as well as a PR the PR degree at Bournemouth University. Paul is the
agency. She was head of communication at Leeds co-author of Evaluating Public Relations (Kogan Page).
Metropolitan University (now Leeds Beckett As a trainer, he delivers short courses on a range of PR
University), before joining the PR and communication topics for the CIPR, UK Government and others, at
academic subject group in 2006. Lucy has experience home and abroad. As an educator, he is chief examiner
in a range of areas, including media relations, crisis for the CIPR’s Advanced Certificate and two units of the
management, internal communications, community CIPR Diploma. Paul is also heavily involved in the online
relations, public affairs and marketing. She has spo- AMEC College. He is a lead assessor for the CIPR’s
ken at academic and PR professional conferences and Chartered Practitioner status. Finally, as well as mentor-
has a research interest in networking and mentoring in ing individuals, he provides management support to
the PR industry. growing PR consultancies.
Professor Jim Macnamara, PhD, is professor of public Dr Martina Topić holds a PhD in sociology (University
communication at the University of Technology of Zagreb, 2013), postgraduate diploma in media and
Sydney, a role he took up in 2007 after a distinguished journalism (City University, London, 2007), and MA
30-year career in professional communication prac- degrees in political science and journalism (University
tice spanning journalism, public relations, and media of Zagreb, both in 2003). She has worked as a jour-
and communication research. He is internationally nalist for print media in Croatia, Slovenia and Italy
recognised for his research in relation to measurement (2003–9), as a research fellow at the University of
and evaluation of public communication, social Zagreb (2007–13), and as a researcher on two large
media, and engagement and listening. He is the author international projects, ‘UNESCO Media development

xxii ABOUT THE AUTHORS
Indicators’ (2007–8) and ‘FP7 Identities and Dr Paul Willis is a researcher and teacher of public
Modernities in Europe’ (2009–12). She worked as a relations at Leeds Business School. He works with
graduate teaching assistant (2014–16), and since May professional communicators in government, NGOs
2016 as a lecturer in public relations at Leeds Business and the private sector. Paul was the joint recipient of
School, Leeds Beckett University. She is a co-founder the National Communication Association PRIDE
of the Centre for Research in Social Sciences and Award for outstanding contribution to public rela-
Humanities and fellow of the Higher Education tions education. In 2016, he was appointed a member
Academy. Her research interests include wider fields of the Government’s Future Communication Council
of media and journalism, Public Relations, womens by the Prime Minister’s Office and Cabinet Office. He
studies, Jewish studies and cultural management. was a board director in a PR consultancy before join-
ing academia and worked as a communication advisor
Dr Neil Washbourne is senior lecturer in media stud- for organisations including BMW, BT, Ernst & Young,
ies at Leeds Beckett University. He teaches and pub- RWE, Proctor & Gamble, Walmart, the NHS, UK
lishes on media, politics, democracy and celebrity. He Sport and The Football Association. His research can
published Mediating Politics: Newspaper, radio, tele- be found in leading academic journals and text books
vision and Internet (McGraw Hill /Open University in the PR field. Paul is the co-author of Strategic
Press) in 2010. He serves on the editorial boards of Public Relations Leadership which explores the key
Media Education Research Journal and Celebrity facets of leadership for communication professionals.
Studies. He is currently working on a book on United He is a visiting fellow at The University of Waikato in
Kingdom inter-war radio celebrity. New Zealand.
Professor Tom Watson is emeritus professor of public Emma Wood is senior lecturer in public relations at
relations in the Faculty of Media and Communication Queen Margaret University, Edinburgh, and a coordi-
at Bournemouth University. He ran a successful PR nator of QMU’s Centre for Dialogue. Her research and
consultancy for 18 years and was chairman of the communications practice focuses on the use of dia-
UK’s Public Relations Consultants Association from logue in communications, particularly in relation to
2000 to 2002. Awarded his PhD in 1995 from helping young people safely navigate situations involv-
Nottingham Trent University, Tom has written books, ing alcohol (http://www.qmu.ac.uk/mcpa/cdial/
book chapters and a wide range of peer-reviewed aca- AlcoLols.htm). She publishes on corporate identity
demic papers in international academic journals. He and corporate communication and is a reviewer for,
established the annual International History of Public and former editor of, the Journal of Communication
Relations Conference in 2010 and has edited the Management. She has a background in communica-
seven-volume National Perspectives on the tion in both the financial and business sectors. Emma
Development of Public Relations: Other Voices series is course leader of the CIPR’s postgraduate diploma in
for Palgrave Macmillan. Scotland and a fellow of the CIPR; she is also a former
external examiner at Leeds Beckett University.

