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ویرایش: [Eleventh edition] نویسندگان: Wilcox. Dennis L, Cameron. Glen T, Reber. Bryan H سری: ISBN (شابک) : 9780205960644, 9781292066264 ناشر: Pearson سال نشر: 2014;2015 تعداد صفحات: xxvi, 598 pages: color illustrat زبان: English فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود) حجم فایل: 15 Mb
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Clearly explains the basic concepts, strategies,
and tactics of today's public relations practicePublic
Relations: Strategies and Tacticsuses real-world case
studies and examples to explain the basic concepts and theory
behind modern public relations practice. This comprehensive
text is grounded in scholarship and includes references to
landmark studies and time-honored public relations techniques.
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charts and photos are used to enhance major concepts.
MySearchLab is a part of the Wilcox/Cameron/Reber program.
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Cover......Page 1
Brief Contents......Page 6
Contents......Page 7
Preface......Page 18
Chapter 1: Defining Public Relations......Page 28
The Challenge of Public Relations......Page 29
A Global Industry......Page 32
A Definition of Public Relations......Page 34
Other Popular Names......Page 36
Stereotypes and Less Flattering Terms......Page 37
Public Relations as a Process......Page 41
The Diversity of Public Relations Work......Page 42
Public Relations vs. Journalism......Page 43
Public Relations vs. Advertising......Page 46
Public Relations vs. Marketing......Page 47
Toward an Integrated Perspective......Page 48
A Career in Public Relations......Page 50
Essential Career Skills......Page 53
On the Job Social Media in Action: Advertising Firm Hires Interns through a Twitter Campaign......Page 56
Salaries in the Field......Page 58
The Value of Public Relations......Page 61
On the Job Insights: The Nature of Public Relations Work......Page 30
On the Job Insights: Is Apple's Decision to Build Macs in the United States a "Publicity Stunt"?......Page 39
On the Job Ethics: Facebook's Attempt at "Spin" Makes No Friends......Page 40
On the Job A Multicultural World: A Cuban Restaurant in Miami Celebrates Its 40th Anniversary ......Page 45
On the Job Insights: Networking: The Key to Career Success......Page 51
On the Job Insights: Do You Have the Right Personality for a Career in Public Relations?......Page 54
On the Job Insights: How to Succeed in Public Relations......Page 55
On the Job Insights: Can You Complete This Internship Application?......Page 57
On the Job Insights: Entry-Level Salaries in the Communications Field......Page 59
On the Job Insights: An Overview of Salaries in the Public Relations Field......Page 60
On the Job Insights: Looking for an Entry-Level Job in Public Relations?......Page 62
Summary......Page 63
Media Resources......Page 64
Chapter 2: The Evolution and History of Public Relations......Page 66
The Middle Ages......Page 67
On the Job Insights: The Social Media of the Reformation......Page 68
The 1800s: The Golden Age of Press Agentry......Page 69
Promoting the Westward Movement......Page 70
Politics and Social Movements Take the Stage......Page 73
1900 to 1950: The Age of Pioneers......Page 75
Ivy Lee: The First Public Relations Counsel......Page 76
Edward L. Bernays: Father of Modern Public Relations......Page 77
Other Pioneers in the Field......Page 79
Major Contributions by Industrialists, Presidents......Page 82
1950 to 2000: Public Relations Comes of Age......Page 83
The Influx of Women into the Field......Page 85
2000 to the Present: Public Relations Enters the Digital Age......Page 89
Public Relations in the Next Five Years......Page 90
On the Job A Multicultural World: The Beginnings of Public Relations in Other Nations......Page 71
On the Job Insights: Major Historical Themes over the Centuries......Page 74
On the Job Ethics: Was Ivy Lee Less than Honest?......Page 78
On the Job Insights: Four Classic Models of Public Relations......Page 84
PR Casebook: Classic Campaigns Show the Power of Public Relations......Page 86
On the Job Insights: A Multicultural World: Global Study Identifies Top Issues in Public Relations......Page 91
Summary......Page 94
Questions for Review and Discussion......Page 95
Media Resources......Page 96
Chapter 3: Ethical Considerations and the Role of Professional Bodies......Page 97
