Public Relations Today Managing Competition and Conflict

by Cameron, Glen T.; Wilcox, Dennis L.; Reber, Bryan H.; Shin, Jae-hwa

• ISBN13: 9780205492107
• ISBN10: 020549210X
• Edition: 1st
• Format: Paperback
• Copyright: 2007-09-24
• Publisher: Pearson

Summary

Public Relations: Managing Competition and Conflictis an introductory book that provides the latest theories and practices in easy-to-understand terms,exploreing the role of competition and conflict in todayrs"s modern public relations practice. Public Relationstakes a brief, conflict-based approach, combining the insights of public relations experts Dennis Wilcox and Glen Cameron with the fresh voices of two of the fastest rising stars of public relations education Bryan Reber and Jae-Hwa Shin. Using up-to-date real world examples, checklists, and summaries to explore the role of competition and conflict, this book provide a whole new departure from other introductory texts. Public Relations: Managing Competition and Conflictis based on the idea that public relations is the management of competition and conflict on behalf of oners"s client or organization and, if at all possible, the interests of the public that impact the organization. As such, the authors take an assertive approach, providing vigorous examples from the "real-world" of public relations that lend excitement to the profession for students. This book successfully merges theory and practice into a refreshing, easy-to-understand approach that will help the reader learn the basics of effective public relations practice.

Table of Contents

Preface

What Is Public Relations

The Challenge of Public Relations Global Scope

A Variety of Definitions Public Relations as a Process

The Components of Public Relations How Public Relations Differs from Journalism Scope Objectives Audiences Channels

How Public Relations Differs from Advertising

How Public Relations Differs from Marketing

How Public Relations Supports Marketing

Toward an Integrated Perspective: Strategic Communication

Careers in Public Relations

A Changing Focus in Public Relations

The Range of Public Relations

Work Personal Qualifications and Attitudes

Five Essential Abilities

The Value of Internships Salaries in Public Relations Entry-Level Salaries

Salaries of Experienced Professionals

Salaries of Women: The Gender Gap

The Value of Public Relations

Summary Case Activity: What Would You Do?

Questions for Review and Discussion Selected Readings

Managing Competition and Conflict

A New Way of Thinking

The Role of Public Relations in Managing Conflict

It Depends: A System for Managing Conflict

It Depends: Two Basic Principles

A Matrix of Contingency Factors

The Contingency Continuum

The Conflict Management

Life Cycle Proactive

Phase Strategic

Phase Reactive

Phase Recovery

Phase Managing the Life Cycle Issues

Management Strategic Positioning and Risk Communication Crisis

Management Reputation

Management Deacute;jagrave; Vu - All Over Again

Summary Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

Public Relations: A Historical Perspective

A Brief History of Public Relations

Ancient Beginnings

Public Relations in Colonial America

The Age of the Press Agent Settling the American West

The Rise of Politics and Activism

The Beginnings of Corporate Public Relations

Modern Public Relations Comes of Age

Public Relations Expands in Postwar America

Evolving Practice and Philosophy

Trends in Todayrsquo;s Practice of P

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