Tom Watson

Professor Tom Watson

  • Professor
  • Weymouth House W402, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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Biography

Prof. Tom Watson is Professor of Public Relations in the Media School. He is only the second professorial appointment in the field of public relations in the UK.

Professor Watson has a strong professional and academic research background in public relations, having started in corporate PR in 1978 before setting up a consultancy business in 1984. He gained his Doctor of Philosophy for research into the measurement of public relations activity in 1995 and was elected as chairman of the UK¿s Public Relations Consultants Association (PRCA) for 2000-2002.

After four years in his native Australia where he was Associate Professor in Communications and Head of the School of Communication at Charles Sturt University, Prof Watson joined the Media School in January 2007 as Reader in Communications and shortly afterwards was appointed to the role of Deputy Dean (Education). He was promoted to professor in 2010.

Professor Watson is a Fellow of both the Chartered Institute of Public Relations and the PRCA in the UK...

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Journal Articles

Books

  • Watson, T., 2016. North American Perspectives on the Development of Public Relations Other Voices. Palgrave Macmillan.
  • Watson, T., Bentele, G., Lamme, M.O., L'Etang, J. and Wehmeier, S., 2015. Perspectives on Public Relations Historiography and Historical Theorization. Basingstoke & New York: Palgrave Macmillan.
  • Watson, T., Watson, T., Theofilou, A. et al., 2015. Western European Perspectives on the Development of Public Relations: Other Voices. Basingstoke & New York: Palgrave Macmillan.
  • Watson, T., Watson, T. et al., 2014. Latin American and Caribbean Perspectives on the Development of Public Relations: Other Voices. Basingstoke & New York: Palgrave Macmillan.
  • Watson, T., Watson, T. et al., 2014. Middle Eastern and African Perspectives on the Development of Public Relations: Other Voices. Basingstoke & New York: Palgrave Macmillan.
  • Watson, T., Watson, T. et al., 2014. Eastern European Perspectives on the Development of Public Relations: Other Voices. Basingstoke & New York: Palgrave Macmillan.
  • Watson, T. and Noble, P., 2014. Evaluating Public Relations: a guide to planning research and measurement. London, Philadelphia & New Delhi: Kogan Page.
  • Watson, T., Watson, T. et al., 2014. Asian Perspectives on the Development of Public Relations: Other Voices. Basingstoke & New York: Palgrave Macmillan.
  • Watson, T., 2012. The Proceedings of the International History of Public Relations Conference 2012. Bournemouth University, 11-12 July 2012. Poole, England: Institute for Media & Communication Research, Bournemouth University.
  • Watson, T. and Noble, P., 2007. Evaluating public relations : a best practice guide to public relations planning, research and evaluation. London: Kogan Page.

