| Preface |
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xviii | |
| About the Authors |
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xxviii | |
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SECTION ONE FOUNDATIONS OF PUBLIC RELATIONS |
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Chapter 1 What Is Public Relations? |
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1 | (28) |
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Public Relations: Everywhere You Look |
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2 | (6) |
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The Search for a Definition |
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4 | (1) |
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5 | (1) |
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Quickbreak 1.1 The Definition Debate |
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6 | (2) |
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Marrying Theory And Practice |
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8 | (5) |
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Public Relations Models and Theories |
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8 | (1) |
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Social Media Apps Social Media and Public Relations |
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9 | (2) |
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Public Relations and Marketing |
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11 | (1) |
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Quickbreak 1.2 A Profession or a Trade? |
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12 | (1) |
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The Public Relations Process |
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13 | (1) |
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The Traditional Four-Step Model of the Public Relations Process |
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13 | (1) |
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The Dynamic Model of the Public Relations Process |
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14 | (1) |
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The Role Of Values In Public Relations |
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14 | (2) |
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Actions Speak Louder Than Words---Part I |
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16 | (1) |
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Values-Driven Public Relations |
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16 | (5) |
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Actions Speak Louder Than Words---Part II |
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17 | (1) |
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Whose Values Should You Follow? |
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18 | (1) |
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Values Statement 1.1 Hallmark Cards |
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19 | (1) |
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Quickbreak 1.3 How Organizations Establish Their Values |
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20 | (1) |
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21 | (1) |
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22 | (4) |
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Memo from the Field Gary McCormick; HGTV |
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22 | (2) |
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Case Study 1.1 Got 2B Safe! |
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24 | (1) |
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Case Study 1.2 Meltdown Monday |
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25 | (1) |
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26 | (3) |
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Chapter 2 Jobs in Public Relations |
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29 | (24) |
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Jobs In Public Relations: An Overview |
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30 | (1) |
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Public Relations Activities And Duties |
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31 | (4) |
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Quickbreak 2.1 Student Misperceptions of Public Relations Careers |
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33 | (1) |
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Social Media Apps Social Media Job Duties |
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34 | (1) |
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35 | (9) |
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35 | (3) |
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Nonprofit Organizations and Trade Associations |
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38 | (1) |
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38 | (1) |
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Values Statement 2.1 Public Relations Society of America |
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39 | (1) |
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Quickbreak 2.2 The Values of Successful Employers |
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40 | (1) |
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Public Relations Agencies |
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41 | (1) |
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Independent Public Relations Consultancies |
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42 | (1) |
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Beyond the Office Walls: Postmodern Public Relations |
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42 | (1) |
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Quickbreak 2.3 Getting That First job or Internship |
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43 | (1) |
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Working Conditions And Salaries |
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44 | (1) |
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Quickbreak 2.4 The People in Public Relations |
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45 | (1) |
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The Best Part Of Public Relations Jobs |
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45 | (1) |
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46 | (1) |
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46 | (5) |
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Memo from the Field John Echeveste; Valencia, Perez & Echeveste Public Relations |
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47 | (1) |
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Case Study 2.1 Stormy Weather: Eight Months in a Professional's Life |
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48 | (2) |
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Case Study 2.2 A List to Avoid |
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50 | (1) |
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51 | (2) |
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Chapter 3 A Brief History of Public Relations |
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53 | (33) |
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Why History Is Important To You |
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54 | (1) |
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Premodern Public Relations |
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55 | (5) |
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Trends Leading to the Development of Modern Public Relations |
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55 | (3) |
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58 | (1) |
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Quickbreak 3.1 Revolutionary PR |
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59 | (1) |
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60 | (5) |
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Quickbreak 3.2 Thank You for Smoking |
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61 | (1) |
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Theodore Roosevelt (1858-1919) |
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62 | (1) |
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Ivy Ledbetter Lee (1877-1934) |
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63 | (1) |
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Values Statement 3.1 Declaration of Principles |
