Public Relations : A Values-Driven Approach

by Guth, David W.; Marsh, Charles

Edition:

4th

ISBN13:

9780205459537

ISBN10:

0205459536

Format:

Paperback

Pub. Date:

1/1/2009

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 Approachteaches students how to build ethical, productive relationships with strategic constituencies. Public relations careers; history of public relations; communication theory and public opinion; ethics and law; research and evaluation; public relations planning; public relations tactics; writing and presentation skills; communication technology; crisis communication; public relations and marketing; and cross-cultural communication. Introductory public relations

Preface

About the Authors

xix

Section One Foundations of Public Relations

What is Public Relations?

(31)

Public Relations: Everywhere You Look

(6)

The Search for a Definition

(1)

Public Relations Defined

(1)

Quick Break 1.1 The Definition Debate

(2)

A Profession Gaining in Respect

(3)

The Hunt-Grunig Models of Public Relations

(2)

Public Relations and Marketing

(1)

Why a Public Relations Career?

(3)

A Profile of Practitioners

(1)

Quick Break 1.2 A Profession or a Trade?

(1)

Values Statement 1.1 J.C. Penney Company

(1)

The Public Relations Process

(1)

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

(2)

Actions Speak Louder Than Words---Part I

(1)

Values-Driven Public Relations

(4)

Actions Speak Louder Than Words---Part II

(1)

Whose Values Should You Follow?

(1)

Quick Break 1.3 How Organizations Establish Their Values

(1)

Summary

(1)

Discussion Questions

(6)

Memo from the Field Judith T. Phair, Phairadvantage Communications

(2)

Case Study 1.1 Closing the Gap on Sweatshops

(2)

Case Study 1.2 The Harsh Lessons of History

(2)

Key Terms

(1)

Notes

(3)

Jobs in Public Relations

(25)

Where the Jobs Are

(10)

Corporations

(4)

Nonprofit Organizations and Trade Associations

(1)

Values Statement 2.1 Public Relations Society of America

(1)

Quick Break 2.1 The Values of Successful Employers

(1)

Governments

(1)

Public Relations Agencies

(1)

Independent Public Relations Consultants

(1)

Quick Break 2.2 Getting That First Job or Internship

(1)

Public Relations Activities and Duties

(3)

Quick Break 2.3 Student Misperceptions of Public Relations

(1)

Working Conditions and Salaries

(2)

Quick Break 2.4 The People in Public Relations

(1)

What's Important in a Job?

(1)

Summary

(1)

Discussion Questions

(6)

Memo from the Field John Echeveste, Valencia, Perez & Echeveste Public Relations

(2)

Case Study 2.1 Good Guys Finish First: John Graham and the Gold Anvil

(2)

Case Study 2.2 A List to Avoid

(2)

Key Terms

(1)

Notes

(2)

A Brief History of Public Relations

(35)

Why History Is Important to You

(1)

Premodern Public Relations

(7)

Trends Leading to the Development of Modern Public Relations

(3)

Quick Break 3.1 Blowing Smoke

(1)

Pre-20th-Century America

(1)

Values Statement 3.1 The United States Constitution

(1)

Quick Break 3.2 The American Revolution

(1)

The Seedbed Years

(4)

Theodore Roosevelt (1858--1919)

(1)

Ivy Ledbetter Lee (1877--1934)

(2)

War and Propaganda

(6)

Edward L. Bernays (1891--1995)

(1)

Quick Break 3.3 The Scopes Monkey Trial

(3)

Quick Break 3.4 The Mother of Public Relations

(1)

Why Bernays and Not Lee

(1)

The Postwar Boom

(3)

Postwar Social Activism

(1)

Quick Break 3.5 Other Notable Figures From Public Relations' Past

(1)

The Downsizing of the United States

(1)

The Baby Boomers Come of Age

(1)

The New Millennium

(1)

Summary

(1)

Discussion Questions

(7)

Memo from the Field Edward M. Block

(2)

Case Study 3.1 Remembering the Victims

(3)

Case Study 3.2 Too Much Blood and Money

(2)

Key Terms

(1)

Notes

(4)

The Publics in Public Relations

(45)

What Is a Public?

