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Revel for Public Relations: Strategies and Tactics Books a la Carte Edition Plus Revel -- Access Card Package 11th ed. [Multiple-component retail product]

(University of Missouri), (University of Georgia), (San Jose State University)
  • Formāts: Multiple-component retail product, 624 pages, height x width x depth: 274x213x18 mm, weight: 930 g, Contains 1 Paperback / softback
  • Izdošanas datums: 03-Oct-2015
  • Izdevniecība: Pearson
  • ISBN-10: 0134224078
  • ISBN-13: 9780134224077
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Revel for Public Relations: Strategies and Tactics Books a la Carte Edition Plus Revel -- Access Card Package 11th ed.Palielināt
  • Formāts: Multiple-component retail product, 624 pages, height x width x depth: 274x213x18 mm, weight: 930 g, Contains 1 Paperback / softback
  • Izdošanas datums: 03-Oct-2015
  • Izdevniecība: Pearson
  • ISBN-10: 0134224078
  • ISBN-13: 9780134224077
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780134224077.html
Preface xiii
Acknowledgements xvii
About the Authors xix
1 What Is Public Relations?
1(24)
1.1 The Challenge of Public Relations
1(8)
On the Job Insights
3(1)
1.1.1 A Global Industry
4(1)
Global Expenditures On Public Relations
An Estimated 3 Million Practitioners
An Explosion Of Growth In China, Other Nations
A Proliferation Of University Courses
1.1.2 A Definition of Public Relations
5(2)
1.1.3 Other Popular Names
7(1)
1.1.4 Stereotypes and Less Flattering Terms
7(1)
On the Job Insights
8(1)
On the Job Ethics
9(1)
1.2 Public Relations as a Process
9(7)
1.2.1 The Diversity of Public Relations Work
11(1)
A Multicultural World
12(1)
1.2.2 Public Relations vs. Journalism
13(1)
1.2.3 Public Relations vs. Advertising
13(1)
1.2.4 Public Relations vs. Marketing
14(1)
1.2.5 How Public Relations Supports Marketing
14(1)
1.2.6 Toward an Integrated Perspective
15(1)
1.3 A Career in Public Relations
16(9)
On the Job Insights
17(1)
1.3.1 Essential Career Skills
18(1)
Social Media in Action
19(1)
On the Job Insights
19(1)
1.3.2 The Value of Internships
19(1)
On the Job Insights
20(1)
1.3.3 Salaries in the Field
21(1)
On the Job Insights
22(1)
On the Job Insights
22(1)
1.3.4 The Value of Public Relations
23(1)
Summary: What Is Public Relations?
24(1)
2 The Evolution of Public Relations
25(24)
2.1 Early Beginnings
26(3)
On the Job Insights
26(1)
2.1.1 The Middle Ages
27(1)
On the Job Insights
28(1)
2.1.2 Colonial America
28(1)
2.2 The 1800s: The Golden Age of Press Agentry
29(4)
2.2.1 The Legacy of P. T. Barnum
29(1)
A Multicultural World
30(1)
2.2.2 Promoting the Westward Movement
31(1)
2.2.3 Politics and Social Movements Take the Stage
32(1)
2.2.4 Early Corporate Initiatives
33(1)
2.3 1900 to 1950: The Age of Pioneers
33(6)
2.3.1 Ivy Lee
33(1)
On the Job Ethics
34(1)
2.3.2 Edward L. Bernays
35(1)
On the Job Insights
35(1)
2.3.3 Other Pioneers in the Field
36(2)
2.3.4 Major Contributions by Industrialists, Presidents
38(1)
Henry Ford
Samuel Insull
Teddy Roosevelt
2.4 1950 to 2000: Public Relations Comes of Age
39(4)
PRCasebook
40(1)
2.4.1 The Influx of Women into the Field
41(2)
