Communication, Film & Theatre

Public Relations: Managing Competition and Conflict is an introductory textbook that provides students, in easy-to-understand terms, with the latest theories and practices as it explores the role of competition and conflict in today’s modern public relations practice.

 

This text takes a brief, conflict-based approach, combining the insights of public relations experts Dennis Wilcox and Glen Cameron with the fresh voices of two of the fastest rising stars of public relations education Bryan Reber and Jae-Hwa Shin. Using up-to-date real world examples, checklists, and summaries to explore the role of competition and conflict, this book provide a whole new departure from other introductory texts.

 

Public Relations: Managing Competition and Conflict is based on the idea that public relations is the management of competition and conflict on behalf of one’s client or organization and, if at all possible, the interests of the public that impact the organization. As such, the authors take an assertive approach, providing vigorous examples from the “real-world” of public relations that lend excitement to the profession for students. This text successfully merges theory and practice into a refreshing, easy-to-understand approach that will help students learn the basics of effective public relations practice.

• Topical and timely casebooks from current events make examples accessible and relevant to students.  Examples include the Dixie Chicks and their image (Ch. 1),  the Bush Administration and Hurricane Katrina (Ch. 6),  Wal-Mart’s efforts to improve reputation (Ch. 6),  American Idol shows (Ch. 7) America’s image abroad (Ch. 10),  Mel Gibson’s arrest for DUI and anti-Semite remarks (Ch. 11),  Viral marketing and creating buzz (Ch. 11), the food industry battles junk food (Ch. 12),  Duke University and its Lacrosse team scandal (Ch. 12), boycott of the DaVinci Code movie (Ch. 12)
• “Insight boxes” with how-to information and checklists help students master the practical tactics of actually doing public relations work. “How to” information on such items as (l) writing a news release, (2) preparing an Internet-ready news release, (3) pitching stories via e-mail, (4) selecting media channels for distribution, (5) creating newsletters and brochures, (6) writing and giving speeches, (7) writing radio scripts,  (8) placing a client on a television talk show, and (9) blogs, iPods, and Wikis (Ch. 9).
• Emphasis on ethics and professional standards through open-ended ethics boxes provide real-life ethical situations that encourage students to discuss various ethical aspects and draw their own conclusions.  Actual situations such as paying journalists in Iraq to write favorable stories (Ch. 2), the use of front groups (Ch. 2),  when to resign from an account (Ch. 4),  the ethics of issuing misleading news releases (Ch. 5),  Disclosing the sponsor of a celebrity on a TV talk show (Ch. 9),  Paying foreign journalists for coverage (Ch. 10),  Procter & Gamble facing boycott for supporting gay rights (Ch. 11),  and the ethics of  the U.S. government paying journalists/pundits to promote No Child Left Behind act (Ch. 12) 
• Review materials at the end of every chapter reinforce principles and information using key points summaries, review questions, and suggested readings.
• Case activity projects pose a practical, real-world case problem for students to discuss and come up with a solution, developing students’ critical thinking and problem-solving capabilities.
• Charts and figures illustrate and explain complex concepts.
• Global boxes broaden student perspective by showing relations activities and campaigns on a global scale. Some examples are:  censorship of  Yahoo, Google, and Microsoft in China (Ch. 6),  Breast cancer awareness campaign in Pakistan (Ch. 7),  The PR war between Israel and the Palestinians (Ch. 10),  the Beijing Olympics in 2008 (Ch. 11),  and the global introduction of the $20 bill  (Ch. 12)  
• Text includes material on public affairs, government relations, lobbying, health campaigns, risk communications, international, tourism and entertainment (plus sports) that are not often discussed in depth in other intro textbooks, helping students become aware of different sectors of public relations and its current direction.

Preface

 

 

Chapter 1: What Is Public Relations

 

The Challenge of Public Relations

Global Scope

A Variety of Definitions

Public Relations as a Process

The Components of Public Relations

How Public Relations Differs from Journalism

Scope

Objectives

Audiences

Channels

How Public Relations Differs from Advertising

How Public Relations Differs from Marketing

How Public Relations Supports Marketing

Toward an Integrated Perspective: Strategic Communication

Careers in Public Relations

A Changing Focus in Public Relations

The Range of Public Relations Work

Personal Qualifications and Attitudes

Five Essential Abilities

The Value of Internships

Salaries in Public Relations

Entry-Level Salaries

Salaries of Experienced Professionals

Salaries of Women: The Gender Gap

The Value of Public Relations

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 2: Managing Competition and Conflict

