Cutlip and Center's Effective Public Relations

by Broom, Glen

Edition:

10th

ISBN13:

9780130082008

ISBN10:

0130082007

Format:

Paperback

Pub. Date:

1/1/2009

Publisher(s):

Prentice Hall

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Summary

Effective Public Relations presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices. This "bible" of the public relations field continues in its role as the single most authoritative and complete reference for public relations professionals.Still the most comprehensive and authoritative introductory book, continuing its long-standing tradition as the most-cited reference book. Often referred to as the "bible of public relations," the new edition covers the many aspects of public relations theory and practice in a variety of settings. This text also serves as the basic reference for accreditation programs worldwide. Updates examples, sources, and references to provide readers with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field. The new edition offers an up-to-date synthesis and interpretation of the scholarly and professional literature. Expands discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions, clarifying the unique and essential role of the public relations management function in organizations.An excellent,essentialdesk reference for those in the practice.

Author Biography

Glen M. Broom is Professor, School of Communication, San Diego State University, and Adjunct Professor, Queensland University of Technology, Brisbane, Australia.

Preface

PART 1 CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS

(117)

Introduction to Contemporary Public Relations

(28)

Study Guide

(1)

Evolution of the Concept

(2)

Defining the Concept in Practice

(1)

Public Relations Defined

(2)

Confusion with Marketing

(2)

Parts of the Function

(13)

Internal Relations

(1)

Publicity

(2)

Advertising

(2)

Press Agentry

(1)

Public Affairs

(1)

Lobbying

(3)

Issues Management

(1)

Investor Relations

(2)

Development

(1)

Confusion of Terms

(1)

Toward Recognition and Maturity

(3)

Notes

(2)

Additional Sources

(1)

Practitioners of Public Relations

(24)

Study Guide

(1)

Number and Distribution

(2)

Where They Work

(2)

The New Majority: Women

(1)

Education and Preparation

(1)

Salaries

(1)

Work Assignments

(3)

Roles

(4)

Communication Technician

(2)

Expert Prescriber

(1)

Communication Facilitator

(1)

Problem-Solving Facilitator

(1)

What Roles Research Tells Us

(3)

Technicians Versus Managers

(1)

Environmental Influences

(1)

Scanning and Evaluation

(1)

The Glass Ceiling

(1)

Minorities

(1)

Professionalism

(3)

Requirements for Success

(2)

Notes

(2)

Additional Sources

(1)

Organizational Settings

(34)

Study Guide

(1)

Origins within Organizations

(2)

Establishing a Public Relations Department

(1)

Retaining Outside Counsel

(1)

Public Relations Starts with Top Management

(2)

Staff Role

(1)

Role in Decision Making

(2)

The Internal Department

(6)

The Department's Advantages

(1)

The Department's Disadvantages

(1)

Titles and Reporting Relationships

(2)

Determinants of Excellence

(1)

Working with Other Departments

(3)

Marketing

(1)

Legal Counsel

(1)

Human Resources

(1)

The Outside Counseling Firm

(11)

Public Relations Firms

(2)

Advertising Agency Ownership

(1)

Specialization

(2)

Reasons for Retaining Outside Counsel

(1)

Client-Firm Relationships

(3)

Counselors' Advantages

(1)

Counselors' Handicaps

(1)

Counseling Firm Costs

(1)

New Approaches

(2)

Notes

(2)

Additional Sources

(2)

Historical Origins

(31)

Study Guide

(1)

Ancient Genesis

(1)

American Beginnings: Born in Adversity and Change

(6)

Before the Revolution

(1)

Independence

(2)

Growth and Change

(1)

Press Agentry Origins

(1)

Business Practices

(1)

First Corporate Department

(1)

Evolution to Maturity

(2)

Seedbed Era: 1900-1916

(5)

Early Firms

(2)

Early Pioneers

(3)

Growth in Other Areas

101

(1)

World War I Period: 1917--1918

101

(2)

Booming Twenties Era: 1919--1929

103

(3)

