Public Relations: A Values-Driven Approach

Features
Preface
New to the Edition
Acknowledgements
About the Authors
1: What Is Public Relations?
Introduction: What Is Public Relations?
1.1: Public Relations
1.1.1: The Scope of Public Relations
1.1.2: The Search for a Definition
1.1.3: Public Relations Defined
1.2: Marrying Theory and Practice
1.2.1: Public Relations Models and Theories
1.2.2: Public Relations and Marketing
Shared Writing: Marrying Theory and Practice
1.3: The Public Relations Process
1.3.1: The Traditional Four-Step Model
1.3.2: The Dynamic Model
1.4: The Role of Values in Public Relations
1.4.1: Actions Speak Louder Than Words—Part I
Shared Writing: The Role of Values in Public Relations
1.5: Values-Driven Public Relations
1.5.1: Actions Speak Louder Than Words—Part II
1.5.2: Whose Values Should You Follow?
Shared Writing: Values-Driven Public Relations
Summary: What Is Public Relations?
Case Study: Got 2B Safe!
Case Study: Sad Days in Happy Valley
Chapter 1 Quiz: What Is Public Relations?
2: Jobs in Public Relations
Introduction: Jobs in Public Relations
2.1: An Overview of Jobs in Public Relations
2.2: Public Relations Activities and Duties
2.2.1: Documenting Your Hours
Shared Writing: Public Relations Activities and Duties
2.3: Where the Jobs Are
2.3.1: Corporations
2.3.2: Nonprofit Organizations and Trade Associations
2.3.3: Governments
2.3.4: Public Relations Agencies
2.3.5: Independent Public Relations Consultancies
2.3.6: Jobs Beyond the Office
Shared Writing: Where the Jobs Are
2.4: Working Conditions and Salaries
2.5: The Best Part of Public Relations Jobs
Shared Writing: The Best Part of Public Relations Jobs
Summary: Jobs in Public Relations
Case Study: Virgin Territory
Case Study: A List to Avoid
Chapter 2 Quiz: Jobs in Public Relations
3: A Brief History of Public Relations
Introduction: A Brief History of Public Relations
3.1: Why History Is Important to You
3.2: Premodern Public Relations
3.2.1: Trends Leading to the Development of Modern Public Relations
3.2.2: Pre–20th Century America
Shared Writing: Premodern Public Relations
3.3: The Seedbed Years
3.3.1: Theodore Roosevelt (1858–1919)
3.3.2: Ivy Ledbetter Lee (1877–1934)
3.4: War and Propaganda
3.4.1: Edward L. Bernays (1891–1995)
3.4.2: Why Bernays and Not Lee?
Shared Writing: War and Propaganda
3.5: The Postwar Boom
3.5.1: Postwar Social Activism
Shared Writing: The Postwar Boom
3.6: The Information Age
3.6.1: Public Relations Takes a Higher Profile
3.7: The New Millennium
Shared Writing: The New Millennium
Summary: A Brief History of Public Relations
Case Study: Rewriting History
Case Study: The Fog of War
Chapter 3 Quiz: A Brief History of Public Relations
4: The Publics in Public Relations
Introduction: The Publics in Public Relations
4.1: What Is a Public?
4.1.1: Why Do We Need Relationships with Publics?
4.2: The Categories of Publics
4.3: Traditional and Nontraditional Publics
4.3.1: Latent, Aware, and Active Publics
4.3.2: Intervening Publics
4.3.3: Primary and Secondary Publics
4.3.4: Internal and External Publics
4.3.5: Domestic and International Publics
4.4: What Do We Need to Know about Each Public?
4.4.1: Coorientation
Shared Writing: What Do We Need to Know about Each Public?
