Public Relations : A Values-Driven Approach

by Guth, David; Marsh, Charles; Guth, David W.

Edition:

1st

ISBN13:

9780205295746

ISBN10:

0205295746

Format:

Paperback

Pub. Date:

1/1/2000

Publisher(s):

Allyn & Bacon

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Summary

In a time when society is holding individuals and organizations to high standards of conduct, Public Relations teaches students how to build ethical, productive relationships with strategic constituencies. By placing public relations in a broad social context, Public Relations: A Values-Driven Approach provides an introduction to a dynamic, growing, and honorable profession. Steeped in the traditions and theories of public relations, the book features a lively, informal tone designed to engage the audience. It abounds with lively anecdotes. A sustained focus on how public relations activities reflect and affect an organization's core values is a thread that runs through every chapter.

Preface

About the Authors

xix

SECTION I: Foundations of Public Relations

What Is Public Relations?

(28)

Public Relations: Separating Fact from Fiction

(6)

The Search for a Definition

(2)

Public Relations Defined

(2)

Prsa's View of the Profession

(1)

Theory versus Reality

(2)

The Hunt-Grunig Models of Public Relations

(1)

Public Relations and Marketing

(1)

Why a Public Relations Career?

(3)

A Profession or a Trade?

(1)

A Profile of Practitioners

(1)

J.C. Penney Company

(1)

The Public Relations Process

(2)

The Traditional Four-Step Model of the Public Relations Process

(1)

The Dynamic Model of the Public Relations Process

(1)

The Role of Values in Public Relations

(1)

Actions Speak Louder Than Words---Part I

(1)

Values-Driven Public Relations

(5)

Actions Speak Louder Than Words---Part II

(1)

Whose Values Should You Follow?

(1)

Johnson & Johnson

(1)

How Organizations Establish Their Values

(1)

Summary

(1)

Discussion Questions

(4)

Samuel L. Waltz Jr., Apr, Sam Waltz & Associates

(2)

Thumbs Up, Ashland Inc.; Thumbs Down, Exxon: A Tale of Two Oil Spills

(2)

The Question

(1)

Key Terms

(1)

Notes

(2)

Jobs in Public Relations

(25)

Where the Jobs Are

(10)

Corporations

(4)

Nonprofit Organizations and Trade Associations

(1)

Ben & Jerry's Homemade, Inc.

(1)

Governments

(1)

The Values of Successful Employers

(2)

Public Relations Agencies

(1)

Independent Public Relations Consultants

(1)

Getting that First Job or Internship

(1)

Public Relations Activities and Duties

(4)

Action in Alabama

(1)

Salaries in Public Relations

(2)

Standards of Professional Performance

(1)

What's Important in a Job?

(1)

Summary

(1)

Discussion Questions

(5)

Mike Swenson, Barkley Evergreen & Partners

(2)

Silver Anvils and Gold Quills

(1)

A List to Avoid

(2)

Career Day at High School

(1)

Key Terms

(1)

Notes

(1)

A Brief History of Public Relations

(33)

Premodern Public Relations

(6)

Trends Leading to the Development of Modern Public Relations

(3)

Pre-Twentieth-Century America

(1)

The United States Constitution

(1)

Thomas Paine: Revolutionary Practitioner?

(1)

The Seedbed Years

(4)

Theodore Roosevelt (1858-1919)

(1)

Ivy Ledbetter Lee (1877-1934)

(1)

War and Propaganda

(6)

The Strange Case of the Zimmerman Telegram

(2)

Edward L. Bernays (1891-1995)

(1)

Why Bernays and Not Lee?

(1)

The Mother of Public Relations

(1)

American Red Cross

(1)

The Postwar Boom

(3)

Postwar Social Activism

(1)

Other Notable Figures From Public Relations' Past

(1)

The Downsizing of the United States

(3)

The Baby Boomers Come of Age

(2)

``Future History''

(1)

Summary

(1)

Discussion Questions

(6)

Tim Moore, Rock and Roll Hall of Fame and Museum

(2)

Torches of Freedom

(2)

Corporate Giving

(1)

Megashop Comes to Sunnyview

(1)

Key Terms

(1)

Notes

(3)

The Publics in Public Relations

(42)

Two Words: Public and Relations

(1)

The Publics in Public Relations

(5)

Traditional and Nontraditional Publics

(3)

Latent, Aware, and Active Publics

(1)

Intervening Publics

(1)

Primary and Secondary Publics

(1)

Internal and External Publics

(1)

Your Tax Dollars at Work

(1)

Domestic and International Publics

(1)

What Do We Need to Know about Each Public?

