THINK Public Relations

Dennis L. Wilcox, Ph.D., is professor emeritus of public relations and past director of the School of Journalism and Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America (PRSA), former chair of the PRSA Educator’s Academy, and past chair of the public ­relations division of Association for Education in Journalism and Mass Communication (AEJMC). Dr. Wilcox has written six books, including being the lead author of Public Relations Strategies and Tactics and Public Relations Writing and Media Techniques. His honors include PRSA’s “Outstanding Educator,” the Xifra-Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest. He is active in the International Public Relations Association (IPRA) and a member of the Arthur W. Page Society, a group of senior communication executives. Dr. Wilcox regularly consults and gives lectures and workshops to students and professionals in a variety of nations. 

Glen T. Cameron, Ph.D., is Gregory Chair in Journalism ­Research and founder of the Health Communication ­Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, award-­winning conference ­papers, and books on public relations topics. A popular lecturer internationally, Dr. Cameron has received the Baskett-Mosse and Pathfinder awards for ­career achievement. The University of ­Missouri honored him in 2006 with the 21st Century Corps of Discovery Lectureship, which is given once each year by a globally recognized campus scholar. Dr. Cameron’s ongoing public ­relations ­experience includes his management of more than $42 million in external funding of health public relations projects from sources such as the ­National Institutes of Health, the National Cancer Institute, Missouri Foundation for Health, the U.S. ­Department of Agriculture, the Centers for Disease Control and Prevention, the U.S Department of Defense, and Monsanto. Whenever he can, Dr. Cameron enjoys the rivers and mountains of his native Montana as well as wild spots around the world.

Bryan H. Reber, Ph.D., is associate professor of public ­relations at the University of Georgia, Grady College of Journalism and Mass Communication. Dr. Reber teaches courses that offer an introduction to public relations, management, writing, and campaigns. On the graduate level, he teaches classes in topics including management, persuasion, campaign research, and public opinion. His research focuses on public relations theory, practice, pedagogy, and health communication and has been published in the Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Health Communication, Public Relations Review, and Journal of Broadcasting and Electronic Media. Dr. Reber regularly presents his research at national and international academic conferences. He is the co-author of two books: Gaining Influence in Public Relations and Public Relations ­Today: Managing Competition and Conflict. Dr. Reber worked for 15 years in public relations at Bethel College, Kansas. He has conducted research for the Sierra Club, Ketchum, and the Georgia Hospital Association, among ­others.

Jae-Hwa Shin, Ph.D., Mph., is associate professor in the School of Mass Communication and Journalism at the University of Southern Mississippi. Dr. Shin is widely recognized as a prolific researcher in the field of public relations and has ­actively participated in the emerging development of public relations theory.

She co-authored Public Relations ­Today: Managing Conflict and Competition, a text that incorporates her research, teaching, and professional experience. In addition, she has published her research in peer-reviewed journals such as Public ­Relations Review, Journalism & Mass Communication Quarterly, Science Communication Journal, and Journal of Communication in Health Care. Dr. Shin is an active presenter at national and ­international conferences such as those sponsored by the ­International Communication Association, National Communication Association, and Association for Education in Journalism and Mass Communication. Prior to her teaching at the University of Southern Mississippi, she worked as the Public Relations Director for the Korea Economic Research Institute of the Federation of Korean Industries.

In this Section:

1) Brief Table of Contents

2) Full Table of Contents

1) Brief Table of Contents

Chapter 1: What is Public Relations?   
Chapter 2: Careers in Public Relations
Chapter 3: The Growth of a Profession 
Chapter 4: Today's Practice: Departments and Firms  
Chapter 5: Research and Campaign Planning
Chapter 6: Communication and Measurement  
Chapter 7: Public Opinion and Persuasion 
Chapter 8: Managing Competition and Conflict  
Chapter 9: Ethics and the Law    
Chapter 10: Reaching Diverse Audiences
Chapter 11: The Mass Media
Chapter 12: The Internet and Social Media  
Chapter 13: Events and Promotions
Chapter 14: Global Public Relations
Chapter 15: Corporate Public Relations  
Chapter 16: Entertainment, Sports, and Tourism
Chapter 17: Government and Politics
Chapter 18: Nonprofit, Health, and Education 

Chapter 1: What is Public Relations?   
Challenge of Public Relations  
Global Scope  
A Variety of Definitions  
PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of “Junk” Food  
Public Relations as a Process
The Components of Public Relations  
Social Media in Action: Beware of Bamboozling Blogger
How Public Relations Differs from Journalism 
How Public Relations Differs from Advertising
How Public Relations Differs from Marketing 
Toward an Integrated Perspective: Strategic Communication 
Summary
Questions for Review and Discussion
Tactics

Chapter 2: Careers in Public Relations
A Changing Focus in Public Relations 
Personal Qualifications and Attitudes 
PR Casebook: My Summer as a New York Fashion Intern
Organizational Roles 
Social Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers
The Value of Internships  
Salaries in Public Relations  
The Value of Public Relations  
Summary 
Questions for Review and Discussion 

Chapter 3: The Growth of a Profession 
A Brief History of Public Relations 
PR Casebook: Lee advises Rockefeller and the Coal Industry
Trends in Today’s Practice of Public Relations 
Social Media in Action: Diversity Shows Up in Social Media Use
A Growing Professional Practice 
Professionalism, Licensing, and Accreditation 
Summary 
Questions for Review and Discussion 
Tactics

Chapter 4: Today's Practice: Departments and Firms  
Public Relations Departments 
The Trend Toward Outsourcing  
Public Relations Firms  
Social Media in Action Firms Tweet to Self-Promote
PR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championship
Summary  
Questions for Review and Discussion  

