Handbook of Public Relations

by Robert L. Heath

• ISBN13: 9781412909549
• ISBN10: 1412909546
• Format: Paperback
• Copyright: 2004-07-08
• Publisher: Sage Publications, Inc

Summary

The Handbook of Public Relations offers a comprehensive and detailed examination of the field. It gives scholars, practitioners, and students a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationship between organizations, markets, audiences, and publics.

Table of Contents

Preface	p. xiii
Defining the Discipline
Shifting Foundations: Public Relations as Relationship Building	p. 1
Two-Way Symmetrical Public Relations: Past, Present, and Future	p. 11
A Rhetorical Enactment Rationale for Public Relations: The Good Organization Communicating Well	p. 31
Public Relations and Community: A Reconstructed Theory Revisited	p. 51
Cultural Topoi: Implications for Public Relations	p. 61
Updating Public Relations: "New Science," Research Paradigms, and Uneven Developments	p. 75
In Search of a Metatheory for Public Relations: An Argument for Communitarianism	p. 93
Interpersonal Communication and Public Relations	p. 105
Public Relations Field Dynamics	p. 115
Bringing Publics Into Public Relations: New Theoretical Frameworks for Practice	p. 127
Research Perspectives on "the Public"	p. 139
Public Relations and Crisis Communication: Organizing and Chaos	p. 155
Public Relations as Contested Terrain: A Critical Response	p. 167
Defining the Practice
The Dynamics of Change in Public Relations Practice	p. 183
Dynamics of Change
The Mystery Of Public Relations: Unraveling Its Past, Unmasking Its Future	p. 189
Defining the Relationship Between Public Relations and Marketing: Public Relations' Most Important Challenge	p. 205
Extending Strategic Planning to Communication Tactics	p. 215
Public Relations and the Question of Professionalism	p. 223
How Feminist Theory Advanced the Practice of Public Relations	p. 237
Public Relations Law	p. 247
Integrating Planning and Evaluation: Evaluating the Public Relations Practice and Public Relations Programs	p. 259
Media Effects Research for Public Relations Practitioners	p. 269
Stewardship: The Fifth Step in the Public Relations Process	p. 279
Activism	p. 291
Public Relations and Conflict Resolution	p. 301
Organizational Legitimacy
Public Relations and the Ecology of Organizational Change	p. 311
The Centrality of Organizational Legitimacy to Public Relations Practice	p. 321
Issues Management: The Paradox of the 40-Year U.S. Tobacco Wars	p. 335
Using the Collapse Model of Corporate Image for Campaign Message Design	p. 347
Educating Practitioners
The Workplace, Undergraduate Education, and Career Preparation: The Public Relations Academic and Practitioner Views	p. 357
Accreditation: Is There Access to the Process for All Public Relations Academic Programs--If Desired?	p. 369
Case Studies and Their Use in Public Relations	p. 381
Public Relations Ethics
Public Relations and Social Responsibility	p. 389
Public Relations Ethics: An Overview and Discussion of Issues for the 21st Century	p. 403
Ethics in Public Relations: Theory and Practice	p. 411
Public Relations Between Universality and Particularity: Toward a Moral-Philosophical Conception of Public Relations Ethics	p. 423
The Measurement of Ethics: Instruments Applicable to Public Relations	p. 435
In Search of Best Practices
Learning Best Practices From Experience and Research	p. 441
Best Practices in Planning and Organization
A New Order for Public Relations: Goodbye Cost Center, Hello Profit Center	p. 445
Best Practices in the Public Relations Agency Business	p. 451
Strategic Media Planning: Toward an Integrated Public Relations Media Model	p. 461
Improving Corporate and Organization Communications: A New Look at Developing and Implementing the Communication Audit	p. 471
Best Practices in Crisis Communication
Crisis Communication: A Review of Some Best Practices	p. 479
Anticipatory Model of Crisis Management: A Vigilant Response to Technological Crises	p. 487
Corporate Apologia: When an Organization Speaks in Defense of Itself	p. 501
Race and Reputation: Restoring Image Beyond the Crisis	p. 513
Best Practices in Relationship Building
Relationships Within Communities: Public Relations for the New Century	p. 521
Managing Community Relationships to Maximize Mutual Benefit: Doing Well by Doing Good	p. 527
Best Practices in Educational Public Relations
Educational Public Relations	p. 535
Strength in Diversity: The Place of Public Relations in Higher Education Institutions	p. 543
Sports Information Directing: A Plea for Helping an Unknown Field	p. 551
Best Practices in Context
Political Power Through Public Relations	p. 557
Labor and Public Relations: The Unwritten Roles	p. 565
Public Relations in the Health Care Industry	p. 571
Public Relations in Cyberspace
The Frontier of New Communication Technologies	p. 579
Cyberspin: The Use of New Technologies in Public Relations	p. 583
On-Line Research Techniques for the Public Relations Practitioner	p. 591
Public Relations and New Media Technology: The Impact of the Internet	p. 603
The Development of a Structuration Analysis of New Publics in an Electronic Environment	p. 615
Globalizing Public Relations
Globalization--The Frontier of Multinationalism and Cultural Diversity	p. 625
International Public Relations: Opportunities and Challenges for the 21st Century	p. 629
Effective Public Relations in the Multinational Organization	p. 639
International Public Relations: A Focus on Pedagogy	p. 649
New Zealand Perspectives on Public Relations	p. 659
The Development of Public Relations in China, Russia, and the United States	p. 665
The Changing Shape of Public Relations in the European Union	p. 675
Middle East Public Relations: A New Frontier in the United States	p. 685
References	p. 691
Index	p. 771
About the Contributors	p. 791
Table of Contents provided by Syndetics. All Rights Reserved.