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Quick Guide to the Text, IFC-1
Copyright, ii
New to This Edition, iii
Preface, xxi
About the Authors, xxvii
Section One. Foundations of Public Relations, 1
Chapter 1. What Is Public Relations?, 1
Public Relations: Everywhere You Look, 2
The Search for a Definition, 5
Public Relations Defined, 5
QuickBreak 1.1: The Definition Debate, 6
A Profession Gaining in Respect, 8
The Hunt-Grunig Models of Public Relations, 9
Public Relations and Marketing, 10
Why a Public Relations Career?, 11
A Profile of Practitioners, 11
QuickBreak 1.2: A Profession or a Trade?, 12
The Public Relations Process, 13
The Traditional Four-Step Model of the Public Relations Process, 13
The Dynamic Model of the Public Relations Process, 14
The Role of Values in Public Relations, 15
Actions Speak Louder Than Words—Part I, 16
Values-Driven Public Relations, 17
Actions Speak Louder Than Words—Part II, 18
Values Statement 1.1: Hallmark Cards, 19
QuickBreak 1.3: How Organizations Establish Their Values, 20
Whose Values Should You Follow?, 20
Summary, 22
Discussion Questions, 22
Memo from the Field: Judith T. Phair, Graduate Management Admission Council, 23
Case Study 1.1: Closing the Gap on Sweatshops, 25
Case Study 1.2: The Lessons of Katrina, 27
Notes, 29
Chapter 2. Jobs in Public Relations, 33
Where the Jobs Are, 34
Corporations, 34
Nonprofit Organizations and Trade Associations, 38
Governments, 38
Values Statement 2.1: Public Relations Society of America, 39
QuickBreak 2.1: The Values of Successful Employers, 40
Public Relations Agencies, 41
Independent Public Relations Consultancies, 42
Public Relations outside the Workplace, 42
QuickBreak 2.2: Getting That First Job or Internship, 43
Public Relations Activities and Duties, 44
QuickBreak 2.3: Student Misperceptions of Public Relations, 46
Working Conditions and Salaries, 47
QuickBreak 2.4: The People in Public Relations, 47
What’s Important in a Job?, 48
Summary, 49
Discussion Questions, 50
Memo from the Field: John Echeveste, Valencia, Pérez & Echeveste Public Relations, 50
Case Study 2.1: Stormy Weather: Eight Months in a Professional’s Life, 52
Case Study 2.2: A List to Avoid, 53
Notes, 55
Chapter 3. A Brief History of Public Relations, 57
Why History Is Important to You, 58
Premodern Public Relations, 59
Trends Leading to the Development of Modern Public Relations, 59
Pre-20th-Century America, 62
QuickBreak 3.1: The American Revolution, 63
The Seedbed Years, 64
QuickBreak 3.2: Thank You for Smoking, 65
Theodore Roosevelt (1858–1919), 65
Ivy Ledbetter Lee (1877–1934), 66
Values Statement 3.1: Declaration of Principles, 67
War and Propaganda, 69
Edward L. Bernays (1891–1995), 70
QuickBreak 3.3: The Scopes Monkey Trial, 71
QuickBreak 3.4: The Mother of Public Relations, 73
Why Bernays and Not Lee?, 74
The Postwar Boom, 74
Postwar Social Activism, 75
QuickBreak 3.5: Other Notable Figures from Public Relations’ Past, 76
The Downsizing of the United States, 77
The Baby Boomers Come of Age, 78
The New Millennium, 79
Summary, 79
Discussion Questions, 80
Memo from the Field: Edward M. Block, 80
Case Study 3.1: The March of Dimes, 82
Case Study 3.2: Too Much Blood and Money, 84
Notes, 86
Chapter 4. The Publics in Public Relations, 90
What Is a Public?, 92
Why Do We Need Relationships with Publics?, 92
The Publics in Public Relations, 93
Traditional and Nontraditional Publics, 94
Latent, Aware, and Active Publics, 95
Intervening Publics, 96
Primary and Secondary Publics, 97
Internal and External Publics, 97
Domestic and International Publics, 97
QuickBreak 4.1: Your Tax Dollars at Work, 98
What Do We Need to Know about Each Public?, 98