Chapters

  • Watson, T., 2017. Public relations origins:definitions and history. In: Tench, R., ed. Exploring Public Relations. Pearson.
  • Watson, T., 2015. Introduction to Perspectives on Public Relations Historiography and Historical Theorization. In: Watson, T., ed. Perspectives on Public Relations Historiography and Historical Theorization. Basingstoke & New York: Palgrave Macmillan, 1-3.
  • Watson, T., 2015. What in the World is Public Relations? In: Watson, T., ed. Perspectives on Public Relations Historiography and Historical Theorization. Basingstoke & New York: Palgrave Macmillan.
  • Watson, T., 2015. Introduction to Western European Perspectives on the Development of Public Relations: Other Voices. In: Watson, T., ed. Western European Perspectives on the Development of Public Relations: Other Voices. Basingstoke & New York: Palgrave Macmillan, 1-3.
  • Watson, T., 2014. Introduction to Latin American and Caribbean Perspectives on the Development of Public Relations: Other Voices. In: Watson, T., ed. Latin American and Caribbean Perspectives on the Development of Public Relations: Other Voices. Basingstoke & New York: Palgrave Macmillan, 1-4.
  • Watson, T., 2014. Introduction to Middle Eastern and African Perspectives on the Development of Public Relations: Other Voices. In: Watson, T., ed. Middle Eastern and African Perspectives on the Development of Public Relations: Other Voices. Basingstoke & New York: Palgrave Macmillan, 1-4.
  • Watson, T., 2014. Introduction to Eastern European Perspectives on the Development of Public Relations: Other Voices. In: Watson, T., ed. Eastern European Perspectives on the Development of Public Relations: Other Voices. Basingstoke & New York: Palgrave Macmillan, 1-4.
  • Watson, T., 2014. Series Editor's Preface to National Perspectives on the Development of Public Relations: Other Voices series. In: Watson, T., ed. Asian Perspectives on the Development of Public Relations: Other Voices. Basingstoke & New York: Palgrave Macmillan.
  • Watson, T., 2014. Introduction to Asian Perspectives on the Development of Public Relations: Other Voices. In: Watson, T., ed. Asian Perspectives on the Development of Public Relations: Other Voices. Palgrave Macmillan, 1-3.
  • Theofilou, A. and Watson, T., 2014. Sceptical Employees as CSR Ambassadors in Times of Financial Uncertainty. In: Tench, R., Sun, W. and Jones, B., eds. Communicating Corporate Social Responsibility: Perspectives and Practice (Critical Studies on Corporate Responsibility, Governance and Sustainability. Emerald Group Publishing, 355-382.
  • Watson, T., 2013. Let’s get dangerous: a review of current public relations historical scholarship. In: Ozdemir, P. and Yamanoglu, M.A., eds. Festschrift for Professor Metin Kazanci, Ankara University, Turkey. Ankara, Turkey: Ankara University, 201-215.
  • Watson, T. and Likely, F., 2013. Measuring the edifice: public relations measurement and evaluation practices over the course of 40 years. In: Sriramesh, K., Zerfass, A. and Kim, J.-N., eds. Public Relations and Communication Management: Current Trends and Emerging Topics. New York: Routledge, 143-162.
  • Watson, T., 2010. Reputation models, drivers and measurement. In: Heath, R.L., ed. Sage Handbook of Public Relations. London: Sage, 339-352.
  • Watson, T. and Kitchen, P.J., 2010. Reputation Management, Corporate Image and Communication. In: Moutinho, L. and Southern, G., eds. Strategic Marketing Management. Andover, Hampshire: Cengage, 270-287.
  • Watson, T. and Kitchen, P.J., 2008. Corporate Communication: reputation in action. In: Melewar, T.C., ed. Facets of Corporate Identity, Communication and Reputation. Abingdon, Oxon: Routledge, 121-140.
  • Watson, T., 2004. Issues negotiation: Is it characterised by control mutuality, trust, commitment and satisfaction? In: Raupp, J. and Klewes, J., eds. Quo vadis public relations? : auf dem Weg zum Kommunikationsmanagement : Bestandsaufnahme und Entwicklungen. Wiesbaden: VS Verlag für Sozialwissenschaften, 186-198.
  • Watson, T., 2001. Integrating planning and evaluation: evaluating public relations practice and public relations programmes. In: Heath, R.L., ed. Handbook of Public Relations. Thousand Oaks, Calif.: Sage, 259-268.
  • Watson, T. and Osborne-Brown, S., 2001. Communities and Mutual Gains. In: Jolly, A., ed. Managing Corporate Reputations. London: Kogan Page, 54-59.

