Think Public Relations

ISBN-10: 0205781691
ISBN-13: 9780205781690
Edition: 2011
List price: $77.40
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Book details

List price: $77.40
Copyright year: 2011
Publisher: Allyn & Bacon, Incorporated
Publication date: 7/20/2010
Binding: Paperback
Pages: 416
Size: 8.00" wide x 11.00" long x 0.50" tall
Weight: 2.002
Language: English

DENNIS L.WILCOX, Ph.D., Is professor emeritus of public relations and past director of the School of Journalism and Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America (PRSA), former chair of the PRSA Educator's Academy, and past chair of the public relations division of Association for Education in Journalism and Mass Communication (AEJMC). Dr.Wilcox has written six books, including being the lead author of Public RelationsStrategies and Tactics and Public Relations Writing and Media Techniques. His honors include PRSA's "Outstanding Educator," the Xifra-Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest. He is active in the International Public Relations Association (IPRA) and a member of the Arthur W. Page Society, a group of senior communication executives. Dr. Wilcox regularly consults and gives lectures and workshops to students and professionals in a variety of nations.GLEN T. CAMERON, Ph.D., Is Gregory Chair in Journalism Research and founder of the Health Communication Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, award-winning conference papers, and books on public relations topics. A popular lecturer internationally, Dr. Cameron has received the Baskett-Mosse and Pathfinderawards for career achievement. The University of Missouri honored him in 2006 with the 21st Century Corps of Discovery Lectureship, which is given once each year by a globally recognized campus scholar. Dr. Cameron's ongoing public relations experience includes his management of more than $42 million in external funding of health public relations projects from sources such as the National Institutes of Health, The National Cancer Institute, Missouri Foundation for Health, The U.S. Department of Agriculture, The Centers for Disease Control and Prevention, The U.S Department of Defense, and Monsanto. Whenever he can, Dr. Cameron enjoys the rivers and mountains of his native Montana as well as wild spots around the world.BRYAN H. REBER, Ph.D., Is associate professor of public relations at the University of Georgia, Grady College of Journalism and Mass Communication. Dr. Reber teaches courses that offer an introduction to public relations, management, writing, and campaigns. On the graduate level, he teaches classes in topics including management, persuasion, campaign research, and public opinion. His research focuses on public relations theory, practice, pedagogy, and health communication and has been published in the Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Health Communication, Public Relations Review, and Journal of Broadcasting and Electronic Media. Dr. Reber regularly presents his research at national and international academic conferences. He is the co-author of two books: Gaining Influence in Public Relations and Public Relations Today: Managing Competition and Conflict. Dr. Reberworked for 15 years in public relations at Bethel College,Kansas. He has conducted research For The Sierra Club,Ketchum, And The Georgia Hospital Association, among others.JAE-HWA SHIN, Ph.D., Mph., Is an associate professor in the School of Mass Communication and Journalism at the University of Southern Mississippi. Dr. Shin is widely recognized as a prolific researcher in the field of public relations and has actively participated in the emerging development of public relations theory. She co-authored Public Relations Today: Managing Conflict and Competition, a text that incorporatesher research, teaching, and professional experience.In addition, she has published her research in peer-reviewedjournals such as Public Relations Review, Journalism & Mass Communication Quarterly, Science Communication Journal, andJournal of Communication in Health Care. Dr. Shin is an active presenter at national and interna

