Overview

THINK Public Relations engaging visual design and contemporary applications help readers develop a fundamental understanding of current issues affecting public relations practice today — all at a low price.  Readers are introduced to exciting and innovative public relations campaign examples in the context of relevant theory and core concepts that they will need to succeed in the world of public relations.

Full Product Details

Author:   Dennis L. Wilcox ,  Glen T. Cameron ,  Bryan H. Reber ,  Jae-Hwa Shin
Publisher:   Pearson Education (US)
Imprint:   Pearson
Dimensions:   Width: 27.50cm , Height: 1.50cm , Length: 21.50cm
Weight:   0.789kg
ISBN:  

9780205781690

ISBN 10:   0205781691
Pages:   416
Publication Date:   20 July 2010
Audience:   College/higher education ,  Tertiary & Higher Education
Replaced By:   9780205857258
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

What Is Public Relations?   2 The Challenge of Public Relations   4 Global Scope   5 A Variety of Definitions   6 PR Casebook> Doritos PR Helps Steal the ­Super Bowl Away from Budweiser   7 Public Relations as a Process   8 The Components of Public Relations   11 How Public Relations Differs from Journalism   12 Scope   13  Objectives   13 Audiences   13 Channels   13 How Public Relations Differs from Advertising   14 How Public Relations Differs from Marketing   15 How Public Relations Supports Marketing     15 Toward an Integrated Perspective: Strategic Communication   17 Summary   20 Questions for Review and Discussion   21 TACTICS | Other Firms’ Suffering Has Bolstered the Public Relations Business, The Economist   22   Careers in Public Relations   24 A Changing Focus in Public Relations   26 The Range of Public Relations Work   28 Personal Qualifications and Attitudes   28 Five Essential Abilities   29 PR Casebook> Pepsi Creates Social Media Buzz with Amp App   31 Organizational Roles   32 The Value of Internships   33 Salaries in Public Relations   34 Entry-Level Salaries   34 Salaries for ­Experienced Professionals  34 Salaries for Women: The Gender Gap  36 The Value of Public Relations   38 Summary   40 Questions for Review and Discussion   41   Managing Competition and Conflict   42 A New Way of Thinking: Conflict and Competition   44 The Role of Public Relations in Managing Conflict   46 It Depends: Factors That Affect Conflict ­Management   48 The Threat Appraisal Model   48 • Contingency Theory   48 PR Casebook> Water Purveyors Face Conflict and Competition   51 The Conflict Management Life Cycle   50 Proactive Phase   50 Strategic Phase   50 Reactive Phase   51 Recovery Phase   51 Managing the Life Cycle of a Conflict   52 Issues Management   52 Strategic ­Positioning and Risk Communication   53 Crisis Management   54 Reputation ­Management   58  Déjà Vu–All Over Again   59 Summary   60 Questions for Review and Discussion   61 TACTICS | Maybe Tiger Woods Knows Exactly What He Is Doing, New YorkMagazine   62   The Growth of a Profession   64 A Brief History of Public Relations   66 Ancient Beginnings   66 Public Relations in Colonial America   67 The Age of the Press Agent   67 Public Relations Grows as America Grows  67 The Rise of ­Politics and Activism   68 Modern Public Relations Comes of Age   69 PR Casebook> Constructive Public Relations   for the New York Subway   71 Public Relations Expands in Postwar ­America   73 Evolving Practice and ­Philosophy   74 Trends in Today’s Practice of Public Relations   76 Feminization of the Field   76 The Importance of Diversity   78 Other ­Major Trends in Public Relations   79 A Growing Professional Practice   80 The Public Relations Society of America   88 The International Association of Business Communicators   81 The International Public Relations Association   81 Other Groups   81 Professionalism, Licensing, and Accreditation  81 Professionalism   81 Licensing   82 Accreditation   83 Summary   84 Questions for Review and Discussion   85   Today’s Practice: Departments and Firms  86 Public Relations Departments   88 Organizational Factors Determine the Role of Public Relations   89 What Public ­Relations Departments Are Called   90 How Public Relations Departments Are ­Organized   91 Line and Staff Functions   92 Levels of Influence   92 Sources of Friction   92 The Trend ­Toward ­Outsourcing   94 Public Relations Firms   96 Global Reach   98 The Rise of Communication Conglomerates   98 Structure of a Counseling Firm   100 Pros and Cons of Using a Public Relations Firm   100 PR Casebook> Taking SXSW to the Next Level   101 Fees and Charges   102 Summary   104 Questions for Review and Discussion   105 TACTICS | Census Campaign Focuses on ­Messaging, Minority Communities, PRWeek  106   Research and Campaign Planning  108 The Four Essential Steps of Effective Public Relations  110 Research:  The First Step  110 Using ­Research   111 Research Techniques  112 Random Sampling  118 Sample Size  118 Reaching Respondents   119 Planning: The Second Step  122 Approaches to Planning  122 The Eight Elements of a Program Plan  122 PR Casebook> What Did Fleishman-Hillard Do for Brown?   