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Public Relations : A Values-Driven Approach

by ;
Edition:
2nd
ISBN13:

9780205359691

ISBN10:
0205359698
Format:
Paperback
Pub. Date:
1/1/2003
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: A Values-Driven Approach 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 an engaging, informal tone. 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.

Table of Contents

Preface xvii
About the Authors xxi
section one Foundations of Public Relations
What Is Public Relations?
1(30)
Public Relations: Separating Fact from Fiction
2(6)
The Search for a Definition
4(1)
Public Relations Defined
5(1)
Quick Break 1.1 PRSA's View of the Profession
6(2)
Theory versus Reality
8(3)
The Hunt-Grunig Models of Public Relations
9(1)
Public Relations and Marketing
10(1)
Why a Public Relations Career?
11(3)
A Profile of Practitioners
11(1)
Quick Break 1.2 A Profession or a Trade?
12(1)
Values Statement 1.1 J.C. Penney Company
13(1)
The Public Relations Process
14(2)
The Traditional Four-Step Model of the Public Relations Process
14(1)
The Dynamic Model of the Public Relations Process
15(1)
The Role of Values in Public Relations
16(1)
Actions Speak Louder Than Words-Part I
17(1)
Values-Driven Public Relations
17(4)
Actions Speak Louder Than Words-Part II
18(1)
Whose Values Should You Follow?
19(1)
Quick Break 1.3 How Organizations Establish Their Values
20(1)
Summary
21(1)
Discussion Questions
22(6)
Memo from the Field Joann E. Killeen, Killeen Communications
22(2)
Case Study 1.1 Making New Friends at Coors
24(2)
Case Study 1.2 The Harsh Lessons of History
26(2)
It's Your Turn The Question
28(1)
Key Terms
28(1)
Notes
29(2)
Jobs in Public Relations
31(25)
Where the Jobs Are
32(10)
Corporations
32(4)
Nonprofit Organizations and Trade Associations
36(1)
Valves Statement 2.1 Public Relations Society of America
37(1)
Quick Break 2.1 The Values of Successful Employers
38(1)
Governments
38(1)
Public Relations Agencies
39(1)
Independent Public Relations Consultants
39(2)
Quick Break 2.2 Getting That First Job or Internship
41(1)
Public Relations Activities and Duties
42(3)
Quick Break 2.3 Characteristics of Successful Public Relations Careers
44(1)
Salaries in Public Relations
45(1)
Quick Break 2.4 The People in Public Relations
46(1)
What's Important in a Job?
46(1)
Summary
47(1)
Discussion Questions
48(6)
Memo from the Field Mike Swenson, Barkley Evergreen & Partners
48(2)
Case Study 2.1 Wrestling for Success
50(2)
Case Study 2.2 A List to Avoid
52(1)
It's Your Turn Career Day At High School
53(1)
Key Terms
54(1)
Notes
54(2)
A Brief History of Public Relations
56(34)
Premodern Public Relations
57(6)
Trends Leading to the Development of Modern Public Relations
58(2)
Quick Break 3.1 A Real Event or a Pseudoevent?
60(1)
Values Statement 3.1 The United States Constitution
61(1)
Pre-20th-Century America
61(1)
Quick Break 3.2 Thomas Paine: Revolutionary Practitioner?
62(1)
The Seedbed Years
63(5)
Theodore Roosevelt (1858-1919)
65(1)
Ivy Ledbetter Lee (1877-1934)
66(2)
War and Propaganda
68(5)
Edward L. Bernays (1891-1995)
69(1)
Quick Break 3.3 The Strange Case of the Zimmerman Telegram
70(2)
Quick Break 3.4 The Mother of Public Relations
72(1)
Why Bernays and Not Lee?