2.5 2000 to the Present: Public Relations Enters the Digital Age
43(6)
2.5.1 Public Relations in the Next Five Years
43(1)
A Multicultural World
44(1)
A Multicultural World
Recruitment Of Minorities
The Public Demand For Transparency
Expanded Role For Public Relations
Corporate Social Responsibility (CSR)
Increased Emphasis on Measurement
45(1)
Managing the 24/7 News Cycle
45(1)
Continued Growth of Digital Media
45(1)
Outsourcing to Public Relations Firms
46(1)
The Need for Lifelong Professional Development
46(1)
Summary: The Evolution of Public Relations
47(2)
3 Ethics and Professionalism
49(17)
3.1 Understanding Ethics and Values
49(3)
On the Job Insights
50(1)
3.1.1 The Ethical Advocate
51(1)
3.2 The Role of Professional Organizations
52(2)
3.2.1 The Public Relations Society of America (PRSA)
52(1)
PRSSA
3.2.2 The International Association of Business Communicators (IABC)
52(1)
3.2.3 The International Public Relations Association (IPRA)
53(1)
A Multicultural World
53(1)
3.2.4 Other Groups
54(1)
On the Job Insights
54(1)
3.3 Professional Codes of Conduct
54(4)
On the Job Insights
55(1)
3.3.1 Codes for Specific Situations
56(1)
Internet Transparency
Social Media in Action
56(1)
Video News Releases
Financial Information
Corporate Practice
On the Job Insights
57(1)
3.4 Other Steps toward Professionalism
58(5)
3.4.1 Changing Practitioner Mindsets
58(1)
On the Job Ethics
59(1)
3.4.2 A Standardized Curriculum
60(1)
3.4.3 Expanding Body of Knowledge
60(1)
Major Centers Of Research
3.4.4 Professional Accreditation
61(2)
The IABC Model
The PRSA Model
Required Continuing Education
3.5 Ethical Dealings with the News Media
63(3)
3.5.1 Gifts to Journalists
63(1)
3.5.2 Linking Ads with News Coverage
64(1)
3.5.3 Transparency and Disclosure Issues
64(1)
Summary: Ethics and Professionalism
65(1)
4 Public Relations Departments and Firms
66(20)
4.1 Public Relations Departments
66(10)
On the Job Insights
67(1)
4.1.1 Corporate Structure Shapes the Public Relations Role
68(1)
A Multicultural World
69(1)
4.1.2 Organization of Departments
70(1)
On the Job Insights
71(1)
4.1.3 Public Relations as a Staff Function
72(1)
On the Job Insights
72(1)
Access To Management
4.1.4 Levels of Influence
73(1)
Advisory
Compulsory-Advisory
Concurring Authority
4.1.5 Cooperation with Other Staff Functions
74(1)
Legal
Human Resources
Advertising
Marketing
4.1.6 The Trend toward Outsourcing
74(1)
PRCasebook
75(1)
4.2 Public Relations Firms
76(10)
4.2.1 Services Provided by Firms
76(1)
Social Media in Action
77(1)
On the Job Insights
78(1)
4.2.2 Global Reach
78(1)
On the Job Insights
79(1)
On the Job Insights
79(1)
4.2.3 The Rise of Communication Conglomerates
80(1)
WPP Group
Omnicom
Publicis Groupe
Interpublic Group
4.2.4 Structure of a Counseling Firm
80(1)
On the Job Insights
81(1)
4.2.5 How Public Relations Firms Get Business
81(1)
On the Job Insights
82(1)
4.2.6 Pros and Cons of Using a Public Relations Firm
82(1)
On the Job Ethics
82(1)
Advantages
Disadvantages
On the Job Insights
83(1)
4.2.7 Fees and Charges
84(1)
Summary: Public Relations Departments and Firms
85(1)
5 Research
86(18)
5.1 The Importance of Research
87(4)