(2)

Why Do We Need Relationships with Publics?

(1)

The Publics in Public Relations

(5)

Traditional and Nontraditional Publics

(1)

Latent, Aware, and Active Publics

(1)

Intervening Publics

(1)

Quick Break 4.1 Your Tax Dollars At Work

(1)

Primary and Secondary Publics

(1)

Internal and External Publics

100

(1)

Domestic and International Publics

100

(1)

What Do We Need to Know about Each Public?

100

(4)

Coorientation

103

(1)

The Traditional Publics in Public Relations

104

(20)

Employees

104

(3)

Quick Break 4.2 Sabotage in the Workplace

107

(1)

The News Media

108

(3)

Values Statement 4.1 Pepsico

111

(1)

Governments

111

(2)

Quick Break 4.3 James Bond Saves the Whales?

113

(1)

Investors

114

(2)

Consumers/Customers

116

(2)

Multicultural Communities

118

(2)

Quick Break 4.4 The Customer Is Always Right?

120

(1)

Constituents (Voters)

121

(2)

Businesses

123

(1)

Summary

124

(1)

Discussion Questions

125

(6)

Memo from the Field David A. Narsavage, the Aker Partners, Inc.

125

(2)

Case Study 4.1 Criticize Me! Subway and the Crossed-Off Cross-Promotion

127

(2)

Case Study 4.2 Swinging for the Wall: Whirlpool Corporation and Habitat for Humanity

129

(2)

Key Terms

131

(1)

Notes

131

(6)

Communication Theory and Public Opinion

137

(32)

The Power of Public Opinion

138

(1)

A Communication Model

139

(4)

Quick Break 5.1 Mokusatsu

142

(1)

Mass Communication Theories

143

(6)

The Magic Bullet Theory

143

(1)

The Two-Step Theory

144

(1)

The N-Step Theory

144

(1)

Diffusion Theory

145

(1)

The Agenda-Setting Hypothesis

145

(1)

Quick Break 5.2 Why Public Relations Is Not Propaganda

146

(1)

Uses and Gratifications Theory

147

(1)

A Two-Way Process

148

(1)

Quick Break 5.3 Spinning and Framing

148

(1)

Motivation

149

(4)

Maslow's Hierarchy of Needs

150

(1)

Examples of Maslow's Theory at Work

151

(1)

Quick Break 5.4 Monroe's Motivated Sequence

152

(1)

Persuasion and Public Opinion

153

(5)

Aristotle, Persuasion, and Public Relations

153

(1)

Public Opinion Defined

154

(1)

The Evolution of Public Opinion

155

(1)

Quick Break 5.5 A Public Opinion Checklist

156

(1)

Values Statement 5.1 Provincial Emergency Program

157

(1)

Persuasion versus Manipulation

157

(1)

Summary

158

(1)

Discussion Questions

159

(7)

Memo from the Field Rene Pelletier, Barometre, Inc.

159

(3)

Case Study 5.1 I Decide

162

(2)

Case Study 5.2 Color-Coded Confusion

164

(2)

Key Terms

166

(1)

Notes

166

(3)

Ethics and Social Responsibility in Public Relations

169

(31)

What Are Ethics?

170

(3)

Quick Break 6.1 The Ethics Codes of Prsa and Iabc

171

(1)

Ethics Codes for Values-Driven Public Relations

171

(2)

Objectivity versus Advocacy: A Misleading Ethics Debate

173

(2)

Objectivity versus Advocacy: A Solution

174

(1)

Quick Break 6.2 Aristotle, Confucious, and the Golden Mean

175

(1)

Challenges to Ethical Behavior

175

(3)

Dilemmas

175

(1)

Overwork

176

(1)

Legal/Ethical Confusion

176

(1)

Cross-Cultural Ethics

177

(1)

Short-Term Thinking

177

(1)

Virtual Organizations

178

(1)

The Rewards of Ethical Behavior

178

(1)

Quick Break 6.3 Immanuel Kant and the Categorical Imperative

179

(1)

Trust and Corporate Social Responsibility

179

(2)