What Is Public Relations?
The Challenge of Public Relations
Global Scope
A Variety of Definitions
PR Casebook> Doritos PR Helps Steal the ¡Super Bowl Away from Budweiser
Public Relations as a Process
The Components of Public Relations
How Public Relations Differs from Journalism
Scope
Objectives
Audiences
Channels
How Public Relations Differs from Advertising
How Public Relations Differs from Marketing
How Public Relations Supports Marketing
Toward an Integrated Perspective: Strategic Communication
Summary
Questions for Review and Discussion
TACTICS Other Firms' Suffering Has Bolstered the Public Relations Business, The Economist
Careers in Public Relations
A Changing Focus in Public Relations
The Range of Public Relations Work
Personal Qualifications and Attitudes
Five Essential Abilities
PR Casebook> Pepsi Creates Social Media Buzz with Amp App
Organizational Roles
The Value of Internships
Salaries in Public Relations
Entry-Level Salaries
Salaries for ¡Experienced Professionals
Salaries for Women: the Gender Gap
The Value of Public Relations
Summary
Questions for Review and Discussion
Managing Competition and Conflict
A New Way of Thinking: Conflict and Competition
The Role of Public Relations in Managing Conflict
It Depends: Factors That Affect Conflict ¡Management
The Threat Appraisal Model 48 · Contingency Theory
PR Casebook> Water Purveyors Face Conflict and Competition
The Conflict Management Life Cycle
Proactive Phase
Strategic Phase
Reactive Phase
Recovery Phase
Managing the Life Cycle of a Conflict
Issues Management
Strategic ¡Positioning and Risk Communication
Crisis Management
Reputation ¡Management
Dÿj�� Vu���All Over Again
Summary
Questions for Review and Discussion
TACTICS Maybe Tiger Woods Knows Exactly What He Is Doing, New YorkMagazine
The Growth of a Profession
A Brief History of Public Relations
Ancient Beginnings
Public Relations in Colonial America
The Age of the Press Agent
Public Relations Grows as America Grows
The Rise of ¡Politics and Activism
Modern Public Relations Comes of Age
PR Casebook> Constructive Public Relations for the New York Subway
Public Relations Expands in Postwar ¡America
Evolving Practice and ¡Philosophy
Trends in Today's Practice of Public Relations
Feminization of the Field
The Importance of Diversity
Other ¡Major Trends in Public Relations
A Growing Professional Practice
The Public Relations Society of America
The International Association of Business Communicators
The International Public Relations Association
Other Groups
Professionalism, Licensing, and Accreditation
Professionalism
Licensing
Accreditation
Summary
Questions for Review and Discussion
Today's Practice: DePartments and Firms
Public Relations DePartments
Organizational Factors Determine the Role of Public Relations
What Public ¡Relations DePartments Are Called
How Public Relations DePartments Are ¡Organized
Line and Staff Functions
Levels of Influence
Sources of Friction
The Trend ¡Toward ¡Outsourcing
Public Relations Firms
Global Reach
The Rise of Communication Conglomerates
Structure of a Counseling Firm
Pros and Cons of Using a Public Relations Firm
PR Casebook> Taking SXSW to the Next Level
Fees and Charges
Summary
Questions for Review and Discussion
TACTICS Census Campaign Focuses on ¡Messaging, Minority Communities, PRWeek
Research and Campaign Planning
The Four Essential Steps of Effective Public Relations
Research: the First Step
Using ¡Research
Research Techniques
Random Sampling
Sample Size
Reaching Respondents
Planning: the Second Step
Approaches to Planning
The Eight Elements of a Program Plan
PR Casebook> What Did Fleishman-Hillard Do for Brown?
Summary
Questions for Review and Discussion
Communication and Measurement
Making Sure the Audience Receives the Message
Making the Audience Pay Attention to the Audience
Making Sure the Message Is Understood 138 · Making the Message Credible
Making the Message Memorable
Making Sure the Audience Acts on the ¡Message
Measurement: the Fourth Step
Objectives: A Prerequisite for Measurement
Measurement and Evaluation Status
Measure of Production
Measurement of Message Exposure
Media Impressions
Internet Hits
Advertising Equivalency
Systematic Tracking
Information Requests
Cost per Person
Audience Attendance
Measurement of Audience Awareness
Measurement of Audience Attitudes
Measurement of Audience Action
PR Casebook> Media Reality Check
Summary
Questions for Review and Discussion
TACTICS Americans Split on Whether Goals in Afghanistan Will Be Met, Gallup
Public Opinion and Persuasion
What Is Public Opinion?
Opinion Leaders as Catalysts
The Flow of Opinion
The Role of Mass Media
Agenda Setting
Framing
The Role of Conflict
PR Casebook> War over Wal-Mart: Retail ¡Giant Fights Back
Persuasion in Public Opinion
The Uses of Persuasion
Persuasion and Negotiation
Factors in Persuasive Communication
Audience Analysis
Appeals to Self-Interest
Audience Participation
Suggestions for Action
Source Credibility
Clarity of Message
Channels
Timing and Context
Reinforcement
The Limits of Persuasion
Lack of Message Penetration
Competing or Conflicting Messages
Self-Selection
Self-Perception
Summary
Questions for Review and Discussion
Ethics and the Law
What Is Ethics?
The Ethical Advocate
Professional Guidelines
Codes of Conduct
Ethics in ¡Individual Practice
Dealing with the News Media
Public Relations and the Law
Defamation 188 · Avoiding Libel Suits
PR Casebook> Make It Work, People
Employee Communications
Product Publicity and Advertising
Employee Free Speech
Copyright Law
Fair Use Versus Infringement
Photography and Artwork
