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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

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• Preface
• About the Authors
• Section 1 Foundations of Public Relations
• Chapter 1 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
• Chapter 2 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
• Chapter 3 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
• Chapter 4 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
• Chapter 5 Communication Theory and Public Opinion
• The Power of Public Opinion
• A Communication Model
• Mass Communication Theories
• Motivation
• Persuasion and Public Opinion
• Memo from the Field: Jane Hazel, Health Canada
• Chapter 6 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
• Section 2 The Public Relations Process
• Chapter 7 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
• Chapter 8 Planning: The Strategies of Public Relati