Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
What is included with this book?
The Purpose of Public Relations | p. 1 |
Have an Organizational Purpose | p. 1 |
The Public Relations Process | p. 6 |
How Public Relations Relates to Other Disciplines | p. 13 |
Communication Theories | p. 17 |
Proactive Public Relations | p. 20 |
Monitor Your Environment | p. 20 |
Develop a Public Relations Strategy | p. 25 |
The Case Method | p. 28 |
The Next Best Thing to Being There | p. 28 |
Five Rules for Case Study | p. 29 |
Worksheet 1: Preparing for the Case | p. 34 |
Worksheet 2: Organizational Response | p. 35 |
Worksheet 3: Effective Communication | p. 37 |
Worksheet 4: Ways Organizations Communicate | p. 38 |
Ethics and the Public Interest | p. 40 |
PRSA Member Code of Ethics | p. 41 |
PRSA Code Provisions | p. 43 |
What Would You Do? Case Scenarios | p. 47 |
City Utility or Cash Cow? Top Agency Accused of Overbilling City | p. 49 |
"In Washington, I'm Karen Ryan Reporting." When Is a "Reporter" Not a Reporter? | p. 58 |
Armstrong Williams: Disclosure Guidelines Snag Media Pundit and PR Firm | p. 64 |
Letter from Kirlcuk ... Make That 500 Letters! | p. 71 |
Corporate Social Responsibility: South African Wine Industry Promotes Ethical Practices | p. 75 |
Media Relations | p. 78 |
Do the Research | p. 79 |
Respect Deadlines | p. 79 |
Think and Write Like a Reporter | p. 80 |
Build a Lasting Relationship | p. 82 |
Pitching to Brandweek: Understand the Medium You Are Pitching To | p. 82 |
Do the Research: An Editor's Response to a Misguided Story Pitch | p. 85 |
Can I Get That in Teal? Car Colors Critical to Consumer Choice | p. 87 |
Break the Silence?Make the Call: Private and Public Communication Strategies for Domestic Violence | p. 90 |
National Rankings Fever: Enhancing Children's Hospital Boston's Reputation | p. 96 |
Communicating in the Face of Tragedy: Tsunami Media Team Operational Analysis | p. 100 |
The "4Cs" of a Great Picture: Launching Kodak's High-Definition Film | p. 107 |
Crisis Communication | p. 111 |
Looking for Risks and Managing Issues | p. 113 |
Crisis Response Strategies | p. 112 |
Actions to Take during a Crisis | p. 115 |
Planning for the Unthinkable: CDC's Smallpox Communication Crisis Plan | p. 118 |
Hidden Camera Captures Chicken Abuse: Animal Activist Group Targets Company | p. 123 |
Blogger Video and Internet Postings: Crisis Response in an Instant Internet World | p. 130 |
"Crazy for You" Bear: Mental Health Advocates Criticize Cuddly Toy | p. 138 |
Living in a Post-9/11 World: Controversial Campus Speaker Ignites Furor | p. 144 |
Minicase: Camp Leech-a-Lot | p. 151 |
Consumer Relations | p. 152 |
Marketing Communication Support | p. 152 |
Beyond the Consumer | p. 155 |
Mashing the Low-Carbohydrate Craze: A Healthy Helping of Potato Promotion | p. 155 |
Freedom, Flexibility, and Fun! Trade Association Puts Record Gas Prices in Perspective | p. 161 |
Kansas, as Big as You Think: Making a Blank State a Strong Brand | p. 166 |
From Last Year's Styles to Now: Payless ShoeSource Repositions Itself as Fashion Focused | p. 172 |
Of Muggles, Quidditch, and Bertie Botts: Keeping the Harry Potter Magic Alive | p. 176 |
"A Monument to Decadence": Introducing Hardee's Monster Thickburger | p. 178 |
Sports, Entertainment, and Travel | p. 181 |
Damage Control | p. 183 |
Crisis Communication | p. 184 |
Queen of Talk Walks the Talk: Oprah Winfrey with Angel Network Tackles Katrina Needs | p. 185 |
A Big Hit in Tokyo?and Cooperstown: Baseball Shrine Courts Future Hall of Famer | p. 188 |
Todd Bertuzzi's Sucker Punch: Violent Incident Sparks Debate among NHL Fans and Critics | p. 191 |
From Blazer Mania to "Jail Blazers": Portland Blazers Struggle to Reconnect with Community | p. 194 |
