Public Relations: A Values-Driven Approach

by Guth, David W.; Marsh, Charles

• ISBN13: 9780205295746
• ISBN10: 0205295746
• Edition: 1st
• Format: Paperback
• Copyright: 1999-08-01
• Publisher: Pearson College Div

Summary

In a time when society is holding individuals and organizations to high standards of conduct, Public Relations teaches students how to build ethical, productive relationships with strategic constituencies. By placing public relations in a broad social context, Public Relations: A Values-Driven Approach provides an introduction to a dynamic, growing, and honorable profession. Steeped in the traditions and theories of public relations, the book features a lively, informal tone designed to engage the audience. It abounds with lively anecdotes. A sustained focus on how public relations activities reflect and affect an organization's core values is a thread that runs through every chapter.

Table of Contents

Preface	xv
About the Authors	xix
SECTION I: Foundations of Public Relations
What Is Public Relations?	1	(28)
Public Relations: Separating Fact from Fiction	2	(6)
The Search for a Definition	3	(2)
Public Relations Defined	5	(2)
Prsa's View of the Profession	7	(1)
Theory versus Reality	8	(2)
The Hunt-Grunig Models of Public Relations	8	(1)
Public Relations and Marketing	9	(1)
Why a Public Relations Career?	10	(3)
A Profession or a Trade?	11	(1)
A Profile of Practitioners	11	(1)
J.C. Penney Company	12	(1)
The Public Relations Process	13	(2)
The Traditional Four-Step Model of the Public Relations Process	13	(1)
The Dynamic Model of the Public Relations Process	14	(1)
The Role of Values in Public Relations	15	(1)
Actions Speak Louder Than Words---Part I	16	(1)
Values-Driven Public Relations	16	(5)
Actions Speak Louder Than Words---Part II	17	(1)
Whose Values Should You Follow?	18	(1)
Johnson & Johnson	19	(1)
How Organizations Establish Their Values	20	(1)
Summary	21	(1)
Discussion Questions	22	(4)
Samuel L. Waltz Jr., Apr, Sam Waltz & Associates	22	(2)
Thumbs Up, Ashland Inc.; Thumbs Down, Exxon: A Tale of Two Oil Spills	24	(2)
The Question	26	(1)
Key Terms	26	(1)
Notes	27	(2)
Jobs in Public Relations	29	(25)
Where the Jobs Are	30	(10)
Corporations	30	(4)
Nonprofit Organizations and Trade Associations	34	(1)
Ben & Jerry's Homemade, Inc.	35	(1)
Governments	35	(1)
The Values of Successful Employers	36	(2)
Public Relations Agencies	38	(1)
Independent Public Relations Consultants	39	(1)
Getting that First Job or Internship	40	(1)
Public Relations Activities and Duties	40	(4)
Action in Alabama	43	(1)
Salaries in Public Relations	44	(2)
Standards of Professional Performance	45	(1)
What's Important in a Job?	46	(1)
Summary	46	(1)
Discussion Questions	47	(5)
Mike Swenson, Barkley Evergreen & Partners	47	(2)
Silver Anvils and Gold Quills	49	(1)
A List to Avoid	50	(2)
Career Day at High School	52	(1)
Key Terms	52	(1)
Notes	53	(1)
A Brief History of Public Relations	54	(33)
Premodern Public Relations	55	(6)
Trends Leading to the Development of Modern Public Relations	56	(3)
Pre-Twentieth-Century America	59	(1)
The United States Constitution	60	(1)
Thomas Paine: Revolutionary Practitioner?	61	(1)
The Seedbed Years	61	(4)
Theodore Roosevelt (1858-1919)	63	(1)
Ivy Ledbetter Lee (1877-1934)	64	(1)
War and Propaganda	65	(6)
The Strange Case of the Zimmerman Telegram	66	(2)
Edward L. Bernays (1891-1995)	68	(1)
Why Bernays and Not Lee?	69	(1)
The Mother of Public Relations	70	(1)
American Red Cross	71	(1)
The Postwar Boom	71	(3)
Postwar Social Activism	72	(1)
Other Notable Figures From Public Relations' Past	73	(1)
The Downsizing of the United States	74	(3)
The Baby Boomers Come of Age	75	(2)