(3)

The Traditional Publics in Public Relations

(22)

Employees

(3)

The News Media

100

(1)

Sabotage in the Workplace

101

(2)

Governments

103

(1)

American Society of Newspaper Editors

104

(1)

Microsoft Learns the Hard Way

105

(1)

Investors

106

(4)

Consumers/Customers

110

(3)

The Customer is Always Right?

113

(1)

Multicultural Communities

113

(4)

Constituents (Voters)

117

(2)

Summary

119

(1)

Discussion Questions

119

(6)

Gordon Lindsey, J.C. Penney Company

120

(1)

Cloudy Days for Sunbeam

121

(1)

Parrott Talks; Rand Mcnally Listens

122

(2)

The Tuition Increase

124

(1)

Key Terms

125

(1)

Notes

125

(4)

Communication Theory and Public Opinion

129

(32)

The Power of Public Opinion

130

(2)

A Communication Model

132

(4)

Mokusatsu

134

(2)

Theories of Persuasion

136

(6)

The Magic Bullet Theory

136

(1)

The Two-Step Theory

137

(1)

The N-Step Theory

137

(1)

Diffusion Theory

137

(1)

The Agenda-Setting Hypothesis

138

(1)

A Royal Mess

139

(1)

Uses and Gratifications Theory

140

(1)

A Two-Way Process

141

(1)

The Third Battle of Bull Run

142

(1)

Motivation

142

(4)

Maslow's Hierarchy of Needs

143

(1)

Examples of Maslow's Theory at Work

144

(1)

Flashes in the Pan

145

(1)

Persuasion and Public Opinion

146

(4)

Aristotle, Persuasion, and Public Relations

147

(1)

The Evolution of Public Opinion

147

(1)

Persuasion versus Manipulation

148

(1)

A Public Opinion Checklist

149

(1)

Provincial Emergency Program

150

(1)

Summary

150

(1)

Discussion Questions

151

(8)

Tresa Coe, Mothers Against Drunk Driving

151

(2)

Using Public Relations to Ban Land Mines

153

(2)

Citizens for a Free Kuwait

155

(3)

The Acme Widget Company

158

(1)

Key Terms

159

(1)

Notes

159

(2)

Ethics in Public Relations

161

(30)

What Are Ethics?

162

(2)

Ethics Codes for Values-Driven Public Relations

162

(2)

The Rewards of Ethical Behavior

164

(3)

The Ethics Codes of Prsa and IABC

165

(2)

Objectivity versus Advocacy: A Misleading Ethics Debate

167

(5)

Aristotle and the Golden Mean

168

(2)

Objectivity versus Advocacy: The Solution

170

(1)

Aristotle and the Power of Character

171

(1)

Challenges to Ethical Behavior

172

(3)

Dilemmas

172

(1)

Overwork

172

(1)

Legal/Ethical Confusion

173

(1)

Cross-Cultural Ethics

173

(1)

Immanuel Kant and the Categorical Imperative

174

(1)

Short-Term Thinking

174

(1)

Achieving Ethical Behavior

175

(7)

Ethics Audits

175

(1)

Integrating Ethics into the Public Relations Process

176

(1)

The Potter Box

176

(2)

Jeremy Bentham, John Stuart Mill, and Utilitarianism

178

(1)

John Rawls and Social Justice

179

(1)

The Potter Box at Work

179

(1)

Goodwill Industries of Orange County

180

(2)

Summary

182

(1)

Discussion Questions

183

(6)

Terrie Williams, The Terrie Williams Agency

183

(1)

Inside the Body Shop

184

(2)

Undisclosed Interest: Glaxo Wellcome and the Committee to Protect MDIs

186

(2)

Trouble Brewing

188

(1)

Key Terms

189

(1)

Notes

189

(2)

SECTION II: The Public Relations Process

Research and Evaluation

191

(37)

The Value of Research and Evaluation

192

(2)

Research, Evaluation, and Tobacco

193

(1)

The Many Uses of Research and Evaluation

194

(2)

Developing a Research Strategy: What Do I Want to Know?

196

(4)

Client Research

197

(1)

Stakeholder Research

197

(1)

Problem-Opportunity Research

197

(2)

Issues Management and the Aids Epidemic

199

(1)

Bureau of Labor Statistics

200

(1)

Evaluation Research

200

(1)

Developing a Research Strategy: How Will I Gather Information?

