Public relations : a values-driven approach / David Guth, Charles Marsh.

Includes bibliographical references and index.

able of Contents

Preface xv
About the Authors xix
section one Foundations of Public Relations
What Is Public Relations? 1 (31)
Public Relations: Everywhere You Look 2 (6)
The Search for a Definition 4 (1)
Public Relations Defined 5 (1)
QuickBreak 1.1 The Definition Debate 6 (2)
A Profession Gaining in Respect 8 (3)
The Hunt-Grunig Models of Public 8 (2)
Relations
Public Relations and Marketing 10 (1)
Why a Public Relations Career? 11 (3)
A Profile of Practitioners 11 (1)
QuickBreak 1.2 A Profession or a Trade? 12 (1)
Values Statement 1.1 J.C. Penney Company 13 (1)
The Public Relations Process 14 (1)
The Traditional Four-Step Model of the 14 (1)
Public Relations Process
The Dynamic Model of the Public 15 (1)
Relations Process
The Role of Values in Public Relations 15 (2)
Actions Speak Louder Than Words---Part I 17 (1)
Values-Driven Public Relations 17 (4)
Actions Speak Louder Than Words---Part 18 (1)
II
Whose Values Should You Follow? 19 (1)
QuickBreak 1.3 How Organizations 20 (1)
Establish Their Values
Summary 21 (1)
Discussion Questions 22 (6)
Memo from the Field Judith T. Phair, 22 (2)
Phairadvantage Communications
Case Study 1.1 Closing the Gap on 24 (2)
Sweatshops
Case Study 1.2 The Harsh Lessons of 26 (2)
History
Key Terms 28 (1)
Notes 29 (3)
Jobs in Public Relations 32 (25)
Where the Jobs Are 33 (10)
Corporations 33 (4)
Nonprofit Organizations and Trade 37 (1)
Associations
Values Statement 2.1 Public Relations 38 (1)
Society of America
QuickBreak 2.1 The Values of Successful 39 (1)
Employers
Governments 39 (1)
Public Relations Agencies 40 (1)
Independent Public Relations Consultants 41 (1)
QuickBreak 2.2 Getting That First Job 42 (1)
or Internship
Public Relations Activities and Duties 43 (3)
QuickBreak 2.3 Student Misperceptions 45 (1)
of Public Relations
Working Conditions and Salaries 46 (2)
QuickBreak 2.4 The People in Public 47 (1)
Relations
What's Important in a Job? 48 (1)
Summary 48 (1)
Discussion Questions 49 (6)
Memo from the Field John Echeveste, 49 (2)
Valencia, Perez & Echeveste Public
Relations
Case Study 2.1 Good Guys Finish First: 51 (2)
John Graham and the Gold Anvil
Case Study 2.2 A List to Avoid 53 (2)
Key Terms 55 (1)
Notes 55 (2)
A Brief History of Public Relations 57 (35)
Why History Is Important to You 58 (1)
Premodern Public Relations 58 (7)
Trends Leading to the Development of 59 (3)
Modern Public Relations
QuickBreak 3.1 Blowing Smoke 62 (1)
Pre-20th-Century America 62 (1)
Values Statement 3.1 The United States 63 (1)
Constitution
QuickBreak 3.2 The American Revolution 64 (1)
The Seedbed Years 65 (4)
Theodore Roosevelt (1858--1919) 66 (1)
Ivy Ledbetter Lee (1877--1934) 67 (2)
War and Propaganda 69 (6)
Edward L. Bernays (1891--1995) 70 (1)
QuickBreak 3.3 The Scopes Monkey Trial 71 (3)
QuickBreak 3.4 The Mother of Public 74 (1)
Relations
Why Bernays and Not Lee? 75 (1)
The Postwar Boom 75 (3)
Postwar Social Activism 76 (1)
QuickBreak 3.5 Other Notable Figures 77 (1)
from Public Relations' Past
The Downsizing of the United States 78 (1)
The Baby Boomers Come of Age 79 (1)
The New Millennium 79 (1)
Summary 80 (1)
Discussion Questions 81 (7)
Memo from the Field Edward M. Block 81 (2)
Case Study 3.1 Remembering the Victims 83 (3)
Case Study 3.2 Too Much Blood and Money 86 (2)
Key Terms 88 (1)
Notes 88 (4)
The Publics in Public Relations 92 (45)
What Is a Public? 93 (2)
Why Do We Need Relationships with 94 (1)
Publics?
