Additional Information
Book Details
Abstract
For courses in Introductory Public Relations.
Cutlip & Center offers students the gold standard in public relations, providing the most up-to-date reference in the market.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Contents | 9 | ||
| Preface | 15 | ||
| PART I: Concept, Practitioners, Context, and Origins | 25 | ||
| Chapter 1 Introduction to Contemporary Public Relations | 26 | ||
| Attempts to Define Public Relations | 28 | ||
| Defining Contemporary Public Relations | 29 | ||
| Confusion with Marketing | 29 | ||
| Parts of the Function | 30 | ||
| Confusion of Terms | 42 | ||
| Toward Recognition and Maturity | 43 | ||
| Notes | 46 | ||
| Study Guide | 47 | ||
| Additional Sources | 47 | ||
| Chapter 2 Practitioners of Public Relations | 48 | ||
| Numbers and Distribution | 49 | ||
| Salaries | 52 | ||
| Work Assignments | 53 | ||
| Roles | 55 | ||
| What Roles Research Tells us | 58 | ||
| Challenges | 60 | ||
| Requirements For Success | 64 | ||
| Notes | 66 | ||
| Study Guide | 68 | ||
| Additional Sources | 68 | ||
| Chapter 3 Organizational Settings | 69 | ||
| Origins Within Organizations | 70 | ||
| Public Relations Starts with Top Management | 71 | ||
| Role in Decision Making | 73 | ||
| The Internal Department | 76 | ||
| Working with other Departments | 81 | ||
| The Outside Counseling Firm | 85 | ||
| New Approaches | 95 | ||
| Notes | 96 | ||
| Study Guide | 97 | ||
| Additional Sources | 97 | ||
| Chapter 4 Historical Origins and Evolution | 98 | ||
| Ancient Genesis | 98 | ||
| American Beginnings: Born in Adversity and Change | 99 | ||
| Evolution to Maturity | 105 | ||
| Stages of Development | 106 | ||
| Seedbed Era: 1900–1916 | 107 | ||
| World War I Period: 1917–1918 | 113 | ||
| Booming Twenties Era: 1919–1929 | 115 | ||
| Roosevelt Era and World War II: 1930–1945 | 118 | ||
| Postwar Boom: 1946–1964 | 119 | ||
| Period of Protest and Empowerment: 1965–1985 | 122 | ||
| Digital Age and Globalization: 1986–Present | 125 | ||
| Notes | 126 | ||
| Study Guide | 128 | ||
| Additional Sources | 128 | ||
| PART II: Foundations | 129 | ||
| Chapter 5 Professionalism and Ethics | 130 | ||
| Criteria of a Profession | 130 | ||
| Professional Associations | 131 | ||
| Specialized Educational Preparation | 136 | ||
| Research and the Body of Knowledge | 138 | ||
| Ethical Foundations of Professionalism | 140 | ||
| Codes of Ethics | 143 | ||
| Accountability: Licensing and Accreditation | 145 | ||
| Winning Acceptance and Stature | 147 | ||
| Toward a Promising Future | 147 | ||
| Notes | 149 | ||
| Study Guide | 150 | ||
| Additional Sources | 150 | ||
| Chapter 6 Legal Considerations | 151 | ||
| What Is Law? | 151 | ||
| The First Amendment | 152 | ||
| Free Press and Media Relations | 153 | ||
| Government Access and Public Affairs | 155 | ||
| Corporate Expression | 156 | ||
| Lobbying | 158 | ||
| Employee and Labor Relations | 159 | ||
| Public Companies and Investor Relations | 161 | ||
| Protecting Public Relations Materials | 163 | ||
| Reputation, Defamation and Privacy | 165 | ||
| Litigation Public Relations | 168 | ||
| Closing Thoughts | 169 | ||
| Notes | 169 | ||
| Study Guide | 171 | ||
| Additional Sources | 171 | ||
| Chapter 7 Theoretical Underpinnings: Adjustment and Adaptation | 172 | ||
| The Ecological Approach | 173 | ||
| Tracking the Trends | 173 | ||
| A Systems Perspective | 175 | ||
| Open and Closed Systems | 179 | ||
| Goal States, Structure, and Process | 180 | ||
| Cybernetics in Open Systems | 181 | ||
| Open Systems Model of Public Relations | 184 | ||
| Notes | 188 | ||
| Study Guide | 189 | ||
| Additional Sources | 189 | ||
| Chapter 8 Communication Theories and Contexts | 191 | ||
| Dissemination Versus Communication | 192 | ||
| Elements of the Mass Communication Model | 193 | ||
| Mass Communication Effects | 196 | ||
| Public Opinion Contexts | 201 | ||
| Orientation and Coorientation | 203 | ||
| Notes | 209 | ||
| Study Guide | 211 | ||
| Additional Sources | 211 | ||
| Chapter 9 Internal Relations and Employee Communication | 212 | ||
| Importance of Internal Relations | 213 | ||
| Cultural Contexts | 214 | ||
| Regulatory and Business Contexts | 218 | ||
| Communicating Internally | 221 | ||
| Notes | 230 | ||
| Study Guide | 232 | ||
| Additional Sources | 232 | ||
| Chapter 10 External Media and Media Relations | 233 | ||
| Traditional Media, New Uses | 234 | ||
| New Media, New Challenges and Opportunities | 245 | ||
| Working with the Media | 250 | ||
| Notes | 257 | ||
| Study Guide | 260 | ||
| Additional Sources | 260 | ||
| PART III: Management Process | 261 | ||
| Chapter 11 Step One: Defining Public Relations Problems | 262 | ||
| Management Process | 263 | ||
| Role of Research in Strategic Planning | 264 | ||
