Handbook of Public Relations
, by Robert L. Heath
- ISBN: 9781412909549 | 1412909546
- Cover: Paperback
- Copyright: 7/8/2004
The Handbook of Public Relations offers a comprehensive and detailed examination of the field. It gives scholars, practitioners, and students a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationship between organizations, markets, audiences, and publics.
| Preface | p. xiii |
| Defining the Discipline | |
| Shifting Foundations: Public Relations as Relationship Building | p. 1 |
| Two-Way Symmetrical Public Relations: Past, Present, and Future | p. 11 |
| A Rhetorical Enactment Rationale for Public Relations: The Good Organization Communicating Well | p. 31 |
| Public Relations and Community: A Reconstructed Theory Revisited | p. 51 |
| Cultural Topoi: Implications for Public Relations | p. 61 |
| Updating Public Relations: "New Science," Research Paradigms, and Uneven Developments | p. 75 |
| In Search of a Metatheory for Public Relations: An Argument for Communitarianism | p. 93 |
| Interpersonal Communication and Public Relations | p. 105 |
| Public Relations Field Dynamics | p. 115 |
| Bringing Publics Into Public Relations: New Theoretical Frameworks for Practice | p. 127 |
| Research Perspectives on "the Public" | p. 139 |
| Public Relations and Crisis Communication: Organizing and Chaos | p. 155 |
| Public Relations as Contested Terrain: A Critical Response | p. 167 |
| Defining the Practice | |
| The Dynamics of Change in Public Relations Practice | p. 183 |
| Dynamics of Change | |
| The Mystery Of Public Relations: Unraveling Its Past, Unmasking Its Future | p. 189 |
| Defining the Relationship Between Public Relations and Marketing: Public Relations' Most Important Challenge | p. 205 |
| Extending Strategic Planning to Communication Tactics | p. 215 |
| Public Relations and the Question of Professionalism | p. 223 |
| How Feminist Theory Advanced the Practice of Public Relations | p. 237 |
| Public Relations Law | p. 247 |
| Integrating Planning and Evaluation: Evaluating the Public Relations Practice and Public Relations Programs | p. 259 |
| Media Effects Research for Public Relations Practitioners | p. 269 |
| Stewardship: The Fifth Step in the Public Relations Process | p. 279 |
| Activism | p. 291 |
| Public Relations and Conflict Resolution | p. 301 |
| Organizational Legitimacy | |
| Public Relations and the Ecology of Organizational Change | p. 311 |
| The Centrality of Organizational Legitimacy to Public Relations Practice | p. 321 |
| Issues Management: The Paradox of the 40-Year U.S. Tobacco Wars | p. 335 |
| Using the Collapse Model of Corporate Image for Campaign Message Design | p. 347 |
| Educating Practitioners | |
| The Workplace, Undergraduate Education, and Career Preparation: The Public Relations Academic and Practitioner Views | p. 357 |
| Accreditation: Is There Access to the Process for All Public Relations Academic Programs--If Desired? | p. 369 |
| Case Studies and Their Use in Public Relations | p. 381 |
| Public Relations Ethics | |
| Public Relations and Social Responsibility | p. 389 |
| Public Relations Ethics: An Overview and Discussion of Issues for the 21st Century | p. 403 |
| Ethics in Public Relations: Theory and Practice | p. 411 |
| Public Relations Between Universality and Particularity: Toward a Moral-Philosophical Conception of Public Relations Ethics | p. 423 |
| The Measurement of Ethics: Instruments Applicable to Public Relations | p. 435 |
| In Search of Best Practices | |
| Learning Best Practices From Experience and Research | p. 441 |
| Best Practices in Planning and Organization | |
| A New Order for Public Relations: Goodbye Cost Center, Hello Profit Center | p. 445 |
| Best Practices in the Public Relations Agency Business | p. 451 |
| Strategic Media Planning: Toward an Integrated Public Relations Media Model | p. 461 |
| Improving Corporate and Organization Communications: A New Look at Developing and Implementing the Communication Audit | p. 471 |
| Best Practices in Crisis Communication | |
| Crisis Communication: A Review of Some Best Practices | p. 479 |
| Anticipatory Model of Crisis Management: A Vigilant Response to Technological Crises | p. 487 |
| Corporate Apologia: When an Organization Speaks in Defense of Itself | p. 501 |
| Race and Reputation: Restoring Image Beyond the Crisis | p. 513 |
| Best Practices in Relationship Building | |
| Relationships Within Communities: Public Relations for the New Century | p. 521 |
| Managing Community Relationships to Maximize Mutual Benefit: Doing Well by Doing Good | p. 527 |
| Best Practices in Educational Public Relations | |
| Educational Public Relations | p. 535 |
| Strength in Diversity: The Place of Public Relations in Higher Education Institutions | p. 543 |
| Sports Information Directing: A Plea for Helping an Unknown Field | p. 551 |
| Best Practices in Context | |
| Political Power Through Public Relations | p. 557 |
| Labor and Public Relations: The Unwritten Roles | p. 565 |
| Public Relations in the Health Care Industry | p. 571 |
| Public Relations in Cyberspace | |
| The Frontier of New Communication Technologies | p. 579 |
| Cyberspin: The Use of New Technologies in Public Relations | p. 583 |
| On-Line Research Techniques for the Public Relations Practitioner | p. 591 |
| Public Relations and New Media Technology: The Impact of the Internet | p. 603 |
| The Development of a Structuration Analysis of New Publics in an Electronic Environment | p. 615 |
| Globalizing Public Relations | |
| Globalization--The Frontier of Multinationalism and Cultural Diversity | p. 625 |
| International Public Relations: Opportunities and Challenges for the 21st Century | p. 629 |
| Effective Public Relations in the Multinational Organization | p. 639 |
| International Public Relations: A Focus on Pedagogy | p. 649 |
| New Zealand Perspectives on Public Relations | p. 659 |
| The Development of Public Relations in China, Russia, and the United States | p. 665 |
| The Changing Shape of Public Relations in the European Union | p. 675 |
| Middle East Public Relations: A New Frontier in the United States | p. 685 |
| References | p. 691 |
| Index | p. 771 |
| About the Contributors | p. 791 |
| Table of Contents provided by Syndetics. All Rights Reserved. |
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