Public Relations
A Values-Driven Approach
Published on 24. March 2000
Book
Paperback/Softback
588 pages
978-0-205-29574-6 (ISBN)
Description
In a time when society is holding individuals and organizations to high standards of conduct, Public Relations 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 a lively, informal tone designed to engage the audience. 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.
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 a lively, informal tone designed to engage the audience. 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.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 231 mm
Width: 190 mm
Thickness: 22 mm
Weight
899 gr
ISBN-13
978-0-205-29574-6 (9780205295746)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
08/2002
2nd Edition
Pearson
€63.32
Article exhausted; check for reprint
Content
Each chapter includes "Chapter Objectives," "Summary," "Discussion Questions," "Key Terms," and "Endnotes." I.FOUNDATIONS OF PUBLIC RELATIONS?
1.What Is Public Relations?
Scenario: The New Job.
Public Relations: Separating Fact from Fiction.
QuickBreak 1.1: PRSA's View of the Profession.
Theory versus Reality.
QuickBreak 1.2: A Profession or a Trade?
Why a Public Relations Career?
Values Statement 1.1: J.C. Penney.
The Public Relations Process.
The Role of Values in Public Relations.
Values-Driven Public Relations.
Values Statement 1.2: Johnson & Johnson.
QuickBreak 1.3: How Organizations Establish Their Values.
Memo from the Field : Samuel L. Waltz Jr., APR, Fellow PRSA, Waltz & Associates Business and Communications Counsel.
Case Study 1.1: Thumbs Up: Ashland Oil.
Case Study 1.2: Thumbs Down: Exxon: A Tale of Two Oil Spills.
It's Your Turn: The Question.
2.Jobs in Public Relations.
Scenario: The Commute from New York.
Where the Jobs Are.
Values Statement 2.1: Ben & Jerry's.
QuickBreak 2.1: The Values of Successful Employers.
QuickBreak 2.2: Getting That First Job or Internship.
Public Relations Activities and Duties.
QuickBreak 2.3: Action in Alabama.
Salaries in Public Relations.
QuickBreak 2.4: Standards of Professional Performance.
What's Important in a Job?
Memo from the Field: Mike Swenson, Barkley Evergreen & Partners.
Case Study 2.1: Thumbs Up: Silver Anvils and Gold Quills.
Case Study 2.2: Thumbs Down: A List to Avoid.
It's Your Turn: Career Day at High School.
3.A Brief History of Public Relations.
Scenario: Foreign Affairs.
Premodern Public Relations.
Values Statement 3.1: The United States Constitution.
QuickBreak 3.1: Thomas Paine: Revolutionary Practitioner?
The Seedbed Years.
War and Propaganda.
QuickBreak 3.2: The Strange Case of the Zimmerman Telegram.
QuickBreak 3.3: The Mother of Public Relations.
Values Statement 3.2: The American Red Cross.
The Postwar Boom.
QuickBreak 3.4: Other Notables from Public Relations' Past.
The Downsizing of the United States.
"Future History."
Memo from the Field: Tim Moore, Rock and Roll Hall of Fame and Museum.
Case Study 3.1: Thumbs Down: Torches of Freedom.
Case Study 3.2: Thumbs Up: Corporate Giving.
It's Your Turn: MegaShop Comes to Sunnyview.
4.The Publics in Public Relations.
Scenario: Pop Goes Your Wednesday.
Two Words: Public and Relations.
The Publics in Public Relations.
QuickBreak 4.1: Your Tax Dollars at Work.
What Do We Need to Know about Each Public?
The Traditional Publics in Public Relations.
QuickBreak 4.2: Sabotage in the Workplace.
Values Statement 4.1: American Society of Newspaper Editors.
QuickBreak 4.3: Microsoft Learns the Hard Way.
QuickBreak 4.4: The Customer Is Always Right?
Memo from the Field: Gordon Lindsey, J.C. Penney.
Case Study 4.1: Thumbs Down: Cloudy Days for Sunbeam.
Case Study 4.2: Thumbs Up: Parrott Talks; Rand McNally Listens.
It's Your Turn: The Tuition Increase.
5.Communication Theory and Public Opinion.
