The Public Relations

Strategic Toolkit
The Public Relations Strategic Toolkit presents guidance to instruct and educate students and
professionals of public relations and corporate communications. Alison Theaker and Heather
Yaxley cover every aspect of critical practice, including definitions of public relations, key theor-
etical concepts and both original and established methodological approaches. Case studies and
interviews are featured to provide real-world context and advice for professional development.
The new edition is fully revised with brand new case studies and updated content which reflect
significant developments in theory and contemporary practice. It puts particular emphasis on the
use of technology (including automation) and social media in current public relations planning,
corporate communications and stakeholder engagement.

The book is divided into four parts; covering the profession, corporate communication and
stakeholder engagement.

Features include:

 definitions of key terms

 contemporary case studies
 interviews with practitioners
 handy checklists
 practical activities and assignments.

By combining theory and practice, with an invaluable insight from experts in the field, this guide
will introduce readers to all the professional skills needed for a career in public relations.

Alison Theaker has over 30 years’ experience in public relations as a practitioner, academic and
author. She has taught public relations, marketing communications and management in the UK
and US. She is the editor of the bestselling textbook, The Public Relations Handbook. A Fellow of
the Chartered Institute of Public Relations (CIPR), she now runs her own business coaching and
training consultancy, The Spark, as well as continuing to teach at undergraduate and post-
graduate level for Birmingham City University and Plymouth University, UK.

Heather Yaxley is a rhizomatic academic-educator-consultant-practitioner with a range of

interests across public relations, reflective practice and sustainable professional development.
She is a CIPR Fellow and Accredited Practitioner, as well as an honorary member and director of
the Motor Industry Public Affairs Association Ltd. In 2017, Heather completed her PhD at
Bournemouth University, researching career strategies within public relations. She is an experi-
enced university lecturer, a course director for the CIPR qualifications with PR Academy and her
academic work has been extensively published. Heather works closely with a number of clients,
having established Applause Consultancy in 2000. She blogs at PR Conversations and partici-
pates in social media under the name Greenbanana.
The Public
Relations
Strategic Toolkit
An Essential Guide
to Successful Public
Relations Practice
Second Edition

Alison Theaker and

Heather Yaxley
Second edition published 2018
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
ª 2018 Alison Theaker and Heather Yaxley
The right of Alison Theaker and Heather Yaxley to be identified as authors of
this work has been asserted by them in accordance with sections 77 and
78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or
utilised in any form or by any electronic, mechanical, or other means, now
known or hereafter invented, including photocopying and recording, or in
any information storage or retrieval system, without permission in writing
from the publishers.
Trademark notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identification and explanation
without intent to infringe.
First edition published by Routledge 2013
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: Theaker, Alison, author. |
Yaxley, Heather, 1971- author.
Title: The public relations strategic toolkit : an essential guide to successful
public relations practice / Alison Theaker and Heather Yaxley.
Description: Second Edition. |
New York : Routledge, [2017] |
Revised edition of the authors’ The public relations strategic toolkit, 2012. |
Includes bibliographical references and index.
Identifiers: LCCN 2017016046|
ISBN 9781138678651 (hardback : alk. paper) |
ISBN 9781138678675 (pbk. : alk. paper) |
ISBN 9781315558790 (ebook) Subjects:
LCSH: Corporations–Public relations. |
Business communication.
Classification: LCC HD59 .T4744 2017 |
DDC 659.2–dc23 LC record available at https://lccn.loc.gov/2017016046

ISBN: 978-1-138-67865-1 (hbk)

ISBN: 978-1-138-67867-5 (pbk)
ISBN: 978-1-315-55879-0 (ebk)

