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This text examines how public relations activities reflect and affect an organization's core values, covering new communication technologies, integrated marketing, crisis communication, and cross-cultural communication, as well as more traditional subjects of research, communication, writing and pre

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• Preface(p. xv)
• About the Authors(p. xix)
• Section 1 Foundations of Public Relations
• Chapter 1 What Is Public Relations?(p. 1)
• Public Relations: Everywhere You Look(p. 2)
• A Profession Gaining in Respect(p. 8)
• Why a Public Relations Career?(p. 11)
• The Public Relations Process(p. 14)
• The Role of Values in Public Relations(p. 15)
• Values-Driven Public Relations(p. 17)
• Summary(p. 21)
• Discussion Questions(p. 22)
• Key Terms(p. 28)
• Notes(p. 29)
• Chapter 2 Jobs in Public Relations(p. 32)
• Where the Jobs Are(p. 33)
• Public Relations Activities and Duties(p. 43)
• Working Conditions and Salaries(p. 46)
• What's Important in a Job?(p. 48)
• Summary(p. 48)
• Discussion Questions(p. 49)
• Key Terms(p. 55)
• Notes(p. 55)
• Chapter 3 A Brief History of Public Relations(p. 57)
• Why History Is Important to You(p. 58)
• Premodern Public Relations(p. 58)
• The Seedbed Years(p. 65)
• War and Propaganda(p. 69)
• The Postwar Boom(p. 75)
• The Downsizing of the United States(p. 78)
• The New Millennium(p. 79)
• Summary(p. 80)
• Discussion Questions(p. 81)
• Key Terms(p. 88)
• Notes(p. 88)
• Chapter 4 The Publics in Public Relations(p. 92)
• What Is Public?(p. 93)
• The Publics in Public Relations(p. 95)
• What Do We Need to Know about Each Public?(p. 100)
• The Traditional Publics in Public Relations(p. 104)
• Summary(p. 124)
• Discussion Questions(p. 125)
• Key Terms(p. 131)
• Notes(p. 131)
• Chapter 5 Communication Theory and Public Opinion(p. 137)
• The Power of Public Opinion(p. 138)
• A Communication Model(p. 139)
• Mass Communication Theories(p. 143)
• Motivation(p. 149)
• Persuasion and Public Opinion(p. 153)
• Summary(p. 158)
• Discussion Questions(p. 159)
• Key Terms(p. 166)
• Notes(p. 166)
• Chapter 6 Ethics and Social Responsibility in Public Relations(p. 169)
• What Are Ethics?(p. 170)
• Objectivity versus Advocacy: A Misleading Ethics Debate(p. 173)
• Challenges to Ethical Behavior(p. 175)
• The Rewards of Ethical Behavior(p. 178)
• Trust and Corporate(p. 179)
• Beyond CSR: Strengthening Ethical Behavior(p. 181)
• Summary(p. 189)
• Discussion Questions(p. 190)
• Key Terms(p. 197)
• Notes(p. 197)
• Section 2 The Public Relations Process
• Chapter 7 Research and Evaluation(p. 200)
• Did the Needle Move?(p. 201)
• The Value of Research and Evaluation(p. 203)
• Developing a Research Strategy: What Do I Want to Know?(p. 205)
• Developing a Research Strategy: How Will I Gather Information?(p. 209)
• Survey Research(p. 216)
• Analyzing Survey Results(p. 225)
• Summary(p. 227)
• Discussion Questions(p. 227)
• Key Terms(p. 234)
• Notes(p. 235)
• Chapter 8 Planning: The Strategies of Public Relations(p. 238)
• The Basics of Values-Driven Planning(p. 240)
• Different Kinds of Public Relations Plans(p. 242)
• Why Do We Plan?(p. 244)
• How Do We Plan?(p. 247)
• Expanding a Plan into a Proposal(p. 256)
• Qualities of a Good Plan(p. 257)
• Summary(p. 258)
• Discussion Questions(p. 258)
• Key Terms(p. 265)
• Notes(p. 266)
• Chapter 9 Communication: The Tactics of Public Relations(p. 268)
• Communicating with Specific Publics(p. 269)
• Tactics as Messages and Channels(p. 270)
• Tactics and Traditional Publics(p. 276)
• Summary(p. 299)
• Discussion Questions(p. 300)
• Key Terms(p. 306)
• Notes(p. 306)
• Chapter 10 Writing and Presentation Skills(p. 309)
• The Importance of Writing and Presentation Skills(p. 310)
• A Context for Public Relations Writing(p. 311)
• The Writing Process(p. 311)
• Writing for the Ear(p. 330)
• The Process of Successful Presentations(p. 333)
• Summary(p. 340)
• Discussion Questions(p. 340)
• Key Terms(p. 346)
• Notes(p. 347)
• Chapter 11 Public Relations in the Digital Age(p. 349)
• Welcome to the Revolution(p. 350)
• The Digital Revolution(p. 353)
• Computers and the Internet(p. 357)
• Wireless Communications Technology(p. 369)
• Why New Isn't Always Better(p. 374)
• Summary(p. 375)
• Discussion Questions(p. 375)
• Key Terms(p. 384)
• Notes(p. 385)
• Section 3 Public Relations Today and Tomorrow
• Chapter 12 Crisis Communications(p. 389)
• A New "Day of Infamy"(p. 390)
• The Anatomy of a Crisis(p. 393)
• Crisis Communications Planning(p. 402)
• Crisis Planning Ethics(p. 415)
• Summary(p. 417)
• Discussion Questions(p. 417)
• Key Terms(p. 424)
• Notes(p. 425)
• Chapter 13 Public Relations and Marketing(p. 428)
• Public Relations and Marketing(p. 429)
• The Impact of Consumer-Focused Marketing on Public Relations(p. 433)
• A Closer Look at Marketing(p. 435)
• A Closer Look at IMC(p. 437)
• How IMC Works(p. 441)
• Problems with 21st-Century Marketing(p. 446)
• Summary(p. 448)
• Discussion Questions(p. 448)
• Key Terms(p. 454)
• Notes(p. 454)
• Chapter 14 Cross-Cultural Communication(p. 457)
• Cultures: Realities and Definitions(p. 458)
• Cultural Attributes(p. 460)
• Cross-Cultural Communication: Definitions and Dangers(p. 466)
• Achieving Successful Cross-Cultural Public Relations: A Process(p. 469)
• Summary(p. 477)
• Discussion Questions(p. 477)
• Key Terms(p. 483)
• Notes(p. 483)
• Chapter 15 Public Relations and the Law(p. 487)
• A Parade of Corporate Horrors(p. 488)
• Public Relations and the First Amendment(p. 490)
• Federal Agencies That Regulate Speech(p. 494)
• Libel(p. 503)
• Privacy(p. 506)
• Copyright(p. 509)
• Litigation Public Relations(p. 513)
• Summary(p. 517)
• Discussion Questions(p. 517)
• Key Terms(p. 524)
• Notes(p. 524)
• Chapter 16 Your Future in Public Relations(p. 529)
• What's Next?(p. 530)
• Social Forces and Public Relations(p. 532)
• Where Public Relations Is Headed(p. 543)
• Your Future in Public Relations(p. 546)
• Summary(p. 551)
• Discussion Questions(p. 552)
• Key Terms(p. 559)
• Notes(p. 560)
• Appendix Public Relations Society of America Member Code of Ethics 2000(p. 564)
• Glossary(p. 571)