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• Title Page
• Copyright Page
• Brief Contents
• Contents
• Foreword
• Preface
• About the Author
• Part I Evolution
• Chapter 1 Defining Public Relations
• Prominence of Public Relations
• What Is Public Relations?
• Influencing Public Opinion
• A Question of Ethics Repping the Russian Lion
• Management Interpreter
• Public Interpreter
• Public Relations Publics
• FYI Interpreting a Sensitive, Gender Issue
• Public Relations Functions
• The Sin of “Spin”
• What Manner of Man or Woman?
• Last Word
• Discussion Starters
• Pick of the Literature Rethinking Reputation: How PR Trumps Advertising and Marketing in the New Med
• Case Study The New CEO’s Trial by “Switchgate” Fire
• From the Top an Interview with Harold Burson
• Public Relations Bookshelf
• Chapter 2 The History and Growth of Public Relations
• Ancient Beginnings
• Early American Experience
• Later American Experience
• FYI P. T. Barnum Redux
• Ivy Lee: The Father of Public Relations
• The Growth of Modern Public Relations
• A Question of Ethics Burson Fumbles Facebook Flap
• Public Relations Comes of Age
• Public Relations Education
• Last Word
• Discussion Starters
• Pick of the Literature A Century of Spin: How Public Relations Became the Cutting Edge of Corporate
• Case Study Welcome to the NFL
• From the Top an Interview with Edward L. Bernays
• Public Relations Bookshelf
• Part II Preparation/Process
• Chapter 3 Communication
• Goals of Communication
• Traditional Theories of Communication
• Contemporary Theories of Communication
• A Question of Ethics Irate Actor Takes to the Air
• The Word
• FYI Profizzle of Lexicizzle
• Receiver’s Bias
• Feedback
• Last Word
• Discussion Starters
• Pick of the Literature The Power of Communication
• Case Study Race Relations with That Soy Latte?
• From the Top An Interview with Denise Hill
• Public Relations Bookshelf
• Chapter 4 Public Opinion
• What Is Public Opinion?
• What Are Attitudes?
• How Are Attitudes Influenced?
• Motivating Attitude Change
• Power of Persuasion
• Influencing Public Opinion
• A Question of Ethics The Doctor Is Piqued
• Polishing the Corporate Image
• FYI Winning Reputation . . .
• FYI. . . Losing Reputation
• Managing Reputation
• Last Word
• Discussion Starters
• Pick of the Literature The New York Times, nytimes.com, and The Wall Street Journal, wsj.com
• Case Study The Tylenol Murders
• From the Top An Interview with Ray Jordan
• Public Relations Bookshelf
• Chapter 5 Management
• Public Relations Management Process
• Reporting to Top Management
• A Question of Ethics Deflated Standards
• The Public Relations Plan: Conceptualizing
• The Public Relations Plan: Creating
• Activating the Public Relations Campaign
• Setting Public Relations Objectives
• FYI Disappearing Roots
• Public Relations Budgeting
• Public Relations Implementation
• Public Relations Departments
• Public Relations Agencies
• Reputation Management
• Where Are the Jobs?
• What Does It Pay?
• Women and Minorities
• Last Word
• Discussion Starters
• Pick of the Literature Reputation Management: The Key to Successful PR and Corporate Communication,
• Case Study Uber Success Brings Uber Public Relations Problems
• From the Top An Interview with Peter Drucker
• Public Relations Library
• Chapter 6 Ethics
• Ethical Issues Abound
• Doing the Right Thing
• Ethics in Business
• A Question of Ethics Sorry for Your Loss but . . . . Nice Bag
• Corporate Codes of Conduct
• Corporate Social Responsibility
• Ethics in Government
• FYI Test Your Workplace Ethics
• Ethics in Journalism
• Ethics in Public Relations
• Last Word
• Discussion Starters
• Pick of the Literature Ethics in Public Relations, 2nd Edition
• Case Study Ethical Hammer Falls on Daddy Huxtable
• From the Top An Interview with Howard J. Rubenstein
• Public Relations Bookshelf
• Chapter 7 The Law
• An Uneasy Alliance
• The First Amendment
• Defamation Law
• A Question of Ethics Whistleblower or Traitor?