Understanding Ethics and Values......Page 98
The Public Relations Society of America (PRSA)......Page 100
The International Public Relations Association (IPRA)......Page 102
Other Groups......Page 103
Professional Codes of Conduct......Page 104
On the Job Insights: PRSA's Code of Ethics: Guidelines for Professional Practice......Page 106
Changing Practitioner Mindsets......Page 109
Expanding Body of Knowledge......Page 113
Professional Accreditation......Page 114
Ethical Dealings with the News Media......Page 116
Gifts to Journalists......Page 117
Transparency and Disclosure Issues......Page 119
On the Job Insights: Use of "Front Groups" Poses Ethical Concerns......Page 99
On the Job Insights: Global Standards for Professional Practice......Page 105
On the Job Social Media in Action: Dealing Ethically with Consumer Review Sites......Page 108
On the Job Insights: Your Job: Ethics Counselor to Senior Management......Page 110
On the Job Ethics: The Ethical Dilemma of Being a Spokesperson......Page 112
On the Job A Multicultural World: "Pay for Play" in China......Page 118
Case Activity: Ethical Dilemmas in the Workplace......Page 120
Media Resources......Page 121
Chapter 4: The Practice of Public Relations......Page 122
Corporate Structure Shapes the Public Relations Role......Page 123
Organization of Departments......Page 125
On the Job Insights: Job Levels in Public Relations......Page 129
Levels of Influence......Page 131
Cooperation with Other Staff Functions......Page 132
The Trend toward Outsourcing......Page 133
Public Relations Firms......Page 135
Services Provided by Firms......Page 136
The Rise of Communication Conglomerates......Page 139
On the Job Insights: Top 10 Public Relations Firms......Page 141
Pros and Cons of Using a Public Relations Firm......Page 142
On the Job Ethics: PR Firm Dropped by Wal-Mart for Ethical Lapse......Page 146
On the Job Insights: So You Want to Make a Six-Figure Salary? ......Page 124
On the Job A Multicultural World: IBM Has a Global Birthday Celebration......Page 126
On the Job Insights: Wanted: A Public Relations Specialist......Page 130
PR Casebook: 7-Eleven Celebrates Its Birthday with 5 Million Free Slurpees......Page 134
On the Job Social Media In Action: Sterling Vineyards Finds the Perfect Host......Page 137
On the Job Insights: The Secret Life of Working in a Public Relations Firm......Page 138
On the Job Insights: American PR Firms Have Global Clients......Page 140
On the Job Insights: Wanted: An Account Executive for a Public Relations Firm......Page 143
On the Job Insights: Kenya Looks for a Public Relations Firm......Page 145
On the Job Insights: Your Choice: A Corporation or a PR Firm?......Page 147
Summary......Page 148
Media Resources......Page 149
Chapter 5: The Role and Scope of Research in Public Relations......Page 150
Determining the Research Role and Scope......Page 151
Using Research......Page 152
A Variety of Research Techniques......Page 154
Online Databases......Page 156
The World Wide Web......Page 158
Content Analysis......Page 159
Focus Groups......Page 160
Copy Testing......Page 162
Random Sampling......Page 163
Sample Size......Page 164
On the Job Ethics: Sex and Alcohol: The AMA's News Release......Page 165
Use Scaled Answer Sets......Page 166
On the Job Insights: Questionnaire Guidelines......Page 167
Personal Interviews......Page 168
Web and E-Mail Surveys......Page 169
Social Media Monitoring Tools......Page 170
Web Analytics......Page 171
Social Media Monitoring Tools......Page 172
Social Media Participatory Research......Page 174
On the Job Social Media in Action: New Brunswick Targets Audiences Using Google Analytics......Page 157
On the Job A Multicultural World: Reaching a Diverse Audience about Electric Rates......Page 161
PR Casebook: Research Provides Foundation for Cookie Campaign......Page 175
Case Activity: Conducting Research about Rumors in Real Time......Page 176
Media Resources......Page 177
Chapter 6: The Public Relations Process......Page 178
Management by Objective......Page 179
An Agency Planning Model......Page 181
Elements of a Program Plan......Page 182
Situation......Page 183
Objectives......Page 185
Audience......Page 186
Strategy......Page 187
On the Job Insights: A New Frontier for Strategy......Page 188
Calendar/Timetable......Page 190
Evaluation......Page 193
On the Job Insights: Social Media in Action......Page 180
PR Casebook: Chase Sapphire Serves Up Foodie Experiences......Page 184
