Public Relations
A Values-Driven Approach
2nd Edition
Published on 21. August 2002
Book
Paperback/Softback
608 pages
978-0-205-35969-1 (ISBN)
Description
In a time when society is holding individuals and organizations to high standards of conduct, Public Relations: A Values-Driven Approach 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 an engaging, informal tone. 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 an engaging, informal tone. 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
Edition
2nd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 232 mm
Width: 190 mm
Thickness: 23 mm
Weight
950 gr
ISBN-13
978-0-205-35969-1 (9780205359691)
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
11/2006
3rd Edition
Pearson
€153.00
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Book
06/2005
3rd Edition
Pearson
€71.98
Article exhausted; check for reprint
Previous edition
Book
03/2000
Pearson
€60.84
Article exhausted; check for reprint
Content
Each chapter includes "Chapter Objectives," "QuickBreaks," "Case Studies," "Summary," "Discussion Questions," "Key Terms," and "Endnotes."I. WHAT IS PUBLIC RELATIONS?
Introduction.
1. What Is Public Relations?
Public Relations: Separating Fact from Fiction.
Theory versus Reality.
Why a Public Relations Career?
Values Statement 1.1: J.C. Penney Company.
The Public Relations Process.
The Role of Values in Public Relations.
Values-Driven Public Relations.
Memo From the Field: Joann E. Killeen, Killeen Communications.
It's Your Turn: The Question.
2. Jobs in Public Relations.
Where the Jobs Are.
Values Statement 2.1: Public Relations Society of America.
Public Relations Activities and Duties.
Salaries in Public Relations.
What's Important in a Job?
Memo from the Field: Mike Swenson, Barkley Evergreen & Partners.
It's Your Turn: Career Day at High School.
3. A Brief History of Public Relations.
Premodern Public Relations.
Values Statement 3.1: The United States Constitution.
The Seedbed Years.
War and Propaganda.
The Postwar Boom.
The Downsizing of the United States.
"Future History."
Memo from the Field: Michael Devlin, Rock and Roll Hall of Fame and Museum.
It's Your Turn: MegaShop Comes to Sunnyview.
4. The Publics in Public Relations.
What Is a Public?
The Publics in Public Relations.
What Do We Need to Know About Each Public?
The Traditional Publics in Public Relations.
Values Statement 4.1: Sacramento Police Department.
Memo from the Field: Gordon Lindsey, J.C. Penney Company.
It's Your Turn: The Tuition Increase.
5. Communication Theory and Public Opinion.
The Power of Public Opinion.
A Communication Model.
Theories of Persuasion.
Motivation.
Persuasion and Public Opinion.
Values Statement 5.1: Provincial Emergency Program.
Memo from the Field: Rene Pelletier, Barometre.
It's Your Turn: The Acme Widget Company.
6. Ethics in Public Relations.
What Are Ethics?
The Rewards of Ethical Behavior.
Objectivity versus Advocacy: A Misleading Ethics Debate.
Challenges to Ethical Behavior.
The Rewards of Ethical Behavior.
Achieving Ethical Behavior.
Values Statement 6.1: Goodwill Industries of Orange County.
Memo from the Field: Terrie Williams, The Terrie Williams Agency.
It's Your Turn: Trouble Brewing.
II. THE PUBLIC RELATIONS PROCESS.
7. Research and Evaluation.
The Value of Research and Evaluation.
Developing a Research Strategy: What Do I Want to Know?
Values Statement 7.1: U.S. Bureau of Labor Statistics.
Developing a Research Strategy: How Will I Gather Information?
Survey Research.
Analyzing Survey Results.
Memo from the Field: Walter Lindenmann, Independent Public Relations Consultant.
It's Your Turn: Tinker, Evers, & Chance.
8. Planning: The Strategies of Public Relations.
The Basics of Values-Driven Planning.
Different Kinds of Public Relations Plans.
Why Do We Plan?
Values Statement 8.1: Boeing Company.
How Do We Plan?
Expanding a Plan into a Proposal.
Qualities of a Good Plan.
Memo from the Field: Fred Repper, Retired Public Relations Consultant.
It's Your Turn: Planning a Blood Drive.
9. Communication: The Tactics of Public Relations.
Communicating with Specific Publics.
Tactics as Messages and Channels.
Values Statement 9.1: Johnson & Johnson.
Tactics and Traditional Publics.
Accomplishing the Tactics.
