Efnisyfirlit

• Cover
• Half Title
• Endorsements
• Title Page
• Copyright Page
• Brief Contents
• Contents
• Preface
• About the Author
• Cases and Examples
• Introduction
  • Structure of This Book
  • Organizational Process
  • Strategic Communication
  • Integrated Communication
    • Merging Communication Functions
    • Controversy about Integrated Communication
    • Persuasion and Dialogue
  • Strategic Public Relations
    • Public Relations in the Public Interest
  • Advertising
  • PESO (Paid, Earned, Shared, and Owned Media)
    • Paid Media
    • Earned Media
    • Shared Media
    • Owned Media
    • Blending Categories
  • Step-by-Step Planning
    • Phase One: Formative Research
    • Phase Two: Strategy
    • Phase Three: Tactics
    • Phase Four: Evaluative Research
  • Effective Creativity
    • Roadmap to Success
• Phase One FORMATIVE RESEARCH
  • Step 1 Analyzing the Situation
    • Public Relations Situation
    • Learning from Research
      • Best Practice
    • Finding Consensus
      • Communicating with Clients
    • Issues Management
    • Risk Management
    • Crisis Management
      • Crisis Support
    • Reputation Management
    • Ethics in Public Relations
      • Ethical Shortcomings
    • What’s Next?
    • Planning Example 1: Analyzing the Situation
    • Checklist 1: Public Relations Situation
    • Consensus Check
  • Step 2 Analyzing the Organization
    • Structure of Organizations
      • Mission, Vision, Values
      • Communication Audit
    • Situation Analysis
    • Internal Environment
    • Public Perception
      • Promoting Perception
    • External Environment
    • What’s Next?
    • Planning Example 2: Analyzing the Organization
    • Checklist 2A: Internal Environment
    • Checklist 2B: Public Perception
    • Checklist 2C: External Environment
    • Consensus Check
  • Step 3 Analyzing the Publics
    • Public
      • Public, Market, Audience, Stakeholder
      • Interrelationships
      • Characteristics of Publics
      • Categories of Publics
      • Alternative Typologies
    • Intercessory Public
    • Opinion Leader
      • Vocal Activist
    • Research on Influencers
    • Key Public
    • Planning Example 3A: Identifying Publics
    • Checklist 3A: Publics
    • Analyzing Key Publics
      • Stage of Development
      • Characteristics of Publics
    • Stereotype
      • Italian American Stereotype
      • Asian American Stereotype
      • LGBTQ Stereotype
    • Cultural Context
    • Face Saving
    • Rethinking Your Publics
    • Benefit Statement
    • What’s Next?
    • Planning Example 3B: Analyzing Key Publics
    • Checklist 3B: Key Publics
    • Consensus Check
• Phase Two STRATEGY
  • Step 4 Setting Goals and Objectives
    • Positioning
      • Research for Positioning
      • Ethics of Positioning
    • Goal
    • Objective
      • Elements of Objectives
      • Hierarchy of Objectives
      • Developing Objectives
      • Writing Objectives
    • What’s Next?
    • Planning Example 4: Setting Goals and Objectives
    • Checklist 4: Goals and Objectives
    • Consensus Check
  • Step 5 Creating Action and Response Strategies
    • Action Strategy
    • Proactive Strategy 1: Action
      • Organizational Performance
      • Audience Engagement
      • Special Event
      • Alliance, Coalition, Partnership
      • Sponsorship
      • Strategic Philanthropy
      • Corporate Social Responsibility
      • Volunteerism
      • Activism
    • Proactive Strategy 2: Communication
      • Publicity
      • Newsworthy Information
      • Generating News
      • News Peg
      • Transparent Communication
      • Transparency about Public Health
    • Media Theory and Public Relations
      • Theory and News Media
      • Theory for Strategic Communication
    • Reactive Public Relations Strategy
    • Reactive Strategy 1: Pre-emptive Action
      • Prebuttal
    • Reactive Strategy 2: Offensive Response
      • Attack
      • Embarrassment
      • Shock
      • Threat
      • Doubledown
    • Reactive Strategy 3: Defensive Response
      • Denial
      • Excuse
      • Justification
      • Strategic Reversal
    • Reactive Strategy 4: Diversionary Response
      • Concession
      • Ingratiation
      • Disassociation
      • Relabeling
    • Reactive Strategy 5: Vocal Commiseration
      • Concern
      • Condolence
      • Regret
      • Apology
    • Reactive Strategy 6: Rectifying Behavior
      • Investigation
      • Corrective Action
      • Restitution
      • Repentance
    • Reactive Strategy 7: Deliberate Inaction
      • Strategic Silence
      • Strategic Ambiguity
      • Strategic Inaction
    • Weighing Options
    • What’s Next?
