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DENNIS L. WILCOX, Ph.D., is professor emeritus of public relations and past director of the School of Journalism and Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America (PRSA), former chair of the PRSA Educator’s Academy, and past chair of the public relations division of Association for Education in Journalism and Mass Communication (AEJMC). Dr. Wilcox has written six books, including being the lead author of Public Relations Strategies and Tactics and Public Relations Writing and Media Techniques. His honors include PRSA’s “Outstanding Educator,” the Xifra-Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest. He is active in the International Public Relations Association (IPRA) and a member of the Arthur W. Page Society, a group of senior communication executives. Dr. Wilcox regularly consults and gives lectures and workshops to students and professionals in a variety of nations.
GLEN T. CAMERON, Ph.D., is Gregory Chair in Journalism Research and founder of the Health Communication Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, award-winning conference papers, and books on public relations topics. A popular lecturer internationally, Dr. Cameron has received the Baskett-Mosse and Pathfinder awards for career achievement. The University of Missouri honored him in 2006 with the 21st Century Corps of Discovery Lectureship, which is given once each year by a globally recognized campus scholar. Dr. Cameron’s ongoing public relations experience includes his management of more than $42 million in external funding of health public relations projects from sources such as the National Institutes of Health, the National Cancer Institute, Missouri Foundation for Health, the U.S. Department of Agriculture, the Centers for Disease Control and Prevention, the U.S Department of Defense, and Monsanto. Whenever he can, Dr. Cameron enjoys the rivers and mountains of his native Montana as well as wild spots around the world.
BRYAN H. REBER, Ph.D., is associate professor of public relations at the University of Georgia, Grady College of Journalism and Mass Communication. Dr. Reber teaches courses that offer an introduction to public relations, management, writing, and campaigns. On the graduate level, he teaches classes in topics including management, persuasion, campaign research, and public opinion. His research focuses on public relations theory, practice, pedagogy, and health communication and has been published in the Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Health Communication, Public Relations Review, and Journal of Broadcasting and Electronic Media. Dr. Reber regularly presents his research at national and international academic conferences. He is the co-author of two books: Gaining Influence in Public Relations and Public Relations Today: Managing Competition and Conflict. Dr. Reber worked for 15 years in public relations at Bethel College, Kansas. He has conducted research for the Sierra Club, Ketchum, and the Georgia Hospital Association, among others.
JAE-HWA SHIN, Ph.D., Mph., is associate professor in the School of Mass Communication and Journalism at the University of Southern Mississippi. Dr. Shin is widely recognized as a prolific researcher in the field of public relations and has actively participated in the emerging development of public relations theory.
She co-authored Public Relations Today: Managing Conflict and Competition, a text that incorporates her research, teaching, and professional experience. In addition, she has published her research in peer-reviewed journals such as Public Relations Review, Journalism & Mass Communication Quarterly, Science Communication Journal, and Journal of Communication in Health Care. Dr. Shin is an active presenter at national and international conferences such as those sponsored by the International Communication Association, National Communication Association, and Association for Education in Journalism and Mass Communication. Prior to her teaching at the University of Southern Mississippi, she worked as the Public Relations Director for the Korea Economic Research Institute of the Federation of Korean Industries.
