THIS IS PR: THE REALITIES OF PUBLIC RELATIONS provides information and guidance that will be useful to the experienced public relationspractitioner as well as to the beginning student. Students are introduced to the world of public relations through a strong emphasis on thefundamentals, such as history and research, as well as emerging issues, such as technology, ethics, and the international aspects of publicrelations. With numerous examples, strategies, tactics and case studies, students are sure to be engaged and prepared!

Public Relations: Role, Origins and Trends Affecting the Future
PR Roles and Specialties	p. 1
What Is Public Relations?	p. 2
Organizational Role and Function: 10 Basic Principles	p. 2
PR and Related Activities	p. 4
The Job of the PR Practitioner	p. 5
The Function of Public Relations in Business and Society	p. 11
PR's Origins and Evolution	p. 21
Seeking the PR "Source Spring"	p. 22
The Beginnings of PR in the United States, 1600-1799	p. 25
Communicating/Initiating: The Era of Press Agentry and Publicity, 1800-1899	p. 26
Reacting/Responding: The Time of Reporters-in-Residence, 1900-1939	p. 30
Planning/Preventing: The Growth of PR as a Management Function, 1940-1979	p. 35
Professionalism: PR in the Era of Global Communication, 1980-Present	p. 41
Trends in PR	p. 55
Cultural Influences on PR	p. 56
Technology's Impact on Strategy and Tactics	p. 59
Research for PR
Research: Planning, Processes and Techniques	p. 65
The Basics: Record Keeping and Retrieving	p. 66
Finding and Using Research Resources	p. 66
Using Research for Planning and Monitoring	p. 68
Using Research to Plan and to Evaluate Outcomes	p. 70
Informal Research	p. 70
Formal Research	p. 74
Audience Information	p. 81
Research and Problem Solving	p. 87
Publics and Public Opinion	p. 93
Identifying and Describing Publics	p. 94
Issues: Identification, Monitoring, Evaluation and Management	p. 101
Issues and the Role of the PR Practitioner	p. 103
Perceptions and Public Opinion	p. 108
Public Opinion Research and Public Relations	p. 112
Theory, Ethics and Laws Affecting PR Practice
Theoretical Underpinnings for PR	p. 117
Origins in Sociology and Psychology	p. 118
Organizational Theory	p. 118
Communication Theories, Three Models	p. 120
Persuasion and Change	p. 120
A Way to Look at Media: Source, Message, Source+Message, Media, Receivers	p. 130
PR Ethics and Responsibilities	p. 147
Complexities in Ethical Decision-Making	p. 150
Responsibility in Advertising and Sponsorships	p. 159
Responsibility in Publicity	p. 163
Individual Responsibilities	p. 168
PR and the Law	p. 173
The Liabilities of Practicing PR	p. 174
Government Regulations	p. 179
Court Rulings and Legal Responsibilities	p. 189
Revisiting the Hypotheticals	p. 211
PR in Action
Strategic Management in PR Practice	p. 215
PR's Role in the Organizational Structure as Part of the Management Team	p. 215
Issue Monitoring and Managing for Organizations	p. 221
Planning and Managing PR Work	p. 222
Communication Channels and Media	p. 231
Choosing the Medium	p. 232
Choosing the Message-Advertising and Publicity	p. 232
Traditional Hybrids: Direct Mail and 900 Phone Numbers	p. 251
Developing Hybrids	p. 254
Tactics and Techniques: Details That Make PR Strategy Work	p. 259
Advertising	p. 259
Publicity and Publications	p. 264
Publicity through the Mass Media	p. 279
On the Job with Media People	p. 290
Goofs and Glitches	p. 296
Talking Back and Correcting	p. 296
Campaigns	p. 301
Types of Campaigns	p. 301
Characteristics of Successful Campaigns	p. 302
Planning a Campaign	p. 303
Implementing the Campaign	p. 306
Evaluating the Campaign	p. 307
Campaign Outline	p. 308
Changing Behavior	p. 308
Government Campaigns	p. 312
Crisis and Credibility	p. 317
Anticipating a Crisis	p. 318
Dealing with a Crisis	p. 325
Recovery and Evaluation	p. 343
Public Relations Practice and a Worldview	p. 345
Global Variables Affecting PR Practice	p. 346
Political Ideology and PR Practice	p. 349
Economic Systems/Levels of Economic Development and PR Practice	p. 349
Levels of Activism and PR Practice	p. 350
Culture and PR Practice	p. 350
Media Environment and PR Practice	p. 352
Conclusion	p. 353
Notes	p. 357
Glossary	p. 377
Index	p. 401
Table of Contents provided by Ingram. All Rights Reserved.

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