The Publics in Public Relations 95 (5)
Traditional and Nontraditional Publics 96 (1)
Latent, Aware, and Active Publics 97 (1)
Intervening Publics 98 (1)
QuickBreak 4.1 Your Tax Dollars at Work 99 (1)
Primary and Secondary Publics 99 (1)
Internal and External Publics 100(1)
Domestic and International Publics 100(1)
What Do We Need to Know about Each Public? 100(4)
Coorientation 103(1)
The Traditional Publics in Public 104(20)
Relations
Employees 104(3)
QuickBreak 4.2 Sabotage in the Workplace 107(1)
The News Media 108(3)
Values Statement 4.1 Pepsico 111(1)
Governments 111(2)
QuickBreak 4.3 James Bond Saves the 113(1)
Whales?
Investors 114(2)
Consumers/Customers 116(2)
Multicultural Communities 118(2)
QuickBreak 4.4 The Customer Is Always 120(1)
Right?
Constituents (Voters) 121(2)
Businesses 123(1)
Summary 124(1)
Discussion Questions 125(6)
Memo from the Field David A. Narsavage, 125(2)
The Aker Partners, Inc.
Case Study 4.1 Criticize Me! Subway and 127(2)
the Crossed-Off Cross-Promotion
Case Study 4.2 Swinging for the Wall: 129(2)
Whirlpool Corporation and Habitat for
Humanity
Key Terms 131(1)
Notes 131(6)
Communication Theory and Public Opinion 137(32)
The Power of Public Opinion 138(1)
A Communication Model 139(4)
QuickBreak 5.1 Mokusatsu 142(1)
Mass Communication Theories 143(6)
The Magic Bullet Theory 143(1)
The Two-Step Theory 144(1)
The N-Step Theory 144(1)
Diffusion Theory 145(1)
The Agenda-Setting Hypothesis 145(1)
QuickBreak 5.2 Why Public Relations Is 146(1)
Not Propaganda
Uses and Gratifications Theory 147(1)
A Two-Way Process 148(1)
QuickBreak 5.3 Spinning and Framing 148(1)
Motivation 149(4)
Maslow's Hierarchy of Needs 150(1)
Examples of Maslow's Theory at Work 151(1)
QuickBreak 5.4 Monroe's Motivated 152(1)
Sequence
Persuasion and Public Opinion 153(5)
Aristotle, Persuasion, and Public 153(1)
Relations
Public Opinion Defined 154(1)
The Evolution of Public Opinion 155(1)
QuickBreak 5.5 A Public Opinion 156(1)
Checklist
Values Statement 5.1 Provincial 157(1)
Emergency Program
Persuasion versus Manipulation 157(1)
Summary 158(1)
Discussion Questions 159(7)
Memo from the Field Rene Pelletier, 159(3)
Barometre, Inc.
