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Public Relations: Strategies and Tactics 11th edition [Mīkstie vāki]

(Jauns izdevums: 9781292056586)
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  • Formāts: Paperback / softback, 624 pages, height x width x depth: 10x10x10 mm, weight: 1210 g
  • Izdošanas datums: 13-Mar-2014
  • Izdevniecība: Pearson
  • ISBN-10: 0205960642
  • ISBN-13: 9780205960644 (Jauns izdevums: 9781292056586)
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Public Relations: Strategies and Tactics 11th editionPalielināt
  • Formāts: Paperback / softback, 624 pages, height x width x depth: 10x10x10 mm, weight: 1210 g
  • Izdošanas datums: 13-Mar-2014
  • Izdevniecība: Pearson
  • ISBN-10: 0205960642
  • ISBN-13: 9780205960644 (Jauns izdevums: 9781292056586)
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780205960644.html

Clearly explains the basic concepts, strategies, and tactics of today’s public relations practice

Public Relations: Strategies and Tactics uses real-world case studies and examples to explain the basic concepts and theory behind modern public relations practice. This comprehensive text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. The writing is geared to undergraduates, and many colorful charts and photos are used to enhance major concepts.

MySearchLab is a part of the Wilcox/Cameron/Reber program. Research and writing tools, including access to academic journals, help students understand critical thinking in even greater depth. To provide students with flexibility, students can download the eText to a tablet using the free Pearson eText app.


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PART 1 Role
1(122)
Chapter 1 What Is Public Relations?
1(38)
The Challenge of Public Relations
2(12)
A Global Industry
5(2)
A Definition of Public Relations
7(2)
Other Popular Names
9(1)
Stereotypes and Less Flattering Terms
10(4)
Public Relations as a Process
14(9)
The Diversity of Public Relations Work
15(1)
Public Relations vs. Journalism
16(3)
Public Relations vs. Advertising
19(1)
Public Relations vs. Marketing
20(1)
How Public Relations Supports Marketing
21(1)
Toward an Integrated Perspective
21(2)
A Career in Public Relations
23(13)
Essential Career Skills
26(3)
The Value of Internships
29(2)
Salaries in the Field
31(3)
The Value of Public Relations
34
On the Job Insights: The Nature of Public Relations Work
3(9)
On the Job Insights: Is Apple's Decision to Build Macs in the United States a Publicity Stunt”r;?
12(1)
On the Job Ethics: Facebook's Attempt at Spin”r; Makes No Friends
13(5)
On the Job a Multicultural World: A Cuban Restaurant in Miami Celebrates Its 40th Anniversary
18(6)
On the Job Insights: Networking: The Key to Career Success
24(3)
On the Job Insights: Do You Have the Right Personality for a Career in Public Relations?
27(1)
On the Job Insights: How to Succeed in Public Relations
28(1)
On the Job Social Media in Action: Advertising Firm Hires Interns through a Twitter Campaign
29(1)
On the Job Insights: Can You Complete This Internship Application?
30(2)
On the Job Insights: Entry-Level Salaries in the Communications Field
32(1)
On the Job Insights: An Overview of Salaries in the Public Relations Field
33(2)
On the Job Insights: Looking for an Entry-Level Job in Public Relations?
35(1)
Summary
36(1)
Case Activity: Promoting Beef Jerky as a Healthy Snack
37(1)
Questions for Review and Discussion
37(1)
Media Resources
37(2)
Chapter 2 The Evolution of Public Relations
39(31)
Early Beginnings
40(2)
The Middle Ages
40(1)
Colonial America
41(1)
The 1800s: The Golden Age of Press Agentry
42(6)
The Legacy of P. T. Barnum
43(1)
Promoting the Westward Movement
43(3)
Politics and Social Movements Take the Stage
46(2)
Early Corporate Initiatives
48(1)
1900 to 1950: The Age of Pioneers
48(11)
Ivy Lee: The First Public Relations Counsel
49(1)
Edward L. Bernays: Father of Modern Public Relations
50(2)
Other Pioneers in the Field
52(3)
Major Contributions by Industrialists, Presidents
55(1)
1950 to 2000: Public Relations Comes of Age
56(2)
The Influx of Women into the Field
58(4)
2000 to the Present: Public Relations Enters the Digital Age
62(1)
Public Relations in the Next Five Years
63
On the Job Insights: The Social Media of the Reformation
41(3)
On the Job a Multicultural World: The Beginnings of Public Relations in Other Nations
44(3)
On the Job Insights: Major Historical Themes over the Centuries
47(4)
On the Job Ethics: Was Ivy Lee Less than Honest?
