Public Relations: The Profession and the Practice (4th edition)

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Download Public Relations: The Profession and the Practice (4th edition) written by Dan Lattimore, Otis Baskin, Suzette Heiman, Elizabeth Toth in PDF format. This book is under the category Marketing and bearing the isbn/isbn13 number 73512052/9780073512051. You may reffer the table below for additional details of the book.

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Specifications

book-author

Dan Lattimore, Otis Baskin, Suzette Heiman, Elizabeth Toth

publisher

Mcgraw Humanities – Social Sciences; 4th edition

file-type

PDF

pages

432 pages

language

English

asin

B006U0VT5Y

isbn10

73512052

isbn13

9780073512051


Book Description

Public Relations: The Profession and the Practice; 4th edition; (PDF) has coverage of global markets; multiculturalism; new technologies; and the latest news about public relations in action make this dynamic textbook the cutting-edge choice for public relations courses. In a jargon-free and a personal style; this ebook explains and presents the fundamental tools of public relations practice; providing a multi-disciplinary understanding of the emerging trends within the field; with spotlights on people and issues of interest to college students.

NOTE: This sale only includes Public Relations: The Profession and the Practice 4e PDF etextbook. No online access codes included.

P.S we also have Public Relations: The Profession and the Practice (4th edition) testbank; instructor manual and other resources for sale. Contact for more info.

 

