Public relations: strategies and tactics
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
Harper & Row
1989
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIII, 686, 10 S. Ill. |
| ISBN: | 0060471069 |
Internformat
MARC
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| 100 | 1 | |a Wilcox, Dennis L. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Public relations |b strategies and tactics |c Dennis L. Wilcox ; Phillip H. Ault ; Warren K. Agee |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a New York, NY [u.a.] |b Harper & Row |c 1989 | |
| 300 | |a XXIII, 686, 10 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
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| 650 | 4 | |a Relations publiques - États-Unis | |
| 650 | 4 | |a Public relations | |
| 650 | 4 | |a Public relations |z United States | |
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| 700 | 1 | |a Ault, Phillip H. |e Verfasser |4 aut | |
| 700 | 1 | |a Agee, Warren K. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m SWB Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=001242699&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1804116344142036992 |
|---|---|
| adam_text | IMAGE 1
IMAGE 2
CONTENTS
I
FOREWORD BY EDWARD L. BERNAYS
PREFACE
XIX XXI
PART ONE
ROLE 1
WELCOME TO PUBUC RELATIONS!
CHAPTER I WHAT IS PUBLIC RELATIONS?
2
THE CHALLENGE OF PUBLIC RELATIONS A PLETHORA OF DEFINITIONS THE
VERSATILE ROLE OF THE PRACTITIONER PUBLIC RELATIONS AS A PROCESS
OTHER NAMES FOR PUBLIC RELATIONS
3
4 5
7
8
13
THE CASE FOR PUBLIC RELATIONS 14
MEDIA STEREOTYPES OF PUBLIC RELATIONS
PUBLIC RELATIONS RESPONSE TO CRITICISM 16
HOW PUBLIC RELATIONS DIFFERS FROM ADVERTISING
THE VALUES OF PUBLIC RELATIONS CASE PROBLEM QUESTIONS FOR REVIEW AND
DISCUSSION SUGGESTED READINGS
16 17
18 18
19
CHAPTER 2 TYPES OF PUBLIC RELATIONS WORK
CORPORATIONS
ASSOCIATIONS
21
22
26
TRADE ASSOCIATIONS 26 LABOR UNIONS 27
SOCIETIES 27 CAUSE ORGANIZATIONS 28
PROFESSIONAL AND CULTURAL
III
IMAGE 3
IV
CONTENTS
SOCIAL AND RELIGIOUS AGENCIES
PERSONAL AND ENTERTAINMENT PUBLICITY PUBLIC AFFAIRS, THE MILITARY, AND
POLITICS EDUCATION CASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER 3 HISTORY OF PUBLIC RELATIONS
THE ROOTS OF PUBLIC RELATIONS THE EVOLVING FUNCTIONS
PRESS AGENTRY 37 PUBLICITY 39 COUNSELING 42
PUBLIC RELATIONS COMES OF AGE
AFTER WORLD WAR II 55
CASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER 4 PUBLIC RELATIONS DEPARTMENTS AND FIRMS
PUBLIC RELATIONS DEPARTMENTS
THE ROLE OF DEPARTMENTS 66 EXPECTATIONS OF MANAGEMENT 67 ORGANIZATION OF
A DEPARTMENT 68 LINE FUNCTION VERSUS STAFF FUNCTION 70 SOURCES OF
FRICTION 73 PLACE IN OVERALL STRUCTURE 74
ADVANTAGES AND DISADVANTAGES OF WORKING IN A DEPARTMENT 76
PUBLIC RELATIONS FIRMS
THE SERVICES THEY PROVIDE 77 THE LARGEST FIRM: HILL AND KNOWLTON 79
ADVERTISING AND PUBLIC RELATIONS MERGERS 79 STRUCTURE OF A COUNSELING
FIRM 81 WORKING IN A PUBLIC RELATIONS FIRM 82 PROS AND CONS OF USING A
PUBLIC RELATIONS
FIRM 84 FEES AND CHARGES 87
CASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
29 29 30 31
32 32
33
35
35 37
55
62 62 63
65
66
76
91
91
92
IMAGE 4
CHAPTER 5
THE INDIVIDUAL IN PUBLIC RELATIONS
THE PUBLIC RELATIONS ROLE
HOW PUBLIC RELATIONS DIFFERS FROM JOURNALISM 96 PUBLIC RELATIONS 96 A
CHANGING FOCUS IN
PERSONAL QUALIFICATIONS AND ATTITUDES
ERASING THE CLICHE IMAGE 97 FOUR ESSENTIAL TALENTS 98
WHAT KINDS OF JOBS?
