THINK Public Relations

-- THINK Currency.  THINK Relevancy.  THINK Public Relations.   The engaging visual design of THINK Public Relations provides an introduction to the field of public relations that successfully blends theory and practice in an easy-to-read format.  Students are introduced to exciting and innovative public relations campaign examples in the contract of relevant theory and core concepts that they will need to succeed in the world of public relations. The authors offer a practical approach to the study of public relations and emphasize competition and conflict management, while providing a concise, comprehensive overview of the profession.   A better teaching and learning experience This program will provide a better teaching and learning experience—for you and your students.  Here’s how: Improve Critical Thinking—Questions and cases throughout the text encourage students to think critically about public relations topics. Engage Students—An appealing visual design and real-world applications engage students in the material. Apply Ethics— Feature boxes introduce readers to the important ethical and legal issues facing public relations practitioners today.  

Table of Contents:
In this Section: Brief Table of Contents Full Table of Contents 1) Brief Table of Contents Chapter 1: What is Public Relations? Chapter 2: Careers in Public Relations Chapter 3: The Growth of a Profession Chapter 4: Today's Practice: Departments and Firms Chapter 5: Research and Campaign Planning Chapter 6: Communication and Measurement Chapter 7: Public Opinion and Persuasion Chapter 8: Managing Competition and Conflict Chapter 9: Ethics and the Law Chapter 10: Reaching Diverse Audiences Chapter 11: The Mass Media Chapter 12: The Internet and Social Media Chapter 13: Events and Promotions Chapter 14: Global Public Relations Chapter 15: Corporate Public Relations Chapter 16: Entertainment, Sports, and Tourism Chapter 17: Government and Politics Chapter 18: Nonprofit, Health, and Education 2) Full Table of Contents Chapter 1: What is Public Relations? Challenge of Public Relations Global Scope A Variety of Definitions PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of “Junk” Food Public Relations as a Process The Components of Public Relations Social Media in Action: Beware of Bamboozling Blogger How Public Relations Differs from Journalism How Public Relations Differs from Advertising How Public Relations Differs from Marketing Toward an Integrated Perspective: Strategic Communication Summary Questions for Review and Discussion Tactics Chapter 2: Careers in Public Relations A Changing Focus in Public Relations Personal Qualifications and Attitudes PR Casebook: My Summer as a New York Fashion Intern Organizational Roles Social Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers The Value of Internships Salaries in Public Relations The Value of Public Relations Summary Questions for Review and Discussion Chapter 3: The Growth of a Profession A Brief History of Public Relations PR Casebook: Lee advises Rockefeller and the Coal Industry Trends in Today's Practice of Public Relations Social Media in Action: Diversity Shows Up in Social Media Use A Growing Professional Practice Professionalism, Licensing, and Accreditation Summary Questions for Review and Discussion Tactics Chapter 4: Today's Practice: Departments and Firms Public Relations Departments The Trend Toward Outsourcing Public Relations Firms Social Media in Action Firms Tweet to Self-Promote PR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championship Summary Questions for Review and Discussion Chapter 5: Research and Campaign Planning The Four Essential Steps of Effective Public Relations Research: The First Step Social Media in Action: Measuring Social Media Research Methods Planning: The Second Step PR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer Research Summary Questions for Review and Discussion Tactics Chapter 6: Communication and Measurement Communication: The Third Step Social Media in Action: Facebook Friends = Brain Power? Measurement: The Fourth Step Measurement of Message Exposure Measurement of Audience Awareness, Attitudes and Action PR Casebook: “Don’t be That Guy” Campaign Fights Binge Drinking Summary Questions for Review and Discussion Chapter 7: Public Opinion and Persuasion What Is Public Opinion? Opinion Leaders as Catalysts The Role of Mass Media The Role of Conflict PR Casebook: Handguns in America Persuasion in Public Opinion Social Media in Action: Persuading Citizens to Join the U.S. Army Factors in Persuasive Communication The Limits of Persuasion Summary Questions for Review