Chartered Public Relations

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.

Section - ONE: The shift to the open organization – the application of public relations within every area of a modern organization;


Chapter - 01: Putting citizens at the heart of public relations: Public relations and public value – Paul Mylrea Chart.PR, FCIPR;
Chapter - 02: Plus ça change, plus c’est la même chose for public relations? – Alan Smith Chart.PR, MCIPR;
Chapter - 03: Death or rebirth? A digital future for PR – Matt Appleby Chart. PR, FCIPR;
Chapter - 04: Freedom of Information: Is it changing the way we do PR? – Susan Fox Chart. PR, FCIPR;
Chapter - 05: The future practitioner – Catherine Arrow Chart. PR, FCIPR, FPRINZ;
Chapter - 06: Communications shared services in the public sector: An idea whose time has come or a passing phase? – Sally Sykes Chart.PR, FCIPR;


Section - TWO: Developing areas of practice – an exploration of the opportunity in developing areas of public relations;


Chapter - 07: Passport to the win-win zone? The role of psychology in public relations practice and education – Ben Verinder Chart.PR, MCIPR;
Chapter - 08: An analysis of the role of quantification in public relations evaluation – Paul Noble Chart.PR, FCIPR;
Chapter - 09: Internal communications: Poor relation or powerhouse? – Linda Rolf 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 - 11: Communications micro-strategies – Martin Turner Chart.PR, MCIPR;
Chapter - 12: Is public relations evolving into reputation management? – Julie McCabe Chart.PR, MCIPR;


Section - THREE: The application of best practice in markets – an analysis of the application of public relations in different markets;


Chapter - 13: Engineering the future? Using influence to benefit society – Anne Moir Chart.PR, MCIPR;
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