Public Relations: The Profession and the Practice

Title
Contents
Part 1 The Profession
	1 The Nature of Public Relations
		PREVIEW
		WHAT IS PUBLIC RELATIONS?
			A Working Defi nition
			Public Relations Practitioners’ Work
		■ Spotlight 1.1: PRSA Offi cial Statement on Public Relations
		DEVELOPING RELATIONSHIPS BASED ON TWO-WAY COMMUNICATION
		INFLUENCING GROUPS, POLICIES, AND ISSUES
		THE PUBLICS IN PUBLIC RELATIONS
		USING COMMUNICATION SKILLS EFFECTIVELY
		DISTINGUISHING PUBLIC RELATIONS FROM RELATED FIELDS
		PUBLIC RELATIONS PROFESSIONALS AT WORK
		THE MANAGEMENT AND LEADERSHIP FUNCTIONS OF PUBLIC RELATIONS
			Advancing Socially Responsible Behavior
			Public Relations Leaders and Decision Making
		PUBLIC RELATIONS CHALLENGES
		CRISIS COMMUNICATION
		■ Mini-Case 1.1: Crisis Management: Chinese Toys Found to Be Fatal for Kids
		SOCIAL MEDIA
		PUBLIC RELATIONS AND GLOBAL MARKETS
		THE CHANGING INSTITUTION OF PUBLIC RELATIONS
			Rethinking Internal Communication
			Changing Organizational Structures and Settings
		THE SCOPE OF THE PUBLIC RELATIONS INDUSTRY
		A PROFILE OF PUBLIC RELATIONS PRACTITIONERS
			Education
			Salaries
		■ Spotlight 1.2: Public Relations Student Society of America
			Age and Gender
		■ Case Study: The Intern Assignment
		SUMMAR Y
		KEY TERMS
		NOTES
	2 The History of Public Relations
		PREVIEW
		RHETORICIAN AND PRESS AGENT TRADITION
			American Antecedents to Public Relations
			Public Relations in a Young Nation
			P. T. Barnum and Press Agentry
			The Downside of Press Agentry
		JOURNALISTIC AND PUBLICITY TRADITION
			Early Public Relations Consultants
			Not-for-Profi t Organizations and Social Movements
			Early Corporate Communications Departments
			Early Government Public Relations
		THE PERSUASIVE COMMUNICATION CAMPAIGN TRADITION
			The Creel Committee
			Edward Bernays
		RELATIONSHIP-BUILDING AND TWO-WAY COMMUNICATION TRADITION
			Arthur Page
			The Depression and World War II
			Post–World War II
		■ Spotlight 2.1: Public Relations Pioneers
		■ Mini-Case 2.1: Carl Byoir and FDR
			Harold Burson
			Moss Kendrix
		■ Spotlight 2.2: First Lady of Public Relations
			Professionalization of the Field
			New Stakeholder Groups
		■ Spotlight 2.3: Conceptual Traditions in Public Relations
		THE GLOBAL INFORMATION SOCIETY
			The Internet to Social Media
			Global Communication Demands
			Proliferating Communication Channels
		■ Case Study: Wreck on the Pennsylvania Railroad, 1906
		SUMMARY
		KEY TERMS
		NOTES
	3 A Theoretical Basis for Public Relations
		PREVIEW
		THEORY DEFINED
		THEORIES OF RELATIONSHIPS
			Systems Theory
		■ Spotlight 3.1: Pat Jackson’s Lasting Contribution to Public Relations
			Situational Theory
		■ Spotlight 3.2: James E. Grunig
		THEORIES OF PERSUASION AND SOCIAL INFLUENCE
			Social Exchange Theory
		■ Mini-Case 3.1: DaimlerChrysler: Road Ready Teens
			Diffusion Theory
			Social Learning Theory
		THEORIES OF MASS COMMUNICATION
			Uses and Gratifi cations Theory
			Framing Theory
			Agenda Setting Theory
		PUBLIC RELATIONS ROLES
		■ Spotlight 3.3: Theories Used in Public Relations
		MODELS OF PUBLIC RELATIONS
		APPROACHES TO CONFLICT RESOLUTION
		■ Case Study: Ben and Jerry’s “Hubby Hubby” Campaign
		SUMMARY
		KEY TERMS
		NOTES
	4 Law and Ethics
		PREVIEW
		THE LEGAL ENVIRONMENT
			First Amendment Rights and Limits
		■ Mini-Case 4.1: Dealing with Cybersmearers
			Government Regulatory Agencies
			General Business Regulations
			Legal Considerations Surrounding the Internet
			Litigation Public Relations
		THE ETHICAL ENVIRONMENT
		■ Spotlight 4.1: Emotional Intelligence in Public Relations Practice
