Instructor’s Manual
Exploring Public Relations
and
Management Communication
Fifth Edition
Ralph Tench
Stephen Waddington
For further instructor material
Please visit:
go.pearson.com/uk/he/resources
ISBN: 978-1-292-32175-2
2021 Pearson Education Limited. All Rights Reserved.
Lecturers adopting the main text are permitted to download and photocopy the manual as
required.
,Pearson Education Limited
KAO Two
KAO Park
Harlow CM17 9SR
United Kingdom
Tel: +44 (0)1279 623623
Web: www.pearson.com/uk
-------------------------------------
Fourth edition published 2017
This edition published 2021
© 2021 Pearson Education Limited. All Rights Reserved.
The rights of Ralph Tench and Stephen Waddington to be identified as authors of this work have
been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978-1-292-32175-2
All rights reserved. Permission is hereby given for the material in this publication to be reproduced
for student handouts, without express permission of the Publishers, for educational purposes only.
In all other cases, no part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or
otherwise without either the prior written permission of the Publishers or a licence permitting
restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd.,
Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN. This book may not be lent, resold, hired out or
otherwise disposed of by way of trade in any form of binding or cover other than that in which it is
published, without the prior consent of the Publishers.
All trademarks used herein are the property of their respective owners. The use of any trademark
in this text does not vest in the author or publisher any trademark ownership rights in such
trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of
this book by such owners.
The screenshots in this book are reprinted by permission of Microsoft Corporation.
Pearson Education is not responsible for the content of third-party internet sites.
2
© 2021 Pearson Education Limited. All Rights Reserved.
, Contents
Part 1 The context of public relations 5
1 Public relations origins: definitions and history 6
2 Working with the media 9
3 Social media for public relations 14
4 Public relations, politics and democracy 18
5 Community and society: corporate social responsibility (CSR) 21
6 Intercultural and multicultural context of public relations 25
7 Role of the public relations practitioner 29
Part 2 Public relations theories and concepts 32
8 Public relations theories: communication, relationships and persuasion 33
9 Strategic public relations planning and management 38
10 Measurement and evaluation for effectiveness and impact 42
11 Disinformation, fake news and social reality 45
12 Corporate image, reputation and identity 48
13 Public relations’ professionalism and ethics 52
Part 3 Public relations specialisms 55
14 Media relations 56
15 Internal communication 60
16 Issues management 64
17 Crisis public relations management 67
18 Public relations and the consumer 70
19 Business-to-business public relations 73
3
© 2021 Pearson Education Limited. All Rights Reserved.
, 20 Public affairs 77
21 Integrated marketing communications 80
22 Sponsorship 86
23 Corporate communication 89
24 Strategic non-profit communication 93
Part 4 Sectoral considerations 97
25 Celebrities and influencers 98
26 Health communication 101
27 Sports public relations 105
28 Fashion public relations 110
29 Public relations and finance 115
Part 5 What next? 119
30 Future issues for PR and strategic communication 120
4
© 2021 Pearson Education Limited. All Rights Reserved.
Exploring Public Relations
and
Management Communication
Fifth Edition
Ralph Tench
Stephen Waddington
For further instructor material
Please visit:
go.pearson.com/uk/he/resources
ISBN: 978-1-292-32175-2
2021 Pearson Education Limited. All Rights Reserved.
Lecturers adopting the main text are permitted to download and photocopy the manual as
required.
,Pearson Education Limited
KAO Two
KAO Park
Harlow CM17 9SR
United Kingdom
Tel: +44 (0)1279 623623
Web: www.pearson.com/uk
-------------------------------------
Fourth edition published 2017
This edition published 2021
© 2021 Pearson Education Limited. All Rights Reserved.
The rights of Ralph Tench and Stephen Waddington to be identified as authors of this work have
been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978-1-292-32175-2
All rights reserved. Permission is hereby given for the material in this publication to be reproduced
for student handouts, without express permission of the Publishers, for educational purposes only.
In all other cases, no part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or
otherwise without either the prior written permission of the Publishers or a licence permitting
restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd.,
Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN. This book may not be lent, resold, hired out or
otherwise disposed of by way of trade in any form of binding or cover other than that in which it is
published, without the prior consent of the Publishers.
All trademarks used herein are the property of their respective owners. The use of any trademark
in this text does not vest in the author or publisher any trademark ownership rights in such
trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of
this book by such owners.
The screenshots in this book are reprinted by permission of Microsoft Corporation.
Pearson Education is not responsible for the content of third-party internet sites.
2
© 2021 Pearson Education Limited. All Rights Reserved.
, Contents
Part 1 The context of public relations 5
1 Public relations origins: definitions and history 6
2 Working with the media 9
3 Social media for public relations 14
4 Public relations, politics and democracy 18
5 Community and society: corporate social responsibility (CSR) 21
6 Intercultural and multicultural context of public relations 25
7 Role of the public relations practitioner 29
Part 2 Public relations theories and concepts 32
8 Public relations theories: communication, relationships and persuasion 33
9 Strategic public relations planning and management 38
10 Measurement and evaluation for effectiveness and impact 42
11 Disinformation, fake news and social reality 45
12 Corporate image, reputation and identity 48
13 Public relations’ professionalism and ethics 52
Part 3 Public relations specialisms 55
14 Media relations 56
15 Internal communication 60
16 Issues management 64
17 Crisis public relations management 67
18 Public relations and the consumer 70
19 Business-to-business public relations 73
3
© 2021 Pearson Education Limited. All Rights Reserved.
, 20 Public affairs 77
21 Integrated marketing communications 80
22 Sponsorship 86
23 Corporate communication 89
24 Strategic non-profit communication 93
Part 4 Sectoral considerations 97
25 Celebrities and influencers 98
26 Health communication 101
27 Sports public relations 105
28 Fashion public relations 110
29 Public relations and finance 115
Part 5 What next? 119
30 Future issues for PR and strategic communication 120
4
© 2021 Pearson Education Limited. All Rights Reserved.
