Handbook of Public Relations / Edition 1

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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.

"...defines the field, examines the state of the practice, challenges academics & practitioners to identify the best daily activities of PR professionals, discusses the new communication technology, and examines global PR theories."

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Editorial Reviews

Booknews
This handbook offers a detailed examination of the field of public relations. It reviews the status of the scholarly literature, stressing the role that public relations can play in building relationships between organizations, markets, audiences, and publics. Heath (communications, U. of Houston, director of the Institute of the Study of Issues Management, and advisory director of Research for Bates Churchill Southwest) presents 61 contributions that define the field and explain the role public relations plays in society; examine cutting edge issues of management, ethics, gender, evaluation, public relations education, and media; challenge academics and practitioners to identify best practices that shape daily activities; discuss the challenges of new communication technology; and provide a global view of the theories in international public relations as well as the trends in practice that will shape the field in coming years. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Choice Magazine
"This handbook provides a comprehensive examination and review of the theory, academic research, and professional practices of the public relations discipline. Ninety leading scholars and practitioners from around the world provide insights into the historical and changing role of public relations in building relationships with ‘organizations, markets, audiences, and publics’ . . . . The extensive bibliography includes more than 2000 references, some multidisciplinary, which serve to enhance understanding of public relations. The detailed index is user friendly. A must for academic collections serving scholars, practitioners and students, upper-level undergraduate and graduate "
CHOICE
"This handbook provides a comprehensive examination and review of the theory, academic research, and professional practices of the public relations discipline. Ninety leading scholars and practitioners from around the world provide insights into the historical and changing role of public relations in building relationships with ‘organizations, markets, audiences, and publics’ . . . . The extensive bibliography includes more than 2000 references, some multidisciplinary, which serve to enhance understanding of public relations. The detailed index is user friendly. A must for academic collections serving scholars, practitioners and students, upper-level undergraduate and graduate "
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Product Details

  • ISBN-13: 9780761912866
  • Publisher: SAGE Publications
  • Publication date: 8/1/2000
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 820
  • Product dimensions: 7.00 (w) x 10.00 (h) x 1.69 (d)

Meet the Author

Robert L. Heath, professor emeritus of communication at the University of Houston, is an internationally recognized authority on public relations, crisis communication, issues management, risk communication, and business-to-business communication. He has published many award-winning books, including The SAGE Handbook of Public Relations (2010), Handbook of Risk and Crisis Communication (2009), Strategic Issues Management (2nd ed., 2009), Rhetorical and Critical Approaches to Public Relations II (2009), and Terrorism: Communication and Rhetorical Perspectives (2008).

Heath has 3 decades' experience in corporate communication and positioning research. He has conducted research on risks related to various hazards, including those associated with chemical manufacturing and community right-to-know—key themes in community relations. In addition, he has published more than 100 chapters and articles and serves on the editorial and reviewer panels of several premier academic journals. He has received many honors from public relations professionals and academic associations and has lectured nationally and internationally on a wide array of topics.