			Ethics as Standards of Social Conduct
			Individual Ethics
			Business Ethics
		Establishing Standards for a Developing Profession
		The PRSA Code
		■ Spotlight 4.2: PRSA Code of Professional Standards for the Practice of Public Relations
			The IABC Code
			The Question of Licensure
			■ Spotlight 4.3: IABC Code of Ethics for Professional Communicators
		■ Case Study: JetBlue Faces Legal and Ethical Dilemmas with Its Exiting Flight Attendant
		SUMMARY
		KEY TERMS
		NOTES
Part 2 The Process
	5 Research: Understanding Public Opinion
		PREVIEW
		THE NEED FOR RESEARCH IN PUBLIC RELATIONS
			Integrating Case Study: Cedar Springs Community Hospital, Segment 1
		PROVING THE WORTH OF PUBLIC RELATIONS
			Preliminary Research Techniques
			Formal, Scientifi c Research Techniques
		■ Mini-Case 5.1: Memphis Image Survey Summary
			Collecting Formal Research Data
		MEASURING PUBLIC OPINION
			Mass Opinion
			Public Opinion
			Identifying Publics
			Environmental Monitoring
		SPECIAL PUBLIC RELATIONS RESEARCH TECHNIQUES
			The Public Relations Audit
			Organizational Image Surveys
			Communication Audits
			Usability Research
		■ Spotlight 5.1: Research Terms in Lay Language
			Social Audits
		■ Case Study: University Blood Drive
		SUMMAR Y
		KEY TERMS
		NOTES
	6 Strategic Planning for Public Relations Effectiveness
		PREVIEW
		STRATEGIC PLANNING
			Integrating Case Study: Cedar Springs Community Hospital, Segment 2
		IMPORTANCE OF PLANNING
		FUNDAMENTALS OF PUBLIC RELATIONS PLANNING
		ELEMENTS OF PLANNING
			Campaign Plans (Single Use)
		■ Spotlight 6.1: The Rhode Island Department of Health Campaign Plan to Encourage Breast Cancer Screening
		■ Spotlight 6.2: Public Relations by Objectives
			Planning by Objectives
			Standing Plans
		■ Mini-Case 6.1: The Inevitable Tragedy: NASA’s Emergency Planning
		■ Case Study: Kodak Galleries
		SUMMAR Y
		KEY TERMS
		NOTES
	7 Action and Communication
		PREVIEW
		PUBLIC RELATIONS IN ACTION
			Integrating Case Study: Cedar Springs Community Hospital, Segment 3
			Infl uencing Management Decisions
		■ Mini-Case 7.1: The Pepsi Hoax
			Diffusing Information
			Facilitating the Adoption Process
			Designing the Public Relations Matrix
		THE PRACTITIONER AS A COMMUNICATOR
			Principles of Effective Writing
		■ Spotlight 7.1: Tips for Effective Writing
			Media Selection
		■ Spotlight 7.2: Internet Writing Guidelines
			Social Media and “Buzz”
		■ Spotlight 7.3: 33 Guidelines for Effective Web Sites Based upon Usability Research
		HOW TO BE HEARD
			Attention (Selective Attention)
			Understanding (Selective Perception)
			Retention and Action (Selective Retention and Action)
		■ Case Study: University Hospital
		SUMMAR Y
		KEY TERMS
		NOTES
	8 Evaluating Public Relations Effectiveness
		PREVIEW
		EVALUATION FOR PUBLIC RELATIONS PROGRAMS AND ACTIVITIES
		TRADITIONAL EVALUATION
		THE NEED FOR EVALUATION RESEARCH
			Integrating Case Study: Cedar Springs Community Hospital, Segment 4
		MEASURING THE WORTH OF PUBLIC RELATIONS EFFORTS
		■ Mini-Case 8.1: The Importance of Evaluation
			Measurements That Matter
			Measurement Strategies
			Sources of Measurement Error
		CLOSED-SYSTEM EVALUATION
			Pretest/Posttest Design
			Disadvantages of the Closed-System Method
		OPEN-SYSTEM EVALUATION
			The Short-Term and Continuing Approaches
			An Open-System Plan in Actual Practice
		EVALUATING WORD-OF-MOUTH/SOCIAL MEDIA
		■ Case Study: River City Symphony
		SUMMAR Y
		KEY TERMS
		NOTES
Part 3 The Publics
	9 Social Media and Traditional Media Relations
		PREVIEW
		MEDIA RELATIONS
		THE RELATIONSHIP BETWEEN JOURNALISTS AND PR PRACTITIONERS
		Mini-Case 9.1: ■ Fatal Tiger Attack at San Francisco Zoo
