Cutlip and Center's Effective Public Relations

by Broom, Glen

• ISBN13: 9780130082008
• ISBN10: 0130082007
• Edition: 9th
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Prentice Hall

Summary

Effective Public Relations presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices. This "bible" of the public relations field continues in its role as the single most authoritative and complete reference for public relations professionals.Still the most comprehensive and authoritative introductory book, continuing its long-standing tradition as the most-cited reference book. Often referred to as the "bible of public relations," the new edition covers the many aspects of public relations theory and practice in a variety of settings. This text also serves as the basic reference for accreditation programs worldwide. Updates examples, sources, and references to provide readers with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field. The new edition offers an up-to-date synthesis and interpretation of the scholarly and professional literature. Expands discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions, clarifying the unique and essential role of the public relations management function in organizations.An excellent,essentialdesk reference for those in the practice.

Author Biography

Glen M. Broom is Professor, School of Communication, San Diego State University, and Adjunct Professor, Queensland University of Technology, Brisbane, Australia.

Table of Contents

Preface	xv
PART 1 CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS	1	(117)
Introduction to Contemporary Public Relations	1	(28)
Study Guide	1	(1)
Evolution of the Concept	2	(2)
Defining the Concept in Practice	4	(1)
Public Relations Defined	5	(2)
Confusion with Marketing	7	(2)
Parts of the Function	9	(13)
Internal Relations	9	(1)
Publicity	10	(2)
Advertising	12	(2)
Press Agentry	14	(1)
Public Affairs	15	(1)
Lobbying	16	(3)
Issues Management	19	(1)
Investor Relations	20	(2)
Development	22	(1)
Confusion of Terms	22	(1)
Toward Recognition and Maturity	23	(3)
Notes	26	(2)
Additional Sources	28	(1)
Practitioners of Public Relations	29	(24)
Study Guide	29	(1)
Number and Distribution	30	(2)
Where They Work	30	(2)
The New Majority: Women	32	(1)
Education and Preparation	32	(1)
Salaries	33	(1)
Work Assignments	34	(3)
Roles	37	(4)
Communication Technician	38	(2)
Expert Prescriber	40	(1)
Communication Facilitator	41	(1)
Problem-Solving Facilitator	41	(1)
What Roles Research Tells Us	41	(3)
Technicians Versus Managers	42	(1)
Environmental Influences	43	(1)
Scanning and Evaluation	43	(1)
The Glass Ceiling	44	(1)
Minorities	45	(1)
Professionalism	45	(3)
Requirements for Success	48	(2)
Notes	50	(2)
Additional Sources	52	(1)
Organizational Settings	53	(34)
Study Guide	53	(1)
Origins within Organizations	54	(2)
Establishing a Public Relations Department	55	(1)
Retaining Outside Counsel	55	(1)
Public Relations Starts with Top Management	56	(2)
Staff Role	58	(1)
Role in Decision Making	59	(2)
The Internal Department	61	(6)
The Department's Advantages	62	(1)
The Department's Disadvantages	63	(1)
Titles and Reporting Relationships	64	(2)
Determinants of Excellence	66	(1)
Working with Other Departments	67	(3)
Marketing	67	(1)
Legal Counsel	68	(1)
Human Resources	69	(1)
The Outside Counseling Firm	70	(11)
Public Relations Firms	70	(2)
Advertising Agency Ownership	72	(1)
Specialization	73	(2)
Reasons for Retaining Outside Counsel	75	(1)
Client-Firm Relationships	75	(3)
Counselors' Advantages	78	(1)