On the Job A Multicultural World: Latinas Don't Walk, They Strut: A Celebration of Latin Style......Page 189
On the Job Ethics: Grassroots Environmentalism: Conflict of Interest or a Win-Win?......Page 191
On the Job Insights: The "Big Picture" of Program Planning......Page 195
Questions for Review and Discussion......Page 196
Media Resources......Page 197
Chapter 7: Communication Concepts and Practice in Public Relations......Page 198
A Public Relations Perspective......Page 199
Five Communication Elements......Page 202
The Importance of Two-Way Communication......Page 203
Paying Attention to the Message......Page 205
Some Theoretical Perspectives......Page 206
Other Attention-Getting Concepts......Page 207
Writing for Clarity......Page 209
Believing the Message......Page 213
Remembering the Message......Page 215
The Five-Stage Adoption Process......Page 216
How Decisions are Influenced......Page 218
Word-of-Mouth Campaigns......Page 219
On the Job Social Media in Action: Nestlé Gets Bruised in Social Media Fight with Greenpeace......Page 204
PR Casebook: Mobile on the John: A Public Relations Firm Scores a Royal Flush......Page 208
On the Job Insights: Hit Parade of Overused Words in News Releases......Page 212
On the Job Insights: Are Women Better Communicators than Men?......Page 214
On the Job Insights: New and Improved Press Releases Still Achieve Communication Objectives ......Page 220
Summary......Page 221
Case Activity: A New Campaign to Combat Heart Disease......Page 222
Media Resources......Page 223
Chapter 8: Evaluation and Measurement of Public Relations Programs......Page 224
Objectives: A Prerequisite for Evaluation......Page 225
Current Status of Measurement and Evaluation......Page 226
Measurement of Production......Page 227
On the Job Insights: Effectiveness of Measurement Tools......Page 228
Media Impressions......Page 230
Advertising Value Equivalency (AVE)......Page 231
Systematic Tracking......Page 233
Return on Investment (ROI)......Page 235
Measurement of Audience Awareness......Page 236
Measurement of Audience Action......Page 237
Pilot Tests and Split Messages......Page 240
Newsletter Readership......Page 241
On the Job Insights: Measuring Effectiveness on the Web......Page 229
On the Job A Multicultural World: YouTube Videos Promote World Water Day......Page 232
On the Job Ethics: The New Math: Ad Rates versus News Coverage......Page 234
PR Casebook: Ketchum's Evaluation of the DoubleTree CAREavan......Page 238
On the Job Social Media in Action: Chevy at SXSW: Event Success by the Numbers......Page 242
Summary......Page 243
Questions for Review and Discussion......Page 244
Media Resources......Page 245
Chapter 9: Public Opinion: Role, Scope, and Implications......Page 246
What is Public Opinion?......Page 247
Types of Leaders......Page 248
The Flow of Opinion......Page 251
Agenda-Setting Theory......Page 252
Framing Theory......Page 253
Conflict Theory......Page 255
Uses of Persuasion......Page 259
On the Job Insights: Six Principles of Persuasion......Page 260
Formulating Persuasive Messages......Page 261
Audience Analysis......Page 263
Source Credibility......Page 264
Appeal to Self-Interest......Page 266
Audience Participation......Page 267
Content and Structure of Messages......Page 268
The Limits of Persuasion......Page 269
The Ethics of Persuasion......Page 271
On the Job: Pitt's Project......Page 249
On the Job Insights: The Life Cycle of Public Opinion......Page 250
On the Job Ethics: Framing Fracking: What is the Truth?......Page 254
On the Job A Multicultural World: What Does it Mean to "Be Authentic" around the World?......Page 256
PR Casebook: Gun Control Advocates and Opponents Work to Shape Public Opinion......Page 257
Using social media and blogs: Social Media in Action: Changing Nutrition Perceptions about McDonald's......Page 262
Summary......Page 272
Questions for Review and Discussion......Page 273
Media Resources......Page 274
Chapter 10: Conflict Management and Crisis Communication......Page 275
Strategic Conflict Management......Page 276
The Role of Public Relations in Managing Conflict......Page 278
It Depends—A System for Managing Conflict......Page 282
It Depends: Two Basic Principles......Page 283
A Matrix of Contingency Factors......Page 284
The Contingency Continuum......Page 285
Proactive Phase......Page 286
Recovery Phase......Page 287
Issues Management......Page 288