 

A New Way of Thinking

The Role of Public Relations in Managing Conflict

It Depends: A System for Managing Conflict

It Depends: Two Basic Principles

A Matrix of Contingency Factors

The Contingency Continuum

The Conflict Management Life Cycle

Proactive Phase

Strategic Phase

Reactive Phase

Recovery Phase

Managing the Life Cycle

Issues Management

Strategic Positioning and Risk Communication

Crisis Management

Reputation Management

Déjà Vu — All Over Again

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings       

 

 

Chapter 3: Public Relations: A Historical Perspective

 

A Brief History of Public Relations

Ancient Beginnings

Public Relations in Colonial America

The Age of the Press Agent

Settling the American West

The Rise of Politics and Activism

The Beginnings of Corporate Public Relations

Modern Public Relations Comes of Age

Public Relations Expands in Postwar America

Evolving Practice and Philosophy

Trends in Today’s Practice of Public Relations

Feminization of the Field

The Search for Diversity

Other Major Trends

A Growing Professional Practice

The Public Relations Society of America

The International Association of Business Communicators

The International Public Relations Association

Other Groups

Professionalism, Licensing, and Accreditation

Professionalism

Licensing

Accreditation

A Changing Profession

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 4: Today’s Practice: Departments and Firms

 

Public Relations Departments

Role in Various Organizational Structures

Names of Departments

Organization of Departments

Line and Staff Functions

Sources of Friction

The Trend Toward Outsourcing

Public Relations Firms

Services They Provide

Global Reach

The Rise of Communication Conglomerates

Structure of a Counseling Firm

Pros and Cons of Using a Public Relations Firm

Fees and Charges

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 5: The Public Relations Process

 

Research: The First Step

Defining the Research Role

Using Research

Research Techniques

Scientific Sampling

Reaching Respondents

Planning: The Second Step

Approaches to Planning

The Eight Elements of a Program Plan

Communication: The Third Step

The Goals of Communication

Receiving the Message

Paying Attention to the Message

Understanding the Message

Believing the Message

Remembering the Message

Acting on the Message

Evaluation: The Fourth Step

Objectives: A Prerequisite

Current Status of Measurement

Measurement of Production

Measurement of Message Exposure

Measurement of Audience Awareness

Measurement of Audience Attitudes

Measurement of Audience Action

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 6: Public Opinion and Persuasion

 

What Is Public Opinion?

The “Public” Embedded in Public Opinion

Opinion Leaders as Catalysts

Types of Leaders

The Flow of Opinion

The Role of Mass Media

Agenda Setting

Framing

Crucial Role of Conflict in Public Discourse

Persuasion: Pervasive in Our Profession

The Dominant View of Public Relations

The Uses of Persuasion

Persuasion and Negotiation

Factors in Persuasive Communication

Audience Analysis

Appeals to Self-Interest

Audience Participation

Suggestions for Action

Source Credibility

Clarity of Message

Content and Structure of Messages

Channels

Timing and Content

Reinforcement

Limitations of Persuasion

Lack of Message Penetration

Competing or Conflicting Messages

Self-Selection

Self-Perception

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 7: Ethics and the Law

 

What Are Ethics?

The Ethical Advocate

The Role of Professional Organizations

Professional Codes of Conduct

Ethics in Individual Practice

Ethical Dealings with the News Media

Gifts

Public Relations and the Law

Sampling of Legal Problems

Defamation

Avoiding Libel Suits

Fair Comment Defense

Protecting Employee Privacy

Employee Newsletters

Photo Releases

Product Publicity and Advertising

Media Inquiries about Employees

Copyright Law

Fair Use versus Infringement

Photography and Artwork

The Rights of Freelance Writers

Copyright Issues on the Internet

Copyright Guidelines

Trademark Law

Protection of Trademarks

Problem of Trademark Infringement

Misappropriation of Personality

Regulations by Government Agencies

Federal Trade Commission (FTC)

Securities and Exchange Commission (SEC)

Other Regulatory Agencies

Corporate/Employee Free Speech

Employee Free Speech

Liability for Special Events

Plant Tours and Open Houses

Promotional Events

Working with Lawyers

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 8: Reaching the Audience

 

Nature of the Public Relations Audience

Target Markets and Other Emerging Audiences

Seniors

Youth

Ethnic Audiences

Global Audiences

Other Emerging Audiences

Audience Characteristics

Matching the Audience with the Media

Print Media

Newspapers

Books

The Spoken and Visual Media

Radio

Television

Sponsored Films and Videotapes

Online Media

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 9: Tech Tools and Trends

 

