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What is included with this book?
| About the Authors | |
| Preface | |
| Background | |
| Public Relations and Persuasion | |
| Defining Public Relations | |
| A Brief History of Public Relations | |
| The Nature of Persuasion | |
| Characteristics of Legitimate Public Relations Campaigns | |
| Types of Persuasive Campaigns | |
| Service Learning and Student Projects | |
| Trends and Issues: Flack, Hype, and Spin | |
| Case Study 1-A: Johnson and Johnson's | |
| Campaign for Nursing's Future | |
| Chapter 1 Discussion Questions | |
| Glossary of Terms | |
| The Public Relations Process | |
| An Overview of the Public Relations Process | |
| The Three-Step Process | |
| The Written Proposal: Planning | |
| The Written Proposal: Implementation | |
| The Written Proposal: Evaluation | |
| The Last Step | |
| Trends and Issues: Communicating in a Crisis | |
| Case Study 2: When Crisis Strikes Campus:The Three-Step Process at Work | |
| Chapter 2 Discussion Questions | |
| Glossary of Terms | |
| Planning: Background Research | |
| Preliminary Fact-Finding | |
| Identifying Priority Audiences | |
| Proposed Primary Research Methods and Research Objectives | |
| Writing the Background Research Summary | |
| Trends and Issues: Lifestyle Trends for the 21st Century | |
| Case Study 3: Values and Lifestyles: The Eight Types of Americans | |
| Tracking the Case: Conducting and Processing Background Research | |
| Chapter 3 Discussion Questions | |
| Glossary of Terms | |
| Planning: Primary Research | |
| Primary Research Methods | |
| Qualitative Research | |
| Quantitative Research | |
| Integrity and Validity in Primary Research | |
| Trends and Issues: Associated Press Guidelines for Reporting Research Results | |
| Case Study 4-A: Lawyers Use Focus Groups to Design Trial Strategies | |
| Case Study 4-B: Field Observation and the Science of Shopping | |
| Case Study 4-C: How to Lie With StatisticsTracking the Case: Conducting and Processing Primary Research | |
| Chapter 4 Discussion Questions | |
| Glossary of Terms | |
| Planning: Goals and Objectives, Messages and Themes, Channels and Strategies | |
| Goals and Objectives | |
| Messages and Themes | |
| Channels and Strategies | |
| Generalizations About Traditional Media | |
| Public Relations on the Internet | |
| Trends and Issues: News Values and Interests | |
| Case Study 5: The Dixie Chicks: Shut Up and Sing!Tracking the Case: Goals and Objectives, Messages and Themes, Strategies and Channels | |
| Chapter 5 Discussion Questions | |
| Glossary of Terms | |
| Implementation: Traditional Media Channels | |
| Working With the News MediaInstitutional Advertising | |
| Donated Media | |
| Trends and Issues: The Future of the | |
| News Release: Does it Have One? | |
| Case Study 6: Two Controversies, Ten Years Apart | |
| Tracking the Case: Choosing Media Tactics | |
| Chapter 6 Discussion Questions | |
| Glossary of Terms | |
| Implementation: Interactive Media Channels | |
| Electronic Mail | |
| The World Wide WebSocial Media | |
| The Blogosphere | |
| Monitoring Cyberspace | |
| Trends and Issues: Writing for the Cyberspace Audience | |
| Case Study 7: We Are Marshall | |
| Tracking the Case: Interactive Media Channels | |
| Chapter 7 Discussion Questions | |
| Glossary of Terms | |
| Implementation: Non-media Channels | |
| Events | |
| Social Responsibility and Philanthropy Programs | |
| Internal and Employee Communications | |
| Investor Relations Materials | |
| Marketing Activities | |
| In-Person Communication | |
| Inserts and Enclosures | |
| Miscellaneous Tactics | |
| Glossary of Terms | |
| Trends and Issues: Tips for th | |
| Table of Contents provided by Publisher. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
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