``Future History''	77	(1)
Summary	77	(1)
Discussion Questions	78	(6)
Tim Moore, Rock and Roll Hall of Fame and Museum	78	(2)
Torches of Freedom	80	(2)
Corporate Giving	82	(1)
Megashop Comes to Sunnyview	83	(1)
Key Terms	84	(1)
Notes	84	(3)
The Publics in Public Relations	87	(42)
Two Words: Public and Relations	88	(1)
The Publics in Public Relations	89	(5)
Traditional and Nontraditional Publics	89	(3)
Latent, Aware, and Active Publics	92	(1)
Intervening Publics	92	(1)
Primary and Secondary Publics	93	(1)
Internal and External Publics	93	(1)
Your Tax Dollars at Work	93	(1)
Domestic and International Publics	94	(1)
What Do We Need to Know about Each Public?	94	(3)
The Traditional Publics in Public Relations	97	(22)
Employees	97	(3)
The News Media	100	(1)
Sabotage in the Workplace	101	(2)
Governments	103	(1)
American Society of Newspaper Editors	104	(1)
Microsoft Learns the Hard Way	105	(1)
Investors	106	(4)
Consumers/Customers	110	(3)
The Customer is Always Right?	113	(1)
Multicultural Communities	113	(4)
Constituents (Voters)	117	(2)
Summary	119	(1)
Discussion Questions	119	(6)
Gordon Lindsey, J.C. Penney Company	120	(1)
Cloudy Days for Sunbeam	121	(1)
Parrott Talks; Rand Mcnally Listens	122	(2)
The Tuition Increase	124	(1)
Key Terms	125	(1)
Notes	125	(4)
Communication Theory and Public Opinion	129	(32)
The Power of Public Opinion	130	(2)
A Communication Model	132	(4)
Mokusatsu	134	(2)
Theories of Persuasion	136	(6)
The Magic Bullet Theory	136	(1)
The Two-Step Theory	137	(1)
The N-Step Theory	137	(1)
Diffusion Theory	137	(1)
The Agenda-Setting Hypothesis	138	(1)
A Royal Mess	139	(1)
Uses and Gratifications Theory	140	(1)
A Two-Way Process	141	(1)
The Third Battle of Bull Run	142	(1)
Motivation	142	(4)
Maslow's Hierarchy of Needs	143	(1)
Examples of Maslow's Theory at Work	144	(1)
Flashes in the Pan	145	(1)
Persuasion and Public Opinion	146	(4)
Aristotle, Persuasion, and Public Relations	147	(1)
The Evolution of Public Opinion	147	(1)
Persuasion versus Manipulation	148	(1)
A Public Opinion Checklist	149	(1)
Provincial Emergency Program	150	(1)
Summary	150	(1)
Discussion Questions	151	(8)
Tresa Coe, Mothers Against Drunk Driving	151	(2)
Using Public Relations to Ban Land Mines	153	(2)
Citizens for a Free Kuwait	155	(3)
The Acme Widget Company	158	(1)
Key Terms	159	(1)
Notes	159	(2)
Ethics in Public Relations	161	(30)
What Are Ethics?	162	(2)
Ethics Codes for Values-Driven Public Relations	162	(2)
The Rewards of Ethical Behavior	164	(3)
The Ethics Codes of Prsa and IABC	165	(2)
Objectivity versus Advocacy: A Misleading Ethics Debate	167	(5)
Aristotle and the Golden Mean	168	(2)
Objectivity versus Advocacy: The Solution	170	(1)
Aristotle and the Power of Character	171	(1)
Challenges to Ethical Behavior	172	(3)
Dilemmas	172	(1)
Overwork	172	(1)
Legal/Ethical Confusion	173	(1)
Cross-Cultural Ethics	173	(1)
Immanuel Kant and the Categorical Imperative	174	(1)
Short-Term Thinking	174	(1)
Achieving Ethical Behavior	175	(7)
Ethics Audits	175	(1)
Integrating Ethics into the Public Relations Process	176	(1)
The Potter Box	176	(2)
Jeremy Bentham, John Stuart Mill, and Utilitarianism	178	(1)
John Rawls and Social Justice	179	(1)
The Potter Box at Work	179	(1)
Goodwill Industries of Orange County	180	(2)
Summary	182	(1)
Discussion Questions	183	(6)
Terrie Williams, The Terrie Williams Agency	183	(1)
Inside the Body Shop	184	(2)
Undisclosed Interest: Glaxo Wellcome and the Committee to Protect MDIs	186	(2)
Trouble Brewing	188	(1)
Key Terms	189	(1)
Notes	189	(2)
SECTION II: The Public Relations Process
Research and Evaluation	191	(37)
The Value of Research and Evaluation	192	(2)
Research, Evaluation, and Tobacco	193	(1)