Foreword
With this 4th edition the editors and authors suc- It is an excellent book for undergraduates who
ceeded once more in presenting meaningful updates of want to know more about the field. But at the same
their contributions following the latest national and time it is also enlightening and very practical for pro-
international developments and insights in the fast- fessionals who want to open their windows and learn
changing world of public relations. more about the field they are working in. It not only
Like most people in the public relations scholarly shows a variety of different approaches and models
community, I have studied numerous books on public within the discipline of PR but also interdisciplinary
relations, and on corporate communication or com- connections with communication studies and the
munication management, as the field is often called in wider context of social sciences. This makes the book
other countries. Most books are very technical ‘how also relevant and important for master’s programmes
to’ books, promising that you will be able to do the in public relations and communication studies. Public
job as long as you follow the tips of the author. Some relations is an evolving discipline and its growth
books are very theoretical, analysing merely one single requires continual questioning to challenge its bound-
theoretical focus, with the promise that you will aries and establish its terrain. The authors have bril-
become a good practitioner as long as you follow this liantly succeeded in doing that.
approach. Exploring Public Relations is none of these, The first edition of Exploring Public Relations was
or to put it differently: it is all of these books in one. a milestone. It was both very British and very interna-
It is theoretical and practical at the same time, it pro- tional. Exploring Public Relations not only provided
vides an insight in almost all theoretical approaches helpful guidelines to practical action, but raised unset-
and different ideas on how to look at and do public tling questions about impact and implications as well.
relations, and it raises unsettled questions about the It was diverse, different, and consistently thoughtful
definition, the tasks of the professional, the debate in departing from the US norm. Instead of simple
about professional ethics, and the issue of its impact. platitudes about equal exchanges, Exploring Public
This is the most open-minded book I know. Relations looked at how to actually perform public
Look at the prudent way in which the editors have relations in an ethical manner across very diverse cul-
challenged almost everything that is commonly left tures. It was also theoretically inclusive, with a light
un-discussed in the educational and practical fields of touch that challenged students to make up their own
public relations. That public relations has to do with minds at the same time as they learned how to become
persuasion and also with propaganda, that the public competent practitioners. It was not uncritical of a field
relations field has a problem with its legitimacy, that where technical mastery can override moral behav-
there is no consensus whatsoever about what public iour, as my colleague Professor David McKie from
relations is and what its value is for organisations of Waikato Management School, University of Waikato,
all kinds. The authors try to avoid taking a stand, New Zealand wrote in his foreword for the first
leading us through all the discussions, rumours and edition.
evidence about these issues. What a book! It is fresh Subsequent editions were updated in an enviable
and good, it covers all current topics and simultane- way, including all kinds of new issues, for example
ously opens up a lot of perspectives. And all this in a about the media context of contemporary public rela-
very user-friendly manner. The book is built on the tions and journalism, about the intercultural and
premise that a textbook should put the student at the multicultural context of public relations, about corpo-
centre of the learning experience. And that is exactly rate image, reputation and identity, and last but not
what it does. least about research and evaluation. This fourth

