| Preface |
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xv | |
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PART 1 CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS |
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1 | (117) |
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Introduction to Contemporary Public Relations |
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1 | (28) |
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1 | (1) |
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2 | (2) |
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Defining the Concept in Practice |
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4 | (1) |
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5 | (2) |
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7 | (2) |
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9 | (13) |
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9 | (1) |
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10 | (2) |
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12 | (2) |
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14 | (1) |
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15 | (1) |
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16 | (3) |
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19 | (1) |
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20 | (2) |
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22 | (1) |
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22 | (1) |
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Toward Recognition and Maturity |
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23 | (3) |
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26 | (2) |
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28 | (1) |
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Practitioners of Public Relations |
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29 | (24) |
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29 | (1) |
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30 | (2) |
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30 | (2) |
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32 | (1) |
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Education and Preparation |
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32 | (1) |
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33 | (1) |
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34 | (3) |
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37 | (4) |
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38 | (2) |
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40 | (1) |
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Communication Facilitator |
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41 | (1) |
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Problem-Solving Facilitator |
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41 | (1) |
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What Roles Research Tells Us |
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41 | (3) |
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Technicians Versus Managers |
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42 | (1) |
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43 | (1) |
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43 | (1) |
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44 | (1) |
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45 | (1) |
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45 | (3) |
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48 | (2) |
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50 | (2) |
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52 | (1) |
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53 | (34) |
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53 | (1) |
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Origins within Organizations |
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54 | (2) |
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Establishing a Public Relations Department |
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55 | (1) |
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Retaining Outside Counsel |
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55 | (1) |
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Public Relations Starts with Top Management |
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56 | (2) |
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58 | (1) |
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59 | (2) |
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61 | (6) |
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The Department's Advantages |
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62 | (1) |
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The Department's Disadvantages |
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63 | (1) |
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Titles and Reporting Relationships |
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64 | (2) |
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Determinants of Excellence |
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66 | (1) |
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Working with Other Departments |
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67 | (3) |
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67 | (1) |
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68 | (1) |
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69 | (1) |
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The Outside Counseling Firm |
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70 | (11) |
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70 | (2) |
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Advertising Agency Ownership |
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72 | (1) |
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73 | (2) |
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Reasons for Retaining Outside Counsel |
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75 | (1) |
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Client-Firm Relationships |
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75 | (3) |
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78 | (1) |
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79 | (1) |
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80 | (1) |
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81 | (2) |
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83 | (2) |
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85 | (2) |
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87 | (31) |
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87 | (1) |
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88 | (1) |
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American Beginnings: Born in Adversity and Change |
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88 | (6) |
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88 | (1) |
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89 | (2) |
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91 | (1) |
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92 | (1) |
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93 | (1) |
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First Corporate Department |
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93 | (1) |
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94 | (2) |
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96 | (5) |
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96 | (2) |
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98 | (3) |
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101 | (1) |
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World War I Period: 1917--1918 |
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101 | (2) |
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Booming Twenties Era: 1919--1929 |
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103 | (3) |
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Roosevelt Era and World War II: 1930-1945 |
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106 | (2) |
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108 | (2) |
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Period of Protest and Empowerment (1965--1985) |
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110 | (3) |
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Digital Age and Globalization (1965--Present) |
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113 | (1) |
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113 | (4) |
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117 | (1) |
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118 | (163) |
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Ethics and Professionalism |
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118 | (29) |
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118 | (1) |
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Philosophical Foundations of Ethics |
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119 | (3) |
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120 | (1) |
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120 | (1) |
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121 | (1) |
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Ethical Foundations of Professionalism |
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122 | (3) |
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122 | (1) |
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123 | (1) |
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123 | (1) |
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124 | (1) |
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125 | (1) |
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126 | (1) |
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126 | (1) |
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127 | (1) |
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Research and the Body of Knowledge |
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127 | (2) |
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128 | (1) |
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128 | (1) |
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Licensing and Accreditation |
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129 | (3) |
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130 | (1) |
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131 | (1) |
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Professional Organizations |
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132 | (6) |
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International Professional Organizations |
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132 | (2) |
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National Professional Organizations |
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134 | (1) |
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Specialized, Regional, and Local Associations |
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135 | (2) |
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137 | (1) |
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138 | (3) |
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Winning Acceptance and Stature |
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141 | (2) |
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Toward a Promising Future |
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143 | (1) |
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143 | (3) |
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146 | (1) |
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147 | (27) |
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147 | (1) |
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148 | (2) |
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Public Relations and the First Amendment |
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150 | (1) |
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Public Relations Access to Mass Media |
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151 | (2) |
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151 | (1) |
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151 | (1) |
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152 | (1) |
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152 | (1) |
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Access to Government Information and Meetings |
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153 | (1) |
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Corporate Political Expression |
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154 | (1) |
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155 | (3) |
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158 | (1) |