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63 | (2) |
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65 | (7) |
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Social Media Apps Blogging Bernays |
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67 | (1) |
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Edward L. Bernays (1891-1995) |
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67 | (1) |
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Quickbreak 3.3 "Go West, Young Man" |
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68 | (2) |
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Quickbreak 3.4 The Mother of Public Relations |
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70 | (1) |
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71 | (1) |
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72 | (3) |
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73 | (1) |
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Quickbreak 3.5 Other Notable Figures from Public Relations' Past |
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74 | (1) |
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75 | (1) |
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Public Relations Takes a Higher Profile |
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76 | (1) |
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76 | (1) |
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77 | (1) |
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78 | (5) |
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Memo from the Field Edward M. Block; AT&T Corporation |
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78 | (2) |
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Case Study 3.1 The March of Dimes |
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80 | (2) |
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Case Study 3.2 The Fog of War |
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82 | (1) |
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83 | (3) |
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Chapter 4 The Publics in Public Relations |
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86 | (42) |
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88 | (1) |
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Why Do We Need Relationships with Publics? |
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88 | (1) |
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The Publics In Public Relations |
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89 | (1) |
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Traditional And Nontraditional Publics |
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90 | (4) |
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Latent, Aware, and Active Publics |
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91 | (1) |
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92 | (1) |
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Primary and Secondary Publics |
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92 | (1) |
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Internal and External Publics |
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93 | (1) |
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Domestic and International Publics |
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93 | (1) |
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Quickbreak 4.1 I'll Scratch Your Back (Social Exchange Theory) |
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94 | (1) |
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What Do We Need To Know About Each Public? |
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94 | (4) |
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97 | (1) |
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The Traditional Publics In Public Relations |
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98 | (20) |
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99 | (2) |
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Social Media Apps Workplace Media: Facebook versus Face-to-Face |
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101 | (1) |
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101 | (3) |
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Values Statement 4.1 PepsiCo |
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104 | (1) |
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104 | (2) |
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106 | (1) |
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Quickbreak 4.2 Your Tax Dollars at Work |
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107 | (2) |
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109 | (2) |
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Quickbreak 4.3 The Customer Is Always Right? |
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111 | (1) |
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Multicultural Communities |
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111 | (4) |
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115 | (1) |
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116 | (2) |
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118 | (1) |
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118 | (6) |
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Memo from the Field David A. Narsavage; The Friday Group |
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119 | (2) |
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Case Study 4.1 Big Brother Is Botching: Amazon's Orwellian Debacle |
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121 | (1) |
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Case Study 4.2 Swinging for the Wall: Whirlpool Corporation and Habitat for Humanity |
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122 | (2) |
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124 | (4) |
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Chapter 5 Communication Theory and Public Opinion |
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128 | (31) |
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The Power Of Public Opinion |
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129 | (2) |
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Social Media Apps The Twitter Revolution |
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130 | (1) |
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131 | (4) |
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134 | (1) |
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Mass Communication Theories |
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135 | (5) |
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135 | (1) |
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136 | (1) |
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136 | (1) |
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137 | (1) |
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The Agenda-Setting Hypothesis |
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137 | (1) |
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Quickbreak 5.2 Why Public Relations Is Not Propaganda |
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138 | (1) |
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Uses and Gratifications Theory |
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139 | (1) |
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139 | (1) |
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140 | (5) |
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Quickbreak 5.3 Spinning, Framing, and Priming |
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141 | (1) |
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Maslow's Hierarchy of Needs |
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142 | (1) |
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Examples of Maslow's Theory at Work |
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143 | (1) |
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Quickbreak 5.4 Monroe's Motivated Sequence |
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144 | (1) |
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Persuasion And Public Opinion |
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145 | (6) |
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Aristotle, Persuasion, and Public Relations |
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146 | (1) |
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146 | (1) |
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The Evolution of Public Opinion |
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147 | (1) |
