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This Is PR : The Realities of Public Relations



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Cengage Learning
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This is the 9th edition with a publication date of 4/27/2006.

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THIS IS PR: THE REALITIES OF PUBLIC RELATIONS provides information and guidance that will be useful to the experienced public relationspractitioner as well as to the beginning student. Students are introduced to the world of public relations through a strong emphasis on thefundamentals, such as history and research, as well as emerging issues, such as technology, ethics, and the international aspects of publicrelations. With numerous examples, strategies, tactics and case studies, students are sure to be engaged and prepared!

Table of Contents

Public Relations: Role, Origins and Trends Affecting the Future
PR Roles and Specialtiesp. 1
What Is Public Relations?p. 2
Organizational Role and Function: 10 Basic Principlesp. 2
PR and Related Activitiesp. 4
The Job of the PR Practitionerp. 5
The Function of Public Relations in Business and Societyp. 11
PR's Origins and Evolutionp. 21
Seeking the PR "Source Spring"p. 22
The Beginnings of PR in the United States, 1600-1799p. 25
Communicating/Initiating: The Era of Press Agentry and Publicity, 1800-1899p. 26
Reacting/Responding: The Time of Reporters-in-Residence, 1900-1939p. 30
Planning/Preventing: The Growth of PR as a Management Function, 1940-1979p. 35
Professionalism: PR in the Era of Global Communication, 1980-Presentp. 41
Trends in PRp. 55
Cultural Influences on PRp. 56
Technology's Impact on Strategy and Tacticsp. 59
Research for PR
Research: Planning, Processes and Techniquesp. 65
The Basics: Record Keeping and Retrievingp. 66
Finding and Using Research Resourcesp. 66
Using Research for Planning and Monitoringp. 68
Using Research to Plan and to Evaluate Outcomesp. 70
Informal Researchp. 70
Formal Researchp. 74
Audience Informationp. 81
Research and Problem Solvingp. 87
Publics and Public Opinionp. 93
Identifying and Describing Publicsp. 94
Issues: Identification, Monitoring, Evaluation and Managementp. 101
Issues and the Role of the PR Practitionerp. 103
Perceptions and Public Opinionp. 108
Public Opinion Research and Public Relationsp. 112
Theory, Ethics and Laws Affecting PR Practice
Theoretical Underpinnings for PRp. 117
Origins in Sociology and Psychologyp. 118
Organizational Theoryp. 118
Communication Theories, Three Modelsp. 120
Persuasion and Changep. 120
A Way to Look at Media: Source, Message, Source+Message, Media, Receiversp. 130
PR Ethics and Responsibilitiesp. 147
Complexities in Ethical Decision-Makingp. 150
Responsibility in Advertising and Sponsorshipsp. 159
Responsibility in Publicityp. 163
Individual Responsibilitiesp. 168
PR and the Lawp. 173
The Liabilities of Practicing PRp. 174
Government Regulationsp. 179
Court Rulings and Legal Responsibilitiesp. 189
Revisiting the Hypotheticalsp. 211
PR in Action
Strategic Management in PR Practicep. 215
PR's Role in the Organizational Structure as Part of the Management Teamp. 215
Issue Monitoring and Managing for Organizationsp. 221
Planning and Managing PR Workp. 222
Communication Channels and Mediap. 231
Choosing the Mediump. 232
Choosing the Message-Advertising and Publicityp. 232
Traditional Hybrids: Direct Mail and 900 Phone Numbersp. 251
Developing Hybridsp. 254
Tactics and Techniques: Details That Make PR Strategy Workp. 259
Advertisingp. 259
Publicity and Publicationsp. 264
Publicity through the Mass Mediap. 279
On the Job with Media Peoplep. 290
Goofs and Glitchesp. 296
Talking Back and Correctingp. 296
Campaignsp. 301
Types of Campaignsp. 301
Characteristics of Successful Campaignsp. 302
Planning a Campaignp. 303
Implementing the Campaignp. 306
Evaluating the Campaignp. 307
Campaign Outlinep. 308
Changing Behaviorp. 308
Government Campaignsp. 312
Crisis and Credibilityp. 317
Anticipating a Crisisp. 318
Dealing with a Crisisp. 325
Recovery and Evaluationp. 343
Public Relations Practice and a Worldviewp. 345
Global Variables Affecting PR Practicep. 346
Political Ideology and PR Practicep. 349
Economic Systems/Levels of Economic Development and PR Practicep. 349
Levels of Activism and PR Practicep. 350
Culture and PR Practicep. 350
Media Environment and PR Practicep. 352
Conclusionp. 353
Notesp. 357
Glossaryp. 377
Indexp. 401
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