Roosevelt Era and World War II: 1930-1945

106

(2)

Postwar Boom: 1946--1964

108

(2)

Period of Protest and Empowerment (1965--1985)

110

(3)

Digital Age and Globalization (1965--Present)

113

(1)

Notes

113

(4)

Additional Sources

117

(1)

PART 2 FOUNDATIONS

118

(163)

Ethics and Professionalism

118

(29)

Study Guide

118

(1)

Philosophical Foundations of Ethics

119

(3)

Utilitarian Philosophy

120

(1)

Deontological Philosophy

120

(1)

Benefits of Deontology

121

(1)

Ethical Foundations of Professionalism

122

(3)

Professional Ethics

122

(1)

The Imperative of Trust

123

(1)

Professional Privilege

123

(1)

Social Responsibility

124

(1)

Criteria of a Profession

125

(1)

Professional Education

126

(1)

Degree Programs

126

(1)

Continuing Education

127

(1)

Research and the Body of Knowledge

127

(2)

Support for Research

128

(1)

The Literature

128

(1)

Licensing and Accreditation

129

(3)

Legal Considerations

130

(1)

Accreditation

131

(1)

Professional Organizations

132

(6)

International Professional Organizations

132

(2)

National Professional Organizations

134

(1)

Specialized, Regional, and Local Associations

135

(2)

Student Organizations

137

(1)

Codes of Ethics

138

(3)

Winning Acceptance and Stature

141

(2)

Toward a Promising Future

143

(1)

Notes

143

(3)

Additional Sources

146

(1)

Legal Considerations

147

(27)

Study Guide

147

(1)

What Is Law?

148

(2)

Public Relations and the First Amendment

150

(1)

Public Relations Access to Mass Media

151

(2)

Print Media

151

(1)

Broadcast Media

151

(1)

Cable Systems

152

(1)

The Internet

152

(1)

Access to Government Information and Meetings

153

(1)

Corporate Political Expression

154

(1)

Lobbying

155

(3)

Labor Relations

158

(1)

Representative Elections

158

(1)

Collective Bargaining

158

(1)

Regulation of Publicly Owned Companies

159

(2)

161

(3)

161

(2)

Trademarks

163

(1)

Tort Law: Libel and Privacy Invasion

164

(4)

Libel

164

(3)

Privacy

167

(1)

Other Legal Issues

168

(1)

Litigation Public Relations

168

(1)

Contract Law

168

(1)

Postscript

169

(1)

Notes

169

(4)

Additional Sources

173

(1)

Theoretical Underpinnings: Adjustment and Adaptation

174

(21)

Study Guide

174

(1)

The Ecological Approach

175

(1)

Tracking the Trends

176

(1)

A Systems Perspective

176

(5)

Environmental Change Pressures

178

(1)

Subsystems and Suprasystems

179

(1)

Organizations as Systems

180

(1)

Open and Closed Systems

181

(2)

Cybernetics in Open Systems

183

(4)

Open Systems Model of Public Relations

187

(4)

Notes

191

(2)

Additional Sources

193

(2)

Communication and Public Opinion

195

(27)

Study Guide

195

(1)

The Battle for Attention

196

(1)

Dissemination Versus Communication

197

(1)

Elements of the Communication Model

198

(5)

The Sender

198

(1)

The Message

199

(1)

The Medium or Channel

200

(1)

The Receivers

201

(1)

Context of the Relationship

201

(1)

The Social Environment

202

(1)

Communication Effects

203

(3)

Creating Perceptions of the World around Us

203

(1)

Setting the Agenda

204

(1)

Diffusing Information and Innovation

205

(1)

Defining Social Support

205

(1)

Publics and Their Opinions

206

(5)

Definition of Public Opinion

207

(2)

Publics

209

(2)

Individual Orientations and Coorientation

211

(6)

Orientation

211

(1)

Coorientation

212

(1)

Coorientational Consensus

213

(2)

Coorientational Relationships

215

(2)

Notes

217

(3)

Additional Sources

220

(2)

Internal Relations and Employee Communication

222

(29)