What Is Public Relations? 2
The Challenge of Public Relations 4
Global Scope 5
A Variety of Definitions 6
PR Casebook> Doritos PR Helps Steal the Super Bowl Away from Budweiser 7
Public Relations as a Process 8
The Components of Public Relations 11
How Public Relations Differs from Journalism 12
Scope 13
Objectives 13
Audiences 13
Channels 13
How Public Relations Differs from Advertising 14
How Public Relations Differs from Marketing 15
How Public Relations Supports Marketing 15
Toward an Integrated Perspective: Strategic Communication 17
Summary 20
Questions for Review and Discussion 21
TACTICS Other Firms’ Suffering Has Bolstered the Public Relations Business, The Economist 22
Careers in Public Relations 24
A Changing Focus in Public Relations 26
The Range of Public Relations Work 28
Personal Qualifications and Attitudes 28
Five Essential Abilities 29
PR Casebook> Pepsi Creates Social Media Buzz with Amp App 31
Organizational Roles 32
The Value of Internships 33
Salaries in Public Relations 34
Entry-Level Salaries 34
Salaries for Experienced Professionals 34
Salaries for Women: The Gender Gap 36
The Value of Public Relations 38
Summary 40
Questions for Review and Discussion 41
Managing Competition and Conflict 42
A New Way of Thinking: Conflict and Competition 44
The Role of Public Relations in Managing Conflict 46
It Depends: Factors That Affect Conflict Management 48
The Threat Appraisal Model 48 • Contingency Theory 48
PR Casebook> Water Purveyors Face Conflict and Competition 51
The Conflict Management Life Cycle 50
Proactive Phase 50
Strategic Phase 50
Reactive Phase 51
Recovery Phase 51
Managing the Life Cycle of a Conflict 52
Issues Management 52
Strategic Positioning and Risk Communication 53
Crisis Management 54
Reputation Management 58
Déjà Vu–All Over Again 59
Summary 60
Questions for Review and Discussion 61
TACTICS Maybe Tiger Woods Knows Exactly What He Is Doing, New York Magazine 62
The Growth of a Profession 64
A Brief History of Public Relations 66
Ancient Beginnings 66
Public Relations in Colonial America 67
The Age of the Press Agent 67
Public Relations Grows as America Grows 67
The Rise of Politics and Activism 68
Modern Public Relations Comes of Age 69
PR Casebook> Constructive Public Relations for the New York Subway 71
Public Relations Expands in Postwar America 73
Evolving Practice and Philosophy 74
Trends in Today’s Practice of Public Relations 76
Feminization of the Field 76
The Importance of Diversity 78
Other Major Trends in Public Relations 79
A Growing Professional Practice 80
The Public Relations Society of America 88
The International Association of Business Communicators 81
The International Public Relations Association 81
Other Groups 81
Professionalism, Licensing, and Accreditation 81
Professionalism 81
Licensing 82
Accreditation 83
Summary 84
Questions for Review and Discussion 85
Today’s Practice: Departments and Firms 86
Public Relations Departments 88
Organizational Factors Determine the Role of Public Relations 89
What Public Relations Departments Are Called 90
How Public Relations Departments Are Organized 91
Line and Staff Functions 92
Levels of Influence 92
Sources of Friction 92
The Trend Toward Outsourcing 94
Public Relations Firms 96
Global Reach 98
The Rise of Communication Conglomerates 98
Structure of a Counseling Firm 100
Pros and Cons of Using a Public Relations Firm 100
PR Casebook> Taking SXSW to the Next Level 101
Fees and Charges 102
Summary 104
Questions for Review and Discussion 105
TACTICS Census Campaign Focuses on Messaging, Minority Communities, PRWeek 106
Research and Campaign Planning 108
The Four Essential Steps of Effective Public Relations 110
Research: The First Step 110
Using Research 111
Research Techniques 112
Random Sampling 118
Sample Size 118
Reaching Respondents 119
Planning: The Second Step 122
Approaches to Planning 122
The Eight Elements of a Program Plan 122
PR Casebook> What Did Fleishman-Hillard Do for Brown? 125
Summary 130
Questions for Review and Discussion 131
Communication and Measurement 132
Making Sure the Audience Receives the Message 136
Making the Audience Pay Attention to the Audience 137
Making Sure the Message Is Understood 138 • Making the Message Credible 139