125 Summary  130 Questions for Review and Discussion  131   Communication and Measurement   132 Making Sure the Audience Receives the Message  136 Making the Audience Pay Attention to the Audience  137 Making Sure the Message Is Understood  138 • Making the Message Credible   139 Making the Message Memorable   141 Making Sure the Audience Acts on the ­Message  141 Measurement: The Fourth Step   143 Objectives: A Prerequisite for Measurement   144 Measurement and Evaluation Status   144 Measure of Production   145 Measurement of Message Exposure   146 Media Impressions   146 Internet Hits   147 Advertising Equivalency   147 Systematic Tracking   148 Information Requests   149 Cost per Person   149 Audience Attendance   150 Measurement of Audience Awareness   150 Measurement of Audience Attitudes   151 Measurement of Audience Action   152 PR Casebook> Media Reality Check   153 Summary   154 Questions for Review and Discussion   155 TACTICS | Americans Split on Whether Goals in Afghanistan Will Be Met, Gallup   156   Public Opinion and Persuasion   158 What Is Public Opinion?   160 Opinion Leaders as Catalysts   162 The Flow of Opinion   162 The Role of Mass Media   164 Agenda Setting   164 Framing   164 The Role of Conflict   166 PR Casebook> War over Wal-Mart: Retail ­Giant Fights Back   169 Persuasion in Public Opinion   168 The Uses of Persuasion   168 Persuasion and Negotiation   170 Factors in Persuasive Communication   171 Audience Analysis   171 Appeals to Self-Interest   171 Audience Participation   172 Suggestions for Action 173 Source Credibility   173 Clarity of Message   174 Channels   174 Timing and Context   174 Reinforcement   175 The Limits of Persuasion   176 Lack of Message Penetration   177 Competing or Conflicting Messages 177 Self-Selection   177 Self-Perception   177 Summary   178 Questions for Review and Discussion   179   Ethics and the Law   180 What Is Ethics?   182 The Ethical Advocate   182 Professional Guidelines   184 Codes of Conduct   184 Ethics in ­Individual Practice   185 Dealing with the News Media   186 Public Relations and the Law   187 Defamation   188 • Avoiding Libel Suits 188 PR Casebook> Make It Work, People   189 Employee Communications   190 Product Publicity and Advertising   190  Employee Free Speech   190 Copyright Law   191 Fair Use Versus Infringement   192 Photography and Artwork   192 The Rights of Freelance Writers   193 Trademark Law   194 The Protection of Trademarks   194 Trademark Infringement   194 Misappropriation of Personality   195 Regulations by Government Agencies   196 The Federal Trade Commission   196 The Securities and Exchange Commission   197 Other Regulatory Agencies   198 Liability for Sponsored Events   198 Working with Lawyers   199 Summary   200 Questions for Review and Discussion   201 TACTICS | Financial Sector Targets Diverse Audiences, PRWeek   202   Reaching Diverse Audiences   204 The Nature of the Public Relations Audience   206 Age Group Audiences   209 Youth   209 • Baby Boomers   210 Seniors   210 Gender/Lifestyle Audiences   211 Women   211 Gays and Lesbians   213 Religious Groups   214 Ethnically Diverse Audiences   214 PR Casebook> Getting the Word  Out on Gay Tourism   215 Divesity Media   216 Hispanics   216 African Americans   218 Global Audiences   219 Matching the Audience with the Media   220 Print   220 Radio and Video   221 Television   221 Online Media   221 Social Media   222 Summary   224 Questions for Review and Discussion   225   The Internet and Social Media   226 The Internet Is Everywhere   228 Leveraging the Power of the Web  229 Interactivity   230 Cost-Effectiveness  231 Webcasts: Real-Time Interaction   232 The Rise of Social Media  233 Blogs: Everyone’s a Journalist   233 Corporate or Organizational Blogs   234 Employee Blogs   234 Third-Party Blogs  235 Making Friends on MySpace and Facebook  237 YouTube: Video Clips and Controversy  238 PR Casebook> Pizza Chain Responds to YouTube Video  239 Texting: A Way of Life  241 Wikis, Tweets, and Podcasts: Oh My!  241 The Next Generation: Web 3.0   243 Summary  244 Questions for Review and Discussion  245 TACTICS | Social Media Puts Fizz into Coke, Financial Times  246   Public Relations Tactics   248 News Releases   250 Is it Time for a News Release?   