    • Planning Example 5: Action and Response Strategies
    • Checklist 5: Action and Response Strategies
    • Consensus Check
  • Step 6 Developing the Message Strategy
    • Communication Process
    • Information: Flow of Communication
      • Persuasion: Attempt to Influence
      • Dialogue: Quest for Understanding
    • Rhetorical Tradition of Persuasive Communication
    • Ethos: Message Source
      • Credibility: Power to Inspire
      • Charisma: Power of Personal Charm
      • Control: Power of Command
    • Organizational Spokespeople
      • Celebrity Spokesperson
      • Company Spokesperson
      • Spokespeople and Ethics
    • Planning Example 6A: Selecting Message Source
    • Checklist 6A: Message Source
    • Logos: Appeal to Reason
      • Verbal Evidence
      • Visual Supporting Evidence
      • Errors of Logic
      • Statistics
    • Pathos: Appeal to Sentiment
      • Positive Emotional Appeal
      • Negative Emotional Appeal
    • Planning Example 6B: Determining Message Appeal
    • Checklist 6B: Message Appeal
    • Verbal Communication
      • Message Structure
      • Message Content
    • Nonverbal Communication
      • Kinesics (Body Language)
      • Oculesics (Eye Contact)
      • Proxemics (Social Space)
      • Haptics (Touching)
      • Vocalics (Language Cues)
      • Chronemics (Timing)
    • Visual and Aural Communication
      • Symbol
      • Logo
      • Physical Artifact
      • Clothing
      • People
      • Mascot
      • Color
      • Music
      • Language
    • Planning Example 6C: Verbal and Nonverbal Communication
    • Checklist 6C: Verbal and Nonverbal Communication
    • Consensus Check
    • Branding the Strategic Message
      • Language of Branding
      • Lessons about Branding
    • What’s Next?
• Phase Three TACTICS
  • Step 7 Selecting Communication Tactics
    • Conventional Communication Tactics
    • Strategic Communication Tactics
    • Interpersonal Tactics
      • Strategy for Interpersonal Communication
      • Personal Involvement
      • Information Exchange
      • Special Event
      • Planning Special Events
    • Planning Example 7A: Selecting Interpersonal Tactics
    • Checklist 7A: Interpersonal Tactics
    • Owned Media Tactics
      • Strategy for Owned Media
      • Electronic Media
      • Digital Media
      • Print or Online Publication
      • Direct Mail
    • Planning Example 7B: Selecting Owned Media Tactics
    • Checklist 7B: Owned Media Tactics
    • Shared Media Tactics
    • Planning Example 7C: Selecting Shared Media Tactics
    • Checklist 7C: Shared Media Tactics
    • Earned Media Tactics
      • Strategy for Earned Media
      • Television
      • Radio
      • News Blog
      • Newspaper
      • Magazine
    • Public Relations and Earned Media
      • Direct News Subsidy
      • Indirect News Subsidy
      • Opinion Subsidy
      • Interactive Media Engagement
      • Studio Interview
    • Planning Example 7D: Selecting Earned Media Tactics
    • Checklist 7D: Earned Media Tactics
    • Paid Media
      • Strategy for Paid Media
      • Print Advertising
      • Electronic Media Advertising
      • Out-of-Home Advertising
      • Promotional Items
    • What’s Next?