NEEDED: AN UNDERSTANDING OF ECONOMICS PROFESSIONAL SUPPORT SERVICES
ORGANIZATIONS AND SOCIETIES 106 INTERNSHIPS 108
WOMEN IN THE FIELD
MINORITIES IN PUBLIC RELATIONS WHAT KINDS OF SALARIES?
CASE PROBLEM QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER 6 ETHICS AND PROFESSIONALISM
DEFINITION CODES OF ETHICS
THE PRSA CODE OF PROFESSIONAL STANDARDS 118 PRSA S CODE ENFORCEMENT 120
IABC S CODE OF ETHICS 123 A COMMON CODE OF
CONDUCT 125
PROFESSIONALISM, LICENSING, AND ACCREDITATION
PROFESSIONALISM 126 LICENSING 127 STEPS TOWARD PROFESSIONALISM 130
ACCREDITATION 129 OTHER
ETHICS IN INDIVIDUAL PRACTICE 130
ETHICAL DEALINGS WITH NEWS MEDIA 133
BUSINESS, GOVERNMENT, AND ETHICS 133
THE WAVE OF SCANDALS 133 INDUSTRY AND EDUCATOR REACTIONS 135 ETHICS AND
LAWS CONCERNING FINANCIAL NEWS 136
CASE STUDY: THE FRANCO AFFAIR 138
CASE PROBLEM 1 141
CASE PROBLEM 2 141
95
96
97
100
105 106
108 110 111 112
113 113
117
117
118
126
V
CONTENTS
IMAGE 5
VI
CONTENTS
QUESTIONS FOR REVIEW AND DISCUSSION
SUGGESTED READINGS
PART TWO
PROCESS
CHAPTER 7 RESEARCH
THE NEED FOR RESEARCH
WHAT RESEARCH CAN ACCOMPLISH 148 WHY RESEARCH IS NECESSARY 148
INFORMAL RESEARCH METHODS
ORGANIZATIONAL MATERIALS 150 PERSONAL CONTACTS 150 NEWS ARTICLES 151
REGIONAL AND NATIONAL POLLS 152 TRADE
GROUPS 152 LIBRARY RESEARCH 152 ADVISORY PANELS, IDEA
JURIES 152 MAIL AND TELEPHONE ANALYSIS 152 FOCUS
GROUPS 154 COPY TESTING 154 COMMUNICATION AUDITS 154
SAMPLING PUBLIC OPINION
THE PROBABILITY SAMPLE 155 THE QUOTA SAMPLE 155 SAMPLE 155 PURPOSIVE
SAMPLING 156
QUESTIONNAIRE DESIGN
THE SIZE OF THE
BIAS IN QUESTIONS 157 DOUBLE-BARRELED QUESTIONS 157 COURTESY BIAS 158
THE ANSWER CATEGORIES 158 QUESTIONNAIRE GUIDELINES 160
WAYS OF REACHING RESPONDENTS 161
MAIL QUESTIONNAIRES 161 INTERVIEWS 163 TELEPHONE SURVEYS 162 PERSONAL
CASE STUDY: TURKEY GROUP USES PSYCHOGRAPHIES
CASE PROBLEM QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER ~ PLANNING AND ACTION
THE MBO APPROACH THE STEPS IN DETAIL
DEFINE THE PROBLEM AUDIENCES 173 PROGRAM 176
168 SET OBJECTIVES 170 DEFINE THE
PLAN THE PROGRAM 175 EXECUTE THE ASSESS THE RESULTS 177
141
142
145
147
147
150
154
157
163 164 164 165
167
167
168
IMAGE 6
CASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER 9 COMMUNICATION
THE NATURE OF COMMUNICATION
THE NEED FOR A COMMON GROUND 185 FEEDBACK 186 THE ROLE OF THE
SENSES 186 MCLUHAN S HOT AND COOL MEDIA MESSAGES 188
THE EFFECTS OF COMMUNICATION
AVOIDING THE WASTED MESSAGE 189 HOW NEW IDEAS AND PRODUCTS ARE ADOPTED
191 THE PUBLIC RELATIONS OBJECTIVES 192
THE PROCESS OF COMMUNICATION
SOURCE CREDIBILITY 195 ACRONYMS, AND SLOGANS CONTEXT OF THE MESSAGE 195
195 SYMBOLS,
WRITING FOR CLARITY
AVOIDING JARGON 197 FITTING THE LANGUAGE TO THE AUDIENCE 198