5.1.1 Defining the Research Role
87(1)
5.1.2 Determining the Research Role and Scope
88(1)
5.1.3 Using Research
88(1)
5.1.4 A Variety of Research Techniques
89(2)
5.2 Secondary Research
91(1)
Social Media in Action
91(1)
Online Databases
The World Wide Web
5.3 Qualitative Research
92(3)
5.3.1 Content Analysis
92(1)
5.3.2 Interviews
93(1)
A Multicultural World
93(1)
5.3.3 Focus Groups
94(1)
5.3.4 Copy Testing
94(1)
5.3.5 Ethnographic Techniques
95(1)
5.4 Quantitative Research
95(1)
5.4.1 Random Sampling
95(1)
5.4.2 Sample Size
96(1)
On the Job Ethics
96(1)
5.5 Questionnaire Construction
96(2)
Carefully Consider Wording
Avoid Loaded Questions
Consider Timing And Context
Avoid The Politically Correct Answer
Give A Range Of Possible Answers
Use Scaled Answer Sets
On the Job Insights
97(1)
5.6 How to Reach Respondents
98(1)
5.6.1 Mailed Questionnaires
98(1)
5.6.2 Telephone Surveys
98(1)
5.6.3 Personal Interviews
98(1)
5.6.4 Omnibus or Piggyback Surveys
98(1)
5.6.5 Web and Email Surveys
98(1)
5.7 Digital Analytics for Public Relations
99(1)
Web Analytics
Social Media Monitoring Tools
Social Media Participatory Research
5.8 Web Analytics
100(1)
5.9 Social Media Monitoring Tools
100(1)
5.10 Social Media Participatory Research
100(4)
PRCasebook
102(1)
Summary: Research
103(1)
6 Program Planning
104(13)
6.1 The Value of Planning
104(1)
6.2 Approaches to Planning
105(2)
6.2.1 Management by Objective
105(1)
6.2.2 An Agency Planning Model
106(1)
On the Job Insights
107(1)
6.3 Elements of a Program Plan
107(10)
PRCasebook
108(1)
6.3.1 Situation
109(1)
6.3.2 Objectives
109(1)
6.3.3 Audience
110(1)
A Multicultural World
110(1)
6.3.4 Strategy
111(1)
On the Job Insights
111(1)
6.3.5 Tactics
112(1)
6.3.6 Calendar/Timetable
112(1)
On the Job Ethics
113(1)
6.3.7 Budget
114(1)
6.3.8 Evaluation
114(1)
On the Job Insights
115(1)
Summary: Program Planning
116(1)
7 Communication
117(18)
7.1 The Goals of Communication
118(2)
7.1.1 Implementing the Plan
118(1)
7.1.2 A Public Relations Perspective
118(2)
7.2 Receiving the Message
120(2)
7.2.1 Five Communication Elements
120(1)
7.2.2 The Importance of Two-Way Communication
120(1)
Social Media in Action
121(1)
7.3 Paying Attention to the Message
122(2)
7.3.1 Some Theoretical Perspectives
122(1)
Passive Audiences
PRCasebook
123(1)
Active Audiences
The Concept Of Triggering Events
7.3.2 Other Attention-Getting Concepts
124(1)
7.4 Understanding the Message
124(4)
7.4.1 Effective Use of Language
124(1)
7.4.2 Writing for Clarity
125(1)
Use Symbols, Acronyms, And Slogans
Avoid Jargon
Avoid Cliches And Hype Words
On the Job Insights
126(1)
Avoid Euphemisms
Avoid Discriminatory Language
On the Job Insights
127(1)
7.5 Believing the Message
128(1)
7.6 Remembering the Message
129(1)
7.7 Acting on the Message
129(6)
7.7.1 The Five-Stage Adoption Process
129(2)
7.7.2 The Time Factor
131(1)
7.7.3 How Decisions Are Influenced
131(1)
Awareness Stage
Interest Stage
Evaluation, Trial, And Adoption Stages
7.7.4 Word-of-Mouth Campaigns
131(1)
On the Job Ethics
132(1)
On the Job Insights
132(1)
Summary: Communication
133(2)
8 Evaluation
135(15)
8.1 The Purpose of Evaluation
136(1)
5.2 Objectives of Evaluation
136(1)