73(1)
The Postwar Boom
73(3)
Postwar Social Activism
74(1)
Quick Break 3.5 Other Notable Figures From Public Relations' Past
75(1)
The Downsizing of the United States
76(1)
The Baby Boomers Come of Age
77(1)
``Future History''
77(1)
Summary
78(1)
Discussion Questions
79(8)
Memo from the Field Michael Devlin, Rock and Roll Hall of Fame and Museum
79(2)
Case Study 3.1 Remembering the Victims
81(3)
Case Study 3.2 Torches of Freedom
84(2)
It's Your Turn Megashop Comes to Sunnyview
86(1)
Key Terms
87(1)
Notes
87(3)
The Publics in Public Relations
90(45)
What Is a Public?
91(2)
Why Do We Need Relationships with Publics?
92(1)
The Publics in Public Relations
93(6)
Traditional and Nontraditional Publics
94(2)
Latent, Aware, and Active Publics
96(1)
Quick Break 4.1 Your Tax Dollars at Work
97(1)
Intervening Publics
97(1)
Primary and Secondary Publics
97(1)
Internal and External Publics
98(1)
Domestic and International Publics
98(1)
What Do We Need to Know about Each Public?
99(3)
Coorientation
101(1)
The Traditional Publics in Public Relations
102(22)
Employees
102(4)
Quick Break 4.2 Sabotage in the Workplace
106(1)
The News Media
107(1)
Values Statement 4.1 Sacramento Police Department
108(1)
Governments
109(2)
Quick Break 4.3 James Bond Saves the Whales?
111(1)
Investors
112(2)
Consumers/Customers
114(3)
Quick Break 4.4 The Customer is Always Right?
117(1)
Multicultural Communities
118(2)
Constituents (Voters)
120(2)
Businesses
122(2)
Summary
124(1)
Discussion Questions
124(6)
Memo from the Field Gordon Lindsey, J.C. Penney Company
125(1)
Case Study 4.1 Cloudy Days for Sunbeam
126(2)
Case Study 4.2 Parrott Talks; Rand McNally Listens
128(1)
It's Your Turn The Tuition Increase
129(1)
Key Terms
130(1)
Notes
130(5)
Communication Theory and Public Opinion
135(32)
The Power of Public Opinion
136(2)
A Communication Model
138(3)
Quick Break 5.1 Mokusatsu
140(1)
Theories of Persuasion
141(7)
The Magic Bullet Theory
141(1)
The Two-Step Theory
142(1)
The N-Step Theory
142(1)
Diffusion Theory
143(1)
The Agenda-Setting Hypothesis
143(1)
Quick Break 5.2 Framing Campaign 2000
144(2)
Uses arid Gratifications Theory
146(1)
A Two-Way Process
146(1)
Quick Break 5.3 The Third Battle of Bull Run
147(1)
Motivation
148(3)
Maslow's Hierarchy of Needs
148(1)
Examples of Maslow's Theory at Work
149(1)
Quick Break 5.4 Monroe's Motivated Sequence
150(1)
Persuasion and Public Opinion
151(6)
Aristotle, Persuasion, and Public Relations
152(1)
Public Opinion Defined
153(1)
The Evolution of Public Opinion
153(2)
Quick Break 5.5 A Public Opinion Checklist
155(1)
Values Statement 5.1 Provincial Emergency Program
156(1)
Persuasion versus Manipulation
156(1)
Summary
157(1)
Discussion Questions
157(8)
Memo from the Field Rene Pelletier, Barometre Inc.
158(2)
Case Study 5.1 Using Public Relations to Ban Land Mines
160(2)
Case Study 5.2 Citizens for a Free Kuwait
162(2)
It's Your Turn The Acme Widget Company
164(1)
Key Terms
165(1)
Notes
166(1)
Ethics in Public Relations
167(30)
What Are Ethics?