51(6)
On the Job Insights: Four Classic Models of Public Relations
57(2)
PR Casebook: Classic Campaigns Show the Power of Public Relations
59(5)
On the Job Insights: A Multicultural World: Global Study Identifies Top Issues in Public Relations
64(3)
Summary
67(1)
Case Activity: It's Not Raining Men
68(1)
Questions for Review and Discussion
68(1)
Media Resources
69(1)
Chapter 3 Ethics and Professionalism
70(25)
Understanding Ethics and Values
71(2)
The Ethical Advocate
73(1)
The Role of Professional Organizations
73(4)
The Public Relations Society of America (PRSA)
73(2)
The International Association of Business Communicators (IABC)
75(1)
The International Public Relations Association (IPRA)
75(1)
Other Groups
76(1)
Professional Codes of Conduct
77(5)
Codes for Specific Situations
79(3)
Other Steps toward Professionalism
82(7)
Changing Practitioner Mindsets
82(4)
A Standardized Curriculum
86(1)
Expanding Body of Knowledge
86(1)
Professional Accreditation
87(2)
Ethical Dealings with the News Media
89(4)
Gifts to Journalists
90(2)
Linking Ads with News Coverage
92(1)
Transparency and Disclosure Issues
92
On the Job Insights: Use of Front Groups”r; Poses Ethical Concerns
72(6)
On the Job Insights: Global Standards for Professional Practice
78(1)
On the Job Insights: PRSA's Code of Ethics: Guidelines for Professional Practice
79(2)
On the Job Social Media in Action: Dealing Ethically with Consumer Review Sites
81(2)
On the Job Insights: Your Job: Ethics Counselor to Senior Management
83(2)
On the Job Ethics: The Ethical Dilemma of Being a Spokesperson
85(6)
On the Job a Multicultural World: Pay for Play”r; in China
91(2)
Summary
93(1)
Case Activity: Ethical Dilemmas in the Workplace
93(1)
Questions for Review and Discussion
94(1)
Media Resources
94(1)
Chapter 4 Public Relations Departments and Firms
95(28)
Public Relations Departments
96(12)
Corporate Structure Shapes the Public Relations Role
96(2)
Organization of Departments
98(4)
Public Relations as a Staff Function
102(2)
Levels of Influence
104(1)
Cooperation with Other Staff Functions
105(1)
The Trend toward Outsourcing
106(2)
Public Relations Firms
108(13)
Services Provided by Firms
109(3)
Global Reach
112(1)
The Rise of Communication Conglomerates
112(2)
Structure of a Counseling Firm
114(1)
How Public Relations Firms Get Business
115(1)
Pros and Cons of Using a Public Relations Firm
115(4)
Fees and Charges
119
On the Job Insights: So You Want to Make a Six-Figure Salary?
97(2)
On the Job a Multicultural World: IBM Has a Global Birthday Celebration
99(3)
On the Job Insights: Job Levels in Public Relations
102(1)
On the Job Insights: Wanted: A Public Relations Specialist
103(4)
PR Casebook: 7-Eleven Celebrates Its Birthday with 5 Million Free Slurpees
107(3)
On the Job Social Media in Action: Sterling Vineyards Finds the Perfect Host
110(1)
On the Job Insights: The Secret Life of Working in 3 Public Relations Firm
111(2)
On the Job Insights: American PR Firms Have Global Clients
113(1)
On the Job Insights: Top 10 Public Relations Firms
114(2)
On the Job Insights: Wanted: An Account Executive for a Public Relations Firm
116(2)
On the Job Insights: Kenya Looks for a Public Relations Firm
118(1)
On the Job Ethics: PR Firm Dropped by Wal-Mart for Ethical Lapse
119(1)
On the Job Insights: Your Choice: A Corporation or a PR Firm?
