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| Preface to the Second Edition | |
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| The Need for Strategic Public Relations Management | |
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| Surviving Amid Fierce Competition | |
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| Strategic Versus Tactical Decision Making | |
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| The Often Misunderstood Role of Public Relations | |
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| Using Research to Enhance the Credibility of Public Relations | |
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| Organization of the Book | |
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| Framework for Planning | |
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| Where the Strategic Manager Begins: Taking Stock | |
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| Management by Objectives | |
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| The Accountable Manager | |
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| The Mission Statement | |
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| Mission Versus Vision and Values | |
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| The Problem Statement | |
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| The Situation Analysis | |
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| Sources of Information | |
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| Final Thoughts | |
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| Elements of the Campaign Recipe | |
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| Goals | |
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| Objectives | |
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| Strategies | |
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| Tactics | |
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| The Strategic Planning Ladder | |
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| Initiating the Planning Process | |
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| Final Thoughts | |
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| Determining Research Needs: Developing the Research Plan | |
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| The Role of Research | |
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| The Benefits of Research | |
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| Specific Research Functions | |
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| Elements of a Research Plan | |
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| Determining Research Needs | |
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| Determining and Understanding Target Publics | |
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| Determining Program Outcomes | |
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| Testing Communication Channels | |
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| Testing the Message | |
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| Testing the Information Sources | |
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| Developing a Research Strategy | |
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| Developing a Realistic Research Proposal | |
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| Final Thoughts | |
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| Gathering Useful Data for Strategic Guidance | |
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| Research Decisions and Data Collection | |
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| Applications of Research | |
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| Before Starting the Research Process | |
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| Formal and Informal Approaches to Public Relations Research | |
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| Informal Research Concerns | |
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| Research Issues to Consider | |
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| Steps to Research Project Design | |
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| Final Thoughts | |
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| Making Research Decisions: Sampling | |
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| Sampling Basics | |
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| Generalizing From a Sample to a Population | |
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| Sampling Methods | |
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| Nonprobability Sampling Methods | |
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| Probability Sampling Methods | |
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| How Big Should a Sample Be? | |
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| Calculating the Appropriate Sample Size | |
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| Sample-Size Formula | |
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| Error Calculations | |
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| Issues and Assumptions | |
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| Final Thoughts | |
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| Making Research Decisions: Informal Research Methods | |
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| Personal Contacts | |
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| Professional Contacts, Experts, and Opinion Leaders | |
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| Advisory Committees or Boards | |
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| Field Reports | |
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| Community Forums/Group Meetings | |
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| Telephone Calls, Mail, and Electronic Mail | |
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| Library Research | |
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| Internet Research | |
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| Clip Files and Media Tracking | |
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| Real-Time Responses to Media Messages and Survey Questions | |
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| In-Depth Interviews | |
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| Panel Studies | |
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| Q Methodology | |
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| Final Thoughts | |
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| Making Research Decisions: The Focus Group | |
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| Characteristics of the Focus Group | |
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| Advantages and Disadvantages of Focus Groups | |
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| Selecting and Recruiting Participants | |
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| The Focus Group Setting | |
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| Staffing | |
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| Characteristics of the Moderator | |
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| Dealing With Difficult Group Members | |
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| Protocol Design | |
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| Message and Idea Testing | |
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| New Options Made Possible by Technology | |
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| Running the Group | |
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| Analyzing the Results | |
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| Final Thoughts | |
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| Making Research Decisions: Formal Research Methods | |
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| A Brief Review of the Characteristics of Formal, Scientific Research | |
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| Survey Research Overview | |
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| Experiments | |
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| Content Analysis | |
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| Final Thoughts | |
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| Making Research Decisions: Survey Research | |
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| Mail Surveys | |
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| Telephone Surveys | |
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| Online Electronic Surveys | |
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| Personal Interviews | |
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| Final Thoughts | |
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| Making Research Decisions: Questionnaire Design | |
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| Understanding Reliability and Validity | |
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| Levels of Measurement and Why They Matter | |
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| Types of Questions and the Information Each Type Provides | |
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| Ensuring Clarity and Avoiding Bias | |
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| Questionnaire Layout and Design | |
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| Handling "Don't Know" Responses | |
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| Design Features That Affect Response Rate | |
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| Final Thoughts | |
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| Collecting, Analyzing, and Reporting Quantitative Data | |
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| Designing Surveys for Easy Data Entry | |
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| Training Interviewers | |
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| Call Sheets | |
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| Timing of Telephone Surveys | |
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| Response Rates | |
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| Reporting Univariate Relationships | |
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| Reporting Relationships Among Variables | |
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| Final Thoughts | |
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| Using Theory for Practical Guidance | |
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| What Theory Is and Why It Is Useful | |
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| What Is a Theory? | |
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| Finding a Good Theory | |
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| A Theoretical Framework for "Symmetrical" Public Relations | |
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| A Theoretical Framework for "Asymmetrical" Campaigns | |
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| Final Thoughts | |
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| Theories for Creating Effective Message Strategies | |
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| Mendelsohn's Three Assumptions for Success | |
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| How People Respond to Messages (McGuire's Hierarchy of Effects or "Domino" Model of Persuasion) | |
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| Just How Difficult Is It? | |
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| Problems With a Source-Oriented Perspective | |
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| Limitations of the Domino Model-Acknowledging People Are Not Always Logical | |
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| Why People Respond to Messages-Finding the Right Motivating Strategy | |
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| Other Theories That Explain Special Situations | |
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| Final Thoughts | |
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| Practical Applications of Theory for Strategic Planning | |
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| About Sources | |
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| About Messages | |
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| About Channels | |
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| Which Channels Are Best? | |
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| Media Advocacy (Guerilla Media) | |
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| Making Media Advocacy Work | |
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| Making the Most of Unplanned Opportunities | |
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| Final Thoughts | |
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| The Successful Pitch and Follow-Through | |
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| Presenting Campaigns, Program Proposals, and Research Reports | |
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| Introductory Material | |
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| Executive Summary | |
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| Situation Analysis and Research Needs | |
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| Research Goals | |
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| Research Objectives | |
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| Research Hypotheses | |
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| Research Strategies | |
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| Results (With Minimal Interpretation) | |
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| Revised Situation Analysis | |
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| Proposed Communication Plan | |
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| Conclusion | |
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| References and Appendixes | |
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| The Successful Writer's Mind-Set | |
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| Oral Presentations | |
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| Final Thoughts | |
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| Code of Professional Standards for the Practice of Public Relations | |
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| Code of Professional Ethics and Practices | |
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| Guidelines and Standards for Measuring and Evaluating PR Effectiveness | |
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| References | |
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| Author Index | |
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| Subject Index | |