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Quickbreak 5.5 A Public Opinion Checklist |
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148 | (1) |
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Values Statement 5.1 APCO Worldwide |
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149 | (1) |
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Persuasion versus Manipulation |
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150 | (1) |
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151 | (1) |
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152 | (4) |
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Memo from the Field Jane Hazel; Health Canada |
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152 | (2) |
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Case Study 5.1 Broken News |
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154 | (1) |
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Case Study 5.2 Flying Against the Wind |
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155 | (1) |
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156 | (3) |
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Chapter 6 Ethics and Social Responsibility in Public Relations |
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159 | (29) |
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160 | (3) |
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Quickbreak 6.1 The Ethics Code of PRSA |
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161 | (1) |
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Ethics Codes for Values-Driven Public Relations |
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162 | (1) |
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Objectivity Versus Advocacy: A Misleading Ethics Debate |
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163 | (1) |
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A Relationship-Management Solution |
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164 | (1) |
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Challenges To Ethical Behavior |
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164 | (16) |
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165 | (1) |
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Quickbreak 6.2 Aristotle, Confucius, and the Golden Mean |
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165 | (1) |
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166 | (1) |
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166 | (1) |
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167 | (1) |
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Social Media Apps Ethics and Social Media |
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167 | (1) |
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168 | (1) |
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168 | (1) |
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Specific Ethics Challenges |
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168 | (1) |
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The Rewards Of Ethical Behavior |
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169 | (1) |
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Quickbreak 6.3 Immanuel Kant and the Categorical Imperative |
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170 | (1) |
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Trust And Corporate Social Responsibility |
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171 | (1) |
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Corporate Social Responsibility |
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171 | (1) |
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Beyond CSR: Strengthening Ethical Behavior |
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172 | (2) |
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174 | (1) |
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Integrating Ethics into the Public Relations Process |
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174 | (1) |
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174 | (2) |
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Values Statement 6.1 Goodwill Industries of Orange County |
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176 | (1) |
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176 | (2) |
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Quickbreak 6.4 Jeremy Bentham, John Stuart Mill, and Utilitarianism |
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178 | (1) |
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Quickbreak 6.5 John Rawls and Social Justice |
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179 | (1) |
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180 | (1) |
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181 | (5) |
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Memo from the Field Mike Swenson; Barkley PR/Cause |
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181 | (2) |
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Case Study 6.1 Canada's Family Channel Battles Bullies |
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183 | (1) |
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Case Study 6.2 A Dirty Campaign For Clean Coal |
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184 | (2) |
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186 | (2) |
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SECTION TWO THE PUBLIC RELATIONS PROCESS |
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Chapter 7 Research and Evaluation |
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188 | (38) |
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190 | (4) |
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190 | (1) |
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191 | (1) |
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Quickbreak 7.1 ROI, AVE, and WMC |
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192 | (1) |
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Quickbreak 7.2 Issues Management |
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193 | (1) |
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Developing A Research Strategy: What Do I Want To Know? |
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194 | (5) |
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195 | (1) |
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195 | (1) |
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Problem-Opportunity Research |
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195 | (1) |
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196 | (1) |
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Values Statement 7.1 Institute for Public Relations |
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196 | (1) |
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Quickbreak 7.3 Measuring Relationships |
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197 | (2) |
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Developing A Research Strategy: How Will I Gather Information? |
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199 | (6) |
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Secondary (Library) Research |
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200 | (1) |
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200 | (1) |
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Social Media Apps Monitoring Social Media |
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201 | (1) |
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201 | (2) |
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203 | (2) |
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205 | (10) |
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Quickbreak 7.4 Worth Every Penny |
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206 | (1) |
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207 | (6) |
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213 | (1) |
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Quickbreak 7.5 Five Ways to Ask Questions |
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214 | (1) |
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215 | (2) |
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216 | (1) |
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217 | (1) |
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217 | (6) |
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Memo from the Field David B. Rockland; Ketchum |
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218 | (2) |
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Case Study 7.1 The Green Police |
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220 | (2) |