xxiv FOREWORD
e dition has a further update, for example on commu- erations are explored, on health communication, on
nication theories (chapter 8). The book includes refer- corporate communication, on positioning celebrities
ence to almost everything that has been written in the and countries, and on the future of public relations.
last couple of years. It is updated with the newest This is a book every public relations author wished
insights from European as well as American and Asian (s)he had written. It will help to provide students with
perspectives. What an effort! an introduction into the field, and will also help teach-
The first part of the book provides you with the ers to discuss important topics with their students.
background knowledge you will require to under- You will not be disappointed.
stand the role and purpose of public relations set
against the broader business and societal contexts in Betteke van Ruler
which it plays an active role. Part two demonstrates Professor Emerita Corporate Communication and
that public relations is multifaceted and can be inter- Communication Management
preted through a number of theoretical perspectives. Department of Communication Science
In part three the focus is laid on the practice of public University of Amsterdam
relations and, finally, in part four all kinds of consid- The Netherlands

Preface
Welcome to the fourth edition achieved by only working with senior and experienced
academics and practitioners who share a mission to
understand and explain the discipline. We are there-
We first conceived of this book in the early 2000s and
fore pleased to be able to include contributors from
it started with the idea that a textbook should put the
around the world who are closely associated with us
student at the centre of the learning experience. While
individually and collectively at Leeds and have the
it is true that textbooks in general are becoming more
same aspirations to improve the subject knowledge
student-centred for subjects as varied as biology, law,
and application of public relations in society. Again
media and psychology, this was not and has not been
we feel this was and continues to be a unique feature
the case in public relations. Exploring Public Relations
and strength of the book as it has evolved.
very much led the way in this approach for our disci-
So who to write such a comprehensive text? For this
pline and the feedback and compliments the book
we looked to our colleagues at Leeds Beckett University
regularly receives are testimony to this. With this
who teach on our well-established undergraduate,
approach we wanted students to have an improved
postgraduate and research programmes. We also
learning experience by involving them in a personal
looked to our wider network – senior academics and
journey that brought the subject to life on the page
practitioners who have contributed to our subject area
and spurred them on to find out more. And this is
and programmes, former colleagues who have moved
what we have tasked ourselves to do with this exciting
on to careers elsewhere and past external examiners.
fourth edition. Our earlier editions brought challenges
and so has this version of the book. But we have ben-
efited from the ability to listen to students and aca-
demic colleagues in how they read, study with and Target audience
educate using the first three editions of the book and
its supplements. And through this listening we have Feedback suggests there is a diverse range of readers
attempted to answer any questions or gaps in the ear- for Exploring Public Relations from senior practitio-
lier versions to ensure it is fit for purpose in a chal- ners to undergraduate students. It is the preferred
lenging, changing world of communication. textbook for universities around the world as well as
The key areas we have addressed are the most obvi- for professional bodies and professional courses
ous ones in contemporary life of how the techniques which adopt it as their core text. Its content is com-
used in public relations and communication have been prehensive, which perhaps explains this broad appeal.
influenced by rapid technological change and its inte- That said, the book is written in a way that it can be
gration, particularly in the past five years. To reflect used and read by someone who is totally new to the
this we have introduced a new chapter on digital and discipline as well as a student or practitioner with
social media, and have ensured that all chapters con- significantly more depth of understanding. The con-
sider the implications of technology and change on the tents pages of the book demonstrate how it can be
theory and practice of the discipline. Clearly some used to support more practical and theoretical aspects
chapters have integrated these influences more than of the discipline and at different levels. Therefore it is
others. One of the key features of the book is that it is a perfect accompaniment for undergraduates and
an edited textbook and all chapters are written and postgraduates who are studying public relations as a
reviewed within a consistent framework. This means single subject (i.e. a bachelor’s or master’s in public
that the book has a particular style and consistency relations), jointly with another subject, or as a single
that we have been keen to preserve. This is partly module or unit within a wider programme.