Making the Message Memorable 141
Making Sure the Audience Acts on the Message 141
Measurement: The Fourth Step 143
Objectives: A Prerequisite for Measurement 144
Measurement and Evaluation Status 144
Measure of Production 145
Measurement of Message Exposure 146
Media Impressions 146
Internet Hits 147
Advertising Equivalency 147
Systematic Tracking 148
Information Requests 149
Cost per Person 149
Audience Attendance 150
Measurement of Audience Awareness 150
Measurement of Audience Attitudes 151
Measurement of Audience Action 152
PR Casebook> Media Reality Check 153
Summary 154
Questions for Review and Discussion 155
TACTICS Americans Split on Whether Goals in Afghanistan Will Be Met, Gallup 156
Public Opinion and Persuasion 158
What Is Public Opinion? 160
Opinion Leaders as Catalysts 162
The Flow of Opinion 162
The Role of Mass Media 164
Agenda Setting 164
Framing 164
The Role of Conflict 166
PR Casebook> War over Wal-Mart: Retail Giant Fights Back 169
Persuasion in Public Opinion 168
The Uses of Persuasion 168
Persuasion and Negotiation 170
Factors in Persuasive Communication 171
Audience Analysis 171
Appeals to Self-Interest 171
Audience Participation 172
Suggestions for Action 173
Source Credibility 173
Clarity of Message 174
Channels 174
Timing and Context 174
Reinforcement 175
The Limits of Persuasion 176
Lack of Message Penetration 177
Competing or Conflicting Messages 177
Self-Selection 177
Self-Perception 177
Summary 178
Questions for Review and Discussion 179
Ethics and the Law 180
What Is Ethics? 182
The Ethical Advocate 182
Professional Guidelines 184
Codes of Conduct 184
Ethics in Individual Practice 185
Dealing with the News Media 186
Public Relations and the Law 187
Defamation 188 • Avoiding Libel Suits 188
PR Casebook> Make It Work, People 189
Employee Communications 190
Product Publicity and Advertising 190
Employee Free Speech 190
Copyright Law 191
Fair Use Versus Infringement 192
Photography and Artwork 192
The Rights of Freelance Writers 193
Trademark Law 194
The Protection of Trademarks 194
Trademark Infringement 194
Misappropriation of Personality 195
Regulations by Government Agencies 196
The Federal Trade Commission 196
The Securities and Exchange Commission 197
Other Regulatory Agencies 198
Liability for Sponsored Events 198
Working with Lawyers 199
Summary 200
Questions for Review and Discussion 201
TACTICS Financial Sector Targets Diverse Audiences, PRWeek 202
Reaching Diverse Audiences 204
The Nature of the Public Relations Audience 206
Age Group Audiences 209
Youth 209 • Baby Boomers 210
Seniors 210
Gender/Lifestyle Audiences 211
Women 211
Gays and Lesbians 213
Religious Groups 214
Ethnically Diverse Audiences 214
PR Casebook> Getting the Word Out on Gay Tourism 215
Divesity Media 216
Hispanics 216
African Americans 218
Global Audiences 219
Matching the Audience with the Media 220
Print 220
Radio and Video 221
Television 221
Online Media 221
Social Media 222
Summary 224
Questions for Review and Discussion 225
The Internet and Social Media 226
The Internet Is Everywhere 228
Leveraging the Power of the Web 229
Interactivity 230
Cost-Effectiveness 231
Webcasts: Real-Time Interaction 232
The Rise of Social Media 233
Blogs: Everyone’s a Journalist 233
Corporate or Organizational Blogs 234
Employee Blogs 234
Third-Party Blogs 235
Making Friends on MySpace and Facebook 237
YouTube: Video Clips and Controversy 238
PR Casebook> Pizza Chain Responds to YouTube Video 239
Texting: A Way of Life 241
Wikis, Tweets, and Podcasts: Oh My! 241
The Next Generation: Web 3.0 243
Summary 244
Questions for Review and Discussion 245
TACTICS Social Media Puts Fizz into Coke, Financial Times 246
Public Relations Tactics 248
News Releases 250
Is it Time for a News Release? 250
The Content of a News Release 251
Publicity Photos 252
Media Advisories, Fact Sheets, Media Kits, and Pitch Letters 253
PR Casebook> Doing Good for the World and for the Balance Sheet 255
Interviews with Journalists and News Conferences 256
Interviews 256 • News Conferences 256
Planning and Conducting a News Conference 257
The Press Party and the Media Tour 257
The Reach of Radio and Television 259
Radio 259
