Each chapter includes “Chapter Objectives,” “Summary,” “Discussion Questions,” “Key Terms,” and “Endnotes.”
I.FOUNDATIONS OF PUBLIC RELATIONS?
1.What Is Public Relations?
Scenario: The New Job.
Public Relations: Separating Fact from Fiction.
QuickBreak 1.1: PRSA's View of the Profession.
Theory versus Reality.
QuickBreak 1.2: A Profession or a Trade?
Why a Public Relations Career?
Values Statement 1.1: J.C. Penney.
The Public Relations Process.
The Role of Values in Public Relations.
Values-Driven Public Relations.
Values Statement 1.2: Johnson & Johnson.
QuickBreak 1.3: How Organizations Establish Their Values.
Memo from the Field : Samuel L. Waltz Jr., APR, Fellow PRSA, Waltz & Associates Business and Communications Counsel.
Case Study 1.1: Thumbs Up: Ashland Oil.
Case Study 1.2: Thumbs Down: Exxon: A Tale of Two Oil Spills.
It's Your Turn: The Question.
2.Jobs in Public Relations.
Scenario: The Commute from New York.
Where the Jobs Are.
Values Statement 2.1: Ben & Jerry's.
QuickBreak 2.1: The Values of Successful Employers.
QuickBreak 2.2: Getting That First Job or Internship.
Public Relations Activities and Duties.
QuickBreak 2.3: Action in Alabama.
Salaries in Public Relations.
QuickBreak 2.4: Standards of Professional Performance.
What's Important in a Job?
Memo from the Field: Mike Swenson, Barkley Evergreen & Partners.
Case Study 2.1: Thumbs Up: Silver Anvils and Gold Quills.
Case Study 2.2: Thumbs Down: A List to Avoid.
It's Your Turn: Career Day at High School.
3.A Brief History of Public Relations.
Scenario: Foreign Affairs.
Premodern Public Relations.
Values Statement 3.1: The United States Constitution.
QuickBreak 3.1: Thomas Paine: Revolutionary Practitioner?
The Seedbed Years.
War and Propaganda.
QuickBreak 3.2: The Strange Case of the Zimmerman Telegram.
QuickBreak 3.3: The Mother of Public Relations.
Values Statement 3.2: The American Red Cross.
The Postwar Boom.
QuickBreak 3.4: Other Notables from Public Relations' Past.
The Downsizing of the United States.
“Future History.”
Memo from the Field: Tim Moore, Rock and Roll Hall of Fame and Museum.
Case Study 3.1: Thumbs Down: Torches of Freedom.
Case Study 3.2: Thumbs Up: Corporate Giving.
It's Your Turn: MegaShop Comes to Sunnyview.
4.The Publics in Public Relations.
Scenario: Pop Goes Your Wednesday.
Two Words: Public and Relations.
The Publics in Public Relations.
QuickBreak 4.1: Your Tax Dollars at Work.
What Do We Need to Know about Each Public?
The Traditional Publics in Public Relations.
QuickBreak 4.2: Sabotage in the Workplace.
Values Statement 4.1: American Society of Newspaper Editors.
QuickBreak 4.3: Microsoft Learns the Hard Way.
QuickBreak 4.4: The Customer Is Always Right?
Memo from the Field: Gordon Lindsey, J.C. Penney.
Case Study 4.1: Thumbs Down: Cloudy Days for Sunbeam.
Case Study 4.2: Thumbs Up: Parrott Talks; Rand McNally Listens.
It's Your Turn: The Tuition Increase.
5.Communication Theory and Public Opinion.
Scenario: The Village Historical Association.
The Power of Public Opinion.
A Communication Model.
QuickBreak 5.1: Mokusatsu.
Theories of Persuasion.
QuickBreak 5.2: A Royal Mess.
Quickbreak 5.3: The Third Battle of Bull Run.
Motivation.
QuickBreak 5.4: Flashes in the Pan.
Persuasion and Public Opinion.
Values Statement 5.1: Provincial Emergency Program.
QuickBreak 5.5: A Public Opinion Checklist.
Memo from the Field: Tresa Coe, Mothers against Drunk Driving.
Case Study 5.1: Thumbs Up: Using Public Relations to Ban Landmines.
Case Study 5.2: Thumbs Down: Citizens for a Free Kuwait.
It's Your Turn: The Acme Widget Company.
6.Ethics in Public Relations.
Scenario: Choose and Lose.
What Are Ethics?
The Rewards of Ethical Behavior.
QuickBreak 6.1: The Ethics Codes of PRSA and IABC.
Objectivity versus Advocacy: A Misleading Ethics Debate.
QuickBreak 6.2: Aristotle and the Golden Mean.
QuickBreak 6.3: Aristotle and the Power of Character.
Challenges to Ethical Behavior.
QuickBreak 6.4: Immanuel Kant and the Categorical Imperative.
