Efnisyfirlit

• Title Page
• Copyright Page
• Brief Contents
• Contents
• Foreword
• Preface
• About the Author
• Part I Evolution
  • Chapter 1 Defining Public Relations
    • Prominence of Public Relations
    • What Is Public Relations?
    • Influencing Public Opinion
    • A Question of Ethics Repping the Russian Lion
    • Management Interpreter
    • Public Interpreter
    • Public Relations Publics
    • FYI Interpreting a Sensitive, Gender Issue
    • Public Relations Functions
    • The Sin of “Spin”
    • What Manner of Man or Woman?
    • Last Word
    • Discussion Starters
    • Pick of the Literature Rethinking Reputation: How PR Trumps Advertising and Marketing in the New Med
    • Case Study The New CEO’s Trial by “Switchgate” Fire
    • From the Top an Interview with Harold Burson
    • Public Relations Bookshelf
  • Chapter 2 The History and Growth of Public Relations
    • Ancient Beginnings
    • Early American Experience
    • Later American Experience
    • FYI P. T. Barnum Redux
    • Ivy Lee: The Father of Public Relations
    • The Growth of Modern Public Relations
    • A Question of Ethics Burson Fumbles Facebook Flap
    • Public Relations Comes of Age
    • Public Relations Education
    • Last Word
    • Discussion Starters
    • Pick of the Literature A Century of Spin: How Public Relations Became the Cutting Edge of Corporate
    • Case Study Welcome to the NFL
    • From the Top an Interview with Edward L. Bernays
    • Public Relations Bookshelf
• Part II Preparation/Process
  • Chapter 3 Communication
    • Goals of Communication
    • Traditional Theories of Communication
    • Contemporary Theories of Communication
    • A Question of Ethics Irate Actor Takes to the Air
    • The Word
    • FYI Profizzle of Lexicizzle
    • Receiver’s Bias
    • Feedback
    • Last Word
    • Discussion Starters
    • Pick of the Literature The Power of Communication
    • Case Study Race Relations with That Soy Latte?
    • From the Top An Interview with Denise Hill
    • Public Relations Bookshelf
  • Chapter 4 Public Opinion
    • What Is Public Opinion?
    • What Are Attitudes?
    • How Are Attitudes Influenced?
    • Motivating Attitude Change
    • Power of Persuasion
    • Influencing Public Opinion
    • A Question of Ethics The Doctor Is Piqued
    • Polishing the Corporate Image
    • FYI Winning Reputation . . .
    • FYI. . . Losing Reputation
    • Managing Reputation
    • Last Word
    • Discussion Starters
    • Pick of the Literature The New York Times, nytimes.com, and The Wall Street Journal, wsj.com
    • Case Study The Tylenol Murders
    • From the Top An Interview with Ray Jordan
    • Public Relations Bookshelf
  • Chapter 5 Management
    • Public Relations Management Process
    • Reporting to Top Management
    • A Question of Ethics Deflated Standards
    • The Public Relations Plan: Conceptualizing
    • The Public Relations Plan: Creating
    • Activating the Public Relations Campaign
    • Setting Public Relations Objectives
    • FYI Disappearing Roots
    • Public Relations Budgeting
    • Public Relations Implementation
    • Public Relations Departments
    • Public Relations Agencies
    • Reputation Management
    • Where Are the Jobs?
    • What Does It Pay?
    • Women and Minorities
    • Last Word
    • Discussion Starters
    • Pick of the Literature Reputation Management: The Key to Successful PR and Corporate Communication,
    • Case Study Uber Success Brings Uber Public Relations Problems
    • From the Top An Interview with Peter Drucker
    • Public Relations Library
  • Chapter 6 Ethics
    • Ethical Issues Abound
    • Doing the Right Thing
    • Ethics in Business
    • A Question of Ethics Sorry for Your Loss but . . . . Nice Bag
    • Corporate Codes of Conduct
    • Corporate Social Responsibility
    • Ethics in Government
    • FYI Test Your Workplace Ethics
    • Ethics in Journalism
    • Ethics in Public Relations
    • Last Word
    • Discussion Starters
    • Pick of the Literature Ethics in Public Relations, 2nd Edition
    • Case Study Ethical Hammer Falls on Daddy Huxtable
    • From the Top An Interview with Howard J. Rubenstein
    • Public Relations Bookshelf
  • Chapter 7 The Law
    • An Uneasy Alliance
    • The First Amendment
    • Defamation Law
    • A Question of Ethics Whistleblower or Traitor?