168(3)
Ethics Codes for Values-Driven Public Relations
168(1)
Quick Break 6.1 The Ethics Codes of PRSA and IABC
169(2)
Objectivity versus Advocacy: A Misleading Ethics Debate
171(3)
Objectivity versus Advocacy: The Solution
173(1)
Quick Break 6.2 Aristotle, Confucius, and the Golden Mean
174(1)
Challenges to Ethical Behavior
174(3)
Dilemmas
175(1)
Overwork
175(1)
Legal/Ethical Confusion
175(1)
Cross-Cultural Ethics
176(1)
Short-Term Thinking
177(1)
Virtual Organizations
177(1)
The Rewards of Ethical Behavior
177(2)
Quick Break 6.3 Immanuel Kant and the Categorical Imperative
179(1)
Achieving Ethical Behavior
179(8)
Ethics Audits
180(1)
Integrating Ethics into the Public Relations Process
180(1)
The Potter Box
180(2)
The Potter Box at Work
182(1)
Values Statement 6.1 Goodwill Industries of Orange County
183(2)
Quick Break 6.4 Jeremy Bentham, John Stuart Mill, and Utilitarianism
185(1)
Quick Break 6.5 John Rawls and Social Justice
186(1)
Summary
187(1)
Discussion Questions
187(7)
Memo from the Field Terrie Williams, the Terrie Williams Agency
188(1)
Case Study 6.1 Cappuccino with Values, Please: Starbucks Coffee Company
189(3)
Case Study 6.2 Undisclosed Interest: Glaxo Wellcome and the Committee to Protect MDIs
192(2)
It's Your Turn Trouble Brewing
194(1)
Key Terms
194(1)
Notes
195(2)
section two The Public Relations Process
Research and Evaluation
197(37)
The Value of Research and Evaluation
198(4)
Quick Break 7.1 Issues Management and the AIDS Epidemic
200(2)
Developing a Research Strategy: What Do I Want to Know?
202(3)
Client Research
202(1)
Stakeholder Research
202(1)
Quick Break 7.2 Measuring Relationships
203(1)
Values Statement 7.1 Bureau of Labor Statistics
204(1)
Problem-Opportunity Research
204(1)
Evaluation Research
204(1)
Developing a Research Strategy: How Will I Gather Information?
205(7)
Secondary (Library) Research
205(1)
Feedback Research
206(1)
The Communication Audit
206(3)
Focus Groups
209(3)
Survey Research
212(9)
The Survey Sample
212(1)
Quick Break 7.3 The Florida Follies
213(6)
The Survey Instrument
219(1)
Quick Break 7.4 Five Ways to Ask Questions
220(1)
Analyzing Survey Results
221(3)
Back to City Hospital
223(1)
Summary
224(1)
Discussion Questions
224(7)
Memo from the Field Walter K. Lindenmann, Independent Public Relations Consultant
225(1)
Case Study 7.1 Sowing Seeds of Discontent
226(3)
Case Study 7.2 Fighting Back With Facts
229(2)
It's Your Turn Tinker, Evers & Chance
231(1)
Key Terms
231(1)
Notes
232(2)
Planning: The Strategies of Public Relations
234(28)
The Basics of Values-Driven Planning
236(1)
Different Kinds of Public Relations Plans
237(3)
Ad Hoc Plans
237(1)
Standing Plans
237(1)
Contingency Plans
238(1)
Quick Break 8.1 Planning for the Entire Organization
239(1)
Why Do We Plan?
240(2)
To Keep Our Actions in Line with Our Organization's Values-Based Mission
240(1)
To Help Us Control Our Destiny
240(1)
To Help Us Better Understand and Focus Our Research
241(1)
To Help Us Achieve Consensus
241(1)
To Allow Effective Management of Resources
241(1)
Values Statement 8.1 Boeing Company
242(1)
How Do We Plan?
242(9)
Consensus Building
243(1)
Brainstorming
243(2)
Goals, Objectives, and Tactics: The Written Plan
245(1)
Quick Break 8.2 The PRSA Planning Grid
246(5)
Quick Break 8.3 The Challenge of Measurability
251(1)
Expanding a Plan into a Proposal
251(1)
Qualities of a Good Plan
252(1)
Summary
253(1)
Discussion Questions
253(7)
Memo from the Field Fred Repper, Retired Public Relations Consultant
254(1)
Case Study 8.1 Boeing, Boeing, Gone
255(3)
Case Study 8.2 Millennium Doom
258(2)
It's Your Turn Planning a Blood Drive
260(1)
Key Terms
260(1)
Notes
260(2)
Communication: The Tactics of Public Relations
262(41)
Communicating with Specific Publics
263(1)
Tactics as Messages and Channels
264(6)
Special Events
265(1)
Controlled Media
266(1)
Quick Break 9.1 Don't Forget the Net
267(1)
Uncontrolled Media
268(1)
Controlled versus Uncontrolled Media
268(1)
Values Statement 9.1 Johnson & Johnson
269(1)
Tactics and Traditional Publics
270(22)
Employees
271(3)
News Media
274(7)
Investors
281(1)
Quick Break 9.2 Beating the Odds: Successful News Releases
282(1)
Quick Break 9.3 The Viagra VNR
283(1)
Community Groups
284(2)
Governments
286(1)
Customers
287(1)
Quick Break 9.4 Lobbies in the U.S.A.: Who Has the Clout?