Typeset in Helvetica Neue and Avant Garde

by Sunrise Setting Ltd., Brixham, UK
Contents

List of figures viii

List of tables x
Acknowledgements xi

Part I The profession 1

Introduction 3
Alison Theaker

1 What is public relations? 5

Alison Theaker

2 What do PR practitioners do? 16

Alison Theaker

3 The PR industry and careers in it 28

Alison Theaker

4 Professionalism and trends in PR 44

Alison Theaker

Part II Public relations planning 57

Introduction 59
Heather Yaxley

5 Situational analysis 63
Heather Yaxley
vi CONTENTS

6 Understanding public psychology 78

Heather Yaxley

7 Setting objectives 94
Heather Yaxley

8 Strategic campaign execution 108

Heather Yaxley

9 Budgeting and resourcing 122

Heather Yaxley

10 Monitoring and evaluation 136

Heather Yaxley

Outro 147
Heather Yaxley

Part III Corporate communications 151

Introduction 153
Heather Yaxley

11 Brand management 155

Alison Theaker

12 Effective media relations 170

Alison Theaker

13 Risk, incidents, issues and crisis management 185

Heather Yaxley

14 Corporate social responsibility 201

Alison Theaker

15 International considerations 217

Alison Theaker

16 Digital public relations 232

Heather Yaxley

Part IV Stakeholder engagement 247

Introduction 249
Alison Theaker

17 Political relations 251

Heather Yaxley
 CONTENTS vii

18 Financial and investor relations 269

Heather Yaxley

19 Internal communications 283

Alison Theaker

20 Inter-organisational relationships 302

Heather Yaxley

21 Community relations 321

Alison Theaker

22 Consumer public relations 334

Alison Theaker

Appendices 351
Bibliography 382
Index 410
Figures

5.1 Public Relations Information System Management (PRISM) 65

5.2 Capital value within Public Relations Information System
Management (PRISM) 66
5.3 Workflow for conducting primary research 70
6.1 Research process 88
7.1 Illustration of objectives and results 96
7.2 Matrix detailing level and direction of objectives 98
7.3 Types of outcome objectives 99
7.4 SMART objectives 103
8.1 Public relations strategic implementation framework 109
8.2 PR strategies and decision-making process 111
8.3 Creativity decision-making process 114
8.4 Core aspects of a narrative approach to public relations 115
8.5 Narrative process 116
8.6 Shaping narrative 117
8.7 Narrative approach and memes 119
9.1 Time management matrix 125
9.2 Campaign timeframe considerations 126
9.3 Balancing resource, time, cost, scope and quality 128
10.1 Pre-emptive, formative and summative evaluation at
organisation, process and programme, social and
individual levels 140
10.2 Evaluation methods and objectives 145
11.1 University of Plymouth old logo 162
11.2 Plymouth University new logo 162
11.3 Devon Air Ambulance Trust logo 166
11.4 Devon Air Ambulance Trust branding on helicopter 166
11.5 DAAT Helipad newsletter 167
 FIGURES ix

12.1 Beach Schools South West teach on the beach 177

12.2 Qur’an manuscript 179
12.3 Community leaders viewing the manuscript 181
14.1 Enlightenment matrix 202
14.2 Suppliers map 2016 210
14.3 The Venus Café at Blackpool Sands 211
14.4 The Venus biodegradable cup 212
14.5 Wildlife ponds at Pennywell 214
14.6 Presenting a cheque to THHN 215
16.1 Model of options for digital PR within organisations 240
17.1 Dynamic agenda-setting model incorporating social media 259
17.2 Public affairs techniques 262
19.1 Torbay IC launch day 294
19.2 Doing the right thing 296
19.3 Freshfields staff training with Paralympic athlete 299
19.4 Trapeze artist at Freshfields’ launch of their 2012 internal
communications programme 300
20.1 Comparison of direct and intermediated inter-organisational
communication process 312
20.2 Push and pull communications processes 314
20.3 Decision-making roles 315
21.1 Environment Agency’s Shaldon project 327
21.2 Westward Communication Group 331
22.1 Langage Farm emphasises the producers of its product 345
22.2 Ladies’ Day at Bath and West Show 348
Tables

1.1 Spheres of responsibility for marketing and PR 13

2.1 Broom’s four practitioner roles (adapted from Cornelissen, 2008) 17
2.2 A rough guide to the main activities in public relations 18
2.3 Advantages and disadvantages of in-house and consultancy
PR functions 24
3.1 Ranking of discipline topics by employers 34
13.1 Trends affecting risk management 188
14.1 Expectations of different stakeholder groups 204
17.1 Overview of politics within a society 252
19.1 The 12 core competencies of an internal communicator 287
20.1 Inter-organisational PR approaches 317
Acknowledgements

FIGURES
5.1 Heather Yaxley
5.2 Heather Yaxley
6.1 Based on M. Saunders, P. Lewis and A. Thornhill, Research Methods for
Business Students, 2nd edition. Harlow: FT/Prentice Hall, 2000.
7.1 Adapted from F.W. Anderson, L. Hadley, D. Rockland and M. Weiner,
Guidelines for Setting Measurable Public Relations Objectives: An Update.
Gainesville, FL: Institute for Public Relations, 1999.
7.2 Heather Yaxley
7.3 Heather Yaxley
7.4 Heather Yaxley
8.1 Heather Yaxley
8.2 Heather Yaxley
8.3 Heather Yaxley
8.4 Heather Yaxley
8.5 Heather Yaxley
8.6 Heather Yaxley
9.1 Adapted from S.R. Covey, The Seven Habits of Highly Effective People:
Restoring the Character Ethic. London: Simon and Schuster, 1989.
9.2 Heather Yaxley
9.3 Heather Yaxley
10.1 Heather Yaxley
11.1 Courtesy of Plymouth University
11.2 Courtesy of Plymouth University
11.3 Courtesy of the Devon Air Ambulance Trust
11.4 Courtesy of the Devon Air Ambulance Trust
11.5 Courtesy of the Devon Air Ambulance Trust
12.1 Courtesy of Beach Schools South West
xii ACKNOWLEDGEMENTS

