Public Relations

Cover
Title Page
Copyright Page
Dedication Page
Brief Contents
Contents
Preface
About the Author
SECTION I: FOUNDATIONS
	CHAPTER 1: Principled Public Relations
		Defining public relations
			Textbook definitions
		CASE STUDY: HOLD THE FIASCO, PLEASE.
			Crowdsourcing a definition
		Principled public relations management
			Tell the truth
			Prove it with action
			Listen to the customer
			Manage for tomorrow
			Conduct public relations as if the whole company depends on it
			Remain calm, patient and good-humored
		CASE STUDY: HOW CROCK-POT FOUGHT FIRE BY KEEPING ITS COOL
			Realize the company\'s true character is expressed by its people
		Why ethics matter
			Reasons for studying ethics
			Competing duties
		A guide for ethical decision-making
		CASE STUDY: \"TWEETING UNDER FALSE CIRCUMSTANCES\"
		VOICES FROM THE FIELD: KATHY FITZPATRICK
		Codes of ethics
			Criticisms of codes
			Advantages of codes
			Professional associations
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
	CHAPTER 2: Public Relations Models Through the Ages
		Public relations models in history
			Press agentry/publicity
		CASE STUDY: A TALL ORDER: GAINING ATTENTION AND PUBLICITY IN THE MARKETPLACE OF IDEAS
			Public information
		CASE STUDY: EDWARD BERNAYS\' \"TORCHES OF FREEDOM\"
			Two-way asymmetrical communication
			Two-way symmetrical communication
		A broader social history of public relations
			Religion
			Education
			Politics and government
		Major motivations for public relations
			Recruitment
			Legitimacy
			Agitation
			Advocacy
			Profit
		VOICES FROM THE FIELD: KAREN MILLER RUSSELL
		Ethics: transparency, objectivity and advocacy
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
	CHAPTER 3: Convergence and Integrated Communication
		Convergence
			Technological convergence
			Cultural convergence
			Economic convergence
			Professional convergence
		Divergence
			Advertising
			Marketing
		Integration
			Integrated marketing communication
			Hybrid functions
		CASE STUDY: RED BULL\'S CONTENT MARKETING STRATEGY
	CHAPTER 4: Relationship Management
		Managing relationships
			Taking care of relationships
			Key outcomes of relationships
		News-driven relationships
			Media relations
			Pitching
		Commerce-driven relationships
			B2C
			B2B
			Employee relations
		CASE STUDY: PUTTING MONEY WHERE THEIR MISSION IS: MEDTRONIC REBUILDS AFTER HURRICANE MARIA
		Investor relations
			Issues-driven relationships
				Nonprofit organizations
				When publics are organizations and organizations are publics
			VOICES FROM THE FIELD: ROB CLARK
			Ethics: corporate social responsibility and loyalty
			CASE STUDY: COCA-COLA AND CORPORATE SOCIAL RESPONSIBILITY
			IN CASE YOU MISSED IT
			Summary
			Discussion questions
SECTION II STRATEGY
	CHAPTER 5: Research
		Research in the RPIE cycle
			Formative research
			Summative research
		Situation analysis
			Situation research
			Organization research
			Publics research
		CASE STUDY: APPLYING THE SITUATIONAL THEORY OF PUBLICS: NET NEUTRALITY
		Quantitative research
			Surveys
			Experiments
			Content analysis
		Qualitative research
			Interviews
			Focus groups
			Direct observation
		Secondary and primary research
		Formal and informal research
			Reliability and validity
			Trade-offs in research design
			VOICES FROM THE FIELD: MEGAN KINDELAN
		Ethics: doing the greatest good for the greatest number of people
		IN CASE YOU MISSED IT
			Summary
			Discussion questions
	CHAPTER 6: Planning
		A hierarchy of outcomes
			Tuning in
			Attending
			Liking
			Comprehending
			Learning
			Agreeing
			Remembering
			Acting
			Proselytizing
			Using McGuire\'s hierarchy of effects for planning
		Strategic planning
		CASE STUDY: GLOBAL HANDWASHING DAY: GOALS, OBJECTIVES AND OUTCOMES
		Timelines
			Formative research
			Client/management meetings
			Action and communication tactics
			Production of media and communication materials
			Events
			Evaluation
		Budgets
			Personnel
			Administrative costs and supplies
			Media and communication expenses
		VOICES FROM THE FIELD: NATALIE ASOREY
		Ethics: beware of zombies; enhance the profession
			Define the specific issue/conflict
			Identify internal/external factors
			Identify key values
			Identify the parties involved
			Select ethical principles
			Make a decision and justify it
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
	CHAPTER 7: Implementation
		Taking action
		CASE STUDY: PULLED PORK: CHIPOTLE\'S CHALLENGE TO ACT ON ITS PRINCIPLES
		Choosing channels
		Controlled and uncontrolled media
		Owned, paid, shared and earned media
			Owned media
			Paid media
			Shared media
			Earned media
			Mixed media
		CASE STUDY: PUPPIES AS PUBLICS? BARKBOX MARKS ITS TERRITORY ACROSS OWNED, PAID, SHARED AND EARNED MEDIA
		VOICES FROM THE FIELD: ROSANNA M. FISKE
		Ethics: loyalty and diversity in communication and action
		CASE STUDY: DOING GOOD BY DOING WELL: KIMBERLY-CLARK\'S EFFORTS TO PROMOTE DIVERSITY
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
	CHAPTER 8: Evaluation
		Message testing
			Focus groups
			Readability tests
			Experiments
		Media monitoring services
		Metrics, analytics and data
			Tracking visitor behavior
