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• Contents
• Illustrations
• Acknowledgments
• Preface
• Endnotes
• 1. The Essence of Public Relations
• Public Relations Instances: Planned and Strategic
• World Vision
• McDonald’s Corporation and Children’s Well-being
• CERC: Pandemic Influenza Overview and Objectives
• Denny’s Diversity
• Rent a Race Track and Car & Driver
• Chick-Fil-A
• Kohl’s Cares for Kids
• Premier Road Racing Team and Family Restaurant Sponsor
• U.S.-based “Kansas City Star” and “Kansas City Business Journal Coverage”
• Mid-sized U.S. Town Basketball Tournament
• Public Relations: Results from Efforts Not Well Thought Out or Strategic
• The Voice Behind the Voice
• Conclusion
• Chapter Exercises
• Endnotes
• 2. Public Relations Defined as Communication “and” Business
• Communication and Communicative Effort
• Communication Defined
• Transactional Communication Model Applied to Public Relations
• The Communicative Effort Frame for Public Relations
• Results Driven
• The Idea of a Public
• Planned Action
• Strategy and Strategic
• PRSA Adds the Specifics Behind the Idea of Mutually Beneficial Relationships
• Public Relations and Ethics
• Conclusion
• Chapter Exercises
• Endnotes
• 3. Communication Complexity: Self-reflexiveness in the Marketplace of Ideas: Becoming an SRC Public
• Communicative Assumptions
• Self-reflexiveness
• Rhetoric and the Marketplace Wrangle
• Toward a Clearer Understanding of the Rhetorical Process
• Situation and Context
• Rhetor
• Situation
• Problem
• Messages
• Message sources
• Images or opinions participants have of the sources
• Channels
• Opinion event
• Marketplace Wrangle and Contested Terrain
• SRC Public Relations Strategist
• Conclusion
• Chapter Exercises
• Endnotes
• 4. Successful Public Relations as Results-driven, ROI-minded Business
• Success and Business
• Meanings of Business Explored
• Purposeful Activity
• Role or Function
• Economic-driven Action
• Doing Things as Usual
• The Act of Producing
• Atmosphere Creation
• Organization-only Issue
• Concentrated Action Directed at a Serious Issue
• Rebuke
• The Business Case for Public Relations
• Public Relations and Individual Success
• Successful Public Relations and ROI Vision
• Conclusion
• Chapter Exercises
• Endnotes
• 5. Strategy, Being Strategic, and Strategic Planning Unpacked
• Defining Strategy
• Mintzberg on Strategy
• Codification, Elaboration, and Conversion
• Three Approaches to Strategy: 10 Schools of Thought
• Prescription: Design, Planning and Positioning
• Description: Entrepreneurial, Cognitive, Learning, Power, Cultural, and Environmental
• Transformation: Configuration
• Five Ps of Strategy: Plan, Ploy, Pattern, Position, and Perspective
• Chaffee on Linear, Adaptive, and Interpretive Views of Strategy
• Two Driving Forces in Strategy Education
• The Strategy Definition Lesson: “So What?”
