Cutlip and Center's Effective Public Relations

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Rev. ed. of: Effective public relations / Scott M. Cutlip, Allen H. Center, Glen M. Broom. 9th ed. 2006. Cutlip and Center’s Effective Public Relations Cutlip and Center’s Effective Public Relations Brief Contents Contents Preface What’s New In the Eleventh Edition of Effective Public Relations EPR Through The Years What you will learn in EPR Contributors About The Authors Part I Concept, Practitioners, Context, and Origins Chapter 1 Introduction to Contemporary Public Relations Learning Outcomes Attempts to Define Public Relations Defining Contemporary Public Relations Confusion with Marketing Parts of the Function Employee Communication Publicity Advertising Press Agentry Public Affairs Lobbying Issues Management Crisis Management Investor Relations Development Confusion of Terms Toward Recognition and Maturity Study Guide Additional Sources Chapter 2 Practitioners of Public Relations Learning Outcomes Numbers And Distribution Geography Employers Gender Race and Ethnicity Education and Preparation Salaries Work Assignments Roles Communication Technician Expert Prescriber Communication Facilitator Problem-Solving Process Facilitator What Roles Research Tells US Technicians Versus Managers Environmental Influences Research and Information Gathering Challenges The Glass Ceiling, Broken? Gendered Pay Gap Diversity and Cultural Competence Professionalism Ethical Conduct Requirements For Success Study Guide Additional Sources Chapter 3 Organizational Settings Learning Outcomes Origins Within Organizations Establishing a Public Relations Department Retaining Outside Counsel Public Relations Starts with Top Management Role in Decision Making Line Versus Staff Management Participation in Management The Internal Department The Department’s Advantages The Department’s Disadvantages Department Titles Reporting Relationships Working with other Departments Marketing Legal Counsel Human Resources Information Technology Business Intelligence The Outside Counseling Firm Public Relations Firms Specialization Reasons for Retaining Outside Counsel Client–Firm Relationships Counselors’ Advantages Counselors’ Disadvantages Counseling Firm Costs New Approaches Study Guide Additional Sources Chapter 4 Historical Origins and Evolution Learning Objectives Ancient Genesis American Beginnings: Born in Adversity and Change Before the Revolution Pushing for Independence Promoting Growth and Change Press Agentry Origins Business Practices First Corporate Department Evolution to maturity Stages of Development Seedbed Era: 1900–1916 Early Firms The Publicity Bureau Smith & Walmer Parker & Lee Hamilton Wright Organization, Inc. Pendleton Dudley and Associates Thomas R. Shipp and Co. Early Pioneers Ivy Ledbetter Lee Theodore N. Vail Theodore Roosevelt Rex F. Harlow 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 Activist Leaders Rachel Carson Ralph Nader Saul Alinsky Dr. Martin Luther King Jr. Corporate Campaigns Digital Age and Globalization: 1986–Present Study Guide Additional Sources Part II Foundations Chapter 5 Professionalism and Ethics Learning Outcomes Criteria of a Profession Professional Associations International Professional Organizations International Association of Business Communicators (IABC) International Public Relations Association (IPRA) National Professional Organizations Public Relations Society of America (PRSA) Canadian Public Relations Society (CPRS) Chartered Institute of Public Relations (United Kingdom) (CIPR) Specialized, Regional, and Local Associations Student Organizations Specialized Educational Preparation Degree Programs Continuing Education Educational Resources Research and the Body of Knowledge Support for Research The Body of Knowledge Ethical Foundations of Professionalism Professional Ethics The Imperative of Trust Professional Privilege Social Responsibility Positives Negatives Codes of Ethics Accountability: Licensing and Accreditation Legal Considerations Accreditation Winning Acceptance and Stature Toward a Promising Future Study Guide Additional Sources Chapter 6 Legal Considerations Learning Outcomes What Is Law? The First Amendment Free Press and Media Relations Print Media Broadcast Media Cable Systems The Internet Government Access and Public Affairs Corporate Expression Commercial Speech Political Speech Lobbying Employee and Labor Relations Representative Elections Collective Bargaining Contract Law Internships Public Companies and Investor Relations Protecting Public Relations Materials Copyright Trademarks Reputation, Defamation and Privacy Libel Privacy Reputation in the Digital Age Litigation Public Relations Closing Thoughts Study Guide Additional Sources Chapter 7 Theoretical Underpinnings: Adjustment and Adaptation Learning Outcomes The Ecological Approach Tracking the Trends A Systems Perspective Environmental Change Pressures Subsystems and Suprasystems Organizations as Systems Open and Closed Systems Goal states, Structure, and Process Cybernetics in open Systems Applying Cybernetics to Social Systems Reactive Versus Proactive Open Systems Model of Public Relations Study Guide Additional Sources Chapter 8 Communication Theoriesand Contexts Learning Outcomes Dissemination Versus Communication Elements of the Mass Communication Model Senders Message Medium or Channel Receivers Relationship Contexts Social Environment Mass Communication Effects Creating Perceptions of the World Around Us Setting and Building the Agenda Diffusing Information and Innovation Defining Social Support Public Opinion Contexts Definition of Public Opinion Dimensions of Public Opinion Orientation and Coorientation Orientation Coorientation Coorientational Consensus Coorientational Relationships Study Guide Additional Sources Chapter 9 Internal Relations and Employee Communication Learning Outcomes Importance of Internal Relations Cultural Contexts Dimensions of Culture Applying Systems Theory to Internal Relations Authoritarian Organizational Culture Participative Organizational Culture Regulatory and Business Contexts Safety and Compliance Labor Relations Organizational Change: Mergers, Acquisitions, and Layoffs Communicating Internally Acculturating Employees Vision Statements Mission Statements Policy Documents Ethics Statements Training Materials