xxvi PREFACE
Book style and structure more deeply about the issues and ideas that are being
presented and discussed. We have attempted to define
terms or phrases that may not be universally under-
The book is divided into four parts. Part 1 provides
stood or which form part of the specialist language
important background knowledge to help students
related to that topic or area of study which are
understand the broad business and societal context in
included in a glossary at the back of the book. Finally
which public relations plays a role. Included here, for
we have included many cases studies (Case studies and
example, are chapters on democracy and on the inter-
Mini case studies) which aim to exemplify and apply
cultural and multicultural context of public relations.
the principles under discussion.
New to this fourth edition, as mentioned earlier, is a
much-needed appraisal, in chapter 3, of digital and
social media. In Part 2 there is a chapter on the
related, but often ignored, topic of persuasion and
propaganda to help you arrive at your own defini- Over to you
tions, as well as a chapter on professional ethics – a
topic of increasing importance; while Part 3 includes We have been delighted and occasionally surprised at
emerging specialisms such as issues management, the warm response to our first three editions. These
community involvement, financial PR and public have been read and used for teaching literally all over
affairs. Part 4 comprises chapters that are not conven- the world and with gratifying endorsements of our
tionally included within a public relations textbook, original pedagogic strategy of making clear links
for example, the chapter on pressure groups and between theory and practice. However there are many
NGOS, health communication and celebrity public questions about public relations and its practice which
relations. The final chapter looks to the future and remain under explored. These we aim to highlight in
provides some themes and questions that we hope this book, inspiring readers to investigate further, pos-
student readers will take up as topics for investigation sibly through detailed research for undergraduate and
and research. Public relations is an evolving discipline postgraduate projects, dissertations and theses. We
and its growth requires continual questioning to chal- hope this revised fourth edition continues to bridge
lenge its boundaries and establish its terrain. As stu- the divide between theory and practice and, above all,
dents, teachers, researchers and practitioners we are is a thought provoking and enjoyable read for stu-
all responsible for achieving this aim. dents, practitioners and tutors alike.
Pedagogy and its place Acknowledgements

This is an educational textbook for public relations In addition to the invaluable contributors already men-
and therefore includes a number of devices that we tioned, we would like to thank all those at Pearson
hope will help both students and tutors to get the Education for making this fourth edition possible.
most out of the material. First, each chapter begins Finally, but not least, we would like to thank our
with a list of the Learning outcomes which students families. For Ralph, this dedication goes to my father
should achieve after engaging with the material. We John and of course to Catherine, Anna and Will. A
have structured the book to have a range of consistent physical object like the book is some justification for
pedagogy which support the reader in understanding why I spend so much time in a bike-filled home
the chapter subject. For example, there are regular office.
Explore features which give instructions on where to For Liz, this fourth edition is dedicated to John,
look for further information or how to engage further Daniel and Hannah for their constant love and
with topics. Think abouts are included to encourage support.
reflection and for the reader to pause and think a little Ralph Tench and Liz Yeomans, 2016

Publisher’s acknowledgements
edn, Pearson Education, Inc. (Cutlip, Scott M., Center,

