Each chapter includes QUICKBREAKS, Social Media Apps, a Values Statement, Case Studies, Summary, and Discussion Questions.

Preface

About the Authors

CHAPTER 1: What Is Public Relations?

Public Relations: Everywhere You Look

Marrying Theory and Practice

The Public Relations Process

The Role of Values in Public Relations

Values-Driven Public Relations

Memo from the Field: Gary McCormick, HGTV

CHAPTER 2: Jobs in Public Relations

Jobs in Public Relations: An Overview

Public Relations Activities and Duties

Where the Jobs Are

The Best Part of Public Relations Jobs

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

CHAPTER 3: A Brief History of Public Relations

Why History Is Important to You

Premodern Public Relations

The Seedbed Years

War and Propaganda

The Postwar Boom

The Information Age

The New Millennium

Memo from the Field: Edward M. Block

CHAPTER 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 A. Narsavage, The Friday Group

CHAPTER 5: Communication Theory and Public Opinion

The Power of Public Opinion

A Communication Model

Mass Communication Theories

Motivation

Persuasion and Public Opinion

Memo from the Field: Jane Hazel, Health Canada

CHAPTER 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 Corporate Social Responsibility

Beyond CSR: Strengthening Ethical Behavior

Memo from the Field: Mike Swenson, Barkley

CHAPTER 7: Research and Evaluation

Due Diligence

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

Memo from the Field: Dr. David B. Rockland, Ketchum

CHAPTER 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, Alstom

CHAPTER 9: Communication: The Tactics of Public Relations

Tactics, Fun, and Values

Tactics as Messages and Channels

Tactics and Traditional Publics

Accomplishing the Tactics

Memo from the Field: Joshua Dysarts, Draftfcb

CHAPTER 10: Multimedia Message Development

The IDEA Idea

Idea Generation: The “I” of IDEA

Arrangement: The “A” of IDEA

Expression: The “E” of IDEA

Delivery: The “D” of IDEA

The Volunteer Clearinghouse News Releases

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

CHAPTER 11: Cyber-Relations in the Digital Age

It’s All About You

The Digital Revolution

Why New Isn’t Always Better

Memo from the Field: Craig Settles, Successful.com

CHAPTER 12: Crisis Communications

The Storm Before the Storm

The Anatomy of a Crisis

Crisis Communications Planning

Crisis Planning Ethics

Memo from the Field: Melanie Magara, Northern Illinois University

CHAPTER 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

Challenges to Consumer-Focused Marketing

Memo from the Field: Vin Cipolla, National Park Foundation

CHAPTER 14: Cross-Cultural Communication

Cultures: Realities and Definitions

Cultural Attributes

Cross-Cultural Communication: Definitions and Dangers

Achieving Successful Cross-Cultural Public Relations: A Process

Memo from the Field: Bill Imada, IW Group

CHAPTER 15: Public Relations and the Law

The Statue of Responsibility

Public Relations and the First Amendment

Federal Agencies That Regulate Speech

Libel

Privacy

Copyright

Litigation Public Relations

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

CHAPTER 16: Your Future in Public Relations

What’s Next?

Social Forces and Public Relations

Where Public Relations Is Headed

Your Future in Public Relations

Memo from the Field: Kevin J. Saghy, National President, PRSSA

Glossary

Index

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