8.3 Current Status of Measurement and Evaluation
137(1)
8.4 Measurement of Production
138(1)
8.5 Measurement of Message Exposure
138(5)
On the Job Insights
138(1)
On the Job Insights
139(1)
8.5.1 Media Impressions
140(1)
8.5.2 Basic Web Analytics
140(1)
8.5.3 Advertising Value Equivalency (AVE)
140(1)
On the Job Ethics
141(1)
A Multicultural World
141(1)
8.5.4 Systematic Tracking
142(1)
8.5.5 Requests and 800 Numbers
143(1)
8.5.6 Return on Investment (ROI)
143(1)
8.6 Measurement of Audience Awareness
143(1)
8.7 Measurement of Audience Attitudes
144(1)
8.8 Measurement of Audience Action
144(2)
PRCasebook
145(1)
8.9 Measurement of Supplemental Activities
146(4)
8.9.1 Communication Audits
146(1)
8.9.2 Pilot Tests and Split Messages
146(1)
8.9.3 Meeting and Event Attendance
147(1)
Social Media in Action
147(1)
8.9.4 Newsletter Readership
147(1)
Summary: Evaluation
148(2)
9 Public Opinion and Persuasion
150(19)
9.1 What Is Public Opinion?
151(1)
9.2 Opinion Leaders as Catalysts
152(2)
9.2.1 Types of Leaders
152(1)
On the Job Insights
153(1)
9.2.2 The Flow of Opinion
153(1)
On the Job Insights
153(1)
9.3 The Role of Mass Media
154(5)
9.3.1 Agenda-Setting Theory
155(1)
9.3.2 Media-Dependency Theory
155(1)
9.3.3 Framing Theory
155(1)
On the Job Ethics
156(1)
9.3.4 Conflict Theory
157(1)
A Multicultural World
157(1)
PRCasebook
158(1)
9.4 The Dominant View of Public Relations
159(3)
On the Job Insights
159(1)
9.4.1 Uses of Persuasion
160(1)
9.4.2 Persuasion in Negotiation
160(1)
9.4.3 Formulating Persuasive Messages
160(1)
Social Media in Action
161(1)
9.4.4 Findings from Persuasion Research
161(1)
9.5 Factors in Persuasive Communication
162(4)
9.5.1 Audience Analysis
162(1)
9.5.2 Source Credibility
162(1)
The Three Factors
Problems With Celebrities
9.5.3 Appeal to Self-interest
163(1)
9.5.4 Clarity of Message
164(1)
9.5.5 Timing and Context
164(1)
9.5.6 Audience Participation
164(1)
9.5.7 Suggestions for Action
164(1)
9.5.8 Content and Structure of Messages
165(1)
Drama
Statistics
Surveys And Polls
Examples
Testimonials
Endorsements
Emotional Appeals
9.6 The Limits of Persuasion
166(1)
9.6.1 Lack of Message Penetration
166(1)
9.6.2 Competing Messages
166(1)
9.6.3 Self-Selection and Self-Perception
166(1)
9.7 The Ethics of Persuasion
166(3)
Summary: Public Opinion and Persuasion
167(2)
10 Conflict Management
169(20)
10.1 Strategic Conflict Management
170(2)
10.2 The Role of Public Relations in Managing Conflict
172(2)
A Multicultural World
172(2)
10.3 It Depends: A System for Managing Conflict
174(1)
10.4 It Depends: Two Basic Principles
175(1)
10.4.1 A Matrix of Contingency Factors
175(1)
10.4.2 The Contingency Continuum
176(1)
10.5 The Conflict Management Life Cycle
176(2)
10.5.1 Proactive Phase
176(1)
10.5.2 Strategic Phase
177(1)
10.5.3 Reactive Phase
177(1)
10.5.4 Recovery Phase
178(1)
10.6 Processes for Managing the Life Cycle
178(1)
10.7 Issues Management
178(1)
On the Job Insights
178(1)
10.7.1 Issues Management Process
179(1)
Strategy Options
Action Plan
Evaluation
10.8 Conflict Positioning and Risk Communication
179(1)
10.8.1 Variables Affecting Risk Perceptions
180(1)
10.9 Crisis Management
180(3)
