Public Relations: A Values-Driven Approach, Cases Edition / Edition 3 available in Paperback
Public Relations: A Values-Driven Approach, Cases Edition, adds 24 timely and exciting cases to the authors’ successful introductory book, engaging the reader in the practice of public relations.
Maintaining the intriguing and effective features of Public Relations: A Values-Driven Approach, the Cases Edition offers case studies with discussion questions to convey the excitement and challenges of real-world public relations. Mixing positive examples with public relations activities gone awry, the authors have developed eight brand-new case studies and updated cases from previous editions of Public Relations: A Values-Driven Approach proven to help the reader gain an understanding of the industry. An online Instructor’s Manual provides answers to the thought-provoking discussion questions.
In a time when society is holding individuals and organizations to high standards of conduct, Public Relations: A Values-Driven Approach, Cases Edition, teaches the reader how to build ethical, productive relationships with strategic constituencies. Steeped in the traditions and theories of public relations, the book features an engaging, informal tone. It abounds with lively anecdotes and comes in at a reasonable price for students.
|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
Memo from the Field: Judith T. Phair, PhairAdvantage Communication
It’s Your Turn: The Question
2. Jobs in Public Relations.
Where the Jobs Are
Public Relations Agencies
Independent Public Relations Consultants
Public Relations Activities and Duties
Working Conditions and Salaries
What’s Important in a Job?
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
Memo from the Field: Edward M. Block, retired
It’s Your Turn: MegaShop Comes to Sunnyview
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
Memo from the Field: David Narsavage, The Aker Partners, Inc.
It’s Your Turn: The Tuition Increase
5. Communication Theory and Public Opinion.
The Power of Public Opinion
A Communication Model
Mass Communication Theories
Persuasion and Public Opinion
Memo from the Field: Rene Pelletier, Barometre
It’s Your Turn: The Acme Widget Company
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
Memo from the Field: Carol Cone, Cone, Inc.
It’s Your Turn: Trouble Brewing
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?
Analyzing Survey Results
Memo from the Field: Leslie Gaines-Ross, Burson-Marsteller
It’s Your Turn: Tinker, Evers & Chance
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
Memo from the Field: Timothy S. Brown, Conectiv
It’s Your Turn: Planning a Blood Drive
9. Communication: The Tactics of Public Relations.
Communicating with Specific Publics
Tactics as Messages and Channels
Tactics and Traditional Publics
Accomplishing the Tactics
Memo from the Field: Shirley Barr, President, Shirleybarr Public Relations
It’s Your Turn: The Tuition Increase Revisited
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
Memo from the Field: Regina Lynch-Hudson, The Write Publicist
It’s Your Turn: Elayne Anderson’s Speech
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”
Memo from the Field: Craig Settles, Successful.com
It’s Your Turn: Hale & Hardy All-Natural Granola Bars
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
Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department
It’s Your Turn: Death of a Salesman
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
Memo from the Field: Vin Cipolla, HNW, Inc.
It’s Your Turn: Making the Pitch
14. Cross-Cultural Communication.
Cultures: Realities and Definitions
Cross-Cultural Communication: Definitions and Dangers
Achieving Successful Cross-Cultural Public Relations: A Process
Memo from the Field: Bill Imada, IW Group
It’s Your Turn: Cultures Close to Home
15. Public Relations and the Law.
A Parade of Corporate Horrors
Public Relations and the First Amendment
Federal Agencies That Regulate Speech
Litigation Public Relations
Memo from the Field: James F. Haggerty, president, The PR Consulting Group, Inc.
It’s Your Turn: SuperGas
16. Your Future in Public Relations.
Social Forces and Public Relations
Where Public Relations Is Headed
Your Future in Public Relations
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.