We are grateful to the following for permission to Allen H. and Broom, Glen M., 2000) p. 244 © 2000,
reproduce copyright material: Reprinted by permission of Pearson Education, Inc.,
Upper Saddle River, NJ; F igure 9.7 from Planning and
Managing Public R elations Campaigns, 3rd edn,
Kogan Page (Gregory, A., 2010) reproduced with
Figures permission; Figure 9.8 from Planning and Managing
Public Relations C ampaigns, 3rd edn, Kogan Page
Figure 3.1 from Defren, T. (2008). ‘Social media press (Gregory, A., 2010) p. 44, reproduced with permission;
release: Template, Version 1.0’, http://www.shiftcomm Figure 9.11 from Involving stakeholders in developing
.com/downloads/smprtemplate.pdf accessed corporate brands: the communication dimension,
28 October 2015; Figure 3.3 from Department of Journal of Marketing Management, 23, pp. 59–73
Environment, Food and Rural Affairs, © Crown Copy- (Gregory, A.), reprinted by permission of Taylor &
right 2017. Reproduced with permission of the Depart- Francis Ltd, http://www.tandf.co.uk/journals;
ment for Environment, Food and Rural Affairs; Figure 11.1 from The three v irtues and seven deadly
Figure 5.5 adapted from The pyramid of corporate sins of corporate brand management, Journal of
social responsibility: toward the moral management of General Management, 27 (1) Autumn, pp. 1–17
organizational stakeholders, Business Horizons, 34 (4), (Balmer, J.M.T., 2001), reproduced with permission;
pp. 39–48 (Carroll, A. B.), Copyright © 2013. With Figure 11.2 from Reputation Institute. The RepTrak™
permission from Elsevier; Figure 5.7 from URL - System, http://www.reputationinstitute.com/thought-
http://financialtrustindex.org; Figure 7.2 after leadership/the-reptrak-system, reproduced with
Research by new2marketing, FT Creative Business, permission; Figure 14.2 from http://spinsucks.com/
13/07/2004, accessed www.ipr.org.uk, 20 July, The communication/pr-pros-must-embrace-the-peso-
Financial Times, © The Financial Times Limited. All model/, PESO Model created by Gini Dietrich; Figure
Rights Reserved.; Figure 7.10 from R. Tench and 21.2 adapted from Public relations: A Managerial
J. Fawkes (2005), ‘Mind the gap: exploring attitudes Perspective, Sage (Moss, D.A. and Desanto, B. (eds)
to PR education between academics and employers,’ 2011) Reproduced by permission of SAGE P ublications,
Paper presented at the Alan Rawel, CIPR Academic London, Los Angeles, New Delhi and Singapore.;
Conference, University of Lincoln, March, copyright © Figure 22.1 from World Economic Forum, World
Johanna Fawkes MA MCIPR; Figure 8.2 from Prob- Scenario Series: The future of the global financial
lem solving and communicative action: a situational system: a near term outlook and long-term scenarios,
theory of problem solving, Journal of Communication, fig. 4, URL - http://www3.weforum.org/docs/WEF
61, pp. 120–49 (Kim, J.-N., and J.E. Grunig, 2011), _ S c e n a r i o _ F u t u r e G l o b a l F i n a n c i a l S y s t e m _
Reproduced with permission of Blackwell Scientific in Report_2010.pdf (c) 2009 World Economic Forum,
the format Republish in a book via Copyright reproduced with permission; Figure 24.2 from http://
Clearance Center; Figure 9.2 from Strategy: Process, w w w. s t a t i s t a . c o m / s t a t i s t i c s / 1 9 6 8 9 8 / g l o b a l -
Content, Context, Thomson (De Wit, R. and Meyer, sponsorship-spending-by-region-since-2009/, Statista
R., 2010) reproduced with permission; Figure 9.4 Ltd; Figure 26.1 from The organisation of integrated
from Effective Public Relations, 8th edn, Pearson Edu- communications: toward flexible integration,
cation, Inc. (Cutlip, Scott M., Center, Allen H. and European Journal of Marketing, 42 (3/4), p. 440
Broom, Glen M., 2000) p. 244, Reprinted by permis- (Christensen, L. T., Firat, A. F., & Torp, S., 2008),
sion of Pearson Education, Inc., Upper Saddle River, reproduced with permission; Figure 26.2 from
NJ; Figure 9.6 from Effective Public Relations, 8th E xploring Strategy, 9th edn, Pearson Education

xxviii PUBLISHER’S ACKNOWLEDGEMENTS
(Johnson, G, Whittington, R. and Scholes, K., 2011) Day website: www.dundeebeachcharitygolfday.com