    • Insider Trading Law
    • Disclosure Law
    • FYI Criminal Attorneys—Literally
    • Ethics Law
    • Copyright Law
    • Internet Law
    • Litigation Public Relations
    • Last Word
    • Discussion Starters
    • Pick of the Literature Advertising and Public Relations Law, 2nd Edition
    • Case Study Walmart’s Legal Crackup
    • From the Top An Interview with Robert Shapiro
    • Public Relations Bookshelf
  • Chapter 8 Research
    • Essential First Step
    • What Is Research?
    • Public Relations Research Principles
    • FYI Figures—and Faces—Lie
    • Public Relations Research Types
    • Public Relations Research Methods
    • A Question of Ethics Study: Diet Soda Sparks Weight Loss—Whaaaa?
    • Evaluation
    • Online Research
    • Last Word
    • Discussion Starters
    • Pick of the Literature Primer of Public Relations Research, 2nd Edition
    • Case Study Researching a Position for Alan Louis General
    • From the Top An Interview with Sandra Bauman
    • Public Relations Bookshelf
• Part III The Publics
  • Chapter 9 Media
    • Paid vs. Owned vs. Earned
    • Objectivity in the Media
    • A Question of Ethics Anchors Away
    • Print Media Hangs In
    • Electronic Media Leads
    • Online Media Competes But. . . .
    • Dealing with the Media
    • Attracting Publicity
    • Value of Publicity
    • FYI Confessions of a Media Maven
    • Pitching Publicity
    • Online Publicity
    • Handling Media Interviews
    • Outside the Lines Two-Minute Media Relations Drill
    • Last Word
    • Discussion Starters
    • Pick of the Literature On Deadline Managing Media Relations, 5th Edition
    • Case Study They’re Heeere!
    • From the Top An Interview with Al Neuharth
    • Public Relations Bookshelf
  • Chapter 10 Social Media
    • Brief History of the Net
    • Public Relations and the Net
    • Web Sites
    • E-mail
    • Blogs
    • FYI King Blogs; Subjects Cheer
    • Social Networks
    • A Question of Ethics Ain’t No Sunshine for Wikipedia Alteration
    • Online Communication Vehicles
    • The Online Dark Side
    • Last Word
    • Discussion Starters
    • Pick of the Literature Social Media and Public Relations
    • Case Study Don’t Mess with the Queen of Social Media
    • From the Top An Interview with Richard Edelman
    • Public Relations Bookshelf
  • Chapter 11 Employee Relations
    • A Critical Function
    • The Employee Public
    • Communicating “Trust”
    • A Question of Ethics How Not to “Cosi” Up to Employees
    • Credibility Holds Key
    • S-H-O-C the Troops
    • Internal Tool Kit
    • FYI Disney’s Credibility Correction
    • Internal Social Media
    • The Grapevine
    • Last Word
    • Discussion Starters
    • Pick of the Literature Strategic Internal Communication: How to Build Employee Engagement and Perfor
    • Case Study Sony Shoots the Messenger
    • From the Top An Interview with Jay Rayburn
    • Public Relations Bookshelf
  • Chapter 12 Government Relations
    • Don’t Call It “Public Relations”
    • Government Public Relations
    • A Question of Ethics Schock-ing the Downton Abbey Congressman
    • White House Press Secretary
    • Lobbying the Government
    • FYI Are Ya’ Havin’ a Laugh?
