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Innovation and Best Practice
for Business Success

Established 1967



Chartered Public Relations

Chartered Public Relations

Lessons from Expert Practitioners

Stephen Waddington

£29.99

Learn what best practice looks like from a collection of essays by top Chartered Public Relations professionals.

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About the book

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.


Table Of Contents

    • Chapter - 14: Defining the defence communicator – Clare L Parker Chart.PR, MCIPR;
    • Chapter - 15: The evolution of UK public relations consultancies from 1984 to 2009 – Jane Howard Chart.PR, FCIPR;
  • Section - FOUR: International – the impact of the globalization of markets on public relations;
    • Chapter - 16: What does it take to be a global communications professional? – David Crundwell Chart.PR, FCIPR;
    • Chapter - 17: Globalization and national economic development: A role for public relations and communication management – Peter L Walker Chart.PR, FCIPR;
  • Section - FIVE: Reflections – an examination of the fundamental theories of public relations and their application to modern practice;
    • Chapter - 18: Is excellence in public relations beyond our reach? – Richard Flynn Chart.PR, MCIPR;
    • Chapter - 19: The roadmap to excellence in public relations – Hilary Berg Chart.PR, MCIPR;
    • Chapter - 20: A critical review: The four models of public relations and the excellence theory in an era of digital communication – Stephen Waddington Chart.PR, MCIPR
    • Chapter - 13: Engineering the future? Using influence to benefit society – Anne Moir Chart.PR, MCIPR;
  • Section - THREE: The application of best practice in markets – an analysis of the application of public relations in different markets;
    • Chapter - 12: Is public relations evolving into reputation management? – Julie McCabe Chart.PR, MCIPR;
    • Chapter - 11: Communications micro-strategies – Martin Turner Chart.PR, MCIPR;
    • Chapter - 10: Communicable viruses: The adaptation of the public relations profession to the changing anatomy of the web – Matt McKay Chart.PR, FCIPR;
    • Chapter - 09: Internal communications: Poor relation or powerhouse? – Linda Rolf Chart.PR, MCIPR;
    • Chapter - 08: An analysis of the role of quantification in public relations evaluation – Paul Noble Chart.PR, FCIPR;
    • Chapter - 07: Passport to the win-win zone? The role of psychology in public relations practice and education – Ben Verinder Chart.PR, MCIPR;
  • Section - TWO: Developing areas of practice – an exploration of the opportunity in developing areas of public relations;
    • Chapter - 06: Communications shared services in the public sector: An idea whose time has come or a passing phase? – Sally Sykes Chart.PR, FCIPR;
    • Chapter - 05: The future practitioner – Catherine Arrow Chart. PR, FCIPR, FPRINZ;
    • Chapter - 04: Freedom of Information: Is it changing the way we do PR? – Susan Fox Chart. PR, FCIPR;
    • Chapter - 03: Death or rebirth? A digital future for PR – Matt Appleby Chart. PR, FCIPR;
    • Chapter - 02: Plus ça change, plus c’est la même chose for public relations? – Alan Smith Chart.PR, MCIPR;
    • Chapter - 01: Putting citizens at the heart of public relations: Public relations and public value – Paul Mylrea Chart.PR, FCIPR;
  • Section - ONE: The shift to the open organization – the application of public relations within every area of a modern organization;



Book Details

  • EAN: 9780749473723
  • Edition: 1
  • Published: 3rd February 2015
  • Paperback
  • Dimensions: 234x156
  • 336 pages

About the Author

Stephen Waddington is President of the CIPR, a Chartered PR Practitioner and European Digital and Social Media Director of Ketchum Public Relations. He has earned a reputation as a public relations moderniser through senior roles he has held during the last twenty years. He is also author of Brand Anarchy, #BrandVandals, Share This and Share This Too.


Stephen Waddington