Public Relations: A Values-Driven Approach
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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.Public relations careers; history of public relations; communication theory and public opinion; ethics and law; research and evaluation; public relations planning; public relations tactics; writing and presentation skills; communication technology; crisis communication; public relations and marketing; and cross-cultural communication.Introductory public relations
I. FOUNDATIONS OF PUBLIC RELATIONS.1. What Is Public Relations? Public Relations: Everywhere you lookA Profession Gaining In RespectWhy a Public Relations Career?The Public Relations ProcessThe Role of Values in Public RelationsValues-Driven Public RelationsDiscussion QuestionsMemo from the Field: Judith T. Phair, PhairAdvantage CommunicationIt’s Your Turn: The QuestionKey TermsNotes2. Jobs in Public Relations. Where the Jobs AreGovernmentsPublic Relations AgenciesIndependent Public Relations ConsultantsPublic Relations Activities and DutiesWorking Conditions and SalariesWhat’s Important in a Job?Discussion QuestionsMemo from the Field: John Echeveste, Valencia, Pérez & Echeveste Public RelationsIt’s Your Turn: Career Day at High School3. A Brief History of Public Relations. Why History is Important to YouPremodern Public RelationsWar and PropagandaThe Downsizing of the United StatesThe New MillenniumDiscussion QuestionsMemo from the Field: Edward M. Block, retiredIt’s Your Turn: MegaShop Comes to SunnyviewKey TermsNotes4. The Publics in Public Relations.What Is a Public?The Publics in Public RelationsWhat Do We Need to Know about Each Public?The Traditional Publics in Public RelationsDiscussion QuestionsMemo from the Field: David Narsavage, The Aker Partners, Inc.It’s Your Turn: The Tuition IncreaseKey TermsNotes5. Communication Theory and Public Opinion.The Power of Public OpinionA Communication ModelMass Communication TheoriesMotivationPersuasion and Public OpinionDiscussion QuestionsMemo from the Field: Rene Pelletier, BarometreIt’s Your Turn: The Acme Widget CompanyKey TermsNotes6. Ethics and Social Responsibility in Public Relations. What Are Ethics?Objectivity versus Advocacy: A Misleading Ethics DebateChallenges to Ethical BehaviorThe Rewards of Ethical BehaviorTrust and Social Corporate ResponsibilityBeyond CSR: Strengthening Ethical BehaviorDiscussion QuestionsMemo from the Field: Carol Cone, Cone, Inc.It’s Your Turn: Trouble BrewingKey TermsNotesII. THE PUBLIC RELATIONS PROCESS.7. Research and Evaluation. “Did the Needle Move?”The Value of Research and EvaluationDeveloping A Research Strategy: What Do I Want to Know?Developing a Research Strategy: How Will I Gather Information?Survey ResearchAnalyzing Survey ResultsDiscussion QuestionsMemo from the Field: Leslie Gaines-Ross, Burson-MarstellerIt’s Your Turn: Tinker, Evers & ChanceKey TermsNotes8. Planning: The Strategies of Public Relations.The Basics of Values-Driven PlanningDifferent Kinds of Public Relations PlansWhy Do We Plan?How Do We Plan?Expanding a Plan into a ProposalQualities of a Good PlanDiscussion QuestionsMemo from the Field: Timothy S. Brown, ConectivIt’s Your Turn: Planning a Blood DriveKey TermsNotes9. Communication: The Tactics of Public Relations.Communicating with Specific PublicsTactics as Messages and ChannelsTactics and Traditional PublicsAccomplishing the TacticsDiscussion QuestionsMemo from the Field: Shirley Barr, President, Shirleybarr Public RelationsIt’s Your Turn: The Tuition Increase RevisitedKey TermsNotes10. Writing and Presentation Skills.The Importance of Writing and Presentation SkillsA Context for Public Relations WritingThe Writing ProcessWriting for the EarThe Process of Successful PresentationsDiscussion QuestionsMemo from the Field: Regina Lynch-Hudson, The Write PublicistIt’s Your Turn: Elayne Anderson’s SpeechKey TermsNotes11. Public Relations in the Digital Age.Welcome to the RevolutionThe Digital RevolutionComputers and the InternetThe Birth of Cyber-RelationsWireless Communications TechnologyWhy “New” Isn’t Always “Better”Discussion QuestionsMemo from the Field: Craig Settles, Successful.comIt’s Your Turn: Hale & Hardy All-Natural Granola BarsKey TermsNotesIII. PUBLIC RELATIONS TODAY AND TOMORROW.12. Crisis Communications.A New “Day of Infamy”The Anatomy of a CrisisCrisis Communications PlanningCrisis Planning EthicsDiscussion QuestionsMemo from the Field: Wayne Shelor, Clearwater (Florida) Police DepartmentIt’s Your Turn: Death of a SalesmanKey TermsNotes13. Public Relations and Marketing.Public Relations and MarketingThe Impact of Consumer-Focused Marketing on Public RelationsA Closer Look at MarketingA Closer Look at IMCHow IMC WorksProblems with 21st Century MarketingDiscussion QuestionsMemo from the Field: Vin Cipolla, HNW, Inc.It’s Your Turn: Making the PitchKey TermsNotes14. Cross-Cultural Communication.Cultures: Realities and DefinitionsCultural AttributesCross-Cultural Communication: Definitions and DangersAchieving Successful Cross-Cultural Public Relations: A ProcessDiscussion QuestionsMemo from the Field: Bill Imada, IW GroupIt’s Your Turn: Cultures Close to HomeKey TermsNotes15. Public Relations and the Law.A Parade of Corporate HorrorsPublic Relations and the First AmendmentFederal Agencies That Regulate SpeechLibelPrivacyCopyrightLitigation Public RelationsDiscussion QuestionsMemo from the Field: James F. Haggerty, president, The PR Consulting Group, Inc.It’s Your Turn: SuperGasKey TermsNotes16. Your Future in Public Relations.What’s Next?Social Forces and Public RelationsWhere Public Relations Is HeadedYour Future in Public RelationsDiscussion QuestionsMemo from the Field: Sarah Yeaney, PRSSA national presidentIt’s Your Turn: Crushed CredibilityAppendix: Public Relations Society of America Member Code of Ethics 2000.Glossary. Index.