Counselors' Handicaps	79	(1)
Counseling Firm Costs	80	(1)
New Approaches	81	(2)
Notes	83	(2)
Additional Sources	85	(2)
Historical Origins	87	(31)
Study Guide	87	(1)
Ancient Genesis	88	(1)
American Beginnings: Born in Adversity and Change	88	(6)
Before the Revolution	88	(1)
Independence	89	(2)
Growth and Change	91	(1)
Press Agentry Origins	92	(1)
Business Practices	93	(1)
First Corporate Department	93	(1)
Evolution to Maturity	94	(2)
Seedbed Era: 1900-1916	96	(5)
Early Firms	96	(2)
Early Pioneers	98	(3)
Growth in Other Areas	101	(1)
World War I Period: 1917--1918	101	(2)
Booming Twenties Era: 1919--1929	103	(3)
Roosevelt Era and World War II: 1930-1945	106	(2)
Postwar Boom: 1946--1964	108	(2)
Period of Protest and Empowerment (1965--1985)	110	(3)
Digital Age and Globalization (1965--Present)	113	(1)
Notes	113	(4)
Additional Sources	117	(1)
PART 2 FOUNDATIONS	118	(163)
Ethics and Professionalism	118	(29)
Study Guide	118	(1)
Philosophical Foundations of Ethics	119	(3)
Utilitarian Philosophy	120	(1)
Deontological Philosophy	120	(1)
Benefits of Deontology	121	(1)
Ethical Foundations of Professionalism	122	(3)
Professional Ethics	122	(1)
The Imperative of Trust	123	(1)
Professional Privilege	123	(1)
Social Responsibility	124	(1)
Criteria of a Profession	125	(1)
Professional Education	126	(1)
Degree Programs	126	(1)
Continuing Education	127	(1)
Research and the Body of Knowledge	127	(2)
Support for Research	128	(1)
The Literature	128	(1)
Licensing and Accreditation	129	(3)
Legal Considerations	130	(1)
Accreditation	131	(1)
Professional Organizations	132	(6)
International Professional Organizations	132	(2)
National Professional Organizations	134	(1)
Specialized, Regional, and Local Associations	135	(2)
Student Organizations	137	(1)
Codes of Ethics	138	(3)
Winning Acceptance and Stature	141	(2)
Toward a Promising Future	143	(1)
Notes	143	(3)
Additional Sources	146	(1)
Legal Considerations	147	(27)
Study Guide	147	(1)
What Is Law?	148	(2)
Public Relations and the First Amendment	150	(1)
Public Relations Access to Mass Media	151	(2)
Print Media	151	(1)
Broadcast Media	151	(1)
Cable Systems	152	(1)
The Internet	152	(1)
Access to Government Information and Meetings	153	(1)
Corporate Political Expression	154	(1)
Lobbying	155	(3)
Labor Relations	158	(1)
Representative Elections	158	(1)
Collective Bargaining	158	(1)
Regulation of Publicly Owned Companies	159	(2)
Copyright and Trademark Law	161	(3)
Copyright	161	(2)
Trademarks	163	(1)
Tort Law: Libel and Privacy Invasion	164	(4)
Libel	164	(3)
Privacy	167	(1)
Other Legal Issues	168	(1)
Litigation Public Relations	168	(1)
Contract Law	168	(1)
Postscript	169	(1)
Notes	169	(4)
Additional Sources	173	(1)
Theoretical Underpinnings: Adjustment and Adaptation	174	(21)
Study Guide	174	(1)
The Ecological Approach	175	(1)
Tracking the Trends	176	(1)
A Systems Perspective	176	(5)
Environmental Change Pressures	178	(1)
Subsystems and Suprasystems	179	(1)
Organizations as Systems	180	(1)
Open and Closed Systems	181	(2)
Cybernetics in Open Systems	183	(4)
Open Systems Model of Public Relations	187	(4)
Notes	191	(2)
Additional Sources	193	(2)
Communication and Public Opinion	195	(27)
Study Guide	195	(1)
The Battle for Attention	196	(1)
Dissemination Versus Communication	197	(1)
Elements of the Communication Model	198	(5)
The Sender	198	(1)
The Message	199	(1)
The Medium or Channel	200	(1)
The Receivers	201	(1)
Context of the Relationship	201	(1)
The Social Environment	202	(1)
Communication Effects	203	(3)
Creating Perceptions of the World around Us	203	(1)