Study Guide

222

(1)

Importance of Internal Relations

223

(2)

Organizational Culture

225

(5)

Culture and Power

227

(1)

Dominant Coalition's Impact on Public Relations

227

(1)

Worldview and Organizational Culture

228

(2)

Internal Relations Challenges

230

(4)

Safety and Compliance

231

(1)

Labor Relations

231

(1)

Organizational Change: Mergers, Acquisitions, and Layoffs

232

(2)

Communicating Internally

234

(3)

Vision Statements

234

(1)

Mission Statements

235

(1)

Policy Documents

235

(1)

Training Materials

236

(1)

Internal Media

237

(6)

Employee Publications

237

(2)

Newsletters

239

(1)

Letters

239

(2)

Inserts and Enclosures

241

(1)

Published Speeches, Position Papers, and ``Backgrounders''

241

(1)

Bulletin Boards and Electronic Notices

242

(1)

Face-to-Face Communication and the ``Grapevine''

243

(5)

Hotlines

243

(1)

Meetings and Teleconferences

244

(1)

Video and Film Presentations

245

(2)

Displays

247

(1)

Notes

248

(2)

Additional Sources

250

(1)

External Media and Media Relations

251

(30)

Study Guide

251

(1)

New Media, New Challenges

252

(2)

Traditional Media, New Uses

254

(12)

Newspapers

255

(2)

Wire Services and News Syndicates

257

(3)

Magazines

260

(1)

Radio

261

(2)

Television

263

(3)

Cable and Satellite Television

266

(1)

Working with the Media

266

(11)

The Person in the Middle

268

(2)

Guidelines for Good Media Relations

270

(3)

Guidelines for Working with the Press

273

(4)

Notes

277

(3)

Additional Sources

280

(1)

PART 3 MANAGEMENT PROCESS

281

(105)

Step One: Defining Public Relations Problems

281

(27)

Study Guide

281

(1)

Management Process

282

(2)

Role of Research in Strategic Planning

284

(1)

Research Attitude

284

(1)

Listening as Systematic Research

285

(2)

Defining Public Relations Problems

287

(5)

Problem Statement

287

(1)

Situation Analysis

288

(4)

Research Process

292

(1)

Informal or ``Exploratory'' Methods

293

(6)

Personal Contacts

293

(1)

Key Informants

294

(1)

Focus Groups and Community Forums

294

(1)

Advisory Committees and Boards

295

(1)

Ombudsman or Ombuds Officer

296

(1)

Call-In Telephone Lines

297

(1)

Mail Analysis

298

(1)

Online Sources

298

(1)

Field Reports

299

(1)

Formal Methods

299

(6)

Secondary Analysis and Online Databases

301

(1)

Content Analysis

302

(1)

Surveys

302

(3)

Notes

305

(2)

Additional Sources

307

(1)

Step Two: Planning and Programming

308

(30)

Study Guide

308

(1)

Strategic Thinking

309

(3)

Public Relations as Part of Strategic Thinking

309

(1)

Management Expectations

310

(2)

Strategic Management

312

(5)

Mission Statements

313

(1)

Management by Objectives

314

(1)

Strategy and Tactics

315

(1)

Reasons for Planning

316

(1)

Writing the Program

317

(8)

Program Plan

317

(1)

Role of Working Theory

318

(3)

Defining Target Publics

321

(2)

Writing Program Objectives

323

(2)

Planning for Program Implementation

325

(10)

Writing Planning Scenarios

325

(1)

Anticipating Disasters and Crises

326

(3)

Establishing an Information Center

329

(2)

Budgeting

331

(1)

Pretesting Program Elements

332

(2)

Selling the Plan

334

(1)

Notes

335

(2)

Additional Sources

337

(1)

Step Three: Taking Action and Communicating

338

(23)

Study Guide

338

(1)

Action and Communication

338

(1)

The Action Component of Strategy

339

(5)

Acting Responsively and Responsibly

339

(1)

Coordinating Action and Communication

340

(2)

Action as an Open Systems Response

342

(2)

