THINK Public Relations

Dennis L. Wilcox, Ph.D., is professor emeritus of public relations and past director of the School of Journalism and Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America (PRSA), former chair of the PRSA Educator’s Academy, and past chair of the public ­relations division of Association for Education in Journalism and Mass Communication (AEJMC). Dr. Wilcox has written six books, including being the lead author of Public Relations Strategies and Tactics and Public Relations Writing and Media Techniques. His honors include PRSA’s “Outstanding Educator,” the Xifra-Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest.   Glen T. Cameron, Ph.D., is Gregory Chair in Journalism ­Research and founder of the Health Communication ­Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, award-­winning conference ­papers, and books on public relations topics. A popular lecturer internationally, Dr. Cameron has received the Baskett-Mosse and Pathfinder awards for ­career achievement. The University of ­Missouri honored him in 2006 with the 21st Century Corps of Discovery Lectureship, which is given once each year by a globally recognized campus scholar. Dr. Cameron’s ongoing public ­relations ­experience includes his management of more than $42 million in external funding of health public relations projects from sources such as the ­National Institutes of Health, the National Cancer Institute, Missouri Foundation for Health, the U.S. ­Department of Agriculture, the Centers for Disease Control and Prevention, the U.S Department of Defense, and Monsanto.   Bryan H. Reber, Ph.D., is associate professor of public ­relations at the University of Georgia, Grady College of Journalism and Mass Communication. Dr. Reber teaches courses that offer an introduction to public relations, management, writing, and campaigns. On the graduate level, he teaches classes in topics including management, persuasion, campaign research, and public opinion. His research focuses on public relations theory, practice, pedagogy, and health communication and has been published in the Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Health Communication, Public Relations Review, and Journal of Broadcasting and Electronic Media. Dr. Reber regularly presents his research at national and international academic conferences.   Jae-Hwa Shin, Ph.D., Mph., is associate professor in the School of Mass Communication and Journalism at the University of Southern Mississippi. Dr. Shin is widely recognised as a prolific researcher in the field of public relations and has ­actively participated in the emerging development of public relations theory. She co-authored Public Relations ­Today: Managing Conflict and Competition, a text that incorporates her research, teaching, and professional experience. In addition, she has published her research in peer-reviewed journals such as Public ­Relations Review, Journalism & Mass Communication Quarterly, Science Communication Journal, and Journal of Communication in Health Care. Dr. Shin is an active presenter at national and ­international conferences such as those sponsored by the ­International Communication Association, National Communication Association, and Association for Education in Journalism and Mass Communication. 

In this Section:



Brief Table of Contents
Full Table of Contents

1) Brief Table of Contents

Chapter 1: What is Public Relations?
Chapter 2: Careers in Public Relations
Chapter 3: The Growth of a Profession
Chapter 4: Today's Practice: Departments and Firms
Chapter 5: Research and Campaign Planning
Chapter 6: Communication and Measurement
Chapter 7: Public Opinion and Persuasion
Chapter 8: Managing Competition and Conflict
Chapter 9: Ethics and the Law
Chapter 10: Reaching Diverse Audiences
Chapter 11: The Mass Media
Chapter 12: The Internet and Social Media
Chapter 13: Events and Promotions
Chapter 14: Global Public Relations
Chapter 15: Corporate Public Relations
Chapter 16: Entertainment, Sports, and Tourism
Chapter 17: Government and Politics
Chapter 18: Nonprofit, Health, and Education

2) Full Table of Contents

Chapter 1: What is Public Relations?

Challenge of Public Relations
Global Scope
A Variety of Definitions
PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of “Junk” Food
Public Relations as a Process
The Components of Public Relations
Social Media in Action: Beware of Bamboozling Blogger
How Public Relations Differs from Journalism
How Public Relations Differs from Advertising
How Public Relations Differs from Marketing
Toward an Integrated Perspective: Strategic Communication
Summary
Questions for Review and Discussion
Tactics


Chapter 2: Careers in Public Relations

A Changing Focus in Public Relations
Personal Qualifications and Attitudes
PR Casebook: My Summer as a New York Fashion Intern
Organizational Roles
Social Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers
The Value of Internships
Salaries in Public Relations
The Value of Public Relations
Summary
Questions for Review and Discussion


Chapter 3: The Growth of a Profession

A Brief History of Public Relations
PR Casebook: Lee advises Rockefeller and the Coal Industry
Trends in Today's Practice of Public Relations
Social Media in Action: Diversity Shows Up in Social Media Use
A Growing Professional Practice
Professionalism, Licensing, and Accreditation
Summary
Questions for Review and Discussion
Tactics


Chapter 4: Today's Practice: Departments and Firms

Public Relations Departments
The Trend Toward Outsourcing
Public Relations Firms
Social Media in Action Firms Tweet to Self-Promote
PR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championship
Summary
Questions for Review and Discussion


Chapter 5: Research and Campaign Planning

The Four Essential Steps of Effective Public Relations
Research: The First Step
Social Media in Action: Measuring Social Media
Research Methods
Planning: The Second Step
PR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer Research
Summary
Questions for Review and Discussion
Tactics