4.5: The Traditional Publics in Public Relations
4.5.1: Employee Publics
The Most Important Public
4.5.2: News Media Publics
4.5.3: Government Publics
4.5.4: Investor Publics
4.5.5: Consumer/Customer Publics
4.5.6: Multicultural Community Publics
4.5.7: Constituent (Voter) Publics
4.5.8: Business Publics
Shared Writing: The Traditional Publics in Public Relations
Summary: The Publics in Public Relations
Case Study: Amazon’s Orwellian Debacle
Case Study: Whirlpool Swings for the Wall
Chapter 4 Quiz: The Publics in Public Relations
5: Communication Theory and Public Opinion
Introduction: Communication Theory and Public Opinion
5.1: The Power of Public Opinion
5.2: A Communication Model
Shared Writing: A Communication Model
5.3: Mass Communication Theories
5.3.1: The Magic Bullet Theory
5.3.2: The Two-Step Theory
5.3.3: The N-Step Theory
5.3.4: Social Diffusion Theory
5.3.5: The Agenda-Setting Hypothesis
5.3.6: Uses and Gratifications Theory
5.3.7: A Two-Way Process
Shared Writing: Mass Communication Theories
5.4: Motivation
5.4.1: Maslow’s Hierarchy of Needs
5.4.2: Examples of Maslow’s Theory at Work
5.5: Persuasion and Public Opinion
5.5.1: Aristotle, Persuasion, and Public Relations
5.5.2: Public Opinion Defined
5.5.3: The Evolution of Public Opinion
5.5.4: Persuasion versus Manipulation
Shared Writing: Persuasion and Public Opinion
Summary: Communication Theory and Public Opinion
Case Study: Broken News
Case Study: Flying Against the Wind
Chapter 5 Quiz: Communication Theory and Public Opinion
6: Ethics and Social Responsibility
Introduction: Ethics and Social Responsibility
6.1: What Are Ethics?
6.1.1: Ethics Codes for Values-Driven Public Relations
6.2: The Misleading Debate between Objectivity and Advocacy
Shared Writing: The Misleading Debate between Objectivity and Advocacy
6.3: Challenges to Ethical Behavior
6.3.1: Dilemmas
6.3.2: Overwork
6.3.3: Legal/Ethical Confusion
6.3.4: Cross-Cultural Ethics
6.3.5: Short-Term Thinking
6.3.6: Virtual Organizations
6.3.7: Specific Ethics Challenges
6.4: The Rewards of Ethical Behavior
Shared Writing: The Rewards of Ethical Behavior
6.5: Trust and Corporate Social Responsibility
6.5.1: Corporate Social Responsibility
6.6: Creating an Ethical Culture
6.6.1: Ethics Audits
6.6.2: Integrating Ethics into the Public Relations Process
6.6.3: The Potter Box
6.6.4: The Potter Box at Work
Decision and Action
Shared Writing: Creating an Ethical Culture
Summary: Ethics and Social Responsibility
Case Study: Patagonia on the Mountaintop
Case Study: A Dirty Campaign for Clean Coal
Chapter 6 Quiz: Ethics and Social Responsibility
7: Research and Evaluation
Introduction: Research and Evaluation
7.1: Due Diligence
7.1.1: Measuring Intangibles
7.1.2: The Marriage of Research and Evaluation
Shared Writing: Due Diligence
7.2: Developing a Research Strategy
7.2.1: Client Research
7.2.2: Stakeholder Research
7.2.3: Problem–Opportunity Research
7.2.4: Evaluation Research
Shared Writing: Developing a Research Strategy—What Do I Want to Know?
7.3: Implementing a Research Strategy
7.3.1: Secondary (Library) Research
7.3.2: Feedback Research
7.3.3: Ethnography
7.3.4: The Communication Audit
7.3.5: Focus Groups
Shared Writing: Implementing a Research Strategy—How Will I Gather Information?