			The Public Relations Practitioner’s View of the Journalist
			Mutual Dependence
			Media Catching
			Building Positive Relationships
		UNDERSTANDING THE MEDIA
		TRADITIONAL MEDIA
			Newspapers
			Newswires
			Magazines
			Radio
			Network, Cable, and Satellite Television
			Online News Outlets
		■ Spotlight 9.1: Effective Media Relations in the Blogosphere
		SOCIAL MEDIA
			Social Networking
			■ Spotlight 9.2: Social Media Terms
		WORKING WITH THE MEDIA
			Preparing to Meet the Media
			Dealing with the News Media
			Research and Planning in Media Relations
		COMMUNICATION TOOLS
			News Releases
			Packaging and Distributing News Releases
		■ Spotlight 9.3: Social Media Success
			Organizing Press or News Conferences
		INCORPORATING ONLINE SOCIAL MEDIA TOOLS
			Wikis, Intranets, and Extranets
		CRISIS COMMUNICATION
		■ Mini-Case 9.2: Katrina Reveals Good, Bad, Ugly of Media Relations
		■ Case Study: General Motors Goes Social with a Financial Crisis
		SUMMARY
		KEY TERMS
		NOTES
	10 Employee Communication
		PREVIEW
		■ Mini-Case 10.1: Best Buy Employees Get the Job Done Their Way
		THE ROLE OF EMPLOYEE COMMUNICATION
		THE CONCEPT OF ORGANIZATIONAL CULTURE
			Establishing Communication Policy
			Organizational Change
		THE IMPORTANCE OF EMPLOYEE COMMUNICATION
			Special Employee Communication Situations
		THE MEDIA OF EMPLOYEE COMMUNICATION
			Objectives of Internal Media
			Starting Internal Media
			Controlling Internal Media
			Occasional and Special Media
		■ Spotlight 10.1: Must-Read Blogs for Employee Communicators
		■ Case Study: Communicating with an Organization of Achievement Addicts
		SUMMAR Y
		KEY TERMS
		NOTES
	11 Communit y Relations
		PREVIEW
		THE IMPORTANCE OF COMMUNITY RELATIONS
		■ Spotlight 11.1: Kodak’s Commitment to Community During Transformation
		THE COMMUNITY RELATIONS PROCESS
			Determining Objectives
			Knowing the Community
			Guidelines for Effective Community Relations Programs
			Communicating with Communities
			Channels of Communication
		SPECIFIC FUNCTIONS OF COMMUNITY RELATIONS
			When an Organization Moves, Relocates, and Closes
			Criteria for Community Relations Activities
			Local Government and Political Action
			Corporate Social Responsibility and Philanthropy
		■ Mini-Case 11.1: Thousands of Deloitte Professionals Worldwide Take Part in IMPACT Day
		THE EMERGING CHALLENGE OF COMMUNITY ACTIVISM
		■ Case Study: Love Is Respect: National Campaign Offers Teenagers, Young Adults Support Against Abuse on the Community Level
		SUMMAR Y
		KEY TERMS
		NOTES
	12 Consumer Relations and Marketing
		PREVIEW
		CONSUMER RELATIONS BRIDGES THE CORPORATION AND THE CONSUMER
			The Challenges of Consumer Relations
			Know Your Consumer
		PUBLIC RELATIONS AND CONSUMER RELATIONS
			Consumer Information and Education
			Unfair and Deceptive Practices
			Handling Consumer Complaints
			Technology and Complaints
			Marketing and Complaints
			The Corporate Liaison
		TEAMING PUBLIC RELATIONS WITH MARKETING
			Public Relations and Social Media
			Establishing Your Company as a Good Corporate Citizen
		THE STARTING POINT
		APPLYING PUBLIC RELATIONS TECHNIQUES TO MARKETING
			Product and Service Design
			Distribution
			Communication
		■ Mini-Case 12.1: Dreyer’s “A Taste of Recovery” Campaign
			Integrating Disciplines and Technology
		■ Spotlight 12.1: Public Relations Tactics to Support Consumer Relations and Marketing Efforts
		■ Case Study: Häagen-Dazs Loves Honey Bees
		SUMMAR Y
		KEY TERMS
		NOTES
	13 Investor Relations
		PREVIEW
		DEFINING EVENTS
		■ Spotlight 13.1: Internal Public Relations Lessons Learned from Enron Inc.