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Case Study 7.2 Big Bang PR |
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222 | (1) |
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223 | (3) |
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Chapter 8 Planning: The Strategies of Public Relations |
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226 | (28) |
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The Basics Of Values-Driven Planning |
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228 | (1) |
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Planning Follows Research |
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228 | (1) |
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Different Kinds Of Public Relations Plans |
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228 | (3) |
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229 | (1) |
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229 | (1) |
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229 | (1) |
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Quickbreak 8.1 Planning for the Entire Organization |
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230 | (1) |
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231 | (4) |
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To Keep Our Actions in Line with Our Organization's Values-Based Mission |
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231 | (1) |
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To Secure Needed Resources |
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231 | (1) |
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To Help Us Control Our Destiny |
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232 | (1) |
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To Help Us Better Understand and Focus Our Research |
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232 | (1) |
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To Help Us Achieve Consensus |
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232 | (1) |
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Social Media Apps Monitor and Engage |
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233 | (1) |
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To Allow Effective Management of Resources |
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233 | (1) |
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Values Statement 8.1 Boeing Company |
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234 | (1) |
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235 | (9) |
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235 | (1) |
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235 | (2) |
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Goals, Objectives, Strategies, and Tactics: The Written Plan |
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237 | (3) |
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Quickbreak 8.2 The PRSA Planning Grid |
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240 | (1) |
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Quickbreak 8.3 Getting Strategic |
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241 | (2) |
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Quickbreak 8.4 The SWOT Analysis |
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243 | (1) |
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Expanding A Plan Into A Proposal |
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244 | (1) |
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245 | (1) |
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246 | (1) |
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246 | (6) |
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Memo from the Field Timothy S. Brown; Alstom |
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247 | (2) |
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Case Study 8.1 Grape Expectations: Planning to Save California Wines |
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249 | (1) |
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Case Study 8.2 Good Intentions, Bad Planning: The Breast Cancer-Screening Debate |
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250 | (2) |
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252 | (2) |
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Chapter 9 Communication: The Tactics of Public Relations |
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254 | (38) |
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256 | (1) |
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Tactics As Messages And Channels |
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256 | (6) |
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257 | (2) |
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Quickbreak 9.1 Two-Way Tactics: User-Generated Media |
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259 | (1) |
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260 | (1) |
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Controlled versus Uncontrolled Media |
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261 | (1) |
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Social Media Apps The Tactics of Social Media |
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261 | (1) |
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Tactics And Traditional Publics |
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262 | (21) |
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263 | (3) |
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266 | (1) |
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Quickbreak 9.2 "Die! Press Release! Die! Die! Die!" |
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267 | (7) |
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274 | (2) |
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Values Statement 9.1 Johnson & Johnson |
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276 | (1) |
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277 | (2) |
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279 | (1) |
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280 | (1) |
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281 | (1) |
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282 | (1) |
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Quickbreak 9.3 Sticky Situations |
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283 | (1) |
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Accomplishing The Tactics |
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283 | (2) |
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285 | (1) |
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286 | (4) |
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Memo from the Field Joshua Dysart; Draftfcb |
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286 | (2) |
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Case Study 9.1 Fleishman-Hillard Prompts Young Singles to Shout Yahoo! |
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288 | (1) |
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Case Study 9.2 "Lying Is a Whole Different Thing": An April Fools' News Release |
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289 | (1) |
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290 | (2) |
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Chapter 10 Multimedia Message Development |
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292 | (34) |
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The Challenge Of New Media |
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293 | (1) |
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294 | (1) |
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Quickbreak 10.1 Love Affairs and Multimedia Messages |
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295 | (1) |
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Idea Generation: The "I" Of Idea |
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295 | (5) |
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296 | (2) |
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Quickbreak 10.2 And Now a Word from Advertising |
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298 | (1) |
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299 | (1) |
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Arrangement: The "A" Of Idea |
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300 | (4) |
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Persuasive Organizational Schemes |
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300 | (2) |