7.4: Survey Research
7.4.1: The Survey Sample
7.4.2: Developing a Sampling Strategy
7.4.3: Nonprobability Sampling
7.4.4: Probability Sampling
Cluster Sampling
7.4.5: The Survey Instrument
Shared Writing: Survey Research
7.5: Analyzing Survey Results
7.5.1: The Rest of the Story
Summary: Research and Evaluation
Case Study: From Hashtag to Bashtag
Case Study: Talk to Ted and Tina
Chapter 7 Quiz: Research and Evaluation
8: Planning
Introduction: Planning
8.1: The Basics of Values-Driven Planning
8.1.1: Planning Follows Research
8.2: Types of Public Relations Plans
8.2.1: Ad Hoc Plans
8.2.2: Standing Plans
8.2.3: Contingency Plans
Shared Writing: Types of Public Relations Plans
8.3: Why Do We Plan?
8.3.1: Align Actions with Values-Based Mission
8.3.2: Secure Needed Resources
8.3.3: Control Our Destiny
8.3.4: Better Understand Our Research
8.3.5: Help to Achieve Consensus
8.3.6: Effectively Manage Resources
8.4: How Do We Plan?
8.4.1: Consensus Building
8.4.2: Brainstorming
8.4.3: Developing a Written Plan
8.4.4: Goals
8.4.5: Objectives
8.4.6: Strategies
8.4.7: Tactics
Shared Writing: How Do We Plan?
8.5: Expanding a Plan into a Proposal
Shared Writing: Expanding a Plan into a Proposal
8.6: Qualities of a Good Plan
Summary: Planning
Case Study: Watson and IBM in Jeopardy!
Case Study: The Breast Cancer–Screening Debate
Chapter 8 Quiz: Planning
9: Communication
Introduction: Communication
9.1: Tactics, Fun, and Values
9.2: Tactics as Messages and Channels
9.2.1: Controlled Media
9.2.2: Uncontrolled Media
9.2.3: Controlled versus Uncontrolled Media
9.3: Tactics and Traditional Publics
9.3.1: Employees
9.3.2: News Media
Media Kits
Public Service Announcements
9.3.3: Investors
9.3.4: Community Groups
9.3.5: Governments
9.3.6: Customers
9.3.7: Constituents (Voters)
9.3.8: Businesses
Shared Writing: Tactics and Traditional Publics
9.4: Accomplishing the Tactics
Shared Writing: Accomplishing the Tactics
Summary: Communication
Case Study: The Martian Chronicles
Case Study: An April Fools’ Joke Strikes Out
Chapter 9 Quiz: Communication
10: Multimedia Message Development
Introduction: Multimedia Message Development
10.1: The Challenge of New Media
10.2: The IDEA Process
10.3: Idea Generation—The “I” of IDEA
10.3.1: Critical Thinking
10.3.2: Creative Thinking
Shared Writing: Idea Generation—The “I” of IDEA
10.4: Arrangement—The “A” of IDEA
10.4.1: Persuasive Organizational Schemes
10.4.2: Informative Organizational Schemes
Shared Writing: Arrangement—The “A” of IDEA
10.5: Expression—The “E” of IDEA
10.5.1: The Writing Process
10.5.2: Tips for Writing Better Sentences
10.5.3: The Two-Step Tighten-Up
10.5.4: Figures of Speech
10.5.5: Writing for the Ear
10.5.6: Tips for Inclusive Expression
Shared Writing: Expression—The “E” of IDEA
10.6: Delivery—The “D” of Idea
Shared Writing: Delivery—The “D” of Idea
10.7: The Volunteer Clearinghouse News Releases
10.7.1: Idea Generation
10.7.2: Arrangement
10.7.3: Expression
10.7.4: Delivery
Summary: Multimedia Message Development
Case Study: FedEx Gets It Wrong and Right
Case Study: Chrysler’s Antisocial Tweet
Chapter 10 Quiz: Multimedia Message Development
11: Cyber-Relations in the Digital Age
Introduction: Cyber-Relations in the Digital Age
11.1: Tell Your Story
11.1.1: It’s All about You