Coorientation, 101
The Traditional Publics in Public Relations, 102
Employees, 102
QuickBreak 4.2: Sabotage in the Workplace, 104
The News Media, 106
Values Statement 4.1: Pepsico, 108
Governments, 108
QuickBreak 4.3: I’ll Scratch Your Back..., 110
Investors, 111
Consumers/Customers, 112
QuickBreak 4.4: The Customer Is Always Right?, 114
Multicultural Communities, 114
Constituents (Voters), 118
Businesses, 119
Summary, 121
Discussion Questions, 121
Memo from the Field: David A. Narsavage, the Aker Partners, Inc., 122
Case Study 4.1: Criticize Me! Subway and the Crossed-Off Cross-Promotion, 124
Case Study 4.2: Swinging for the Wall: Whirlpool Corporation and Habitat for Humanity, 126
Notes, 127
Chapter 5. Communication Theory and Public Opinion, 133
The Power of Public Opinion, 134
A Communication Model, 135
QuickBreak 5.1: Mokusatsu, 138
Mass Communication Theories, 139
The Magic Bullet Theory, 139
The Two-Step Theory, 140
The N-Step Theory, 140
Diffusion Theory, 141
The Agenda-Setting Hypothesis, 141
QuickBreak 5.2: Why Public Relations Is Not Propaganda, 142
Uses and Gratifications Theory, 143
A Two-Way Process, 143
Motivation, 144
QuickBreak 5.3: Spinning, Framing, and Priming, 145
Maslow’s Hierarchy of Needs, 146
Examples of Maslow’s Theory at Work, 147
QuickBreak 5.4: Monroe’s Motivated Sequence, 148
Persuasion and Public Opinion, 149
Aristotle, Persuasion, and Public Relations, 149
Public Opinion Defined, 150
The Evolution of Public Opinion, 151
QuickBreak 5.5: A Public Opinion Checklist, 151
Values Statement 5.1: APCO Worldwide, 153
Persuasion versus Manipulation, 153
Summary, 154
Discussion Questions, 155
Memo from the Field: Jane Hazel, Health Canada, 155
Case Study 5.1: I Decide, 158
Case Study 5.2: Color-Coded Confusion, 160
Notes, 162
Chapter 6. Ethics and Social Responsibility in Public Relations, 165
What Are Ethics?, 166
QuickBreak 6.1: The Ethics Codes of Prsa and Iabc, 167
Ethics Codes for Values-Driven Public Relations, 167
Objectivity versus Advocacy: A Misleading Ethics Debate, 169
A Relationship-Management Solution, 170
Challenges to Ethical Behavior, 170
Dilemmas, 170
QuickBreak 6.2: Aristotle, Confucius, and the Golden Mean, 171
Overwork, 171
Legal/Ethical Confusion, 172
Cross-Cultural Ethics, 172
Short-Term Thinking, 173
Virtual Organizations, 173
Specific Ethics Challenges, 174
The Rewards of Ethical Behavior, 174
QuickBreak 6.3: Immanuel Kant and the Categorical Imperative, 176
Trust and Corporate Social Responsibility, 177
Corporate Social Responsibility, 177
Beyond CSR: Strengthening Ethical Behavior, 178
Ethics Audits, 179
Integrating Ethics into the Public Relations Process, 179
The Potter Box, 180
Values Statement 6.1: Goodwill Industries of Orange County, 181
The Potter Box at Work, 181
QuickBreak 6.4: Jeremy Bentham, John Stuart Mill, and Utilitarianism, 183
QuickBreak 6.5: John Rawls and Social Justice, 184
Summary, 185
Discussion Questions, 186
Memo from the Field: Carol Cone, Cone, Inc., 186
Case Study 6.1: Canada’s Family Channel Battles Bullies, 189
Case Study 6.2: Appearance of Obfuscation? Digene Corporation and European Women for HPV Testing, 191
Notes, 192
Section Two. The Public Relations Process, 196
Chapter 7. Research and Evaluation, 196
For Love or Money?, 197
Measuring Intangibles, 198
QuickBreak 7.1: Roi and Ave, 199
The Value of Research and Evaluation, 199
QuickBreak 7.2: Issues Management, 201
Developing a Research Strategy: What Do I Want to Know?, 202
Client Research, 202
Stakeholder Research, 203
Problem–Opportunity Research, 203
Values Statement 7.1: Institute for Public Relations, 203
Evaluation Research, 203