Achieving Ethical Behavior.
QuickBreak 6.5: Jeremy Bentham, John Stuart Mill, and Utilitarianism.
QuickBreak 6.6: John Rawls and Social Justice.
Values Statement 6.1: Goodwill Industries of Orange County.
Memo from the Field: Terrie Williams, The Terrie Williams Agency.
Case Study 6.1: Thumbs Up: Inside the Body Shop.
Case Study 6.2: Thumbs Down: Undisclosed Interest: Glaxo Wellcome and the Committee to Protect MDIs.
It's Your Turn: Trouble Brewing.
II.THE PUBLIC RELATIONS PROCESS.
7.Research and Evaluation.
Scenario: City Hospital Faces Competition.
The Value of Research and Evaluation.
QuickBreak 7.1: Research, Evaluation, and Tobacco.
The Many Uses of Research and Evaluation.
Developing a Research Strategy: What Do I Want to Know?
QuickBreak 7.2: Issues Management and the AIDS Epidemic.
Values Statement 7.1: U.S. Bureau of Labor Statistics.
Developing a Research Strategy: How Will I Gather Information?
Survey Research.
QuickBreak 7.3: What Do Survey Results Really Mean?
QuickBreak 7.4: Five Ways to Ask Questions.
Analyzing Survey Results.
Memo from the Field: Walter K. Lindenmann, Ketchum Public Relations Worldwide.
Case Study 7.1: Thumbs Up: The Battle over Clean Air Regulations.
Case Study 7.2: Thumbs Down: President Landon and President Dewey?
It's Your Turn: Tinker, Evers, & Chance.
8.Planning: The Strategies of Public Relations.
Scenario: The Art of Planning.
The Basics of Values-Driven Planning.
Different Kinds of Public Relations Plans.
QuickBreak 8.1: Planning for the Entire Organization.
Why Do We Plan?
Values Statement 8.1: Boeing Company.
How Do We Plan?
QuickBreak 8.2: The PRSA Planning Grid.
Values Statement 8.2: Sacramento Police Department.
QuickBreak 8.3: The Challenge of Measurability.
Expanding a Plan into a Proposal.
Qualities of a Good Plan.
Memo from the Field: Fred Repper, Retired Public Relations Consultant.
Case Study 8.1: Thumbs Up: MCI Changes the Message.
Case Study 8.2: Thumbs Down: No News Is Bad News: Media Relations at the Atlanta Olympics.
It's Your Turn: Planning a Blood Drive.
9.Communication: The Tactics of Public Relations.
Scenario: Canada to Costa Rica.
Communicating with Specific Publics.
Tactics as Messages and Channels.
QuickBreak 9.1: Don't Forget the Net.
Values Statement 9.1: Procter & Gamble.
Tactics and Traditional Publics.
QuickBreak 9.2: Extranets: Vendor Relations Goes High-Tech.
QuickBreak 9.3: Beating the Odds: Successful News Releases.
QuickBreak 9.4: The Viagra VNR.
QuickBreak 9.5: Lobbies in the U.S.A.: Who Has the Clout?
Accomplishing the Tactics.
Memo from the Field: Evie Lazzarino, The Richard Nixon Library & Birthplace.
Case Study 9.1: Thumbs Up: Comic Relief in Texas.
Case Study 9.2: Thumbs Down: The Dog That Didn't Bark: Abercrombie & Fitch and MADD.
It's Your Turn: The Tuition Increase Revisited.
10.Writing and Presentation Skills.
Scenario: Publicizing Volunteer Clearinghouse.
The Importance of Writing and Presentation Skills.
A Context for Public Relations Writing.
The Writing Process.
QuickBreak 10.1: Writing for Diverse Publics: Tips for Inclusive Language.
QuickBreak 10.2: Ten Tips for Writing Better Sentences.
Writing for the Ear.
QuickBreak 10.3: Grammar on the Web.
The Process of Successful Presentations.
Values Statement 10.1: Kellogg Company.
QuickBreak 10.4: Conquering the Presentation Jitters.
Memo from the Field: Kerry Tucker and Adam Behar, Nuffer, Smith, Tucker.
Case Study 10.1: Thumbs Up: Letter from Birmingham Jail.
Case Study 10.2: Thumbs Down: Poison Postcards in Kansas.
It's Your Turn: Elayne Anderson's Speech.
11.New Communications Technology.
Scenario: Differing Designs for the Future.
The Growth of New Technology.
The Digital Revolution.
QuickBreak 11.1: PR and the Evolution of TV.
Computer Technology.
Values Statement 11.1: Motorola Inc.
The Internet.
QuickBreak 11.2: Spinning “The Web.”
QuickBreak 11.3: The Dark Side of the Web.
Wireless Communications Technology.
QuickBreak 11.4: Satellite Media Tours.
Why “New” Isn't Always “Better.”
