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