10.9.1 What Is a Crisis?
181(1)
10.9.2 A Lack of Crisis Planning
181(1)
Social Media in Action
181(1)
10.9.3 How to Communicate during a Crisis
182(1)
10.9.4 Strategies for Responding to Crises
182(1)
10.10 Reputation Management
183(6)
10.10.1 The Three Foundations of Reputation
183(1)
10.10.2 Image Restoration
184(1)
PRCasebook
185(1)
10.10.3 Deja Vu---All Over Again
186(1)
Summary: Conflict Management
187(2)
11 Reaching Diverse Audiences
189(16)
11.1 A Multicultural Nation
189(2)
11.2 Reaching Ethnic Audiences
191(5)
On the Job Insights
192(1)
11.2.1 Hispanics
192(1)
Social Media in Action
192(2)
A Multicultural World
194(1)
11.2.2 African Americans
194(1)
On the Job Insights
194(1)
11.2.3 Asian Americans
195(1)
On the Job Insights
195(1)
On the Job Insights
196(1)
11.3 Reaching Diverse Age Groups
196(3)
11.3.1 The Millennial Generation
197(1)
11.3.2 Teenagers
197(1)
11.3.3 Baby Boomers
198(1)
11.3.4 Seniors
198(1)
11.4 Gender/Lifestyle Audiences
199(6)
11.4.1 Women
199(1)
Social Media in Action
199(1)
11.4.2 The LGBT Community
200(1)
PRCasebook
200(1)
11.4.3 Religious Groups
201(1)
Christian Evangelicals
The Jewish Community
The Muslim Community
On the Job Ethics
202(1)
11.4.4 The Disability Community
202(1)
Summary: Reaching Diverse Audiences
203(2)
12 Public Relations and the Law
205(21)
12.1 A Sampling of Legal Problems
206(1)
A Multicultural World
207(1)
12.2 Libel and Defamation
207(1)
12.2.1 Avoiding Libel Suits
208(1)
12.2.2 The Fair Comment Defense
208(1)
12.3 Invasion of Privacy
208(2)
12.3.1 Employee Communication
208(1)
12.3.2 Photo Releases
209(1)
12.3.3 Product Publicity and Advertising
209(1)
12.3.4 Media Inquiries about Employees
209(1)
12.4 Copyright Law
210(3)
12.4.1 Fair Use versus Infringement
211(1)
12.4.2 Photography and Artwork
211(1)
12.4.3 The Rights of Freelance Writers
212(1)
12.4.4 Copyright Issues on the Internet
212(1)
The Downloading Of Material
The Uploading Of Material
12.4.5 Copyright Guidelines
213(1)
12.5 Trademark Law
213(3)
12.5.1 The Protection of Trademarks
214(1)
12.5.2 The Problem of Trademark Infringement
215(1)
12.5.3 Misappropriation of Personality
215(1)
12.6 Regulations by Government Agencies
216(3)
12.6.1 Federal Trade Commission
216(1)
Social Media in Action
216(2)
12.6.2 Securities and Exchange Commission
218(1)
Fair Disclosure Regulation
Sarbanes--Oxley Act
12.6.3 Federal Communications Commission
219(1)
12.7 Other Federal Regulatory Agencies
219(1)
12.7.1 The Food and Drug Administration
219(1)
12.7.2 Equal Employment Opportunity Commission
220(1)
12.8 Corporate Speech
220(1)
12.8.1 Nike's Free Speech Battle
221(1)
12.9 Employee Speech
221(1)
12.9.1 Employee Email
221(1)
12.9.2 Surfing the Internet
221(1)
12.9.3 Employee Blogs
222(1)
12.10 Liability for Sponsored Events
222(1)
On the Job Insights
222(1)
12.11 The Attorney/Public Relations Relationship
223(3)
PRCasebook
223(1)
Summary: Public Relations and the Law
224(2)
13 The Internet and Social Media
226(20)
13.1 The Internet
226(2)
13.2 The World Wide Web
228(6)
On the Job Insights
229(1)
13.2.1 Making a Website Interactive
