| |
| |
| 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 | |