Case Study 5.1 I Decide 162(2)
Case Study 5.2 Color-Coded Confusion 164(2)
Key Terms 166(1)
Notes 166(3)
Ethics and Social Responsibility in Public 169(31)
Relations
What Are Ethics? 170(3)
QuickBreak 6.1 The Ethics Codes of PRSA 171(1)
and IABC
Ethics Codes for Values-Driven Public 171(2)
Relations
Objectivity versus Advocacy: A Misleading 173(2)
Ethics Debate
Objectivity versus Advocacy: A Solution 174(1)
QuickBreak 6.2 Aristotle, Confucius, 175(1)
and the Golden Mean
Challenges to Ethical Behavior 175(3)
Dilemmas 175(1)
Overwork 176(1)
Legal/Ethical Confusion 176(1)
Cross-Cultural Ethics 177(1)
Short-Term Thinking 177(1)
Virtual Organizations 178(1)
The Rewards of Ethical Behavior 178(1)
QuickBreak 6.3 Immanuel Kant and the 179(1)
Categorical Imperative
Trust and Corporate Social Responsibility 179(2)
Corporate Social Responsibility 180(1)
Beyond CSR: Strengthening Ethical Behavior 181(8)
Ethics Audits 181(2)
Integrating Ethics into the Public 183(1)
Relations Process
The Potter Box 183(2)
Values Statement 6.1 Goodwill 185(1)
Industries of Orange County
The Potter Box at Work 185(2)
QuickBreak 6.4 Jeremy Bentham, John 187(1)
Stuart Mill, and Utilitarianism
QuickBreak 6.5 John Rawls and Social 188(1)
Justice
Summary 189(1)
Discussion Questions 190(7)
Memo from the Field Carol Cone, Cone, 190(3)
Inc.
Case Study 6.1 Cappuccino with Values, 193(2)
Please: Starbucks Coffee Company
Case Study 6.2 Appearance of 195(2)
Obfuscation? Digene Corporation and
European Women for HPV Testing
Key Terms 197(1)
Notes 197(3)
section two The Public Relations Process
Research and Evaluation 200(38)
Did the Needle Move? 201(2)
Measuring Intangibles 201(1)
QuickBreak 7.1 ROI and AVE 202(1)
The Value of Research and Evaluation 203(2)
QuickBreak 7.2 Issues Management and 204(1)
the Aids Epidemic
Developing a Research Strategy: What Do I 205(4)
Want to Know?
Client Research 206(1)
Stakeholder Research 206(1)
Problem-Opportunity Research 206(1)
QuickBreak 7.3 Measuring Relationships 207(1)
Values Statement 7.1 Institute for 208(1)
Public Relations
Evaluation Research 208(1)
Developing a Research Strategy: How Will 209(7)
I Gather Information?
Secondary (Library) Research 210(1)
Feedback Research 210(1)
The Communication Audit 211(2)
Focus Groups 213(3)
Survey Research 216(9)
The Survey Sample 216(1)
QuickBreak 7.4 The Florida Follies 217(6)
The Survey Instrument 223(1)
QuickBreak 7.5 Five Ways to Ask 224(1)
Questions
Analyzing Survey Results 225(2)
Back to City Hospital 226(1)
Summary 227(1)
Discussion Questions 227(7)
Memo from the Field Dr. Leslie 228(3)
Gaines-Ross, Burson-Marsteller
Case Study 7.1 Betting on Terror 231(1)
Case Study 7.2 Fighting Back with Facts 232(2)
Key Terms 234(1)
Notes 235(3)
Planning: The Strategies of Public Relations 238(30)
The Basics of Values-Driven Planning 240(2)
Lessons Learned 241(1)
Different Kinds of Public Relations Plans 242(2)
Ad Hoc Plans 242(1)
Standing Plans 242(1)
Contingency Plans 243(1)
QuickBreak 8.1 Planning for the Entire 243(1)
Organization
Why Do We Plan? 244(3)
To Keep Our Actions in Line with Our 245(1)
Organization's Values-Based Mission
To Help Us Control Our Destiny 245(1)
To Help Us Better Understand and Focus 245(1)
Our Research
To Help Us Achieve Consensus 246(1)
To Allow Effective Management of 246(1)
Resources
Values Statement 8.1 Boeing Company 246(1)
How Do We Plan? 247(9)
Consensus Building 247(1)
Brainstorming 248(1)
Goals, Objectives, and Tactics: The 249(3)
Written Plan
QuickBreak 8.2 The PRSA Planning Grid 252(4)
QuickBreak 8.3 The Swot Analysis 256(1)
Expanding a Plan into a Proposal 256(1)
Qualities of a Good Plan 257(1)
Summary 258(1)
Discussion Questions 258(7)
Memo from the Field Timothy S. Brown, 259(2)
Conectiv
Case Study 8.1 Boeing, Boeing, Gone 261(2)
Case Study 8.2 Mess at Maryville: A 263(2)
Private Plan Goes Public
Key Terms 265(1)
Notes 266(2)
Communication: The Tactics of Public 268(41)
Relations
Communicating with Specific Publics 269(1)
Tactics as Messages and Channels 270(6)
Special Events 271(1)
Controlled Media 272(1)
QuickBreak 9.1 Kisses, Tea Parties, and 273(1)
Pseudoevents
Uncontrolled Media 273(1)
Controlled versus Uncontrolled Media 274(1)
Values Statement 9.1 Johnson & Johnson 275(1)
Tactics and Traditional Publics 276(20)
Employees 276(3)
News Media 279(7)
Investors 286(1)
QuickBreak 9.2 Beating the Odds: 287(1)
Successful News Releases
QuickBreak 9.3 The VNR That Went Too 288(1)
Far?