120(1)
Summary
121(1)
Case Activity: Planning a Career in Public Relations
122(1)
Questions for Review and Discussion
122(1)
Media Resources
122(1)
PART 2 Process
123(96)
Chapter 5 Research
123(28)
The Importance of Research
124(5)
Defining the Research Role
124(1)
Determining the Research Role and Scope Using Research
125(2)
A Variety of Research Techniques
127(2)
Secondary Research
129(3)
Online Databases
129(2)
The World Wide Web
131(1)
Qualitative Research
132(4)
Content Analysis
132(1)
Interviews
133(1)
Focus Groups
133(2)
Copy Testing
135(1)
Ethnographic Techniques
136(1)
Quantitative Research
136(2)
Random Sampling
136(1)
Sample Size
137(1)
Questionnaire Construction
138(2)
Carefully Consider Wording
138(1)
Avoid Loaded Questions
139(1)
Consider Timing and Context
139(1)
Avoid the Politically Correct Answer
139(1)
Give a Range of Possible Answers
139(1)
Use Scaled Answer Sets
139(1)
How to Reach Respondents
140(3)
Mailed Questionnaires
141(1)
Telephone Surveys
141(1)
Personal Interviews
141(1)
Omnibus or Piggyback Surveys
142(1)
Web and E-Mail Surveys
142(1)
Digital Analytics for Public Relations
143(1)
Web Analytics
143(1)
Social Media Monitoring Tools
143(1)
Social Media Participatory Research
144(1)
Web Analytics
144(1)
Social Media Monitoring Tools
145(2)
Social Media Participatory Research
147(2)
On the Job Social Media in Action: New Brunswick Targets Audiences Using Google Analytics
130(4)
On the Job a Multicultural World: Reaching a Diverse Audience about Electric Rates
134(4)
On the Job Ethics: Sex and Alcohol: The AMA's News Release
138(2)
On the Job Insights: Questionnaire Guidelines
140(8)
PR Casebook: Research Provides Foundation for Cookie Campaign
148(1)
Summary
149(1)
Case Activity: Conducting Research about Rumors in Real Time
149(1)
Questions for Review and Discussion
150(1)
Media Resources
150(1)
Chapter 6 Program Planning
151(20)
The Value of Planning
152(1)
Approaches to Planning
152(3)
Management by Objective
152(2)
An Agency Planning Model
154(1)
Elements of a Program Plan
155(14)
Situation
156(2)
Objectives
158(1)
Audience
159(1)
Strategy
160(1)
Tactics
161(2)
Calendar/Timetable
163(3)
Budget
166(1)
Evaluation
166
On the Job Insights: Social Media in Action
153(4)
PR Casebook: Chase Sapphire Serves Up Foodie Experiences
157(4)
On the Job Insights: A New Frontier for Strategy
161(1)
On the Job a Multicultural World: Latinas Don't Walk, They Strut: A Celebration of Latin Style
162(2)
On the Job Ethics: Grassroots Environmentalism: Conflict of Interest or a Win-Win?
164(4)
On the Job Insights: The Big Picture”r; of Program Planning
168(1)
Summary
169(1)
Case Activity: A Plan for Fair Trade Mojo
169(1)
Questions for Review and Discussion
169(1)
Media Resources
170(1)
Chapter 7 Communication
171(26)
The Goals of Communication
172(3)
Implementing the Plan
172(1)
A Public Relations Perspective
172(3)
Receiving the Message
175(3)
Five Communication Elements
175(1)
The Importance of Two-Way Communication
176(2)
Paying Attention to the Message
178(4)
Some Theoretical Perspectives
179(1)
Other Attention-Getting Concepts
180(2)
Understanding the Message
182(4)
Effective Use of Language
182(1)
Writing for Clarity
182(4)
Believing the Message
186(2)
Remembering the Message
188(1)
Acting on the Message
189(5)
The Five-Stage Adoption Process
189(2)
The Time Factor
191(1)
How Decisions Are Influenced
191(1)
Word-of-Mouth Campaigns
192
On the Job Social Media in Action: Nestle Gets Bruised in Social Media Fight with Greenpeace
177(4)
PR Casebook: Mobile on the John: A Public Relations Firm Scores a Royal Flush
181(4)
On the Job Insights: Hit Parade of Overused Words in News Releases
185(2)
On the Job Insights: Are Women Better Communicators Than Men?