The Communications Explosion

The Computer

The Internet

Internet and Public Relations

Key Aspects of the Internet

Internet Problems

Other Computer Applications

Dictation and Voice Generation

Expert Systems

Public Relations Management Tools

Processing of News Releases

E-Mail

Desktop Publishing

Mailing Lists

Online Conferences

Graphics, Design, and Photography

Fax Transmission

Satellite Transmissions

News Release Delivery

Video and Audio News Release Distribution

Teleconferencing

Webconferencing

Satellite Media Tours

Other Tools

Cell Phones

Personal Digital Assistants

Memory: The CD-R/RW, DVD, and Flash Memory

Blogs, Moblogs, and Vlogs

A Peek at Future Technologies

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 10: Public Relations Tactics

 

The News Release

Planning a News Release

The Format of a News Release

The Content of a News Release

Publicity Photos

Media Advisories and Fact Sheets

Media Kits

Pitch Letters

Newsletters and Magazines

Electronic Newsletters

E-zines on Intranets

Brochures

Reach of Radio and Television

Radio

Audio News Releases

Radio Public Service Announcements

Radio Media Tours

Television

Video News Releases

Satellite Media Tours

Personal Appearances

Talk Shows

Magazine Shows

Booking a Guest

Product Placements

Issues Placement

Other Forms of Placement

The World Wide Web

Podcasts

Weblogs

Media Interviews

Purpose and Objective

Print Differs from Broadcast

Know When to Say No

The Print Interview

Radio and Television Interviews

News Conferences

Planning and Conducting a News Conference

Preparing the Location

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 11: Global Public Relations

 

What Is Global Public Relations?

International Corporate Public Relations

The New Age of Global Marketing

Language and Cultural Differences

Representing Foreign Business in the United States

Representing U.S. Corporations in Other Nations

International Government Public Relations

Influencing Other Nations

U.S. Firms Working for Foreign Governments

The Rise of NGOs

Public Relations Development in Other Nations

Opportunities in International Work

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 12: Business, Entertainment, and Tourism

 

Today’s Modern Corporation

The Role of Public Relations

Media Relations

Customer Relations

Reaching Diverse Markets

Consumer Activism

Consumer Boycotts

Employee Relations

Layoffs and Outsourcing

Minorities in the Workforce

Investor Relations

Marketing Communications

Product Publicity

Cause-Related Marketing

Corporate Sponsorship

Environmental Relations

Corporate Philanthropy

The Entertainment Industry

The Practitioner’s Responsibility

Ethical Problems for Publicists

Conducting a Personality Campaign

Interview the Client

Prepare a Biography

Plan a Marketing Strategy

Conduct the Campaign

Record the Result

Promoting an Event

Publicity to Stimulate Ticket Sales

The “Drip-Drip-Drip” Technique

A Look at the Film Industry

Travel Promotion

Phases of Travel Promotion

Fear of Terrorism

Travel Business on the Internet

Appeals to Target Audiences

Times of Crisis

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

 

 

Chapter 13: Nonprofit, Education, and Government

 

The Role of Public Relations for Nonprofit, Education, and Government Organizations

Basic Purposes and Functions of Nonprofit, Education, and Government Public

Relations

Competition, Conflict, and Cooperation in Nonprofit, Education, and Government

Organizations

Membership Organizations

Professional Associations

Trade Groups

Labor Unions

Chambers of Commerce

Advocacy Groups

Activist Groups

Social Issue Organizations

Public Relations Strategies and Tactics

Social Service Organizations

Philanthropic Foundations

Cultural Organizations

Religious Organizations

Public Relations Strategies and Tactics

Fund-Raising

Health Groups

Hospitals

Health Agencies

Health Campaigns

Educational Organizations

Colleges and Universities

Serving their Publics

Government Organizations

Federal Government

State Government

Local Government

Public Affairs in Government

Government Relations

Lobbying

Election Campaigns

Summary

Case Activity: What Would You Do?

Questions for Review and Discussion

Selected Readings

Introduction to Public Relations  (Mass Communication / Public Relations / Film)

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Public Relations: Managing Competition and Conflict

Glen T. Cameron, University of Missouri

Dennis L. Wilcox, San Jose State University

Bryan H. Reber, University of Georgia

Jae-Hwa Shin, University of Southern Mississippi

 

Public Relations: Managing Competition and Conflict is an introductory textbook that provides students with the latest theories and practices as it explores the role of competition and conflict in today’s modern public relations practice.  This text takes a brief, problem-solving approach, combining the insights of public relations experts Glen Cameron and Dennis Wilcox with the fresh voices of two of the fastest rising stars of public relations education, Bryan Reber and Jae-Hwa Shin.