Additional information

book-author

Dan Lattimore, Otis Baskin, Suzette Heiman, Elizabeth Toth

publisher

Mcgraw Humanities – Social Sciences; 4th edition

file-type

PDF

pages

432 pages

language

English

asin

B006U0VT5Y

isbn10

73512052

isbn13

9780073512051

Table of contents


Table of contents :
Cover Page……Page 1
Title Page……Page 2
Copyright……Page 3
Brief Contents……Page 4
Contents……Page 6
Preface……Page 14
About the Authors……Page 19
PART ONE The Profession……Page 22
1 The Nature of Public Relations……Page 23
PREVIEW……Page 24
Public Relations Practitioners’ Work……Page 25
INFLUENCING GROUPS, POLICIES, AND ISSUES……Page 26
THE PUBLICS IN PUBLIC RELATIONS……Page 27
PUBLIC RELATIONS PROFESSIONALS AT WORK……Page 28
Public Relations Leaders and Decision Making……Page 31
CRISIS COMMUNICATION……Page 33
Mini-Case 1.1: Crisis Management: Chinese Toys Found to Be Fatal for Kids……Page 34
SOCIAL MEDIA……Page 35
PUBLIC RELATIONS AND GLOBAL MARKETS……Page 36
THE CHANGING INSTITUTION OF PUBLIC RELATIONS……Page 37
Changing Organizational Structures and Settings……Page 38
THE SCOPE OF THE PUBLIC RELATIONS INDUSTRY……Page 40
Salaries……Page 41
Age and Gender……Page 42
KEY TERMS……Page 43
NOTES……Page 44
2 The History of Public Relations……Page 45
PREVIEW……Page 46
American Antecedents to Public Rela……Page 47
Public Relations in a Young Nation……Page 48
JOURNALISTIC AND PUBLICITY TRADITION……Page 49
Early Public Relations Consultants……Page 50
Early Corporate Communications Departments……Page 52
The Creel Committee……Page 53
Arthur Page……Page 54
Post–World War II……Page 56
Spotlight 2.1: Public Relations Pioneers……Page 57
Harold Burson……Page 59
Moss Kendrix……Page 60
Professionalization of the Field……Page 61
New Stakeholder Groups……Page 63
THE GLOBAL INFORMATION SOCIETY……Page 64
The Internet to Social Media……Page 65
Case Study: Wreck on the Pennsylvania Railroad, 1906……Page 66
NOTES……Page 68
3 A Theoretical Basis for Public Relations……Page 71
PREVIEW……Page 72
Systems Theory……Page 73
Spotlight 3.1: Pat Jackson’s Lasting Contribution to Public Relations……Page 74
Situational Theory……Page 75
Spotlight 3.2: James E. Grunig……Page 76
Social Exchange Theory……Page 77
Mini-Case 3.1: DaimlerChrysler: Road Ready Teens……Page 78
Social Learning Theory……Page 79
Framing Theory……Page 80
PUBLIC RELATIONS ROLES……Page 81
Spotlight 3.3: Theories Used in Public Relations……Page 82
MODELS OF PUBLIC RELATIONS……Page 83
APPROACHES TO CONFLICT RESOLUTION……Page 85
Case Study: Ben and Jerry’s “Hubby Hubby” Campaign……Page 86
SUMMARY……Page 87
NOTES……Page 88
4 Law and Ethics……Page 91
PREVIEW……Page 92
First Amendment Rights and Limits……Page 93
Mini-Case 4.1: Dealing with Cybersmearers……Page 95
Government Regulatory Agencies……Page 98
General Business Regulations……Page 99
Litigation Public Relations……Page 101
THE ETHICAL ENVIRONMENT……Page 102
Individual Ethics……Page 103
Business Ethics……Page 104
The PRSA Code……Page 106
Spotlight 4.2: PRSA Code of Professional Standards for the Practice of Public Relations……Page 107
The Question of Licensure……Page 109
Spotlight 4.3: IABC Code of Ethics for Professional Communicators……Page 110
Case Study: JetBlue Faces Legal and Ethical Dilemmas with Its Exiting Flight Attendant……Page 111
KEY TERMS……Page 112
NOTES……Page 113
PART TWO The Process……Page 114
5 Research: Understanding Public Opinion……Page 115
PREVIEW……Page 116
Integrating Case Study: Cedar Springs Community Hospital, Segment 1……Page 117
PROVING THE WORTH OF PUBLIC RELATIONS……Page 119
Preliminary Research Techniques……Page 120
Formal, Scientific Research Techniques……Page 124
Mini-Case 5.1: Memphis Image Survey Summary……Page 125
Collecting Formal Research Data……Page 126
MEASURING PUBLIC OPINION……Page 128
Identifying Publics……Page 129
SPECIAL PUBLIC RELATIONS RESEARCH TECHNIQUES……Page 130
The Public Relations Audit……Page 131
Communication Audits……Page 132
Usability Research……Page 133
Social Audits……Page 134
SUMMAR Y……Page 135
NOTES……Page 136