12.2 Courtesy of Faye Jackson

12.3 Courtesy of Faye Jackson
14.2 Courtesy of Venus
14.3 Courtesy of Venus
14.4 Courtesy of Venus
14.5 Courtesy of Pennywell Farm
17.1 Heather Yaxley
17.2 Heather Yaxley
19.2 Courtesy of Severn Trent Water
19.3 Courtesy of Freshfields Bruckhaus Deringer LLP
19.4 Courtesy of Freshfields Bruckhaus Deringer LLP
20.1 Heather Yaxley
20.2 Heather Yaxley
20.3 Heather Yaxley
21.1 Courtesy of the Environment Agency
21.2 Courtesy of Westward Housing Group
22.1 Courtesy of Langage Farm
22.2 Courtesy of Lis Anderson, JBP PR

TABLES
2.2 Johanna Fawkes (2012), ‘What is Public Relations?’ in Alison Theaker, The
Public Relations Handbook, 4th edition. Abingdon: Routledge.
2.3 Alison Theaker
3.1 Johanna Fawkes and Ralph Tench (2005) ‘Public Relations Education in the UK’
14.1 Heather Yaxley (2009), http://greenbanana.info/career/2011/12/05/the-
social-dimension-of-csr/
19.1 Used by permission of Sue Dewhurst and Liam FitzPatrick
20.1 Heather Yaxley
Part I
The profession
Introduction
Alison Theaker

This book is intended to be a kind of ‘how to’ book with brains for public relations
practitioners. So whilst it includes theoretical concepts and discussions about the
nature of public relations, it is also full of examples of real-life good practice. When we
were discussing how this could be different from its sister book, The Public Relations
Handbook, we were clear that we wanted it to be of use to those in the field. We both
believe that theory improves practice, but it is not the whole story. We are happy to
be making changes and updating this second edition.

You will find that each chapter is set out with the same headings. Starting with a
Check Point to tell you what is in it, there will be Talking Points to flag up related issues
and a Reading Point to direct you to other sources if you want to look at this area in
more detail. There will also be several Action Points in each chapter, detailing the
experience of practitioners so you can see how these issues might look in practice. The
End Point will review what has been covered.

When I started in PR practice in 1982, I was not aware of the range of textbooks
available to me that might have helped me perform my job better. Indeed, I was
surprised to find a whole shelf of them in the library when I started as the first lecturer on
the new BA in Public Relations at the then Leeds Polytechnic (now Leeds Carnegie
University). One of the questions that I was asked at interview was, ‘What is the
difference between education and training?’

Experience and training are good, but by definition they are looking at what has gone
before. They are valuable but not the whole story. Education, using theory to try and
see why something worked on a deeper level, is vital in enabling us to apply the lessons
of experience. It gives us more ways of looking beneath the surface of what happened
4 THE PROFESSION

to us, a variety of lenses through which to view an event. It allows us to use different
language when we talk to board members, we can see that we may have been using
communication or management theory without being aware of it. We can be critical of
our profession and so we can change it. It gives us more tools than just learning on the
job. Taking time out to examine our own practice also means we can become objective
about what works.

The competence of practitioners was raised in the DTI study in 2003, and is what the
many qualifications in PR are trying to address. Any profession will always be judged by
the few who don’t fulfil the required standards rather than the many who do. However,
the willingness of more and more graduates to enter PR, the expansion of both aca-
demic and professional courses in the discipline, the ever growing body of knowledge
coming from practitioners and academics willing to look at the theory underpinning
their practice show the increased willingness of PR to be reflective.

This first Part starts by introducing public relations and looking at some different defi-
nitions. Traditionally, this has been a difficult area for practitioners, as everyone seems
to have their own idea of what public relations is. By comparing PR to other related
professions and business functions such as advertising, marketing and journalism,
the picture hopefully gets clearer.

The second chapter investigates exactly what PR practitioners do, looking at the
various roles they might play in an organisation, as well as listing the tasks that they
perform. This is built on in Chapter 3, which gives an overview of the PR industry in
the UK and looks at the various professional bodies who are striving to improve the
reputation of public relations.

Finally, Part I is completed with a look at the question of professionalisation and issues
affecting the development of public relations. Several prominent academics and
practitioners have been asked for their views on the challenges facing the industry in
the next five years.
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