Summary: In a time when society is holding individuals and organizations to high standards of conduct, ''Public Relations: A Values-Driven Approach'' teaches students how to build ethical, productive relationships with strategic constituencies. Public relations careers; history of public relations; communication theory and public opinion; ethics and law; research and evaluation; public relations planning; public relations tactics; writing and presentation skills; communication technology; cri
sis communication; public relations and marketing; and cross-cultural communication. Introductory public relations
Summary: In a time when society is holding individuals and organizations to high standards of conduct, ''Public Relations: A Values-Driven Approach'' teaches students how to build ethical, productive relationships with strategic constituencies. Public relations careers; history of public relations; communication theory and public opinion; ethics and law; research and evaluation; public relations planning; public relations tactics; writing and presentation skills; communication technology; crisis communication; public relations and marketing; and cross-cultural communication. Introductory public relations ...show less
Edition/Copyright:4TH 09 Cover: Paperback Publisher:Allyn & Bacon, Inc. Year Published: 2009 International: No
View 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 Relati
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