Public Relations Today: Managing Competition and Conflict
ISBN-10: 0-205-49210-X
ISBN-13: 978-0-205-49210-7
Published by Allyn & Bacon
© 2008
Pub. Date: Sep 24, 2007
Format: Paper
Description
Public Relations: Managing Competition and Conflict is an introductory book that provides the latest theories and practices in easy-to-understand terms, exploreing the role of competition and conflict in today’s modern public relations practice.
Public Relations takes a brief, conflict-based approach, combining the insights of public relations experts Dennis Wilcox and Glen Cameron with the fresh voices of two of the fastest rising stars of public relations education Bryan Reber and Jae-Hwa Shin. Using up-to-date real world examples, checklists, and summaries to explore the role of competition and conflict, this book provide a whole new departure from other introductory texts.
Public Relations: Managing Competition and Conflict is based on the idea that public relations is the management of competition and conflict on behalf of one’s client or organization and, if at all possible, the interests of the public that impact the organization. As such, the authors take an assertive approach, providing vigorous examples from the “real-world” of public relations that lend excitement to the profession for students. This book successfully merges theory and practice into a refreshing, easy-to-understand approach that will help the reader learn the basics of effective public relations practice.
Table of Contents
Preface
Chapter 1: What Is Public Relations
The Challenge of Public Relations
Global Scope
A Variety of Definitions
Public Relations as a Process
The Components of Public Relations
How Public Relations Differs from Journalism
Scope
Objectives
Audiences
Channels
How Public Relations Differs from Advertising
How Public Relations Differs from Marketing
How Public Relations Supports Marketing
Toward an Integrated Perspective: Strategic Communication
Careers in Public Relations
A Changing Focus in Public Relations
The Range of Public Relations Work
Personal Qualifications and Attitudes
Five Essential Abilities
The Value of Internships
Salaries in Public Relations
Entry-Level Salaries
Salaries of Experienced Professionals
Salaries of Women: The Gender Gap
The Value of Public Relations
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 2: Managing Competition and Conflict
A New Way of Thinking
The Role of Public Relations in Managing Conflict
It Depends: A System for Managing Conflict
It Depends: Two Basic Principles
A Matrix of Contingency Factors
The Contingency Continuum
The Conflict Management Life Cycle
Proactive Phase
Strategic Phase
Reactive Phase
Recovery Phase
Managing the Life Cycle
Issues Management
Strategic Positioning and Risk Communication
Crisis Management
Reputation Management
Déjà Vu — All Over Again
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 3: Public Relations: A Historical Perspective
A Brief History of Public Relations
Ancient Beginnings
Public Relations in Colonial America
The Age of the Press Agent
Settling the American West
The Rise of Politics and Activism
The Beginnings of Corporate Public Relations
Modern Public Relations Comes of Age
Public Relations Expands in Postwar America
Evolving Practice and Philosophy
Trends in Today’s Practice of Public Relations
Feminization of the Field
The Search for Diversity
Other Major Trends
A Growing Professional Practice
The Public Relations Society of America
The International Association of Business Communicators
The International Public Relations Association
Other Groups
Professionalism, Licensing, and Accreditation
Professionalism
Licensing
Accreditation
A Changing Profession
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 4: Today’s Practice: Departments and Firms
Public Relations Departments
Role in Various Organizational Structures
Names of Departments
Organization of Departments
Line and Staff Functions
Sources of Friction
The Trend Toward Outsourcing
Public Relations Firms
Services They Provide
Global Reach
The Rise of Communication Conglomerates
Structure of a Counseling Firm
Pros and Cons of Using a Public Relations Firm
Fees and Charges
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 5: The Public Relations Process
Research: The First Step
Defining the Research Role
Using Research
Research Techniques
Scientific Sampling
Reaching Respondents
Planning: The Second Step
Approaches to Planning
The Eight Elements of a Program Plan
Communication: The Third Step
The Goals of Communication
Receiving the Message
Paying Attention to the Message
Understanding the Message
Believing the Message
Remembering the Message
Acting on the Message
Evaluation: The Fourth Step
Objectives: A Prerequisite
Current Status of Measurement
Measurement of Production
Measurement of Message Exposure
Measurement of Audience Awareness
Measurement of Audience Attitudes
Measurement of Audience Action
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 6: Public Opinion and Persuasion
What Is Public Opinion?
The “Public” Embedded in Public Opinion
Opinion Leaders as Catalysts
Types of Leaders
The Flow of Opinion
The Role of Mass Media
Agenda Setting
Framing
Crucial Role of Conflict in Public Discourse
Persuasion: Pervasive in Our Profession
The Dominant View of Public Relations
The Uses of Persuasion
Persuasion and Negotiation
Factors in Persuasive Communication
Audience Analysis
Appeals to Self-Interest
Audience Participation
Suggestions for Action
Source Credibility
Clarity of Message
Content and Structure of Messages
Channels
Timing and Content
Reinforcement
Limitations of Persuasion
Lack of Message Penetration
Competing or Conflicting Messages
Self-Selection
Self-Perception
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 7: Ethics and the Law
What Are Ethics?