250 The Content of a News Release   251 Publicity Photos   252 Media Advisories, Fact Sheets, Media Kits, and Pitch Letters   253 PR Casebook> Doing Good for the World and for the Balance Sheet   255 Interviews with Journalists and News ­Conferences   256 Interviews   256 • News Conferences   256 Planning and Conducting a News Conference   257 The Press Party and the Media Tour   257 The Reach of Radio and Television   259 Radio   259 Audio News Releases   260 Public Service Announcements   260 Radio ­Media Tours   260 Television   261 Video News Releases   261 Satellite ­Media Tours   262 Personal Appearances   263 Talk Shows and Magazine Shows   263 Booking a Guest   263 Product Placements   264 Summary   266 Questions for Review and Discussion   267   Events and Promotions   268 A World Filled with Meetings and Events   270 Group Meetings   271 Meeting Location   271 Meeting Invitations   271 Getting the Meeting Started   272 Speakers   273 Meals   273 Banquets   274 Receptions and Cocktail Parties   276 Open Houses and Plant Tours   277 Conventions   278 Convention Planning   278 Convention Programs   279 Trade Shows   280 Exhibit Booths   280 Press Rooms and Media Relations   281 Promotional Events   283 Corporate Sponsorships: Another Kind of Event   283 Celebrity Appearances 284 Promotional Event Logistics   284 PR Casebook> When Going to the Restroom Is an Event   285 Summary   286 Questions for Review and Discussion   287 TACTICS | Dealing with Global Media Can Be Difficult, but if Done Correctly Brings Numerous Rewards, PRWeek   288   Global Public Relations   290 What Is Global Public Relations?   292 Public Relations Development in Other Nations   293 International Corporate Public Relations   295 Language and Cultural Differences   297 Foreign Corporations in the United States   298 PR Casebook> Romania Rehabilitates Its ­Image “Virtually”   299 Representing U.S. Corporations in Other ­Nations   300 Public Diplomacy   301 Foreign Public Diplomacy Efforts   302 The Rise of NGOs   304 Opportunities in International Work   304 Summary   306 Questions for Review and Discussion   307   Corporate Public Relations   308 Modern Corporations   310 The Role of Public Relations   311 Media Relations   312 Customer Relations   313 Consumer Activism   315 Consumer Boycotts   315 Employee Relations   316 Investor Relations   318 Marketing Communications   318 PR Casebook> Coors Brews a Community Relations Problem  319 Product Publicity   320 Cause-Related Marketing   321 Corporate Sponsorship  321 Viral Marketing   322 Environmental Relations   323 Corporate Philanthropy   324 Summary   326 Questions for Review and Discussion   327 TACTICS | The How-To of an Admission in the Steroid Era, The New York Times   328   Entertainment, Sports, and Tourism   330 Public Relations in Entertainment, Sports, and Tourism   332 The Entertainment Industry   332 The Personality Campaign   334 Conducting the Campaign   334 Promoting an Entertainment Event   336 The “Drip-Drip-Drip” Technique   336 The Movie Industry   337 Sports Publicity   338 PR Casebook> A Tiger in Trouble   341 Travel Promotion   342 Appeals to Target Audiences   343 Tourism in Times of Crisis   344 Summary   346 Questions for Review and Discussion   347   Government and Politics   348 Government Organizations   350 Basic Purposes of Government Public ­Relations   350 Public Information and Public Affairs   351 The Federal Government   352 The White House   352 Congress   353 Federal Agencies   353 PR Casebook> America’s Image Overseas   354 State Governments   357 Local Governments   358 Government Relations by Corporations   360 Lobbying   361 Pitfalls of Lobbying   362 Grassroots Lobbying   362 Election Campaigns   363 Summary   366 Questions for Review and Discussion   367 TACTICS | First 100 Days of the Obama ­Administration: PR Review, PRWeek   368   Nonprofit, Health, and Education   370 The Role of Public Relations in Nonprofit, Health, and Education Organizations   372 Competition, Conflict, and ­Cooperation in Nonprofit, Health, and ­Education Organizations   373 Fund-Raising   374 Motivations for Giving   374 Fund-Raising Methods   375 Membership Organizations   378 Professional Associations   378 Trade ­Associations   378 Labor Unions   379 Chambers of Commerce   379 Advocacy Groups   380 Activist Groups   380 Social Issue ­Organizations   380 PR Casebook> Advocacy Groups Face Off over Whole Foods CEO John Mackey’s ­Position on Healthcare   381 Social Service Organizations   382 Philanthropic Foundations  382 Cultural Organizations  383 Religious ­Organizations  383 Health Organizations   384 Health Campaigns: Strategies and Tactics  384 Educational Organizations   386 Colleges and Universities   386 Elementary and Secondary Schools   387 School Districts   387 Summary   388 Questions for Review and Discussion  389  