288(2)
Constituents (Voters)
290(1)
Businesses
291(1)
Accomplishing the Tactics
292(1)
Summary
293(1)
Discussion Questions
294(7)
Memo from the Field Shirley Barr, Shirleybarr Public Relations
294(2)
Case Study 9.1 The Great Canadian Cover-Up
296(2)
Case Study 9.2 The Dog That Didn't Bark: Abercrombie & Fitch and Madd
298(2)
It's Your Turn The Tuition Increase Revisited
300(1)
Key Terms
301(1)
Notes
301(2)
Writing and Presentation Skills
303(40)
The Importance of Writing and Presentation Skills
304(1)
A Context for Public Relations Writing
305(1)
The Writing Process
305(19)
Credibility: Stage One of the Writing Process
308(1)
Quick Break 10.1 Writing for Diverse Publics: Tips for Inclusive Language
309(1)
Research: Stage Two of the Writing Process
310(2)
Organization: Stage Three of the Writing Process
312(2)
Writing: Stage Four of the Writing Process
314(2)
Quick Break 10.2 Ten Tips for Writing Better Sentences
316(2)
Revision: Stage Five of the Writing Process
318(1)
Macroediting: Stage Six of the Writing Process
319(1)
Microediting: Stage Seven of the Writing Process
319(1)
Approval: Stage Eight of the Writing Process
320(2)
Distribution: Stage Nine of the Writing Process
322(1)
Evaluation: Stage Ten of the Writing Process
323(1)
Writing for the Ear
324(3)
Quick Break 10.3 Grammar on the Web
325(2)
The Process of Successful Presentations
327(6)
Researching Your Presentation
327(1)
Values Statement 10.1 Kellogg Company
328(1)
Planning Your Presentation
328(3)
Making Your Presentation
331(1)
Quick Break 10.4 Conquering the Presentation Jitters
332(1)
Evaluating Your Presentation
333(1)
Summary
333(1)
Discussion Questions
334(7)
Memo from the Field Regina Lynch-Hudson, The Write Publicist
334(2)
Case Study 10.1 ``Letter From Birmingham Jail''
336(2)
Case Study 10.2 Online Outrage: Emulex and the Fake News Release
338(3)
It's Your Turn Elayne Anderson's Speech
341(1)
Key Terms
341(1)
Notes
341(2)
New Communications: Technology
343(40)
New Technology in the Net Generation
344(3)
Is the Medium the Message?
345(2)
The Role of Values in Message and Medium Selection
347(1)
The Digital Revolution
347(4)
Convergence and Hypermedia
348(1)
Convergence Issues
349(2)
Virtual Public Relations
351(1)
Computer Technology
351(2)
Values Statement 11.1 Motorola, Inc.
