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| About the Authors | |
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| Preface | |
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| Background | |
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| Public Relations and Persuasion | |
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| Defining Public Relations | |
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| A Brief History of Public Relations | |
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| The Nature of Persuasion | |
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| Characteristics of Legitimate Public Relations Campaigns | |
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| Types of Persuasive Campaigns | |
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| Service Learning and Student Projects | |
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| Trends and Issues: Flack, Hype, and Spin | |
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| Case Study 1-A: Johnson and Johnson's | |
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| Campaign for Nursing's Future | |
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| Chapter 1 Discussion Questions | |
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| Glossary of Terms | |
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| The Public Relations Process | |
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| An Overview of the Public Relations Process | |
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| The Three-Step Process | |
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| The Written Proposal: Planning | |
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| The Written Proposal: Implementation | |
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| The Written Proposal: Evaluation | |
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| The Last Step | |
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| Trends and Issues: Communicating in a Crisis | |
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| Case Study 2: When Crisis Strikes Campus:The Three-Step Process at Work | |
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| Chapter 2 Discussion Questions | |
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| Glossary of Terms | |
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| Planning: Background Research | |
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| Preliminary Fact-Finding | |
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| Identifying Priority Audiences | |
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| Proposed Primary Research Methods and Research Objectives | |
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| Writing the Background Research Summary | |
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| Trends and Issues: Lifestyle Trends for the 21st Century | |
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| Case Study 3: Values and Lifestyles: The Eight Types of Americans | |
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| Tracking the Case: Conducting and Processing Background Research | |
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| Chapter 3 Discussion Questions | |
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| Glossary of Terms | |
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| Planning: Primary Research | |
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| Primary Research Methods | |
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| Qualitative Research | |
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| Quantitative Research | |
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| Integrity and Validity in Primary Research | |
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| Trends and Issues: Associated Press Guidelines for Reporting Research Results | |
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| Case Study 4-A: Lawyers Use Focus Groups to Design Trial Strategies | |
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| Case Study 4-B: Field Observation and the Science of Shopping | |
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| Case Study 4-C: How to Lie With StatisticsTracking the Case: Conducting and Processing Primary Research | |
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| Chapter 4 Discussion Questions | |
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| Glossary of Terms | |
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| Planning: Goals and Objectives, Messages and Themes, Channels and Strategies | |
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| Goals and Objectives | |
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| Messages and Themes | |
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| Channels and Strategies | |
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| Generalizations About Traditional Media | |
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| Public Relations on the Internet | |
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| Trends and Issues: News Values and Interests | |
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| Case Study 5: The Dixie Chicks: Shut Up and Sing!Tracking the Case: Goals and Objectives, Messages and Themes, Strategies and Channels | |
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| Chapter 5 Discussion Questions | |
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| Glossary of Terms | |
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| Implementation: Traditional Media Channels | |
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| Working With the News MediaInstitutional Advertising | |
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| Donated Media | |
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| Trends and Issues: The Future of the | |
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| News Release: Does it Have One? | |
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| Case Study 6: Two Controversies, Ten Years Apart | |
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| Tracking the Case: Choosing Media Tactics | |
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| Chapter 6 Discussion Questions | |
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| Glossary of Terms | |
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| Implementation: Interactive Media Channels | |
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| Electronic Mail | |
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| The World Wide WebSocial Media | |
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| The Blogosphere | |
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| Monitoring Cyberspace | |
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| Trends and Issues: Writing for the Cyberspace Audience | |
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| Case Study 7: We Are Marshall | |
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| Tracking the Case: Interactive Media Channels | |
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| Chapter 7 Discussion Questions | |
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| Glossary of Terms | |
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| Implementation: Non-media Channels | |
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| Events | |
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| Social Responsibility and Philanthropy Programs | |
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| Internal and Employee Communications | |
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| Investor Relations Materials | |
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| Marketing Activities | |
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| In-Person Communication | |
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| Inserts and Enclosures | |
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| Miscellaneous Tactics | |
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| Glossary of Terms | |
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| Trends and Issues: Tips for th | |