fig. 5.7, reproduced with permission; Figure 26.7 Facebook Page: www.facebook.com/dundeebeachchar-
from Managing Public Relations, Holt, Rinehart & itygolfday; Case Study 9.1 from Christchurch City
Winston (Grunig, J.E. and T.E. Hunt, 1984) p. 141, Council; Case Study 10.2 adapted from By kind
reprinted by kind permission of James E. Grunig; permission of Clare Martin, Pompey in the Commu-
F igure
29.1 from http://www.ecopsi.org.uk/; nity, reproduced with permission; Box 10.2 from
Figures 29.2, 29.3, 29.4 from Zerfass, A., Verhoeven, http://www.social-media-measurement-framework.
P., Moreno, A., Tench, R., and Verčič, D. (2016). org/portfolio/top-tips/, Adapted with thanks from
European Communication Monitor 2016. Exploring http://www.social-media-measurement-framework.
trends in big data, stakeholder engagement and org/portfolio/top-tips/;Box 12.4 after Theoretical foun-
strategic communication. Results of a survey in 43 dations of campaigns. In RE Rice and CE Atkin (eds.),
countries. Brussels: EACD/EUPRERA, Quadriga Public Communication Campaigns, 2nd edn, Sage
Media Berlin. (Booklet and Chart Version); (McGuire, W.J.) Republished with permission of Sage
Figures 29.5, 29.6, 29.7 from DPDHL Group. Publications, Inc. Books; permission conveyed through
Copyright Clearance Center, Inc.; Box 13.2 from Craig
Pearce, http://craigpearce.info/, This blog entry was
posted on January 11, 2012 by Australian strategic PR
Tables practitioner, Craig Pearce and is reproduced with
permission; Box 14.2 from Crimmons interview. Used
Table 5.1 after The pyramid of corporate social with permission of Laura Crimmons and Branded3;
responsibility: toward the moral management of organiza- Case Study 15.1 used with permission from Novo
tional stakeholders, Business Horizons, 34 (4), pp. 39–48 Nordisk; Case Study 16.1 from ‘BT Community
(Carroll, A. B.), Copyright © 2013. With permission from Partnership Programme’ copyright © Business in the
Elsevier; Table 5.3 adapted from Management learning Community (BITC); Case Study 16.2 adapted from
perspectives on business ethics. In J. Burgoyne and ‘Leeds Cares: collaborative action’, copyright © Busi-
M. Reynolds (eds.) Tab. 10.1, Management Learning ness in the Community (BITC); Case Study 16.5 from
(Snell, R.) p. 185, Reproduced by permission of Sage ‘American Express’, copyright © Business in the
Publications, London, Los Angeles, New Delhi and Community (BITC); Case Study 16.6 from ‘HP Sauce’,
Singapore; Table 7.2 from J. Fawkes and R. Tench copyright © Business in the Community (BITC); Box
(2004b), ‘Public relations education in the UK’, A research 18.3 adapted from CSR as crisis risk: expanding how
report for the Chartered Institute of Public Relations, we conceptualize the relationship, Corporate Commu-
copyright © Johanna Fawkes MA MCIPR and Ralph nications: An International Journal 20(2), pp. 144–62
Tench; Table 12.1 from Can ethics save public relations (Coombs, T. and S. Holladay, 2015); Case Study 20.1
from the charge of propaganda?, Ethical Space, Journal of from Interview with commercial architect Nigel
the Institute of Communication Ethics, 3 (1), pp. 32-42 Jacques BA(Hons) BArch(Hons) RIBA; Box 20.1 from
(Fawkes, J., 2006); Table 20.1 from www.theconstruction- Helen Standing, Director, Engage Comms; Consultant,
centre.co.uk (www.theconstructioncentre.co.uk/trade- Trimedia UK; Case Study 20.2 from David Moth,
periodicals-and-news/t.html), reproduced with permission; www.econsultancy.com, 9 September 2015; Box 21.5
Table 26.3 from Organizational identity: linkages between adapted from http://webarchive.nationalarchives.gov
internal and external organizational communication. In .uk, http://webarchive.nationalarchives.gov.uk,
F.M. Jablin and L.L. Putnam (eds.), The New Handbook Contains public sector information licensed under the
of Organizational Communication, Sage (heney, C.G. and Open Government Licence (OGL) v3.0.http://www
L.T. Christensen 2001) p. 238, Republished with .nationalarchives.gov.uk/doc/open-government-
permission of Sage Publications, Inc. Books; permission licence.; Case Study 24.2 adapted/modified from www
conveyed through Copyright Clearance Center, Inc. .netpromoter.com/why-net-promoter/know/2012, Net
Promoter Score, Net Promoter, and NPS are trade-
marks of Satmetrix Systems, Inc., Bain and Company,
Inc., and Fred Reichheld; Case Study 25.1 from Back
Text up, UK, with thanks to Back Up, UK; Case Study 25.1
from with thanks to Back Up, UK; Box 25.6 from with
Case Study 9.1 from Video: https://www.youtube.com/ thanks to Catarina Demony, C ommunications
watch?v=0Rwwmv_fukE Dundee Beach Charity Golf A
ssistant, Back Up, UK.