187(6)
On the Job Insights: New and Improved Press Releases Still Achieve Communication Objectives
193(1)
On the Job Ethics: eWOM Poses Ethical Challenges
194(1)
Summary
194(1)
Case Activity: A New Campaign to Combat Heart Disease
195(1)
Questions for Review and Discussion
196(1)
Media Resources
196(1)
Chapter 8 Evaluation
197(22)
The Purpose of Evaluation
198(1)
Objectives: A Prerequisite for Evaluation
198(1)
Current Status of Measurement and Evaluation
199(1)
Measurement of Production
200(1)
Measurement of Message Exposure
201(8)
Media Impressions
203(1)
Basic Web Analytics
204(1)
Advertising Value Equivalency (AVE)
204(2)
Systematic Tracking
206(2)
Requests and 800 Numbers
208(1)
Return on Investment (ROI)
208(1)
Measurement of Audience Awareness
209(1)
Measurement of Audience Attitudes
210(1)
Measurement of Audience Action
210(3)
Measurement of Supplemental Activities
213(3)
Communication Audits
213(1)
Pilot Tests and Split Messages
213(1)
Meeting and Event Attendance
214(1)
Newsletter Readership
214
On the Job Insights: Effectiveness Of Measurement Tools
201(1)
On the Job Insights: Measuring Effectiveness on the Web
202(3)
On the Job a Multicultural World: YouTube Videos Promote World Water Day
205(2)
On the Job Ethics: The New Math: Ad Rates versus News Coverage
207(4)
PR Casebook: Ketchum's Evaluation of the Double Tree CAREavan
211(4)
On the Job Social Media in Action: Chevy at SXSW: Event Success by the Numbers
215(1)
Summary
216(1)
Case Activity: Evaluating the Success of Tourism Promotion
217(1)
Questions for Review and Discussion
217(1)
Media Resources
218(1)
PART 3 Strategy
219(112)
Chapter 9 Public Opinion and Persuasion
219(29)
What Is Public Opinion?
220(1)
Opinion Leaders as Catalysts
221(4)
Types of Leaders
221(3)
The Flow of Opinion
224(1)
The Role of Mass Media
225(7)
Agenda-Setting Theory
225(1)
Media-Dependency Theory
226(1)
Framing Theory
226(2)
Conflict Theory
228(4)
The Dominant View of Public Relations
232(4)
Uses of Persuasion
232(1)
Persuasion in Negotiation
233(1)
Formulating Persuasive Messages
234(2)
Findings from Persuasion Research
236(1)
Factors in Persuasive Communication
236(6)
Audience Analysis
236(1)
Source Credibility
237(2)
Appeal to Self-interest
239(1)
Clarity of Message
240(1)
Timing and Context
240(1)
Audience Participation
240(1)
Suggestions for Action
241(1)
Content and Structure of Messages
241(1)
The Limits of Persuasion
242(2)
Lack of Message Penetration
244(1)
Competing Messages
244(1)
Self-Selection
244(1)
Self-Perception
244(1)
The Ethics of Persuasion
244(1)
On the Job: Pitt's Project
222(1)
On the Job Insights: The Life Cycle of Public Opinion
223(4)
On the Job Ethics: Framing Fracking: What Is the Truth?
227(2)
On the Job a Multicultural World: What Does It Mean to Be Authentic”r; around the World?
229(1)
PR Casebook: Gun Control Advocates and Opponents Work to Shape Public Opinion
230(3)
On the Job Insights: Six Principles of Persuasion
233(2)
Using Social Media and Blogs: Social Media in Action: Changing Nutrition Perceptions about McDonald's
235(10)
Summary
245(1)
Case Activity: Persuading People to Help Fund-Raise
246(1)
Questions for Review and Discussion
246(1)
Media Resources
247(1)
Chapter 10 Conflict Management: Dealing with Issues, Risks, and Crises
248(29)
Strategic Conflict Management
249(2)
The Role of Public Relations in Managing Conflict
251(4)
It Depends---A System for Managing Conflict
255(1)
It Depends: Two Basic Principles
256(3)
A Matrix of Contingency Factors
257(1)
The Contingency Continuum
258(1)
The Conflict Management Life Cycle
259(2)
Proactive Phase
259(1)
Strategic Phase
260(1)
Reactive Phase
260(1)
Recovery Phase
260(1)
Processes for Managing the Life Cycle
261(1)
Issues Management
261(2)
Strategy Options
262(1)
Action Plan
263(1)
Evaluation
263(1)
Conflict Positioning and Risk Communication
263(2)
Variables Affecting Risk Perceptions
264(1)
Crisis Management
265(4)
What Is a Crisis?