UNDERSTANDING THE MEANING OF WORDS 199 DISCRIMINATORY LANGUAGE 199
AVOIDING
BARRIERS TO COMMUNICATION
A CHECKLIST CASE PROBLEM QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED
READINGS
CHAPTER 10 EVALUATION
OBJECTIVES: A PREREQUISITE FOR EVALUATION
OBSTACLES TO MEASUREMENT AND EVALUATION MEASUREMENT OF PRODUCTION
MEASUREMENT OF DISTRIBUTION MEASUREMENT OF MESSAGE EXPOSURE
GROSS IMPRESSIONS 210 DOLLAR VALUE 211 COST PER
PERSON 212 SYSTEMATIC TRACKING 212 REQUESTS AND 800 NUMBERS 213
AUDIENCE ATTENDANCE 214 PILOT TESTS AND SPLIT MESSAGES 214
MEASUREMENT OF MESSAGE ACCURACY
IMPORTANCE OF OBJECTIVES 215 AUDIENCE SURVEYS 215
182 182 183
185
185
189
195
197
200 202 203 203
204
205
206 207 208 209
209
215
VII
CONTENTS
IMAGE 7
VIII
CONTENTS
MEASUREMENT OF AUDIENCE ACCEPTANCE
MEASUREMENT OF ATTITUDE CHANGE
MEASUREMENT OF ACTION
MEASUREMENT OF SUPPLEMENTAL ACTIVITIES
COMMUNICATION AUDIT 220 MEETINGS AND EVENTS 221 NEWSLETTERS 222
THE PUBLIC RELATIONS PROCESS AT WORK: AN EXAMPLE
CASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION
SUGGESTED READINGS
PART THREE
STRATEGY
CHAPTER II PUBLIC OPINION AND PERSUASION
WHAT IS PUBLIC OPINION?
OPINION LEADERS AS CATALYSTS
TWO TYPES OF LEADERS 232 ROLE 232 THE FLOW OF OPINION 232 THE MEDIA S
PUBLIC OPINION AND PUBLIC RELATIONS
PERSUASION: PERVASIVE IN OUR LIVES
DEFINITIONS OF PERSUASION 235 USES OF PERSUASION 235
FACTORS IN PERSUASIVE COMMUNICATION
AUDIENCE ANALYSIS 236 SOURCE CREDIBILITY 237 APPEAL TO SELFINTEREST 239
CLARITY OF MESSAGE 240 TIMING AND
CONTEXT 241 AUDIENCE PARTICIPATION 241 SUGGESTIONS FOR ACTION 242
CONTENT AND STRUCTURE OF MESSAGES 242 PERSUASIVE SPEAKING 245
PROPAGANDA
CONNOTATIONS AND DENOTATIONS OF THE WORD 246 TECHNIQUES 247 A WORD ABOUT
ETHICS 248 PROPAGANDA
PERSUASION AND MANIPULATION
LACK OF MESSAGE PENETRATION 248 COMPETING MESSAGES 249 SELF-SELECTION
250 SELF-PERCEPTION 250
THE ETHICS OF PERSUASION
217
218 219 220
224 225 225 226
227
229
229 231
233
235
236
246
248
251
IMAGE 8
A CHECKLIST
CASE PROBLEM QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER 12 REACHING THE AUDIENCE
MATCHING AUDIENCE AND MEDIA THE PRINT MEDIA
NEWSPAPERS 256 PUBLIC RELATIONS OPPORTUNITIES IN NEWSPAPERS 260 CREATING
NEWS EVENTS 261 MAGAZINES 266 PUBLIC RELATIONS OPPORTUNITIES IN
MAGAZINES 269 BOOKS 271 PUBLIC RELATIONS OPPORTUNITIES IN
BOOKS 273 DIRECT MAIL 274
THE SPOKEN MEDIA
RADIO 274 PUBLIC RELATIONS OPPORTUNITIES IN RADIO 275 TELEVISION 277
PUBLIC RELATIONS OPPORTUNITIES IN TELEVISION 279 MOTION PICTURES 282
SPONSORED FILMS 282
CASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER 13 PUBLIC RELATIONS AND THE LAW
A SAMPLING OF LEGAL PROBLEMS LIBEL AND SLANDER
SUITS AGAINST COMPANY OFFICIALS 290 PROVING DAMAGE TO A CORPORATE
