Index
Patrik Schober
(PRAM Consulting, Czech Republic)
The Art of Leadership Through Public Relations
ISBN: 978-1-83753-633-7, eISBN: 978-1-83753-630-6
Publication date: 18 September 2023
This content is currently only available as a PDF
Citation
Schober, P. (2023), "Index", The Art of Leadership Through Public Relations, Emerald Publishing Limited, Leeds, pp. 161-165. https://doi.org/10.1108/978-1-83753-630-620231027
Publisher
:Emerald Publishing Limited
Copyright © 2023 Patrik Schober. Published under exclusive licence by Emerald Publishing Limited
INDEX
Advertising Value Equivalency (AVE)
, 64–65
impact
, 67
not suitable for measuring campaign results
, 65–67
out-takes
, 66
outcomes
, 66
outputs
, 66
Aiken, Alex
, 120–121
Always free model
, 32–33
Artificial intelligence (AI)
, 9–10, 58, 143
anticipate and adapt to impact of technology
, 141
areas of journalism
, 129–130
essential steps
, 143
existential flexibility as sign of leaders
, 142–143
Kodak
, 141–142
right technological tools in public relations
, 130–135
Roger Hurni
, 129–136
Sara Polak
, 136–143
technology in communication
, 129
Augmented reality
, 9–10
Authentic communicator
phases of public relations and role in leadership
, 5
steps
, 12
Zelensky
, 6–12
Authentic organization
, 117–118
Automation
, 9–10
Bagnall, Richard
, 58–59
Barcelona Principles
, 67
Barcelona Principles 3.0
, 67–70
Bohemian approach
, 145
Brands
, 13–16
activism
, 77, 82
Melissa Waggener Zorkin
, 13–14
Business
, 1
improvement
, 149–150
planning
, 149
Campaign management
, 150
Capabilities and skills
, 151
CareerArc
, 108–109
Chaikin, Scott
, 78–79
Cloud Civilization
, 136–140
CO2 measurement
, 81
Communications (see also Effective communication channels)
, 1, 5, 101
campaign measurement cycle
, 60–61
professionals
, 98, 155
strategies
, 18
technology in
, 129
useful tools to avoid communication fails
, 119–120
Company culture
, 101, 123–124
Confidentiality
, 35–36
Consultancy Management Standard (CMS)
, 146, 152
Contemporary public relations
, 156
Content creation
, 46, 132
Cook, Fred
, 94
Cost
, 72–74
Courage
, 6–7
Coverage
, 46
Credibility, essential steps to lead through
, 27–28
Customer
, 150–151
feedback
, 150
Czech market
, 1
Czech Public Relations Association (APRA)
, 11–12, 37
seven principles for tackling disinformation
, 37–38
Czech Republic
, 1–2
Data analyst
, 132
Data journalism
, 132
Data-driven storytelling
, 49–50
Delivering campaigns
, 106
Digital revolution
, 30
Digital transformation
, 9–10
Disruptive technologies
, 141
Diversity, equity and inclusion (DEI)
, 110, 111, 114
growing importance of
, 114–115
work
, 117–119
Diversity and Inclusion Wheel for PR Practitioners
, 119
Diversity in PR
, 115–116
‘Doing good’
, 82–83
Effective communication channels
advantage
, 50–55
data-driven storytelling
, 49–50
essential steps to achieve leadership
, 55–56
ingredients of compelling story
, 46–48
PESO Model™
, 52–54
storytelling
, 42–43
Employer branding
, 105
drive retention and attraction
, 108–110
Environmental, social, governance (ESG)
, 78
commitment to
, 80–81
Evaluation
, 46
Existential flexibility as sign of leaders
, 142–143
Expensive news
, 32–33
Fear of finding out (FOFO)
, 65
Financial systems
, 150
Flexibility
, 123
Future leaders engage with social issues
, 95–96
Future leadership position
, 151
Gaining insight
, 45–46
Gangoly, Juergen
, 146–147
Gen Y
, 79
Gen Zers
, 42
Generation Z
, 50, 79, 111
Generative Pre-Trained Transformer (ChatGPT)