		GROWING INTEREST IN INVESTOR RELATIONS
		MAINTAINING INVESTOR CONFIDENCE
			Characteristics of a Corporate Communications Strategy
			Specifi c Objectives for Practitioners
		■ Mini-Case 13.1: Afl ac “Say on Pay”
		PROVIDING PUBLIC INFORMATION
			SEC Regulations
			Sarbanes-Oxley Act
			Stock Exchange Policies
			The Disclosure Issue
		CRISIS ISSUES IN INVESTOR RELATIONS
			The Tender Offer
			The Proxy Fight
		FINANCIAL RELATIONS PROFESSIONALS
		AUDIENCES FOR INVESTOR RELATIONS
			Individual Stockholders
			Financial Analysts
			The Financial Media
		COMMUNICATION STRATEGIES IN INVESTOR RELATIONS
			Annual Meetings
			Annual Reports
		■ Case Study: Computer Widget Company of North America
		SUMMARY
		KEY TERMS
		NOTES
Part 4 The Practice
	14 Public Affairs: Relations with Government
		PREVIEW
			PUBLIC AFFAIRS
			WHAT IS PUBLIC AFFAIRS?
		PUBLIC AFFAIRS FOR NOT-FOR-PROFIT ORGANIZATIONS
		■ Mini-Case 14.1: Even a Corporate Icon Must Have Vigilant Public Affairs
		PUBLIC AFFAIRS IN BUSINESS
		PUBLIC AFFAIRS TASKS
		UNDERSTANDING THE POLITICAL SYSTEM
			Electoral Activities
			Legislative Activities
			Politicking from the Grass Roots
			Regulatory Activities
			State and Local Public Affairs
			Internal Political Communication
		GOVERNMENTAL PUBLIC AFFAIRS
			Background of Public Relations in American Government
			Importance and Scope of Governmental Public Relations
			Function of Governmental Public Relations
			Practice of Governmental Public Relations
			Using the Internet
			Public Relations and Political Campaigns
		■ Case Study: The U.S. Air Force Honors Fallen Heroes
		SUMMARY
		KEY TERMS
		NOTES
	15 Public Relations in Nonprofi t Organizations
		PREVIEW
		FOR-PROFIT VERSUS NONPROFIT ORGANIZATIONS
		THE NONPROFIT ENVIRONMENT
			Social Ventures
		THE PRACTICE OF NONPROFIT PUBLIC RELATIONS
			Health and Human Services
			Membership Associations
			Educational Institutions
			Religious Public Relations
			Other Nonprofi t Sectors
		PUBLIC RELATIONS CHALLENGES FACED BY NONPROFITS
			Gaining Recognition in a Crowded Environment
			Competing for Resources
			Weathering Crises and Scandals
			Managing Multiple Publics
			Balancing Multiple Bottom Lines
			Building a Brand and an Identity
		■ Mini-Case 15.1: A Nonprofi t Evaluates the Challenges of Creating a Recognized National Identity
		SUCCESS FACTORS FOR NONPROFIT PUBLIC RELATIONS
			Focus on Mission
			Strong Internal Public Relations
		■ Spotlight 15.1: Leveraging Resources to Gain National Visibility
			External Public Relations That Unify
			Active Participation of Board Members
		EVALUATING NONPROFIT PUBLIC RELATIONS
		■ Case Study: NRANews.com: A Case Study in “Branded News”
		SUMMARY
		KEY TERMS
		NOTES
	16 Corporate Public Relations
		PREVIEW
		OVERVIEW OF CORPORATE PUBLIC RELATIONS
		THE STRUCTURE OF CORPORATE PUBLIC RELATIONS
			A Corporation’s Publics
			The Role of the CEO in Corporate Public Relations
			Public Relations Specialties
			Public Relations Activities
			The Role of the Corporate Communicator and Its Agencies
			The Role of Public Relations in Multinational Corporations
		■ Spotlight 16.1: 10 Best Practices for Global Communications
			Corporate Public Relations Budgets
			Tactics Used by Corporate Public Relations
		CORPORATE CREDIBILITY AND REPUTATION
		■ Mini-Case 16.1: Goldman Sachs Faces an Uphill Battle in Trying to Restore Its Reputation
			The Challenge of Earning a Good Reputation
		Restoring Credibility
		Consumer Relations
		Promoting Public Understanding
		Technology and Corporate Public Relations
		Corporate Social Responsibility
		■ Case Study: Announcement of Expansion, New Green Jobs Positions Corporation as Regional Leader
		SUMMARY
		KEY TERMS
		NOTES
Appendix 1: Writing
Appendix 2: Speechmaking, by Dan Reines
Appendix 3: Video
Glossary
Credits
Index