• Insider Trading Law
• Disclosure Law
• FYI Criminal Attorneys—Literally
• Ethics Law
• Copyright Law
• Internet Law
• Litigation Public Relations
• Last Word
• Discussion Starters
• Pick of the Literature Advertising and Public Relations Law, 2nd Edition
• Case Study Walmart’s Legal Crackup
• From the Top An Interview with Robert Shapiro
• Public Relations Bookshelf
• Chapter 8 Research
• Essential First Step
• What Is Research?
• Public Relations Research Principles
• FYI Figures—and Faces—Lie
• Public Relations Research Types
• Public Relations Research Methods
• A Question of Ethics Study: Diet Soda Sparks Weight Loss—Whaaaa?
• Evaluation
• Online Research
• Last Word
• Discussion Starters
• Pick of the Literature Primer of Public Relations Research, 2nd Edition
• Case Study Researching a Position for Alan Louis General
• From the Top An Interview with Sandra Bauman
• Public Relations Bookshelf
• Part III The Publics
• Chapter 9 Media
• Paid vs. Owned vs. Earned
• Objectivity in the Media
• A Question of Ethics Anchors Away
• Print Media Hangs In
• Electronic Media Leads
• Online Media Competes But. . . .
• Dealing with the Media
• Attracting Publicity
• Value of Publicity
• FYI Confessions of a Media Maven
• Pitching Publicity
• Online Publicity
• Handling Media Interviews
• Outside the Lines Two-Minute Media Relations Drill
• Last Word
• Discussion Starters
• Pick of the Literature On Deadline Managing Media Relations, 5th Edition
• Case Study They’re Heeere!
• From the Top An Interview with Al Neuharth
• Public Relations Bookshelf
• Chapter 10 Social Media
• Brief History of the Net
• Public Relations and the Net
• Web Sites
• E-mail
• Blogs
• FYI King Blogs; Subjects Cheer
• Social Networks
• A Question of Ethics Ain’t No Sunshine for Wikipedia Alteration
• Online Communication Vehicles
• The Online Dark Side
• Last Word
• Discussion Starters
• Pick of the Literature Social Media and Public Relations
• Case Study Don’t Mess with the Queen of Social Media
• From the Top An Interview with Richard Edelman
• Public Relations Bookshelf
• Chapter 11 Employee Relations
• A Critical Function
• The Employee Public
• Communicating “Trust”
• A Question of Ethics How Not to “Cosi” Up to Employees
• Credibility Holds Key
• S-H-O-C the Troops
• Internal Tool Kit
• FYI Disney’s Credibility Correction
• Internal Social Media
• The Grapevine
• Last Word
• Discussion Starters
• Pick of the Literature Strategic Internal Communication: How to Build Employee Engagement and Perfor
• Case Study Sony Shoots the Messenger
• From the Top An Interview with Jay Rayburn
• Public Relations Bookshelf
• Chapter 12 Government Relations
• Don’t Call It “Public Relations”
• Government Public Relations
• A Question of Ethics Schock-ing the Downton Abbey Congressman
• White House Press Secretary
• Lobbying the Government
• FYI Are Ya’ Havin’ a Laugh?
