Handbook of Public Relations / Edition 1

Handbook of Public Relations / Edition 1

by Robert L. Heath
     
 

ISBN-10: 076191286X

ISBN-13: 9780761912866

Pub. Date: 08/30/2000

Publisher: SAGE Publications

The Handbook of Public Relations offers a comprehensive and detailed examination of the field. It gives scholars, practitioners, and students a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationship between organizations, markets, audiences, and publics.

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Overview

The Handbook of Public Relations offers a comprehensive and detailed examination of the field. It gives scholars, practitioners, and students a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationship between organizations, markets, audiences, and publics.

Product Details

ISBN-13:
9780761912866
Publisher:
SAGE Publications
Publication date:
08/30/2000
Edition description:
Older Edition
Pages:
816
Product dimensions:
7.00(w) x 10.00(h) x 1.69(d)

Related Subjects

Table of Contents

Preface
Sect. 1Defining the Discipline: Shifting Foundations: Public Relations as Relationship Building1
1Two-Way Symmetrical Public Relations: Past, Present, and Future11
2A Rhetorical Enactment Rationale for Public Relations: The Good Organization Communicating Well31
3Public Relations and Community: A Reconstructed Theory Revisited51
4Cultural Topoi: Implications for Public Relations61
5Updating Public Relations: "New Science," Research Paradigms, and Uneven Developments75
6In Search of a Metatheory for Public Relations: An Argument for Communitarianism93
7Interpersonal Communication and Public Relations105
8Public Relations Field Dynamics115
9Bringing Publics Into Public Relations: New Theoretical Frameworks for Practice127
10Research Perspectives on "the Public"139
11Public Relations and Crisis Communication: Organizing and Chaos155
12Public Relations as Contested Terrain: A Critical Response167
Sect. 2Defining the Practice: The Dynamics of Change in Public Relations Practice183
13The Mystery Of Public Relations: Unraveling Its Past, Unmasking Its Future189
14Defining the Relationship Between Public Relations and Marketing: Public Relations' Most Important Challenge205
15Extending Strategic Planning to Communication Tactics215
16Public Relations and the Question of Professionalism223
17How Feminist Theory Advanced the Practice of Public Relations237
18Public Relations Law247
19Integrating Planning and Evaluation: Evaluating the Public Relations Practice and Public Relations Programs259
20Media Effects Research for Public Relations Practitioners269
21Stewardship: The Fifth Step in the Public Relations Process279
22Activism291
23Public Relations and Conflict Resolution301
24Public Relations and the Ecology of Organizational Change311
25The Centrality of Organizational Legitimacy to Public Relations Practice321
26Issues Management: The Paradox of the 40-Year U.S. Tobacco Wars335
27Using the Collapse Model of Corporate Image for Campaign Message Design347
28The Workplace, Undergraduate Education, and Career Preparation: The Public Relations Academic and Practitioner Views357
29Accreditation: Is There Access to the Process for All Public Relations Academic Programs - If Desired?369
30Case Studies and Their Use in Public Relations381
31Public Relations and Social Responsibility389
32Public Relations Ethics: An Overview and Discussion of Issues for the 21st Century403
33Ethics in Public Relations: Theory and Practice411
34Public Relations Between Universality and Particularity: Toward a Moral-Philosophical Conception of Public Relations Ethics423
35The Measurement of Ethics: Instruments Applicable to Public Relations435
Sect. 3In Search of Best Practices: Learning Best Practices From Experience and Research441
36A New Order for Public Relations: Goodbye Cost Center, Hello Profit Center445
37Best Practices in the Public Relations Agency Business451
38Strategic Media Planning: Toward an Integrated Public Relations Media Model461
39Improving Corporate and Organization Communications: A New Look at Developing and Implementing the Communication Audit471
40Crisis Communication: A Review of Some Best Practices479
41Anticipatory Model of Crisis Management: A Vigilant Response to Technological Crises487
42Corporate Apologia: When an Organization Speaks in Defense of Itself501
43Race and Reputation: Restoring Image Beyond the Crisis513
44Relationships Within Communities: Public Relations for the New Century521
45Managing Community Relationships to Maximize Mutual Benefit: Doing Well by Doing Good527
46Educational Public Relations535
47Strength in Diversity: The Place of Public Relations in Higher Education Institutions543
48Sports Information Directing: A Plea for Helping an Unknown Field551
49Political Power Through Public Relations557
50Labor and Public Relations: The Unwritten Roles565
51Public Relations in the Health Care Industry571
Sect. 4Public Relations in Cyberspace: The Frontier of New Communication Technologies579
52Cyberspin: The Use of New Technologies in Public Relations583
53On-Line Research Techniques for the Public Relations Practitioner591
54Public Relations and New Media Technology: The Impact of the Internet603
55The Development of a Structuration Analysis of New Publics in an Electronic Environment615
Sect. 5Globalizing Public Relations: Globalization - The Frontier of Multinationalism and Cultural Diversity625
56International Public Relations: Opportunities and Challenges for the 21st Century629
57Effective Public Relations in the Multinational Organization639
58International Public Relations: A Focus on Pedagogy649
59New Zealand Perspectives on Public Relations659
60The Development of Public Relations in China, Russia, and the United States665
61The Changing Shape of Public Relations in the European Union675
62Middle East Public Relations: A New Frontier in the United States685
References691
Index771
About the Contributors791

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