265(1)
A Lack of Crisis Planning
266(1)
How to Communicate during a Crisis
267(1)
Strategies for Responding to Crises
267(2)
Reputation Management
269(5)
The Three Foundations of Reputation
269(1)
Image Restoration
270(4)
Deja Vu---All Over Again
274
On the Job a Multicultural World: Managing Conflict: Benetton Balances Humanitarian and Business Ideals
253(9)
On the Job Insights: The Issues Management Process
262(4)
On the Job Social Media in Action: Social Media Plays Crucial Role after Tornado
266(6)
PR Casebook: Changing Corporate Culture Helps Toyota Turn the Corner
272(2)
Summary
274(1)
Case Activity: Unlikely Coalitions Fight New York over Soda Ban
275(1)
Questions for Review and Discussion
276(1)
Media Resources
276(1)
Chapter 11 Reaching Diverse Audiences
277(23)
A Multicultural Nation
278(1)
Reaching Ethnic Audiences
279(9)
Hispanics
281(1)
African Americans
282(3)
Asian Americans
285(3)
Reaching Diverse Age Groups
288(3)
The Millennial Generation
288(1)
Teenagers
289(1)
Baby Boomers
289(1)
Seniors
290(1)
Gender/Lifestyle Audiences
291(6)
Women
291(1)
The LGBT Community
292(1)
Religious Groups
293(3)
The Disability Community
296
On the Job Insights: Minorities Assure Obama's Election
280(2)
On the Job Social Media in Action: Pampers Makes Every Hispanic Baby Special
282(1)
On the Job a Multicultural World: Pepsi Sponsors Global Latin Music Concert
283(1)
On the Job Insights: Art Connects Cruise Ship Line with African Americans
284(1)
On the Job Insights: The Diversity of Education and Income
285(2)
On the Job Insights: Communicating with Multicultural Groups
287(5)
On the Job Social Media in Action: Potty Humor for Moms
292(2)
PR Casebook: Ben & Jerry's Celebrates Same-Sex Marriage
294(2)
On the Job Ethics: Lowe's Stumbles on Sponsorship of All-American Muslim
296(1)
Summary
297(1)
Case Activity: A Campaign to Increase Student Diversity
298(1)
Questions for Review and Discussion
298(1)
Media Resources
299(1)
Chapter 12 Public Relations and the Law
300(31)
A Sampling of Legal Problems
301(1)
Libel and Defamation
302(2)
Avoiding Libel Suits
303(1)
The Fair Comment Defense
304(1)
Invasion of Privacy
304(3)
Employee Communication
304(1)
Photo Releases
305(1)
Product Publicity and Advertising
305(1)
Media Inquiries about Employees
306(1)
Copyright Law
307(4)
Fair Use versus Infringement
308(1)
Photography and Artwork
309(1)
The Rights of Freelance Writers
309(1)
Copyright Issues on the Internet
310(1)
Copyright Guidelines
310(1)
Trademark Law
311(5)
The Protection of Trademarks
313(1)
The Problem of Trademark Infringement
314(1)
Misappropriation of Personality
315(1)
Regulations by Government Agencies
316(5)
Federal Trade Commission
316(2)
Securities and Exchange Commission
318(2)
Federal Communications Commission
320(1)
Other Federal Regulatory Agencies
321(2)
The Food and Drug Administration
321(1)
Equal Employment Opportunity Commission
322(1)
Corporate Speech
323(1)
Nike's Free Speech Battle
323(1)
Employee Speech
324(1)
Employee E-Mail
324(1)
Surfing the Internet
324(1)
Employee Blogs
325(1)
Liability for Sponsored Events
325(1)
The Attorney/Public Relations Relationship
326(3)
On the Job a Multicultural World: MillerCoors Faces Controversy in a Long-Held Sponsorship
302(15)
On the Job Social Media in Action: The FTC Tackles Undisclosed Celebrity Social Media Endorsements
317(9)
On the Job Insights: Are Conversations Between Public Relations Pros and Their Clients Legally Protected?
326(2)
PR Casebook: Coca-Cola Fights Legal Battles on Regulatory and Consumer Fronts
328(1)
Summary
329(1)
Case Activity: Should Employees Social Media Activities Be Controlled?
330(1)
Questions for Review and Discussion
330(1)
Media Resources
330(1)
PART 4 Tactics
331(114)
Chapter 13 The Internet and Social Media
331(32)
The Internet: Pervasive in Our Lives
332(1)
The World Wide Web
333(9)
Making a Website Interactive
336(1)
Managing the Website
337(1)
Webcasts
337(1)
Podcasts
338(1)
Blogs: Everyone Is a Journalist
339(2)
Wikis: Saving Trees
341(1)
The Tsunami of Social Media
342(14)
Facebook: King of the Social Networks
344(3)
Twitter: Saying It in 144 Characters
347(3)
LinkedIn: The Professional Network
350(1)
YouTube: King of Video Clips
350(3)
Flickr and Instagram: Sharing Photos
353(1)
Pinterest
354(2)
The Rising Tide of Mobile-Enabled Content
356(4)
An Ocean of Apps
357(3)
Texting: Not Sexy but Pervasive
360
On the Job Insights: Ways That Organizations Use Their Web sites
335(6)
On the Job Ethics: The Rules of Social Engagement
341(2)
On the Job Social Media in Action: Marriage Equality Symbol Goes Viral
343(1)
On the Job Insights: Some Misconceptions About Being a Social Media Manager
344(5)
On the Job Insights: Does Justin Bieber Really Have 37 Million Followers?