Witch Way to Go? Going Beyond Salem's Witch City Persona | p. 197 |
Queen Mary 2's Unhappy Voyage: Luxurious Cruise or "High-Speed Passage"? | p. 199 |
Is It Live or Is It Recorded, Ashlee? Managing Singer's Reputation after SNL Performance | p. 201 |
Nazi Prince? The Trouble with Harry's Poor Costume Choice | p. 204 |
Community Relations | p. 206 |
Building Positive Relationships at Home | p. 206 |
Corporate Philanthropy | p. 208 |
Event Sponsorship, In-Kind Contributions, and Cause-Related Marketing | p. 209 |
Managing Activist Groups | p. 210 |
"It's the Real Thing": Protest at The Jewish Museum | p. 211 |
Night Train to Nashville: Music City Pays Tribute to Its R&B Heritage | p. 216 |
Wells College: History, Tradition, and Now?Men | p. 223 |
Creating Long-Distance Membership Value | p. 227 |
Boston Marathon: John Hancock Uses Sports to Leverage Its Image | p. 229 |
Employee Relations | p. 234 |
Public Relations Contributes to a Productive Workplace Culture | p. 235 |
Effective Employee Communications | p. 236 |
Internal Communication | p. 236 |
Internal Media Opportunities | p. 237 |
Sago Mine Tragedy: Garbled Message Turns Jubilation into Anguish, Anger | p. 238 |
Hallmark Writers on Tour: Meaningful Moments and Memories for Employees and Consumers | p. 243 |
Communicating Organizational Growth: General Motors' Strategic Integration of Internal-External Communications | p. 247 |
Big Brother is Watching: Browsing on Company Time | p. 253 |
Governmental Relations | p. 256 |
Governmental Relations | p. 257 |
Public Affairs in Government | p. 258 |
Base Closings and Realignment: Strategic Planning and Lobbying Protects Military Assets | p. 260 |
Welcome to Your New Job: Rebuilding a City's Damaged Reputation | p. 267 |
Abu Ghraib: Part I: Public Affairs and the Iraqi Prisoner Abuse Scandal | p. 268 |
Abu Ghraib: Part 2: Damage Control: The U.S. Government's Response | p. 276 |
Abu Ghraib: Part 3: On-the-Ground Response | p. 285 |
International Public Relations | p. 289 |
Containing the Deadly Marburg Virus: Taking a Culturally Based Communication Approach | p. 292 |
Shark Fin Soup: Hong Kong Disneyland Seeks Cultural and Environmental Balance | p. 295 |
Don't Do Evil: China's Censorship Policies Put Unwanted Spotlight on U.S. Internet Search Companies | p. 298 |
Corn Aids Europe's Green Revolution: NatureWorks LLC's Biodegradable Plastic Products Fit Eco Trend | p. 303 |
Financial Relations | p. 307 |
A Quick Basic Business Primer | p. 308 |
Investor Relations' Role | p. 309 |
Required Forms | p. 312 |
Challenges in Investor Relations | p. 314 |
From Humble Beginnings: The World-Class Story of Teva Pharmaceutical Industries, Ltd | p. 315 |
Wal-Mart: Can It Repair Its Corporate Reputation in the Eyes of All Its Constituents? | p. 317 |
No Longer Boxed In: An Opportunity to Tell Iron Mountain's Dynamic Growth Story | p. 319 |
Burger King Holdings' Initial Public Offering: Designing an Investor Relations Program to Whet Wall Street's Appetite for the Company's Stock | p. 320 |
Internships and Early Career | p. 323 |
Internship Tips | p. 323 |
First Job Tips | p. 327 |
Hey! Remember Me? Getting the Most Out of an Internship Experience | p. 328 |
Close Encounter of the Unwanted Kind: Friendship, Fraternizing, or Harassment? | p. 331 |
Wanted: Media Relations Coordinator at State University, Part 1 | p. 333 |
The Interview for Media Relations Coordinator at State University, Part 2 | p. 334 |
Should I Take This Job? | p. 338 |
Establishing a New Public Relations Program | p. 340 |
Notes | p. 342 |
Index | p. 376 |
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The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.