Public Relations From Theory to Practice

ISBN-10: 0205393551

ISBN-13: 9780205393558

Edition: 2008

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Description:

Theory to practice relationship demonstrated. Role of theory in practice, An ethics-based pubic relations practice, A globally-based public relations practice. Upper level courses in public relations, Communication management courses, Organizational communication courses, Public relations courses focusing on community relations and crisis communication, International English speaking colleges in Korea, Croatia, England, Ireland, China.
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Book details

List price: $109.40
Copyright year: 2008
Publisher: Allyn & Bacon, Incorporated
Publication date: 1/17/2007
Binding: Paperback
Pages: 416
Size: 6.75" wide x 9.00" long x 1.00" tall
Weight: 1.430
Language: English

Foreword
Preface
Effectiveness Management: Engaging Systems of Power and Networks of Communication
Power Resource Management: Pushing Buttons and Building Cases
Historical and Theoretical Perspectives on Power
Origins of Power Resource Management Theory
Power and Its Resources
Issues: Contestable Matters of Fact, Value, and Policy
Stakes, Stakeholders, and Stakeseekers
Applications
Conclusion
Case: CPSC Versus Daisy
Questions for Application
A Weickian Approach to Public Relations and Crisis Management
Weick's Model of Organizing
Information Environment and Equivocal Information Inputs
Communication Rules and Cycles
Enactment, Selection, and Retention
Summary and Recommendations
Case: Crisis Communication and Anthrax
Questions for Application
Strategic Issues Management: Theoretical Underpinnings for Strategic Planning and Operations in the Public Policy Arena
Uniqueness: Old Hat or a New Ballgame?
Underpinnings of Issues Management
Four Legs of the Issues Management Stool
Applications
Strategic Business Planning Through Integration
Issue Monitoring
Corporate Responsibility
Issue Communication
Conclusion
Case: the WTO and G8
Questions for Application
Organizational-Public Relationships in Cyberspace
Online Communication's Potential
Examining Relationships
Measures of Relationship Quality
Applying the Measures to Online Communication
Commitment
Control Mutuality
Communality
Trust
Satisfaction
Additional Measures of Relationships
Cognitive Learning
Affective Responses
Resulting Behaviors
Conclusion
Case: Intel's 1994 Pentium Chip Crisis
Questions for Application
Fundamental Perspectives: Creating Action and Meaning Through Messaging
Working with Innovators and Laggards: The Diffusion of Innovation Theory and Public Relations
The Theory of the Diffusion of Innovations
Innovation
Channel
Time
Social System
Diffusing Information to External Publics
Diffusing Information to Internal Publics
Engaging Employees in Public Relations
Success Stories
Effective Employee Communication
Conclusion
Case: Nationwide
Questions for Application
Speech Act Theory: An Approach to Public Relations Leadership
Language as the Core Carrier of Public Relations Functions
Answering the Dilemma
Public Relations as a Diverse Communication Function
The Dialectic and Rhetorical Relationship: A Historical Partnership
Speech Act Theory: The Means of Expression in Public Relations Practice
Speech Act Theory as the Source of Leadership Potential for Public Relations
Speech Act Theory Offers an Ethical Basis for the Dialogic Process
Case: Ameriflora '92
Questions for Application
Social Constructionism and Public Relations
The Basic Tenets of Social Constructionism
Historical Perspective
Intellectual Traditions in Public Relations
Modern Views of Public Relations
Social Constructionism and Language
Social Construction: A Basis for Practice and Study
Conclusion
Case: OTPOR (1998 Serbian Resistance)
Questions for Application
Social Drama for Public Relations Practice
Sociodrama
Sources for Duncan
Concepts
Elements of the Drama
Hierarchy
Three Levels of Sociodrama
Conclusion
Case: Concord Hospital
Questions for Application
Contingency Theory: Strategic Management of Conflict in Public Relations
The Stance we Take is Influenced by the Situation we are in
The Circumstance - "It Depends"
Pillars of Contingency Theory-Dynamism and Realism
Dynamism in Conflict Management
Realism in Litigation Public Relations
Inspiration of Contingency Theory - Expansion and Extension
Expansion: Emotions and Threat Appraisal
Extension: Conflict Positioning in Crisis Communication
Conflict Positioning: Integrating Contingency Stance with Image Repair Strategies
New Frontiers for Contingency Theory
Measurement of Contingent Factors
Further Elaboration on Stances
Conclusion
Case: The Sars Crises
Questions for Application
Normative Approaches: Leveraging Constraints and Opportunities
Foundations in Moral Philosophy for Public Relations Ethics
Is Public Relations Unethical?
Public Relations as Ethical Conscience of the Organization
Systems Theory Support for Acting as Ethical Conscience
Crisis Communication-Giving Voice in the Process
Crisis Communication and Image Repair Discourse
Image Repair Theory
Typology of Image Repair Strategies
Suggestions for Image Repair Messages
Preparation for Crisis
Identifying the Nature of the Crisis
Coping with Crisis
Case: Vioxx
Questions for Application
The Development of the Situational Crisis Communication Theory
Clarifying Theory
Clarifying the Scope
SCCT'S Current Articulation
The Crisis Situation
Crisis Response Strategies
Matching Crisis Situations to Crisis Response Strategies and Limitations
Historical Development of SCCT
Terminological Changes
Research-Driven Changes
Theory Testing
Conclusion
Case: The Plant Explosion
Questions for Application
Contextual Parameters-Understanding and Creating the Big Picture
International Public Relations: Toward an Integrated Theoretical Case
Limits of Symmetricalism and Excellence in the Century of Public Relations
The Case Study
Corporate Public Relations
Applying Western Theories Around the Globe
Underlying Assumptions and a New Integrated Framework
The Need for a Macrolevel, Cultural Approach
The Circuit of Culture as an Integrating Framework
The Circuit as a Basis for Theoretical Development
Case: Ivory Coast
Questions for Application
The Place of Theory in Public Relations Practice
Public Relations' Transition to Theory-Based Science: an Endeavor
The Importance of Theory Development
Practitioners' Views of Public Relations Theories
Case: Award-Winning Practitioners
Questions for Application
Working the System: The Evolution of Feminist Perspectives in Public Relations Scholarship
Challenges in Feminist Scholarship
No Monolithic Feminism
The Connotative Challenge of Feminism
Credibility Bias
The Legacy of Feminist Scholarship in Public Relations
Future Directions: Multidisciplinary Feminist Public Relations
Conclusion
Case: Working the System
Questions for Application
From Aardvark to Zebra Redux: An Analysis of Theory Development in Public Relations Academic Journals into the Twenty-First Century
What is Theory?
Assumptions of the Present Research About Theory
Ferguson's Research Further Reviewed
A Relational Theory of Public Relations
Introspective Investigations of Public Relations Academy Reviewed
Public Relations Academic Journals
Research Questions Revisited
Method
Results
Discussion
Future Research
Conclusion
Questions for Application
About the Contributors
Index
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