Community Groups 289(2)
Governments 291(1)
Customers 292(3)
QuickBreak 9.4 Net Gains 295(1)
Constituents (Voters) 295(1)
Businesses 296(1)
Accomplishing the Tactics 296(3)
Summary 299(1)
Discussion Questions 300(6)
Memo from the Field Shirley Barr, 300(2)
Shirleybarr Public Relations
Case Study 9.1 The Great Canadian 302(2)
Cover-Up
Case Study 9.2 ``Emily, Get Out of the 304(2)
Way''
Key Terms 306(1)
Notes 306(3)
Writing and Presentation Skills 309(40)
The Importance of Writing and 310(1)
Presentation Skills
A Context for Public Relations Writing 311(1)
The Writing Process 311(19)
Credibility: Stage One of the Writing 314(1)
Process
QuickBreak 10.1 Writing for Diverse 315(1)
Publics: Tips for Inclusive Language
Research: Stage Two of the Writing 316(2)
Process
Organization: Stage Three of the 318(4)
Writing Process
QuickBreak 10.2 Ten Tips for Writing 322(1)
Better Sentences
Writing: Stage Four of the Writing 323(1)
Process
Revision: Stage Five of the Writing 324(1)
Process
Macroediting: Stage Six of the Writing 325(1)
Process
Microediting: Stage Seven of the 326(1)
Writing Process
Approval: Stage Eight of the Writing 327(2)
Process
Distribution: Stage Nine of the Writing 329(1)
Process
Evaluation: Stage Ten of the Writing 329(1)
Process
Writing for the Ear 330(3)
QuickBreak 10.3 Grammar on the Web 331(2)
The Process of Successful Presentations 333(7)
Values Statement 10.1 Kellogg Company 334(1)
Researching Your Presentation 334(1)
Planning Your Presentation 335(3)
Making Your Presentation 338(1)
QuickBreak 10.4 Conquering the 339(1)
Presentation Jitters
Evaluating Your Presentation 339(1)
Summary 340(1)
Discussion Questions 340(6)
Memo from the Field Regina 341(1)
Lynch-Hudson, The Write Publicist
Case Study 10.1 Plastic Couple Splits 342(2)
Case Study 10.2 Online Outrage: Emulex 344(2)
and the Fake News Release
Key Terms 346(1)
Notes 347(2)
Public Relations in the Digital Age 349(40)
Welcome to the Revolution 350(3)
Messages and Media 351(2)
The Role of Values in Message and 353(1)
Medium Selection
The Digital Revolution 353(4)
Convergence and Hypermedia 354(1)
Convergence Issues 355(2)
Virtual Public Relations 357(1)
Computers and the Internet 357(12)
The New Town Commons 358(1)
Values Statement 11.1 Ink, Inc. 359(2)
The Birth of Cyber-Relations 361(1)
Individuals as Gatekeepers 362(1)
Individuals as Publishers 362(1)
QuickBreak 11.1 Building a Better Web 363(2)
Site
Other Internet Issues 365(1)
QuickBreak 11.2 The Millennium Bug 366(3)