			Segmenting referring sources
			Parsing big data
		Barcelona principles
			Principle 1: goal setting and measurement are fundamental
			Principle 2: measuring communication outcomes is recommended
			Principle 3: the effect on organizational performance should be measured
			Principle 4: measurement and evaluation require both qualitative and quantitative methods
			CASE STUDY: GILLETTE\'S \"WE BELIEVE\"
CAMPAIGN GAUGED BY MORE THAN JUST NUMBERS
			Principle 5: advertising value equivalencies are not the value of communications
			Principle 6: social media should be measured consistently with other media channels
			Principle 7: measurement and evaluation should be transparent, consistent and valid
		Measuring the right outcomes
		VOICES FROM THE FIELD: TINA MCCORKINDALE
		Ethics: independence
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
SECTION III TACTICS
	CHAPTER 9: Writing
		Five reasons to write well in public relations
			Relationships
			Influence and persuasion
			Goals and objectives
			Reputation management
			Impression management
		Storytelling
		CASE STUDY: A VIRTUOUS (BI)CYCLE: HOW THE WORLD BICYCLE RELIEF ORGANIZATION TELLS STORIES WITH PURPOSE
			Features
		CASE STUDY: THE GOAT\'S SURF RANCH: HOW A FEATURE STORY HELPED BUILD A WAVE OF INTEREST IN A NEW BUSINESS VENTURE
			News
		Writing for intermediaries
			Writing for news media
			Writing for social media
			Writing for search engines
		Business writing
		VOICES FROM THE FIELD: CORNELIUS FOOTE
		Ethics: expertise and writing for mutual understanding
		CASE STUDY: WORDS MATTER: A STRANGE CHOICE FOR AN AGENCY NAME
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
	CHAPTER 10: Social Media and Mobile
		Mobile first
			Ubiquitous
			Social
			Personal
			Local
		CASE STUDY: BURGER KING USES MOBILE APP TO TROLL COMPETITORS
		Uses and gratifications of media
		Social and visual listening
			What is social listening?
			What is visual listening?
			What are the benefits of social and visual listening?
			How do you conduct a social listening search?
		Creating engaging content
			Text
			Images
			Video
			Curated content
		Building relationships and community
			Community management
			Influencer and advocate engagement
		CASE STUDY: MILLIONS SHARE THEIR MICKEY MOUSE EARS FOR CHARITY
		VOICES FROM THE FIELD: SHANE SANTIAGO
		Ethics: privacy and safeguarding confidences
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
SECTION IV CONTEXTS
	CHAPTER 11: Legal
		International legal contexts
		The first amendment
		CASE STUDY: AMAZON V. NYT: A CASE IN THE COURT OF PUBLIC OPINION
		Defamation
		Intellectual property
			Copyright, trademarks and patents
			Plagiarism
			Fair use
			Intellectual property issues
		Public information and the Freedom of Information Act
		Protecting publics
			Safety and accuracy
			Financial information
		CASE STUDY: TESLA CEO AND FEDERAL REGULATORS GET INTO A TIFF OVER FREE SPEECH
		Privacy
			Intrusion into seclusion
			Appropriation of likeness or identity
			Public disclosure of private facts
			Portrayal in a false light
		VOICES FROM THE FIELD: CAYCE MYERS
		Ethics: safeguarding confidences—who owns your social networks?
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
	CHAPTER 12: Issues and Crises
		Managing conflict
		CASE STUDY: IS THE CUSTOMER ALWAYS RIGHT? . . . A BIG WIN FOR LITTLE ITALY
		Managing issues
		CASE STUDY: THE ISSUE LIFE CYCLE OF VOLKSWAGEN\'S \"DIESELGATE\"
		Proactive issues management
			1. Monitoring
			2. Identification
			3. Prioritization
			4. Analysis
			5. Strategic planning
			6. Implementation
			7. Evaluation
		Crisis types
			Victim crises
			Accident crises
			Preventable crises
		Crisis response strategies
			Deny strategies
			Diminish strategies
			Rebuild strategies
			Reinforce strategies
		CASE STUDY: MR. ZUCKERBERG GOES TO WASHINGTON
		Social media and crises
		VOICES FROM THE FIELD: BARRY FINKELSTEIN
		Ethics: conflicts of interest
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
	CHAPTER 13: Global
		Public relations and culture
			Low-context versus high-context communication
			Cultural dimensions
		CASE STUDY: VICKS REDEFINES \"CARE\" DESPITE CULTURAL PREJUDICE
			Cultural intelligence
		International public relations
			Environmental variables
		CASE STUDY: MASTERCARD\'S WORLD CUP CAMPAIGN GETS A RED CARD
		Public diplomacy
		VOICES FROM THE FIELD: PATRICK FORD
		Ethics: dialogic ethics
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
	CHAPTER 14: Careers
		Personal branding
			Strategic
			Positive
			Promising
			Person-centric
			Artifactual
			Internships and projects
		Employers
			Agencies
			Corporations
			Nonprofits and NGOs
			Government
			Self-employment and small business
		Areas of specialization
			Health
			Sports and entertainment
			Political and public affairs
			Financial and entrepreneurial
			Consumer
			International
		Education and continued learning
		CASE STUDY: CEO VERSUS NEW HIRE: WHO WINS?
		VOICES FROM THE FIELD: KRISLYN HASHIMOTO
		Ethics: competition, loyalty and job changes
		IN CASE YOU MISSED IT
		Summary
		Discussion questions
Appendix A: Universal Accreditation Board Competencies
Notes
Glossary
Credits
Name index
Subject index