Audio News Releases 260
Public Service Announcements 260
Radio Media Tours 260
Television 261
Video News Releases 261
Satellite Media Tours 262
Personal Appearances 263
Talk Shows and Magazine Shows 263
Booking a Guest 263
Product Placements 264
Summary 266
Questions for Review and Discussion 267
Events and Promotions 268
A World Filled with Meetings and Events 270
Group Meetings 271
Meeting Location 271
Meeting Invitations 271
Getting the Meeting Started 272
Speakers 273
Meals 273
Banquets 274
Receptions and Cocktail Parties 276
Open Houses and Plant Tours 277
Conventions 278
Convention Planning 278
Convention Programs 279
Trade Shows 280
Exhibit Booths 280
Press Rooms and Media Relations 281
Promotional Events 283
Corporate Sponsorships: Another Kind of Event 283
Celebrity Appearances 284
Promotional Event Logistics 284
PR Casebook> When Going to the Restroom Is an Event 285
Summary 286
Questions for Review and Discussion 287
TACTICS Dealing with Global Media Can Be Difficult, but if Done Correctly Brings Numerous Rewards, PRWeek 288
Global Public Relations 290
What Is Global Public Relations? 292
Public Relations Development in Other Nations 293
International Corporate Public Relations 295
Language and Cultural Differences 297
Foreign Corporations in the United States 298
PR Casebook> Romania Rehabilitates Its Image “Virtually” 299
Representing U.S. Corporations in Other Nations 300
Public Diplomacy 301
Foreign Public Diplomacy Efforts 302
The Rise of NGOs 304
Opportunities in International Work 304
Summary 306
Questions for Review and Discussion 307
Corporate Public Relations 308
Modern Corporations 310
The Role of Public Relations 311
Media Relations 312
Customer Relations 313
Consumer Activism 315
Consumer Boycotts 315
Employee Relations 316
Investor Relations 318
Marketing Communications 318
PR Casebook> Coors Brews a Community Relations Problem 319
Product Publicity 320
Cause-Related Marketing 321
Corporate Sponsorship 321
Viral Marketing 322
Environmental Relations 323
Corporate Philanthropy 324
Summary 326
Questions for Review and Discussion 327
TACTICS The How-To of an Admission in the Steroid Era, The New York Times 328
Entertainment, Sports, and Tourism 330
Public Relations in Entertainment, Sports, and Tourism 332
The Entertainment Industry 332
The Personality Campaign 334
Conducting the Campaign 334
Promoting an Entertainment Event 336
The “Drip-Drip-Drip” Technique 336
The Movie Industry 337
Sports Publicity 338
PR Casebook> A Tiger in Trouble 341
Travel Promotion 342
Appeals to Target Audiences 343
Tourism in Times of Crisis 344
Summary 346
Questions for Review and Discussion 347
Government and Politics 348
Government Organizations 350
Basic Purposes of Government Public Relations 350
Public Information and Public Affairs 351
The Federal Government 352
The White House 352
Congress 353
Federal Agencies 353
PR Casebook> America’s Image Overseas 354
State Governments 357
Local Governments 358
Government Relations by Corporations 360
Lobbying 361
Pitfalls of Lobbying 362
Grassroots Lobbying 362
Election Campaigns 363
Summary 366
Questions for Review and Discussion 367
TACTICS First 100 Days of the Obama Administration: PR Review, PRWeek 368
Nonprofit, Health, and Education 370
The Role of Public Relations in Nonprofit, Health, and Education Organizations 372
Competition, Conflict, and Cooperation in Nonprofit, Health, and Education Organizations 373
Fund-Raising 374
Motivations for Giving 374
Fund-Raising Methods 375
Membership Organizations 378
Professional Associations 378
Trade Associations 378
Labor Unions 379
Chambers of Commerce 379
Advocacy Groups 380
Activist Groups 380
Social Issue Organizations 380
PR Casebook> Advocacy Groups Face Off over Whole Foods CEO John Mackey’s Position on Healthcare 381
Social Service Organizations 382
Philanthropic Foundations 382
Cultural Organizations 383
Religious Organizations 383
Health Organizations 384
Health Campaigns: Strategies and Tactics 384
Educational Organizations 386
Colleges and Universities 386
Elementary and Secondary Schools 387
School Districts 387
Summary 388
Questions for Review and Discussion 389
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