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| Foreword | |
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| Preface | |
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| Acknowledgments | |
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| About the Author | |
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| Evolution | |
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| What Is Public Relations, Anyway? | |
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| Prominence of Public Relations | |
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| Planned Process to Influence Public Opinion | |
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| Public Relations as Management Interpreter | |
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| Public Relations as Public Interpreter | |
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| Speaking of Ethics: Communicating Terror-in English | |
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| The Functions of Public Relations | |
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| The Curse of "Spin" | |
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| What Manner of Man or Woman? | |
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| Talking Points: The Scanlon Scandal and the Problem with Public Relations | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: Public Relations: The Complete Guide | |
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| Case Study: The Rise and Fall and Rise of Queen Martha | |
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| Voice of Authority: An Interview with Harold Burson | |
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| Suggested Readings | |
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| Notes | |
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| The Growth of Public Relations | |
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| Ancient Beginnings | |
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| Early American Experience | |
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| Speaking of Ethics: The Church's Spring of Shame | |
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| Later American Experience | |
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| Talking Points: P.T. Barnum Lives | |
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| The Real Father of Modern Public Relations | |
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| The Growth of Modern Public Relations | |
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| Public Relations Comes of Age | |
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| Public Relations Education | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: The Father of Spin: Edward L. Bernays and the Birth of Public Relations | |
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| Case Study: The Tylenol Murders | |
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| Voice of Authority: An Interview with Edward L. Bernays | |
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| Suggested Readings | |
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| Notes | |
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| Preparation/Process | |
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| Communication | |
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| Goals of Communication | |
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| Traditional Theories of Communication | |
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| Contemporary Theories of Communication | |
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| The Word | |
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| Talking Points: Profizzle of Lexicizzle | |
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| Speaking of Ethics: Messing with the Medium | |
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| Receiver's Bias | |
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| Feedback | |
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| Talking Points: Whaaat? | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: You're Too Kind: A Brief History of Flattery | |
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| Case Study: Wal-Mart Wages War to Regain Its Reputation | |
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| Voice of Authority: An Interview with Mona Williams | |
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| Suggested Readings | |
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| Notes | |
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| Public Opinion | |
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| What Is Public Opinion? | |
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| What Are Attitudes? | |
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| How Are Attitudes Influenced? | |
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| Motivating Attitude Change | |
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| Power of Persuasion | |
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| Speaking of Ethics: Sony Spray-Paints Public Opinion | |
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| Influencing Public Opinion | |
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| Polishing the Corporate Image | |
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| Managing Reputation | |
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| Talking Points: Winning Reputation... | |
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| Talking Points:...Losing Reputation | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: The New York Times | |
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| Case Study: Dressed for Success: The NBA Cleans Up Its Image | |
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| Voice of Authority: An Interview with Kathleen Hessert | |
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| Suggested Readings | |
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| Notes | |
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| Management | |
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| Management Process of Public Relations | |
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| Reporting to Top Management | |
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| Speaking of Ethics: Super-Sized Duplicity? | |
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| Conceptualizing the Public Relations Plan | |
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| Creating the Public Relations Plan | |
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| Activating the Public Relations Campaign | |
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| Setting Public Relations Objectives | |
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| Budgeting for Public Relations | |
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| Talking Points: Fudging the Fleishman Budget | |
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| Implementing Public Relations Programs | |
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| The Public Relations Department | |
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| The Public Relations Agency | |
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| Reputation Management | |
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| Where Are the Jobs? | |
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| What Does It Pay? | |
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| Women and Minorities | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: IdeaWise: How to Transform Your Ideas into Tomorrow's Innovations | |
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| Case Study: Exxon Corporation's Bad Good Friday | |
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| Voice of Authority: An Interview with Peter Drucker | |
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| Suggested Readings | |
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| Notes | |
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| Ethics | |
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| Are We Doing the Right Thing? | |
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| Ethics in Business | |
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| Corporate Codes of Conduct | |
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| Corporate Social Responsibility | |
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| Ethics in Government | |
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| Talking Points: Ethical Rocky Road at Ben & Jerry's | |
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| Ethics in Journalism | |
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| Speaking of Ethics: Ducking the High Hard One | |
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| Ethics in Public Relations | |
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| Talking Points: Test Your Workplace Ethics | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: The Governance Game: Restoring Boardroom Excellence and Credibility in Corporate America | |
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| Case Study: Ketchum Captured in Pay-for-Play Ethical Lapse | |
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| Voice of Authority: An Interview with Howard Rubenstein | |
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| Suggested Readings | |
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| Notes | |
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| The Law | |
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| Public Relations and the Law: An Uneasy Alliance | |
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| Talking Points: Saving the Juice | |