    • Planning Example 7E: Selecting Paid Media Tactics
    • Checklist 7E: Paid Media Tactics
  • Step 8 Implementing the Strategic Plan
    • Packaging Communication Tactics
      • Thinking Creatively
      • Putting the Program Together
      • Planning Example 8A: Packaging Communication Tactics
    • Checklist 8A: Communication Tactics
    • Campaign Plan Book
    • Campaign Schedule
      • Frequency of Tactics
      • Timeline of Tasks
    • Campaign Budget
      • Budget Items
      • Approaches to Budgeting
      • Fixed Budget
      • Variable Budget
      • Full-Cost Budgeting
      • Optimal Success
    • What’s Next?
    • Planning Example 8B: Implementing the Strategic Plan
    • Checklist 8B: Strategic Plan
    • Consensus Check
• Phase Four EVALUATIVE RESEARCH
  • Step 9 Evaluating the Strategic Plan
    • What to Evaluate
      • Design Questions
      • Evaluation Criteria
    • When to Evaluate
      • Approaches to Research Design
      • Factors in Evaluation Design
    • How to Evaluate
      • Judgmental Assessment
      • Communication Output
      • Evaluating Awareness Objectives
      • Evaluating Acceptance Objectives
      • Evaluating Action Objectives
    • Data Analysis
    • Ultimate Evaluation: Value-Added Public Relations
      • Public Relations Metrics
      • Barcelona Declaration 2.0
    • What’s Next?
    • Planning Example 9: Evaluating the Strategic Plan
    • Checklist 9: Evaluation Plan
• Appendix A Applied Research
  • Research Topics
  • Do-It-Yourself Research
  • Research Ethics
    • Ethical Treatment of People
  • Sampling
    • Nonprobability Sampling
    • Probability Sampling
    • Sampling Error and Size
  • Secondary Research
    • Secondary Information Sources
• Appendix B Interviewing
  • Interview Questions
  • Listening Skill
• Appendix C Applied Research: Focus Group
  • Focus Group Process
  • Conducting a Focus Group
• Appendix D Applied Research: Survey
  • Survey Administration
  • Response Rate
  • Conducting a Survey
  • Questionnaire
    • General Tips for Questionnaire
    • Writing Impartially
    • Information Items
    • Opinion Items
    • Action Items
    • Demographic Items
  • Types of Responses
    • Multiple Choice
    • Checklist
    • Forced Choice
    • Rating Scale
• Appendix E Applied Research: Content Analysis
  • Using Content Analysis
    • Using with Other Methodologies
    • Pros and Cons of Content Analysis
  • Conducting a Content Analysis
• Appendix F Media Engagement
  • Reputation
    • Reputation and Performance
    • Reputation as a Strategic Tool
    • Reputation Management
    • Reputation and News Media
    • Reputation as a Participant Activity
    • Headlines and Bottom Lines
  • Media Relations
    • Media Relations … from the Media Side
    • Media Relations … from the Organization Side
    • Media Relations … from Both Sides
    • Reputational Bumps and Bruises
    • Points for Consideration
  • Credibility
    • Interview Setting
    • If You Are Asked for an Interview
    • Dress for Interview Success
    • Interview Posture
    • Interview Planning
    • Preparing for an Interview
    • Be-Attitudes for Interview Success
    • Interview Attitude
    • Communicating during an Interview
    • Problem Interviews
    • After an Interview
• Appendix G Crisis Communication
  • Types of Crises
  • Sudden versus Smoldering Crises
  • Crisis Strategy
  • Crisis Messaging
  • Preparing for Crises
• Appendix H The PR 200
  • What Every Public Relations Practitioner Should Know
    • Strategic Communication
    • Publics
    • Campaign Development and Implementation
    • Theories and Concepts of Public Relations
    • Public Relations Research
    • Proactive Strategy for Public Relations
    • Reactive Strategy for Public Relations
    • Elements of Message Strategy
    • Public Relations Tactics
    • Public Relations Cases
• Glossary
• Citations and Recommended Readings
• Index

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