Informing Employees Using Nonmediated Communication The “Grapevine” Meetings, Teleconferences, and Videoconferences Informing Employees Using Mediated Communication Employee Publications Inserts and Enclosures Published Speeches, Position Papers, and Backgrounders Bulletin Boards Intranets Hotlines Email New MEDIA Listening to Employees Connecting Employees Study Guide Additional Sources Chapter 10 External Media and Media Relations Learning Outcomes Traditional Media, New Uses Newspapers Wire Services and News Syndicates Magazines Radio Television Cable and Satellite Television New Media, New Challenges and Opportunities Staying Abreast of Changing Technology Recognizing the Global Transparency Imperative Dealing with Media Convergence and New Media Players Representing Organizations in the Social Media Working with the Media The Person in the Middle Guidelines for Good Media Relations Working with the Media Working with International Media Study Guide Additional Sources Part III Management Process Chapter 11 Step One: Defining Public Relations Problems Learning Outcomes Management Process Role of Research In Strategic Planning Research Attitude Listening As Systematic Research Defining Public Relations Problems Problem Statement Situation Analysis Internal Factors External Factors Swot Analysis Research Methods Informal or “Exploratory” Methods Personal Contact and Observation Key Informants Focus Groups Community Forums Advisory Committees and Boards Ombudsman or Ombuds Officer Call-In Telephone Lines Mail and Email Analyses Social Media and Other Online Sources Field Reports Formal Methods Secondary Analysis and Online Databases Content Analysis Surveys Mailed Surveys In-Person Surveys Telephone Surveys Online Surveys Cross-Sectional vs. Trend and Panel Surveys Study Guide Additional Sources Chapter 12 Step Two: Planning and Programming Learning Outcomes Public Relations Goals Public Relations Planning Excuses for Not Planning Role of Working Theory Target Publics Publics Across Situations Publics Specific to Situations Approaches to Defining Publics Program Objectives Management by Objectives Writing Program Objectives Objectives in Practice Strategies and tactics Action and Communication Strategies Action as an Open Systems Response Action Before Communication The Public Relations Plan Plan Components Budgeting Pretesting Program Elements Getting Buy-In for the Plan Planning for Program Implementation Writing Planning Scenarios Anticipating Disasters and Crises Establishing an Information Center Summary Study Guide Additional Sources Chapter 13 Step Three: Taking Actionand Communicating Learning Outcomes The Action Program Acting Responsively and Responsibly Coordinating Action and Communication The Communication Program Message Content Crafting the Message Compliance-Gaining Strategies Power and Fear Appeals One-Sided and Two-Sided Arguments Framing the Message Coorientation and Framing Framing for News Media Priming for Effective Framing More Framing Tips Encoding and Decoding the Message Semantics Symbols Stereotypes Finding Commonalities Message Delivery Disseminating Messages Selecting Delivery Channels Sources of Influence Opinion Leaders Using Special Events Adapting to New Media Barriers To Implementation Audience Obstacles Speaker Obstacles Subject and Purpose Obstacles Diffusion Obstacles Crisis Communication Implementation Summary Study Guide Additional Sources Chapter 14 Step Four: Evaluating the Program Learning Outcomes The Push For Measurable Results Preparing For Evaluation Evaluation Research Process Evaluation Research Steps Levels of Program Evaluation Preparation Criteria and Methods Information Base Program Content Presentation Quality Implementation Criteria and Methods Distribution Placement Potential Audience Attentive Audience Impact Criteria and Methods Knowledge Gain Opinion Change Attitude Change Behavior Change Repeated Behavior Goal Achieved Social and Cultural Change Interpreting and Using Results of Evaluation Study Guide Additional Sources Part IV The Practice Chapter 15 Business and Industry Learning Outcomes Public Relations In Corporate Organizations Corporate Social Responsibility Corporations As Targets Business Misconduct Restoring Public Trust Globalization Study Guide Additional Sources Chapter 16 Government and Politics Learning Outcomes The Goals of Public Affairs In Government Informing Constituents U.S. Department of State International Broadcasting 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 U.S. Programs Other Nations Barriers to Effective Government Public Affairs Questionable Credibility Public Apathy Legislative Hostility Government–Media Relations Media Access to Government Government Dependence on Media Media Reporting of Government Study Guide Additional Sources Chapter 17 Military Public Affairs Learning Outcomes Public Relations is Public Affairs in the Military Unique Challenges in the Military Setting The Need for Transparency and Engagement Professionalization of Military Public Affairs Study Guide Additional Sources Websites Chapter 18 Nonprofits and Nongovernmental Organizations Learning Outcomes The Third Sector Defining Nonprofit Organizations Volunteerism and Philanthropy Changing Environment Role of Public Relations In Nonprofit Organizations Foundations Social Service Agencies Faith-Based and Other Nonprofit Organizations Nongovernmental Organizations Study Guide Additional Sources Chapter 19 Health Care Learning Outcomes Practicing in the Era of Health Reform The Public Relations Difference in Health Care Protecting Patient Privacy Dealing with Complexity 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 Study Guide Additional Resources Chapter 20 Education Learning Outcomes Issues Impacting Education: Funding, Accountability, Choice “It’s the Economy, Stupid” Outcomes and Choice The Role of Public Relations for Public Schools Issues Affecting Higher Education Public Relations Study Guide Additional Sources Chapter 21 Associations and Unions Learning Outcomes Associations Types of Associations Reach of Associations The Problem of Serving Many Masters Growing Importance of Public Relations Labor Unions The Problem of Strikes The Challenge for Labor The Role of Public Relations 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 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