 

Features:

• Topical and timely casebooks make current public relations events understandable and relevant to students.  Examples include the Dixie Chicks and their image (Ch. 1), the Bush administration and Hurricane Katrina (Ch. 6), and Wal-Mart’s efforts to improve its reputation (Ch. 6). Case activity projects in each chapter pose practical, real-world case problems that require students to discuss and generate a solution, developing students’ critical thinking and problem-solving capabilities.
• “Global” boxes broaden students’ perspectives by showing public relations activities and campaigns on a global scale.  Examples such as the censorship of Yahoo, Google, and Microsoft in China (Ch. 6), the breast cancer awareness campaign in Pakistan (Ch. 7), and the PR war between Israel and the Palestinians underscore the international and intercultural implications of public relations (Ch. 10).
• “Ethics” boxes provide real-life ethical situations that encourage students to discuss various ethical aspects of the profession and draw their own conclusions.  These features focus on actual situations such as paying journalists in Iraq to write favorable stories (Ch. 2), when to resign from an account (Ch. 4), and the ethics of issuing misleading news releases (Ch. 5). 
• “Insight” boxes with how-to information and checklists help students master the practical tactics of the field, including how to write a news release (Ch. 1), pitch a story via e-mail (Ch. 3), and select media channels for distribution. (Ch. 4)

 

From a reviewer:

 

“What I like about this text is the simplicity and naturalness of the organization and… the approach the authors take.” — Lloyd Chiasson, Jr., Nicholls State University

Exam Copy for Public Relations Today: Managing Competition and Conflict
Cameron, Wilcox, Reber & Shin
©2008 | Allyn & Bacon | Paper; 480 pp | Instock
ISBN-10: 0205522505 | ISBN-13: 9780205522507

Instructor's Manual and Test Bank for Public Relations Today: Managing Competition and Conflict
Cameron, Wilcox, Reber & Shin
©2008 | Allyn & Bacon | Paper; 196 pp | Instock
ISBN-10: 0205597637 | ISBN-13: 9780205597635
  View Downloadable Files

PowerPoint Presentation for Public Relations Today: Managing Competition and Conflict
Cameron, Wilcox, Reber & Shin
©2008 | Allyn & Bacon | On-line Supplement | Instock
ISBN-10: 0205597629 | ISBN-13: 9780205597628
  View Downloadable Files

TestGen Computerized Test Bank for Public Relations Today: Managing Competition and Conflict
Cameron, Wilcox, Reber & Shin
©2008 | Allyn & Bacon | CD-ROM Only | Instock
ISBN-10: 0205518613 | ISBN-13: 9780205518616
  View Downloadable Files

Allyn & Bacon Digital Media Archive for Communication, Version 3.0, 3/E
Allyn & Bacon
©2005 | Allyn & Bacon | CD-ROM Only; 32 pp | Instock
ISBN-10: 0205437095 | ISBN-13: 9780205437092

InterWrite PRS RF (Personal Response System)
InterWrite PRS & Allyn & Bacon/Longman
©2005 | Allyn & Bacon | Electronic Supplement | Instock
ISBN-10: 0205436951 | ISBN-13: 9780205436958

Pearson Allyn & Bacon Film Study Site Update (open Access)
Allyn & Bacon
©2011 | Allyn & Bacon | On-line Supplement | Estimated Availability : 02/15/2010
ISBN-10: 0205737595 | ISBN-13: 9780205737598
URL:  http://www.abfilmstudies.com

ResearchNavigator.com Guide: Mass Communication, Theatre, and Film (Valuepack item only)
Roat & Barr
©2007 | Allyn & Bacon | Paper; 128 pp | Instock
ISBN-10: 0205524141 | ISBN-13: 9780205524143

iClicker Classroom Response System
iClicker & Allyn & Bacon/Longman
©2008 | Allyn & Bacon | Electronic Supplement | Instock
ISBN-10: 0205594506 | ISBN-13: 9780205594504

For Introduction to Public Relations

Public Relations Study Site
Allyn & Bacon
©2009 | Allyn & Bacon | Website | Instock
ISBN-10: 0205618146 | ISBN-13: 9780205618149
URL:  http://www.pearsonpublicrel.com

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