, 132, 134–135
Global COVID-19 pandemic
, 3
Google Trends platform
, 131
Government Communication Service (GCS)
, 122
Great Reshuffle
, 125–126
Haiilo
, 135–136
Heliograph software
, 132
Helsinki Declaration
, 35–37
Holmes, Paul
, 6–7
Human as a Service
, 135–136
Human networks
, 20–21
Matt Kucharski
, 20–21
Hurni, Roger
, 129–136
Image
, 13, 19–20
Inclusion, reasons to
, 116–117
Industry standards
, 145
Influencers
, 50–51
Integrity
, 6
International Association for the Measurement and Evaluation of Communication (AMEC)
, 63, 67
International Communications Consultancy Organization (ICCO)
, 7–8, 15, 35–36, 146
International relations
, 1
Introverts
, 22–23
Journalism
AI affect many areas of
, 129–130
business
, 35–38
essential steps
, 38–39
ethical principles of public relations
, 29–30
expensive news
, 32–33
Juan Señor
, 30–31
polarization and future role of owned media
, 33–34
Journalists
, 29
Key Performance Indicators (KPIs)
, 60
Kodak
, 141–142
Kucharski, Matt
, 20–21
Lead generation
, 70–71
Leaders
, 22–23
brand
, 25–27
Leadership
, 2–3
best career development and inspiring
, 120–121
communication
, 149
phases of public relations and role in
, 5
Leadership dollar
AVE
, 65–67
Barcelona Principles 3. 0
, 67–70
communication campaign measurement cycle
, 60–61
cost vs. value
, 72–74
essential steps
, 74–75
evaluate campaigns and eliminate FOFO
, 63–65
lead generation
, 70–71
measure to earn money
, 60
pricing according to value of PR
, 71–72
Richard Bagnall
, 58–59
setting right goals for campaign
, 62
successful campaign
, 62–63
Leigh, Rich
, 102–104
Listeners
, 50–51
Local managers
, 1
Long-term value
, 96
Machine learning
, 136
Manners, Crispin
, 85–87
Media analysis
, 66
Media channels
, 41
Media outlets
, 55
Media relations
, 11
PESO Model™
, 55
Media relationships
, 55
Mendelow’s power-interest matrix
, 19
Millennials
, 111
Motorola
, 107–108
Net Promoter Score (NPS)
, 152–153
Noble intentions and goals
, 121
Non-financial reporting (see Sustainability reporting)
Objectivity
, 35–36
Online channels
, 62
Organizations
, 145
brands
, 13–16
essential steps to lead through credibility
, 27–28
human networks
, 20–21
image and reputation
, 19–20
leader’s brand
, 25–27
leaders
, 22–23
Mendelow’s power-interest matrix
, 19
personal branding
, 24–25
purpose of
, 77
reputation
, 16–17
reputation, image and personal branding
, 13
stakeholders
, 14, 16–18
Out-takes
, 66
Outsource marketing
, 1
Owned media
, 71
future role of
, 33–34
Paid media, earned media, shared media, owned media (PESO Model™)
, 29, 33–34, 52, 54
affects media relations
, 55
communication model
, 52
Panglossian view of technology
, 31
People retention and attraction
, 105–107
Personal branding
, 13, 22–25
Polak, Sara
, 136–143
Polarization
, 33–34, 94
Fred Cook
, 94
of society
, 33
Pollack, Stefan
, 42–43
Portu
, 73
PRAM Consulting
, 107
Preciosa Lighting
, 18
Pricing according to value of PR
, 71–72
Principles for Responsible Investing (PRI)
, 78
Professional communicators
, 33, 94, 98, 101
Professional ethics and education
, 11–12
PRovoke Media
, 7–8
PRWeek Hall of Femme
, 15
Public relations (PR)
, 1, 13, 41, 145, 155
agencies
, 1–2
as discipline of leaders
, 7–9
diversity in
, 115–116
ethical principles
, 29–30
figures
, 3
phases of public relations and role in leadership
, 5
PR 1.0
, 9
PR 4.0
, 9–10
pricing according to value of
, 71–72
professional
, 155–156
projects and campaigns
, 146