349(3)
PR Casebook: Social Media Fuel a Solar Decathlon
352(6)
On the Job a Multicultural World: Adidas, Singapore Campaigns Tap Social Media
358(2)
Summary
360(1)
Case Activity: A Social Media Campaign for Yogurt Program
361(1)
Questions for Review and Discussion
361(1)
Media Resources
361(2)
Chapter 14 Preparing Materials for Mass Media
363(31)
The Importance of Mass Media
364(1)
The News Release
364(6)
Planning a News Release
365(1)
The Basic Online News Release
365(3)
The Multimedia News Release
368(2)
Publicity Photos and Infographics
370(4)
Infographics
373(1)
Media Kits
374(1)
Mat Releases
375(1)
Media Alerts and Fact Sheets
376(2)
Two Kinds of Fact Sheets
376(2)
The Art of Pitching a Story
378(4)
Tapping into Media Queries
382(1)
Distributing Media Materials
382(3)
Electronic News Services
383(1)
Online Newsrooms
383(2)
Media Interviews
385(2)
Preparing for an Interview
386(1)
The Print Interview
386(1)
News Conferences
387(2)
Planning and Conducting a News Conference
388(1)
Online News Conferences
389(1)
Media Tours and Press Parties
389(2)
Media Tours
389(1)
Press Parties
390
On the Job a Multicultural World: Sensitivity Required for Global News Releases
367(11)
On the Job Ethics: The Blurring Line Between Earned”r; and Paid”r; Media
378(2)
On the Job Insights: Media Relations: How to Get a Date with a Reporter
380(1)
PR Casebook: A Successful Pitch Pays Dividends
381(1)
On the Job Insights: Working with Citizen”r; Journalists
382(5)
On the Job Social Media in Action: Samsung Smartphone Has Media's Number
387(4)
Summary
391(1)
Case Activity: Promoting the Opening of a New Library
392(1)
Questions for Review and Discussion
392(1)
Media Resources
393(1)
Chapter 15 Radio and Television
394(24)
The Reach of Radio and Television
395(1)
Radio
395(6)
Audio News Releases
396(2)
Radio PSAs
398(2)
Radio Media Tours
400(1)
Television
401(6)
Video News Releases
402(2)
The New Normal”r;: B-Roll Packaging
404(1)
Television PSAs
404(1)
Satellite Media Tours
405(1)
News Feeds
406(1)
Guest Appearances
407(4)
Talk Shows
408(1)
Magazine Shows
409(1)
Pitching a Guest Appearance
410(1)
Product Placements
411(4)
Issues Placement
413(1)
DJs and Media-Sponsored Events
414
On the Job a Multicultural World: Broadcast Media Has Large Hispanic Audience
396(3)
On the Job Insights: Radio PSAs Should Have Varying Lengths
399(6)
PR Casebook: Video PSA Warns About Use of Decorative Contact Lenses
405(2)
On the Job Insights: Guidelines for a Satellite Media Tour
407(5)
On the Job Ethics: Should Television Guests Reveal Their Sponsors?
412(2)
On the Job Social Media in Action: Brand Journalism Extends the Reach of Television
414(1)
Summary
415(1)
Case Activity: Getting Broadcast Time for Peanut Butter
416(1)
Questions for Review and Discussion
416(1)
Media Resources
417(1)
Chapter 16 Meetings and Events
418(27)
A World Filled with Events
419(1)
Group Meetings
419(6)
Planning
419(5)
Registration
424(1)
Program
424(1)
Banquets
425(3)
Working with Catering Managers
427(1)
Logistics and Timing
428(1)
Receptions and Cocktail Parties
428(3)
Open Houses and Plant Tours
431(1)
Conventions
432(4)
Planning
432(2)
Program
434(2)
Trade Shows
436(2)
Exhibit Booths
436(1)
Hospitality Suites
437(1)
Pressrooms and Media Relations
437(1)
Promotional Events
438(5)
Using Celebrities to Attract Attendance
439(1)
Planning and Logistics
440
On the Job Insights: A Job Listing for an Events Manager
420(1)
PR Casebook: Solid Promotional Strategy Makes Picasso a Hit in Seattle
421(1)
On the Job Insights: How to Plan a Meeting
422(5)
On the Job Insights: Making a Budget for a Banquet
427(3)
On the Job Insights: Asking the Right Questions After an Event
430(5)
On the Job Social Media in Action: Making Reservations on the Web
435(6)
On the Job a Multicultural World: Beer, Rum, Vibrators, and Garlic: The World of Promotional Events
441(1)
On the Job Insights: Corporate Sponsorships: Another Kind of Event
442(1)
Summary
443(1)
Case Activity: Plan an Event