200

(8)

Secondary (Library) Research

202

(1)

Feedback Research

203

(1)

The Communication Audit

204

(1)

Focus Groups

205

(3)

Survey Research

208

(9)

The Survey Sample

209

(1)

What do Survey Results Really Mean?

209

(6)

The Survey Instrument

215

(1)

Five Ways to Ask Questions

216

(1)

Analyzing Survey Results

217

(3)

Back to City Hospital

219

(1)

Summary

220

(1)

Discussion Questions

220

(6)

Walter K. Lindenmann, Ketchum Public Relations Worldwide

221

(1)

The Battle Over Clean Air Regulations

222

(2)

President Landon and President Dewey

224

(2)

Tinker, Evers & Chance

226

(1)

Key Terms

226

(1)

Notes

227

(1)

Planning: The Strategies of Public Relations

228

(28)

The Basics of Values-Driven Planning

230

(1)

Different Kinds of Public Relations Plans

231

(3)

Ad Hoc Plans

231

(1)

Standing Plans

231

(1)

Contingency Plans

232

(1)

Planning for the Entire Organization

233

(1)

Why Do We Plan?

234

(2)

To Keep Our Actions in Line with Our Organization's Values-Based Mission

234

(1)

To Help Us Control Our Destiny

234

(1)

To Help Us Better Understand and Focus Our Research

235

(1)

To Help Us Achieve Consensus

235

(1)

To Allow Effective Management of Resources

235

(1)

Boeing Company

236

(1)

How Do We Plan?

236

(10)

Consensus Building

237

(1)

Brainstorming

237

(2)

Goals, Objectives, and Tactics: The Written Plan

239

(1)

The Prsa Planning Grid

240

(2)

Sacramento Police Department

242

(3)

The Challenge of Measurability

245

(1)

Expanding a Plan into a Proposal

246

(1)

Qualities of a Good Plan

247

(1)

Summary

248

(1)

Discussion Questions

248

(6)

Fred Repper, Retired Public Relations Consultant

249

(1)

MCI Changes the Message

250

(2)

No News is Bad News: Media Relations at the Atlanta Olympics

252

(2)

Planning a Blood Drive

254

(1)

Key Terms

254

(1)

Notes

255

(1)

Communication: The Tactics of Public Relations

256

(41)

Communicating with Specific Publics

257

(1)

Tactics as Messages and Channels

258

(5)

Special Events

259

(1)

Controlled Media

260

(1)

Don't Forget the Net

261

(1)

Uncontrolled Media

262

(1)

Controlled versus Uncontrolled Media

262

(1)

Procter & Gamble

263

(1)

Tactics and Traditional Publics

263

(24)

Employees

264

(2)

Extranets: Vendor Relations Goes High-Tech

266

(1)

News Media

267

(8)

Investors

275

(1)

Beating the Odds: Successful News Releases

276

(2)

The Viagra VNR

278

(1)

Community Groups

278

(2)

Governments

280

(2)

Lobbies in the U.S.A.: Who Has the Clout?

282

(1)

Customers

282

(3)

Constituents (Voters)

285

(2)

Accomplishing the Tactics

287

(1)

Summary

288

(1)

Discussion Questions

289

(6)

Evie Lazzarino, Richard Nixon Library & Birthplace

289

(2)

Comic Relief in Texas

291

(1)

The Dog That Didn't Bark: Abercrombie & Fitch and Madd

292

(2)

The Tuition Increase Revisited

294

(1)

Key Terms

295

(1)

Notes

296

(1)

Writing and Presentation Skills

297

(44)

The Importance of Writing and Presentation Skills

298

(1)

A Context for Public Relations Writing

299

(1)

The Writing Process

299

(20)

Credbility: Stage One of the Writing Process

302

(1)

Writing for Diverse Publics: Tips for Inclusive Language

303

(1)

Research: Stage Two of the Writing Process

304

(2)

Organization: Stage Three of the Writing Process

306

(3)

Writing: Stage Four of the Writing Process

309

(2)

Revision: Stage Five of the Writing Process

311

(1)

Ten Tips for Writing Better Sentences

312

(1)

Macroediting: Stage Six of the Writing Process

313

(1)

Microediting: Stage Seven of the Writing Process

314

(2)

Approval: Stage Eight of the Writing Process

316

(2)

Distribution: Stage Nine of the Writing Process

318

(1)

Evaluation: Stage Ten of the Writing Process

318

(1)