230(1)
13.2.2 Managing the Website
230(1)
13.2.3 Webcasts
230(1)
13.2.4 Podcasts
231(1)
13.2.5 Blogs
231(1)
Organizational Blogs
Employee Blogs
On the Job Ethics
232(1)
Third-Party Blogs
13.2.6 Wikis
233(1)
13.3 The Tsunami of Social Media
234(7)
Social Media in Action
234(1)
On the Job Insights
235(1)
13.3.1 Facebook
235(1)
13.3.2 Twitter
236(1)
On the Job Insights
237(1)
13.3.3 Linked In
238(1)
13.3.4 YouTube
238(1)
PRCasebook
239(1)
13.3.5 Flickr and Instagram
240(1)
Flickr
Instagram
13.3.6 Pinterest
240(1)
13.4 The Rising Tide of Mobile-Enabled Content
241(5)
13.4.1 An Ocean of Apps
242(1)
A Multicultural World
242(1)
13.4.2 Texting
243(1)
Summary: The Internet and Social Media
244(2)
14 Preparing Materials for Mass Media
246(20)
14.1 The Importance of Mass Media
247(1)
14.2 The News Release
247(4)
14.2.1 Planning a News Release
248(1)
14.2.2 The Basic Online News Release
248(1)
A Multicultural World
249(1)
14.2.3 The Multimedia News Release
249(2)
14.3 Publicity Photos and Infographics
251(2)
14.3.1 Infographics
252(1)
14.4 Media Kits
253(1)
14.5 Mat Releases
253(1)
On the Job Ethics
254(1)
14.6 Media Alerts and Fact Sheets
254(1)
14.6.1 Two Kinds of Fact Sheets
255(1)
14.7 The Art of Pitching a Story
255(3)
On the Job Insights
256(1)
On the Job Insights
257(1)
PRCasebook
258(1)
14.7.1 Tapping into Media Queries
258(1)
14.8 Distributing Media Materials
258(2)
14.8.1 Electronic News Services
259(1)
14.8.2 Online Newsrooms
259(1)
14.9 Media Interviews
260(1)
14.9.1 Preparing for an Interview
261(1)
14.9.2 The Print Interview
261(1)
14.10 News Conferences
261(2)
Social Media in Action
261(1)
14.10.1 Planning and Conducting a News Conference
262(1)
14.10.2 Online News Conferences
263(1)
14.11 Media Tours and Press Parties
263(3)
Media Tours
263(1)
Press Parties
264(1)
Summary: Preparing Materials for Mass Media
264(2)
15 Radio and Television
266(16)
15.1 The Reach of Radio and Television
267(1)
A Multicultural World
268(1)
15.2 Radio
268(3)
15.2.1 Audio News Releases
268(1)
Format
Production And Delivery
Use Of ANRs
15.2.2 Radio PSAs
269(1)
Format And Production
On the Job Insights
270(1)
Adding Sound
Delivery
Use Of Radio PSAs
15.2.3 Radio Media Tours
271(1)
15.3 Television
271(4)
15.3.1 Video News Releases
271(2)
Format
Production Of VNRs
15.3.2 B-Roll Packaging
273(1)
15.3.3 Television PSAs
273(1)
PRCasebook
273(1)
15.3.4 Satellite Media Tours
274(1)
On the Job Insights
274(1)
15.3.5 News Feeds
275(1)
Segments On News Programs
15.4 Guest Appearances
275(3)
15.4.1 Talk Shows
276(1)
15.4.2 Magazine Shows
276(1)
15.4.3 Pitching a Guest Appearance
277(1)
On the Job Ethics
277(1)
15.5 Product Placements
278(4)
15.5.1 Issues Placement
279(1)
Social Media in Action
279(1)
15.5.2 DJs and Media-Sponsored Events
280(1)
Summary: Radio and Television
280(2)
16 Meetings and Events
282(19)
16.1 A World Filled with Events
283(2)
On the Job Insights
283(1)
PRCasebook
284(1)
16.2 Group Meetings
285(2)
16.2.1 Planning
285(1)
On the Job Insights
285(2)
Location
Seating
Facilities
Invitations
16.2.2 Registration
287(1)
Greeting
