Public Relations
A Values-Driven Approach
3rd Edition
Published on 23. June 2005
Book
Paperback/Softback
624 pages
978-0-205-45953-7 (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 and comes in at a reasonable price for students. 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 and comes in at a reasonable price for students. 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
3rd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 228 mm
Width: 190 mm
Thickness: 24 mm
Weight
912 gr
ISBN-13
978-0-205-45953-7 (9780205459537)
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
02/2008
4th Edition
Pearson
€64.56
Article exhausted; check for reprint
Previous edition
Book
08/2002
2nd Edition
Pearson
€63.32
Article exhausted; check for reprint
Content
I. FOUNDATIONS OF PUBLIC RELATIONS.
1. What Is Public Relations?
Public Relations: Everywhere you look
A Profession Gaining In Respect
Why a Public Relations Career?
The Public Relations Process
The Role of Values in Public Relations
Values-Driven Public Relations
Discussion Questions
Memo from the Field: Judith T. Phair, PhairAdvantage Communication
It's Your Turn: The Question
Key Terms
Notes
2. Jobs in Public Relations.
Where the Jobs Are
Governments
Public Relations Agencies
Independent Public Relations Consultants
Public Relations Activities and Duties
Working Conditions and Salaries
What's Important in a Job?
Discussion Questions
Memo from the Field: John Echeveste, Valencia, Perez & Echeveste Public Relations
It's Your Turn: Career Day at High School
3. A Brief History of Public Relations.
Why History is Important to You
Premodern Public Relations
War and Propaganda
The Downsizing of the United States
The New Millennium
Discussion Questions
Memo from the Field: Edward M. Block, retired
It's Your Turn: MegaShop Comes to Sunnyview
Key Terms
Notes
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
Discussion Questions
Memo from the Field: David Narsavage, The Aker Partners, Inc.
It's Your Turn: The Tuition Increase
Key Terms
Notes
5. Communication Theory and Public Opinion.
The Power of Public Opinion
A Communication Model
Mass Communication Theories
Motivation
Persuasion and Public Opinion
Discussion Questions
Memo from the Field: Rene Pelletier, Barometre
It's Your Turn: The Acme Widget Company
Key Terms
Notes
6. Ethics and Social Responsibility in Public Relations.
What Are Ethics?
Objectivity versus Advocacy: A Misleading Ethics Debate
Challenges to Ethical Behavior
The Rewards of Ethical Behavior
Trust and Social Corporate Responsibility
Beyond CSR: Strengthening Ethical Behavior
Discussion Questions
Memo from the Field: Carol Cone, Cone, Inc.
It's Your Turn: Trouble Brewing
Key Terms
Notes
II. THE PUBLIC RELATIONS PROCESS.
7. Research and Evaluation.
"Did the Needle Move?"
The Value of Research and Evaluation
Developing A Research Strategy: What Do I Want to Know?
Developing a Research Strategy: How Will I Gather Information?
Survey Research
Analyzing Survey Results
Discussion Questions
Memo from the Field: Leslie Gaines-Ross, Burson-Marsteller
It's Your Turn: Tinker, Evers & Chance
Key Terms
Notes
8. Planning: The Strategies of Public Relations.
The Basics of Values-Driven Planning
Different Kinds of Public Relations Plans
Why Do We Plan?
How Do We Plan?
Expanding a Plan into a Proposal
Qualities of a Good Plan
Discussion Questions
Memo from the Field: Timothy S. Brown, Conectiv
It's Your Turn: Planning a Blood Drive
Key Terms
Notes
9. Communication: The Tactics of Public Relations.
Communicating with Specific Publics
Tactics as Messages and Channels
Tactics and Traditional Publics
Accomplishing the Tactics
Discussion Questions
Memo from the Field: Shirley Barr, President, Shirleybarr Public Relations
It's Your Turn: The Tuition Increase Revisited
Key Terms
Notes
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
Discussion Questions
Memo from the Field: Regina Lynch-Hudson, The Write Publicist
It's Your Turn: Elayne Anderson's Speech
Key Terms
Notes
11. Public Relations in the Digital Age.
Welcome to the Revolution
The Digital Revolution
Computers and the Internet
The Birth of Cyber-Relations
Wireless Communications Technology
Why "New" Isn't Always "Better"
Discussion Questions
Memo from the Field: Craig Settles, Successful.com
It's Your Turn: Hale & Hardy All-Natural Granola Bars
Key Terms
Notes
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
Discussion Questions
Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department
It's Your Turn: Death of a Salesman
Key Terms
Notes
13. Public Relations and Marketing.
Public Relations and Marketing
The Impact of Consumer-Focused Marketing on Public Relations
A Closer Look at Marketing
A Closer Look at IMC
How IMC Works
Problems with 21st Century Marketing
Discussion Questions
Memo from the Field: Vin Cipolla, HNW, Inc.
It's Your Turn: Making the Pitch
Key Terms
Notes
14. Cross-Cultural Communication.
Cultures: Realities and Definitions
Cultural Attributes
Cross-Cultural Communication: Definitions and Dangers
Achieving Successful Cross-Cultural Public Relations: A Process
Discussion Questions
Memo from the Field: Bill Imada, IW Group
It's Your Turn: Cultures Close to Home
Key Terms
Notes
15. Public Relations and the Law.
A Parade of Corporate Horrors
Public Relations and the First Amendment
Federal Agencies That Regulate Speech
Libel
Privacy
Copyright
Litigation Public Relations
Discussion Questions
Memo from the Field: James F. Haggerty, president, The PR Consulting Group, Inc.
It's Your Turn: SuperGas
Key Terms
Notes
16. Your Future in Public Relations.
What's Next?