Conferences

  • Watson, T., 2014. “Value” and “Impact” in Communication: The current debate. In: School of the Arts and Media (SAM) Seminar 8 April 2014 University of New South Wales, Sydney, Australia.
  • Watson, T., 2014. CSR - Challenging Questions. In: 4th Middle East Public Relations Symposium 19-20 March 2014 Zayed University, Academic City, Dubai, UAE.
  • Grigore, Theofilou, A. and Watson, T., 2014. Employees as CSR advocates: The role of scepticism. In: 17th International Public Relations Research Conference 5-9 March 2014 Miami, FL, USA.
  • Watson, T., 2014. “Well, I told you once and I told you twice”: Repetitive issues in public relations research and practice. In: Barcelona International PR Meeting #4 26-27 June 2014 Open University of Catalonia, Barcelona, Spain.
  • Watson, T., 2013. Corporate and Marketing Communications - Lessons from history. In: The First International Corporate and Marketing Communication in Asia Conference 18-19 November 2013 Chulalongkorn University, Bangkok, Thailand. Bangkok, Thailand: Chulalongkorn University.
  • Watson, T., 2013. Mapping Europe’s public relations history – resources and results since 2010. In: EUPRERA - European Public Relations Education & Research Association 3-5 October 2013 Barcelona, Spain.
  • Watson, T., 2013. IPRA Code of Athens – the first international code of public relations ethics: Its development and implementation since 1965. In: EUPRERA Congress 3-5 October 2013 Barcelona, Spain.
  • Watson, T., 2013. Academic Writing Workshop. In: Presentation to the Faculty of Communication Arts and invited guests 3 September 2014-3 September 2013 Chulalongkorn University, Bangkok, Thailand.
  • Watson, T., 2013. Keynote Paper to the International History of Public Relations Conference 2013. In: International History of Public Relations Conference 2013 24-25 June 2013 Bournemouth University, UK.
  • Watson, T., 2013. Public relations ethics – the early history of the code of Athens. In: Chignell, H. and Skoog, K., eds. Ethical dimensions of Media History: European Perspectives 9-10 May 2013 Bournemouth University.
  • Watson, T. and Wakefield, R., 2013. The Delphi: An Underutilized Method of Scholarly and Practical Research for a Public Relations Field in Transition. In: Li, Z., ed. International Public Relations Research Conference 7-10 March 2013 Coral Gables, FL, USA.
  • Watson, T., Theofilou, A. and Grigore, G., 2013. Employees as CSR ambassadors: Harnessing scepticism in times of financial uncertainty. In: EUPRERA 2013 Congress 3-5 October 2013 Barcelona, Spain.
  • Watson, T., 2013. IPRA’s Code of Athens – the first international code of public relations ethics. In: International Public Relations Research Conference 7-9 March 2013 Miami, FL, USA. Miami, FL, USA: International Public Relations Research Conference, Inc.
  • Watson, T., 2013. How PR faced the challenge of the “information superhighway”. In: International Public Relations Research Conference 7-9 March 2013 Miami, FL, USA.
  • Watson, T., 2013. Historical representations of PR - Reviewing the state of the art. In: Barcelona International PR Meeting #3 2-3 July 2013 Open University of Catalonia.
  • Watson, T., 2012. “Public Relations Research is Not as New as Some Think”: An Historical Perspective on the Evolution of Public Relations Measurement and Evaluation Practice. In: Sison, M. and Sheehan, M., eds. World Public Relations Forum 2012 Research Colloquium 18 November 2012 Melbourne, Australia. Melbourne, Australia: World Public Relations Forum & Public Relations Institute of Australia, 135-138.
  • Watson, T., 2012. Current and emerging trends in public relations theory and practice. In: Invited presentation at the Faculty of Communication Arts 5 November 2012 Chulalongkorn University, Bangkok, Thailand.
  • Watson, T., 2012. The Proceedings of the International History of Public Relations Conference 2012. In: The International History of Public Relations Conference 2012 11-12 July 2012 Bournemouth University, Bournemouth, UK. Bournemouth, UK: Institute for Media & Communication Research, The Media School, 1-500.
  • Watson, T., 2012. Advertising value equivalence – PR’s illegitimate offspring. In: 15th International Public Relations Research Conference (IPRRC) 8-10 March 2012 Miami, FL, USA. Online: IPRRC.
  • Watson, T., 2012. Let's get dangerous: A Review of Current Public Relations Historical Scholarship. In: PR and the Past in Local and International Contexts 13 November 2012 University of Technology Sydney (UTS), Sydney, Australia.
  • Watson, T., 2011. The importance of goal setting. In: 3rd European Summit on Measurement 8-11 June 2011 Lisbon, Portugal. AMEC, London: International Association for Measurement and Evaluation of Communication (AMEC).
  • Watson, T., 2011. The Proceedings of the International History of Public Relations Conference 2011. In: Watson, T., ed. International History of Public Relations Conference 2011 6-7 July 2011 Bournemouth University. Bournemouth: Institute for Media & Communication Research, Bournemouth University.
  • Watson, T. and Zerfass, A., 2011. Return on Investment in Public Relations: A critical assessment of concepts used by practitioners from the perspectives of communication and management sciences. In: EUPRERA 2011, Annual Conference of the European Public Relations Education and Research Association 8-10 September 2011 Leeds Metropolitan University, Leeds, UK. EUPRERA - European Public Relations Education and Research Association.
  • Watson, T., 2011. What does ROI mean? An investigation on the use of ‘Return on Investment” in public relations practice. In: 14th International Public Relations Research Conference 9-12 March 2011 Miami, FL, USA. Miami, FL, USA: International Public Relations Research Conference, 914-918.