REPUTATION 290 FAIR COMMENT AND CRITICISM 291 THE PUBLIC FIGURE
CONCEPT 291
RIGHTS OF EMPLOYEES
EMPLOYEE COMMUNICATIONS 291 ADVERTISING CONSIDERATIONS 293 PRESS
INQUIRIES 293 INFORMATION ABOUT EMPLOYEE BENEFITS 294 EMPLOYEE FREEDOM
OF SPEECH 294
PHOTO RELEASES
OWNERSHIP OF IDEAS USE OF COPYRIGHT
PHOTOGRAPHY AND ARTWORK 298 FAIR USE VERSUS INFRINGEMENT 299 COPYRIGHT
GUIDELINES 300
252
252 253 253
255
255 256
274
284 284 285
287
288 289
291
295 296 297
IX
CONTENTS
IMAGE 9
X
CONTENTS
TRADEMARKS
SELECTING TRADEMARKS 300 SAFEGUARDING TRADEMARKS 302 AVOIDING IMPROPER
USE OF OTHER REGISTERED TRADEMARKS 302 GENERIC NAMES 304
FEDERAL TRADE COMMISSION
SECURITIES AND EXCHANGE COMMISSION CORPORATE FREE SPEECH MEETING ROOMS,
PLANT TOURS, AND OPEN HOUSES
MEETING ROOMS 310 PLANT TOURS 311 OPEN HOUSES 311
PUBLIC RELATIONS AND LEGAL COUNSEL CASE PROBLEM QUESTIONS FOR REVIEW AND
DISCUSSION SUGGESTED READINGS
PART FOUR
APPLICATION
CHAPTER 14 CORPORATIONS
THE CORPORATE ROLE THE HUMAN FACTOR
THE PUBLIC PERCEPTION 320 WHAT CAN HAPPEN WHEN BUSINESSES OVERLOOK THE
HUMAN FACTOR 320 COMPUTERS VERSUS HUMANS 322 COURTESY PAYS 322
CONSUMERISM
THE DEVELOPMENT OF THE CONSUMER MOVEMENT 323 TODAY 324 PRODUCT RECALLS
324
CONSUMERISM
THE BUSINESS-MEDIA RELATIONSHIP
A RESEARCH STUDY OF THE RELATIONSHIP 327
CRISIS PUBLIC RELATIONS
THE BEST COURSE TO FOLLOW 330 THREE MILE ISLAND 330
ISSUES MANAGEMENT
PUBLICITY EFFORTS FINANCIAL INFORMATION EMPLOYEE COMMUNICATIONS
A DEPARTMENT IN OPERATION
THE PROBLEM 339 THE COUNTERATTACK 339 THE RESULTS OF THE
EFFORT 342 HOW THE SAN DIEGO GAS & ELECTRIC PUBLIC RELATIONS DEPARTMENT
OPERATES 342 PUBLICATIONS 343 ELECTRONIC
300
305 306 308 310
312 313 313 314
317
319
319 320
323
326
329
331 334 335 336
338
IMAGE 10
AND VIDEO COMMUNICATIONS 343
BUREAU 344
MEDIA OPERATIONS 343 SPEAKERS
CASE STUDIES: PUBLIC RELATIONS CRISES-A CONTRAST
THE WRONG WAY: FIRESTONE S DEFECTIVE RADIAL TIRES 344 THE RIGHT WAY: THE
TYLENOL CYANIDE DEATHS 347 A SECOND CRISIS 350
A CASE STUDY: INTRODUCING A PRODUCT-KODAK S DISC CAMERA
CASE PROBLEM QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER 15 PUBLIC AFFAIRS AND GOVERNMENT
BUSINESS PUBLIC AFFAIRS
GOVERNMENT RELATIONS
THE ROLE OF PUBLIC AFFAIRS SPECIALISTS 362 COMMITTEES 363 POLITICAL
ACTION
LOBBYING
LOBBYING AND THE PUBLIC INTEREST 365 LOBBYING-MORE THAN ACCESS 366
LOBBYING AND INFLUENCE PEDDLING 366 LOBBYING FOR TRADE GROUPS 368
LOBBYING FOR FOREIGN GOVERNMENTS 369 PUBLIC RELATIONS FIRMS AND LAW
FIRMS 370 A CHECKLIST FOR LOBBYISTS 370
COMMUNITY RELATIONS 371
CORPORATE PHILANTHROPY 372
PUBLIC AFFAIRS IN GOVERNMENT 374
PUBLIC INFORMATION VERSUS PUBLIC RELATIONS 375 SCOPE OF FEDERAL