Corporate Social Responsibility

180

(1)

Beyond CSR: Strengthening Ethical Behavior

181

(8)

Ethics Audits

181

(2)

Integrating Ethics into the Public Relations Process

183

(1)

The Potter Box

183

(2)

Values Statement 6.1 Goodwill Industries of Orange County

185

(1)

The Potter Box at Work

185

(2)

Quick Break 6.4 Jeremy Bentham, John Stuart Mill, and Utilitarianism

187

(1)

Quick Break 6.5 John Rawls and Social Justice

188

(1)

Summary

189

(1)

Discussion Questions

190

(7)

Memo from the Field Carol Cone, Cone, Inc.

190

(3)

Case Study 6.1 Cappuccino with Values, Please: Starbucks Coffee Company

193

(2)

Case Study 6.2 Appearance of Obfuscation? Digene Corporation and European Women for HPV Testing

195

(2)

Key Terms

197

(1)

Notes

197

(3)

Section Two The Public Relations Process

Research and Evaluation

200

(38)

Did the Needle Move?

201

(2)

Measuring Intangibles

201

(1)

Quick Break 7.1 Roi and Ave

202

(1)

The Value of Research and Evaluation

203

(2)

Quick Break 7.2 Issues Management and the Aids Epidemic

204

(1)

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

205

(4)

Client Research

206

(1)

Stakeholder Research

206

(1)

Problem-Opportunity Research

206

(1)

Quick Break 7.3 Measuring Relationships

207

(1)

Values Statement 7.1 Institute for Public Relations

208

(1)

Evaluation Research

208

(1)

Developing a Research Strategy: How Will I Gather Information?

209

(7)

Secondary (Library) Research

210

(1)

Feedback Research

210

(1)

The Communication Audit

211

(2)

Focus Groups

213

(3)

Survey Research

216

(9)

The Survey Sample

216

(1)

Quick Break 7.4 The Florida Follies

217

(6)

The Survey Instrument

223

(1)

Quick Break 7.5 Five Ways to Ask Questions

224

(1)

Analyzing Survey Results

225

(2)

Back to City Hospital

226

(1)

Summary

227

(1)

Discussion Questions

227

(7)

Memo from the Field Dr. Leslie Gaines-Ross, Burson-Marsteller

228

(3)

Case Study 7.1 Betting on Terror

231

(1)

Case Study 7.2 Fighting Back with Facts

232

(2)

Key Terms

234

(1)

Notes

235

(3)

Planning: The Strategies of Public Relations

238

(30)

The Basics of Values-Driven Planning

240

(2)

Lessons Learned

241

(1)

Different Kinds of Public Relations Plans

242

(2)

Ad Hoc Plans

242

(1)

Standing Plans

242

(1)

Contingency Plans

243

(1)

Quick Break 8.1 Planning for the Entire Organization

243

(1)

Why Do We Plan?

244

(3)

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

245

(1)

To Help Us Control Our Destiny

245

(1)

To Help Us Better Understand and Focus Our Research

245

(1)

To Help Us Achieve Consensus

246

(1)

To Allow Effective Management of Resources

246

(1)

Values Statement 8.1 Boeing Company

246

(1)

How Do We Plan?

247

(9)

Consensus Building

247

(1)

Brainstorming

248

(1)

Goals, Objectives, and Tactics: The Written Plan

249

(3)

Quick Break 8.2 The Prsa Planning Grid

252

(4)

Quick Break 8.3 The Swot Analysis

256

(1)

Expanding a Plan into a Proposal

256

(1)

Qualities of a Good Plan

257

(1)

Summary

258

(1)

Discussion Questions

258

(7)

Memo from the Field Timothy S. Brown, Conectiv

259

(2)

Case Study 8.1 Boeing, Boeing, Gone

261

(2)

Case Study 8.2 Mess at Maryville: A Private Plan Goes Public

263

(2)

Key Terms

265

(1)

Notes

266

(2)

Communication: The Tactics of Public Relations

268

(41)

Communicating with Specific Publics

269

(1)

Tactics as Messages and Channels

270

(6)

Special Events

271

(1)

Controlled Media

272

(1)

Quick Break 9.1 Kisses, Tea Parties, and Pseudoevents

273

(1)

Uncontrolled Media

273

(1)

Controlled versus Uncontrolled Media

274

(1)

Values Statement 9.1 Johnson & Johnson

275

(1)

Tactics and Traditional Publics

276

(20)

Employees

276

(3)

News Media

279

(7)

Investors

286

(1)

Quick Break 9.2 Beating the Odds: Successful News Releases

287

(1)

Quick Break 9.3 The VNR That Went Too Far?