Scenario: The Village Historical Association.
The Power of Public Opinion.
A Communication Model.
QuickBreak 5.1: Mokusatsu.
Theories of Persuasion.
QuickBreak 5.2: A Royal Mess.
Quickbreak 5.3: The Third Battle of Bull Run.
Motivation.
QuickBreak 5.4: Flashes in the Pan.
Persuasion and Public Opinion.
Values Statement 5.1: Provincial Emergency Program.
QuickBreak 5.5: A Public Opinion Checklist.
Memo from the Field: Tresa Coe, Mothers against Drunk Driving.
Case Study 5.1: Thumbs Up: Using Public Relations to Ban Landmines.
Case Study 5.2: Thumbs Down: Citizens for a Free Kuwait.
It's Your Turn: The Acme Widget Company.
6.Ethics in Public Relations.
Scenario: Choose and Lose.
What Are Ethics?
The Rewards of Ethical Behavior.
QuickBreak 6.1: The Ethics Codes of PRSA and IABC.
Objectivity versus Advocacy: A Misleading Ethics Debate.
QuickBreak 6.2: Aristotle and the Golden Mean.
QuickBreak 6.3: Aristotle and the Power of Character.
Challenges to Ethical Behavior.
QuickBreak 6.4: Immanuel Kant and the Categorical Imperative.
Achieving Ethical Behavior.
QuickBreak 6.5: Jeremy Bentham, John Stuart Mill, and Utilitarianism.
QuickBreak 6.6: John Rawls and Social Justice.
Values Statement 6.1: Goodwill Industries of Orange County.
Memo from the Field: Terrie Williams, The Terrie Williams Agency.
Case Study 6.1: Thumbs Up: Inside the Body Shop.
Case Study 6.2: Thumbs Down: Undisclosed Interest: Glaxo Wellcome and the Committee to Protect MDIs.
It's Your Turn: Trouble Brewing.
II.THE PUBLIC RELATIONS PROCESS.
7.Research and Evaluation.
Scenario: City Hospital Faces Competition.
The Value of Research and Evaluation.
QuickBreak 7.1: Research, Evaluation, and Tobacco.
The Many Uses of Research and Evaluation.
Developing a Research Strategy: What Do I Want to Know?
QuickBreak 7.2: Issues Management and the AIDS Epidemic.
Values Statement 7.1: U.S. Bureau of Labor Statistics.
Developing a Research Strategy: How Will I Gather Information?
Survey Research.
QuickBreak 7.3: What Do Survey Results Really Mean?
QuickBreak 7.4: Five Ways to Ask Questions.
Analyzing Survey Results.
Memo from the Field: Walter K. Lindenmann, Ketchum Public Relations Worldwide.
Case Study 7.1: Thumbs Up: The Battle over Clean Air Regulations.
Case Study 7.2: Thumbs Down: President Landon and President Dewey?
It's Your Turn: Tinker, Evers, & Chance.
8.Planning: The Strategies of Public Relations.
Scenario: The Art of Planning.
The Basics of Values-Driven Planning.
Different Kinds of Public Relations Plans.
QuickBreak 8.1: Planning for the Entire Organization.
Why Do We Plan?
Values Statement 8.1: Boeing Company.
How Do We Plan?
QuickBreak 8.2: The PRSA Planning Grid.
Values Statement 8.2: Sacramento Police Department.
QuickBreak 8.3: The Challenge of Measurability.
Expanding a Plan into a Proposal.
Qualities of a Good Plan.
Memo from the Field: Fred Repper, Retired Public Relations Consultant.
Case Study 8.1: Thumbs Up: MCI Changes the Message.
Case Study 8.2: Thumbs Down: No News Is Bad News: Media Relations at the Atlanta Olympics.
It's Your Turn: Planning a Blood Drive.
9.Communication: The Tactics of Public Relations.
Scenario: Canada to Costa Rica.
Communicating with Specific Publics.
Tactics as Messages and Channels.
QuickBreak 9.1: Don't Forget the Net.
Values Statement 9.1: Procter & Gamble.
Tactics and Traditional Publics.
QuickBreak 9.2: Extranets: Vendor Relations Goes High-Tech.