Wireless Communications Technology 369(5)
QuickBreak 11.3 Satellite Media Tours 370(1)
Satellite Communications 371(1)
QuickBreak 11.4 Viral Marketing 372(2)
Why New Isn't Always Better 374(1)
Summary 375(1)
Discussion Questions 375(9)
Memo from the Field Craig Settles, 376(3)
Successful.Com
Case Study 11.1 Big Mama Is Watching 379(2)
Case Study 11.2 Caught in the Eye of 381(3)
Hurricane Chad
Key Terms 384(1)
Notes 385(4)
section three Public Relations Today and
Tomorrow
Crisis Communications 389(39)
A New ``Day of Infamy'' 390(3)
Putting Crisis Plans in Action 392(1)
Crises Can Happen to Anyone 393(1)
The Anatomy of a Crisis 393(9)
QuickBreak 12.1 Textbook Examples: 394(1)
Exxon and Tylenol
What Is a Crisis? 395(1)
Crisis Dynamics 396(2)
A Tale of Two Shuttle Disasters 398(2)
QuickBreak 12.2 Are You Ready? 400(1)
Crises Can Bring Opportunity 401(1)
Crisis Communications Planning 402(13)
Step One: Risk Assessment 403(2)
QuickBreak 12.3 The Crisis Plotting Grid 405(1)
Step Two: Developing the Plan 406(6)
QuickBreak 12.4 Things to Do Before a 412(1)
Crisis Breaks
Step Three: Response 413(1)
Step Four: Recovery 414(1)
Crisis Planning Ethics 415(2)
Values Statement 12.1 Department of 415(2)
Homeland Security
Summary 417(1)
Discussion Questions 417(7)
Memo from the Field Wayne Shelor, 418(2)
Clearwater (Florida) Police Department
Case Study 12.1 Blame Canada 420(1)
Case Study 12.2 Embedded Journalists 421(3)
Key Terms 424(1)
Notes 425(3)
Public Relations and Marketing 428(29)
Public Relations and Marketing 429(4)
The Decline of Mass Marketing 429(1)
The Growth of Consumer-Focused Marketing 430(1)
QuickBreak 13.1 IMC and More 431(1)
Public Relations, Advertising, and 432(1)
Marketing: Working Together
The Impact of Consumer-Focused Marketing 433(2)
on Public Relations
The Impact of Public Relations on 433(1)
Consumer-Focused Marketing
Values Statement 13.1 J.M. Smucker 434(1)
Company
Differences between Public Relations 434(1)
and Consumer-Focused Marketing
A Closer Look at Marketing 435(2)
Marketing Public Relations 436(1)
A Closer Look at IMC 437(4)
Focusing on Individual Consumers 438(1)
Sending One Clear Message 438(1)
QuickBreak 13.2 The Fall of Advertising? 439(2)
How IMC Works 441(5)
Creating an IMC Campaign 442(2)
Applying IMC 444(1)
QuickBreak 13.3 DM: The New Kid in Town 445(1)
Problems with 21st-Century Marketing 446(2)
QuickBreak 13.4 Data Danger: Kids and 447(1)
Europeans
Summary 448(1)
Discussion Questions 448(6)
Memo from the Field Vin Cipolla, HNW, 449(1)
Inc.