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Table of Contents

Preface
Sect. 1 Defining the Discipline: Shifting Foundations: Public Relations as Relationship Building 1
1 Two-Way Symmetrical Public Relations: Past, Present, and Future 11
2 A Rhetorical Enactment Rationale for Public Relations: The Good Organization Communicating Well 31
3 Public Relations and Community: A Reconstructed Theory Revisited 51
4 Cultural Topoi: Implications for Public Relations 61
5 Updating Public Relations: "New Science," Research Paradigms, and Uneven Developments 75
6 In Search of a Metatheory for Public Relations: An Argument for Communitarianism 93
7 Interpersonal Communication and Public Relations 105
8 Public Relations Field Dynamics 115
9 Bringing Publics Into Public Relations: New Theoretical Frameworks for Practice 127
10 Research Perspectives on "the Public" 139
11 Public Relations and Crisis Communication: Organizing and Chaos 155
12 Public Relations as Contested Terrain: A Critical Response 167
Sect. 2 Defining the Practice: The Dynamics of Change in Public Relations Practice 183
13 The Mystery Of Public Relations: Unraveling Its Past, Unmasking Its Future 189
14 Defining the Relationship Between Public Relations and Marketing: Public Relations' Most Important Challenge 205
15 Extending Strategic Planning to Communication Tactics 215
16 Public Relations and the Question of Professionalism 223
17 How Feminist Theory Advanced the Practice of Public Relations 237
18 Public Relations Law 247
19 Integrating Planning and Evaluation: Evaluating the Public Relations Practice and Public Relations Programs 259
20 Media Effects Research for Public Relations Practitioners 269
21 Stewardship: The Fifth Step in the Public Relations Process 279
22 Activism 291
23 Public Relations and Conflict Resolution 301
24 Public Relations and the Ecology of Organizational Change 311
25 The Centrality of Organizational Legitimacy to Public Relations Practice 321
26 Issues Management: The Paradox of the 40-Year U.S. Tobacco Wars 335
27 Using the Collapse Model of Corporate Image for Campaign Message Design 347
28 The Workplace, Undergraduate Education, and Career Preparation: The Public Relations Academic and Practitioner Views 357
29 Accreditation: Is There Access to the Process for All Public Relations Academic Programs - If Desired? 369
30 Case Studies and Their Use in Public Relations 381
31 Public Relations and Social Responsibility 389
32 Public Relations Ethics: An Overview and Discussion of Issues for the 21st Century 403
33 Ethics in Public Relations: Theory and Practice 411
34 Public Relations Between Universality and Particularity: Toward a Moral-Philosophical Conception of Public Relations Ethics 423
35 The Measurement of Ethics: Instruments Applicable to Public Relations 435
Sect. 3 In Search of Best Practices: Learning Best Practices From Experience and Research 441
36 A New Order for Public Relations: Goodbye Cost Center, Hello Profit Center 445
37 Best Practices in the Public Relations Agency Business 451
38 Strategic Media Planning: Toward an Integrated Public Relations Media Model 461
39 Improving Corporate and Organization Communications: A New Look at Developing and Implementing the Communication Audit 471
40 Crisis Communication: A Review of Some Best Practices 479
41 Anticipatory Model of Crisis Management: A Vigilant Response to Technological Crises 487
42 Corporate Apologia: When an Organization Speaks in Defense of Itself 501
43 Race and Reputation: Restoring Image Beyond the Crisis 513
44 Relationships Within Communities: Public Relations for the New Century 521
45 Managing Community Relationships to Maximize Mutual Benefit: Doing Well by Doing Good 527
46 Educational Public Relations 535
47 Strength in Diversity: The Place of Public Relations in Higher Education Institutions 543
48 Sports Information Directing: A Plea for Helping an Unknown Field 551
49 Political Power Through Public Relations 557
50 Labor and Public Relations: The Unwritten Roles 565
51 Public Relations in the Health Care Industry 571
Sect. 4 Public Relations in Cyberspace: The Frontier of New Communication Technologies 579
52 Cyberspin: The Use of New Technologies in Public Relations 583
53 On-Line Research Techniques for the Public Relations Practitioner 591
54 Public Relations and New Media Technology: The Impact of the Internet 603
55 The Development of a Structuration Analysis of New Publics in an Electronic Environment 615
Sect. 5 Globalizing Public Relations: Globalization - The Frontier of Multinationalism and Cultural Diversity 625
56 International Public Relations: Opportunities and Challenges for the 21st Century 629
57 Effective Public Relations in the Multinational Organization 639
58 International Public Relations: A Focus on Pedagogy 649
59 New Zealand Perspectives on Public Relations 659
60 The Development of Public Relations in China, Russia, and the United States 665
61 The Changing Shape of Public Relations in the European Union 675
62 Middle East Public Relations: A New Frontier in the United States 685
References 691
Index 771
About the Contributors 791
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