QuickBreak 9.3: Beating the Odds: Successful News Releases.
QuickBreak 9.4: The Viagra VNR.
QuickBreak 9.5: Lobbies in the U.S.A.: Who Has the Clout?
Accomplishing the Tactics.
Memo from the Field: Evie Lazzarino, The Richard Nixon Library & Birthplace.
Case Study 9.1: Thumbs Up: Comic Relief in Texas.
Case Study 9.2: Thumbs Down: The Dog That Didn't Bark: Abercrombie & Fitch and MADD.
It's Your Turn: The Tuition Increase Revisited.
10.Writing and Presentation Skills.
Scenario: Publicizing Volunteer Clearinghouse.
The Importance of Writing and Presentation Skills.
A Context for Public Relations Writing.
The Writing Process.
QuickBreak 10.1: Writing for Diverse Publics: Tips for Inclusive Language.
QuickBreak 10.2: Ten Tips for Writing Better Sentences.
Writing for the Ear.
QuickBreak 10.3: Grammar on the Web.
The Process of Successful Presentations.
Values Statement 10.1: Kellogg Company.
QuickBreak 10.4: Conquering the Presentation Jitters.
Memo from the Field: Kerry Tucker and Adam Behar, Nuffer, Smith, Tucker.
Case Study 10.1: Thumbs Up: Letter from Birmingham Jail.
Case Study 10.2: Thumbs Down: Poison Postcards in Kansas.
It's Your Turn: Elayne Anderson's Speech.
11.New Communications Technology.
Scenario: Differing Designs for the Future.
The Growth of New Technology.
The Digital Revolution.
QuickBreak 11.1: PR and the Evolution of TV.
Computer Technology.
Values Statement 11.1: Motorola Inc.
The Internet.
QuickBreak 11.2: Spinning "The Web."
QuickBreak 11.3: The Dark Side of the Web.
Wireless Communications Technology.
QuickBreak 11.4: Satellite Media Tours.
Why "New" Isn't Always "Better."
QuickBreak 11.5: New Tools for an Old Profession.
Memo from the Field: Craig Settles, Successful.com.
Case Study 11.1: Thumbs Down: The Mount Everest Tragedy.
Case Study 11.2: Thumbs Up: Freedom of Expression in the Digital Age.
It's Your Turn: Hale & Hardy All-Natural Granola Bars.
III.PUBLIC RELATIONS TODAY AND TOMORROW.
12.Crisis Communications.
Scenario: The Rumor.
Learning Hard Lessons from Others.
Values Statement 12.1: NASA.
QuickBreak 12.1: The Lessons of Dallas.
The Anatomy of a Crisis.
QuickBreak 12.2: Twenty-First Century Crises.
Crisis Communications Planning.
QuickBreak 12.3: The Crisis Plotting Grid.
QuickBreak 12.4: Things to Do before a Crisis Breaks.
Crisis Planning Ethics.
Values Statement 12.2: PepsiCo.
Memo from the Field: Tom Ditt, N.C. Division of Emergency Management.
Case Study 12.1: Thumbs Down: Mitsubishi's Lemon.
Case Study 12.2: Thumbs Up: Classic Crises - Tylenol and Pepsi.
It's Your Turn: Death of a Salesman.
13.Integrated Marketing Communications.
Scenario: Face the Music.
The Decline of Mass Marketing.
QuickBreak 13.1: Direct Mail: Also Known as Junk Mail.
The Impact of IMC on Public Relations.
Values Statement 13.1: J.M. Smucker Company.
A Closer Look at Marketing.
A Closer Look at IMC.
QuickBreak 13.2: IMC on the World Wide Web.
How IMC Works.
QuickBreak 13.3: The VIPs of IMC.
Problems with IMC.
Memo from the Field: Vin Cipolla, Pamet River Inc.
Case Study 13.1: Thumbs Up: Hal Riney Launches Saturn into Orbit.
Case Study 13.2: Thumbs Down: Reebok and the Incubus.
It's Your Turn: Making the Pitch.
14.Cross-Cultural Communication.
Scenario: East Meets West.
Cultures: Definitions and Characteristics.