• Strategic
• A Strategic Quality: Alternaquence Thinking
• Strategic Planning
• Conclusion
• Chapter Exercises
• Endnotes
• 6. Public Relations Functions, Roles, Situations and Contexts, and Specializations
• Public Relations Functions
• Professionals’ Roles in Public Relations
• Public Relations Situations and Contexts
• Advancement
• Campaigning and Debating
• Cause Marketing and Branding
• Community Relations
• Corporate Communications
• Corporate Social Responsibility (CSR)
• Crisis Communication (and/or Management)
• Development
• Image and Reputation Management
• Integrated Marketing Communications (IMC)
• Issues Management
• Lobbying
• Marketing Communications
• Media Relations
• Public Affairs
• Risk Communication
• Special Event Planning
• Strategic Communication
• Sustainability
• Public Relations Specializations
• Agency Public Relations
• Aviation Relations
• Conference and Convention Relations
• Consumer Relations
• Digital Communications
• Education Relations
• Employee Relations
• Entertainment Public Relations
• Environmental or Conservation Relations
• Fashion Relations
• Fundraising
• Government Relations
• Healthcare Communication
• International Relations
• Investor and Financial Relations
• Maturing Public Relations
• Member Relations
• Relations with Special Publics
• Sports Public Relations
• Travel and Tourism Relations
• University Relations
• Volunteer Relations
• Conclusion
• Chapter Exercises
• Endnotes
• 7. Public Relations Initiatives and Choice of Medium
• McLuhan’s Ideas
• The Medium Is the Message (Massage)
• The Global Village
• Hot and Cold Media
• Distinctions Characterizing Public Relations Efforts
• Print
• Audio
• Video
• Face-to-face
• Experiential
• Conclusion
• Chapter Exercises
• Endnotes
• 8. Public Relations: Digital Convergence, Access and Technology, and Integration
• Digital
• Convergence Explored
• Digital Access and Digital Technology
• Internet Users and Preferences
• Social Media Lessons and Their Strategic Use
• Keeping Track of Digital Change
• Social Media Release
• Integration Explored
• Schultz on Integration
• Evidence of Convergence and Integration in This Very Book
• Conclusion
• Chapter Exercises
• Endnotes
• 9. Applying Strategic Planning
• #teamUCM
• Background
• Situation Analysis
• Statement of the Opportunity
• Goal
• Objectives
• Publics
• Messages
• Primary
• Secondary
• Strategies
• Tactics
• Strategy 1 Tactics: Social Media Use
• Strategy 2 Tactics: #teamUCM Blackout Basketball Spotlight Giveaway Games
• Strategy 3 Tactics: Inclusiveness
• Timeline
• Budget
• Evaluation
• In Process
• Summative
• Chapter Exercises (#teamUCM)
• Huey P. Long Bridge Widening
• Background
• Situation Analysis
• Statement of the Opportunity
• Goal
• Objectives
• Publics
• Messages
• Primary
• Secondary
• Strategies
• Tactics
• Strategy 1 Tactics: Keep Public Informed and Promote Positive Benefits Of Project
• Strategy 2 Tactics: Use Emerging Engagement Tools
• Timeline
• Budget
• Evaluation
• In process
• Chapter Exercises (Huey P. Long Bridge Widening)
• March of Dimes Rebrand
• Background
• Situation Analysis
• Statement of the Opportunity
• Goal
• Objectives
• Publics
• Messages
• Primary
• Secondary
• Strategies
• Tactics
• For All Strategies
• Timeline
• Budget
• Evaluation
• Chapter Exercises (March of Dimes Rebrand)
• Appendix: Important Public Relations and Media Job Titles and Jargon
• Terms Important to the Public Relations Professional
• Typical and Emerging Job Titles
• Public Relations Jargon
• Backgrounder
• Boilerplate
• Campaign
• Clip
• Dateline
• Embargo
• Executive Summary
• Headline
• Hit
• House Organs
• In-Process or In-Progress Evaluation
• Lead
• Lead Time
• Leave Behind
• Media
• Media Advisory
• Media Directories
• Mention
• News Release
• Photographs
• Pitch
• Press Release
• Program
• Request for Proposal (RFP)
• Request for Qualifications (RFQ)
• Stock Paragraph
• Strategy
• Summative Report
• Tactics
• Traffic
• Tweet
• Video News Release (VNR)
• White Paper
• Media Jargon
• Angle
• Beat
• B-roll
• Bureau
• Copy
• Copy Desk
• Cutline
• Deadline
• Developing Story
• Editorial Calendar
• Full Run
• Graf
• Hard News
• Masthead
• Multimedia Assignment Desk
• News Story
• Off the Record
• Partial Run
• Sidebar
• Soft News
• Sound Bite
• Voice-over
• Typical and Emerging Media Job Titles
• Anchor
• Assistant News Director
• City Editor
• Contributing Editor
• Copy Editor
• Desk Assistant
• Editor
• Editor in Chief
• Editorial
• Editorial Page Editor
• Executive Producer
• Field Producer
• Gatekeepers
• Graphics Editor
• Managing Editor
• Multimedia Editor
• Multimedia Journalist
• Network Correspondent
• News Director
• News Editor
• Off-camera Reporter
• Online Editor
• Op-Ed
• Photo Editor
• Photog
• Publisher
• Reporter
• Senior Editor
• Senior Writer
• Show Producer
• Conclusion
• Strategic Applications
• Endnotes
• Index