Setting the Agenda	204	(1)
Diffusing Information and Innovation	205	(1)
Defining Social Support	205	(1)
Publics and Their Opinions	206	(5)
Definition of Public Opinion	207	(2)
Publics	209	(2)
Individual Orientations and Coorientation	211	(6)
Orientation	211	(1)
Coorientation	212	(1)
Coorientational Consensus	213	(2)
Coorientational Relationships	215	(2)
Notes	217	(3)
Additional Sources	220	(2)
Internal Relations and Employee Communication	222	(29)
Study Guide	222	(1)
Importance of Internal Relations	223	(2)
Organizational Culture	225	(5)
Culture and Power	227	(1)
Dominant Coalition's Impact on Public Relations	227	(1)
Worldview and Organizational Culture	228	(2)
Internal Relations Challenges	230	(4)
Safety and Compliance	231	(1)
Labor Relations	231	(1)
Organizational Change: Mergers, Acquisitions, and Layoffs	232	(2)
Communicating Internally	234	(3)
Vision Statements	234	(1)
Mission Statements	235	(1)
Policy Documents	235	(1)
Training Materials	236	(1)
Internal Media	237	(6)
Employee Publications	237	(2)
Newsletters	239	(1)
Letters	239	(2)
Inserts and Enclosures	241	(1)
Published Speeches, Position Papers, and ``Backgrounders''	241	(1)
Bulletin Boards and Electronic Notices	242	(1)
Face-to-Face Communication and the ``Grapevine''	243	(5)
Hotlines	243	(1)
Meetings and Teleconferences	244	(1)
Video and Film Presentations	245	(2)
Displays	247	(1)
Notes	248	(2)
Additional Sources	250	(1)
External Media and Media Relations	251	(30)
Study Guide	251	(1)
New Media, New Challenges	252	(2)
Traditional Media, New Uses	254	(12)
Newspapers	255	(2)
Wire Services and News Syndicates	257	(3)
Magazines	260	(1)
Radio	261	(2)
Television	263	(3)
Cable and Satellite Television	266	(1)
Working with the Media	266	(11)
The Person in the Middle	268	(2)
Guidelines for Good Media Relations	270	(3)
Guidelines for Working with the Press	273	(4)
Notes	277	(3)
Additional Sources	280	(1)
PART 3 MANAGEMENT PROCESS	281	(105)
Step One: Defining Public Relations Problems	281	(27)
Study Guide	281	(1)
Management Process	282	(2)
Role of Research in Strategic Planning	284	(1)
Research Attitude	284	(1)
Listening as Systematic Research	285	(2)
Defining Public Relations Problems	287	(5)
Problem Statement	287	(1)
Situation Analysis	288	(4)
Research Process	292	(1)
Informal or ``Exploratory'' Methods	293	(6)
Personal Contacts	293	(1)
Key Informants	294	(1)
Focus Groups and Community Forums	294	(1)
Advisory Committees and Boards	295	(1)
Ombudsman or Ombuds Officer	296	(1)
Call-In Telephone Lines	297	(1)
Mail Analysis	298	(1)
Online Sources	298	(1)
Field Reports	299	(1)
Formal Methods	299	(6)
Secondary Analysis and Online Databases	301	(1)
Content Analysis	302	(1)
Surveys	302	(3)
Notes	305	(2)
Additional Sources	307	(1)
Step Two: Planning and Programming	308	(30)
Study Guide	308	(1)
Strategic Thinking	309	(3)
Public Relations as Part of Strategic Thinking	309	(1)
Management Expectations	310	(2)
Strategic Management	312	(5)
Mission Statements	313	(1)
Management by Objectives	314	(1)
Strategy and Tactics	315	(1)
Reasons for Planning	316	(1)
Writing the Program	317	(8)
Program Plan	317	(1)
Role of Working Theory	318	(3)
Defining Target Publics	321	(2)
Writing Program Objectives	323	(2)
Planning for Program Implementation	325	(10)
Writing Planning Scenarios	325	(1)
Anticipating Disasters and Crises	326	(3)
Establishing an Information Center	329	(2)
Budgeting	331	(1)
Pretesting Program Elements	332	(2)
Selling the Plan	334	(1)
Notes	335	(2)
Additional Sources	337	(1)
Step Three: Taking Action and Communicating	338	(23)