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| Public Relations and the First Amendment | |
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| Public Relations and Defamation Law | |
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| Public Relations and Insider Trading | |
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| Public Relations and Disclosure Law | |
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| Public Relations and Ethics Law | |
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| Public Relations and Copyright Law | |
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| Public Relations and Internet Law | |
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| Speaking of Ethics: Seizing the Prepubescent Pirates | |
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| Litigation Public Relations | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: Slander: Liberal Lies About the American Right | |
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| Case Study: Winning a National Venue for Eminent Domain | |
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| Voice of Authority: An Interview with John Kramer | |
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| Suggested Readings | |
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| Notes | |
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| Research | |
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| Essential First Step | |
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| What Is Research? | |
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| Principles of Public Relations Research | |
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| Types of Public Relations Research | |
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| Methods of Public Relations Research | |
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| Talking Points: Figures and Faces-Lie | |
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| Speaking of Ethics: Assessing an "Unbiased" Testing Agency | |
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| Evaluation | |
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| Research and the Web | |
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| Using Outside Research Help | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: The Best of Branding | |
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| Case Study: Researching a Position for Alan Louis General | |
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| Voice of Authority: An Interview with John James Fahey | |
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| Suggested Readings | |
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| Notes | |
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| The Publics | |
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| Print Media Relations | |
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| Number One Medium | |
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| Objectivity in the Media | |
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| The Internet Factor | |
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| Dealing with the Media | |
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| Attracting Publicity | |
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| Value of Publicity | |
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| Pitching Publicity | |
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| Online Publicity | |
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| Dealing with the Wires | |
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| Speaking of Ethics: Condemning the Prize-Winning Wire Photo | |
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| Measuring Publicity | |
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| Handling Print Interviews | |
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| Talking Points: One-Minute Media Relations | |
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| Press Conferences | |
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| Talking Points: Confessions of a Media Maven | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: Media Relations: From a Journalist's Perspective | |
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| Case Study: Bagging the Elusive Exclusive | |
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| Voice of Authority: An Interview with John Stauber | |
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| Suggested Readings | |
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| Notes | |
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| Electronic Media Relations | |
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| 24/7 Television News | |
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| Speaking of Ethics: Judging the Judge at American Idol | |
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| Handling Television Interviews | |
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| Video News Releases | |
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| Talking Points: When Is a Television Spokesman Not a Spokesman? | |
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| Satellite Media Tours | |
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| Public Service Announcements | |
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| Growth of Talk Radio | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: 60 Minutes | |
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| Case Study: They're Heeere! | |
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| Voice of Authority: An Interview with Rita Cosby | |
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| Suggested Readings | |
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| Notes | |
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| Employee Relations | |
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| Strong Employee Relations Equals Solid Organizations | |
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| Speaking of Ethics: Scripting the Trust Gap | |
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| Dealing with the Employee Public | |
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| Communicating Effectively in a Sea of Doubt | |
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| Credibility: The Key | |
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| S-H-O-C the Troops | |
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| Employee Communications Tactics | |
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| Talking Points: Preempting Sicko | |
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| The Grapevine | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: Corporate Conversations: A Guide to Crafting Effective and Appropriate Internal Communications | |
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| Case Study: The Chairman's E-Mail | |
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| Voice of Authority: An Interview with Shaunee L. Wallace | |
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| Suggested Readings | |
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| Notes | |
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| Multicultural Community Relations | |
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| Community Social Responsibility | |
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| Community Relations Expectations | |
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| Community Relations Objectives | |
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| Community Relations on the Internet | |
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| Serving Diverse Communities | |
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| Speaking of Ethics: Losing Support for Supporting Gay Rights | |
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| Nonprofit Public Relations | |
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| Talking Points: 13 Rules for Radicals | |
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| Master of Many Trades | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: Rules for Radicals: A Practical Primer for Realistic Radicals | |
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| Case Study: The Summers of Harvard's Diversity Discontent | |
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| Voice of Authority: An Interview with Mike Paul | |
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| Suggested Readings | |
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| Notes | |
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| Government Relations | |
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| Public Relations in Government | |
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| Talking Points: The First Public Relations Lady | |
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| Speaking of Ethics: Shooting V.P."Ducks" the Media | |
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| Lobbying the Government | |
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| Political Action Committees | |
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| Dealing with Local Government | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: Lipstick on a Pig | |
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| Case Study: The Katrina Kalamity | |
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| Voice of Authority: An Interview with Scott McClellan (Not) | |
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| Suggested Readings | |
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| Notes | |
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| Consumer Relations | |