444(1)
Questions for Review and Discussion
444(1)
Media Resources
444(1)
PART 5 Application
445(125)
Chapter 17 Corporations
445(28)
Today's Modern Corporation
446(5)
The Role of Public Relations
449(2)
Media Relations
451(2)
Customer Relations
453(6)
Reaching Diverse Markets
454(1)
Consumer Activism
455(2)
Consumer Boycotts
457(2)
Employee Relations
459(2)
Layoffs
460(1)
Investor Relations
461(1)
Marketing Communication
461(6)
Product Publicity
462(1)
Product Placement
462(1)
Cause-Related Marketing
463(1)
Corporate Sponsorships
464(1)
Viral Marketing
465(2)
Environmental Relations
467(1)
Corporate Philanthropy
467(3)
PR Casebook: Wal-mart Scandal Highlights Role of Investor Activists
447(4)
On the Job Insights: Study Finds Trust in Leaders Is Low
451(4)
On the Job Social Media in Practice: Duke Energy Uses Social Media to Tell Its Story
455(3)
On the Job Insights: Boycotts Come From All Directions
458(11)
On the Job Insights: Nudist Group Makes Pitch for Corporate Sponsors
469(1)
Summary
470(1)
Case Activity: A Corporate Wellness Campaign
471(1)
Questions for Review and Discussion
471(1)
Media Resources
471(2)
Chapter 18 Entertainment, Sports, and Tourism
473(20)
A Major Part of the American Economy
474(1)
The Cult of Celebrity
474(6)
The Public's Fascination with Celebrities
476(1)
The Work of a Publicist
477(3)
The Business of Sports
480(3)
Community Relations
481(2)
The Tourism Industry
483(7)
Phases of Travel Promotion
485(1)
Appeals to Target Audiences
485(2)
Coping with Threats and Crises
487
On the Job Social Media in Action: A Royal Birth Generates Record Coverage
475(3)
On the Job Insights: Wanted: A Press Coordinator for a Network
478(2)
On the Job Insights: How to Promote a Play
480(2)
On the Job Insights: The Super Bowl: An Economic Engine on Steroids
482(2)
On the Job a Multicultural World: Chinese Tourists Flood the World
484(2)
On the Job Insights: Fifty Shades of Travel Promotion
486(1)
On the Job Insights: How Many Freebies”r; to Accept?
487(2)
PR Casebook: Poop on the Deck: Carnival Cruise Line Has a Crisis
489(1)
Summary
490(1)
Case Activity: Promoting a Resort
491(1)
Questions for Review and Discussion
491(1)
Media Resources
491(2)
Chapter 19 Politics and Government
493(25)
Government Organizations
494(1)
Basic Purposes of Government Public Relations
494(1)
The Federal Government
495(8)
The White House
496(1)
Congress
497(1)
Federal Agencies
498(5)
State Governments
503(2)
Local Governments
505(1)
The Case for Government Public Information and Public Affairs
506(1)
Government Relations by Corporations
507(2)
Lobbying
509(4)
Pitfalls of Lobbying
511(1)
Grassroots Lobbying
512(1)
Election Campaigns
513(2)
PR Casebook: Election Campaign Team Turns Policy Campaign Team After Obama's Re-Election
495(4)
On the Job Insights: Partnership”r; Stretches Federal Funds
499(3)
On the Job Social Media in Action: Centers for Disease Control and Prevention Get Help From Zombies
502(6)
On the Job Insights: Google Flexes Its Muscle in Washington
508(2)
On the Job Ethics: Student Loan Industry Engages In Aggressive”r; Lobbying
510(5)
Summary
515(1)
Case Activity: How Do You Communicate Proactively?
516(1)
Questions for Review and Discussion
516(1)
Media Resources
517(1)
Chapter 20 Global Public Relations
518(27)
What Is Global Public Relations?
519(4)
Development in Other Nations
519(4)
International Corporate Public Relations
523(11)
The New Age of Global Marketing
523(2)
Language and Cultural Differences
525(3)
Foreign Corporations in the United States
528(1)
U.S. Corporations in Other Nations
529(5)
Public Relations by Governments
534(7)
American Public Diplomacy
540(1)
Opportunities in International Work
541(1)
On the Job a Multicultural World: Reaching Out to the Muslim World
526(1)
On the Job Insights: English Is the World's Dominant Language
527(1)
On the Job Insights: Traveling Abroad? How to Make a Good Impression
528(3)
On the Job Ethics: Would You Buy a T-Shirt Made in Bangladesh?