Values Statement 14.1: Special Olympics.
QuickBreak 14.1: The Melting-Pot Myth.
Cross-Cultural Communication: Definitions and Dangers.
QuickBreak 14.2: Lost in Translation, Part One.
Achieving Successful Cross-Cultural Communication: A Process.
QuickBreak 14.3: Lost in Translation, Part Two.
QuickBreak 14.4: Corporate Culture Clash.
Memo from the Field: Renu Aldrich, PR Newswire.
Case Study 14.1: Thumbs Up: A Toast to Coors.
Case Study 14.2: Thumbs Down: Border Wars for Wal-Mart.
It's Your Turn: Cultures Close to Home.
15.Public Relations and the Law.
Scenario: The Annual Report.
Public Relations, the Law, and You.
Public Relations and the First Amendment.
Federal Agencies that Regulate Speech.
QuickBreak 15.1: The Freedom of Information Act.
QuickBreak 15.2: SEC Rule 10B-5.
Values Statement 15.1: Agency for Toxic Substances and Disease Registry.
Libel.
QuickBreak 15.3: "Free Speech Rocks!"
Privacy.
Copyright.
QuickBreak 15.4: R.I.P. Larry Bud Melman?
Litigation Public Relations.
Memo from the Field: Richard S. Levick, Esq., Levick Strategic Communications.
Case Study 15.1: Thumbs Down: The Court of Public Opinion.
Case Study 15.2: Thumbs Up: The Lion Roars.
It's Your Turn: SuperGas.
16.Your Future in Public Relations.
Scenario: The Government Contract.
A New Century with New Challenges.
Social Forces and Public Relations.
QuickBreak 16.1: Public Relations in the New Russia.
QuickBreak 16.2: The Growing Hispanic Market.
QuickBreak 16.3: The Greening of Public Relations.
Values Statement 16.1: League of Women Voters.
QuickBreak 16.4: Sexual Harassment.
Where Public Relations Is Headed.
QuickBreak 16.5: Virtual Public Relations.
Your Future in Public Relations.
Memo from the Field: Kent Landers, 1998-1999 National PRSSA President.
Case Study 16.1: Thumbs Up: Abbott Laboratories, Thumbs Down: Nestle.
It's Your Turn: Battling Bambi.
Appendix A: Code of Professional Standards for the Practice of Public Relations , Public Relations Society of America.
Appendix B: Code of Ethics for Professional Communicators , International Association of Business Communicators.
Glossary.
1.What Is Public Relations?
Scenario: The New Job.
Public Relations: Separating Fact from Fiction.
QuickBreak 1.1: PRSA's View of the Profession.
Theory versus Reality.
QuickBreak 1.2: A Profession or a Trade?
Why a Public Relations Career?
Values Statement 1.1: J.C. Penney.
The Public Relations Process.
The Role of Values in Public Relations.
Values-Driven Public Relations.
Values Statement 1.2: Johnson & Johnson.
QuickBreak 1.3: How Organizations Establish Their Values.
Memo from the Field : Samuel L. Waltz Jr., APR, Fellow PRSA, Waltz & Associates Business and Communications Counsel.
Case Study 1.1: Thumbs Up: Ashland Oil.
Case Study 1.2: Thumbs Down: Exxon: A Tale of Two Oil Spills.
It's Your Turn: The Question.
2.Jobs in Public Relations.
Scenario: The Commute from New York.
Where the Jobs Are.
Values Statement 2.1: Ben & Jerry's.
QuickBreak 2.1: The Values of Successful Employers.
QuickBreak 2.2: Getting That First Job or Internship.
Public Relations Activities and Duties.
QuickBreak 2.3: Action in Alabama.
Salaries in Public Relations.
QuickBreak 2.4: Standards of Professional Performance.
What's Important in a Job?
Memo from the Field: Mike Swenson, Barkley Evergreen & Partners.
Case Study 2.1: Thumbs Up: Silver Anvils and Gold Quills.
Case Study 2.2: Thumbs Down: A List to Avoid.
It's Your Turn: Career Day at High School.
3.A Brief History of Public Relations.
Scenario: Foreign Affairs.
