Public relations: strategies and tactics

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