Cutlip and Center's Effective Public Relations

Cover
Contents
Preface
PART I: Concept, Practitioners, Context, and Origins
	Chapter 1 Introduction to Contemporary Public Relations
		Attempts to Define Public Relations
		Defining Contemporary Public Relations
		Confusion with Marketing
		Parts of the Function
		Confusion of Terms
		Toward Recognition and Maturity
		Notes
		Study Guide
		Additional Sources
	Chapter 2 Practitioners of Public Relations
		Numbers and Distribution
		Salaries
		Work Assignments
		Roles
		What Roles Research Tells us
		Challenges
		Requirements For Success
		Notes
		Study Guide
		Additional Sources
	Chapter 3 Organizational Settings
		Origins Within Organizations
		Public Relations Starts with Top Management
		Role in Decision Making
		The Internal Department
		Working with other Departments
		The Outside Counseling Firm
		New Approaches
		Notes
		Study Guide
		Additional Sources
	Chapter 4 Historical Origins and Evolution
		Ancient Genesis
		American Beginnings: Born in Adversity and Change
		Evolution to Maturity
		Stages of Development
		Seedbed Era: 1900–1916
		World War I Period: 1917–1918
		Booming Twenties Era: 1919–1929
		Roosevelt Era and World War II: 1930–1945
		Postwar Boom: 1946–1964
		Period of Protest and Empowerment: 1965–1985
		Digital Age and Globalization: 1986–Present
		Notes
		Study Guide
		Additional Sources
PART II: Foundations
	Chapter 5 Professionalism and Ethics
		Criteria of a Profession
		Professional Associations
		Specialized Educational Preparation
		Research and the Body of Knowledge
		Ethical Foundations of Professionalism
		Codes of Ethics
		Accountability: Licensing and Accreditation
		Winning Acceptance and Stature
		Toward a Promising Future
		Notes
		Study Guide
		Additional Sources
	Chapter 6 Legal Considerations
		What Is Law?
		The First Amendment
		Free Press and Media Relations
		Government Access and Public Affairs
		Corporate Expression
		Lobbying
		Employee and Labor Relations
		Public Companies and Investor Relations
		Protecting Public Relations Materials
		Reputation, Defamation and Privacy
		Litigation Public Relations
		Closing Thoughts
		Notes
		Study Guide
		Additional Sources
	Chapter 7 Theoretical Underpinnings: Adjustment and Adaptation
		The Ecological Approach
		Tracking the Trends
		A Systems Perspective
		Open and Closed Systems
		Goal States, Structure, and Process
		Cybernetics in Open Systems
		Open Systems Model of Public Relations
		Notes
		Study Guide
		Additional Sources
	Chapter 8 Communication Theories and Contexts
		Dissemination Versus Communication
		Elements of the Mass Communication Model
		Mass Communication Effects
		Public Opinion Contexts
		Orientation and Coorientation
		Notes
		Study Guide
		Additional Sources
	Chapter 9 Internal Relations and Employee Communication
		Importance of Internal Relations
		Cultural Contexts
		Regulatory and Business Contexts
		Communicating Internally
		Notes
		Study Guide
		Additional Sources
	Chapter 10 External Media and Media Relations
		Traditional Media, New Uses
		New Media, New Challenges and Opportunities
		Working with the Media
		Notes
		Study Guide
		Additional Sources
PART III: Management Process
	Chapter 11 Step One: Defining Public Relations Problems
		Management Process
		Role of Research in Strategic Planning
		Research Attitude
		Listening as Systematic Research
		Defining Public Relations Problems
		Research Methods
		Informal or \"Exploratory\" Methods
		Formal Methods
		Notes
		Study Guide
		Additional Sources
	Chapter 12 Step Two: Planning and Programming
		Public Relations Goals
		Public Relations Planning
		Target Publics
		Program Objectives
		Strategies and Tactics
		The Public Relations Plan
		Planning for Program Implementation
		Summary
		Notes
		Study Guide
		Additional Sources
	Chapter 13 Step Three: Taking Action and Communicating
		The Action Program
		The Communication Program
		Message Content
		Message Delivery
		Barriers to Implementation
		Crisis Communication
		Implementation Summary
		Notes
		Study Guide
		Additional Sources
	Chapter 14 Step Four: Evaluating the Program
		The Push for Measurable Results
		Preparing for Evaluation
		Evaluation Research Process
		Evaluation Research Steps
		Levels of Program Evaluation
		Interpreting and Using Results of Evaluation
		Notes
		Study Guide
		Additional Sources
PART IV: The Practice
	Chapter 15 Business and Industry
		Public Relations in Corporate Organizations
		Corporate Social Responsibility
		Corporations as Targets
		Business Misconduct
		Restoring Public Trust
		Globalization
		Notes
		Study Guide
		Additional Sources
	Chapter 16 Government and Politics
		The Goals of Public Affairs in Government
		Informing Constituents
		Ensuring Active Cooperation in Government Programs
		Fostering Citizen Participation and Support
		Serving as the Public\'s Advocate
		Electronic Government and Citizen Participation
		Managing Information Internally
		Facilitating Media Relations
		Building Community and Nation
		Barriers to Effective Government Public Affairs
		Government-Media Relations
		Notes
		Study Guide
		Additional Sources
	Chapter 17 Military Public Affairs
		Public Relations Is Public Affairs in the Military
		Unique Challenges in the Military Setting
		The Need for Transparency and Engagement
		Notes
		Study Guide
		Additional Sources
		Website
	Chapter 18 Nonprofits and Nongovernmental Organizations
		The Third Sector
		Role of Public Relations in Nonprofit Organizations
		Foundations
		Social Service Agencies
		Faith-Based and Other Nonprofit Organizations
		Nongovernmental Organizations
		Notes
		Study Guide
		Additional Sources
	Chapter 19 Health Care
		Practicing in the Era of Health Reform
		The Public Relations Difference in Health Care
		Supporting, Promoting, and Protecting the Brand
		Employee Communication in Health Care
		Integrated Communication Enhances Results
		Focusing Public Relations Efforts
		Blurring of Traditional and Social Media
		Proactively Managing and Mitigating Issues
		A Voice at the Leadership Table
		Notes
		Study Guide
		Additional Sources
	Chapter 20 Education
		Issues Impacting Education: Funding, Accountability, Choice
		The Role of Public Relations for Public Schools
		Issues Affecting Higher Education Public Relations
		Notes
		Study Guide
		Additional Sources
	Chapter 21 Associations and Unions
		Associations
		Labor Unions
		Notes
		Study Guide
		Additional Sources
Index
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