Public Relations

Engagement. Conversation. Influence. Transparency. Trust. Public Relations presents a clear, engaging and contemporary picture of public relations principles while seamlessly integrating technical and cultural shifts brought about by the rise of social media. Both its professional relevance and digital savvy make Public Relations the new standard for introductory public relations courses.

Distinctive Features

* Extended case studies in every chapter show students how to apply the chapter's core concepts

* Ethics--including coverage of the six provisions in the Public Relations Society of America Code of Ethics--are discussed in every chapter

* "In Case You Missed It" (ICYMI) boxes at the end of each chapter summarize practical tips, including important guidelines for social media use

* Learning outcomes are aligned with the Universal Accreditation Board's competencies to ensure that the text is professionally relevant

* Each chapter includes a "Voices from the Field" Q&A with a scholar, practitioner or social media influencer

Tom Kelleher is Professor and Chair of the Department of Advertising at the University of Florida. Kelleher has published in many scholarly journals including Public Relations Review, Journal of Public Relations Research, and Journal of Communication.

SECTION 1: FOUNDATIONS


Chapter 1: Principled Public Relations

Defining Public Relations
Textbook Definitions
Crowdsourcing a Definition
Principled Public Relations Management
Tell the Truth
Prove It with Action
Listen to the Customer
Manage for Tomorrow
Conduct Public Relations as if the Whole Company Depends on It
Remain Calm, Patient and Good-Humored
Realize the Company's True Character Is Expressed by Its People
Ethics
Reasons for Studying Ethics
Competing Duties
A Guide for Decision-Making
Case Study: "Tweeting Under False Circumstances"
Voices From The Field: Kathy Fitzpatrick
Codes of Ethics
Criticisms of Codes
Advantages of Codes
Professional Associations
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Chapter 2: Public Relations Models Through The Ages

Public Relations Models in History
Press Agentry/Publicity
Case Study: The Reality of"The Situation": Gaining Attention in the Marketplace ofIdeas
Public Information
Two-Way Asymmetrical Communication
Case Study: Edward Bernays' "Torches Of Freedom"
Two-Way Symmetrical Communication
A Broader Social History of Public Relations
Religion
Education
Politics And Government
Major Motivations for Public Relations
Recruitment
Legitimacy
Agitation
Advocacy
Profit
Voices From The Field: Karen Miller Russell
Ethics: Transparency, Objectivity and Advocacy
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Chapter 3: Convergence and Integrated Communication

Convergence
Technological Convergence
Cultural Convergence
Economic Convergence
Professional Convergence
Divergence
Advertising
Marketing
Integration
Integrated Marketing Communication
Hybrid Functions
Case Study: Red Bull's Content Marketing Strategy
How Public Relations Is Different at its Core
Organization (Beyond Offerings)
Publics (Beyond Audiences)
Relationships (Beyond Sales)
Voices From The Field: Bill Imada
Ethics: Free Flow Of Information
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Chapter 4: Relationship Management

Managing Relationships
Taking Care of Relationships
Key Outcomes of Relationships
News-Driven Relationships
Media Relations
Pitching
Commerce-Driven Relationships
B2C
B2B
Employee Relations
Investor Relations
Issue-Driven Relationships
Nonprofit Organizations
When Publics Are Organizations and Organizations Are Publics
Ethics: Corporate Social Responsibility and Loyalty
Voices From The Field: Heather Harder
Case Study: Coca-Cola And Corporate Social Responsibility
In Case You Missed It (ICYMI)
Summary
Discussion Questions


SECTION II: STRATEGY


Chapter 5: Research

Research in the RPIE Cycle
Formative Research
Summative Research
Situation
Organization
Publics
Case Study: Applying the Situational Theory of Publics: Net Neutrality
Quantitative Research
Surveys
Experiments
Content Analysis
Qualitative Research
Interviews
Focus Groups
Direct Observation
Secondary and Primary Research
Formal and Informal Research
Voices From The Field: Sarab Kochhar
Ethics: Utilitarianism
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Chapter 6: Planning

A Hierarchy Of Outcomes
Tuning In
Attending
Liking
Comprehending
Learning
Agreeing
Remembering
Acting
Proselytizing
Using Mcguire's Hierarchy of Effects for Planning
Strategic Planning
Case Study: Global Handwashing Day: Goals, Objectives and Outcomes
Timelines
Formative Research
Client/Management Meetings
Action and Communication Tactics
Production of Media and Communication Materials
Events
Evaluation
Budgets
Personnel
Administrative Costs and Supplies
Media and Communication Expenses
Voices From The Field: Brad Horn
Ethics: Beware of Zombies; Enhancing the Profession
Define the Specific Issue/Conflict
Identify Internal/External Factors
Identify Key Values
Identify the Parties Involved
Select Ethical Principles
Make a Decision and Justify It
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Chapter 7: Implementation

Taking Action
Case Study: Pulled Pork: Chipotle's Challenge to Act on its Principles
Choosing Channels
Controlled and Uncontrolled Media
Owned, Paid, Shared and Earned Media
Owned Media
Paid Media
Shared Media
Earned Media
Mixed Media
Case Study: The Magic Mix: Dell's Integration of Owned, Paid, Shared and Earned Media
Ethics: Loyalty And Diversity
Voices From The Field: Rosanna M. Fiske
Case Study: Doing Good by Doing Well: Kimberly-Clark's Efforts to Promote Diversity
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Chapter 8: Evaluation