6 Strategic Planning for Public Relations Effectiveness……Page 137
PREVIEW……Page 138
Integrating Case Study: Cedar Springs Community Hospital, Segment 2……Page 139
IMPORTANCE OF PLANNING……Page 140
FUNDAMENTALS OF PUBLIC RELATIONS PLANNING……Page 141
Campaign Plans (Single Use)……Page 142
Spotlight 6.1: The Rhode Island Department of Health Campaign Plan to Encourage Breast Cancer Screening……Page 148
Standing Plans……Page 149
Mini-Case 6.1: The Inevitable Tragedy: NASA’s Emergency Planning……Page 151
Case Study: Kodak Galleries……Page 152
SUMMARY……Page 153
NOTES……Page 154
7 Action and Communication……Page 155
PREVIEW……Page 156
Integrating Case Study: Cedar Springs Community Hospital, Segment 3……Page 157
Influencing Management Decisions……Page 158
Mini-Case 7.1: The Pepsi Hoax……Page 159
Diffusing Information……Page 160
Facilitating the Adoption Process……Page 161
Designing the Public Relations Matrix……Page 163
Principles of Effective Writing……Page 164
Media Selection……Page 165
Social Media and “Buzz”……Page 166
Spotlight 7.3: 33 Guidelines for Effective Web Sites Based upon Usability Research……Page 167
HOW TO BE HEARD……Page 170
Media Catching……Page 9
Case Study: University Hospital……Page 173
NOTES……Page 174
8 Evaluating Public Relations Effectiveness……Page 177
PREVIEW……Page 178
TRADITIONAL EVALUATION……Page 179
THE NEED FOR EVALUATION RESEARCH……Page 180
Integrating Case Study: Cedar Springs Community Hospital, Segment 4……Page 181
MEASURING THE WORTH OF PUBLIC RELATIONS EFFORTS……Page 182
Measurements That Matter……Page 183
Measurement Strategies……Page 184
Sources of Measurement Error……Page 188
Pretest/Posttest Design……Page 189
OPEN-SYSTEM EVALUATION……Page 190
An Open-System Plan in Actual Practice……Page 191
EVALUATING WORD-OF-MOUTH/SOCIAL MEDIA……Page 194
Case Study: River City Symphony……Page 195
NOTES……Page 196
PART THREE The Publics……Page 198
9 Social Media and Traditional Media Relations……Page 199
PREVIEW……Page 200
MEDIA RELATIONS……Page 201
THE RELATIONSHIP BETWEEN JOURNALISTS AND PR PRACTITIONERS……Page 202
Mini-Case 9.1: Fatal Tiger Attack at San Francisco Zoo……Page 203
Mutual Dependence……Page 204
Building Positive Relationships……Page 205
UNDERSTANDING THE MEDIA……Page 206
Newswires……Page 207
Network, Cable, and Satellite Television……Page 208
Online News Outlets……Page 209
Spotlight 9.1: Effective Media Relations in the Blogosphere……Page 210
Social Networking……Page 211
Spotlight 9.2: Social Media Terms……Page 212
Preparing to Meet the Media……Page 213
Research and Planning in Media Relations……Page 214
News Releases……Page 215
Packaging and Distributing News Releases……Page 219
Organizing Press or News Conferences……Page 220
INCORPORATING ONLINE SOCIAL MEDIA TOOLS……Page 222
CRISIS COMMUNICATION……Page 223
Mini-Case 9.2: Katrina Reveals Good, Bad, Ugly of Media Relations……Page 225
Case Study: General Motors Goes Social with a Financial Crisis……Page 227
KEY TERMS……Page 228
NOTES……Page 229
10 Employee Communication……Page 231
PREVIEW……Page 232
THE ROLE OF EMPLOYEE COMMUNICATION……Page 234
Establishing Communication Policy……Page 235
Organizational Change……Page 236
Special Employee Communication Situations……Page 237
THE MEDIA OF EMPLOYEE COMMUNICATION……Page 240
Objectives of Internal Media……Page 241
Starting Internal Media……Page 242
Occasional and Special Media……Page 243
Spotlight 10.1: Must-Read Blogs for Employee Communicators……Page 246
Case Study: Communicating with an Organization of Achievement Addicts……Page 247
SUMMARY……Page 250
NOTES……Page 251
11 Communit y Relations……Page 253
PREVIEW……Page 254
THE IMPORTANCE OF COMMUNITY RELATIONS……Page 255
THE COMMUNITY RELATIONS PROCESS……Page 257
Knowing the Community……Page 258
Channels of Communication……Page 260
When an Organization Moves, Relocates, and Closes……Page 261
Criteria for Community Relations Activities……Page 262
Corporate Social Responsibility and Philanthropy……Page 263
Mini-Case 11.1: Thousands of Deloitte Professionals Worldwide Take Part in IMPACT Day……Page 267
THE EMERGING CHALLENGE OF COMMUNITY ACTIVISM……Page 273