11.1.2: Risks and Rewards
11.1.3: Media, Messages, and Values
Shared Writing: Tell Your Story
11.2: The Digital Revolution
11.2.1: Convergence and Hypermedia
11.2.2: Wireless Digital Communication
11.2.3: Social Ramifications
Shared Writing: The Digital Revolution
11.3: The Birth of Cyber-Relations
11.3.1: Virtual Public Relations
Shared Writing: The Birth of Cyber-Relations
11.4: Life in a Digital World
11.4.1: Individuals as Gatekeepers
11.4.2: Individuals as Publishers
The Citizen Journalist
11.4.3: Other Internet Issues
Shared Writing: Life in a Digital World
11.5: Why New Isn't Always Better
Summary: Cyber-Relations in the Digital Age
Case Study: It Can Happen to Anybody
Case Study: Big Blue’s Big Birthday
Chapter 11 Quiz: Cyber-Relations in the Digital Age
12: Crisis Communications
Introduction: Crisis Communications
12.1: The Storm before the Storm
12.1.1: Not Just Bad Luck
12.1.2: Crises Can Happen to Anyone
Shared Writing: The Storm before the Storm
12.2: The Anatomy of a Crisis
12.2.1: What Is a Crisis?
12.2.2: Crisis Dynamics
A Tale of Two Shuttle Disasters
12.2.3: Crises Can Bring Opportunity
Shared Writing: The Anatomy of a Crisis
12.3: Crisis Communications Planning
12.3.1: Risk Assessment
12.3.2: Developing the Plan
12.3.3: Crisis Definitions
12.3.4: Crisis Managers
12.3.5: Stakeholder Communication Strategies
12.3.6: The Emergency Operations Center
12.3.7: The Media Information Center
12.3.8: The Role of the Internet
12.3.9: Employee Training
12.3.10: Response
12.3.11: Recovery
Shared Writing: Crisis Communications Planning
12.4: Crisis Planning Ethics
Summary: Crisis Communications
Case Study: Say It Ain’t So
Case Study: Gunman on Campus
Chapter 12 Quiz: Crisis Communications
13: Public Relations and Marketing
Introduction: Public Relations and Marketing
13.1: Public Relations and Marketing
13.1.1: The Decline of Mass Marketing
13.1.2: The Growth of Consumer-Focused Marketing
13.1.3: Public Relations, Advertising, and Marketing
13.2: The Impact of Consumer-Focused Marketing on Public Relations
13.2.1: The Impact of Public Relations on Consumer-Focused Marketing
13.2.2: Comparing Public Relations and Consumer-Focused Marketing
Shared Writing: The Impact of Consumer-Focused Marketing on Public Relations
13.3: A Closer Look at Marketing
13.3.1: Marketing Public Relations
13.4: A Closer Look at Integrated Marketing Communications (IMC)
13.4.1: Focusing on Individual Consumers
13.4.2: Sending One Clear Message
Shared Writing: A Closer Look at Integrated Marketing Communications (IMC)
13.5: How Integrated Marketing Communications (IMC) Works
13.5.1: Creating an Integrated Marketing Communications (IMC) Campaign
13.5.2: Applying Integrated Marketing Communications (IMC)
13.6: Challenges to Consumer-Focused Marketing
Shared Writing: Challenges to Consumer-Focused Marketing
Summary: Public Relations and Marketing
Case Study: Ford Has a Social Media Idea
Case Study: The Marketing of a Plane Crash
Chapter 13 Quiz: Public Relations and Marketing
14: Cross-Cultural Communication
Introduction: Cross-Cultural Communication
14.1: Realities and Definitions of Culture
14.1.1: International Public Relations
14.2: Cultural Attributes
14.2.1: Time
14.2.2: Formality
14.2.3: Individualism
14.2.4: Rank and Hierarchy
14.2.5: Religion