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Informative Organizational Schemes |
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302 | (1) |
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Quickbreak 10.3 Damage Control: Organizing Bad-News Messages |
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303 | (1) |
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Expression: The "E" Of Idea |
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304 | (10) |
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305 | (2) |
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Social Media Apps Writing for the Web |
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307 | (1) |
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Tips for Writing Better Sentences |
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308 | (2) |
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310 | (1) |
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310 | (1) |
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Values Statement 10.1 Kellogg Company |
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310 | (1) |
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311 | (2) |
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Tips for Inclusive Expression |
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313 | (1) |
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Delivery: The "D" Of Idea |
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314 | (2) |
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Quickbreak 10.4 Conquering the Presentation Jitters |
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314 | (2) |
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The Volunteer Clearinghouse News Releases |
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316 | (3) |
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316 | (1) |
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316 | (2) |
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318 | (1) |
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319 | (1) |
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319 | (1) |
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319 | (5) |
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Memo from the Field Regina Lynch-Hudson; The Write Publicist |
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320 | (2) |
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Case Study 10.1 Dove Soars with Real Beauty |
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322 | (1) |
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Case Study 10.2 Capitalizing on Tragedy: The Marketing of a Plane Crash |
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323 | (1) |
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324 | (2) |
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Chapter 11 Cyber-Relations in the Digital Age |
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326 | (35) |
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328 | (5) |
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329 | (1) |
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Social Media Apps Web 3.0 |
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330 | (1) |
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331 | (1) |
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Media, Messages, and Values |
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332 | (1) |
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333 | (6) |
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Convergence and Hypermedia |
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333 | (1) |
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Quickbreak 11.1 The Internet by the Numbers |
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334 | (2) |
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Wireless Digital Communication |
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336 | (1) |
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337 | (2) |
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The Birth Of Cyber-Relations |
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339 | (5) |
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Quickbreak 11.2 Making a Good First Impression |
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341 | (1) |
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342 | (1) |
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Values Statement 11.1 INK, Inc. |
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343 | (1) |
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344 | (9) |
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Individuals as Gatekeepers |
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344 | (1) |
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Quickbreak 11.3 "I'm with Coco" |
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345 | (1) |
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Individuals as Publishers |
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346 | (4) |
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Quickbreak 11.4 Flogging Walmart |
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350 | (1) |
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351 | (2) |
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Why New Isn't Always Better |
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353 | (1) |
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353 | (1) |
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354 | (4) |
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Memo from the Field Craig Settles; Successful.com |
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354 | (2) |
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Case Study 11.1 It Can Happen to Anybody |
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356 | (1) |
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Case Study 11.2 Corporate Podcasting |
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357 | (1) |
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358 | (3) |
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SECTION THREE PUBLIC RELATIONS TODAY AND TOMORROW |
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Chapter 12 Crisis Communications |
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361 | (37) |
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The Storm Before The Storm |
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362 | (4) |
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363 | (3) |
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Crises Can Happen to Anyone |
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366 | (1) |
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366 | (9) |
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Quickbreak 12.1 Textbook Examples: Exxon and Tylenol |
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367 | (1) |
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368 | (1) |
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369 | (2) |
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A Tale of Two Shuttle Disasters |
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371 | (2) |
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Crises Can Bring Opportunity |
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373 | (1) |
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Quickbreak 12.2 A Porcine Problem |
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373 | (2) |
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Crisis Communications Planning |
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375 | (12) |
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375 | (2) |
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Step Two Developing the Plan |
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377 | (1) |
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Quickbreak 12.3 The Crisis Plotting Grid |
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378 | (6) |
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Quickbreak 12.4 Hard to Say I'm Sorry |
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384 | (1) |
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Social Media Apps Domino's Dilemma |
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385 | (1) |
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386 | (1) |
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386 | (1) |
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387 | (2) |
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Values Statement 12.1 Department of Homeland Security |
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387 | (2) |
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389 | (1) |