531(2)
PR Casebook: NGO Campaign Goes After Fishing Subsidies
533(2)
On the Job Social Media in Action: Wars and Conflict: Governments Enlist Social Media as a Weapon
535(1)
On the Job Insights: U.S. Firms Represent a Variety of Nations
536(1)
On the Job Insights: A CNN Report on Kazakhstan: News or Propaganda?
537(2)
On the Job Insights: China's Educational Outreach to the World
539(3)
Summary
542(1)
Case Activity: Promoting Tourism for Turkey
543(1)
Questions for Review and Discussion
543(1)
Media Resources
544(1)
Chapter 21 Nonprofit, Health, and Education
545(25)
The Nonprofit Sector
546(2)
Competition, Conflict, and Cooperation
546(2)
Membership Organizations
548(4)
Professional Associations
548(1)
Trade Groups
549(1)
Labor Unions
549(1)
Chambers of Commerce
550(2)
Advocacy Groups
552(1)
Public Relations Tactics
552(1)
Social Service Organizations
553(3)
Foundations
553(1)
Cultural Groups
554(1)
Religious Groups
555(1)
Public Relations Tactics
555(1)
Health Organizations
556(2)
Hospitals
556(1)
Health Agencies
557(1)
Educational Organizations
558(1)
Colleges and Universities
559(3)
Key Publics
560(2)
Fund-Raising and Development
562(5)
Motivations fir Giving
562(2)
Fund-Raising Methods
564
On the Job a Multicultural World: Global Strategic Communication Helps African Females Avoid Brutality
547(4)
On the Job Ethics: Chamber of Commerce Tempers Its Position on Global Climate Change
551(7)
On the Job Social Media in Action: Need Info about Sex?: Text a Question
558(3)
On the Job Insights: Universities Tap Alumni Through Social Media
561(2)
On the Job Insights: Charitable Donations Top $316 Billion
563(4)
On the Job Insights: A New Fund-Raising Technique: Crowdfunding
567(1)
Summary
567(1)
Case Activity: A Social Media Presence for Goodwill Industries
568(1)
Questions for Review and Discussion
568(1)
Media Resources
569(1)
Directory of Useful Web Sites 570(1)
Bibliography of Selected Books, Directories, Databases, and Periodicals 571(7)
Index 578(16)
Credits 594
Dennis L. Wilcox, Ph.D., is professor emeritus of public relations and past director of the School of Journalism & Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America, former chair of the PRSA Educator's Academy, and past chair of the public relations division of AEJMC. Among his six books, Dr. Wilcox is the lead author of Public Relations: Strategies and Tactics and Think: Public Relation, and. Public Relations Writing and Media Techniques. His honors include PRSA's "Outstanding Educator," the Xifra Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest. He is currently a member of the International Public Relations Association (IPRA) and the Arthur W. Page Society, a group of senior communication executives. Dr. Wilcox regularly gives presentations to students and professionals in such diverse nations as Thailand, India, Latvia, Serbia, and Argentina. Glen T. Cameron, Ph.D., is Gregory Chair in Journalism Research and founder of the Health Communication Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, and award-winning conference papers on public relations topics. In addition to being coauthor of Public Relations: Strategies and Tactics, he is also coauthor of Think: Public Relations and Public Relations Today: Managing Competition and Conflict. A popular lecturer internationally, Dr. Cameron has received the Baskett-Moss and Pathfinderawards for career achievement. Dr. Cameron gains ongoing public relations experience by managing over $42 million in external funding of health public relations projects for sources such as NIH, NCI, Missouri Foundation for Health, USDA, CDC, the U.S. Department of Defense, and Monsanto. Bryan H. Reber, Ph.D., is professor of public relations at the University of Georgia's Grady College of Journalism and Mass Communication. He teaches introduction to public relations, management, writing, and campaigns. On the graduate level he teaches management, persuasion, campaign research, and public opinion. His research focuses on public relations theory, practice, pedagogy and health communication and has been published articles in such publications as the Journal of Public Relations Research, Journalism and Mass Communication Quarterly, and Public Relations Review, Dr. Reber regularly presents his research at national and international academic conferences. He is the co-author of several books, including Think: Public Relations, Public Relations Writing & Media Tactics, and Public Relations Today: Managing Competition and Conflict. Dr. Reber worked for 15 years in public relations at Bethel College, Kansas. He has conducted research for the Sierra Club, Ketchum, and the Georgia Hospital Association, among others.