On the Job Insights: The Issues Management Process......Page 289
Conflict Positioning and Risk Communication......Page 290
Variables Affecting Risk Perceptions......Page 291
What is a Crisis?......Page 292
On the Job Social Media in Action: Social Media Plays Crucial Role after Tornado......Page 293
Strategies for Responding to Crises......Page 294
The Three Foundations of Reputation......Page 296
Image Restoration......Page 297
Summary......Page 301
On the Job A Multicultural World: Managing Conflict: Benetton Balances Humanitarian and Business Ideals......Page 280
PR Casebook: Changing Corporate Culture Helps Toyota Turn the Corner......Page 299
Case Activity: Unlikely Coalitions Fight New York over Soda Ban......Page 302
Media Resources......Page 303
Chapter 11: Audiences......Page 304
A Multicultural Nation......Page 305
Reaching Ethnic Audiences......Page 306
Hispanics......Page 308
On the Job Social Media in Action: Pampers Makes Every Hispanic Baby Special......Page 309
On the Job Insights: The Diversity of Education and Income......Page 312
The Millennial Generation......Page 315
Baby Boomers......Page 316
Seniors......Page 317
Women......Page 318
On the Job Social Media in Action: Potty Humor for Moms......Page 319
Religious Groups......Page 320
On the Job Ethics: Lowe's Stumbles on Sponsorship of All-American Muslim......Page 323
On the Job Insights: Minorities Assure Obama's Election......Page 307
On the Job A Multicultural World: Pepsi Sponsors Global Latin Music Concert......Page 310
On the Job Insights: Art Connects Cruise Ship Line with African Americans......Page 311
On the Job Insights: Communicating with Multicultural Groups......Page 314
PR Casebook: Ben & Jerry's Celebrates Same-Sex Marriage......Page 321
Summary......Page 324
Questions for Review and Discussion......Page 325
Media Resources......Page 326
Chapter 12: Laws and Applications......Page 327
A Sampling of Legal Problems......Page 328
On the Job A Multicultural World: MillerCoors Faces Controversy in a Long-Held Sponsorship......Page 329
Avoiding Libel Suits......Page 330
Employee Communication......Page 331
Product Publicity and Advertising......Page 332
Media Inquiries about Employees......Page 333
Copyright Law......Page 334
Fair Use versus Infringement......Page 335
The Rights of Freelance Writers......Page 336
Copyright Guidelines......Page 337
Trademark Law......Page 338
The Protection of Trademarks......Page 340
The Problem of Trademark Infringement......Page 341
Misappropriation of Personality......Page 342
Federal Trade Commission......Page 343
Securities and Exchange Commission......Page 345
Federal Communications Commission......Page 347
The Food and Drug Administration......Page 348
Equal Employment Opportunity Commission......Page 349
Nike's Free Speech Battle......Page 350
Surfing the Internet......Page 351
Liability for Sponsored Events......Page 352
On the Job Insights: Are Conversations Between Public Relations Pros and their Clients Legally Protected?......Page 353
On the Job Social Media in Action: The FTC Tackles Undisclosed Celebrity Social Media Endorsements......Page 344
PR Casebook: Coca-Cola Fights Legal Battles on Regulatory and Consumer Fronts......Page 355
Summary......Page 356
Media Resources......Page 357
Chapter 13: Internet and Social Media: Role & Scope in Public Relations......Page 358
The Internet: Pervasive in Our Lives......Page 359
The World Wide Web......Page 360
Making a Website Interactive......Page 363
Webcasts......Page 364
Podcasts......Page 365
Blogs: Everyone Is a Journalist......Page 366
On the Job Ethics: The Rules of Social Engagement......Page 368
The Tsunami of Social Media......Page 369
On the Job Insights: Some Misconceptions About Being a Social Media Manager......Page 371
Twitter: Saying It in 144 Characters......Page 374
YouTube: King of Video Clips......Page 377
Flickr and Instagram: Sharing Photos......Page 380
Pinterest......Page 381
The Rising Tide of Mobile-Enabled Content......Page 383
An Ocean of Apps......Page 384
Summary......Page 387
On the Job Insights: Ways that Organizations Use their Websites......Page 362
On the Job Social Media in Action: Marriage Equality Symbol Goes Viral......Page 370
On the Job Insights: Does Justin Bieber Really Have 37 Million Followers?......Page 376
PR Casebook: Social Media Fuel a Solar Decathlon......Page 379
On the Job A Multicultural World: Adidas, Singapore Campaigns Tap Social Media......Page 385