Name Tags
16.2.3 Program
287(1)
Speakers
Meals
16.3 Banquets
287(3)
On the Job Insights
288(1)
16.3.1 Working with Catering Managers
289(1)
16.3.2 Logistics and Timing
290(1)
On the Job Insights
290(1)
16.4 Receptions and Cocktail Parties
290(1)
16.5 Open Houses and Plant Tours
291(1)
16.6 Conventions
292(2)
16.6.1 Planning
292(1)
Timing
Location
Facilities
Exhibits
16.6.2 Program
293(1)
Recreation And Entertainment
Attendance
Social Media in Action
294(1)
Administration
16.7 Trade Shows
294(2)
16.7.1 Exhibit Booths
294(1)
16.7.2 Hospitality Suites
295(1)
16.7.3 Pressrooms and Media Relations
295(1)
16.8 Promotional Events
296(5)
On the Job Insights
296(1)
A Multicultural World
297(1)
16.8.1 Using Celebrities to Attract Attendance
298(1)
16.8.2 Planning and Logistics
298(1)
Summary: Meetings and Events
299(2)
17 Corporations
301(19)
17.1 Today's Modern Corporation
302(4)
PRCasebook
302(3)
17.1.1 The Role of Public Relations
305(1)
On the Job Insights
305(1)
17.2 Media Relations
306(1)
17.3 Customer Relations
307(3)
17.3.1 Reaching Diverse Markets
308(1)
17.3.2 Consumer Activism
308(1)
17.3.3 Consumer Boycotts
309(1)
On the Job Insights
310(1)
17.4 Employee Relations
310(2)
17.4.1 Layoffs
311(1)
17.5 Investor Relations
312(1)
17.6 Marketing Communication
312(4)
17.6.1 Product Publicity
312(1)
17.6.2 Product Placement
313(1)
17.6.3 Cause-Related Marketing
313(1)
17.6.4 Corporate Sponsorships
314(1)
17.6.5 Viral Marketing
314(1)
Social Media in Action
315(1)
17.7 Environmental Relations
316(1)
17.8 Corporate Philanthropy
316(4)
On the Job Insights
317(1)
Summary: Corporations
318(2)
18 Entertainment, Sports, and Tourism
320(14)
18.1 A Major Part of the American Economy
321(1)
18.2 The Cult of Celebrity
321(5)
Social Media in Action
322(1)
18.2.1 The Public's Fascination with Celebrities
322(1)
18.2.2 The Work of a Publicist
322(2)
On the Job Insights
324(1)
On the Job Insights
325(1)
18.3 The Business of Sports
326(1)
On the Job Insights
326(1)
18.3.1 Community Relations
326(1)
18.4 The Tourism Industry
327(7)
A Multicultural World
327(1)
18.4.1 Phases of Travel Promotion
328(1)
On the Job Insights
329(1)
On the Job Insights
329(1)
18.4.2 Appeals to Target Audiences
330(1)
18.4.3 Coping with Threats and Crises
331(1)
PRCasebook
331(1)
Summary: Entertainment, Sports, and Tourism
332(2)
19 Politics and Government
334(17)
19.1 Government Organizations
335(1)
PRCasebook
335(1)
19.1.1 Basic Purposes of Government Public Relations
336(1)
19.2 The Federal Government
336(5)
19.2.1 The White House
337(1)
19.2.2 Congress
338(1)
19.2.3 Federal Agencies
338(1)
On the Job Insights
338(2)
Social Media in Action
340(1)
19.3 State Governments
341(1)
19.4 Local Governments
342(1)
19.5 The Case for Government Public Information and Public Affairs
343(1)
19.6 Government Relations by Corporations
344(1)
On the Job Insights
344(1)
19.7 Lobbying
345(2)
On the Job Ethics
345(1)
19.7.1 Pitfalls of Lobbying
346(1)
19.7.2 Grassroots Lobbying
347(1)
19.8 Election Campaigns
347(4)
Summary: Politics and Government
349(2)
20 Global Public Relations
351(18)
