Public Relations

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, Pérez & 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.