Public Relations: A Values-Driven Approach

In a time when society is holding individuals and organizations to high standards of conduct, Public Relations: A Values-Driven Approach addresses how to build ethical, productive relationships with strategic constituencies. This book provides an introduction to the dynamic, growing, and honorable profession of public relations as it relates to a broader social context. Grounded in public relations theory and traditions, Public Relations: A Values-Driven Approach appeals to readers through lively anecdotes, an informal writing style, and a very reasonable price. Each chapter helps the reader understand how public relations activities reflect and affect an organization's core values.

Table of Contents:
Preface   About the Authors   Section 1: Foundations of Public Relations   CHAPTER 1: What Is Public Relations? Public Relations: Everywhere You Look A Profession Gaining in Respect Why a Public Relations Career? The Public Relations Process The Role of Values in Public Relations Values-Driven Public Relations Memo from the Field: Judith T. Phair, Advantage Communication   CHAPTER 2: Jobs in Public Relations Where the Jobs Are Public Relations Activities and Duties Working Conditions and Salaries What’s Important in a Job? Memo from the Field: John Echeveste, Valencia Perez & Echeveste Public Relations   CHAPTER 3: A Brief History of Public Relations Why History Is Important to You Premodern Public Relations The Seedbed Years War and Propaganda The Postwar Boom The Downsizing of the United States The New Millennium Memo from the Field: Edward M. Block   CHAPTER 4: The Publics in Public Relations What Is a Public? The Publics in Public Relations What Do We Need to Know about Each Public? The Traditional Publics in Public Relations Memo from the Field: David A. Narsavage, The Aker Partners, Inc.   CHAPTER 5: Communication Theory and Public Opinion The Power of Public Opinion A Communication Model Mass Communication Theories Motivation Persuasion and Public Opinion Memo from the Field: Jane Hazel, Health Canada   CHAPTER 6: Ethics and Social Responsibility in Public Relations What Are Ethics? Objectivity versus Advocacy: A Misleading Ethics Debate Challenges to Ethical Behavior The Rewards of Ethical Behavior Trust and Corporate Social Responsibility Beyond CSR: Strengthening Ethical Behavior Memo from the Field: Carol Cone, Cone, Inc.   SECTION 2: THE PUBLIC RELATIONS PROCESS   CHAPTER 7: Research and Evaluation For Love or Money? The Value of Research and Evaluation Developing a Research Strategy: What Do I Want to Know? Developing a Research Strategy: How Will I Gather Information? Survey Research   Analyzing Survey Results Memo from the Field: Dr. David B. Rockland, Ketchum   CHAPTER 8: Planning: The Strategies of Public Relations The Basics of Values-Driven Planning Different Kinds of Public Relations Plans Why Do We Plan? How Do We Plan? Expanding a Plan into a Proposal Qualities of a Good Plan Memo from the Field: Timothy S. Brown, Delmarva Power/Atlantic City Electric   CHAPTER 9: Communication: The Tactics of Public Relations Tactics, Fun, and Values Tactics as Messages and Channels Tactics and Traditional Publics Accomplishing the Tactics Memo from the Field: Deborah Charnes Vallejo, Bromley Communications   CHAPTER 10: Writing and Presentation Skills The Importance of Writing and Presentation Skills A Context for Public Relations Writing The Writing Process Writing for the Ear Writing for the Web The Process of Successful Presentations Memo from the Field: Regina Lynch-Hudson, The Write Publicist   CHAPTER 11: Cyber-Relations in the Digital Age It’s All About You The Digital Revolution Why New Isn’t Always Better Memo from the Field: Craig Settles, Successful.com   SECTION 3: PUBLIC RELATIONS TODAY AND TOMORROW   CHAPTER 12: Crisis Communications The Storm Before the Storm The Anatomy of a Crisis Crisis Communications Planning Crisis Planning Ethics Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department   CHAPTER 13: Public Relations and Marketing Public Relations and Marketing The Impact of Consumer-Focused Marketing on Public Relations A Closer Look at Marketing A Closer Look at IMC How IMC Works Problems with 21st-Century Marketing Memo from the Field: Vin Cipolla, National Park Foundation   CHAPTER 14: Cross-Cultural Communication Cultures: Realities and Definitions Cultural Attributes Cross-Cultural Communication: Definitions and Dangers Achieving Successful Cross-Cultural Public Relations: A Process Memo from the Field: Bill Imada, IW Group   CHAPTER 15: Public Relations and the Law The Statue of Responsibility Public Relations and the First Amendment Federal Agencies That Regulate Speech Libel Privacy Copyright Litigation Public Relations Memo from the Field: James F. Haggerty, The PR Consulting Group, Inc.   CHAPTER 16: Your Future in Public Relations What’s Next? Social Forces and Public Relations Where Public Relations Is Headed Your Future in Public Relations Memo from the Field: Kevin J. Saghy, National President, PRSSA   APPENDIX: Public Relations Society of America Member Code of Ethics    Glossary   Index