The Many Uses of Research and Evaluation	194	(2)
Developing a Research Strategy: What Do I Want to Know?	196	(4)
Client Research	197	(1)
Stakeholder Research	197	(1)
Problem-Opportunity Research	197	(2)
Issues Management and the Aids Epidemic	199	(1)
Bureau of Labor Statistics	200	(1)
Evaluation Research	200	(1)
Developing a Research Strategy: How Will I Gather Information?	200	(8)
Secondary (Library) Research	202	(1)
Feedback Research	203	(1)
The Communication Audit	204	(1)
Focus Groups	205	(3)
Survey Research	208	(9)
The Survey Sample	209	(1)
What do Survey Results Really Mean?	209	(6)
The Survey Instrument	215	(1)
Five Ways to Ask Questions	216	(1)
Analyzing Survey Results	217	(3)
Back to City Hospital	219	(1)
Summary	220	(1)
Discussion Questions	220	(6)
Walter K. Lindenmann, Ketchum Public Relations Worldwide	221	(1)
The Battle Over Clean Air Regulations	222	(2)
President Landon and President Dewey	224	(2)
Tinker, Evers & Chance	226	(1)
Key Terms	226	(1)
Notes	227	(1)
Planning: The Strategies of Public Relations	228	(28)
The Basics of Values-Driven Planning	230	(1)
Different Kinds of Public Relations Plans	231	(3)
Ad Hoc Plans	231	(1)
Standing Plans	231	(1)
Contingency Plans	232	(1)
Planning for the Entire Organization	233	(1)
Why Do We Plan?	234	(2)
To Keep Our Actions in Line with Our Organization's Values-Based Mission	234	(1)
To Help Us Control Our Destiny	234	(1)
To Help Us Better Understand and Focus Our Research	235	(1)
To Help Us Achieve Consensus	235	(1)
To Allow Effective Management of Resources	235	(1)
Boeing Company	236	(1)
How Do We Plan?	236	(10)
Consensus Building	237	(1)
Brainstorming	237	(2)
Goals, Objectives, and Tactics: The Written Plan	239	(1)
The Prsa Planning Grid	240	(2)
Sacramento Police Department	242	(3)
The Challenge of Measurability	245	(1)
Expanding a Plan into a Proposal	246	(1)
Qualities of a Good Plan	247	(1)
Summary	248	(1)
Discussion Questions	248	(6)
Fred Repper, Retired Public Relations Consultant	249	(1)
MCI Changes the Message	250	(2)
No News is Bad News: Media Relations at the Atlanta Olympics	252	(2)
Planning a Blood Drive	254	(1)
Key Terms	254	(1)
Notes	255	(1)
Communication: The Tactics of Public Relations	256	(41)
Communicating with Specific Publics	257	(1)
Tactics as Messages and Channels	258	(5)
Special Events	259	(1)
Controlled Media	260	(1)
Don't Forget the Net	261	(1)
Uncontrolled Media	262	(1)
Controlled versus Uncontrolled Media	262	(1)
Procter & Gamble	263	(1)
Tactics and Traditional Publics	263	(24)
Employees	264	(2)
Extranets: Vendor Relations Goes High-Tech	266	(1)
News Media	267	(8)
Investors	275	(1)
Beating the Odds: Successful News Releases	276	(2)
The Viagra VNR	278	(1)
Community Groups	278	(2)
Governments	280	(2)
Lobbies in the U.S.A.: Who Has the Clout?	282	(1)
Customers	282	(3)
Constituents (Voters)	285	(2)
Accomplishing the Tactics	287	(1)
Summary	288	(1)
Discussion Questions	289	(6)
Evie Lazzarino, Richard Nixon Library & Birthplace	289	(2)
Comic Relief in Texas	291	(1)
The Dog That Didn't Bark: Abercrombie & Fitch and Madd	292	(2)
The Tuition Increase Revisited	294	(1)
Key Terms	295	(1)
Notes	296	(1)
Writing and Presentation Skills	297	(44)
The Importance of Writing and Presentation Skills	298	(1)
A Context for Public Relations Writing	299	(1)
The Writing Process	299	(20)
Credbility: Stage One of the Writing Process	302	(1)
Writing for Diverse Publics: Tips for Inclusive Language	303	(1)
Research: Stage Two of the Writing Process	304	(2)
Organization: Stage Three of the Writing Process	306	(3)
Writing: Stage Four of the Writing Process	309	(2)
Revision: Stage Five of the Writing Process	311	(1)
Ten Tips for Writing Better Sentences	312	(1)
