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• Cover
• Half Title
• Endorsements
• Title
• Copyright
• Dedication
• Brief Contents
• Table of Contents
• Preface
• Who Uses This Textbook?
• New to This Seventh Edition
• Online Resources for Faculty and Students
• Acknowledgments
• About the Authors
• Introduction
• Structure of This Book
• Public Relations as Part of Management
• Strategic Communication
• Integrated Communication
• Public Relations
• Marketing Communication
• Merging Communication Functions
• Controversy About Integrated Communication
• Benefits of Ethical Public Relations
• Public Relations in the Public Interest
• Advertising
• PESO (Paid, Earned, Shared, and Owned Media)
• Paid Media
• Earned Media
• Shared Media
• Owned Media
• Blending Categories
• Step-by-Step Planning
• Phase One: Formative Research
• Phase Two: Strategy
• Phase Three: Tactics
• Phase Four: Evaluative Research
• Effective Creativity
• Roadmap to Success
• Works Cited
• Phase One: Formative Research
• Step 1 Analyzing the Situation
• Public Relations Situation
• Learning from Research
• Best Practice
• Finding Consensus
• Communicating with Clients
• Issues Management
• Risk Management
• Crisis Management
• Reputation Management
• Ethics in Public Relations
• Ethical Shortcomings
• Ethics Minute
• What’s Next?
• Planning Example 1: Analyzing the Situation
• Checklist 1: Public Relations Situation
• Ethics Minute Answer Key
• Works Cited
• Step 2 Choosing Research Methods
• Can I Do My Own Research?
• Research Ethics
• Ethical Treatment of People
• Ethical Use of Research Data
• Sampling
• Nonprobability Sampling
• Probability Sampling
• Sampling Error and Sample Size
• Primary Research and Secondary Research
• Secondary Research
• Secondary Information Sources
• Primary Research
• Surveys
• Focus Groups
• Interviews
• Content Analysis
• Closing Thoughts about Research
• Ethics Minute
• What’s Next?
• Planning Example 2: Choosing Research Methods
• Checklist 2: Research Methods
• Ethics Minute Answer Key
• Works Cited
• Step 3 Analyzing the Organization
• Structure of Organizations
• Mission, Vision, Values
• Communication Audit
• Situation Analysis
• Internal Environment
• Public Perception
• Promoting Perception
• External Environment
• Ethics Minute
• What’s Next?
• Planning Example 3: Analyzing the Organization
• Checklist 3A: Internal Environment
• Checklist 3B: Public Perception
• Checklist 3C: External Environment
• Ethics Minute Answer Key
• Works Cited
• Step 4 Analyzing the Publics
• Public
• Public, Market, Audience, Stakeholder
• Interrelationships
• Characteristics of Publics
• Categories of Publics
• Intercessory Public
• Opinion Leader
• Vocal Activist
• Key Public
• Diversity, Equity, and Inclusion in Public Relations
• Planning Example 4A: Identifying Publics
• Checklist 4A: Publics
• Analyzing Key Publics
• Stage of Development
• Characteristics of Key Publics
• Stereotype
• Native American Stereotype
• Arab Americans and American Muslims
• Italian American Stereotype
• Asian American Stereotype
• LGBTQ Stereotype
• Cultural Context
• Rethinking Your Publics
• Benefit Statement
• Ethics Minute
• What’s Next?
• Planning Example 4B: Analyzing Key Publics
• Checklist 4B: Key Publics
• Ethics Minute Answer Key
• Works Cited
• Phase Two: Strategy
• Step 5 Creating Positioning Statements, Goals, and Objectives
• Positioning
• Research for Positioning
• Ethics of Positioning
• Goal
• Objective
• Elements of Objectives
• Hierarchy of Objectives
• Developing Objectives
• Writing Objectives
• Ethics Minute
• What’s Next?
