Public Relations

Engagement. Conversation. Influence. Transparency. Trust.

Public Relations, Second Edition, 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 this text the new standard for introductory public relations courses.

Tom Kelleher is Professor and Associate Dean for Graduate Studies and Research in the College of Journalism and Communications at the University of Florida. Kelleher has worked in university relations at the University of Florida; science communication at NASA in Huntsville, Alabama; and agency public relations at Ketchum in Atlanta.

Each chapter ends with a Summary and Discussion Questions.
Preface
About the Author
SECTION I. FOUNDATIONS
CHAPTER 1. PRINCIPLED PUBLIC RELATIONS
Defining Public Relations
Textbook Definitions
CASE STUDY: "HOLD THE FIASCO, PLEASE"
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
CASE STUDY: "HOW CROCK-POT FOUGHT FIRE BY KEEPING ITS COOL"
Realize the Company's True Character Is Expressed by Its People
Why Ethics Matter
Reasons for Studying Ethics
Competing Duties
A Guide for Ethical 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)
CHAPTER 2. PUBLIC RELATIONS MODELS THROUGH THE AGES
Public Relations Models in History
Press Agentry/Publicity
Public Information
CASE STUDY: A TALL ORDER: GAINING ATTENTION IN THE MARKETPLACE OF IDEAS
CASE STUDY: EDWARD BERNAYS' "TORCHES OF FREEDOM"
Two-Way Asymmetrical Communication
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)
CHAPTER 3. CONVERGENCE AND INTEGRATED COMMUNICATION
Covergence
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 and Data Protection
IN CASE YOU MISSED IT (ICYMI)
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
CASE STUDY: PUTTING MONEY WHERE THEIR MISSION IS: MEDTRONIC REBUILDS AFTER HURRICANE MARIA
Investor Relations
Issues-Driven Relationships
Nonprofit Organizations
When Publics Are Organizations and Organizations Are Publics
VOICES FROM THE FIELD: ROB CLARK
Ethics: Corporate Social Responsibility and Loyalty
CASE STUDY: COCA-COLA AND CORPORATE SOCIAL RESPONSIBILITY
IN CASE YOU MISSED IT (ICYMI)
SECTION II. STRATEGY
CHAPTER 5. RESEARCH
Research in the RPIE Cycle
Formative Research
Summative Research
Situation Analysis
Situation Research
Organization Research
Publics Research
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 Infomal Research
Reliability and Validity
Trade-offs in Research Design
VOICES FROM THE FIELD: MEGAN KINDELAN
Ethics: Doing the Greatest Good for the Greatest Number of People
IN CASE YOU MISSED IT (ICYMI)
CHAPTER 6. PLANNING
A Hierachy 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
Specific
Measurable
Attainable
Relevant
Time-bound
Outputs, outcomes and impacts
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: NATALIE ASOREY
Ethics: Beware of Zombies; Enhance 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)
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: PUPPIES AS PUBLICS? BARKBOX MARKS ITS TERRITORY ACROSS OWNED, PAID, SHARED AND EARNED MEDIA
VOICES FROM THE FIELD: ROSANNA M. FISKE
Ethics: Loyalty and Diversity in Communication and Action
CASE STUDY: DOING GOOD BY DOING WELL: KIMBERLY-CLARK'S EFFORTS TO PROMOTE DIVERSITY
IN CASE YOU MISSED IT (ICYMI)
CHAPTER 8. EVALUATION
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
CASE STUDY: GILLETTE'S "WE BELIEVE" CAMPAIGN GAUGED BY MORE THAN JUST NUMBERS
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
