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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 | |