14.2.6: Taste and Diet
14.2.7: Colors, Numbers, and Symbols
14.2.8: Assimilation and Acculturation
Shared Writing: Cultural Attributes
14.3: Definitions and Dangers of Cross-Cultural Communication
14.3.1: Encoding and Decoding
14.3.2: Gestures and Clothing
14.3.3: Stereotyping
Shared Writing: Definitions and Dangers of Cross-Cultural Communication
14.4: Achieving Successful Cross-Cultural Public Relations
14.4.1: Awareness
14.4.2: Commitment
14.4.3: Research
14.4.4: Local Partnership
14.4.5: Diversity
14.4.6: Testing
14.4.7: Evaluation
14.4.8: Advocacy
14.4.9: Continuing Education
Shared Writing: Achieving Successful Cross-Cultural Public Relations
Summary: Cross-Cultural Communication
Case Study: The 99
Case Study: Walmart Works to “Export Our Culture”
Chapter 14 Quiz: Cross-Cultural Communication
15: Public Relations and the Law
Introduction: Public Relations and the Law
15.1: A Matter of Trust
15.1.1: Public Relations, the Law, and You
15.2: Public Relations and the First Amendment
15.2.1: Political versus Commercial Speech
15.2.2: Know Your Own Business
Shared Writing: Public Relations and the First Amendment
15.3: Federal Agencies that Regulate Speech
15.3.1: The Federal Trade Commission
15.3.2: The Securities and Exchange Commission
Disclosure
Form 10-K
Insider Trading
15.3.3: The Federal Communications Commission
15.3.4: The Food and Drug Administration
Shared Writing: Federal Agencies that Regulate Speech
15.4: Libel
15.4.1: The Burden of Proof in Libel
15.4.2: Actual Malice
15.4.3: Other Forms of Libel
15.5: Privacy
15.5.1: The Four Torts of Privacy
15.5.2: Privacy Issues in Public Relations
15.6: Copyright
15.6.1: Copyright Guidelines
15.6.2: The Digital Millennium Copyright Act
15.6.3: Fair Use
15.6.4: Protecting Intellectual Property Rights
Shared Writing: Copyright
15.7: Litigation Public Relations
15.7.1: Free Press versus Fair Trial
15.7.2: The Use of LPR Tactics
15.7.3: Is LPR in Society’s Best Interests?
Shared Writing: Litigation Public Relations
Summary: Public Relations and the Law
Case Study: Ethanol 2.0
Case Study: The Thanks We Get?
Chapter 15 Quiz: Public Relations and the Law
16: Public Relations in the 21st Century
Introduction: Public Relations in the 21st Century
16.1: What Should Happen
16.2: Social Forces and Public Relations
16.2.1: The Global Spread of Democracy
16.2.2: Globalization
16.2.3: Asymmetric Conflict
16.2.4: The Changing Face of the United States
16.2.5: The Growth in World Population
16.2.6: Feminization of the Workplace
16.2.7: Where Public Relations Is Headed
Shared Writing: Social Forces and Public Relations
16.3: Your Future in Public Relations
16.3.1: The Future of Values-Driven Public Relations
Summary: Public Relations in the 21st Century
Case Study: Social Media “Kat Fight”
Case Study: Purple Purse Power
Chapter 16 Quiz: Public Relations in the 21st Century
References
PRSA Member Code of Ethics 2000
Endnotes for Chapter 1
Endnotes for Chapter 2
Endnotes for Chapter 3
Endnotes for Chapter 4
Endnotes for Chapter 5
Endnotes for Chapter 6
Endnotes for Chapter 7
Endnotes for Chapter 8
Endnotes for Chapter 9
Endnotes for Chapter 10
Endnotes for Chapter 11
Endnotes for Chapter 12
Endnotes for Chapter 13
Endnotes for Chapter 14
Endnotes for Chapter 15
Endnotes for Chapter 16
Credits