Media Resources......Page 388
Chapter 14: Media Relations Management: Print Media......Page 390
The News Release......Page 391
The Basic Online News Release......Page 392
The Multimedia News Release......Page 395
Publicity Photos and Infographics......Page 397
Infographics......Page 400
Media Kits......Page 401
Mat Releases......Page 402
Two Kinds of Fact Sheets......Page 403
On the Job Ethics: The Blurring Line Between "Earned" and "Paid" Media......Page 405
On the Job Insights: Working with "Citizen" Journalists......Page 409
Online Newsrooms......Page 410
Media Interviews......Page 412
The Print Interview......Page 413
On the Job Social Media in Action: Samsung Smartphone has Media's Number......Page 414
Planning and Conducting a News Conference......Page 415
Media Tours......Page 416
Press Parties......Page 417
On the Job A Multicultural World: Sensitivity Required for Global News Releases......Page 394
On the Job Insights: Media Relations: How to Get a Date with a Reporter......Page 407
PR Casebook: A Successful Pitch Pays Dividends......Page 408
Summary......Page 418
Questions for Review and Discussion......Page 419
Media Resources......Page 420
Chapter 15: Media Relations Management: Electronic Media......Page 421
Radio......Page 422
On the Job A Multicultural World: Broadcast Media has Large Hispanic Audience......Page 423
Radio PSAs......Page 425
Radio Media Tours......Page 427
Television......Page 428
Video News Releases......Page 429
Television PSAs......Page 431
PR Casebook: Video PSA Warns About Use of Decorative Contact Lenses......Page 432
News Feeds......Page 433
On the Job Insights: Guidelines for a Satellite Media Tour......Page 434
Talk Shows......Page 435
Magazine Shows......Page 436
Pitching a Guest Appearance......Page 437
Product Placements......Page 438
Issues Placement......Page 440
On the Job Social Media in Action: Brand Journalism Extends the Reach of Television......Page 441
On the Job Insights: Radio PSAs Should Have Varying Lengths......Page 426
On the Job Ethics: Should Television Guests Reveal Their Sponsors?......Page 439
Summary......Page 442
Questions for Review and Discussion......Page 443
Media Resources......Page 444
Chapter 16: Event Management......Page 445
Planning......Page 446
Program......Page 451
Banquets......Page 452
On the Job Insights: Making a Budget for a Banquet......Page 454
Receptions and Cocktail Parties......Page 455
Open Houses and Plant Tours......Page 458
Planning......Page 459
Program......Page 461
Exhibit Booths......Page 463
Pressrooms and Media Relations......Page 464
Promotional Events......Page 465
Using Celebrities to Attract Attendance......Page 466
Planning and Logistics......Page 467
On the Job Insights: A Job Listing for an Events Manager......Page 447
PR Casebook: Solid Promotional Strategy Makes Picasso a Hit in Seattle......Page 448
On the Job Insights: How to Plan a Meeting......Page 449
On the Job Insights: Asking the Right Questions After an Event......Page 457
On the Job Social Media in Action: Making Reservations on the Web......Page 462
On the Job A Multicultural World: Beer, Rum, Vibrators, and Garlic: The World of Promotional Events......Page 468
On the Job Insights: Corporate Sponsorships: Another Kind of Event......Page 469
Summary......Page 470
Media Resources......Page 471
Chapter 17: Communicating Corporate Affairs......Page 472
Today's Modern Corporation ......Page 473
The Role of Public Relations......Page 476
On the Job Insights: Study Finds Trust in Leaders is Low......Page 478
Customer Relations......Page 480
Reaching Diverse Markets......Page 481
On the Job Social Media in practice: Duke Energy Uses Social Media to Tell Its Story......Page 482
Consumer Boycotts......Page 484
Employee Relations......Page 486
Layoffs......Page 487
Marketing Communication......Page 488
Product Placement......Page 489
Cause-Related Marketing......Page 490
Corporate Sponsorships......Page 491
Viral Marketing......Page 492
Corporate Philanthropy......Page 494
PR Casebook: Wal-mart Scandal Highlights Role of Investor Activists......Page 474
On the Job Insights: Boycotts Come From All Directions......Page 485
On the Job Insights: Nudist Group Makes Pitch for Corporate Sponsors......Page 496
Summary......Page 497
Media Resources......Page 498
Chapter 18: Public Relations in Entertainment, Sports, and Tourism......Page 500
The Cult of Celebrity......Page 501