Writing for the Ear

319

(4)

Grammar on the Web

320

(3)

The Process of Successful Presentations

323

(8)

Researching Your Presentation

323

(1)

Kellogg Company

324

(1)

Planning Your Presentation

324

(4)

Making Your Presentation

328

(1)

Conquering the Presentation Jitters

329

(1)

Evaluating Your Presentation

330

(1)

Summary

331

(1)

Discussion Questions

331

(8)

Kerry Tucker and Adam Behar, Nuffer, Smith, Tucker

332

(3)

Letter from Birmingham Jail

335

(2)

Poison Postcards in Kansas

337

(2)

Elayne Anderson's Speech

339

(1)

Key Terms

339

(1)

Notes

340

(1)

New Communications Technology

341

(38)

The Growth of New Technology

342

(4)

Is the Medium the Message?

344

(1)

The Role of Values in Message and Medium Selection

344

(2)

The Digital Revolution

346

(5)

Convergence and Hypermedia

347

(1)

Public Relations and the Evolution of TV

348

(1)

Convergence Issues

349

(2)

Virtual Public Relations

351

(1)

Computer Technology

351

(1)

The Internet

352

(11)

Motorola, Inc.

353

(1)

The History of the Internet

354

(2)

Individuals as Gatekeepers

356

(2)

Spinning ``The Web''

358

(1)

Individuals as Publishers

358

(2)

Other Internet Issues

360

(2)

The Dark Side of the Web

362

(1)

Wireless Communications Technology

363

(3)

Satellite Communications

364

(2)

Satellite Media Tours

366

(1)

Why ``New'' Isn't Always ``Better''

366

(3)

New Tools for an Old Profession

368

(1)

Summary

369

(1)

Discussion Questions

370

(6)

Craig Settles, Successful.Com

370

(1)

The Mount Everest Tragedy

371

(3)

Freedom of Expression in the Digital Age

374

(1)

Hale & Hardy All-Natural Granola Bars

375

(1)

Key Terms

376

(1)

Notes

376

(3)

SECTION III: Public Relations Today and Tomorrow

Crisis Communications

379

(36)

Learning Hard Lessons from Others

380

(6)

Crises Can Happen to Anyone

382

(1)

National Aeronautics and Space Administration

383

(1)

The Lessons of Dallas

384

(2)

The Anatomy of a Crisis

386

(7)

What Is a Crisis?

386

(2)

Crisis Dynamics

388

(2)

Crises Can Bring Opportunity

390

(1)

Twenty-First-Century Crises

391

(2)

Crisis Communications Planning

393

(11)

Step One: Risk Assessment

393

(2)

The Crisis Plotting Grid

395

(1)

Step Two: Developing the Plan

396

(5)

Step Three: Response

401

(1)

Things to Do Before a Crisis Breaks

402

(1)

Step Four: Recovery

403

(1)

Crisis Planning Ethics

404

(1)

Pepsico

405

(1)

Summary

405

(1)

Discussion Questions

406

(7)

Tom Ditt, North Carolina Division of Emergency Management

406

(2)

Mitsubishi's Lemon

408

(1)

Classic Crises: Tylenol and Pepsi

409

(3)

Death of a Salesman

412

(1)

Key Terms

413

(1)

Notes

413

(2)

Integrated Marketing Communications

415

(27)

The Decline of Mass Marketing

416

(2)

An Alternative: Integrated Marketing Communications

416

(1)

IMC: Public Relations, Advertising, and Marketing

417

(1)

The Impact of IMC on Public Relations

418

(3)

Direct Mail: Also Known as Junk Mail

419

(1)

The Impact of Public Relations on IMC

419

(1)

The J.M. Smucker Company

420

(1)

Differences between Public Relations and IMC

420

(1)

A Closer Look at Marketing

421

(3)

Marketing Public Relations

422

(2)

A Closer Look at IMC

424

(4)

Focusing on Individual Customers

424

(1)

Sending One Clear Message

424

(1)

IMC on the World Wide Web

425

(3)

How IMC Works

428

(5)

Creating an IMC Campaign

428

(3)

The Vips of IMC

431

(1)

Applying IMC

431

(2)

Problems with IMC

433

(1)

Summary

434

(1)

Discussion Questions

435

(6)

Vin Cipolla, Pamet River Inc.