Measuring the Right Outcomes
VOICES FROM THE FIELD: TINA MCCORKINDALE
Ethics: Independence
IN CASE YOU MISSED IT (ICYMI)
SECTION III. TACTICS
CHAPTER 9. WRITING
Five Reasons to Write Well in Public Relations
Relationships
Influence and Persuasion
Goals and Objectives
Reputation Management
Impression Management
Storytelling
CASE STUDY: A VIRTUOUS (BI)CYCLE: HOW THE WORLD BICYCLE RELIEF ORGANIZATION TELLS STORIES WITH PURPOSE
Features
CASE STUDY: THE GOAT'S SURF RANCH: HOW A FEATURE STORY HELPED BUILD A WAVE OF INTEREST IN A NEW BUSINESS VENTURE
News
Writing for Intermediaries
Writing for News Media
Writing for Social Media
Writing for Search Engines
Business Writing
VOICES FROM THE FIELD: CORNELIUS FOOTE
Ethics: Expertise and Writing for Mutual Understanding
CASE STUDY: WORDS MATTER: A STRANGE CHOICE FOR AN AGENCY NAME
IN CASE YOU MISSED IT (ICYMI)
CHAPTER 10. SOCIAL MEDIA AND MOBILE
Mobile First
Ubiquitous
Social
Personal
Local
CASE STUDY: BURGER KING USES MOBILE APP TO TROLL COMPETITORS
Uses and Gratifications of Media
Social and Visual Listening
What Is Social Listening?
What Is Visual Listening?
What Are the Benefits of Social and Visual Listening?
How Do You Conduct a Social Listening Search?
Creating Engaging Content
Text
Images
Video
Curated Content
Building Relationships and Community
Community Management
Influencer and Advocate Engagement
CASE STUDY: MILLIONS SHARE THEIR MICKEY MOUSE EARS FOR CHARITY
VOICES FROM THE FIELD: SHANE SANTIAGO
Ethics: Privacy and Safeguarding Confidences
IN CASE YOU MISSED IT (ICYMI)
SECTION IV. CONTEXTS
Chapter 11. Legal
International Legal Contexts
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
Intellectual Property Issues
Public Information and the Freedom of Information Act
Protecting Publics
Safety and Accuracy
Financial Information
CASE STUDY: TESLA CEO AND FEDERAL REGULATORS GET INTO A TIFF OVER FREE SPEECH
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)
CHAPTER 12. ISSUES AND CRISES
Managing Conflict
CASE STUDY: IS THE CUSTOMER ALWAYS RIGHT? . . . A BIG WIN FOR LITTLE ITALY
Managing Issues
CASE STUDY: THE ISSUE LIFE CYCLE OF VOLKSWAGEN'S "DIESELGATE"
Proactive Issues Management
1. Monitoring
2. Identification
3. Prioritization
4. Analysis
5. Strategic Planning
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: MR. ZUCKERBERG GOES TO WASHINGTON
Social Media and Crises
VOICES FROM THE FIELD: BARRY FINKELSTEIN
Ethics: Conflicts of Interest
IN CASE YOU MISSED IT (ICYMI)
CHAPTER 13. GLOBAL
Public Relations and Culture
Low-Context Versus High-Context Communication
Cultural Dimensions
CASE STUDY: VICK'S REDEFINES "CARE" DESPITE CULTURAL PREJUDICE
Cultural Intelligence
International Public Relations
Environmental Variables
CASE STUDY: MASTERCARD'S WORLD CUP CAMPAIGN GETS A RED CARD
Public Diplomacy
VOICES FROM THE FIELD: PATRICK FORD
Ethics: Dialogic Ethics
IN CASE YOU MISSED IT (ICYMI)
CHAPTER 14. CAREERS
Personal Branding
Strategic
Positive
Promising
Person-Centric
Artifactual
Internships and Projects
Employers
Agencies
Corporations
Nonprofits and NGOs
Government
Self-Employment and Small Business
Areas of Specialization
Health
Sports and Entertainment
Political and Public Affairs
Financial and Entrepreneurial
Consumer
International
Education and Continued Learning
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)
Appendices
Notes
Glossary
Credits
Name Index
Subject Index