288

(1)

Community Groups

289

(2)

Governments

291

(1)

Customers

292

(3)

Quick Break 9.4 Net Gains

295

(1)

Constituents (Voters)

295

(1)

Businesses

296

(1)

Accomplishing the Tactics

296

(3)

Summary

299

(1)

Discussion Questions

300

(6)

Memo from the Field Shirley Barr, Shirleybarr Public Relations

300

(2)

Case Study 9.1 The Great Canadian Cover-Up

302

(2)

Case Study 9.2 ``Emily, Get Out of the Way.''

304

(2)

Key Terms

306

(1)

Notes

306

(3)

Writing and Presentation Skills

309

(40)

The Importance of Writing and Presentation Skills

310

(1)

A Context for Public Relations Writing

311

(1)

The Writing Process

311

(19)

Credibility: Stage One of the Writing Process

314

(1)

Quick Break 10.1 Writing for Diverse Publics: Tips for Inclusive Language

315

(1)

Research: Stage Two of the Writing Process

316

(2)

Organization: Stage Three of the Writing Process

318

(4)

Quick Break 10.2 Ten Tips for Writing Better Sentences

322

(1)

Writing: Stage Four of the Writing Process

323

(1)

Revision: Stage Five of the Writing Process

324

(1)

Macroediting: Stage Six of the Writing Process

325

(1)

Microediting: Stage Seven of the Writing Process

326

(1)

Approval: Stage Eight of the Writing Process

327

(2)

Distribution: Stage Nine of the Writing Process

329

(1)

Evaluation: Stage Ten of the Writing Process

329

(1)

Writing for the Ear

330

(3)

Quick Break 10.3 Grammar on the Web

331

(2)

The Process of Successful Presentations

333

(7)

Values Statement 10.1 Kellogg Company

334

(1)

Researching Your Presentation

334

(1)

Planning Your Presentation

335

(3)

Making Your Presentation

338

(1)

Quick Break 10.4 Conquering the Presentation Jitters

339

(1)

Evaluating Your Presentation

339

(1)

Summary

340

(1)

Discussion Questions

340

(6)

Memo from the Field Regina Lynch-Hudson, the Write Publicist

341

(1)

Case Study 10.1 Plastic Couple Splits

342

(2)

Case Study 10.2 Online Outrage: Emulex and the Fake News Release

344

(2)

Key Terms

346

(1)

Notes

347

(2)

Public Relations in the Digital Age

349

(40)

Welcome to the Revolution

350

(3)

Messages and Media

351

(2)

The Role of Values in Message and Medium Selection

353

(1)

The Digital Revolution

353

(4)

Convergence and Hypermedia

354

(1)

Convergence Issues

355

(2)

Virtual Public Relations

357

(1)

Computers and the Internet

357

(12)

The New Town Commons

358

(1)

Values Statement 11.1 Ink, Inc.

359

(2)

The Birth of Cyber-Relations

361

(1)

Individuals as Gatekeepers

362

(1)

Individuals as Publishers

362

(1)

Quick Break 11.1 Building a Better Web Site

363

(2)

Other Internet Issues

365

(1)

Quick Break 11.2 The Millennium Bug

366

(3)

Wireless Communications Technology

369

(5)

Quick Break 11.3 Satellite Media Tours

370

(1)

Satellite Communications

371

(1)

Quick Break 11.4 Viral Marketing

372

(2)

Why New Isn't Always Better

374

(1)

Summary

375

(1)

Discussion Questions

375

(9)

Memo from the Field Craig Settles, Successful.Com

376

(3)

Case Study 11.1 Big Mama is Watching

379

(2)

Case Study 11.2 Caught in the Eye of Hurricane Chad

381

(3)

Key Terms

384

(1)

Notes

385

(4)

Section Three Public Relations Today and Tomorrow

Crisis Communications

389

(39)

A New ``Day of Infamy''

390

(3)

Putting Crisis Plans in Action

392

(1)

Crises Can Happen to Anyone

393

(1)

The Anatomy of a Crisis

393

(9)

Quick Break 12.1 Textbook Examples: Exxon and Tylenol

394

(1)

What Is a Crisis?