QuickBreak 7.3: Measuring Relationships, 204
Developing a Research Strategy: How Will I Gather Information?, 206
Secondary (Library) Research, 207
Feedback Research, 207
The Communication Audit, 208
Focus Groups, 209
Survey Research, 212
The Survey Sample, 212
QuickBreak 7.4: Worth Every Penny, 213
The Survey Instrument, 219
QuickBreak 7.5: Five Ways to Ask Questions, 220
Analyzing Survey Results, 221
The Rest of the Story, 222
Summary, 223
Discussion Questions, 223
Memo from the Field: David B. Rockland, Ketchum, 224
Case Study 7.1: Betting on Terror, 226
Case Study 7.2: Big Bang Pr, 228
Notes, 230
Chapter 8. Planning: The Strategies of Public Relations, 233
The Basics of Values-Driven Planning, 235
Lessons Learned, 236
Different Kinds of Public Relations Plans, 237
Ad Hoc Plans, 237
Standing Plans, 237
Contingency Plan, 238
QuickBreak 8.1: Planning for the Entire Organization, 238
Why Do We Plan?, 239
To Keep Our Actions in Line with Our Organization’s Values-Based Mission, 239
To Secure Needed Resources, 240
To Help Us Control Our Destiny, 240
To Help Us Better Understand and Focus Our Research, 240
To Help Us Achieve Consensus, 241
To Allow Effective Management of Resources, 241
Values Statement 8.1: Boeing Company, 241
How Do We Plan?, 242
Consensus Building, 242
Brainstorming, 243
Goals, Objectives, Strategies, and Tactics: The Written Plan, 244
QuickBreak 8.2: The Prsa Planning Grid, 247
QuickBreak 8.3: The Swot Analysis, 250
Expanding a Plan into a Proposal, 250
Qualities of a Good Plan, 251
Summary, 252
Discussion Questions, 252
Memo from the Field: Timothy S. Brown, Delmarva Power/Atlantic City Electric, 253
Case Study 8.1: Grape Expectations: Planning to Save California Wines, 255
Case Study 8.2: Mess at Maryville: A Private Plan Goes Public, 257
Notes, 259
Chapter 9. Communication: The Tactics of Public Relations, 261
Tactics, Fun, and Values, 262
Tactics as Messages and Channels, 263
Special Events, 264
Controlled Media, 265
QuickBreak 9.1: Kisses, Tea Parties, and Pseudoevents, 266
Uncontrolled Media, 267
Controlled versus Uncontrolled Media, 267
QuickBreak 9.2: A Social Media Primer, 268
Tactics and Traditional Publics, 269
Employees, 270
News Media, 273
QuickBreak 9.3: Beating the Odds: Successful News Releases, 273
Investors, 280
Values Statement 9.1: Johnson & Johnson, 281
Community Groups, 282
Governments, 283
Customers, 285
Constituents (Voters), 286
QuickBreak 9.4: Sticky Situations, 287
Businesses, 287
Accomplishing the Tactics, 288
Summary, 291
Discussion Questions, 291
Memo from the Field: Deborah Charnes Vallejo, Bromley Communications, 292
Case Study 9.1: Fleishman-Hillard Prompts Young Singles to Shout Yahoo!, 294
Case Study 9.2: No News at a Senatorial News Conference, 295
Notes, 297
Chapter 10. Writing and Presentation Skills, 299
The Importance of Writing and Presentation Skills, 300
A Context for Public Relations Writing, 301
The Writing Process, 302
Credibility: Stage One of the Writing Process, 304
Research: Stage Two of the Writing Process, 305
QuickBreak 10.1: Writing for Diverse Publics: Tips for Inclusive Language, 306
Organization: Stage Three of the Writing Process, 308
Writing: Stage Four of the Writing Process, 310
QuickBreak 10.2: Ten Tips for Writing Better Sentences, 312
Revision: Stage Five of the Writing Process, 313
Macroediting: Stage Six of the Writing Process, 314
Microediting: Stage Seven of the Writing Process, 315
Approval: Stage Eight of the Writing Process, 315
QuickBreak 10.3: Grammar on the Web, 316
Distribution: Stage Nine of the Writing Process, 317
Evaluation: Stage Ten of the Writing Process, 317
Writing for the Web, 318