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| Consumer Relations Objectives | |
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| Consumer-Generated Media | |
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| Office of the Ombudsperson | |
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| The Consumer Movement | |
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| Federal Consumer Agencies | |
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| Speaking of Ethics: So You Want to Be an Ombudsperson | |
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| Consumer Activists on the Internet | |
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| Business Gets the Message | |
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| Talking Points: Promoting an Unapologetic Monster | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: Mew Product Launch: 10 Proven Strategies | |
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| Case Study: Tobacco Wars | |
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| Voice of Authority: An Interview with Amy Binder | |
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| Suggested Readings | |
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| Notes | |
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| International Relations | |
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| Operating Around the Globe | |
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| Talking Points: Global Brand Leaders | |
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| Hopscotching the World for Public Relations | |
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| Speaking of Ethics: Socialist's Social Responsibility One-Ups Big Oil | |
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| Talking Points: Think Multilingual-Or Else | |
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| Talking Points: Straighten Out Your English-Or Else | |
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| Communicating to the Global Village | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: Global Communication: Theories, Stakeholders, and Trends, 2nd ed. | |
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| Case Study: Karen Hughes Stumbles Selling Uncle Sam | |
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| Voice of Authority: An Interview with Shashi Tharoor | |
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| Suggested Readings | |
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| Notes | |
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| Execution | |
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| Public Relations Writing | |
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| Writing for the Eye and the Ear | |
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| Fundamentals of Writing | |
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| Flesch Readability Formula | |
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| The Beauty of the Inverted Pyramid | |
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| Talking Points: Nonreadability | |
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| The News Release | |
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| Talking Points: Just the Facts | |
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| News Release News Value | |
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| News Release Content | |
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| News Release Style | |
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| News Release Essentials | |
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| Talking Points: News Release Taboo Terms | |
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| Speaking of Ethics: Bad Taste News Release | |
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| Talking Points: The Sassy Style of the Internet | |
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| The Media Kit | |
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| The Pitch Letter | |
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| Other Print Vehicles | |
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| Writing for the Ear | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: The Business Style Handbook | |
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| Case Study: The Raina, Inc., News Release | |
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| Voice of Authority: An Interview with Bonnie Grossman | |
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| Suggested Readings | |
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| Notes | |
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| Integrated Marketing Communications | |
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| Public Relations vs. Marketing vs. Advertising | |
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| Product Publicity | |
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| Talking Points: Taco Bell's Publicity Bull's-Eye | |
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| Third-Party Endorsement | |
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| Building a Brand | |
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| Integrating Marketing with Public Relations | |
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| Speaking of Ethics: Taking a Chance on Controversial Kate | |
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| Public Relations Advertising | |
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| Purposes of Public Relations Advertising | |
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| Twenty-First-Century Integrated Marketing | |
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| Talking Points: The Top 10 | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: The Fall of Advertising and the Rise of PR | |
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| Case Study: Reviving the Bryant Brand | |
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| Voice of Authority: An Interview with Marina Maher | |
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| Suggested Readings | |
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| Notes | |
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| Public Relations and the Internet | |
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| Defining the Internet | |
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| The Internet as Communications Medium | |
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| Public Relations Internet Challenge | |
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| E-Mail: The Dominator | |
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| Developing a Winning Web Site | |
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| Speaking of Ethics: Wal-Mart Unleashes the Bloggers | |
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| Monitor the Internet...or Else! | |
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| Product Promotion on the Internet | |
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| Investor Relations on the Internet | |
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| Of Intranets/Extranets, Wikis, Podcasts, and RSS Feeds | |
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| Talking Points: Confronting a Sticky Wiki | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: Buzz Marketing with Blogs for Dummies | |
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| Case Study: Wassup at the Wassup Chat Room? | |
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| Voice of Authority: An Interview with Shel Holtz | |
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| Suggested Readings | |
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| Notes | |
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| Crisis Management | |
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| Issues Management | |
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| Emergence of Risk Communication | |
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| Managing in a Crisis | |
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| Planning in a Crisis | |
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| Communicating in a Crisis | |
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| Speaking of Ethics: The Times Strikes Macy's with Hot Air | |
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| Engaging the Media | |
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| Talking Points: The Lessons of Valdez | |
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| Talking Points: When "No Comment" and "Comment" Are Equally Catastrophic | |
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| Talking Points: Twenty-First-Century Public Relations Hero | |
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| Last Word | |
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| Discussion Starters | |
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| Top of the Shelf: Tough Calls | |
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| Case Study: Wendy's Fingers a Hoaxer | |
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| Voice of Authority: A Final Word to the Wise (Student): An Interview with Bill Heyman | |
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| Suggested Reading | |
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| Notes | |
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| PRSA Member Code of Ethics 2000 | |
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| PRIA Code of Ethics | |
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| Credits | |
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| Index | |