Study Guide	338	(1)
Action and Communication	338	(1)
The Action Component of Strategy	339	(5)
Acting Responsively and Responsibly	339	(1)
Coordinating Action and Communication	340	(2)
Action as an Open Systems Response	342	(2)
Communication Component of Strategy	344	(13)
Framing the Message	344	(4)
Semantics	348	(1)
Symbols	349	(2)
Barriers and Stereotypes	351	(2)
Putting It All Together in a Campaign	353	(1)
Disseminating the Message	354	(2)
Reconsidering the Process	356	(1)
Implementing the Strategy	357	(1)
Notes	358	(2)
Additional Sources	360	(1)
Step Four: Evaluating the Program	361	(25)
Study Guide	361	(1)
The Push for Measurable Results	362	(2)
Evaluation Research Process	364	(3)
Levels of Program Evaluation	367	(14)
Preparation Criteria and Methods	368	(3)
Implementation Criteria and Methods	371	(5)
Impact Criteria and Methods	376	(5)
Interpreting and Using Results of Evaluation	381	(2)
Notes	383	(2)
Additional Sources	385	(1)
PART 4 THE PRACTICE	386	(90)
Business and Industry Public Relations	386	(24)
Study Guide	386	(1)
The Profit Motive	387	(1)
Public Relations in Corporate Organizations	388	(2)
Corporate Social Responsibility	390	(6)
Corporate Philanthropy	396	(1)
Corporate Financial Relations	397	(1)
Business Misconduct	398	(5)
Remedies for Corporate Misbehavior	403	(1)
Restoring Public Trust	404	(1)
Terrorism and Corporate Security	404	(2)
Globalization	406	(1)
Notes	407	(2)
Additional Sources	409	(1)
Government and Public Affairs	410	(33)
Study Guide	410	(1)
The Goals of Public Affairs in Government	411	(1)
Informing Constituents	412	(3)
U.S. Department of State	413	(1)
International Broadcasting	414	(1)
Ensuring Active Cooperation in Government Programs	415	(1)
Fostering Citizen Support	416	(3)
Public Participation	417	(1)
Public Opinion Surveys	418	(1)
Serving as the Public's Advocate	419	(1)
Electronic Government and Citizen Participation	420	(1)
Managing Information Internally	421	(1)
Facilitating Media Relations	421	(1)
Building Community and Nation	422	(2)
U.S. Programs	422	(1)
Other Nations	423	(1)
Barriers to Effective Government Public Affairs	424	(5)
Questionable Credibility	424	(1)
Public Apathy	425	(1)
Legislative Hostility	426	(3)
Government-Media Relations	429	(5)
Media Access to Government	429	(1)
Government Dependence on Media	430	(2)
Media Reporting of Government	432	(2)
Military Public Affairs	434	(1)
Government as Business	435	(2)
Public Affairs in Politics	437	(1)
Notes	438	(4)
Additional Sources	442	(1)
Nonprofits, Trade Associations, and Nongovernmental Organizations	443	(33)
Study Guide	443	(1)
The Third Sector	444	(5)
Defining Nonprofit Organizations	444	(1)
Volunteerism and Philanthropy	445	(1)
Changing Climate	445	(4)
Role of Public Relations in Nonprofit Organizations	449	(2)
Foundations	451	(1)
Social Service Agencies	451	(2)
Health Care	453	(4)
Health Care in Crisis	453	(1)
Health-Care Public Relations and Marketing	454	(1)
Role of the News Media	455	(2)
Education	457	(4)
Accountability	457	(1)
Public Relations for Public Schools	457	(2)
Higher Education	459	(2)
College Presidents' Public Relations Role	461	(1)
Churches and Other Nonprofit Organizations	461	(2)
Associations and Societies	463	(4)
Types of Associations	463	(2)
The Problem of Serving Many Masters	465	(1)
Growing Importance of Public Relations	465	(2)
The Nature of Programming	467	(1)
Labor Unions	467	(4)
The Role of Public Relations	469	(1)
The Problem of Strikes	469	(2)
The Challenge for Labor	471	(1)
Notes	471	(3)
Additional Sources	474	(2)
Index	476