| Research Attitude | 266 | ||
| Listening as Systematic Research | 267 | ||
| Defining Public Relations Problems | 268 | ||
| Research Methods | 273 | ||
| Informal or \"Exploratory\" Methods | 274 | ||
| Formal Methods | 280 | ||
| Notes | 285 | ||
| Study Guide | 286 | ||
| Additional Sources | 286 | ||
| Chapter 12 Step Two: Planning and Programming | 287 | ||
| Public Relations Goals | 288 | ||
| Public Relations Planning | 289 | ||
| Target Publics | 291 | ||
| Program Objectives | 294 | ||
| Strategies and Tactics | 297 | ||
| The Public Relations Plan | 299 | ||
| Planning for Program Implementation | 304 | ||
| Summary | 308 | ||
| Notes | 308 | ||
| Study Guide | 310 | ||
| Additional Sources | 310 | ||
| Chapter 13 Step Three: Taking Action and Communicating | 311 | ||
| The Action Program | 312 | ||
| The Communication Program | 314 | ||
| Message Content | 315 | ||
| Message Delivery | 323 | ||
| Barriers to Implementation | 328 | ||
| Crisis Communication | 332 | ||
| Implementation Summary | 332 | ||
| Notes | 333 | ||
| Study Guide | 335 | ||
| Additional Sources | 335 | ||
| Chapter 14 Step Four: Evaluating the Program | 336 | ||
| The Push for Measurable Results | 337 | ||
| Preparing for Evaluation | 339 | ||
| Evaluation Research Process | 340 | ||
| Evaluation Research Steps | 341 | ||
| Levels of Program Evaluation | 343 | ||
| Interpreting and Using Results of Evaluation | 356 | ||
| Notes | 358 | ||
| Study Guide | 359 | ||
| Additional Sources | 359 | ||
| PART IV: The Practice | 361 | ||
| Chapter 15 Business and Industry | 362 | ||
| Public Relations in Corporate Organizations | 363 | ||
| Corporate Social Responsibility | 364 | ||
| Corporations as Targets | 368 | ||
| Business Misconduct | 368 | ||
| Restoring Public Trust | 369 | ||
| Globalization | 370 | ||
| Notes | 371 | ||
| Study Guide | 372 | ||
| Additional Sources | 372 | ||
| Chapter 16 Government and Politics | 373 | ||
| The Goals of Public Affairs in Government | 374 | ||
| Informing Constituents | 374 | ||
| Ensuring Active Cooperation in Government Programs | 379 | ||
| Fostering Citizen Participation and Support | 380 | ||
| Serving as the Public's Advocate | 382 | ||
| Electronic Government and Citizen Participation | 382 | ||
| Managing Information Internally | 383 | ||
| Facilitating Media Relations | 384 | ||
| Building Community and Nation | 384 | ||
| Barriers to Effective Government Public Affairs | 385 | ||
| Government-Media Relations | 388 | ||
| Notes | 390 | ||
| Study Guide | 391 | ||
| Additional Sources | 391 | ||
| Chapter 17 Military Public Affairs | 392 | ||
| Public Relations Is Public Affairs in the Military | 393 | ||
| Unique Challenges in the Military Setting | 394 | ||
| The Need for Transparency and Engagement | 395 | ||
| Notes | 399 | ||
| Study Guide | 399 | ||
| Additional Sources | 399 | ||
| Website | 399 | ||
| Chapter 18 Nonprofits and Nongovernmental Organizations | 400 | ||
| The Third Sector | 400 | ||
| Role of Public Relations in Nonprofit Organizations | 404 | ||
| Foundations | 407 | ||
| Social Service Agencies | 407 | ||
| Faith-Based and Other Nonprofit Organizations | 409 | ||
| Nongovernmental Organizations | 410 | ||
| Notes | 412 | ||
| Study Guide | 414 | ||
| Additional Sources | 414 | ||
| Chapter 19 Health Care | 415 | ||
| Practicing in the Era of Health Reform | 416 | ||
| The Public Relations Difference in Health Care | 417 | ||
| Supporting, Promoting, and Protecting the Brand | 418 | ||
| Employee Communication in Health Care | 420 | ||
| Integrated Communication Enhances Results | 421 | ||
| Focusing Public Relations Efforts | 421 | ||
| Blurring of Traditional and Social Media | 421 | ||
| Proactively Managing and Mitigating Issues | 423 | ||
| A Voice at the Leadership Table | 424 | ||
| Notes | 424 | ||
| Study Guide | 425 | ||
| Additional Sources | 425 | ||
| Chapter 20 Education | 426 | ||
| Issues Impacting Education: Funding, Accountability, Choice | 427 | ||
| The Role of Public Relations for Public Schools | 428 | ||
| Issues Affecting Higher Education Public Relations | 432 | ||
| Notes | 433 | ||
| Study Guide | 434 | ||
| Additional Sources | 434 | ||
| Chapter 21 Associations and Unions | 435 | ||
| Associations | 435 | ||
| Labor Unions | 440 | ||
| Notes | 443 | ||
| Study Guide | 444 | ||
| Additional Sources | 444 | ||
| Index | 445 | ||
| A | 445 | ||
| B | 445 | ||
| C | 446 | ||
| D | 447 | ||
| E | 447 | ||
| F | 447 | ||
| G | 448 | ||
| H | 448 | ||
| I | 448 | ||
| J | 449 | ||
| K | 449 | ||
| L | 449 | ||
| M | 450 | ||
| N | 450 | ||
| O | 450 | ||
| P | 451 | ||
| Q | 452 | ||
| R | 452 | ||
| S | 453 | ||
| T | 454 | ||
| U | 454 | ||
| V | 454 | ||
| W | 454 | ||
| X | 455 | ||
| Y | 455 | ||
| Z | 455 |