435

(2)

Hal Riney Launches Saturn into Orbit

437

(1)

Reebok and the Incubus

438

(2)

Making the Pitch

440

(1)

Key Terms

441

(1)

Notes

441

(1)

Cross-Cultural Communication

442

(29)

Cultures: Definitions and Characteristics

443

(7)

Attitudes about Time

445

(1)

Attitudes about Formality

446

(1)

Special Olympics

447

(1)

Attitudes about Individualism

447

(1)

Attitudes about Rank and Hierarchy

447

(1)

The Melting-Pot Myth

448

(1)

Attitudes about Religion

448

(1)

Attitudes about Taste and Diet

449

(1)

Attitudes about Colors, Numbers, and Symbols

449

(1)

Attitudes about Assimilation and Acculturation

449

(1)

Cross-Cultural Communication: Definitions and Dangers

450

(4)

Encoding and Decoding

451

(1)

Gestures and Clothing

452

(1)

Stereotyping

452

(1)

Lost in Translation: Part One

453

(1)

Achieving Successful Cross-Cultural Communication: A Process

454

(8)

Sensitivity

454

(2)

Lost in Translation: Part Two

456

(1)

Commitment

457

(1)

Research

457

(1)

Local Assistance

458

(1)

Diversity

458

(1)

Testing

458

(2)

Corporate Culture Clash

460

(1)

Evaluation

460

(1)

Advocacy

460

(2)

Continuing Education

462

(1)

Summary

462

(1)

Discussion Questions

463

(5)

Renu K. Aldrich, Pr Newswire

463

(2)

A Toast to Coors

465

(1)

Border Wars for Wal-Mart

466

(2)

Cultures Close to Home

468

(1)

Key Terms

468

(1)

Notes

468

(3)

Public Relations and the Law

471

(41)

Public Relations, the Law, and You

472

(1)

Public Relations and the First Amendment

473

(3)

Political versus Commercial Speech

474

(1)

The Key: Know Your Own Business

475

(1)

Federal Agencies That Regulate Speech

476

(10)

The Federal Trade Commission

476

(1)

The Freedom of Information Act

477

(1)

The Securities and Exchange Commission

477

(5)

Sec Rule 10B-5

482

(2)

The Federal Communications Commission

484

(1)

Agency for Toxic Substances and Disease Registry

485

(1)

The Food and Drug Administration

485

(1)

Libel

486

(5)

The Burden of Proof in Libel

487

(1)

Actual Malice

488

(1)

Common Law Libel

489

(1)

``Free Speech Rocks!''

490

(1)

Privacy

491

(2)

Privacy Issues in Public Relations

492

(1)

493

(3)

493

(1)

R.I.P. Larry Bud Melman?

494

(2)

Litigation Public Relations

496

(5)

Public Relations as a Legal Strategy

497

(2)

The Use of LPR Tactics

499

(1)

Is LPR in Society's Best Interests?

500

(1)

Summary

501

(1)

Discussion Questions

502

(6)

Richard S. Levick, Levick Strategic Communications

502

(2)

The Court of Public Opinion

504

(2)

The Lion Roars

506

(2)

Supergas

508

(1)

Key Terms

508

(1)

Notes

509

(3)

Your Future in Public Relations

512

(33)

A New Century with New Challenges

513

(1)

Public Relations' Mixed Legacy

513

(1)

Social Forces and Public Relations

514

(14)

The Global Spread of Democracy

514

(1)

Public Relations in the New Russia

514

(2)

Interconnectedness

516

(1)

The Changing Face of the United States

517

(1)

The Growing Hispanic Market

518

(2)

The Growth in World Population

520

(2)

The Greening of Public Relations

522

(2)

Feminization of the Workplace

524

(2)

League of Women Voters of the United States

526

(1)

Sexual Harassment

527

(1)

Where Public Relations Is Headed

528

(5)

Virtual Public Relations

532

(1)

Your Future in Public Relations

533

(4)

The Future of Values-Driven Public Relations

535

(2)

Summary

537

(1)

Discussion Questions

537

(5)

Kent Landers, 1998-99 Prssa National President

538

(1)

Thumbs Up, Abbott Laboratories; Thumbs Down, Nestle

539

(2)

Battling Bambi

541

(1)

Key Terms

542

(1)

Notes

542

(3)

Appendix A Code of Professional Standards for the Practice of Public Relations, Public Relations Society of America

545

(8)

Appendix B Code of Ethics for Professional Communicators, International Association of Business Communicators

553

(3)

Glossary

556

(13)

Index

569

Public Relations : A Values-Driven Approach

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Table of Contents