353(1)
The Internet
353(11)
The History of the Internet
354(3)
Individuals as Gatekeepers
357(1)
Quick Break 11.1 Spinning the Web
358(1)
Individuals as Publishers
359(2)
Other Internet Issues
361(1)
Quick Break 11.2 The Millennium Bug
362(2)
Wireless Communications Technology
364(6)
Satellite Communications
365(1)
Quick Break 11.3 Satellite Media Tours
366(2)
Quick Break 11.4 High-Tech Tools
368(2)
Why New Isn't Always Better
370(1)
Summary
370(1)
Discussion Questions
371(9)
Memo from the Field Craig Settles, Successful.Com
371(2)
Case Study 11.1 The Mount Everest Tragedy
373(2)
Case Study 11.2 Caught in the Eye of Hurricane Chad
375(4)
It's Your Turn Hale & Hardy All-Natural Granola Bars
379(1)
Key Terms
380(1)
Notes
380(3)
section three Public Relations Today and Tomorrow
Crisis Communications
383(38)
A New ``Day of Infamy''
384(3)
Putting Crisis Plans in Action
386(1)
Crises Can Happen to Anyone
387(1)
The Anatomy of a Crisis
387(10)
Quick Break 12.1 The Lessons of Dallas
388(2)
What Is a Crisis?
390(1)
Crisis Dynamics and the Lessons of Challenger
391(3)
Quick Break 12.2 Fire in the Hole
394(1)
Crises Can Bring Opportunity
395(2)
Crisis Communications Planning
397(11)
Step One: Risk Assessment
397(2)
Quick Break 12.3 The Crisis Plotting Grid
399(1)
Step Two: Developing the Plan
400(6)
Step Three: Response
406(1)
Step Four: Recovery
407(1)
Quick Break 12.4 Things to do Before a Crisis Breaks
408(1)
Crisis Planning Ethics
408(2)
Values Statement 12.1 Pepsico
410(1)
Summary
410(1)
Discussion Questions
411(7)
Memo from the Field Tom Ditt, North Carolina Division of Emergency Management
411(2)
Case Study 12.1 SSGN Kursk and USS Greeneville
413(2)
Case Study 12.2 Classic Crises: Tylenol and Pepsi
415(2)
It's Your Turn Death of a Salesman
417(1)
Key Terms
418(1)
Notes
418(3)
Public Relations and Marketing
421(29)
Public Relations and Marketing
422(3)
The Decline of Mass Marketing
422(1)
The Growth of Consumer-Focused Marketing
423(1)
Public Relations, Advertising, and Marketing: Working Together
424(1)
The Impact of Consumer Focused Marketing on Public Relations
425(3)
The Impact of Public Relations on Consumer-Focused Marketing
425(1)
Quick Break 13.1 IMC and More
426(1)
Values Statement 13.1 The J.M. Smucker Company
427(1)
Differences between Public Relations and Consumer-Focused Marketing
427(1)
A Closer Look at Marketing
428(2)
Marketing Public Relations
429(1)
A Closer Look at IMC
430(4)
Focusing on Individual Consumers
431(1)
Sending One Clear Message
431(1)
Quick Break 13.2 Direct Mail: Also Known as Junk Mail
432(2)
How IMC Works
434(5)
Creating an IMC Campaign
435(2)
Applying IMC
437(1)
Quick Break 13.3 Unsafe Harbor
438(1)
Problems with 21st-Century Marketing
439(2)
Summary
441(1)
Discussion Questions
442(6)
Memo from the Field Vin Cipolla, HNW Inc.