  • Watson, T., 2011. The evolution of evaluation – the accelerating march towards the measurement of public relations effectiveness. In: International History of Public Relations Conference 2011 6-7 July 2011 Bournemouth University, Poole, England. Proceedings of the International History of Public Relations Conference 2011: Bournemouth University, 398-412.
  • Watson, T., 2011. What does ROI mean to practitioners? In: 3rd European Summit on Measurement 8-10 June 2011 Lisbon. http://amecorg.com/2011/12/knowledge-share-downloads/: International Association for the Measurement and Evaluation of Communication (AMEC).
  • Watson, T., 2010. The Proceedings of the First International History of Public Relations Conference 2010. In: Watson, T., ed. First International History of Public Relations Conference 8-9 July 2010 Bournemouth University. Bournemouth University: Institute for Media & Communication Research, Bournemouth University, 1-476.
  • Watson, T. and Sreedharan, C., 2010. The Senior Communicator of the Future – Competencies and Training Needs. In: 13th International Public Relations Research Conference: "Ethical Issues for Public Relations Practice in a Multicultural World" 10-14 March 2010 University of Miami, FL, USA. Gainesville, FL, USA: Institute for Public Relations.
  • Watson, T., 2009. Integrating social media with traditional PR/marketing, especially in non-profit public relations. In: Connect 2009: Integrating Social Media and Traditional PR 19-20 September 2009 University of Georgia, Athens, GA.
  • Watson, T. and White, A.M., 2009. Communicating 'dual citizenship' - how do charities manage their reputation for 'good works' while undertaking commercial activities. In: 12th Annual International Public Relations Research Conference: Research that Supports & Advances the Practice 11-14 March 2009 University of Miami, Coral Gables, FL.,USA. Institute for Public Relations/University of Miami: International Public Relations Research Conference, 589-601.
  • Watson, T., 2009. Principles of Measurement. In: 1st European Summit on Measurement June 2009 Berlin. International Association for the Measurement and Evaluation of Communications (AMEC).
  • Watson, T., 2009. PR Evaluation: Change, what change? In: 1st European Summit on Measurement June 2009 Berlin. International Association for the Measurement and Evaluation of Communication (AMEC).
  • Watson, T., 2008. Research priorities for public relations: Outcomes of an international Delphi study: keynote address. In: Southern Africa Institute for Management Scientists (SAIMS) 2008 Conference 14-17 September 2008 Misty Hills Country Spa, Muldersdrift, South Africa.
  • Watson, T., 2008. Public relations research priorities. In: SACOMM (South African Communication Association) Conference 17-19 September 2008 Misty Hills Conference Centre and Spa, Pretoria.
  • Watson, T., 2008. Priorities in public relations research: An international Delphi study. In: Yamamura, K., ed. 11th International Public Relations Research Conference: Research that Matters to the Practice 6-9 March 2008 University of Miami, Coral Gables, FL.,USA. Florida, USA: University of Miami, 788-805.
  • Watson, T., 2007. Reputation and ethical behaviour in a crisis: predicting survival. In: The Alan Rawel CIPR Academic Conference 9-10 July 2007 London.
  • Watson, T., 2006. Evaluation – did it really work? Effective public relations measurement and evaluation. In: Australian Collaborative Communication Conference 5 September 2006 Melbourne, Australia.
  • Watson, T., 2006. CEO's reputation management and corporate governance. In: Public Relations Institute of Australia Academic Forum 3 September 2006 Melbourne, Australia.
  • Watson, T., 2006. A case to answer: CEOs, reputation management and corporate governance. In: Governance and Corporate Communication Conference 30 March 2006 Bournemouth University, UK.
  • Watson, T., 2006. Can "reputation management" overcome failures in corporate governance? In: Governance and Communication Conference March 2006 Bournemouth.
  • Simmons, P. and Watson, T., 2005. Public relations evaluation in Australia – practices and attitudes across sectors and employment status. In: Public Relations Institute of Australia Academic Forum 23 October 2005 Brisbane, Australia.
  • Gregory, A. and Watson, T., 2005. Public Relations Evaluation: from discussion to implementation. In: Public Relations Institute of Australia Academic Forum 23 October 2005 Brisbane, Australia.
  • Watson, T., 2005. Towards common nomenclature for public relations evaluation – does return on investment (ROI) have a central role? In: 12th BledCom: Public relations metrics: Evaluation and measurement 1-3 July 2005 Lake Bled, Slovenia.
  • Watson, T. and Simmons, P., 2004. Public relations evaluation – survey of Australian practitioners. In: Making a Difference: Australian and New Zealand Communication Association Conference 7-9 July 2004 University of Sydney, Australia.
  • Watson, T., 2004. PR Consulting in the World Market. In: Public Relations Society of Indonesia 1 April 2004 Jakarta, Indonesia.
  • Watson, T., 2004. Evaluating PR programs – What in the world? In: Worldcom Public Relations Group World Conference Melbourne, Australia.
  • Watson, T., 2003. The future is now: The challenges facing public relations and marketing communications professionals. Keynote address. In: Australian and New Zealand Communications Association Annual Conference (ANZCA03) 9-11 July 2003 Queensland University of Technology, Brisbane.
  • Watson, T., 2003. PR Consulting in the World Market. In: Public Relations Institute of Australia, National Conference October 2003 Hobart, Australia.
  • Watson, T., Osborne-Brown, S. and Longhurst, M., 2001. Issues Negotiation: Creating competitive advantage through stakeholder investment. In: 6th International Conference on Corporate and Marketing Communications 23-24 April 2001 Queen’s University, Belfast.
  • Watson, T. and Noble, P., 1999. Applying a unified public relations evaluation model in a European context. In: Transnational Communication in Europe: Practice and Research. International Congress 1999 Berlin.