Another random document with
no related content on Scribd:
Slowly, he pieced it together, mortified to find himself annoyed when
Marthe interrupted with constant questions about his Berlin and
especially about his equipment.
And, pieced together, it still refused to seem logical.
How could anyone believe that Goering, in the face of all good
sense, would turn the Luftwaffe from destroying the R.A.F. bases to
a ridiculous attack on English cities? How could anyone believe that
German electronics scientists could persistently refuse to believe
ultra-shortwave radar was practical—refuse to believe it even when
the Allied hunter planes were finding surfaced submarines at night
with terrible accuracy?
What kind of nightmare world was this, with Germany divided and
the Russians in control of Europe, in control of Asia, reaching for the
Middle East that no Russian, not even the dreaming czars, had
seriously expected ever to attain?
"Marthe—we must get out of this place. We must. I will have to
rebuild my machine." It would be incredibly difficult. Working
clandestinely as he must, scraping components together—even now
that the work had been done once, it would take several years.
Professor Kempfer looked inside himself to find the strength he
would need. And it was not there. It simply was gone, used up, burnt
out, eaten out.
"Marthe, you will have to help me. I must take some of your strength.
I will need so many things—identity papers, some kind of work so we
can eat, money to buy equipment...." His voice trailed away. It was
so much, and there was so little time left for him. Yet, somehow, they
must do it.
A hopelessness, a feeling of inevitable defeat, came over him. It was
this world. It was poisoning him.
Marthe's hand touched his brow. "Hush, Jochim. Go to sleep. Don't
worry. Everything is all right, now. My poor Jochim, how terrible you
look! But everything will be all right. I must go back to work, now. I
am hours late already. I will come back as soon as I can. Go to
sleep, Jochim."
He let his breath out in a long, tired sigh. He reached up and touched
her hand. "Marthe...."
He awoke to Marthe's soft urging. Before he opened his eyes he had