The Rights of Freelance Writers
Trademark Law
The Protection of Trademarks
Trademark Infringement
Misappropriation of Personality
Regulations by Government Agencies
The Federal Trade Commission
The Securities and Exchange Commission
Other Regulatory Agencies
Liability for Sponsored Events
Working with Lawyers
Summary
Questions for Review and Discussion
TACTICS Financial Sector Targets Diverse Audiences, PRWeek
Reaching Diverse Audiences
The Nature of the Public Relations Audience
Age Group Audiences
Youth 209 · Baby Boomers
Seniors
Gender/Lifestyle Audiences
Women
Gays and Lesbians
Religious Groups
Ethnically Diverse Audiences
PR Casebook> Getting the Word Out on Gay Tourism
Divesity Media
Hispanics
African Americans
Global Audiences
Matching the Audience with the Media
Print
Radio and Video
Television
Online Media
Social Media
Summary
Questions for Review and Discussion
The Internet and Social Media
The Internet Is Everywhere
Leveraging the Power of the Web
Interactivity
Cost-Effectiveness
Webcasts: Real-Time Interaction
The Rise of Social Media
Blogs: Everyone's a Journalist
Corporate or Organizational Blogs
Employee Blogs
Third-Party Blogs
Making Friends on MySpace and Facebook
YouTube: Video Clips and Controversy
PR Casebook> Pizza Chain Responds to YouTube Video
Texting: A Way of Life
Wikis, Tweets, and Podcasts: Oh My!
The Next Generation: Web 3.0
Summary
Questions for Review and Discussion
TACTICS Social Media Puts Fizz into Coke, Financial Times
Public Relations Tactics
News Releases
Is it Time for a News Release?
The Content of a News Release
Publicity Photos
Media Advisories, Fact Sheets, Media Kits, and Pitch Letters
PR Casebook> Doing Good for the World and for the Balance Sheet
Interviews with Journalists and News ¡Conferences
Interviews 256 · News Conferences
Planning and Conducting a News Conference
The Press Party and the Media Tour
The Reach of Radio and Television
Radio
Audio News Releases
Public Service Announcements
Radio ¡Media Tours
Television
Video News Releases
Satellite ¡Media Tours
Personal Appearances
Talk Shows and Magazine Shows
Booking a Guest
Product Placements
Summary
Questions for Review and Discussion
Events and Promotions
A World Filled with Meetings and Events
Group Meetings
Meeting Location
Meeting Invitations
Getting the Meeting Started
Speakers
Meals
Banquets
Receptions and Cocktail Parties
Open Houses and Plant Tours
Conventions
Convention Planning
Convention Programs
Trade Shows
Exhibit Booths
Press Rooms and Media Relations
Promotional Events
Corporate Sponsorships: Another Kind of Event
Celebrity Appearances
Promotional Event Logistics
PR Casebook> When Going to the Restroom Is an Event
Summary
Questions for Review and Discussion
TACTICS Dealing with Global Media Can Be Difficult, but if Done Correctly Brings Numerous Rewards, PRWeek
Global Public Relations
What Is Global Public Relations?
Public Relations Development in Other Nations
International Corporate Public Relations
Language and Cultural Differences
Foreign Corporations in the United States
PR Casebook> Romania Rehabilitates Its ¡Image "Virtually"
Representing U.S. Corporations in Other ¡Nations
Public Diplomacy
Foreign Public Diplomacy Efforts
The Rise of NGOs
Opportunities in International Work
Summary
Questions for Review and Discussion
Corporate Public Relations
Modern Corporations
The Role of Public Relations
Media Relations
Customer Relations
Consumer Activism
Consumer Boycotts
Employee Relations
Investor Relations
Marketing Communications
PR Casebook> Coors Brews a Community Relations Problem
Product Publicity
Cause-Related Marketing
Corporate Sponsorship
Viral Marketing
Environmental Relations
Corporate Philanthropy
Summary
Questions for Review and Discussion
TACTICS The How-To of an Admission in the Steroid Era, The New York Times
Entertainment, Sports, and Tourism
Public Relations in Entertainment, Sports, and Tourism
The Entertainment Industry
The Personality Campaign
Conducting the Campaign
Promoting an Entertainment Event
The "Drip-Drip-Drip" Technique
The Movie Industry
Sports Publicity
PR Casebook> A Tiger in Trouble
Travel Promotion
Appeals to Target Audiences
Tourism in Times of Crisis
Summary
Questions for Review and Discussion
Government and Politics
Government Organizations
Basic Purposes of Government Public ¡Relations
Public Information and Public Affairs
The Federal Government
The White House
Congress
Federal Agencies
PR Casebook> America's Image Overseas
State Governments
Local Governments
Government Relations by Corporations
Lobbying
Pitfalls of Lobbying
Grassroots Lobbying
Election Campaigns
Summary
Questions for Review and Discussion
TACTICS First 100 Days of the Obama ¡Administration: PR Review, PRWeek
Nonprofit, Health, and Education
The Role of Public Relations in Nonprofit, Health, and Education Organizations
Competition, Conflict, and ¡Cooperation in Nonprofit, Health, and ¡Education Organizations
Fund-Raising
Motivations for Giving
Fund-Raising Methods
Membership Organizations
Professional Associations
Trade ¡Associations
Labor Unions
Chambers of Commerce
Advocacy Groups
Activist Groups
Social Issue ¡Organizations
PR Casebook> Advocacy Groups Face Off over Whole Foods CEO John Mackey's ¡Position on Healthcare
Social Service Organizations
Philanthropic Foundations
Cultural Organizations
Religious ¡Organizations
Health Organizations
Health Campaigns: Strategies and Tactics
Educational Organizations
Colleges and Universities
Elementary and Secondary Schools
School Districts
Summary
Questions for Review and Discussion

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