The Ethical Advocate
The Role of Professional Organizations
Professional Codes of Conduct
Ethics in Individual Practice
Ethical Dealings with the News Media
Gifts
Public Relations and the Law
Sampling of Legal Problems
Defamation
Avoiding Libel Suits
Fair Comment Defense
Protecting Employee Privacy
Employee Newsletters
Photo Releases
Product Publicity and Advertising
Media Inquiries about Employees
Copyright Law
Fair Use versus Infringement
Photography and Artwork
The Rights of Freelance Writers
Copyright Issues on the Internet
Copyright Guidelines
Trademark Law
Protection of Trademarks
Problem of Trademark Infringement
Misappropriation of Personality
Regulations by Government Agencies
Federal Trade Commission (FTC)
Securities and Exchange Commission (SEC)
Other Regulatory Agencies
Corporate/Employee Free Speech
Employee Free Speech
Liability for Special Events
Plant Tours and Open Houses
Promotional Events
Working with Lawyers
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 8: Reaching the Audience
Nature of the Public Relations Audience
Target Markets and Other Emerging Audiences
Seniors
Youth
Ethnic Audiences
Global Audiences
Other Emerging Audiences
Audience Characteristics
Matching the Audience with the Media
Print Media
Newspapers
Books
The Spoken and Visual Media
Radio
Television
Sponsored Films and Videotapes
Online Media
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 9: Tech Tools and Trends
The Communications Explosion
The Computer
The Internet
Internet and Public Relations
Key Aspects of the Internet
Internet Problems
Other Computer Applications
Dictation and Voice Generation
Expert Systems
Public Relations Management Tools
Processing of News Releases
Desktop Publishing
Mailing Lists
Online Conferences
Graphics, Design, and Photography
Fax Transmission
Satellite Transmissions
News Release Delivery
Video and Audio News Release Distribution
Teleconferencing
Webconferencing
Satellite Media Tours
Other Tools
Cell Phones
Personal Digital Assistants
Memory: The CD-R/RW, DVD, and Flash Memory
Blogs, Moblogs, and Vlogs
A Peek at Future Technologies
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 10: Public Relations Tactics
The News Release
Planning a News Release
The Format of a News Release
The Content of a News Release
Publicity Photos
Media Advisories and Fact Sheets
Media Kits
Pitch Letters
Newsletters and Magazines
Electronic Newsletters
E-zines on Intranets
Brochures
Reach of Radio and Television
Radio
Audio News Releases
Radio Public Service Announcements
Radio Media Tours
Television
Video News Releases
Satellite Media Tours
Personal Appearances
Talk Shows
Magazine Shows
Booking a Guest
Product Placements
Issues Placement
Other Forms of Placement
The World Wide Web
Podcasts
Weblogs
Media Interviews
Purpose and Objective
Print Differs from Broadcast
Know When to Say No
The Print Interview
Radio and Television Interviews
News Conferences
Planning and Conducting a News Conference
Preparing the Location
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 11: Global Public Relations
What Is Global Public Relations?
International Corporate Public Relations
The New Age of Global Marketing
Language and Cultural Differences
Representing Foreign Business in the United States
Representing U.S. Corporations in Other Nations
International Government Public Relations
Influencing Other Nations
U.S. Firms Working for Foreign Governments
The Rise of NGOs
Public Relations Development in Other Nations
Opportunities in International Work
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 12: Business, Entertainment, and Tourism
Today’s Modern Corporation
The Role of Public Relations
Media Relations
Customer Relations
Reaching Diverse Markets
Consumer Activism
Consumer Boycotts
Employee Relations
Layoffs and Outsourcing
Minorities in the Workforce
Investor Relations
Marketing Communications
Product Publicity
Cause-Related Marketing
Corporate Sponsorship
Environmental Relations
Corporate Philanthropy
The Entertainment Industry
The Practitioner’s Responsibility
Ethical Problems for Publicists
Conducting a Personality Campaign
Interview the Client
Prepare a Biography
Plan a Marketing Strategy
Conduct the Campaign
Record the Result
Promoting an Event
Publicity to Stimulate Ticket Sales
The “Drip-Drip-Drip” Technique
A Look at the Film Industry
Travel Promotion
Phases of Travel Promotion
Fear of Terrorism
Travel Business on the Internet
Appeals to Target Audiences
Times of Crisis
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
Chapter 13: Nonprofit, Education, and Government
The Role of Public Relations for Nonprofit, Education, and Government Organizations
Basic Purposes and Functions of Nonprofit, Education, and Government Public
Relations
Competition, Conflict, and Cooperation in Nonprofit, Education, and Government
Organizations
Membership Organizations
Professional Associations
Trade Groups
Labor Unions
Chambers of Commerce
Advocacy Groups
Activist Groups
Social Issue Organizations
Public Relations Strategies and Tactics
Social Service Organizations
Philanthropic Foundations
Cultural Organizations
Religious Organizations
Public Relations Strategies and Tactics
Fund-Raising
Health Groups
Hospitals
Health Agencies
Health Campaigns
Educational Organizations
Colleges and Universities
Serving their Publics
Government Organizations
Federal Government
State Government
Local Government
Public Affairs in Government
Government Relations
Lobbying
Election Campaigns
Summary
Case Activity: What Would You Do?
Questions for Review and Discussion
Selected Readings