Reviews

Author Information

DENNIS L. WILCOX, Ph.D., is professor emeritus of public relations and past director of the School of Journalism and Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America (PRSA), former chair of the PRSA Educator’s Academy, and past chair of the public ­relations division of Association for Education in Journalism and Mass Communication (AEJMC). Dr. Wilcox has written six books, including being the lead author of Public Relations Strategies and Tactics and Public Relations Writing and Media Techniques. His honors include PRSA’s “Outstanding Educator,” the Xifra-Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest. He is active in the International Public Relations Association (IPRA) and a member of the Arthur W. Page Society, a group of senior communication executives. Dr. Wilcox regularly consults and gives lectures and workshops to students and professionals in a variety of nations.    GLEN T. CAMERON, Ph.D., is Gregory Chair in Journalism ­Research and founder of the Health Communication ­Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, award-­winning conference ­papers, and books on public relations topics. A popular lecturer internationally, Dr. Cameron has received the Baskett-Mosse and Pathfinder awards for ­career achievement. The University of ­Missouri honored him in 2006 with the 21st Century Corps of Discovery Lectureship, which is given once each year by a globally recognized campus scholar. Dr. Cameron’s ongoing public ­relations ­experience includes his management of more than $42 million in external funding of health public relations projects from sources such as the ­National Institutes of Health, the National Cancer Institute, Missouri Foundation for Health, the U.S. ­Department of Agriculture, the Centers for Disease Control and Prevention, the U.S Department of Defense, and Monsanto. Whenever he can, Dr. Cameron enjoys the rivers and mountains of his native Montana as well as wild spots around the world.   BRYAN H. REBER, Ph.D., is associate professor of public ­relations at the University of Georgia, Grady College of Journalism and Mass Communication. Dr. Reber teaches courses that offer an introduction to public relations, management, writing, and campaigns. On the graduate level, he teaches classes in topics including management, persuasion, campaign research, and public opinion. His research focuses on public relations theory, practice, pedagogy, and health communication and has been published in the Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Health Communication, Public Relations Review, and Journal of Broadcasting and Electronic Media. Dr. Reber regularly presents his research at national and international academic conferences. He is the co-author of two books: Gaining Influence in Public Relations and Public Relations ­Today: Managing Competition and Conflict. Dr. Reber worked for 15 years in public relations at Bethel College, Kansas. He has conducted research for the Sierra Club, Ketchum, and the Georgia Hospital Association, among ­others.   JAE-HWA SHIN, Ph.D., Mph., is associate professor in the School of Mass Communication and Journalism at the University of Southern Mississippi. Dr. Shin is widely recognized as a prolific researcher in the field of public relations and has ­actively participated in the emerging development of public relations theory. She co-authored Public Relations ­Today: Managing Conflict and Competition, a text that incorporates her research, teaching, and professional experience. In addition, she has published her research in peer-reviewed journals such as Public ­Relations Review, Journalism & Mass Communication Quarterly, Science Communication Journal, and Journal of Communication in Health Care. Dr. Shin is an active presenter at national and ­international conferences such as those sponsored by the ­International Communication Association, National Communication Association, and Association for Education in Journalism and Mass Communication. Prior to her teaching at the University of Southern Mississippi, she worked as the Public Relations Director for the Korea Economic Research Institute of the Federation of Korean Industries.

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