• Planning Example 5: Creating Positioning Statements, Goals, and Objectives
• Checklist 5: Positioning Statements, Goals, and Objectives
• Ethics Minute Answer Key
• Notes
• Works Cited
• Step 6 Choosing Proactive and Reactive Strategies
• Proactive Strategy
• Reactive Strategy
• Proactive Strategy 1: Action
• Organizational Performance
• Audience Engagement
• Special Event
• Alliance, Coalition, Partnership
• Sponsorship
• Strategic Philanthropy
• Corporate Social Responsibility
• Volunteerism
• Activism
• Proactive Strategy 2: Communication
• Publicity
• Newsworthy Information
• Misinformation, Disinformation, and Fake News
• Generating News
• Celebrity Endorsements
• Congressional Testimony
• News Peg
• Transparent Communication
• Transparency about Public Health: COVID-19 Communication
• Reactive Public Relations Strategies
• Reactive Strategy 1: Preemptive Action
• Prebuttal
• Reactive Strategy 2: Offensive Response
• Attack
• Embarrassment
• Shock
• Threat
• Doubledown
• Reactive Strategy 3: Defensive Response
• Denial
• Excuse
• Justification
• Strategic Reversal
• Reactive Strategy 4: Diversionary Response
• Concession
• Ingratiation
• Disassociation
• Relabeling
• Reactive Strategy 5: Vocal Commiseration
• Concern
• Condolence
• Regret
• Apology
• Reactive Strategy 6: Rectifying Behavior
• Investigation
• Corrective Action
• Restitution
• Repentance
• Reactive Strategy 7: Deliberate Inaction
• Strategic Silence
• Strategic Ambiguity
• Strategic Inaction
• Weighing Options and Making Ethical Judgments
• Ethics Minute
• What’s Next?
• Planning Example 6: Proactive and Reactive Strategies
• Checklist 6: Proactive and Reactive Strategies
• Ethics Minute Answer Key
• Works Cited
• Step 7 Developing the Message Strategy
• Communication Process
• Information: Flow of Communication
• Persuasion: Attempt to Influence
• Dialogue: Quest for Understanding
• Rhetorical Tradition of Persuasive Communication
• Ethos: Message Source
• Credibility: Power to Inspire
• Charisma: Power of Personal Charm
• Control: Power of Command
• Organizational Spokespeople
• Celebrity Spokesperson
• Company Spokesperson
• Spokespeople and Ethics
• Paid Endorsements
• Planning Example 7A: Selecting Message Source
• Checklist 7A: Message Source
• Logos: Appeal to Reason
• Verbal Evidence
• Visual Supporting Evidence
• Errors of Logic
• Statistics
• Pathos: Appeal to Sentiment
• Positive Emotional Appeal
• Negative Emotional Appeal
• Planning Example 7B: Determining Message Appeal
• Checklist 7B: Message Appeal
• Verbal Communication
• Message Structure
• Message Content
• Nonverbal Communication
• Kinesics (Body Language)
• Oculesics (Eye Contact)
• Proxemics (Social Space)
• Haptics (Touching)
• Vocalics (Language Cues)
• Chronemics (Timing)
• Visual and Aural Communication
• Symbol
• Logo
• Physical Artifact
• Clothing
• People
• Mascot
• Color
• Music
• Language
• Branding the Strategic Message
• Language of Branding
• Lessons about Branding
• Ethics Minute
• What’s Next?
• Planning Example 7C: Verbal and Nonverbal Communication
• Checklist 7C: Verbal and Nonverbal Communication
• Ethics Minute Answer Key
• Works Cited
• Phase Three: Tactics
• Step 8 Selecting Communication Tactics, Part 1 – Owned Media
• The PESO Model
• Owned Media Tactics
• Strategy for Owned Media
• Digital Media
• Electronic Media
• Interpersonal Communication
• Print and Online Publications
• Direct Mail
• Ethics Minute
• What’s Next?
• Planning Example 8A: Selecting Owned Media Tactics
• Checklist 8A: Owned Media Tactics
• Ethics Minute Answer Key
• Works Cited
• Step 8 Selecting Communication Tactics, Part 2 – Earned Media
• Earned Media Tactics
• Strategy for Earned Media
• News Media Theories and Public Relations
• Television
• Radio
• News Blog
• Newspapers
• Magazines
• Public Relations and Earned Media
• Direct News Subsidy
• Indirect News Subsidy
• Opinion Subsidy
• Interactive Media Engagement
• Ethics Minute
• What’s Next?