395

(1)

Crisis Dynamics

396

(2)

A Tale of Two Shuttle Disasters

398

(2)

Quick Break 12.2 Are you Ready?

400

(1)

Crises Can Bring Opportunity

401

(1)

Crisis Communications Planning

402

(13)

Step One: Risk Assessment

403

(2)

Quick Break 12.3 The Crisis Plotting Grid

405

(1)

Step Two: Developing the Plan

406

(6)

Quick Break 12.4 Things to Do Before a Crisis Breaks

412

(1)

Step Three: Response

413

(1)

Step Four: Recovery

414

(1)

Crisis Planning Ethics

415

(2)

Values Statement 12.1 Department of Homeland Security

415

(2)

Summary

417

(1)

Discussion Questions

417

(7)

Memo from the Field Wayne Shelor, Clearwater (Florida) Police Department

418

(2)

Case Study 12.1 Blame Canada

420

(1)

Case Study 12.2 Embedded Journalists

421

(3)

Key Terms

424

(1)

Notes

425

(3)

Public Relations and Marketing

428

(29)

Public Relations and Marketing

429

(4)

The Decline of Mass Marketing

429

(1)

The Growth of Consumer-Focused Marketing

430

(1)

Quick Break 13.1 IMC and More

431

(1)

Public Relations, Advertising, and Marketing: Working Together

432

(1)

The Impact of Consumer-Focused Marketing on Public Relations

433

(2)

The Impact of Public Relations on Consumer-Focused Marketing

433

(1)

Values Statement 13.1 J.M. Smucker Company

434

(1)

Differences between Public Relations and Consumer-Focused Marketing

434

(1)

A Closer Look at Marketing

435

(2)

Marketing Public Relations

436

(1)

A Closer Look at IMC

437

(4)

Focusing on Individual Consumers

438

(1)

Sending One Clear Message

438

(1)

Quick Break 13.2 The Fall of Advertising?

439

(2)

How IMC Works

441

(5)

Creating an IMC Campaign

442

(2)

Applying IMC

444

(1)

Quick Break 13.3 DM: The New Kid in Town

445

(1)

Problems with 21st-Century Marketing

446

(2)

Quick Break 13.4 Data Danger: Kids and Europeans

447

(1)

Summary

448

(1)

Discussion Questions

448

(6)

Memo from the Field Vin Cipolla, HNW, Inc.

449

(1)

Case Study 13.1 Revolvolution

450

(2)

Case Study 13.2 Flunking History: Umbro and the Holocaust

452

(2)

Key Terms

454

(1)

Notes

454

(3)

Cross-Cultural Communication

457

(30)

Cultures: Realities and Definitions

458

(2)

International Public Relations

460

(1)

Cultural Attributes

460

(6)

Attitudes about Time

461

(1)

Attitudes about Formality

461

(1)

Attitudes about Individualism

462

(1)

Values Statement 14.1 Special Olympics

463

(1)

Attitudes about Rank and Hierarchy

463

(1)

Attitudes about Religion

463

(1)

Attitudes about Taste and Diet

463

(1)

Quick Break 14.1 The Melting-Pot Myth

464

(1)

Attitudes about Colors, Numbers, and Symbols

464

(1)

Attitudes about Assimilation and Acculturation

465

(1)

Cross-Cultural Communication: Definitions and Dangers

466

(3)

Encoding and Decoding

466

(1)

Gestures and Clothing

467

(1)

Stereotyping

468

(1)

Achieving Successful Cross-Cultural Public Relations: A Process

469

(8)

Stage One: Awareness

469

(1)

Quick Break 14.2 Diversity in Public Relations

470

(1)

Stage Two: Commitment

471

(1)

Stage Three: Research

471

(1)

Quick Break 14.3 What's Your Cl Rating?

