Public Relations : A Values-Driven Approach

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  • Edition: 4th
  • Format: Paperback
  • Copyright: 2009-01-01
  • Publisher: Allyn & Bacon
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In a time when society is holding individuals and organizations to high standards of conduct,Public Relations: A Values-Driven Approachteaches students how to build ethical, productive relationships with strategic constituencies. Public relations careers; history of public relations; communication theory and public opinion; ethics and law; research and evaluation; public relations planning; public relations tactics; writing and presentation skills; communication technology; crisis communication; public relations and marketing; and cross-cultural communication. Introductory public relations

Author Biography

Charles Marsh is an associate professor at the William Allen White School of Journalism and Mass Communications at the University of Kansas.

Table of Contents

About the Authors
Foundations of Public Relations
What Is Public Relations?
Public Relations: Everywhere You Look
A Profession Gaining in Respect
Why a Public Relations Career?
The Public Relations Process
The Role of Values in Public Relations
Values-Driven Public Relations
Memo from the Field: Judith T. Phair, Advantage Communication
Jobs in Public Relations
Where the Jobs Are
Public Relations Activities and Duties
Working Conditions and Salaries
Whatrsquo;s Important in a Job?
Memo from the Field: John Echeveste, Valencia Perez & Echeveste Public Relations
A Brief History of Public Relations
Why History Is Important to You
Premodern Public Relations
The Seedbed Years
War and Propaganda
The Postwar Boom
The Downsizing of the United States
The New Millennium
Memo from the Field: Edward M. Block
The Publics in Public Relations
What Is a Public?
The Publics in Public Relations
What Do We Need to Know about Each Public?
The Traditional Publics in Public Relations
Memo from the Field: David A. Narsavage, The Aker Partners, Inc
Communication Theory and Public Opinion
The Power of Public Opinion
A Communication Model
Mass Communication Theories
Persuasion and Public Opinion
Memo from the Field: Jane Hazel, Health Canada
Ethics and Social Responsibility in Public Relations
What Are Ethics?
Objectivity versus Advocacy: A Misleading Ethics Debate
Challenges to Ethical Behavior
The Rewards of Ethical Behavior
Trust and Corporate Social Responsibility
Beyond CSR: Strengthening Ethical Behavior
Memo from the Field: Carol Cone, Cone, Inc
The Public Relations Process
Research and Evaluation
For Love or Money?
The Value of Research and Evaluation
Developing a Research Strategy: What Do I Want to Know?
Developing a Research Strategy: How Will I Gather Information?
Survey Research
Analyzing Survey Results
Memo from the Field: Dr. David B. Rockland, Ketchum
Planning: The Strategies of Public Relati
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