Memo from the Field: Shirley Barr, President, Shirleybarr Public Relations.
It's Your Turn: The Tuition Increase Revisited.
10. 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.
Values Statement 10.1: Kellogg Company.
Memo from the Field: Regina Lynch-Hudson, President, The Write Publicist.
It's Your Turn: Elayne Anderson's Speech.
11. New Communications Technology.
New Technology in the Net Generation.
The Digital Revolution.
Computer Technology.
The Internet.
Values Statement 11.1: Motorola Inc.
Wireless Communications Technology.
Why "New" Isn't Always "Better."
Memo from the Field: Craig Settles, Successful.com.
It's Your Turn: Hale & Hardy All-Natural Granola Bars.
III. PUBLIC RELATIONS TODAY AND TOMORROW.
12. Crisis Communications.
A New "Day of Infamy."
The Anatomy of a Crisis.
Crisis Communications Planning.
Crisis Planning Ethics.
Values Statement 12.1: PepsiCo.
Memo from the Field: Tom Ditt, N.C. Division of Emergency Management.
It's Your Turn: Death of a Salesman.
13. Public Relations and Marketing.
Public Relations and Marketing.
The Impact of Consumer-Focused Marketing on Public Relations.
Values Statement 13.1: J.M. Smucker Company.
A Closer Look at Marketing.
A Closer Look at IMC.
How IMC Works.
Problems with 21st Century Marketing.
Memo from the Field: Vin Cipolla, President, HNW, Inc.
It's Your Turn: Making the Pitch.
14. Cross-Cultural Communication.
Cultures: Realities and Definitions.
Cultural Attributes.
Values Statement 14.1: Pitney Bowes.
Cross-Cultural Communication: Definitions and Dangers.
Achieving Successful Cross-Cultural Public Relations: A Process.
Memo from the Field: Bill Imada, President, Imada Wong Communications Group.
It's Your Turn: Cultures Close to Home.
15. Public Relations and the Law.
Public Relations, the Law, and You.
Public Relations and the First Amendment.
Federal Agencies that Regulate Speech.
Values Statement 15.1: Agency for Toxic Substances and Disease.
Libel.
Privacy.
Copyright.
Litigation Public Relations.
Memo from the Field: Richard S. Levick, President, Levick Strategic Communications.
It's Your Turn: SuperGas.
16. Your Future in Public Relations.
A New Century with New Challenges.
Social Forces and Public Relations.
Values Statement 16.1: League of Women Voters of the United States.
Where Public Relations Is Headed.
Your Future in Public Relations.
Memo from the Field: Dirk Munson, 2001-2002 PRSSA National President.
Appendix A: Public Relations Society of America Member Code of Ethics 2000.
Glossary.
Introduction.
1. What Is Public Relations?
Public Relations: Separating Fact from Fiction.
Theory versus Reality.
Why a Public Relations Career?
Values Statement 1.1: J.C. Penney Company.
The Public Relations Process.
The Role of Values in Public Relations.
Values-Driven Public Relations.
Memo From the Field: Joann E. Killeen, Killeen Communications.
It's Your Turn: The Question.
2. Jobs in Public Relations.
Where the Jobs Are.
Values Statement 2.1: Public Relations Society of America.
Public Relations Activities and Duties.
Salaries in Public Relations.
What's Important in a Job?
Memo from the Field: Mike Swenson, Barkley Evergreen & Partners.
It's Your Turn: Career Day at High School.
3. A Brief History of Public Relations.
Premodern Public Relations.
Values Statement 3.1: The United States Constitution.
The Seedbed Years.
War and Propaganda.
The Postwar Boom.
The Downsizing of the United States.
"Future History."
Memo from the Field: Michael Devlin, Rock and Roll Hall of Fame and Museum.
It's Your Turn: MegaShop Comes to Sunnyview.
4. The Publics in Public Relations.
What Is a Public?
The Publics in Public Relations.
What Do We Need to Know About Each Public?
The Traditional Publics in Public Relations.
Values Statement 4.1: Sacramento Police Department.
Memo from the Field: Gordon Lindsey, J.C. Penney Company.
It's Your Turn: The Tuition Increase.
5. Communication Theory and Public Opinion.
The Power of Public Opinion.
A Communication Model.
Theories of Persuasion.
Motivation.
Persuasion and Public Opinion.
Values Statement 5.1: Provincial Emergency Program.
