ISBN-10:
0205495389
ISBN-13:
2900205495381
Pub. Date:
08/22/2006
Publisher:
Pearson
Public Relations: A Values-Driven Approach, Cases Edition / Edition 3

Public Relations: A Values-Driven Approach, Cases Edition / Edition 3

by David W. Guth
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  • Product Details

    ISBN-13: 2900205495381
    Publisher: Pearson
    Publication date: 08/22/2006
    Edition description: REV
    Pages: 672
    Product dimensions: 6.00(w) x 1.25(h) x 9.00(d)

    Table of Contents

    I. FOUNDATIONS OF PUBLIC RELATIONS.

    1. What Is Public Relations?

    Public Relations: Everywhere you look

    A Profession Gaining In Respect

    Why a Public Relations Career?

    The Public Relations Process

    The Role of Values in Public Relations

    Values-Driven Public Relations

    Discussion Questions

    Memo from the Field: Judith T. Phair, PhairAdvantage Communication

    It’s Your Turn: The Question

    Key Terms

    Notes

    2. Jobs in Public Relations.

    Where the Jobs Are

    Governments

    Public Relations Agencies

    Independent Public Relations Consultants

    Public Relations Activities and Duties

    Working Conditions and Salaries

    What’s Important in a Job?

    Discussion Questions

    Memo from the Field: John Echeveste, Valencia, Pérez & Echeveste Public Relations

    It’s Your Turn: Career Day at High School

    3. A Brief History of Public Relations.

    Why History is Important to You

    Premodern Public Relations

    War and Propaganda

    The Downsizing of the United States

    The New Millennium

    Discussion Questions

    Memo from the Field: Edward M. Block, retired

    It’s Your Turn: MegaShop Comes to Sunnyview

    Key Terms

    Notes

    4. The Publics in Public Relations.

    What Is a Public?

    The Publics in Public Relations

    What Do We Need to Know about Each Public?

    The Traditional Publics in Public Relations

    Discussion Questions

    Memo from the Field: David Narsavage, The Aker Partners, Inc.

    It’s Your Turn: The Tuition Increase

    Key Terms

    Notes

    5. Communication Theory and Public Opinion.

    The Power of Public Opinion

    A Communication Model

    Mass Communication Theories

    Motivation

    Persuasion and Public Opinion

    Discussion Questions

    Memo from the Field: Rene Pelletier, Barometre

    It’s Your Turn: The Acme Widget Company

    Key Terms

    Notes

    6. Ethics and Social Responsibility in Public Relations.

    What Are Ethics?

    Objectivity versus Advocacy: A Misleading Ethics Debate

    Challenges to Ethical Behavior

    The Rewards of Ethical Behavior

    Trust and Social Corporate Responsibility

    Beyond CSR: Strengthening Ethical Behavior

    Discussion Questions

    Memo from the Field: Carol Cone, Cone, Inc.

    It’s Your Turn: Trouble Brewing

    Key Terms

    Notes

    II. THE PUBLIC RELATIONS PROCESS.

    7. Research and Evaluation.

    “Did the Needle Move?”

    The Value of Research and Evaluation

    Developing A Research Strategy: What Do I Want to Know?

    Developing a Research Strategy: How Will I Gather Information?

    Survey Research

    Analyzing Survey Results

    Discussion Questions

    Memo from the Field: Leslie Gaines-Ross, Burson-Marsteller

    It’s Your Turn: Tinker, Evers & Chance

    Key Terms

    Notes

    8. Planning: The Strategies of Public Relations.

    The Basics of Values-Driven Planning

    Different Kinds of Public Relations Plans

    Why Do We Plan?

    How Do We Plan?

    Expanding a Plan into a Proposal

    Qualities of a Good Plan

    Discussion Questions

    Memo from the Field: Timothy S. Brown, Conectiv

    It’s Your Turn: Planning a Blood Drive

    Key Terms

    Notes

    9. Communication: The Tactics of Public Relations.

    Communicating with Specific Publics

    Tactics as Messages and Channels

    Tactics and Traditional Publics

    Accomplishing the Tactics

    Discussion Questions

    Memo from the Field: Shirley Barr, President, Shirleybarr Public Relations

    It’s Your Turn: The Tuition Increase Revisited

    Key Terms

    Notes

    10. Writing and Presentation Skills.

    The Importance of Writing and Presentation Skills

    A Context for Public Relations Writing

    The Writing Process

    Writing for the Ear

    The Process of Successful Presentations

    Discussion Questions

    Memo from the Field: Regina Lynch-Hudson, The Write Publicist

    It’s Your Turn: Elayne Anderson’s Speech

    Key Terms

    Notes

    11. Public Relations in the Digital Age.

    Welcome to the Revolution

    The Digital Revolution

    Computers and the Internet

    The Birth of Cyber-Relations

    Wireless Communications Technology

    Why “New” Isn’t Always “Better”

    Discussion Questions

    Memo from the Field: Craig Settles, Successful.com

    It’s Your Turn: Hale & Hardy All-Natural Granola Bars

    Key Terms

    Notes

    III. PUBLIC RELATIONS TODAY AND TOMORROW.

    12. Crisis Communications.

    A New “Day of Infamy”

    The Anatomy of a Crisis

    Crisis Communications Planning

    Crisis Planning Ethics

    Discussion Questions

    Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department

    It’s Your Turn: Death of a Salesman

    Key Terms

    Notes

    13. Public Relations and Marketing.

    Public Relations and Marketing

    The Impact of Consumer-Focused Marketing on Public Relations

    A Closer Look at Marketing

    A Closer Look at IMC

    How IMC Works

    Problems with 21st Century Marketing

    Discussion Questions

    Memo from the Field: Vin Cipolla, HNW, Inc.

    It’s Your Turn: Making the Pitch

    Key Terms

    Notes

    14. Cross-Cultural Communication.

    Cultures: Realities and Definitions

    Cultural Attributes

    Cross-Cultural Communication: Definitions and Dangers

    Achieving Successful Cross-Cultural Public Relations: A Process

    Discussion Questions

    Memo from the Field: Bill Imada, IW Group

    It’s Your Turn: Cultures Close to Home

    Key Terms

    Notes

    15. Public Relations and the Law.

    A Parade of Corporate Horrors

    Public Relations and the First Amendment

    Federal Agencies That Regulate Speech

    Libel

    Privacy

    Copyright

    Litigation Public Relations

    Discussion Questions

    Memo from the Field: James F. Haggerty, president, The PR Consulting Group, Inc.

    It’s Your Turn: SuperGas

    Key Terms

    Notes

    16. Your Future in Public Relations.

    What’s Next?

    Social Forces and Public Relations

    Where Public Relations Is Headed

    Your Future in Public Relations

    Discussion Questions

    Memo from the Field: Sarah Yeaney, PRSSA national president

    It’s Your Turn: Crushed Credibility

    Appendix: Public Relations Society of America Member Code of Ethics 2000.

    Glossary.

    Index.

    Case Studies.

    Customer Reviews

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