Cutlip and Center's Effective Public Relations

Description

Cutlip & Center offers students the gold standard in public relations, providing the most up-to-date reference in the market. This edition features several new chapters, examples, and information on how social media and globalization are shaping PR. Cover Contents Preface PART I: Concept, Practitioners, Context, and Origins Chapter 1 Introduction to Contemporary Public Relations Attempts to Define Public Relations Defining Contemporary Public Relations Confusion with Marketing Parts of the Function Confusion of Terms Toward Recognition and Maturity Notes Study Guide Additional Sources Chapter 2 Practitioners of Public Relations Numbers and Distribution Salaries Work Assignments Roles What Roles Research Tells us Challenges Requirements For Success Notes Study Guide Additional Sources Chapter 3 Organizational Settings Origins Within Organizations Public Relations Starts with Top Management Role in Decision Making The Internal Department Working with other Departments The Outside Counseling Firm New Approaches Notes Study Guide Additional Sources Chapter 4 Historical Origins and Evolution Ancient Genesis American Beginnings: Born in Adversity and Change Evolution to Maturity Stages of Development Seedbed Era: 1900–1916 World War I Period: 1917–1918 Booming Twenties Era: 1919–1929 Roosevelt Era and World War II: 1930–1945 Postwar Boom: 1946–1964 Period of Protest and Empowerment: 1965–1985 Digital Age and Globalization: 1986–Present Notes Study Guide Additional Sources PART II: Foundations Chapter 5 Professionalism and Ethics Criteria of a Profession Professional Associations Specialized Educational Preparation Research and the Body of Knowledge Ethical Foundations of Professionalism Codes of Ethics Accountability: Licensing and Accreditation Winning Acceptance and Stature Toward a Promising Future Notes Study Guide Additional Sources Chapter 6 Legal Considerations What Is Law? The First Amendment Free Press and Media Relations Government Access and Public Affairs Corporate Expression Lobbying Employee and Labor Relations Public Companies and Investor Relations Protecting Public Relations Materials Reputation, Defamation and Privacy Litigation Public Relations Closing Thoughts Notes Study Guide Additional Sources Chapter 7 Theoretical Underpinnings: Adjustment and Adaptation The Ecological Approach Tracking the Trends A Systems Perspective Open and Closed Systems Goal States, Structure, and Process Cybernetics in Open Systems Open Systems Model of Public Relations Notes Study Guide Additional Sources Chapter 8 Communication Theories and Contexts Dissemination Versus Communication Elements of the Mass Communication Model Mass Communication Effects Public Opinion Contexts Orientation and Coorientation Notes Study Guide Additional Sources Chapter 9 Internal Relations and Employee Communication Importance of Internal Relations Cultural Contexts Regulatory and Business Contexts Communicating Internally Notes Study Guide Additional Sources Chapter 10 External Media and Media Relations Traditional Media, New Uses New Media, New Challenges and Opportunities Working with the Media Notes Study Guide Additional Sources PART III: Management Process Chapter 11 Step One: Defining Public Relations Problems Management Process Role of Research in Strategic Planning Research Attitude Listening as Systematic Research Defining Public Relations Problems Research Methods Informal or "Exploratory" Methods Formal Methods Notes Study Guide Additional Sources Chapter 12 Step Two: Planning and Programming Public Relations Goals Public Relations Planning Target Publics Program Objectives Strategies and Tactics The Public Relations Plan Planning for Program Implementation Summary Notes Study Guide Additional Sources Chapter 13 Step Three: Taking Action and Communicating The Action Program The Communication Program Message Content Message Delivery Barriers to Implementation Crisis Communication Implementation Summary Notes Study Guide Additional Sources Chapter 14 Step Four: Evaluating the Program The Push for Measurable Results Preparing for Evaluation Evaluation Research Process Evaluation Research Steps Levels of Program Evaluation Interpreting and Using Results of Evaluation Notes Study Guide Additional Sources PART IV: The Practice Chapter 15 Business and Industry Public Relations in Corporate Organizations Corporate Social Responsibility Corporations as Targets Business Misconduct Restoring Public Trust Globalization Notes Study Guide Additional Sources Chapter 16 Government and Politics The Goals of Public Affairs in Government Informing Constituents Ensuring Active Cooperation in Government Programs Fostering Citizen Participation and Support Serving as the Public's Advocate Electronic Government and Citizen Participation Managing Information Internally Facilitating Media Relations Building Community and Nation Barriers to Effective Government Public Affairs Government-Media Relations Notes Study Guide Additional Sources Chapter 17 Military Public Affairs Public Relations Is Public Affairs in the Military Unique Challenges in the Military Setting The Need for Transparency and Engagement Notes Study Guide Additional Sources Website Chapter 18 Nonprofits and Nongovernmental Organizations The Third Sector Role of Public Relations in Nonprofit Organizations Foundations Social Service Agencies Faith-Based and Other Nonprofit Organizations Nongovernmental Organizations Notes Study Guide Additional Sources Chapter 19 Health Care Practicing in the Era of Health Reform The Public Relations Difference in Health Care Supporting, Promoting, and Protecting the Brand Employee Communication in Health Care Integrated Communication Enhances Results Focusing Public Relations Efforts Blurring of Traditional and Social Media Proactively Managing and Mitigating Issues A Voice at the Leadership Table Notes Study Guide Additional Sources Chapter 20 Education Issues Impacting Education: Funding, Accountability, Choice The Role of Public Relations for Public Schools Issues Affecting Higher Education Public Relations Notes Study Guide Additional Sources Chapter 21 Associations and Unions Associations Labor Unions Notes Study Guide Additional Sources Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z