Premodern Public Relations.
Values Statement 3.1: The United States Constitution.
QuickBreak 3.1: Thomas Paine: Revolutionary Practitioner?
The Seedbed Years.
War and Propaganda.
QuickBreak 3.2: The Strange Case of the Zimmerman Telegram.
QuickBreak 3.3: The Mother of Public Relations.
Values Statement 3.2: The American Red Cross.
The Postwar Boom.
QuickBreak 3.4: Other Notables from Public Relations' Past.
The Downsizing of the United States.
"Future History."
Memo from the Field: Tim Moore, Rock and Roll Hall of Fame and Museum.
Case Study 3.1: Thumbs Down: Torches of Freedom.
Case Study 3.2: Thumbs Up: Corporate Giving.
It's Your Turn: MegaShop Comes to Sunnyview.
4.The Publics in Public Relations.
Scenario: Pop Goes Your Wednesday.
Two Words: Public and Relations.
The Publics in Public Relations.
QuickBreak 4.1: Your Tax Dollars at Work.
What Do We Need to Know about Each Public?
The Traditional Publics in Public Relations.
QuickBreak 4.2: Sabotage in the Workplace.
Values Statement 4.1: American Society of Newspaper Editors.
QuickBreak 4.3: Microsoft Learns the Hard Way.
QuickBreak 4.4: The Customer Is Always Right?
Memo from the Field: Gordon Lindsey, J.C. Penney.
Case Study 4.1: Thumbs Down: Cloudy Days for Sunbeam.
Case Study 4.2: Thumbs Up: Parrott Talks; Rand McNally Listens.
It's Your Turn: The Tuition Increase.
5.Communication Theory and Public Opinion.
Scenario: The Village Historical Association.
The Power of Public Opinion.
A Communication Model.
QuickBreak 5.1: Mokusatsu.
Theories of Persuasion.
QuickBreak 5.2: A Royal Mess.
Quickbreak 5.3: The Third Battle of Bull Run.
Motivation.
QuickBreak 5.4: Flashes in the Pan.
Persuasion and Public Opinion.
Values Statement 5.1: Provincial Emergency Program.
QuickBreak 5.5: A Public Opinion Checklist.
Memo from the Field: Tresa Coe, Mothers against Drunk Driving.
Case Study 5.1: Thumbs Up: Using Public Relations to Ban Landmines.
Case Study 5.2: Thumbs Down: Citizens for a Free Kuwait.
It's Your Turn: The Acme Widget Company.
6.Ethics in Public Relations.
Scenario: Choose and Lose.
What Are Ethics?
The Rewards of Ethical Behavior.
QuickBreak 6.1: The Ethics Codes of PRSA and IABC.
Objectivity versus Advocacy: A Misleading Ethics Debate.
QuickBreak 6.2: Aristotle and the Golden Mean.
QuickBreak 6.3: Aristotle and the Power of Character.
Challenges to Ethical Behavior.
QuickBreak 6.4: Immanuel Kant and the Categorical Imperative.
Achieving Ethical Behavior.
QuickBreak 6.5: Jeremy Bentham, John Stuart Mill, and Utilitarianism.
QuickBreak 6.6: John Rawls and Social Justice.
Values Statement 6.1: Goodwill Industries of Orange County.
Memo from the Field: Terrie Williams, The Terrie Williams Agency.
Case Study 6.1: Thumbs Up: Inside the Body Shop.
Case Study 6.2: Thumbs Down: Undisclosed Interest: Glaxo Wellcome and the Committee to Protect MDIs.
It's Your Turn: Trouble Brewing.
II.THE PUBLIC RELATIONS PROCESS.
7.Research and Evaluation.
Scenario: City Hospital Faces Competition.
The Value of Research and Evaluation.
QuickBreak 7.1: Research, Evaluation, and Tobacco.
The Many Uses of Research and Evaluation.
Developing a Research Strategy: What Do I Want to Know?
QuickBreak 7.2: Issues Management and the AIDS Epidemic.
Values Statement 7.1: U.S. Bureau of Labor Statistics.
Developing a Research Strategy: How Will I Gather Information?
Survey Research.