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158 | (1) |
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158 | (1) |
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Regulation of Publicly Owned Companies |
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159 | (2) |
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Copyright and Trademark Law |
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161 | (3) |
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161 | (2) |
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163 | (1) |
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Tort Law: Libel and Privacy Invasion |
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164 | (4) |
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164 | (3) |
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167 | (1) |
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168 | (1) |
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Litigation Public Relations |
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168 | (1) |
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168 | (1) |
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169 | (1) |
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169 | (4) |
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173 | (1) |
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Theoretical Underpinnings: Adjustment and Adaptation |
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174 | (21) |
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174 | (1) |
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175 | (1) |
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176 | (1) |
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176 | (5) |
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Environmental Change Pressures |
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178 | (1) |
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Subsystems and Suprasystems |
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179 | (1) |
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180 | (1) |
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181 | (2) |
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Cybernetics in Open Systems |
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183 | (4) |
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Open Systems Model of Public Relations |
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187 | (4) |
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191 | (2) |
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193 | (2) |
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Communication and Public Opinion |
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195 | (27) |
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195 | (1) |
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196 | (1) |
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Dissemination Versus Communication |
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197 | (1) |
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Elements of the Communication Model |
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198 | (5) |
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198 | (1) |
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199 | (1) |
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200 | (1) |
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201 | (1) |
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Context of the Relationship |
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201 | (1) |
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202 | (1) |
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203 | (3) |
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Creating Perceptions of the World around Us |
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203 | (1) |
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204 | (1) |
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Diffusing Information and Innovation |
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205 | (1) |
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205 | (1) |
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Publics and Their Opinions |
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206 | (5) |
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Definition of Public Opinion |
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207 | (2) |
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209 | (2) |
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Individual Orientations and Coorientation |
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211 | (6) |
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211 | (1) |
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212 | (1) |
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Coorientational Consensus |
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213 | (2) |
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Coorientational Relationships |
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215 | (2) |
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217 | (3) |
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220 | (2) |
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Internal Relations and Employee Communication |
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222 | (29) |
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222 | (1) |
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Importance of Internal Relations |
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223 | (2) |
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225 | (5) |
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227 | (1) |
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Dominant Coalition's Impact on Public Relations |
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227 | (1) |
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Worldview and Organizational Culture |
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228 | (2) |
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Internal Relations Challenges |
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230 | (4) |
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231 | (1) |
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231 | (1) |
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Organizational Change: Mergers, Acquisitions, and Layoffs |
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232 | (2) |
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234 | (3) |
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234 | (1) |
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235 | (1) |
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235 | (1) |
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236 | (1) |
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237 | (6) |
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237 | (2) |
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239 | (1) |
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239 | (2) |
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241 | (1) |
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Published Speeches, Position Papers, and ``Backgrounders'' |
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241 | (1) |
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Bulletin Boards and Electronic Notices |
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242 | (1) |
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Face-to-Face Communication and the ``Grapevine'' |
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243 | (5) |
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243 | (1) |
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Meetings and Teleconferences |
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244 | (1) |
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Video and Film Presentations |
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245 | (2) |
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247 | (1) |
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248 | (2) |
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250 | (1) |
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External Media and Media Relations |
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251 | (30) |
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251 | (1) |
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New Media, New Challenges |
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252 | (2) |
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Traditional Media, New Uses |
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254 | (12) |
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255 | (2) |
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Wire Services and News Syndicates |
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257 | (3) |
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260 | (1) |
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261 | (2) |
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263 | (3) |
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Cable and Satellite Television |
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266 | (1) |
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266 | (11) |
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268 | (2) |
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Guidelines for Good Media Relations |
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270 | (3) |
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Guidelines for Working with the Press |
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273 | (4) |
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277 | (3) |
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280 | (1) |
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PART 3 MANAGEMENT PROCESS |
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281 | (105) |
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Step One: Defining Public Relations Problems |
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281 | (27) |
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281 | (1) |
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282 | (2) |
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Role of Research in Strategic Planning |
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284 | (1) |
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284 | (1) |
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Listening as Systematic Research |
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285 | (2) |
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Defining Public Relations Problems |
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287 | (5) |
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287 | (1) |
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288 | (4) |
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292 | (1) |
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Informal or ``Exploratory'' Methods |
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293 | (6) |
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293 | (1) |
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294 | (1) |
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Focus Groups and Community Forums |
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294 | (1) |
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Advisory Committees and Boards |
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295 | (1) |
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Ombudsman or Ombuds Officer |
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296 | (1) |
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297 | (1) |
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298 | (1) |
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298 | (1) |
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299 | (1) |
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299 | (6) |
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Secondary Analysis and Online Databases |
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301 | (1) |
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302 | (1) |
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302 | (3) |
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305 | (2) |
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307 | (1) |
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Step Two: Planning and Programming |
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308 | (30) |
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308 | (1) |
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309 | (3) |
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Public Relations as Part of Strategic Thinking |
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309 | (1) |
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310 | (2) |
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312 | (5) |