• Political Action Committees
• Rapid Response
• Dealing with Local Government
• Last Word
• Discussion Starters
• Pick of the Literature All the Presidents’ Spokesmen
• Case Study Bridgegate
• From the Top An Interview with Josh Earnest
• Public Relations Bookshelf
• Chapter 13 Community Relations
• Multicultural Diversity
• CSR—Corporate Social Responsibility
• Community Relations Expectations
• Community Relations Objectives
• A Question of Ethics How NOT to Win Friends & Influence Communities
• Serving Diverse Communities
• Nonprofit Public Relations
• FYI 13 Rules for Radicals
• Last Word
• Discussion Starters
• Pick of the Literature Rules for Radicals: A Practical Primer for Realistic Radicals
• Case Study Up Your Bucket for a Wonderful Cause
• From the Top An Interview with Mike Paul
• Public Relations Bookshelf
• Chapter 14 International Consumer Relations
• Worldwide Consumer Class
• Consumer Relations Objectives
• Consumer-Generated Media
• Handling Consumer Complaints
• The Consumer Movement
• A Question of Ethics Targeting Plus-Sized Critics
• Operating Around the Globe
• Consumer Internet Activists
• FYI Think Multilingual—or Else
• Business Gets the Message
• FYI Straighten Out Your English—or Else
• Last Word
• Discussion Starters
• Pick of the Literature Business as Usual
• Case Study Hiding “Under the Dome”
• From the Top An Interview with Kathy Bloomgarden
• Public Relations Bookshelf
• Part IV Execution
• Chapter 15 Public Relations Writing
• Writing for the Eye and the Ear
• Fundamentals of Writing
• FYI The Greatest Public Relations Writer of All Time
• Flesch Readability Formula
• Inverted Pyramid Simplicity
• FYI Churchill’s Worst Nightmare
• The News Release
• News Release News Value
• FYI Write the Release
• News Release Content
• News Release Essentials
• A Question of Ethics No “Pardon” for Anti-Obama Facebook Poster
• FYI 21st Century News Release 10 Taboo Terms
• Internet Releases
• Art of the Pitch
• Writing for Listening
• Importance of Editing
• FYI Twitterspeak
• Last Word
• Discussion Starters
• Pick of the Literature Public Relations Writing, 10th Edition
• Case Study The Raina, Inc. News Release
• From the Top An Interview with Hoa Loranger
• Public Relations Bookshelf
• Chapter 16 Integrated Marketing Communications
• Public Relations vs. Marketing/Advertising
• Product Publicity
• Third-Party Endorsement
• A Question of Ethics End of a Subway Super Spokesman
• Native Advertising
• Building a Brand
• FYI World’s Top 10 Sports Team Brands
• Traditional Integrated Marketing
• 21st-Century Integrated Marketing
• Infomercials
• Buzz Marketing
• You Name It
• Last Word
• Discussion Starters
• Pick of the Literature Integrated Marketing Communication, 2nd Edition
• Case Study Arrogant Alex Learns Humility—Finally
• From the Top An Interview with Tadd Schwartz
• Public Relations Bookshelf
• Chapter 17 Crisis Management
• Crisis Pervades Society
• Issues Management
• Risk Communication/Message Maps
• A Question of Ethics Lion Killer, Qu’est-ce que c’est?
• Signs of a Crisis
• Planning for Crisis
• Communicating in a Crisis
• FYI When “No Comment” and “Comment” Are EquallyCatastrophic
• Handling the Beast
• Social Media Crisis Management
• Last Word
• Discussion Starters
• Pick of the Literature Crisis Management in the New Strategy Landscape, 2nd Edition
• Case Study The Rise and Fall and Rise of Queen Martha
• From the Top An Interview with Sandra Macleod
• Public Relations Bookshelf
• Chapter 18 Launching a Career
• Public Relations Rebounds
• Getting a Jump
• Organizing the Job Search
• Organizing the Résumé
• A Question of Ethics Hiding the Truth/Padding the Resume
• Organizing the Job Interview
• FYI Online Public Relations Job References
• Ensuring Public Relations Success
• FYI Don’t You Dare . . .
• Last Word
• Discussion Starters
• Pick of the Literature Ready to Launch: The PR Couture Guide to Breaking into Fashion PR
• From the Top Ultimate Word to the Wise (Student): An Interview with Bill Heyman
• Public Relations Bookshelf
• Appendix A PRSA Member Code of Ethics 2000
• Appendix B PRIA Code of Ethics
• Index