The Public's Fascination with Celebrities......Page 503
The Work of a Publicist......Page 504
On the Job Insights: How to Promote a Play......Page 507
Community Relations......Page 508
The Tourism Industry......Page 510
Appeals to Target Audiences......Page 512
On the Job Insights: How Many "Freebies" to Accept?......Page 514
On the Job social media in action: A Royal Birth Generates Record Coverage......Page 502
On the Job Insights: Wanted: A Press Coordinator for a Network......Page 505
On the Job Insights: The Super Bowl: An Economic Engine on Steroids......Page 509
On the Job A Multicultural World: Chinese Tourists Flood the World......Page 511
On the Job Insights: Fifty Shades of Travel Promotion......Page 513
PR Casebook: Poop on the Deck: Carnival Cruise Line Has a Crisis......Page 516
Summary......Page 517
Media Resources......Page 518
Chapter 19: Public Relations in Government......Page 520
Basic Purposes of Government Public Relations......Page 521
PR Casebook: Election Campaign Team Turns Policy Campaign Team After Obama's Re-Election......Page 522
The White House......Page 523
Congress......Page 524
Federal Agencies......Page 525
State Governments......Page 530
Local Governments......Page 532
The Case for Government Public Information and Public Affairs......Page 533
Government Relations by Corporations......Page 534
Lobbying......Page 536
Pitfalls of Lobbying......Page 538
Grassroots Lobbying......Page 539
Election Campaigns......Page 540
On the Job Insights: "Partnership" Stretches Federal Funds......Page 526
On the Job social media in action: Centers for Disease Control and Prevention Get Help From Zombies......Page 529
On the Job Insights: Google Flexes Its Muscle in Washington......Page 535
On the Job Ethics: Student Loan Industry Engages In "Aggressive" Lobbying......Page 537
Summary......Page 542
Questions for Review and Discussion......Page 543
Media Resources......Page 544
Chapter 20: Global Public Relations in an Interdependent World......Page 545
Development in Other Nations......Page 546
The New Age of Global Marketing......Page 550
Language and Cultural Differences......Page 552
On the Job Insights: Traveling Abroad? How to Make a Good Impression......Page 555
U.S. Corporations in Other Nations......Page 556
Public Relations by Governments......Page 561
American Public Diplomacy......Page 567
Opportunities in International Work......Page 568
On the Job A Multicultural World: Reaching Out to the Muslim World......Page 553
On the Job Insights: English Is the World's Dominant Language......Page 554
On the Job Ethics: Would You Buy a T-Shirt Made in Bangladesh?......Page 558
PR Casebook: NGO Campaign Goes After Fishing Subsidies......Page 560
On the Job Social Media in Action: Wars and Conflict: Governments Enlist Social Media as a Weapon......Page 562
On the Job Insights: U.S. Firms Represent a Variety of Nations......Page 563
On the Job Insights: A CNN Report on Kazakhstan: News or Propaganda?......Page 564
On the Job Insights: China's Educational Outreach to the World......Page 566
Summary......Page 569
Questions for Review and Discussion......Page 570
Media Resources......Page 571
Chapter 21: Public Relations in Non-Profit, Health, and Education Sectors......Page 572
Competition, Conflict, and Cooperation......Page 573
Professional Associations......Page 575
Labor Unions......Page 576
Chambers of Commerce......Page 577
Public Relations Tactics......Page 579
Foundations......Page 580
Cultural Groups......Page 581
Public Relations Tactics......Page 582
Hospitals......Page 583
Health Agencies......Page 584
On the Job social media in action: Need Info about Sex?: Text a Question......Page 585
Colleges and Universities......Page 586
Key Publics......Page 587
Motivations for Giving......Page 589
Fund-Raising Methods......Page 591
On the Job A Multicultural World: Global Strategic Communication Helps African Females Avoid Brutality......Page 574
On the Job Ethics: Chamber of Commerce Tempers Its Position on Global Climate Change......Page 578
On the Job Insights: Universities Tap Alumni Through Social Media......Page 588
On the Job Insights: Charitable Donations Top $316 Billion......Page 590
Summary......Page 594
Questions for Review and Discussion......Page 595
Media Resources......Page 596
Directory of Useful Web Sites......Page 597
Bibliography of Selected Books, Directories, Databases, and Periodicals......Page 598
Index......Page 605
Credits......Page 621