    • Political Action Committees
    • Rapid Response
    • Dealing with Local Government
    • Last Word
    • Discussion Starters
    • Pick of the Literature All the Presidents’ Spokesmen
    • Case Study Bridgegate
    • From the Top An Interview with Josh Earnest
    • Public Relations Bookshelf
  • Chapter 13 Community Relations
    • Multicultural Diversity
    • CSR—Corporate Social Responsibility
    • Community Relations Expectations
    • Community Relations Objectives
    • A Question of Ethics How NOT to Win Friends & Influence Communities
    • Serving Diverse Communities
    • Nonprofit Public Relations
    • FYI 13 Rules for Radicals
    • Last Word
    • Discussion Starters
    • Pick of the Literature Rules for Radicals: A Practical Primer for Realistic Radicals
    • Case Study Up Your Bucket for a Wonderful Cause
    • From the Top An Interview with Mike Paul
    • Public Relations Bookshelf
  • Chapter 14 International Consumer Relations
    • Worldwide Consumer Class
    • Consumer Relations Objectives
    • Consumer-Generated Media
    • Handling Consumer Complaints
    • The Consumer Movement
    • A Question of Ethics Targeting Plus-Sized Critics
    • Operating Around the Globe
    • Consumer Internet Activists
    • FYI Think Multilingual—or Else
    • Business Gets the Message
    • FYI Straighten Out Your English—or Else
    • Last Word
    • Discussion Starters
    • Pick of the Literature Business as Usual
    • Case Study Hiding “Under the Dome”
    • From the Top An Interview with Kathy Bloomgarden
    • Public Relations Bookshelf
• Part IV Execution
  • Chapter 15 Public Relations Writing
    • Writing for the Eye and the Ear
    • Fundamentals of Writing
    • FYI The Greatest Public Relations Writer of All Time
    • Flesch Readability Formula
    • Inverted Pyramid Simplicity
    • FYI Churchill’s Worst Nightmare
    • The News Release
    • News Release News Value
    • FYI Write the Release
    • News Release Content
    • News Release Essentials
    • A Question of Ethics No “Pardon” for Anti-Obama Facebook Poster
    • FYI 21st Century News Release 10 Taboo Terms
    • Internet Releases
    • Art of the Pitch
    • Writing for Listening
    • Importance of Editing
    • FYI Twitterspeak
    • Last Word
    • Discussion Starters
    • Pick of the Literature Public Relations Writing, 10th Edition
    • Case Study The Raina, Inc. News Release
    • From the Top An Interview with Hoa Loranger
    • Public Relations Bookshelf
  • Chapter 16 Integrated Marketing Communications
    • Public Relations vs. Marketing/Advertising
    • Product Publicity
    • Third-Party Endorsement
    • A Question of Ethics End of a Subway Super Spokesman
    • Native Advertising
    • Building a Brand
    • FYI World’s Top 10 Sports Team Brands
    • Traditional Integrated Marketing
    • 21st-Century Integrated Marketing
    • Infomercials
    • Buzz Marketing
    • You Name It
    • Last Word
    • Discussion Starters
    • Pick of the Literature Integrated Marketing Communication, 2nd Edition
    • Case Study Arrogant Alex Learns Humility—Finally
    • From the Top An Interview with Tadd Schwartz
    • Public Relations Bookshelf
  • Chapter 17 Crisis Management
    • Crisis Pervades Society
    • Issues Management
    • Risk Communication/Message Maps
    • A Question of Ethics Lion Killer, Qu’est-ce que c’est?
    • Signs of a Crisis
    • Planning for Crisis
    • Communicating in a Crisis
    • FYI When “No Comment” and “Comment” Are EquallyCatastrophic
    • Handling the Beast
    • Social Media Crisis Management
    • Last Word
    • Discussion Starters
    • Pick of the Literature Crisis Management in the New Strategy Landscape, 2nd Edition
    • Case Study The Rise and Fall and Rise of Queen Martha
    • From the Top An Interview with Sandra Macleod
    • Public Relations Bookshelf
  • Chapter 18 Launching a Career
    • Public Relations Rebounds
    • Getting a Jump
    • Organizing the Job Search
    • Organizing the Résumé
    • A Question of Ethics Hiding the Truth/Padding the Resume
    • Organizing the Job Interview
    • FYI Online Public Relations Job References
    • Ensuring Public Relations Success
    • FYI Don’t You Dare . . .
    • Last Word
    • Discussion Starters
    • Pick of the Literature Ready to Launch: The PR Couture Guide to Breaking into Fashion PR
    • From the Top Ultimate Word to the Wise (Student): An Interview with Bill Heyman
    • Public Relations Bookshelf
• Appendix A PRSA Member Code of Ethics 2000
• Appendix B PRIA Code of Ethics
• Index

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