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390 | (4) |
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Memo from the Field Melanie Magara; Northern Illinois University |
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390 | (2) |
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Case Study 12.1 False Hope |
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392 | (1) |
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Case Study 12.2 "Gunman on Campus" |
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393 | (1) |
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394 | (4) |
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Chapter 13 Public Relations and Marketing |
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398 | (28) |
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Public Relations And Marketing |
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399 | (4) |
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The Decline of Mass Marketing |
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400 | (1) |
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The Growth of Consumer-Focused Marketing |
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400 | (1) |
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Public Relations, Advertising, and Marketing |
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401 | (1) |
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Quickbreak 13.1 IMC and More |
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402 | (1) |
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The Impact Of Consumer-Focused Marketing On Public Relations |
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403 | (3) |
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The Impact of Public Relations on Consumer-Focused Marketing |
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404 | (1) |
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Differences between Public Relations and Consumer-Focused Marketing |
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404 | (1) |
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Values Statement 13.1 J.M. Smucker Company |
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405 | (1) |
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A Closer Look At Marketing |
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406 | (2) |
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Marketing Public Relations |
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407 | (1) |
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408 | (4) |
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Focusing on Individual Consumers |
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408 | (1) |
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Sending One Clear Message |
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409 | (1) |
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Quickbreak 13.2 The Fall of Advertising? |
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410 | (2) |
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412 | (5) |
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414 | (1) |
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Social Media Apps Public Relations or Marketing? The "Tyranny of the Or" |
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415 | (1) |
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415 | (1) |
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Quickbreak 13.3 Mobile Marketing: The New Kid in Town |
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416 | (1) |
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Challenges To Consumer-Focused Marketing |
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417 | (1) |
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418 | (1) |
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419 | (4) |
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Memo from the Field Vin Cipolla; Municipal Art Society of New York |
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419 | (1) |
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Case Study 13.1 Ford Has a Social Media Idea |
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420 | (2) |
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Case Study 13.2 Ghost Story: A Questionable Tactic Haunts Medical Journals |
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422 | (1) |
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423 | (3) |
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Chapter 14 Cross-Cultural Communication |
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426 | (27) |
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Cultures: Realities And Definitions |
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427 | (2) |
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International Public Relations |
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429 | (1) |
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429 | (7) |
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431 | (1) |
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Attitudes about Formality |
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431 | (1) |
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Attitudes about Individualism |
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432 | (1) |
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Values Statement 14.1 Special Olympics |
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433 | (1) |
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Attitudes about Rank and Hierarchy |
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433 | (1) |
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433 | (1) |
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Attitudes about Taste and Diet |
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434 | (1) |
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Quickbreak 14.1 The Melting-Pot Myth |
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434 | (1) |
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Attitudes about Colors, Numbers, and Symbols |
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435 | (1) |
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Attitudes about Assimilation and Acculturation |
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435 | (1) |
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Cross-Cultural Communication: Definitions And Dangers |
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436 | (3) |
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436 | (2) |
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438 | (1) |
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438 | (1) |
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Achieving Successful Cross-Cultural Public Relations: A Process |
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439 | (6) |
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439 | (1) |
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Quickbreak 14.2 Diversity in Public Relations |
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440 | (1) |
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441 | (1) |
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441 | (1) |
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Quickbreak 14.3 Hofstede's Cultural Dimensions |
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442 | (1) |
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Stage Four Local Partnership |
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442 | (1) |
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443 | (1) |
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443 | (1) |
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Social Media Apps Taking It to the Streets |
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443 | (1) |
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444 | (1) |
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444 | (1) |
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Stage Nine Continuing Education |
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444 | (1) |
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445 | (1) |
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446 | (4) |
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Memo from the Field Bill Imada; IW Group |
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446 | (1) |
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Case Study 14.1 Pro Bono: Bridging the Cultures of Rock and Politics |
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447 | (2) |
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Case Study 14.2 Walmart Works to "Export Our Culture" |