Macroediting: Stage Six of the Writing Process	313	(1)
Microediting: Stage Seven of the Writing Process	314	(2)
Approval: Stage Eight of the Writing Process	316	(2)
Distribution: Stage Nine of the Writing Process	318	(1)
Evaluation: Stage Ten of the Writing Process	318	(1)
Writing for the Ear	319	(4)
Grammar on the Web	320	(3)
The Process of Successful Presentations	323	(8)
Researching Your Presentation	323	(1)
Kellogg Company	324	(1)
Planning Your Presentation	324	(4)
Making Your Presentation	328	(1)
Conquering the Presentation Jitters	329	(1)
Evaluating Your Presentation	330	(1)
Summary	331	(1)
Discussion Questions	331	(8)
Kerry Tucker and Adam Behar, Nuffer, Smith, Tucker	332	(3)
Letter from Birmingham Jail	335	(2)
Poison Postcards in Kansas	337	(2)
Elayne Anderson's Speech	339	(1)
Key Terms	339	(1)
Notes	340	(1)
New Communications Technology	341	(38)
The Growth of New Technology	342	(4)
Is the Medium the Message?	344	(1)
The Role of Values in Message and Medium Selection	344	(2)
The Digital Revolution	346	(5)
Convergence and Hypermedia	347	(1)
Public Relations and the Evolution of TV	348	(1)
Convergence Issues	349	(2)
Virtual Public Relations	351	(1)
Computer Technology	351	(1)
The Internet	352	(11)
Motorola, Inc.	353	(1)
The History of the Internet	354	(2)
Individuals as Gatekeepers	356	(2)
Spinning ``The Web''	358	(1)
Individuals as Publishers	358	(2)
Other Internet Issues	360	(2)
The Dark Side of the Web	362	(1)
Wireless Communications Technology	363	(3)
Satellite Communications	364	(2)
Satellite Media Tours	366	(1)
Why ``New'' Isn't Always ``Better''	366	(3)
New Tools for an Old Profession	368	(1)
Summary	369	(1)
Discussion Questions	370	(6)
Craig Settles, Successful.Com	370	(1)
The Mount Everest Tragedy	371	(3)
Freedom of Expression in the Digital Age	374	(1)
Hale & Hardy All-Natural Granola Bars	375	(1)
Key Terms	376	(1)
Notes	376	(3)
SECTION III: Public Relations Today and Tomorrow
Crisis Communications	379	(36)
Learning Hard Lessons from Others	380	(6)
Crises Can Happen to Anyone	382	(1)
National Aeronautics and Space Administration	383	(1)
The Lessons of Dallas	384	(2)
The Anatomy of a Crisis	386	(7)
What Is a Crisis?	386	(2)
Crisis Dynamics	388	(2)
Crises Can Bring Opportunity	390	(1)
Twenty-First-Century Crises	391	(2)
Crisis Communications Planning	393	(11)
Step One: Risk Assessment	393	(2)
The Crisis Plotting Grid	395	(1)
Step Two: Developing the Plan	396	(5)
Step Three: Response	401	(1)
Things to Do Before a Crisis Breaks	402	(1)
Step Four: Recovery	403	(1)
Crisis Planning Ethics	404	(1)
Pepsico	405	(1)
Summary	405	(1)
Discussion Questions	406	(7)
Tom Ditt, North Carolina Division of Emergency Management	406	(2)
Mitsubishi's Lemon	408	(1)
Classic Crises: Tylenol and Pepsi	409	(3)
Death of a Salesman	412	(1)
Key Terms	413	(1)
Notes	413	(2)
Integrated Marketing Communications	415	(27)
The Decline of Mass Marketing	416	(2)
An Alternative: Integrated Marketing Communications	416	(1)
IMC: Public Relations, Advertising, and Marketing	417	(1)
The Impact of IMC on Public Relations	418	(3)
Direct Mail: Also Known as Junk Mail	419	(1)
The Impact of Public Relations on IMC	419	(1)
The J.M. Smucker Company	420	(1)
Differences between Public Relations and IMC	420	(1)
A Closer Look at Marketing	421	(3)
Marketing Public Relations	422	(2)
A Closer Look at IMC	424	(4)
Focusing on Individual Customers	424	(1)
Sending One Clear Message	424	(1)
IMC on the World Wide Web	425	(3)
How IMC Works	428	(5)
Creating an IMC Campaign	428	(3)
The Vips of IMC	431	(1)
Applying IMC	431	(2)
Problems with IMC	433	(1)
Summary	434	(1)
Discussion Questions	435	(6)
Vin Cipolla, Pamet River Inc.	435	(2)
Hal Riney Launches Saturn into Orbit	437	(1)