Writing for the Ear, 319
The Process of Successful Presentations, 321
Values Statement 10.1: Kellogg Company, 323
Researching Your Presentation, 323
Planning Your Presentation, 323
Making Your Presentation, 326
QuickBreak 10.4: Conquering the Presentation Jitters, 327
Evaluating Your Presentation, 328
Summary, 328
Discussion Questions, 329
Memo from the Field: Regina Lynch-Hudson, the Write Publicist, 329
Case Study 10.1: Plastic Couple Splits, 331
Case Study 10.2: Ghost Story: A Questionable Tactic Haunts Medical Journals, 333
Notes, 334
Chapter 11. Cyber-Relations in the Digital Age, 336
It’s All about You, 337
Web 2.0, 338
A Double-Edged Sword, 339
Media, Messages, and Values, 340
The Digital Revolution, 341
QuickBreak 11.1: The Internet by the Numbers, 342
Convergence and Hypermedia, 343
Wireless Digital Communication, 344
Social Ramifications, 345
The Birth of Cyber-Relations, 347
QuickBreak 11.2: Making a Good First Impression, 348
Virtual Public Relations, 349
Values Statement 11.1: Ink, Inc., 350
Life in a Digital World, 350
QuickBreak 11.3: Viral Marketing, 351
Individuals as Gatekeepers, 352
Individuals as Publishers, 352
Other Internet Issues, 355
QuickBreak 11.4: Flogging Wal-Mart, 356
Why New Isn’t Always Better, 358
Summary, 359
Discussion Questions, 360
Memo from the Field: Craig Settles, Successful.com, 360
Case Study 11.1: Big Mama Is Watching, 362
Case Study 11.2: Corporate Podcasting, 364
Notes, 366
Section Three. Public Relations Today and Tomorrow, 370
Chapter 12. Crisis Communications, 370
The Storm before the Storm, 371
Not Just Bad Luck, 372
Crises Can Happen to Anyone, 374
The Anatomy of a Crisis, 375
QuickBreak 12.1: Textbook Examples: Exxon and Tylenol, 376
What Is a Crisis?, 377
Crisis Dynamics, 377
A Tale of Two Shuttle Disasters, 379
Crises Can Bring Opportunity, 381
QuickBreak 12.2: Are You Ready?, 382
Crisis Communications Planning, 383
Step One: Risk Assessment, 384
Step Two: Developing the Plan, 385
QuickBreak 12.3: The Crisis Plotting Grid, 386
QuickBreak 12.4: Hard to Say I’m Sorry, 392
Step Three: Response, 393
Step Four: Recovery, 394
Crisis Planning Ethics, 394
Values Statement 12.1: Department of Homeland Security, 395
Summary, 397
Discussion Questions, 397
Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department, 398
Case Study 12.1: False Hope, 399
Case Study 12.2: Embedded Journalists, 401
Notes, 404
Chapter 13. Public Relations and Marketing, 407
Public Relations and Marketing, 408
The Decline of Mass Marketing, 408
The Growth of Consumer-Focused Marketing, 409
Public Relations, Advertising, and Marketing, 410
QuickBreak 13.1: IMC and More, 411
The Impact of Consumer-Focused Marketing on Public Relations, 412
The Impact of Public Relations on Consumer-Focused Marketing, 412
Values Statement 13.1: J.M. Smucker Company, 413
Differences between Public Relations and Consumer-Focused Marketing, 413
A Closer Look at Marketing, 414
Marketing Public Relations, 415
A Closer Look at IMC, 416
Focusing on Individual Consumers, 416
Sending One Clear Message, 417
QuickBreak 13.2: The Fall of Advertising?, 418
How IMC Works, 420
Creating an IMC Campaign, 422
Applying IMC, 423
QuickBreak 13.3: DM: The New Kid in Town, 424
Problems with 21st-Century Marketing, 424
QuickBreak 13.4: Data Danger: Kids and Europeans, 425
Summary, 426
Discussion Questions, 427
Memo from the Field: Vin Cipolla, National Park Foundation, 427
Case Study 13.1: Dove Soars with Real Beauty, 428
Case Study 13.2: Flunking History: Umbro and the Holocaust, 430
Notes, 432
Chapter 14. Cross-Cultural Communication, 435
Cultures: Realities and Definitions, 436