Communication Component of Strategy

344

(13)

Framing the Message

344

(4)

Semantics

348

(1)

Symbols

349

(2)

Barriers and Stereotypes

351

(2)

Putting It All Together in a Campaign

353

(1)

Disseminating the Message

354

(2)

Reconsidering the Process

356

(1)

Implementing the Strategy

357

(1)

Notes

358

(2)

Additional Sources

360

(1)

Step Four: Evaluating the Program

361

(25)

Study Guide

361

(1)

The Push for Measurable Results

362

(2)

Evaluation Research Process

364

(3)

Levels of Program Evaluation

367

(14)

Preparation Criteria and Methods

368

(3)

Implementation Criteria and Methods

371

(5)

Impact Criteria and Methods

376

(5)

Interpreting and Using Results of Evaluation

381

(2)

Notes

383

(2)

Additional Sources

385

(1)

PART 4 THE PRACTICE

386

(90)

Business and Industry Public Relations

386

(24)

Study Guide

386

(1)

The Profit Motive

387

(1)

Public Relations in Corporate Organizations

388

(2)

Corporate Social Responsibility

390

(6)

Corporate Philanthropy

396

(1)

Corporate Financial Relations

397

(1)

Business Misconduct

398

(5)

Remedies for Corporate Misbehavior

403

(1)

Restoring Public Trust

404

(1)

Terrorism and Corporate Security

404

(2)

Globalization

406

(1)

Notes

407

(2)

Additional Sources

409

(1)

Government and Public Affairs

410

(33)

Study Guide

410

(1)

The Goals of Public Affairs in Government

411

(1)

Informing Constituents

412

(3)

U.S. Department of State

413

(1)

International Broadcasting

414

(1)

Ensuring Active Cooperation in Government Programs

415

(1)

Fostering Citizen Support

416

(3)

Public Participation

417

(1)

Public Opinion Surveys

418

(1)

Serving as the Public's Advocate

419

(1)

Electronic Government and Citizen Participation

420

(1)

Managing Information Internally

421

(1)

Facilitating Media Relations

421

(1)

Building Community and Nation

422

(2)

U.S. Programs

422

(1)

Other Nations

423

(1)

Barriers to Effective Government Public Affairs

424

(5)

Questionable Credibility

424

(1)

Public Apathy

425

(1)

Legislative Hostility

426

(3)

Government-Media Relations

429

(5)

Media Access to Government

429

(1)

Government Dependence on Media

430

(2)

Media Reporting of Government

432

(2)

Military Public Affairs

434

(1)

Government as Business

435

(2)

Public Affairs in Politics

437

(1)

Notes

438

(4)

Additional Sources

442

(1)

Nonprofits, Trade Associations, and Nongovernmental Organizations

443

(33)

Study Guide

443

(1)

The Third Sector

444

(5)

Defining Nonprofit Organizations

444

(1)

Volunteerism and Philanthropy

445

(1)

Changing Climate

445

(4)

Role of Public Relations in Nonprofit Organizations

449

(2)

Foundations

451

(1)

Social Service Agencies

451

(2)

Health Care

453

(4)

Health Care in Crisis

453

(1)

Health-Care Public Relations and Marketing

454

(1)

Role of the News Media

455

(2)

Education

457

(4)

Accountability

457

(1)

Public Relations for Public Schools

457

(2)

Higher Education

459

(2)

College Presidents' Public Relations Role

461

(1)

Churches and Other Nonprofit Organizations

461

(2)

Associations and Societies

463

(4)

Types of Associations

463

(2)

The Problem of Serving Many Masters

465

(1)

Growing Importance of Public Relations

465

(2)

The Nature of Programming

467

(1)

Labor Unions

467

(4)

The Role of Public Relations

469

(1)

The Problem of Strikes

469

(2)

The Challenge for Labor

471

(1)

Notes

471

(3)

Additional Sources

474

(2)

Index

476

Cutlip and Center's Effective Public Relations

9780130082008

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Summary

Author Biography

Table of Contents