20.1 What Is Global Public Relations?
351(4)
20.1.1 Development in Other Nations
352(1)
A Multicultural World
353(2)
Brazil
Dubai And Middle East
India
Indonesia
Japan
Mexico
Russian Federation And The Former Soviet Republics
South Africa
Sweden And Other Nordic Countries
Thailand
Turkey
20.2 International Corporate Public Relations
355(6)
20.2.1 The New Age of Global Marketing
355(1)
20.2.2 Language and Cultural Differences
356(1)
On the Job Insights
357(1)
On the Job Insights
357(1)
20.2.3 Foreign Corporations in the United States
358(1)
20.2.4 U.S. Corporations in Other Nations
358(1)
Corporations
On the Job Ethics
359(1)
NGOs
PRCasebook
360(1)
International Institutions
20.3 Public Relations by Governments
361(5)
Social Media in Action
362(1)
On the Job Insights
362(1)
On the Job Insights
363(2)
On the Job Insights
365(1)
20.3.1 American Public Diplomacy
365(1)
20.4 Opportunities in International Work
366(3)
Summary: Global Public Relations
367(2)
21 Nonprofit, Health, and Education
369(17)
21.1 The Nonprofit Sector
370(2)
21.1.1 Competition, Conflict, and Cooperation
370(1)
A Multicultural World
371(1)
21.2 Membership Organizations
372(2)
21.2.1 Professional Associations
372(1)
21.2.2 Trade Groups
372(1)
21.2.3 Labor Unions
373(1)
21.2.4 Chambers of Commerce
373(1)
On the Job Ethics
373(1)
21.3 Advocacy Groups
374(1)
21.3.1 Public Relations Tactics
375(1)
Lobbying
Litigation
Mass Demonstrations
Boycotts
Reconciliation
21.4 Social Service Organizations
375(2)
21.4.1 Foundations
375(1)
21.4.2 Cultural Groups
376(1)
21.4.3 Religious Groups
376(1)
21.4.4 Public Relations Tactics
376(1)
Publicity
Creation Of Events
Use Of Services
Creation Of Educational Materials
Newsletters
21.5 Health Organizations
377(2)
Hospitals
Health Agencies
Social Media in Action
378(1)
21.6 Educational Organizations
379(1)
21.7 Colleges and Universities
379(2)
21.7.1 Key Publics
380(1)
Faculty And Staff
Students
Alumni And Other Donors
On the Job Insights
380(1)
Government
The Community
Prospective Students
21.8 Fund-Raising and Development
381(5)
On the Job Insights
381(1)
21.8.1 Motivations for Giving
382(1)
21.8.2 Fund-Raising Methods
382(2)
Corporate And Foundation Donations
Structured Capital Campaigns
Direct Mail
Event Sponsorship
Television Solicitations
Telephone Solicitations
Endorsements And Tie-Ins
Online And Social Media
On the Job Insights
384(1)
Summary: Nonprofit, Health, and Education
384(2)
Media Resources 386(6)
Directory of Useful Web Sites 392(1)
Bibliography 393(6)
Credits 399(4)
Index 403