Reebok and the Incubus	438	(2)
Making the Pitch	440	(1)
Key Terms	441	(1)
Notes	441	(1)
Cross-Cultural Communication	442	(29)
Cultures: Definitions and Characteristics	443	(7)
Attitudes about Time	445	(1)
Attitudes about Formality	446	(1)
Special Olympics	447	(1)
Attitudes about Individualism	447	(1)
Attitudes about Rank and Hierarchy	447	(1)
The Melting-Pot Myth	448	(1)
Attitudes about Religion	448	(1)
Attitudes about Taste and Diet	449	(1)
Attitudes about Colors, Numbers, and Symbols	449	(1)
Attitudes about Assimilation and Acculturation	449	(1)
Cross-Cultural Communication: Definitions and Dangers	450	(4)
Encoding and Decoding	451	(1)
Gestures and Clothing	452	(1)
Stereotyping	452	(1)
Lost in Translation: Part One	453	(1)
Achieving Successful Cross-Cultural Communication: A Process	454	(8)
Sensitivity	454	(2)
Lost in Translation: Part Two	456	(1)
Commitment	457	(1)
Research	457	(1)
Local Assistance	458	(1)
Diversity	458	(1)
Testing	458	(2)
Corporate Culture Clash	460	(1)
Evaluation	460	(1)
Advocacy	460	(2)
Continuing Education	462	(1)
Summary	462	(1)
Discussion Questions	463	(5)
Renu K. Aldrich, Pr Newswire	463	(2)
A Toast to Coors	465	(1)
Border Wars for Wal-Mart	466	(2)
Cultures Close to Home	468	(1)
Key Terms	468	(1)
Notes	468	(3)
Public Relations and the Law	471	(41)
Public Relations, the Law, and You	472	(1)
Public Relations and the First Amendment	473	(3)
Political versus Commercial Speech	474	(1)
The Key: Know Your Own Business	475	(1)
Federal Agencies That Regulate Speech	476	(10)
The Federal Trade Commission	476	(1)
The Freedom of Information Act	477	(1)
The Securities and Exchange Commission	477	(5)
Sec Rule 10B-5	482	(2)
The Federal Communications Commission	484	(1)
Agency for Toxic Substances and Disease Registry	485	(1)
The Food and Drug Administration	485	(1)
Libel	486	(5)
The Burden of Proof in Libel	487	(1)
Actual Malice	488	(1)
Common Law Libel	489	(1)
``Free Speech Rocks!''	490	(1)
Privacy	491	(2)
Privacy Issues in Public Relations	492	(1)
Copyright	493	(3)
Copyright Guidelines	493	(1)
R.I.P. Larry Bud Melman?	494	(2)
Litigation Public Relations	496	(5)
Public Relations as a Legal Strategy	497	(2)
The Use of LPR Tactics	499	(1)
Is LPR in Society's Best Interests?	500	(1)
Summary	501	(1)
Discussion Questions	502	(6)
Richard S. Levick, Levick Strategic Communications	502	(2)
The Court of Public Opinion	504	(2)
The Lion Roars	506	(2)
Supergas	508	(1)
Key Terms	508	(1)
Notes	509	(3)
Your Future in Public Relations	512	(33)
A New Century with New Challenges	513	(1)
Public Relations' Mixed Legacy	513	(1)
Social Forces and Public Relations	514	(14)
The Global Spread of Democracy	514	(1)
Public Relations in the New Russia	514	(2)
Interconnectedness	516	(1)
The Changing Face of the United States	517	(1)
The Growing Hispanic Market	518	(2)
The Growth in World Population	520	(2)
The Greening of Public Relations	522	(2)
Feminization of the Workplace	524	(2)
League of Women Voters of the United States	526	(1)
Sexual Harassment	527	(1)
Where Public Relations Is Headed	528	(5)
Virtual Public Relations	532	(1)
Your Future in Public Relations	533	(4)
The Future of Values-Driven Public Relations	535	(2)
Summary	537	(1)
Discussion Questions	537	(5)
Kent Landers, 1998-99 Prssa National President	538	(1)
Thumbs Up, Abbott Laboratories; Thumbs Down, Nestle	539	(2)
Battling Bambi	541	(1)
Key Terms	542	(1)
Notes	542	(3)
Appendix A Code of Professional Standards for the Practice of Public Relations, Public Relations Society of America	545	(8)
Appendix B Code of Ethics for Professional Communicators, International Association of Business Communicators	553	(3)
Glossary	556	(13)
Index	569