Old and New Methods
Message Testing
Focus Groups
Readability Tests
Experiments
Media Monitoring Services
Metrics, Analytics and Data
Tracking Visitor Behavior
Segmenting Referring Sources
Parsing Big Data
Barcelona Principles
Principle 1: Goal Setting and Measurement Are Fundamental
Principle 2: Measuring Communication Outcomes Is Recommended
Principle 3: The Effect on Organizational Performance Should Be Measured
Principle 4: Measurement and Evaluation Require Both Qualitative and Quantitative Methods
Principle 5: Advertising Value Equivalencies Are Not the Value of Communications
Principle 6: Social Media Should Be Measured Consistently with Other Media Channels
Principle 7: Measurement and Evaluation Should Be Transparent, Consistent and Valid
Case Study: The Barcelona Principles: Somebody Had to Do It
Measuring The Right Outcomes
Ethics: Independence
Voices From The Field: Michelle Hinson
In Case You Missed It (ICYMI)
Summary
Discussion Questions


SECTION III: TACTICS


Chapter 9: Writing

Five Reasons to Write Well in Public Relations
Relationships
Influenceand Persuasion
Goals and Objectives
Reputation Management
Impression Management
Storytelling
Case Study: Telling the NCAA's Story--One Athlete at a Time
Features
Case Study: Godzilla Earns Citizenship; Shinjuku Earns Publicity
News
Writing for Intermediaries
Writing for News Media
Writing for Social Media
Writing for Search Engines
Business Writing
Ethics: Expertise and Writing for Mutual Understanding
Voices From The Field: Cornelius Foote
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Chapter 10: Multimedia and Mobile

Multimedia
Text
Texting, Tweeting and Pitching
Infographics
Captions and Subtitles
Images
Case Study: The Nba Gets in the Snapchat Game Early
Creating Your Own Images
Hiring Photographers and Using Others' Images
Audio
Radio Is Still Huge
Can Audio Go Viral?
Audio in the Multimedia Mix
Video
Producing Videos Yourself
Hiring Experts
Mobile
Social
Personal
Local
Snackable
Case Study: Snack Attack: An Iconic American Brand Faces Fallout for Going Digital
Uses and Gratifications of Media
Ethics: Privacy And Safeguarding Confidences
Voices From The Field: Shane Santiago
In Case You Missed It (ICYMI)
Summary
Discussion Questions


SECTION IV: CONTENTS


Chapter 11: Legal

The First Amendment
Case Study: Amazon V. NYT: A Case in the Court of Public Opinion
Defamation
Intellectual Property
Copyright, Trademarks and Patents
Plagiarism
Fair Use
Digital Age Intellectual Property Issues
Public Information and The Freedom of Information Act
Protecting Publics
Safety and Accuracy
Financial Information
Privacy
Intrusion into Seclusion
Appropriation of Likeness or Identity
Public Disclosure of Private Facts
Portrayal in a False Light
Voices From The Field: Cayce Myers
Ethics: Safeguarding Confidences--Who Owns Your Social Networks?
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Chapter 12: Issues and Crises

Managing Conflict
Case Study: Is the Customer Always Right?...A Big Win for Little Italy
Managing Issues
Issues Life Cycle
Case Study: The Issue Lifecycle of vVolkswagen's Dieselgate
Proactive Issues Management
1. Monitoring
2. Identification
3. Prioritization
4. Analysis
5. Strategy Decision
6. Implementation
7. Evaluation
Crisis Types
Victim Crises
Accident Crises
Preventable Crises
Crisis Response Strategies
Deny Strategies
Diminish Strategies
Rebuild Strategies
Reinforce Strategies
Case Study: Bolstering to #Staystrong in the Fight Against Cancer
Social Media and Crises
Voices From The Field: Barry Finkelstein
Ethics: Conflicts of Interest
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Chapter 13: Global

Digital Divides--At Home and Abroad
Case Study: One Laptop Per Child
Public Relations and Culture
Intercultural Public Relations
Case Study: Intercultural Communication and Potty Talk
Low-Context Versus High-Context Communication
Cultural Dimensions
Cultural Intelligence
International Public Relations
Public Diplomacy
Voices From The Field: Guy Golan
Ethics: Dialogic Ethics
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Chapter 14: Careers

Employers
Agencies
Corporations
Nonprofits and NGOs
Government
Self-Employment and Small Business
Areas of Specialization
Health
Public Relations Careers: Public Relations Specialist
Sports and Entertainment
Political and Public Affairs
Financial and Entrepreneurial
Public Relations Careers: Community Affairs Manager
Consumer
Public Relations Careers: Associate, Communication & Public Affairs
Public Relations Careers: Investor Relations Coordinator
Public Relations Careers: Social Media Communications Specialist
Public Relations Careers: Communications and Campaign Manager
International
Education and Continued Learning
Career Tracks and Roles
Case Study: Ceo Versus New Hire. Who Wins?
Voices From The Field: Krislyn Hashimoto
Ethics: Competition, Loyalty and Job Changes
In Case You Missed It (ICYMI)
Summary
Discussion Questions

Appendix A: Universal Accreditation Board Competencies
Appendix B: PRSA Code of Ethics
Appendix C: The "IPRA Code of Conduct"
Appendix D: IPR Ethical Standards And Guidelines for Public Relations Research and Measurement
Notes
Glossary
Credits
Author Index
Subject Index