This is PR : the realities of public relations / Doug Newsom, Judy VanSlyke Turk, Dean Kruckeberg.

Includes bibliographical references and index.

Table of Contents

Part One Public Relations: Role, Origins and
Trends Affecting the Future
PR Roles and Specialties 1 (20)
What Is Public Relations? 2 (1)
Organizational Role and Function: 10 2 (2)
Basic Principles
PR and Related Activities 4 (1)
The Job of the PR Practitioner 5 (6)
The Function of Public Relations in 11 (10)
Business and Society
PR's Origins and Evolution 21 (34)
Seeking the PR ``Source Spring'' 22 (3)
The Beginnings of PR in the USA, 1600-1799 25 (1)
Communicating/Initiating: The Era of 26 (4)
Press Agentry and Publicity, 1800-1899
Reacting/Responding: The Time of 30 (5)
Reporters-in-Residence, 1900-1939
Planning/Preventing: The Growth of PR as 35 (6)
a Management Function, 1940-1979
Professionalism: PR in the Era of Global 41 (14)
Communication, 1980-Present
Trends in PR 55 (10)
Cultural Influences on PR 56 (3)
Technology's Impact on Strategy and 59 (6)
Tactics
Part Two Research for PR
Research: Planning, Processes and Techniques 65 (28)
The Basics: Record Keeping and Retrieving 66 (1)
Finding and Using Research Resources 66 (2)
Using Research for Planning and Monitoring 68 (3)
Using Research to Plan and to Evaluate 71 (1)
Outcomes
Informal Research 72 (3)
Formal Research 75 (7)
Audience Information 82 (6)
Research and Problem Solving 88 (5)
Publics and Public Opinion 93 (24)
Identifying and Describing Publics 94 (5)
Issues: Identification, Monitoring, 99 (2)
Evaluation and Management
Issues and the Role of the PR Practitioner 101(5)
Perceptions and Public Opinion 106(4)
Public Opinion Research and Public 110(7)
Relations
Part Three Theory, Ethics and Laws Affecting
PR Practice
Theoretical Underpinnings for PR 117(30)
Origins in Sociology and Psychology 118(1)
Organizational Theory 118(2)
Communication Theories, Three Models 120(1)
Persuasion and Change 121(9)
A Way to Look at Media: Source, Message, 130(17)
Source+Message, Media, Receivers
PR Ethics and Responsibilities 147(26)
Complexities in Ethical Decision Making 150(9)
Responsibility in Advertising and 159(3)
Sponsorships
Responsibility in Publicity 162(5)
Individual Responsibilities 167(6)
PR and the Law 173(36)
The Liabilities of Practicing PR 174(5)
Government Regulations 179(9)
Court Rulings and Legal Responsibilities 188(16)
Revisiting the Hypotheticals 204(5)
Part Four PR in Action
Strategic Management in PR Practice 209(18)
PR's Role in the Organizational Structure 209(6)
as Part of the Management Team
Issue Monitoring and Managing for 215(1)
Organizations
Planning and Managing PR Work 216(11)
Communication Channels and Media 227(28)
Choosing the Medium 228(1)
Choosing the Message---Advertising and 228(13)
Publicity
Traditional Hybrids: Direct Mail and 900 241(10)
Phone Numbers
Developing Hybrids 251(4)
Tactics and Techniques: Details That Make 255(44)
PR Strategy Work
Advertising 255(5)
Publicity and Publications 260(14)
Publicity through the Mass Media 274(12)
On the Job with Media People 286(6)
Goofs and Glitches 292(1)
Talking Back and Correcting 293(6)
Campaigns 299(16)
Types of Campaigns 299(1)
Characteristics of Successful Campaigns 300(1)
Planning a Campaign 301(3)
Implementing the Campaign 304(1)
Evaluating the Campaign 305(1)
Campaign Outline 306(1)
Changing Behavior 307(4)
Government Campaigns 311(4)
Crisis and Credibility 315(28)
Anticipating a Crisis 316(8)
Dealing with a Crisis 324(17)
Recovery and Evaluation 341(2)
Public Relations Practice and a Worldview 343(12)
Global Variables Affecting PR Practice 345(1)
Political Ideology and PR Practice 345(2)
Economic Systems/Levels of Economic 347(1)
Development and PR Practice
Levels of Activism and PR Practice 347(1)
Culture and PR Practice 348(3)
Media Environment and PR Practice 351(1)
Conclusion 351(4)
Notes 355(22)
Glossary 377(24)
Index 401