Case Study: Love Is Respect: National Campaign Offers Teenagers, Young Adults Support Against Abuse on the Community Level……Page 275
NOTES……Page 278
12 Consumer Relations and Marketing……Page 281
PREVIEW……Page 282
The Challenges of Consumer Relations……Page 283
Know Your Consumer……Page 284
Consumer Information and Education……Page 286
Handling Consumer Complaints……Page 287
The Corporate Liaison……Page 288
Public Relations and Social Media……Page 289
Establishing Your Company as a Good Corporate Citizen……Page 291
THE STARTING POINT……Page 292
Product and Service Design……Page 293
Communication……Page 294
Mini-Case 12.1: Dreyer’s “A Taste of Recovery” Campaign……Page 295
Integrating Disciplines and Technology……Page 296
Case Study: Häagen-Dazs Loves Honey Bees……Page 301
NOTES……Page 303
13 Investor Relations……Page 307
PREVIEW……Page 308
DEFINING EVENTS……Page 309
GROWING INTEREST IN INVESTOR RELATIONS……Page 310
Specific Objectives for Practitioners……Page 311
Mini-Case 13.1: Aflac “Say on Pay”……Page 312
SEC Regulations……Page 313
Sarbanes-Oxley Act……Page 314
The Disclosure Issue……Page 315
The Proxy Fight……Page 316
Individual Stockholders……Page 317
Financial Analysts……Page 318
The Financial Media……Page 319
COMMUNICATION STRATEGIES IN INVESTOR RELATIONS……Page 320
Annual Reports……Page 321
KEY TERMS……Page 324
NOTES……Page 325
PART FOUR The Practice……Page 326
14 Public Affairs: Relations with Government……Page 327
PREVIEW……Page 328
WHAT IS PUBLIC AFFAIRS?……Page 329
PUBLIC AFFAIRS FOR NOT-FOR-PROFIT ORGANIZATIONS……Page 330
PUBLIC AFFAIRS IN BUSINESS……Page 331
PUBLIC AFFAIRS TASKS……Page 332
Electoral Activities……Page 333
Legislative Activities……Page 335
Politicking from the Grass Roots……Page 336
State and Local Public Affairs……Page 337
Internal Political Communication……Page 338
GOVERNMENTAL PUBLIC AFFAIRS……Page 339
Background of Public Relations in American Government……Page 340
Function of Governmental Public Relations……Page 341
Practice of Governmental Public Relations……Page 342
Public Relations and Political Campaigns……Page 343
Case Study: The U.S. Air Force Honors Fallen Heroes……Page 344
KEY TERMS……Page 345
NOTES……Page 346
15 Public Relations in Nonprofit Organizations……Page 347
PREVIEW……Page 348
FOR-PROFIT VERSUS NONPROFIT ORGANIZATIONS……Page 349
Social Ventures……Page 350
Health and Human Services……Page 352
Membership Associations……Page 353
Educational Institutions……Page 354
Other Nonprofit Sectors……Page 357
Gaining Recognition in a Crowded Environment……Page 358
Weathering Crises and Scandals……Page 359
Building a Brand and an Identity……Page 360
Focus on Mission……Page 361
Strong Internal Public Relations……Page 362
Active Participation of Board Members……Page 363
Case Study: NRANews.com: A Case Study in “Branded News”……Page 364
SUMMARY……Page 367
NOTES……Page 368
16 Corporate Public Relations……Page 371
PREVIEW……Page 372
THE STRUCTURE OF CORPORATE PUBLIC RELATIONS……Page 373
The Role of the CEO in Corporate Public Relations……Page 375
Public Relations Specialties……Page 377
Public Relations Activities……Page 378
The Role of the Corporate Communicator and Its Agencies……Page 379
The Role of Public Relations in Multinational Corporations……Page 380
Corporate Public Relations Budgets……Page 381
Tactics Used by Corporate Public Relations……Page 382
CORPORATE CREDIBILITY AND REPUTATION……Page 383
Mini-Case 16.1: Goldman Sachs Faces an Uphill Battle in Trying to Restore Its Reputation……Page 384
Restoring Credibility……Page 385
Promoting Public Understanding……Page 386
Technology and Corporate Public Relations……Page 387
Corporate Social Responsibility……Page 388
Case Study: Announcement of Expansion, New Green Jobs Positions Corporation as Regional Leader……Page 389
KEY TERMS……Page 391
NOTES……Page 392
Appendix 1: Writing……Page 394
Appendix 2: Speechmaking, by Dan Reines……Page 402
Appendix 3: Video……Page 408
Glossary……Page 410
Credits……Page 418
Index……Page 420

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