Public Relations

Preface

 

About the Authors

 

Section 1: Foundations of Public Relations

 

CHAPTER 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

Memo from the Field: Judith T. Phair, Advantage Communication

 

CHAPTER 2: Jobs in Public Relations

Where the Jobs Are

Public Relations Activities and Duties

Working Conditions and Salaries

What’s Important in a Job?

Memo from the Field: John Echeveste, Valencia Perez & Echeveste Public Relations

 

CHAPTER 3: A Brief History of Public Relations

Why History Is Important to You

Premodern Public Relations

The Seedbed Years

War and Propaganda

The Postwar Boom

The Downsizing of the United States

The New Millennium

Memo from the Field: Edward M. Block

 

CHAPTER 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

Memo from the Field: David A. Narsavage, The Aker Partners, Inc.

 

CHAPTER 5: Communication Theory and Public Opinion

The Power of Public Opinion

A Communication Model

Mass Communication Theories

Motivation

Persuasion and Public Opinion

Memo from the Field: Jane Hazel, Health Canada

 

CHAPTER 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 Corporate Social Responsibility

Beyond CSR: Strengthening Ethical Behavior

Memo from the Field: Carol Cone, Cone, Inc.

 

SECTION 2: THE PUBLIC RELATIONS PROCESS

 

CHAPTER 7: Research and Evaluation

For Love or Money?

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

Memo from the Field: Dr. David B. Rockland, Ketchum

 

CHAPTER 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

Memo from the Field: Timothy S. Brown, Delmarva Power/Atlantic City Electric

 

CHAPTER 9: Communication: The Tactics of Public Relations

Tactics, Fun, and Values

Tactics as Messages and Channels

Tactics and Traditional Publics

Accomplishing the Tactics

Memo from the Field: Deborah Charnes Vallejo, Bromley Communications

 

CHAPTER 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

Writing for the Web

The Process of Successful Presentations

Memo from the Field: Regina Lynch-Hudson, The Write Publicist

 

CHAPTER 11: Cyber-Relations in the Digital Age

It’s All About You

The Digital Revolution

Why New Isn’t Always Better

Memo from the Field: Craig Settles, Successful.com

 

SECTION 3: PUBLIC RELATIONS TODAY AND TOMORROW

 

CHAPTER 12: Crisis Communications

The Storm Before the Storm

The Anatomy of a Crisis

Crisis Communications Planning

Crisis Planning Ethics

Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department

 

CHAPTER 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

Memo from the Field: Vin Cipolla, National Park Foundation

 

CHAPTER 14: Cross-Cultural Communication

Cultures: Realities and Definitions

Cultural Attributes

Cross-Cultural Communication: Definitions and Dangers

Achieving Successful Cross-Cultural Public Relations: A Process

Memo from the Field: Bill Imada, IW Group

 

CHAPTER 15: Public Relations and the Law

The Statue of Responsibility

Public Relations and the First Amendment

Federal Agencies That Regulate Speech

Libel

Privacy

Copyright

Litigation Public Relations

Memo from the Field: James F. Haggerty, The PR Consulting Group, Inc.

 

CHAPTER 16: Your Future in Public Relations

What’s Next?

Social Forces and Public Relations

Where Public Relations Is Headed

Your Future in Public Relations

Memo from the Field: Kevin J. Saghy, National President, PRSSA

 

APPENDIX: Public Relations Society of America Member Code of Ethics 

 

Glossary

 

Index