QuickBreak 7.3: What Do Survey Results Really Mean?
QuickBreak 7.4: Five Ways to Ask Questions.
Analyzing Survey Results.
Memo from the Field: Walter K. Lindenmann, Ketchum Public Relations Worldwide.
Case Study 7.1: Thumbs Up: The Battle over Clean Air Regulations.
Case Study 7.2: Thumbs Down: President Landon and President Dewey?
It's Your Turn: Tinker, Evers, & Chance.
8.Planning: The Strategies of Public Relations.
Scenario: The Art of Planning.
The Basics of Values-Driven Planning.
Different Kinds of Public Relations Plans.
QuickBreak 8.1: Planning for the Entire Organization.
Why Do We Plan?
Values Statement 8.1: Boeing Company.
How Do We Plan?
QuickBreak 8.2: The PRSA Planning Grid.
Values Statement 8.2: Sacramento Police Department.
QuickBreak 8.3: The Challenge of Measurability.
Expanding a Plan into a Proposal.
Qualities of a Good Plan.
Memo from the Field: Fred Repper, Retired Public Relations Consultant.
Case Study 8.1: Thumbs Up: MCI Changes the Message.
Case Study 8.2: Thumbs Down: No News Is Bad News: Media Relations at the Atlanta Olympics.
It's Your Turn: Planning a Blood Drive.
9.Communication: The Tactics of Public Relations.
Scenario: Canada to Costa Rica.
Communicating with Specific Publics.
Tactics as Messages and Channels.
QuickBreak 9.1: Don't Forget the Net.
Values Statement 9.1: Procter & Gamble.
Tactics and Traditional Publics.
QuickBreak 9.2: Extranets: Vendor Relations Goes High-Tech.
QuickBreak 9.3: Beating the Odds: Successful News Releases.
QuickBreak 9.4: The Viagra VNR.
QuickBreak 9.5: Lobbies in the U.S.A.: Who Has the Clout?
Accomplishing the Tactics.
Memo from the Field: Evie Lazzarino, The Richard Nixon Library & Birthplace.
Case Study 9.1: Thumbs Up: Comic Relief in Texas.
Case Study 9.2: Thumbs Down: The Dog That Didn't Bark: Abercrombie & Fitch and MADD.
It's Your Turn: The Tuition Increase Revisited.
10.Writing and Presentation Skills.
Scenario: Publicizing Volunteer Clearinghouse.
The Importance of Writing and Presentation Skills.
A Context for Public Relations Writing.
The Writing Process.
QuickBreak 10.1: Writing for Diverse Publics: Tips for Inclusive Language.
QuickBreak 10.2: Ten Tips for Writing Better Sentences.
Writing for the Ear.
QuickBreak 10.3: Grammar on the Web.
The Process of Successful Presentations.
Values Statement 10.1: Kellogg Company.
QuickBreak 10.4: Conquering the Presentation Jitters.
Memo from the Field: Kerry Tucker and Adam Behar, Nuffer, Smith, Tucker.
Case Study 10.1: Thumbs Up: Letter from Birmingham Jail.
Case Study 10.2: Thumbs Down: Poison Postcards in Kansas.
It's Your Turn: Elayne Anderson's Speech.
11.New Communications Technology.
Scenario: Differing Designs for the Future.
The Growth of New Technology.
The Digital Revolution.
QuickBreak 11.1: PR and the Evolution of TV.
Computer Technology.
Values Statement 11.1: Motorola Inc.
The Internet.
QuickBreak 11.2: Spinning "The Web."
QuickBreak 11.3: The Dark Side of the Web.
Wireless Communications Technology.
QuickBreak 11.4: Satellite Media Tours.
Why "New" Isn't Always "Better."
QuickBreak 11.5: New Tools for an Old Profession.
Memo from the Field: Craig Settles, Successful.com.
Case Study 11.1: Thumbs Down: The Mount Everest Tragedy.
Case Study 11.2: Thumbs Up: Freedom of Expression in the Digital Age.
It's Your Turn: Hale & Hardy All-Natural Granola Bars.
III.PUBLIC RELATIONS TODAY AND TOMORROW.
12.Crisis Communications.
