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Public Relations A Values-Driven Approach

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ISBN-10: 0205359698

ISBN-13: 9780205359691

Edition: 2nd 2003

Authors: David Guth, Charles Marsh

List price: $67.20
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Description:

In a time when society is holding individuals and organizations to high standards of conduct, Public Relations: A Values-Driven Approach teaches students how to build ethical, productive relationships with strategic constituencies. By placing public relations in a broad social context, Public Relations: A Values-Driven Approach provides an introduction to a dynamic, growing, and honorable profession. Steeped in the traditions and theories of public relations, the book features an engaging, informal tone. It abounds with lively anecdotes. A sustained focus on how public relations activities reflect and affect an organization's core values is a thread that runs through every chapter.
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Book details

List price: $67.20
Edition: 2nd
Copyright year: 2003
Publisher: Allyn & Bacon, Incorporated
Publication date: 6/26/2002
Binding: Paperback
Pages: 608
Size: 7.25" wide x 9.00" long x 1.00" tall
Weight: 2.046
Language: English

Preface
About the Authors
Foundations of Public Relations
What Is Public Relations?
Public Relations: Everywhere You Look
A Profession Gaining in Respect
Why a Public Relations Career?
The Public Relations Process
The Role of Values in Public Relations
Values-Driven Public Relations
Summary
Discussion Questions
Key Terms
Notes
Jobs in Public Relations
Where the Jobs Are
Public Relations Activities and Duties
Working Conditions and Salaries
What's Important in a Job?
Summary
Discussion Questions
Key Terms
Notes
A Brief History of Public Relations
Why History Is Important to You
Premodern Public Relations
The Seedbed Years
War and Propaganda
The Postwar Boom
The Downsizing of the United States
The New Millennium
Summary
Discussion Questions
Key Terms
Notes
The Publics in Public Relations
What Is Public?
The Publics in Public Relations
What Do We Need to Know about Each Public?
The Traditional Publics in Public Relations
Summary
Discussion Questions
Key Terms
Notes
Communication Theory and Public Opinion
The Power of Public Opinion
A Communication Model
Mass Communication Theories
Motivation
Persuasion and Public Opinion
Summary
Discussion Questions
Key Terms
Notes
Ethics and Social Responsibility in Public Relations
What Are Ethics?
Objectivity versus Advocacy: A Misleading Ethics Debate
Challenges to Ethical Behavior
The Rewards of Ethical Behavior
Trust and Corporate
Beyond CSR: Strengthening Ethical Behavior
Summary
Discussion Questions
Key Terms
Notes
The Public Relations Process
Research and Evaluation
Did the Needle Move?
The Value of Research and Evaluation
Developing a Research Strategy: What Do I Want to Know?
Developing a Research Strategy: How Will I Gather Information?
Survey Research
Analyzing Survey Results
Summary
Discussion Questions
Key Terms
Notes
Planning: The Strategies of Public Relations
The Basics of Values-Driven Planning
Different Kinds of Public Relations Plans
Why Do We Plan?
How Do We Plan?
Expanding a Plan into a Proposal
Qualities of a Good Plan
Summary
Discussion Questions
Key Terms
Notes
Communication: The Tactics of Public Relations
Communicating with Specific Publics
Tactics as Messages and Channels
Tactics and Traditional Publics
Summary
Discussion Questions
Key Terms
Notes
Writing and Presentation Skills
The Importance of Writing and Presentation Skills
A Context for Public Relations Writing
The Writing Process
Writing for the Ear
The Process of Successful Presentations
Summary
Discussion Questions
Key Terms
Notes
Public Relations in the Digital Age
Welcome to the Revolution
The Digital Revolution
Computers and the Internet
Wireless Communications Technology
Why New Isn't Always Better
Summary
Discussion Questions
Key Terms
Notes
Public Relations Today and Tomorrow
Crisis Communications
A New "Day of Infamy"
The Anatomy of a Crisis
Crisis Communications Planning
Crisis Planning Ethics
Summary
Discussion Questions
Key Terms
Notes
Public Relations and Marketing
Public Relations and Marketing
The Impact of Consumer-Focused Marketing on Public Relations
A Closer Look at Marketing
A Closer Look at IMC
How IMC Works
Problems with 21st-Century Marketing
Summary
Discussion Questions
Key Terms
Notes
Cross-Cultural Communication
Cultures: Realities and Definitions
Cultural Attributes
Cross-Cultural Communication: Definitions and Dangers
Achieving Successful Cross-Cultural Public Relations: A Process
Summary
Discussion Questions
Key Terms
Notes
Public Relations and the Law
A Parade of Corporate Horrors
Public Relations and the First Amendment
Federal Agencies That Regulate Speech
Libel
Privacy
Copyright
Litigation Public Relations
Summary
Discussion Questions
Key Terms
Notes
Your Future in Public Relations
What's Next?
Social Forces and Public Relations
Where Public Relations Is Headed
Your Future in Public Relations
Summary
Discussion Questions
Key Terms
Notes
Public Relations Society of America Member Code of Ethics 2000
Glossary