Social Forces and Public Relations
Where Public Relations Is Headed
Your Future in Public Relations
Discussion Questions
Memo from the Field: Sarah Yeaney, PRSSA national president
It's Your Turn: Crushed Credibility
Appendix: Public Relations Society of America Member Code of Ethics 2000.
Glossary.
Index.
1. What Is Public Relations?
Public Relations: Everywhere you look
A Profession Gaining In Respect
Why a Public Relations Career?
The Public Relations Process
The Role of Values in Public Relations
Values-Driven Public Relations
Discussion Questions
Memo from the Field: Judith T. Phair, PhairAdvantage Communication
It's Your Turn: The Question
Key Terms
Notes
2. Jobs in Public Relations.
Where the Jobs Are
Governments
Public Relations Agencies
Independent Public Relations Consultants
Public Relations Activities and Duties
Working Conditions and Salaries
What's Important in a Job?
Discussion Questions
Memo from the Field: John Echeveste, Valencia, Perez & Echeveste Public Relations
It's Your Turn: Career Day at High School
3. A Brief History of Public Relations.
Why History is Important to You
Premodern Public Relations
War and Propaganda
The Downsizing of the United States
The New Millennium
Discussion Questions
Memo from the Field: Edward M. Block, retired
It's Your Turn: MegaShop Comes to Sunnyview
Key Terms
Notes
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
Discussion Questions
Memo from the Field: David Narsavage, The Aker Partners, Inc.
It's Your Turn: The Tuition Increase
Key Terms
Notes
5. Communication Theory and Public Opinion.
The Power of Public Opinion
A Communication Model
Mass Communication Theories
Motivation
Persuasion and Public Opinion
Discussion Questions
Memo from the Field: Rene Pelletier, Barometre
It's Your Turn: The Acme Widget Company
Key Terms
Notes
6. Ethics and Social Responsibility in Public Relations.
What Are Ethics?
Objectivity versus Advocacy: A Misleading Ethics Debate
Challenges to Ethical Behavior
The Rewards of Ethical Behavior
Trust and Social Corporate Responsibility
Beyond CSR: Strengthening Ethical Behavior
Discussion Questions
Memo from the Field: Carol Cone, Cone, Inc.
It's Your Turn: Trouble Brewing
Key Terms
Notes
II. THE PUBLIC RELATIONS PROCESS.
7. Research and Evaluation.
"Did the Needle Move?"
The Value of Research and Evaluation
Developing A Research Strategy: What Do I Want to Know?
Developing a Research Strategy: How Will I Gather Information?
Survey Research
Analyzing Survey Results
Discussion Questions
Memo from the Field: Leslie Gaines-Ross, Burson-Marsteller
It's Your Turn: Tinker, Evers & Chance
Key Terms
Notes
8. Planning: The Strategies of Public Relations.
The Basics of Values-Driven Planning
Different Kinds of Public Relations Plans
Why Do We Plan?
How Do We Plan?
Expanding a Plan into a Proposal
Qualities of a Good Plan
Discussion Questions
Memo from the Field: Timothy S. Brown, Conectiv
It's Your Turn: Planning a Blood Drive
Key Terms
Notes
9. Communication: The Tactics of Public Relations.
Communicating with Specific Publics
Tactics as Messages and Channels
Tactics and Traditional Publics
Accomplishing the Tactics
Discussion Questions
Memo from the Field: Shirley Barr, President, Shirleybarr Public Relations
It's Your Turn: The Tuition Increase Revisited
Key Terms
Notes
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
Discussion Questions
Memo from the Field: Regina Lynch-Hudson, The Write Publicist
It's Your Turn: Elayne Anderson's Speech
Key Terms
Notes
11. Public Relations in the Digital Age.
Welcome to the Revolution
The Digital Revolution
Computers and the Internet
The Birth of Cyber-Relations
Wireless Communications Technology
Why "New" Isn't Always "Better"
Discussion Questions
Memo from the Field: Craig Settles, Successful.com
It's Your Turn: Hale & Hardy All-Natural Granola Bars
Key Terms
Notes
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
Discussion Questions
Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department
It's Your Turn: Death of a Salesman
Key Terms
Notes
13. Public Relations and Marketing.
Public Relations and Marketing
The Impact of Consumer-Focused Marketing on Public Relations
A Closer Look at Marketing
A Closer Look at IMC
How IMC Works
Problems with 21st Century Marketing
Discussion Questions
Memo from the Field: Vin Cipolla, HNW, Inc.
It's Your Turn: Making the Pitch
Key Terms
Notes
14. Cross-Cultural Communication.
Cultures: Realities and Definitions
Cultural Attributes
Cross-Cultural Communication: Definitions and Dangers
Achieving Successful Cross-Cultural Public Relations: A Process
Discussion Questions
Memo from the Field: Bill Imada, IW Group
It's Your Turn: Cultures Close to Home
Key Terms
Notes
15. Public Relations and the Law.
A Parade of Corporate Horrors
Public Relations and the First Amendment
Federal Agencies That Regulate Speech
Libel
Privacy
Copyright
Litigation Public Relations
Discussion Questions
Memo from the Field: James F. Haggerty, president, The PR Consulting Group, Inc.
It's Your Turn: SuperGas
Key Terms
Notes
16. Your Future in Public Relations.
What's Next?
Social Forces and Public Relations
Where Public Relations Is Headed
Your Future in Public Relations
Discussion Questions
Memo from the Field: Sarah Yeaney, PRSSA national president
It's Your Turn: Crushed Credibility
Appendix: Public Relations Society of America Member Code of Ethics 2000.
Glossary.
Index.