Scenario: The Rumor.
Learning Hard Lessons from Others.
Values Statement 12.1: NASA.
QuickBreak 12.1: The Lessons of Dallas.
The Anatomy of a Crisis.
QuickBreak 12.2: Twenty-First Century Crises.
Crisis Communications Planning.
QuickBreak 12.3: The Crisis Plotting Grid.
QuickBreak 12.4: Things to Do before a Crisis Breaks.
Crisis Planning Ethics.
Values Statement 12.2: PepsiCo.
Memo from the Field: Tom Ditt, N.C. Division of Emergency Management.
Case Study 12.1: Thumbs Down: Mitsubishi's Lemon.
Case Study 12.2: Thumbs Up: Classic Crises - Tylenol and Pepsi.
It's Your Turn: Death of a Salesman.
13.Integrated Marketing Communications.
Scenario: Face the Music.
The Decline of Mass Marketing.
QuickBreak 13.1: Direct Mail: Also Known as Junk Mail.
The Impact of IMC on Public Relations.
Values Statement 13.1: J.M. Smucker Company.
A Closer Look at Marketing.
A Closer Look at IMC.
QuickBreak 13.2: IMC on the World Wide Web.
How IMC Works.
QuickBreak 13.3: The VIPs of IMC.
Problems with IMC.
Memo from the Field: Vin Cipolla, Pamet River Inc.
Case Study 13.1: Thumbs Up: Hal Riney Launches Saturn into Orbit.
Case Study 13.2: Thumbs Down: Reebok and the Incubus.
It's Your Turn: Making the Pitch.
14.Cross-Cultural Communication.
Scenario: East Meets West.
Cultures: Definitions and Characteristics.
Values Statement 14.1: Special Olympics.
QuickBreak 14.1: The Melting-Pot Myth.
Cross-Cultural Communication: Definitions and Dangers.
QuickBreak 14.2: Lost in Translation, Part One.
Achieving Successful Cross-Cultural Communication: A Process.
QuickBreak 14.3: Lost in Translation, Part Two.
QuickBreak 14.4: Corporate Culture Clash.
Memo from the Field: Renu Aldrich, PR Newswire.
Case Study 14.1: Thumbs Up: A Toast to Coors.
Case Study 14.2: Thumbs Down: Border Wars for Wal-Mart.
It's Your Turn: Cultures Close to Home.
15.Public Relations and the Law.
Scenario: The Annual Report.
Public Relations, the Law, and You.
Public Relations and the First Amendment.
Federal Agencies that Regulate Speech.
QuickBreak 15.1: The Freedom of Information Act.
QuickBreak 15.2: SEC Rule 10B-5.
Values Statement 15.1: Agency for Toxic Substances and Disease Registry.
Libel.
QuickBreak 15.3: "Free Speech Rocks!"
Privacy.
Copyright.
QuickBreak 15.4: R.I.P. Larry Bud Melman?
Litigation Public Relations.
Memo from the Field: Richard S. Levick, Esq., Levick Strategic Communications.
Case Study 15.1: Thumbs Down: The Court of Public Opinion.
Case Study 15.2: Thumbs Up: The Lion Roars.
It's Your Turn: SuperGas.
16.Your Future in Public Relations.
Scenario: The Government Contract.
A New Century with New Challenges.
Social Forces and Public Relations.
QuickBreak 16.1: Public Relations in the New Russia.
QuickBreak 16.2: The Growing Hispanic Market.
QuickBreak 16.3: The Greening of Public Relations.
Values Statement 16.1: League of Women Voters.
QuickBreak 16.4: Sexual Harassment.
Where Public Relations Is Headed.
QuickBreak 16.5: Virtual Public Relations.
Your Future in Public Relations.
Memo from the Field: Kent Landers, 1998-1999 National PRSSA President.
Case Study 16.1: Thumbs Up: Abbott Laboratories, Thumbs Down: Nestle.
It's Your Turn: Battling Bambi.
Appendix A: Code of Professional Standards for the Practice of Public Relations , Public Relations Society of America.
Appendix B: Code of Ethics for Professional Communicators , International Association of Business Communicators.
Glossary.