Introduction to Strategic Public Relations

Preface

Acknowledgments

About the Authors

SECTION 1: UNDERSTANDING PUBLIC RELATIONS

UNIT 1: Public Relations’ Role and Function in Society

CHAPTER 1: Strategic Public Relations: A Constantly Evolving Discipline
Learning Objectives
The Image of Public Relations in Popular Culture
Defining Public Relations: What’s in a Name?
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
Growth of Public Relations Into a Global Industry
Roles and Functions for Public Relations Pros
Career Paths for Public Relations Professionals: Which Way Is Right for You?
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Allstate Purple Purse: Raising Awareness and Funds for Victims
Social Responsibility Case Study: The Nature Conservancy: Connecting City Water Supplies With Nature

CHAPTER 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Other Public Relations Pioneers
Learning Objectives
A History of Public Relations in the Modern Era
Growth of the Public Relations Agency
Origins, Definitions, and Driving Forces of Corporate Social Responsibility
The Future of Public Relations
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Edward Bernays and Light’s Golden Jubilee
Social Responsibility Case Study: Johnson & Johnson’s Tylenol Crisis

CHAPTER 3: Ethics and Law in Public Relations
Learning Objectives
Ethics in Public Relations
Stay Informed, Be Vigilant, Develop Personal Ethics
How Does Law Affect Public Relations?
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Coca-Cola’s Fight Against Obesity
Social Responsibility Case Study: Burson-Marsteller’s “Whisper Campaign”

CHAPTER 4: Foundations of Public Relations: Research and Theory
Learning Objectives
How to Begin
Primary Research Methods
The Big Ideas Behind Public Relations Strategies
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Allstate Reality Rides® Combats Distractions With a Virtual Driving Simulator
Social Responsibility Case Study: The Monster-Free Mouths Movement: AAPD Makes a Big Deal About the Importance of Little Teeth

CHAPTER 5: Implementing Your Strategic Communications Plan
Learning Objectives
Foundations of Strategic Planning in Strategic Public Relations
Objectives
Programming
Evaluation, Ongoing Research, and Stewardship
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: TuDinero con TD: Empowering the U.S. Hispanic Community Through Financial Education
Social Responsibility Case Study: Be the Match: Inspiring the African American Community to Step Up and Save Lives

SECTION 2: PRACTICING PUBLIC RELATIONS IN A SOCIALLY RESPONSIBLE WORLD

UNIT 2: Public Relations Tactics

CHAPTER 6: Public Relations Writing: Persuasive and Audience Focused
Learning Objectives
For a Public Relations Career, You Had Better Become a Good Writer
Public Relations Writing Strategy and Style
Generating Content: Public Relations Writing Essentials
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Whirlpool: Care CountsTM
Social Responsibility Case Study: How Can Video Storytelling Support Social Responsibility Efforts

CHAPTER 7: Media Relations in a Digital World
Learning Objectives
The State of the News Media Today
Communications Theory and Media Relations
Measuring News Coverage
Global Media Relations Trends and Tactics
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Deepwater Wind: Launching America’s First Offshore Wind Farm
Social Responsibility Case Study: World Wildlife Fund’s Campaign to Stop Wildlife Crime

CHAPTER 8: Social Media and Emerging Technologies
Learning Objectives
Social Media
The Value and Strategies of Social Media
A Showcase of Public Relations Practices With Social Networks
Evaluating Social Media and Looking to the Future
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: M&M’S Red Nose Day Raises Money for Children Living in Poverty
Social Responsibility Case Study: Giving Tuesday: The Day the World Gave Back

UNIT THREE: General Practice Areas

CHAPTER 9: Corporate Social Responsibility and Community Relations
Learning Objectives
Social Responsibility and the Essential Role of Public Relations
Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation
Communicating Corporate Social Responsibility: Opportunities and Challenges
Community Relations and Corporate Social Responsibility
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Comcast Cares Day Engages Employees, Their Families, Friends, and Community
Social Responsibility Case Study: Dollywood Foundation Launches “My People Fund” Relief Effort

CHAPTER 10: Employee Relations, Corporate Culture, and Social Responsibility
Learning Objectives
Employee Relations and Healthy Organizations
Public Relations and Employee Engagement
Communication Challenges and Opportunities
Employee Relations and Corporate Social Responsibility
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: IBM’s Corporate Service Corps Develops the Leaders of the Future
Social Responsibility Case Study: Ben & Jerry’s Ice Cream Gives Back to Vermont

CHAPTER 11: Corporate Communication and Reputation Management
Learning Objectives
The Modern Corporation—Meeting the Challenge
Core Competencies of Corporate Communications
Corporate Communications and Corporate Social Responsibility
Financial Communications, Media Relations, and Investor Relationships
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Hertz Hits the Road—Being a Good Neighbor in Florida
Social Responsibility Case Study: Snap Inc— From Dad’s Garage to a $33 Billion Initial Public Offering

CHAPTER 12: Issues Management and Crisis Communication
Learning Objectives
Issues Management
Crisis Communications
Prepare for and Manage a Crisis
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Hertz Moves Its Corporate Headquarters
Social Responsibility Case Study: Under Armour and the Sochi Winter Olympics: Protecting the Brand Against Unfair Criticism

UNIT 4: Specialty Practice Areas

CHAPTER 13: Sports, Tourism, and Entertainment
Learning Objectives
Opportunities and Challenges of Sports Public Relations
Tourism—More Than Sightseeing
Entertainment Public Relations—Publicity and Much More
Entertainment Public Relations and Social Causes
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: #askMPLS Provides Virtual Concierges During Major League Baseball All-Star Week
Social Responsibility Case Study: Stronger Than the Storm—Ribbon Cutting Marks Recovery From Superstorm Sandy

CHAPTER 14: Nonprofit, Health, Education, and Grassroots Organizations
Learning Objectives
Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners
Health Communication
Public Relations Support of Educational Institutions
Public Relations in Grassroots Organizations
Scenario Outcome
Wrap Up
Think About It
Write Like a Pro
Social Responsibility Case Study: GlobalGiving: Crowdfunding Gives to People and Companies Around the World
Social Responsibility Case Study: Two Bostonians Campaign to Stop the Olympics From Coming to Their Hometown

CHAPTER 15: Public Affairs, Government Relations, and Political Communications
Learning Objectives
Public Affairs, Government Relations, and Political Communications
Government Relations and Lobbying
Political Communication: Applying Public Relations Strategy to Campaigns and Elections
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: CCPHA Serves Up the Bitter Truth About Sugary Drinks
Social Responsibility Case Study: The First Ladies Health Initiative: Walgreens Supports HIV/AIDS Screenings in Urban Churches

CHAPTER 16: International Public Relations and Public Diplomacy
Learning Objectives
An Overview of Global Communications
Global Public Relations in Different Settings
Public Diplomacy, Strategic Public Relations, and Social Responsibility
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Dell Women’s Entrepreneurial Network Creates Opportunities for Women
Social Responsibility Case Study: “Blue Corridor” Natural Gas Vehicle Rally

Glossary

References

Index