442(2)
Case Study 13.1 Revolvolution
444(2)
Case Study 13.2 Reebok and the Incubus
446(1)
It's Your Turn Making the Pitch
447(1)
Key Terms
448(1)
Notes
448(2)
Cross-Cultural Communication
450(29)
Cultures: Realities and Definitions
451(2)
International Public Relations
452(1)
Cultural Attributes
453(6)
Attitudes about Time
453(1)
Attitudes about Formality
454(1)
Attitudes about Individualism
455(1)
Values Statement 14.1 Special Olympics
456(1)
Attitudes about Rank and Hierarchy
456(1)
Attitudes about Religion
456(1)
Quick Break 14.1 The Melting-Pot Myth
457(1)
Attitudes about Taste and Diet
457(1)
Attitudes about Colors, Numbers, and Symbols
458(1)
Attitudes about Assimilation and Acculturation
458(1)
Cross-Cultural Communication: Definitions and Dangers
459(4)
Encoding and Decoding
460(1)
Gestures and Clothing
461(1)
Stereotyping
462(1)
Quick Break 14.2 Lost in Translation: Part One
463(1)
Achieving Successful Cross-Cultural Public Relations: A Process
463(7)
Stage One: Awareness
464(1)
Stage Two: Commitment
464(1)
Stage Three: Research
465(1)
Quick Break 14.3 Lost in Translation: Part Two
466(1)
Stage Four: Local Partnership
466(1)
Quick Break 14.4 Double-Whammy Culture Clash
467(1)
Stage Five: Diversity
467(1)
Stage Six: Testing
468(1)
Stage Seven: Evaluation
468(1)
Stage Eight: Advocacy
468(1)
Stage Nine: Continuing Education
468(2)
Summary
470(1)
Discussion Questions
470(6)
Memo from the Field Bill Imada, Imada Wong Communications Group
471(1)
Case Study 14.1 Pitney Bowes Sends a Message
472(2)
Case Study 14.2 Border Wars for Wal-Mart
474(2)
It's Your Turn Cultures Close to Home
476(1)
Key Terms
476(1)
Notes
476(3)
Public Relations and the Law
479(41)
Public Relations, the Law, and You
480(1)
Public Relations and the First Amendment
481(3)
Political versus Commercial Speech
482(1)
The Key: Know Your Own Business
483(1)
Federal Agencies That Regulate Speech
484(10)
The Federal Trade Commission
485(1)
Quick Break 15.1 The Freedom of Information Act
485(1)
The Securities and Exchange Commission
486(4)
Quick Break 15.2 Sec Rule 10b-5
490(1)
The Federal Communications Commission
491(1)
Values Statement 15.1 Agency for Toxic Substances and Disease Registry
492(1)
The Food and Drug Administration
493(1)
Libel
494(4)
The Burden of Proof in Libel
494(1)
Actual Malice
495(1)
Common Law Libel
496(1)
Quick Break 15.3 ``Free Speech Rocks!''
497(1)
Privacy
498(2)
The Four Torts of Privacy
498(1)
Privacy Issues in Public Relations
499(1)
Copyright
500(5)
Copyright Guidelines
501(1)
The Digital Millennium Copyright Act
501(1)
Quick Break 15.4 R.I.P. Larry Bud Melman?
502(1)
Fair Use
503(1)
Protecting Your Intellectual Property Rights
504(1)
Litigation Public Relations
505(4)
Public Relations as a Legal Strategy
505(1)
The Use of LPR Tactics
506(1)
Is LPR in Society's Best Interests?
507(2)
Summary
509(1)
Discussion Questions
509(7)
Memo from the Field Richard S. Levick, Levick Strategic Communications
510(2)
Case Study 15.1 The Court of Public Opinion
512(1)
Case Study 15.2 The Lion Roars
513(2)
It's Your Turn Supergas
515(1)
Key Terms
516(1)
Notes
517(3)
Your Future in Public Relations
520(36)
A New Century with New Challenges
521(1)
Public Relations' Mixed Legacy
521(1)
Social Forces and Public Relations
522(13)
The Global Spread of Democracy
522(1)
Quick Break 16.1 Public Relations in the New Russia
522(2)
Globalization
524(1)
The Changing Face of the United States
525(1)
The Growth in World Population
526(2)
Quick Break 16.2 The Growing Hispanic Market
528(2)
Quick Break 16.3 It's Not Easy Being Green
530(1)
Feminization of the Workplace
531(1)
Quick Break 16.4 Sexual Harassment
532(3)
Values Statement 16.1 League of Women Voters of the United States
535(1)
Where Public Relations Is Headed
535(4)
Quick Break 16.5 Virtual Public Relations
538(1)
Your Future in Public Relations
539(4)
The Future of Values-Driven Public Relations
541(2)
Summary
543(1)
Discussion Questions
543(9)
Memo from the Field Dirk Munson, 2001-2002 Prssa National President
544(1)
Case Study 16.1 The Nestle Boycott
545(2)
Case Study 16.2 PR in the Face of Terror
547(4)
It's Your Turn Battling Bambi
551(1)
Key Terms
552(1)
Notes
552(4)
Appendix Public Relations Society of America Member Code of Ethics 2000 556(7)
Glossary 563(18)
Index 581


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