Chapter 6: Communication and Measurement

Communication: The Third Step
Social Media in Action: Facebook Friends = Brain Power?
Measurement: The Fourth Step
Measurement of Message Exposure
Measurement of Audience Awareness, Attitudes and Action
PR Casebook: “Don’t be That Guy” Campaign Fights Binge Drinking
Summary
Questions for Review and Discussion


Chapter 7: Public Opinion and Persuasion

What Is Public Opinion?
Opinion Leaders as Catalysts
The Role of Mass Media
The Role of Conflict
PR Casebook: Handguns in America
Persuasion in Public Opinion
Social Media in Action: Persuading Citizens to Join the U.S. Army
Factors in Persuasive Communication
The Limits of Persuasion
Summary
Questions for Review and Discussion
Tactics


Chapter 8: Managing Competition and Conflict

A New Way of Thinking: Conflict and Competition
The Role of Public Relations in Managing Conflict
It Depends: Factors That Affect Conflict Management
PR Casebook: Free Silva
The Conflict Management Life Cycle
Managing the Life Cycle of a Conflict
Social Media in Action: Social Media and the BP Oil Spill Crisis
Summary
Questions for Review and Discussion


Chapter 9: Ethics and the Law

What Is Ethics?
Professional Guidelines
Dealing with the News Media
Public Relations and the Law
PR Casebook: Facebook Campaign Raises an Ethical Ruckus
Employee Communications
Social Media in Action: Challenges Arise in Social Media Regulation
Copyright Law
Fair Use Versus Infringement
Trademark Law
Regulations by Government Agencies
Liability for Sponsored Events
Working with Lawyers
Summary
Questions for Review and Discussion
Tactics


Chapter 10: Reaching Diverse Audiences

The Nature of the Public Relations Audience
Age Group Audiences
PR Casebook: Reaching Emerging Youth and Male Audiences
Gender/Lifestyle Audiences
Social Media in Action: A Comfortable Discussion or Too Much Information?
Ethnically Diverse Audiences
Global Audiences
Matching the Audience with the Media
Summary
Questions for Review and Discussion


Chapter 11: The Mass Media

News Releases
Media Advisories, Fact Sheets, Media Kits, and Pitch Letters
PR Casebook: Saving the Arctic with Iconic Brand Mascots
Interviews with Journalists and News Conferences
The Media Party and the Media Tour
The Reach of Radio and Television
Social Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSA
Summary
Questions for Review and Discussion


Chapter 12: The Internet and Social Media

The Internet
Leveraging the Power of the Internet
Webcasts, Podcasts, and Wikis
Social Media
PR Casebook: American Airlines Soars and Penn State Crashes
The Rising Tide of Mobile-Enabled Content
Social Media in Action: On Campus and In the Kitchen
Summary
Questions for Review and Discussion
Tactics


Chapter 13: Events and Promotions

A World Filled with Meetings and Events
Group Meetings
Banquets
PR Casebook: Cars and Comedy Benefit Boys and Girls Clubs
Receptions and Cocktail Parties
Open Houses and Plant Tours
Conventions
Trade Shows
Social Media in Action: Are You A Mayor?
Promotional Events
Summary
Questions for Review and Discussion


Chapter 14: Global Public Relations

What Is Global Public Relations?
Public Relations Development in Other Nations
International Corporate Public Relations
Social Media in Action: Making the Most of Social Networks Around the World
Representing U.S. Corporations in Other Nations
PR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for Coke
Public Diplomacy
The Rise of NGOs
Opportunities in International Work
Summary
Questions for Review and Discussion
Tactics


Chapter 15: Corporate Public Relations

Managing Corporate Reputations
Media Relations
Customer Relations
Social Media in Action: LinkedIn as a Public Relations Tactic?
Employee Relations
Investor Relations
Marketing Communications
PR Casebook: Macy's Strives to Activate Millennials
Environmental Relations
Corporate Philanthropy
Summary
Questions for Review and Discussion


Chapter 16: Entertainment, Sports, and Tourism

Public Relations in Entertainment, Sports, and Tourism
Promoting a Personality
Social Media in Action: Celebrities Thrive or Crash in 140 Characters
Promoting an Entertainment Event
Sports Publicity
PR Casebook: Racing Sausages Win Fans’ Hearts
Travel Promotion
Summary
Questions for Review and Discussion
Tactics


Chapter 17: Government and Politics

Government Public Relations
Public Information and Public Affairs
The Federal Government
State Governments
Local Governments
Government Relations by Corporations
PR Casebook: A Short History of Government Efforts to Promote Nutrition
Lobbying
Election Campaigns
Social Media in Action: Seeing the Light: Social Media in Politics
Summary
Questions for Review and Discussion


Chapter 18: Nonprofit, Health, and Education

The Role of Public Relations in Nonprofit, Health, and Education Organizations
Fund-Raising
Membership Organizations
Advocacy Groups
PR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackey's Position on Healthcare
Social Service Organizations
Health Organizations
Educational Organizations
Summary
Questions for Review and Discussion
Tactics