Chartered public relations : lessons from expert practitioners / Foreword by Professor Anne Gregory FCIPR ; edited by Stephen Waddington, Chart, PR, MCIPR.

Includes bibliographical references and index.

Machine generated contents note: Foreword: The shift to professionalism in public relations, Professor Anne GregoryAbout Chartered Public Relations: Lessons from Expert Practitioners, Stephen WaddingtonBecoming a Chartered Public Relations Practitioner, Sukhjit GrewalPart I The shift to the open organization - the application of public relations within every area of a modern organization01 Putting citizens at the heart of public relations: Public relations and public value -- Paul Mylrea -- Notes02 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? -- Notes03 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 -- Notes04 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 -- Conclusions -- Appendix -- Notes05 The future practitioner -- Catherine Arrow -- Practice makes perfect -- Practice by association -- Role forwards -- Further reading06 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 readingPart II Developing areas of practice - an exploration of the opportunity in developing areas of public relations07 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 -- Notes08 An analysis of the role of quantification in public relations evaluation -- Paul Noble -- AVE, OTS and ROI -- Online media -- Share of discussion -- Content analysis -- Conclusion -- Further reading09 Internal communications: Poor relation or powerhouse? -- Linda Rolf -- Notes10 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 -- Superbugs -- Self-infection -- Immunology -- Vaccination -- Mutation -- Further reading11 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 -- Conclusions -- Notes12 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 -- Conclusion -- Further readingPart III The application of best practice in markets - an analysis of the application of public relations in different markets13 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 -- Conclusions -- Notes14 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 -- Conclusion -- Appendix -- Further reading -- Notes15 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 4Part IV International - the impact of the globalization of markets on public relations16 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 -- Conclusion17 Globalization and national economic development: A role for public relations and communication management -- Peter L WalkerBig 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 -- NotesPart V Reflections - an examination of the fundamental theories of public relations and their application to modern practice18 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 -- Conclusions -- Recommendations -- Further reading19 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 -- Notes20 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 -- Conclusion -- Notes -- Index.

"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. "--

"Published as part of the 2015 tenth anniversary celebrations of the Chartered Institute of Public Relations (CIPR)'s Royal Charter, Chartered Public Relations is an anthology of modern-day public relations best practice from Chartered Public Relations practitioners. It makes a valuable contribution to the advancement of public relations thinking worldwide by addressing the most current discussions on topics such as qualification of results in public relations, internal communications, freedom of information, global communication and more. Chartered Public Relations discusses in detail, among other things, the shift to the open organisation, the application of best practice in different markets and the impact of the globalisation of markets in public relations. Featuring contributions from public relations experts from a plethora of industries and companies including Specsavers, Thomson Reuters, Pielle Consulting and the University of Cambridge, it will inspire a new wave of professionals to take up the challenge of achieving Chartered PR Practitioner status"--