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449 | (1) |
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450 | (3) |
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Chapter 15 Public Relations and the Law |
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453 | (42) |
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The Statue Of Responsibility |
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455 | (2) |
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Public Relations, the Law, and You |
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456 | (1) |
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Public Relations And The First Amendment |
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457 | (4) |
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Political versus Commercial Speech |
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457 | (2) |
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Quickbreak 15.1 When Money Talks |
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459 | (1) |
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The Key: Know Your Own Business |
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460 | (1) |
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Federal Agencies That Regulate Speech |
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461 | (10) |
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The Federal Trade Commission |
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461 | (1) |
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Social Media Apps Mommy Bloggers Beware |
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462 | (1) |
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The Securities and Exchange Commission |
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462 | (2) |
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Quickbreak 15.2 SEC Rule 10b-5 |
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464 | (4) |
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The Federal Communications Commission |
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468 | (1) |
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Values Statement 15.1 Securities and Exchange Commission |
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469 | (1) |
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The Food and Drug Administration |
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470 | (1) |
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471 | (4) |
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The Burden of Proof in Libel |
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472 | (1) |
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473 | (1) |
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474 | (1) |
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475 | (3) |
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The Four Torts of Privacy |
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475 | (1) |
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Quickbreak 15.3 The Pursuit of Privacy |
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476 | (1) |
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Privacy Issues in Public Relations |
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477 | (1) |
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478 | (4) |
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478 | (1) |
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The Digital Millennium Copyright Act |
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479 | (1) |
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Quickbreak 15.4 Online Music Piracy |
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480 | (1) |
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480 | (1) |
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Protecting Your Intellectual Property Rights |
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481 | (1) |
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Litigation Public Relations |
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482 | (4) |
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Free Press versus Fair Trial |
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483 | (1) |
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483 | (2) |
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Is LPR in Society's Best Interests? |
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485 | (1) |
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486 | (1) |
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486 | (5) |
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Memo from the Field James F. Haggerty; The PR Consulting Group, Inc. |
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487 | (1) |
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Case Study 15.1 Ethanol 2.0 |
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488 | (2) |
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Case Study 15.2 The Black List |
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490 | (1) |
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491 | (4) |
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Chapter 16 Your Future in Public Relations |
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495 | (33) |
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496 | (1) |
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Social Forces And Public Relations |
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497 | (17) |
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The Global Spread of Democracy |
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497 | (1) |
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Quickbreak 16.1 A Global Snapshot |
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498 | (1) |
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499 | (1) |
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The Changing Face of the United States |
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500 | (2) |
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The Growth in World Population |
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502 | (2) |
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Feminization of the Workplace |
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504 | (1) |
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Quickbreak 16.2 The Hispanic and Latino Factor |
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505 | (1) |
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Quickbreak 16.3 An Inconvenient Truth |
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506 | (3) |
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Values Statement 16.1 League of Women Voters of the United States |
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509 | (1) |
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Quickbreak 16.4 Sexual Harassment |
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510 | (1) |
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Where Public Relations Is Headed |
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511 | (3) |
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Your Future In Public Relations |
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514 | (5) |
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Quickbreak 16.5 You Are the Future |
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515 | (2) |
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The Future of Values-Driven Public Relations |
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517 | (1) |
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Social Media Apps The Changing Face of Facebook |
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517 | (2) |
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519 | (1) |
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520 | (4) |
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Memo from the Field Rebecca Timms, National President, PRSSA 2009-2010 |
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520 | (2) |
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Case Study 16.1 Social Media "Kat Fight" |
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522 | (1) |
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Case Study 16.2 Guns and Greens |
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523 | (1) |
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524 | (4) |
| Appendix PRSA Member Code of Ethics 2000 |
|
528 | (6) |
| Glossary |
|
534 | (14) |
| Index |
|
548 | (16) |
| Text Credits |
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564 | |