Chapter 5: Research and Campaign Planning
The Four Essential Steps of Effective Public Relations
Research:  The First Step 
Social Media in Action:  Measuring Social Media
Research Methods
Planning: The Second Step 
PR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer Research
Summary 
Questions for Review and Discussion 
Tactics

Chapter 6: Communication and Measurement  
Communication: The Third Step 
Social Media in Action: Facebook Friends = Brain Power?
Measurement: The Fourth Step  
Measurement of Message Exposure  
Measurement of Audience Awareness, Attitudes and Action  
PR Casebook: “Don’t be That Guy” Campaign Fights Binge Drinking
Summary  
Questions for Review and Discussion
  
Chapter 7: Public Opinion and Persuasion 
What Is Public Opinion?
Opinion Leaders as Catalysts  
The Role of Mass Media 
The Role of Conflict  
PR Casebook: Handguns in America
Persuasion in Public Opinion  
Social Media in Action: Persuading Citizens to Join the U.S. Army
Factors in Persuasive Communication  
The Limits of Persuasion  
Summary  
Questions for Review and Discussion  
Tactics

Chapter 8: Managing Competition and Conflict  
A New Way of Thinking: Conflict and Competition  
The Role of Public Relations in Managing Conflict 
It Depends: Factors That Affect Conflict Management
PR Casebook: Free Silva
The Conflict Management Life Cycle  
Managing the Life Cycle of a Conflict 
Social Media in Action: Social Media and the BP Oil Spill Crisis
Summary 
Questions for Review and Discussion 

Chapter 9: Ethics and the Law    
What Is Ethics?
Professional Guidelines 
Dealing with the News Media 
Public Relations and the Law 
PR Casebook: Facebook Campaign Raises an Ethical Ruckus
Employee Communications 
Social Media in Action: Challenges Arise in Social Media Regulation
Copyright Law
Fair Use Versus Infringement
Trademark Law 
Regulations by Government Agencies 
Liability for Sponsored Events 
Working with Lawyers  
Summary 
Questions for Review and Discussion
Tactics

Chapter 10: Reaching Diverse Audiences
The Nature of the Public Relations Audience  
Age Group Audiences 
PR Casebook: Reaching Emerging Youth and Male Audiences
Gender/Lifestyle Audiences  
Social Media in Action: A Comfortable Discussion or Too Much Information?
Ethnically Diverse Audiences  
Global Audiences  
Matching the Audience with the Media  
Summary  
Questions for Review and Discussion  

Chapter 11: The Mass Media
News Releases
Media Advisories, Fact Sheets, Media Kits, and Pitch Letters
PR Casebook: Saving the Arctic with Iconic Brand Mascots
Interviews with Journalists and News Conferences  
The Media Party and the Media Tour  
The Reach of Radio and Television 
Social Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSA
Summary  
Questions for Review and Discussion 

Chapter 12: The Internet and Social Media  
The Internet
Leveraging the Power of the Internet
Webcasts, Podcasts, and Wikis
Social Media
PR Casebook: American Airlines Soars and Penn State Crashes
The Rising Tide of Mobile-Enabled Content
Social Media in Action: On Campus and In the Kitchen   
Summary 
Questions for Review and Discussion 
Tactics

Chapter 13: Events and Promotions
A World Filled with Meetings and Events  
Group Meetings    
Banquets  
PR Casebook: Cars and Comedy Benefit Boys and Girls Clubs
Receptions and Cocktail Parties  
Open Houses and Plant Tours 
Conventions  
Trade Shows  
Social Media in Action: Are You A Mayor?
Promotional Events
Summary  
Questions for Review and Discussion  

Chapter 14: Global Public Relations
What Is Global Public Relations?  
Public Relations Development in Other Nations 
International Corporate Public Relations  
Social Media in Action: Making the Most of Social Networks Around the World
Representing U.S. Corporations in Other Nations  
PR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for Coke
Public Diplomacy  
The Rise of NGOs 
Opportunities in International Work  
Summary  
Questions for Review and Discussion
Tactics

Chapter 15: Corporate Public Relations  
Managing Corporate Reputations  
Media Relations  
Customer Relations  
Social Media in Action: LinkedIn as a Public Relations Tactic?
Employee Relations  
Investor Relations  
Marketing Communications  
PR Casebook: Macy’s Strives to Activate Millennials
Environmental Relations
Corporate Philanthropy  
Summary  
Questions for Review and Discussion  

Chapter 16: Entertainment, Sports, and Tourism
Public Relations in Entertainment, Sports, and Tourism
Promoting a Personality
Social Media in Action: Celebrities Thrive or Crash in 140 Characters
Promoting an Entertainment Event
Sports Publicity
PR Casebook: Racing Sausages Win Fans’ Hearts
Travel Promotion
Summary
Questions for Review and Discussion
Tactics

Chapter 17: Government and Politics
Government Public Relations
Public Information and Public Affairs
The Federal Government
State Governments
Local Governments
Government Relations by Corporations
PR Casebook: A Short History of Government Efforts to Promote Nutrition
Lobbying
Election Campaigns
Social Media in Action: Seeing the Light: Social Media in Politics
Summary
Questions for Review and Discussion

Chapter 18: Nonprofit, Health, and Education  
The Role of Public Relations in Nonprofit, Health, and Education Organizations  
Fund-Raising  
Membership Organizations  
Advocacy Groups  
PR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackey’s Position on Healthcare  
Social Service Organizations  
Health Organizations  
Educational Organizations  
Summary  
Questions for Review and Discussion 
Tactics

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