Memo from the Field: Rene Pelletier, Barometre.
It's Your Turn: The Acme Widget Company.
6. Ethics in Public Relations.
What Are Ethics?
The Rewards of Ethical Behavior.
Objectivity versus Advocacy: A Misleading Ethics Debate.
Challenges to Ethical Behavior.
The Rewards of Ethical Behavior.
Achieving Ethical Behavior.
Values Statement 6.1: Goodwill Industries of Orange County.
Memo from the Field: Terrie Williams, The Terrie Williams Agency.
It's Your Turn: Trouble Brewing.
II. THE PUBLIC RELATIONS PROCESS.
7. Research and Evaluation.
The Value of Research and Evaluation.
Developing a Research Strategy: What Do I Want to Know?
Values Statement 7.1: U.S. Bureau of Labor Statistics.
Developing a Research Strategy: How Will I Gather Information?
Survey Research.
Analyzing Survey Results.
Memo from the Field: Walter Lindenmann, Independent Public Relations Consultant.
It's Your Turn: Tinker, Evers, & Chance.
8. Planning: The Strategies of Public Relations.
The Basics of Values-Driven Planning.
Different Kinds of Public Relations Plans.
Why Do We Plan?
Values Statement 8.1: Boeing Company.
How Do We Plan?
Expanding a Plan into a Proposal.
Qualities of a Good Plan.
Memo from the Field: Fred Repper, Retired Public Relations Consultant.
It's Your Turn: Planning a Blood Drive.
9. Communication: The Tactics of Public Relations.
Communicating with Specific Publics.
Tactics as Messages and Channels.
Values Statement 9.1: Johnson & Johnson.
Tactics and Traditional Publics.
Accomplishing the Tactics.
Memo from the Field: Shirley Barr, President, Shirleybarr Public Relations.
It's Your Turn: The Tuition Increase Revisited.
10. 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.
Values Statement 10.1: Kellogg Company.
Memo from the Field: Regina Lynch-Hudson, President, The Write Publicist.
It's Your Turn: Elayne Anderson's Speech.
11. New Communications Technology.
New Technology in the Net Generation.
The Digital Revolution.
Computer Technology.
The Internet.
Values Statement 11.1: Motorola Inc.
Wireless Communications Technology.
Why "New" Isn't Always "Better."
Memo from the Field: Craig Settles, Successful.com.
It's Your Turn: Hale & Hardy All-Natural Granola Bars.
III. PUBLIC RELATIONS TODAY AND TOMORROW.
12. Crisis Communications.
A New "Day of Infamy."
The Anatomy of a Crisis.
Crisis Communications Planning.
Crisis Planning Ethics.
Values Statement 12.1: PepsiCo.
Memo from the Field: Tom Ditt, N.C. Division of Emergency Management.
It's Your Turn: Death of a Salesman.
13. Public Relations and Marketing.
Public Relations and Marketing.
The Impact of Consumer-Focused Marketing on Public Relations.
Values Statement 13.1: J.M. Smucker Company.
A Closer Look at Marketing.
A Closer Look at IMC.
How IMC Works.
Problems with 21st Century Marketing.
Memo from the Field: Vin Cipolla, President, HNW, Inc.
It's Your Turn: Making the Pitch.
14. Cross-Cultural Communication.
Cultures: Realities and Definitions.
Cultural Attributes.
Values Statement 14.1: Pitney Bowes.
Cross-Cultural Communication: Definitions and Dangers.
Achieving Successful Cross-Cultural Public Relations: A Process.
Memo from the Field: Bill Imada, President, Imada Wong Communications Group.
It's Your Turn: Cultures Close to Home.
15. Public Relations and the Law.
Public Relations, the Law, and You.
Public Relations and the First Amendment.
Federal Agencies that Regulate Speech.
Values Statement 15.1: Agency for Toxic Substances and Disease.
Libel.
Privacy.
Copyright.
Litigation Public Relations.
Memo from the Field: Richard S. Levick, President, Levick Strategic Communications.
It's Your Turn: SuperGas.
16. Your Future in Public Relations.
A New Century with New Challenges.
Social Forces and Public Relations.
Values Statement 16.1: League of Women Voters of the United States.
Where Public Relations Is Headed.
Your Future in Public Relations.
Memo from the Field: Dirk Munson, 2001-2002 PRSSA National President.
Appendix A: Public Relations Society of America Member Code of Ethics 2000.
Glossary.