and Discussion Tactics Chapter 8: Managing Competition and Conflict A New Way of Thinking: Conflict and Competition The Role of Public Relations in Managing Conflict It Depends: Factors That Affect Conflict Management PR Casebook: Free Silva The Conflict Management Life Cycle Managing the Life Cycle of a Conflict Social Media in Action: Social Media and the BP Oil Spill Crisis Summary Questions for Review and Discussion Chapter 9: Ethics and the Law What Is Ethics? Professional Guidelines Dealing with the News Media Public Relations and the Law PR Casebook: Facebook Campaign Raises an Ethical Ruckus Employee Communications Social Media in Action: Challenges Arise in Social Media Regulation Copyright Law Fair Use Versus Infringement Trademark Law Regulations by Government Agencies Liability for Sponsored Events Working with Lawyers Summary Questions for Review and Discussion Tactics Chapter 10: Reaching Diverse Audiences The Nature of the Public Relations Audience Age Group Audiences PR Casebook: Reaching Emerging Youth and Male Audiences Gender/Lifestyle Audiences Social Media in Action: A Comfortable Discussion or Too Much Information? Ethnically Diverse Audiences Global Audiences Matching the Audience with the Media Summary Questions for Review and Discussion Chapter 11: The Mass Media News Releases Media Advisories, Fact Sheets, Media Kits, and Pitch Letters PR Casebook: Saving the Arctic with Iconic Brand Mascots Interviews with Journalists and News Conferences The Media Party and the Media Tour The Reach of Radio and Television Social Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSA Summary Questions for Review and Discussion Chapter 12: The Internet and Social Media The Internet Leveraging the Power of the Internet Webcasts, Podcasts, and Wikis Social Media PR Casebook: American Airlines Soars and Penn State Crashes The Rising Tide of Mobile-Enabled Content Social Media in Action: On Campus and In the Kitchen Summary Questions for Review and Discussion Tactics Chapter 13: Events and Promotions A World Filled with Meetings and Events Group Meetings Banquets PR Casebook: Cars and Comedy Benefit Boys and Girls Clubs Receptions and Cocktail Parties Open Houses and Plant Tours Conventions Trade Shows Social Media in Action: Are You A Mayor? Promotional Events Summary Questions for Review and Discussion Chapter 14: Global Public Relations What Is Global Public Relations? Public Relations Development in Other Nations International Corporate Public Relations Social Media in Action: Making the Most of Social Networks Around the World Representing U.S. Corporations in Other Nations PR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for Coke Public Diplomacy The Rise of NGOs Opportunities in International Work Summary Questions for Review and Discussion Tactics Chapter 15: Corporate Public Relations Managing Corporate Reputations Media Relations Customer Relations Social Media in Action: LinkedIn as a Public Relations Tactic? Employee Relations Investor Relations Marketing Communications PR Casebook: Macy's Strives to Activate Millennials Environmental Relations Corporate Philanthropy Summary Questions for Review and Discussion Chapter 16: Entertainment, Sports, and Tourism Public Relations in Entertainment, Sports, and Tourism Promoting a Personality Social Media in Action: Celebrities Thrive or Crash in 140 Characters Promoting an Entertainment Event Sports Publicity PR Casebook: Racing Sausages Win Fans’ Hearts Travel Promotion Summary Questions for Review and Discussion Tactics Chapter 17: Government and Politics Government Public Relations Public Information and Public Affairs The Federal Government State Governments Local Governments Government Relations by Corporations PR Casebook: A Short History of Government Efforts to Promote Nutrition Lobbying Election Campaigns Social Media in Action: Seeing the Light: Social Media in Politics Summary Questions for Review and Discussion Chapter 18: Nonprofit, Health, and Education The Role of Public Relations in Nonprofit, Health, and Education Organizations Fund-Raising Membership Organizations Advocacy Groups PR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackey's Position on Healthcare Social Service Organizations Health Organizations Educational Organizations Summary Questions for Review and Discussion Tactics

About the Author :
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.   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.   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.   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 recognised 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.