Case Study 13.1 Revolvolution 450(2)
Case Study 13.2 Flunking History: Umbro 452(2)
and the Holocaust
Key Terms 454(1)
Notes 454(3)
Cross-Cultural Communication 457(30)
Cultures: Realities and Definitions 458(2)
International Public Relations 460(1)
Cultural Attributes 460(6)
Attitudes about Time 461(1)
Attitudes about Formality 461(1)
Attitudes about Individualism 462(1)
Values Statement 14.1 Special Olympics 463(1)
Attitudes about Rank and Hierarchy 463(1)
Attitudes about Religion 463(1)
Attitudes about Taste and Diet 463(1)
QuickBreak 14.1 The Melting-Pot Myth 464(1)
Attitudes about Colors, Numbers, and 464(1)
Symbols
Attitudes about Assimilation and 465(1)
Acculturation
Cross-Cultural Communication: Definitions 466(3)
and Dangers
Encoding and Decoding 466(1)
Gestures and Clothing 467(1)
Stereotyping 468(1)
Achieving Successful Cross-Cultural 469(8)
Public Relations: A Process
Stage One: Awareness 469(1)
QuickBreak 14.2 Diversity in Public 470(1)
Relations
Stage Two: Commitment 471(1)
Stage Three: Research 471(1)
QuickBreak 14.3 What's Your CL Rating? 472(1)
Stage Four: Local Partnership 472(1)
Stage Five: Diversity 473(1)
Stage Six: Testing 473(1)
Stage Seven: Evaluation 473(1)
Stage Eight: Advocacy 473(2)
QuickBreak 14.4 Double-Whammy Culture 475(1)
Clash
Stage Nine: Continuing Education 475(2)
Summary 477(1)
Discussion Questions 477(6)
Memo from the Field Bill Imada, IW Group 478(1)
Case Study 14.1 Pitney Bowes Sends a 479(2)
Message
Case Study 14.2 Zakazukha! 481(2)
Key Terms 483(1)
Notes 483(4)
Public Relations and the Law 487(42)
A Parade of Corporate Horrors 488(2)
Public Relations, the Law, and You 489(1)
Public Relations and the First Amendment 490(4)
Political versus Commercial Speech 491(1)
The Key: Know Your Own Business 492(1)
QuickBreak 15.1 Kasky V. Nike 493(1)
Federal Agencies That Regulate Speech 494(9)
The Federal Trade Commission 494(1)
The Securities and Exchange Commission 495(3)
QuickBreak 15.2 Sec Rule 10b-5 498(2)
The Federal Communications Commission 500(1)
Values Statement 15.1 Federal 501(1)
Communications Commission
The Food and Drug Administration 502(1)
Libel 503(3)
The Burden of Proof in Libel 503(1)
Actual Malice 504(1)
Other Forms of Libel 505(1)
Privacy 506(3)
The Four Torts of Privacy 506(1)
QuickBreak 15.3 The Pursuit of Privacy 507(1)
Privacy Issues in Public Relations 508(1)
Copyright 509(4)
Copyright Guidelines 509(1)
The Digital Millennium Copyright Act 510(1)
QuickBreak 15.4 Online Music Piracy 511(1)
Fair Use 512(1)
Protecting Your Intellectual Property 512(1)
Rights
Litigation Public Relations 513(4)
Public Relations as a Legal Strategy 514(1)
The Use of LPR Tactics 514(2)
Is LPR in Society's Best Interests? 516(1)
Summary 517(1)
Discussion Questions 517(7)
Memo from the Field James F. Haggerty, 518(1)
The PR Consulting Group, Inc.
Case Study 15.1 Higher Standards? 519(2)
Case Study 15.2 In Search of Sunshine 521(3)
Key Terms 524(1)
Notes 524(5)
Your Future in Public Relations 529(35)
What's Next? 530(2)
QuickBreak 16.1 Gunggongguanxi 531(1)
Social Forces and Public Relations 532(11)
The Global Spread of Democracy 532(1)
Globalization 533(1)
The Changing Face of the United States 533(2)
The Growth in World Population 535(2)
QuickBreak 16.2 The Hispanic and Latino 537(2)
Factor
QuickBreak 16.3 What Would Jesus Drive? 539(1)
Feminization of the Workplace 540(1)
QuickBreak 16.4 Sexual Harassment 541(2)
Values Statement 16.1 League of Women 543(1)
Voters of the United States
Where Public Relations Is Headed 543(3)
Your Future in Public Relations 546(5)
QuickBreak 16.5 You Are the Future 547(2)
The Future of Values-Driven Public 549(2)
Relations
Summary 551(1)
Discussion Questions 552(7)
Memo from the Field Sarah Yeaney, 552(1)
2004-2005 National President, PRSSA
Case Study 16.1 Shared Sacrifice? 553(2)
Case Study 16.2 PR in the Face of Terror 555(4)
Key Terms 559(1)
Notes 560(4)
Appendix Public Relations Society of America 564(7)
Member Code of Ethics 2000
Glossary 571(16)
Index 587

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