QuickBreak 11.5: New Tools for an Old Profession.
Memo from the Field: Craig Settles, Successful.com.
Case Study 11.1: Thumbs Down: The Mount Everest Tragedy.
Case Study 11.2: Thumbs Up: Freedom of Expression in the Digital Age.
It's Your Turn: Hale & Hardy All-Natural Granola Bars.
III.PUBLIC RELATIONS TODAY AND TOMORROW.
12.Crisis Communications.
Scenario: The Rumor.
Learning Hard Lessons from Others.
Values Statement 12.1: NASA.
QuickBreak 12.1: The Lessons of Dallas.
The Anatomy of a Crisis.
QuickBreak 12.2: Twenty-First Century Crises.
Crisis Communications Planning.
QuickBreak 12.3: The Crisis Plotting Grid.
QuickBreak 12.4: Things to Do before a Crisis Breaks.
Crisis Planning Ethics.
Values Statement 12.2: PepsiCo.
Memo from the Field: Tom Ditt, N.C. Division of Emergency Management.
Case Study 12.1: Thumbs Down: Mitsubishi's Lemon.
Case Study 12.2: Thumbs Up: Classic Crises — Tylenol and Pepsi.
It's Your Turn: Death of a Salesman.
13.Integrated Marketing Communications.
Scenario: Face the Music.
The Decline of Mass Marketing.
QuickBreak 13.1: Direct Mail: Also Known as Junk Mail.
The Impact of IMC on Public Relations.
Values Statement 13.1: J.M. Smucker Company.
A Closer Look at Marketing.
A Closer Look at IMC.
QuickBreak 13.2: IMC on the World Wide Web.
How IMC Works.
QuickBreak 13.3: The VIPs of IMC.
Problems with IMC.
Memo from the Field: Vin Cipolla, Pamet River Inc.
Case Study 13.1: Thumbs Up: Hal Riney Launches Saturn into Orbit.
Case Study 13.2: Thumbs Down: Reebok and the Incubus.
It's Your Turn: Making the Pitch.
14.Cross-Cultural Communication.
Scenario: East Meets West.
Cultures: Definitions and Characteristics.
Values Statement 14.1: Special Olympics.
QuickBreak 14.1: The Melting-Pot Myth.
Cross-Cultural Communication: Definitions and Dangers.
QuickBreak 14.2: Lost in Translation, Part One.
Achieving Successful Cross-Cultural Communication: A Process.
QuickBreak 14.3: Lost in Translation, Part Two.
QuickBreak 14.4: Corporate Culture Clash.
Memo from the Field: Renu Aldrich, PR Newswire.
Case Study 14.1: Thumbs Up: A Toast to Coors.
Case Study 14.2: Thumbs Down: Border Wars for Wal-Mart.
It's Your Turn: Cultures Close to Home.
15.Public Relations and the Law.
Scenario: The Annual Report.
Public Relations, the Law, and You.
Public Relations and the First Amendment.
Federal Agencies that Regulate Speech.
QuickBreak 15.1: The Freedom of Information Act.
QuickBreak 15.2: SEC Rule 10B-5.
Values Statement 15.1: Agency for Toxic Substances and Disease Registry.
Libel.
QuickBreak 15.3: “Free Speech Rocks!”
Privacy.
Copyright.
QuickBreak 15.4: R.I.P. Larry Bud Melman?
Litigation Public Relations.
Memo from the Field: Richard S. Levick, Esq., Levick Strategic Communications.
Case Study 15.1: Thumbs Down: The Court of Public Opinion.
Case Study 15.2: Thumbs Up: The Lion Roars.
It's Your Turn: SuperGas.
16.Your Future in Public Relations.
Scenario: The Government Contract.
A New Century with New Challenges.
Social Forces and Public Relations.
QuickBreak 16.1: Public Relations in the New Russia.
QuickBreak 16.2: The Growing Hispanic Market.
QuickBreak 16.3: The Greening of Public Relations.
Values Statement 16.1: League of Women Voters.
QuickBreak 16.4: Sexual Harassment.
Where Public Relations Is Headed.
QuickBreak 16.5: Virtual Public Relations.
Your Future in Public Relations.
Memo from the Field: Kent Landers, 1998-1999 National PRSSA President.
Case Study 16.1: Thumbs Up: Abbott Laboratories, Thumbs Down: Nestlé.
It's Your Turn: Battling Bambi.
Appendix A: Code of Professional Standards for the Practice of Public Relations , Public Relations Society of America.
Appendix B: Code of Ethics for Professional Communicators , International Association of Business Communicators.
Glossary.
This item has been replaced by Public Relations: A Values-Driven Approach, 4/E.
Public Relations: A Values-Driven Approach, 4/E
Public Relations: A Values-Driven Approach, 3/E
Public Relations: A Values-Driven Approach, Cases Edition, 3/E