Reports

Others

  • Watson, T., 2011. 15 ways to survive the hard times says Tom Watson, professor of PR at Bournemouth University. Winchester, UK: PR Moment. Published.
  • Watson, T., 2010. What skills will PROs need to be successful in the future?. Winchester, UK: PR Moment. Published.
  • Watson, T., 2010. Tom Watson, professor of PR at Bournemouth University, asks what the history of PR can teach us, and provides a timeline showing key moments in PR. Winchester, UK: PR Moment. Published.

PhD Students

  • Mary Longhurst (Corporate social responsibility (CSR) communication in the UK and India: a comparative study of corporate social responsibility (CSR) communication by a sample of multi-national companies (MNCs) in India and the UK)
  • Heather Yaxley (An Exploration of Career Strategies in Public Relations)

Profile of Teaching UG

  • Professional Public Relations

Invited Lectures

  • Public Relations Education and Training, Lecture given at The 18th IPRA World Congress, Beijing on Friday November 14, 2008
  • Keynote address presented to Southern Africa Institute of Management Scientists, Pretoria, South Africa, September 15, 2008 - Research priorities for public relations: Outcomes of an international Delphi study.
  • Professorial Lecture - The evolution of evaluation - Public Relations; errative path to the measurment of evaluation, Bournemouth University, March 15, 2011
  • Keynote address to 'PR and the Past in Local and International Contexts: A Roundtable Symposium, University of Technology, Sydney, Australia, November 13, 2012

Grants

  • Ethical Stakeholder Engagement: Exploring the Relationship between Corporations and NGOs (The Arthur W. Page Center for Integrity in Public Communication - Penn State College of Communications, 01 Dec 2013). Awarded
  • The impact of social media upon corporate and marketing communication in Thailand and UK: Developing collaborative research programmes with reference to young people and their relationships with Government and other major organisations (British Council, 06 Nov 2013). In Progress
  • Employees as CSR Ambassadors: The role of skepticism (The Arthur W. Page Center for Integrity in Public Communication - Penn State College of Communications, 01 Sep 2013). Awarded
  • European PR History Network – EPRHN (Bournemouth University - Fusion Investment Fund, 01 Feb 2013). Awarded

External Responsibilities

  • Ulster University, External Examiner

Public Engagement & Outreach Activities

  • Founder, European Public Relations History Network
  • Trustee of the Friends of Winchester Cathedral

Qualifications

  • BA (Hons) in History and Political Science (University of New South Wales, 1974)
  • PGCE in Research Degree Supervision (Distinction) (Bournemouth University, 2009)
  • PhD in Evaluating Public Relations: The Creation and Vali (Nottingham Trent University, 1995)

Memberships

  • Chartered Institute of Public Relations (FCIPR), Fellow,
  • Public Relations Consultants Association (FPRCA), Foundation Fellow,
The data on this page was last updated at 04:06 on September 19, 2017.