International Public Relations, 438
Cultural Attributes, 440
Attitudes about Time, 440
Attitudes about Formality, 440
Attitudes about Individualism, 441
Values Statement 14.1: Special Olympics, 442
Attitudes about Rank and Hierarchy, 442
Attitudes about Religion, 442
QuickBreak 14.1: The Melting-Pot Myth, 443
Attitudes about Taste and Diet, 443
Attitudes about Colors, Numbers, and Symbols, 443
Attitudes about Assimilation and Acculturation, 444
Cross-Cultural Communication: Definitions and Dangers, 445
Encoding and Decoding, 445
Gestures and Clothing, 446
Stereotyping, 447
Achieving Successful Cross-Cultural Public Relations: A Process, 448
Stage One: Awareness, 448
QuickBreak 14.2: Diversity in Public Relations, 449
Stage Two: Commitment, 450
Stage Three: Research, 450
Stage Four: Local Partnership, 450
QuickBreak 14.3: Hofstede’s Cultural Dimensions, 451
Stage Five: Diversity, 451
Stage Six: Testing, 452
Stage Seven: Evaluation, 452
QuickBreak 14.4: Double-Whammy Culture Clash, 452
Stage Eight: Advocacy, 453
Stage Nine: Continuing Education, 453
Summary, 454
Discussion Questions, 454
Memo from the Field: Bill Imada, IW Group, 455
Case Study 14.1: Pro Bono: Bridging the Cultures of Rock and Politics, 456
Case Study 14.2: Zakazukha!, 458
Notes, 460
Chapter 15. Public Relations and the Law, 464
The Statue of Responsibility, 465
Public Relations, the Law, and You, 467
Public Relations and the First Amendment, 468
Political versus Commercial Speech, 469
QuickBreak 15.1: Kasky V. Nike, 471
The Key: Know Your Own Business, 471
Federal Agencies That Regulate Speech, 472
The Federal Trade Commission, 472
The Securities and Exchange Commission, 473
QuickBreak 15.2: Sec Rule 10b-5, 475
The Federal Communications Commission, 478
Values Statement 15.1: Federal Communications Commission, 479
The Food and Drug Administration, 480
Libel, 481
The Burden of Proof in Libel, 481
Actual Malice, 482
Other Forms of Libel, 483
Privacy, 484
The Four Torts of Privacy, 484
QuickBreak 15.3: The Pursuit of Privacy, 485
Privacy Issues in Public Relations, 486
Copyright, 487
Copyright Guidelines, 487
The Digital Millennium Copyright Act, 488
QuickBreak 15.4: Online Music Piracy, 489
Fair Use, 489
Protecting Your Intellectual Property Rights, 490
Litigation Public Relations, 491
Free Press versus Fair Trial, 492
The Use of LPR Tactics, 492
Is LPR in Society’s Best Interests?, 494
Summary, 495
Discussion Questions, 495
Memo from the Field: James F. Haggerty, the Pr Consulting Group, Inc., 496
Case Study 15.1: Higher Standards?, 497
Case Study 15.2: In Search of Sunshine, 499
Notes, 501
Chapter 16. Your Future in Public Relations, 506
What’s Next?, 507
Social Forces and Public Relations, 508
The Global Spread of Democracy, 508
QuickBreak 16.1: Gunggongguanxi, 509
Globalization, 510
The Changing Face of the United States, 510
The Growth in World Population, 512
Feminization of the Workplace, 514
QuickBreak 16.2: The Hispanic and Latino Factor, 515
QuickBreak 16.3: An Inconvenient Truth, 516
Values Statement 16.1: League of Women Voters of the United States, 518
QuickBreak 16.4: Sexual Harassment, 519
Where Public Relations Is Headed, 520
Your Future in Public Relations, 523
QuickBreak 16.5: You Are the Future, 524
The Future of Values-Driven Public Relations, 526
Summary, 528
Discussion Questions, 528
Memo from the Field: Kevin J. Saghy, 2006–2007 National President, Prssa, 529
Case Study 16.1: Shared Sacrifice?, 530
Case Study 16.2: Guns and Greens, 532
Notes, 534
Appendix: Member Code of Ethics 2000, 539
Glossary, 546
Index, 563
Text Credits, 580
Memo from the Field, IBC-1

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