Preface
About the Authors
Section 1: Foundations of Public Relations
CHAPTER 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, Advantage Communication
CHAPTER 2: Jobs in Public Relations
Where the Jobs Are
Public Relations Activities and Duties
Working Conditions and Salaries
What's Important in a Job?
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 Downsizing of the United States
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 Aker Partners, Inc.
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: Carol Cone, Cone, Inc.
SECTION 2: THE PUBLIC RELATIONS PROCESS
CHAPTER 7: Research and Evaluation
For Love or Money?
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, Delmarva Power/Atlantic City Electric
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: Deborah Charnes Vallejo, Bromley Communications
CHAPTER 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
Writing for the Web
The Process of Successful Presentations
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
SECTION 3: PUBLIC RELATIONS TODAY AND TOMORROW
CHAPTER 12: Crisis Communications
The Storm Before the Storm
The Anatomy of a Crisis
Crisis Communications Planning
Crisis Planning Ethics
Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department
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
Problems with 21st-Century 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
APPENDIX: Public Relations Society of America Member Code of Ethics
Glossary
Index