taken her hand from his shoulder and clasped it tightly. Marthe let
the contact linger for a moment, then broke it gently.
"Jochim—my superior at the Ministry is here to see you."
He opened his eyes and sat up. "Who?"
"Colonel Lubintsev, from the People's Government Ministerium,
where I work. He would like to speak to you." She touched him
reassuringly. "Don't worry. It's all right. I spoke to him—I explained.
He's not here to arrest you. He's waiting in the other room."
He looked at Marthe dumbly. "I—I must get dressed," he managed to
say after a while.
"No—no, he wants you to stay in bed. He knows you're exhausted.
He asked me to assure you it would be all right. Rest in bed. I'll get
him."
Professor Kempfer sank back. He looked unseeingly up at the ceiling
until he heard the sound of a chair being drawn up beside him, and
then he slowly turned his head.
Colonel Lubintsev was a stocky, ruddy-faced man with gray bristles
on his scalp. He had an astonishingly boyish smile. "Doctor
Professor Kempfer, I am honored to meet you," he said. "Lubinsev,
Colonel, assigned as advisor to the People's Government
Ministerium." He extended his hand gravely, and Professor Kempfer
shook it with a conscious effort.
"I am pleased to make your acquaintance," Professor Kempfer
mumbled.
"Not at all, Doctor Professor. Not at all. Do you mind if I smoke?"
"Please." He watched the colonel touch a lighter to a long cigarette
while Marthe quickly found a saucer for an ashtray. The colonel
nodded his thanks to Marthe, puffed on the cigarette, and addressed
himself to Professor Kempfer while Marthe sat down on a chair
against the far wall.
"I have inspected your dossier," Colonel Lubintsev said. "That is,"
with a smile, "our dossier on your late counterpart. I see you fit the
photographs as well as could be expected. We will have to make a
further identification, of course, but I rather think that will be a
formality." He smiled again. "I am fully prepared to accept your story.
It is too fantastic not to be true. Of course, sometimes foreign agents
choose their cover stories with that idea in mind, but not in this case,
I think. If what has happened to you could happen to any man, our
dossier indicates Jochim Kempfer might well be that man." Again,
the smile. "In any counterpart."
"You have a dossier," Professor Kempfer said.
Colonel Lubintsev's eyebrows went up in a pleased grin. "Oh, yes.
When we liberated your nation, we knew exactly what scientists
were deserving of our assistance in their work, and where to find
them. We had laboratories, project agendas, living quarters—
everything!—all ready for them. But I must admit, we did not think we
would ever be able to accommodate you."
"But now you can."
"Yes!" Once more, Colonel Lubintsev smiled like a little boy with
great fun in store. "The possibilities of your device are as infinite as
the universe! Think of the enormous help to the people of your
nation, for example, if they could draw on machine tools and
equipment from such alternate places as the one you have just left."
Colonel Lubintsev waved his cigarette. "Or if, when the Americans
attack us, we can transport bombs from a world where the revolution
is an accomplished fact, and have them appear in North America in
this."
Professor Kempfer sat up in bed. "Marthe! Marthe, why have you
done this to me?"
"Hush, Jochim," she said. "Please. Don't tire yourself. I have done
nothing to you. You will have care, now. We will be able to live
together in a nice villa, and you will be able to work, and we will be
together."
"Marthe—"
She shook her head, her lips pursed primly. "Please, Jochim. Times
have changed a great deal, here. I explained to the Colonel that your
head was probably still full of the old Nazi propaganda. He
understands. You will learn to see it for what it was. And you will help
put the Americans back in their place." Her eyes filled suddenly with
tears. "All the years I went to visit your grave as often as I could. All
the years I paid for flowers, and all the nights I cried for you."
"But I am here, Marthe! I am here! I am not dead."
"Jochim, Jochim," she said gently. "Am I to have had all my grief for
nothing?"
"I have brought a technical expert with me," Colonel Lubintsev went
on as though nothing had happened. "If you will tell him what
facilities you will need, we can begin preliminary work immediately."
He rose to his feet. "I will send him in. I myself must be going." He
put out his cigarette, and extended his hand. "I have been honored,
Doctor Professor Kempfer."
"Yes," Professor Kempfer whispered. "Yes. Honored." He raised his
hand, pushed it toward the colonel's, but could not hold it up long
enough to reach. It fell back to the coverlet, woodenly, and Professor
Kempfer could not find the strength to move it. "Goodbye."
He heard the colonel walk out with a few murmured words for
Marthe. He was quite tired, and he heard only a sort of hum.
He turned his head when the technical expert came in. The man was
all eagerness, all enthusiasm:
"Jochim! This is amazing! Perhaps I should introduce myself—I
worked with your counterpart during the war—we were quite good
friends—I am Georg Tanzler. Jochim! How are you!"
Professor Kempfer looked up. His lips twisted. "I think I am going
away again, Georg," he whispered.
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Who does what: the bigger picture 113

Part 2 Public relations theories and concepts 145

8 Public relations theories: an overview 147

9 Strategic public relations planning and management 168

10 Public relations programme research and evaluation 196