right technological tools in
, 130–135
robots
, 147
social polarization as challenge for
, 97–98
trends in PR measurement
, 57
working with data
, 10–11
Purpose
, 87, 94
anchor company’s purpose in underlying human needs
, 91
personal goals
, 91
Purpose-driven brand activism, masterclass of
, 98
Quality communications
, 146–147
Juergen Gangoly
, 146–147
processes
, 148–153
Quality management
, 125, 151
Quartz
, 132
Reputation
, 16
image and
, 19–20
real world picture
, 16–17
Reputational analysis
, 17–18
Research
, 45
Robotics
, 9–10
Señor, Juan
, 30–31
Social good
, 97
Social media
, 62
Social polarization as challenge for public relations
, 97–98
Specific, measurable, actionable, relevant, and time-bound goals (SMART goals)
, 67
Spotify
, 51
Stakeholders
, 14, 16–18
capitalism
, 96
commitment to ESG
, 80–81
in declaration of interdependence
, 91–92
doing good
, 82–83
essential steps
, 100
future leaders engage with social issues
, 95–96
polarization
, 94
purpose-driven separate leaders
, 85–87
right level of ambition
, 92–93
social polarization as challenge for public relations
, 97–98
sustainability, brand activism and purpose of organizations
, 77
sustainability reporting
, 83–85
Stockholm Charter (2003)
, 35–36
Storytelling
, 41
campaign
, 45–46
next generation
, 42–43
Stefan Pollack
, 42–43
way to customer’s heart
, 44–45
Sustainability
, 77
Scott Chaikin
, 78–79
Sustainability reporting
, 82–83, 85
Talent management
, 106
Technological breakthroughs
, 31
Technological breakthroughs
, 37
Technology, anticipate and adapt to impact of
, 141
Technology in communication
, 129
Thought leadership
, 70
Ultra-transparency, age of
, 85–86
UN Global Compact
, 78
University of Southern California (USC)
, 34, 94
Value
, 72–74
Value-based pricing model
, 74
Virtual reality
, 9–10
Wood & Company
, 73
Work-life balance
, 123–125
Workplace
best career development and inspiring leadership
, 120–121
care
, 122
diversity, equity and inclusion
, 110, 114, 117, 119
diversity in PR
, 115–116
employer brand drive retention and attraction
, 108–110
employer branding, diversity, equity and inclusion and changing company culture
, 101
essential steps
, 126–127
Great Reshuffle
, 125–126
growing importance of DEI
, 114–115
Motorola
, 107–108
people retention and attraction
, 105–107
plan for people first company culture
, 123–124
reasons to inclusion
, 116–117
talent
, 102–104
useful tools to avoid communication fails
, 119–120
work-life balance
, 124–125
Worldcom Confidence Index
, 86, 106
Worldcom Public Relations Group
, 2, 43–44
Zelensky
, 6–12
Paul Holmes
, 6–7
PR as discipline of leaders
, 7–9
Zorkin, Melissa Waggener
, 13–14
- Prelims
- Introduction
- 1 What Will an Authentic Communicator Look Like in the Future?
- 2 How Will Organizations Gain the Most Credibility in the Future?
- 3 Is Journalism the Next Big Thing?
- 4 How Do You Ensure That You Use the Most Effective Communication Channels to Achieve Leadership?
- 5 How Will You Ensure Every Cent You Spend Turns Into a Leadership Dollar?
- 6 How to Satisfy Stakeholders' Desire to Save the World?
- 7 How to Make Your Workplace So Inspiring That It Attracts and Retains the Best Talent?
- 8 How Will AI Change Your Potential for Leadership?
- 9 Which Processes Will You Need to Change or Eliminate to Deliver More Value With Less Effort?
- Conclusion: True Communications Professionals Will Help Prepare Their Organisation to Lead in the Future
- Appendices
- Index