472

(1)

Stage Four: Local Partnership

472

(1)

Stage Five: Diversity

473

(1)

Stage Six: Testing

473

(1)

Stage Seven: Evaluation

473

(1)

Stage Eight: Advocacy

473

(2)

Quick Break 14.4 Double-Whammy Culture Clash

475

(1)

Stage Nine: Continuing Education

475

(2)

Summary

477

(1)

Discussion Questions

477

(6)

Memo from the Field Bill Imada, IW Group

478

(1)

Case Study 14.1 Pitney Bowes Sends a Message

479

(2)

Case Study 14.2 Zakazukha!

481

(2)

Key Terms

483

(1)

Notes

483

(4)

Public Relations and the Law

487

(42)

A Parade of Corporate Horrors

488

(2)

Public Relations, the Law, and You

489

(1)

Public Relations and the First Amendment

490

(4)

Political versus Commercial Speech

491

(1)

The Key: Know Your Own Business

492

(1)

Quick Break 15.1 Kasky V. Nike

493

(1)

Federal Agencies That Regulate Speech

494

(9)

The Federal Trade Commission

494

(1)

The Securities and Exchange Commission

495

(3)

Quick Break 15.2 Sec Rule 10b-5

498

(2)

The Federal Communications Commission

500

(1)

Values Statement 15.1 Federal Communications Commission

501

(1)

The Food and Drug Administration

502

(1)

Libel

503

(3)

The Burden of Proof in Libel

503

(1)

Actual Malice

504

(1)

Other Forms of Libel

505

(1)

Privacy

506

(3)

The Four Torts of Privacy

506

(1)

Quick Break 15.3 The Pursuit of Privacy

507

(1)

Privacy Issues in Public Relations

508

(1)

509

(4)

509

(1)

The Digital Millennium Copyright Act

510

(1)

Quick Break 15.4 Online Music Piracy

511

(1)

Fair Use

512

(1)

Protecting Your Intellectual Property Rights

512

(1)

Litigation Public Relations

513

(4)

Public Relations as a Legal Strategy

514

(1)

The Use of LPR Tactics

514

(2)

Is LPR in Society's Best Interests?

516

(1)

Summary

517

(1)

Discussion Questions

517

(7)

Memo from the Field James F. Haggerty, the PR Consulting Group, Inc.

518

(1)

Case Study 15.1 Higher Standards?

519

(2)

Case Study 15.2 In Search of Sunshine

521

(3)

Key Terms

524

(1)

Notes

524

(5)

Your Future in Public Relations

529

(35)

What's Next?

530

(2)

Quick Break 16.1 Gunggongguanxi

531

(1)

Social Forces and Public Relations

532

(11)

The Global Spread of Democracy

532

(1)

Globalization

533

(1)

The Changing Face of the United States

533

(2)

The Growth in World Population

535

(2)

Quick Break 16.2 The Hispanic and Latino Factor

537

(2)

Quick Break 16.3 What Would Jesus Drive?

539

(1)

Feminization of the Workplace

540

(1)

Quick Break 16.4 Sexual Harassment

541

(2)

Values Statement 16.1 League of Women Voters of the United States

543

(1)

Where Public Relations Is Headed

543

(3)

Your Future in Public Relations

546

(5)

Quick Break 16.5 Your are the Future

547

(2)

The Future of Values-Driven Public Relations

549

(2)

Summary

551

(1)

Discussion Questions

552

(7)

Memo from the Field Sarah Yeaney, 2004-2005 National President, Prssa

552

(1)

Case Study 16.1 Shared Sacrifice?

553

(2)

Case Study 16.2 PR in the Face of Terror

555

(4)

Key Terms

559

(1)

Notes

560

(4)

Appendix Public Relations Society of America Member Code of Ethics 2000

564

(7)

Glossary

571

(16)

Index

587

Public Relations : A Values-Driven Approach

9780205459537

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