• Planning Example 8B: Selecting Earned Media Tactics
• Checklist 8B: Earned Media Tactics
• Ethics Minute Answer Key
• Works Cited
• Step 8 Selecting Communication Tactics, Part 3 – Shared Media
• Shared Media Tactics
• Strategy for Shared Media
• Social Networking Sites
• Microblogs
• Video and Photo Sharing
• Livestreaming
• Disappearing Content Formats
• Instant Messaging
• Discussion Forums
• Social Audio Platforms
• Wikis
• Closed/Private Community Groups
• Ethics Minute
• What’s Next?
• Planning Example 8C: Selecting Shared Media Tactics
• Checklist 8C: Shared Media Tactics
• Ethics Minute Answer Key
• Works Cited
• Step 8 Selecting Communication Tactics, Part 4 – Paid Media
• Paid Media
• Strategy for Paid Media
• Digital Media Advertising
• Television and Radio Advertising
• Print Advertising
• Out-of-Home Advertising
• Promotional Items
• Ethics Minute
• What’s Next?
• Planning Example 8D: Selecting Paid Media Tactics
• Checklist 8D: Paid Media Tactics
• Ethics Minute Answer Key
• Works Cited
• Step 9 Implementing the Strategic Plan
• Packaging Communication Tactics
• Thinking Creatively
• Putting the Program Together
• Planning Example 9A: Implementing the Strategic Plan
• Checklist 9A: Implementing the Strategic Plan
• Campaign Plan Book
• Campaign Schedule
• Frequency of Tactics
• Timeline of Tasks
• Campaign Budget
• Budget Items
• Approaches to Budgeting
• Fixed Budget
• Variable Budget
• Full-Cost Budgeting
• Optimal Success
• Ethics Minute
• What’s Next?
• Planning Example 9B: Implementing the Strategic Plan
• Checklist 9B: Implementing the Strategic Plan
• Ethics Minute Answer Key
• Works Cited
• Phase Four: Evaluative Research
• Step 10 Evaluating the Strategic Plan
• What to Evaluate
• Design Questions
• Methods of Evaluative Research
• Evaluation Criteria
• When to Evaluate
• Approaches to Research Design
• Factors in Evaluation Design
• How to Evaluate
• Judgmental Assessment
• Communication Outputs
• Evaluating Awareness Objectives
• Evaluating Acceptance Objectives
• Evaluating Action Objectives
• Data Analysis and Reports
• Ultimate Evaluation: Value-Added Public Relations
• Ethics Minute
• What’s Next?
• Planning Example 10: Evaluating the Strategic Plan
• Checklist 10: Evaluation Plan
• Ethics Minute Answer Key
• Works Cited
• Appendix A Media Engagement
• Reputation
• Reputation and Performance
• Reputation as a Strategic Tool
• Reputation Management
• Reputation and News Media
• Reputation as a Participant Activity
• Headlines and Bottom Lines
• Media Relations
• Media Relations . . . from the Media Side
• Media Relations . . . from the Organization Side
• Media Relations . . . from Both Sides
• Reputational Bumps and Bruises
• Points for Consideration
• Credibility
• Interview Setting
• If You Are Asked for an Interview
• Dress for Interview Success
• Interview Posture
• Interview Planning
• Preparing for an Interview
• Be-Attitudes for Interview Success
• Interview Attitude
• Communicating during an Interview
• Problem Interviews
• After an Interview
• Appendix B Crisis Communication
• Types of Crises
• Sudden vs. Smoldering Crises
• Crisis Strategy
• Crisis Messaging
• Preparing for Crises
• Appendix C Example of a Content Analysis
• Example of a Content Analysis
• Appropriate Topic
• Population and Sample
• Unit of Analysis
• Mechanics of Study
• Data Reporting
• Data Analysis
• Recommendations
• Glossary
• Index