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313 | (1) |
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314 | (1) |
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315 | (1) |
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316 | (1) |
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317 | (8) |
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317 | (1) |
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318 | (3) |
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321 | (2) |
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Writing Program Objectives |
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323 | (2) |
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Planning for Program Implementation |
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325 | (10) |
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Writing Planning Scenarios |
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325 | (1) |
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Anticipating Disasters and Crises |
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326 | (3) |
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Establishing an Information Center |
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329 | (2) |
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331 | (1) |
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Pretesting Program Elements |
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332 | (2) |
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334 | (1) |
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335 | (2) |
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337 | (1) |
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Step Three: Taking Action and Communicating |
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338 | (23) |
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338 | (1) |
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338 | (1) |
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The Action Component of Strategy |
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339 | (5) |
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Acting Responsively and Responsibly |
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339 | (1) |
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Coordinating Action and Communication |
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340 | (2) |
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Action as an Open Systems Response |
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342 | (2) |
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Communication Component of Strategy |
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344 | (13) |
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344 | (4) |
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348 | (1) |
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349 | (2) |
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351 | (2) |
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Putting It All Together in a Campaign |
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353 | (1) |
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Disseminating the Message |
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354 | (2) |
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Reconsidering the Process |
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356 | (1) |
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Implementing the Strategy |
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357 | (1) |
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358 | (2) |
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360 | (1) |
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Step Four: Evaluating the Program |
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361 | (25) |
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361 | (1) |
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The Push for Measurable Results |
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362 | (2) |
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Evaluation Research Process |
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364 | (3) |
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Levels of Program Evaluation |
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367 | (14) |
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Preparation Criteria and Methods |
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368 | (3) |
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Implementation Criteria and Methods |
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371 | (5) |
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Impact Criteria and Methods |
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376 | (5) |
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Interpreting and Using Results of Evaluation |
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381 | (2) |
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383 | (2) |
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385 | (1) |
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386 | (90) |
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Business and Industry Public Relations |
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386 | (24) |
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386 | (1) |
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387 | (1) |
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Public Relations in Corporate Organizations |
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388 | (2) |
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Corporate Social Responsibility |
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390 | (6) |
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396 | (1) |
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Corporate Financial Relations |
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397 | (1) |
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398 | (5) |
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Remedies for Corporate Misbehavior |
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403 | (1) |
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404 | (1) |
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Terrorism and Corporate Security |
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404 | (2) |
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406 | (1) |
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407 | (2) |
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409 | (1) |
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Government and Public Affairs |
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410 | (33) |
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410 | (1) |
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The Goals of Public Affairs in Government |
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411 | (1) |
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412 | (3) |
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413 | (1) |
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International Broadcasting |
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414 | (1) |
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Ensuring Active Cooperation in Government Programs |
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415 | (1) |
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Fostering Citizen Support |
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416 | (3) |
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417 | (1) |
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418 | (1) |
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Serving as the Public's Advocate |
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419 | (1) |
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Electronic Government and Citizen Participation |
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420 | (1) |
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Managing Information Internally |
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421 | (1) |
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Facilitating Media Relations |
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421 | (1) |
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Building Community and Nation |
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422 | (2) |
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422 | (1) |
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423 | (1) |
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Barriers to Effective Government Public Affairs |
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424 | (5) |
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424 | (1) |
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425 | (1) |
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426 | (3) |
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Government-Media Relations |
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429 | (5) |
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Media Access to Government |
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429 | (1) |
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Government Dependence on Media |
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430 | (2) |
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Media Reporting of Government |
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432 | (2) |
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434 | (1) |
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435 | (2) |
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Public Affairs in Politics |
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437 | (1) |
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438 | (4) |
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442 | (1) |
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Nonprofits, Trade Associations, and Nongovernmental Organizations |
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443 | (33) |
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443 | (1) |
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444 | (5) |
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Defining Nonprofit Organizations |
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444 | (1) |
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Volunteerism and Philanthropy |
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445 | (1) |
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445 | (4) |
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Role of Public Relations in Nonprofit Organizations |
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449 | (2) |
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451 | (1) |
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451 | (2) |
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453 | (4) |
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453 | (1) |
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Health-Care Public Relations and Marketing |
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454 | (1) |
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455 | (2) |
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457 | (4) |
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457 | (1) |
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Public Relations for Public Schools |
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457 | (2) |
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459 | (2) |
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College Presidents' Public Relations Role |
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461 | (1) |
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Churches and Other Nonprofit Organizations |
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461 | (2) |
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Associations and Societies |
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463 | (4) |
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463 | (2) |
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The Problem of Serving Many Masters |
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465 | (1) |
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Growing Importance of Public Relations |
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465 | (2) |
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The Nature of Programming |
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467 | (1) |
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467 | (4) |
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The Role of Public Relations |
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469 | (1) |
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469 | (2) |
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471 | (1) |
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|
471 | (3) |
|
|
|
474 | (2) |
| Index |
|
476 | |