GOVERNMENT INFORMATION 378 STATE INFORMATION SERVICES 384 MUNICIPAL
INFORMATION SERVICES 384 CRITICISMS OF GOVERNMENT INFORMATION SERVICES
386
PUBLIC RELATIONS AND POLITICAL CANDIDATES 388
CASE PROBLEM 391
QUESTIONS FOR REVIEW AND DISCUSSION 391
SUGGESTED READINGS 392
CHAPTER 16 INTERNATIONAL PUBLIC RELATIONS 395
A DEFINITION INTERNATIONAL CORPORATE PUBLIC RELATIONS
GROWTH 396 LANGUAGE, CULTURAL, AND OTHER PROBLEMS 397
344
351
354 354 355
359
359 362
365
395 396
XI
CONTENTS
IMAGE 11
XII
CONTENTS
INTERNATIONAL INSTITUTIONAL PUBLIC RELATIONS
GOVERNMENT PUBLIC RELATIONS EFFORTS
401 403
UNITED STATES 404 SOUTH AFRICA 408 GREAT BRITAIN 405 SOVIET UNION 406
PUBLIC RELATIONS IN BEHALF OF FOREIGN GOVERNMENTS
THE COUNTRIES GOALS 408 ACTION PROGRAMS 409 PROBLEMS AND REWARDS 410
PUBLICITY FOR ANTIGOVERNMENT GROUPS 411 THE ETHICAL QUESTIONS 411 HOW TO
HANDLE A CRISIS 412
408
REPRESENTING FOREIGN INDUSTRIES IN THE UNITED STATES EXAMPLES OF
INDUSTRY PUBLIC RELATIONS IN FOREIGN COUNTRIES
PEOPLE S REPUBLIC OF CHINA 414 SOUTH AFRICA 414 GREAT BRITAIN 416
FEDERAL REPUBLIC OF GERMANY 417
FOREIGN AND INTERNATIONAL PUBLIC RELATIONS ORGANIZATIONS 417
OPPORTUNITIES AND QUALIFICATIONS FOR INTERNATIONAL WORK 418
CASE STUDY: CHINA-A PUBLIC RELATIONS SUCCESS STORY 419
CASE STUDY: A 90-COUNTRY CAMPAIGN-THE DALKON SHIELD STORY 421 CASE
STUDY: THE NESTLE INFANT FORMULA CONTROVERSY 423
CASE PROBLEM 426
QUESTIONS FOR REVIEW AND DISCUSSION 426
SUGGESTED READINGS 427
413 414
CHAPTER 17 MEMBERSHIP ORGANIZATIONS 429
TRADE ASSOCIATIONS 429
A TYPICAL PROGRAM 430 A VARIETY OF APPROACHES 431 REPEAL A LAW 432 A
LOCAL CAMPAIGN 434
LABOR UNIONS PROFESSIONAL ASSOCIATIONS CHAMBERS OF COMMERCE CASE STUDY:
A NEW IMAGE FOR PRUNES
CASE PROBLEM QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
WORKINGTO
435 438 442 443
444 444 445
CHAPTER 18 SOCIAL AND CULTURAL AGENCIES 447
THE CHALLENGES OF PUBLIC RELATIONS FOR PHILANTHROPIC ORGANIZATIONS 447
THE SEVEN CATEGORIES OF SOCIAL AGENCIES 449
IMAGE 12
PUBLIC RELATIONS GOALS
PUBLIC AWARENESS 452 USE OF SERVICES 453 CREATION OF EDUCATIONAL
MATERIALS 453 VOLUNTEER WORKERS 456 FUND-RAISING 457
HOSPITAL PUBLIC RELATIONS
GROWTH OF MARKETING 467 HOSPITALS 469
THREE CASE STUDIES
NEW ROLES FOR HOSPITALS 468 CRITICISMS OF
THE BRAILLE INSTITUTE: QUIET, EFFECTIVE 471 USING PUBLIC SERVICE RADIO
473 STAGING A COMMUNITY HEALTH FAIR 476
CASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION
SUGGESTED READINGS
CHAPTER 19 EDUCATION
COLLEGES AND UNIVERSITIES
DEVELOPMENT AND PUBLIC RELATIONS OFFICES 479 NEWS BUREAU 480 SERVING THE
PUBLICS 481 SUPPORT FOR ADVANCEMENT OFFICERS 488 QUALIFICATIONS FOR
CAREERS 489
ELEMENTARY AND SECONDARY SCHOOLS
RESPONSE TO CONTEMPORARY ISSUES 490 REACHING THE PUBLICS 492
A CASE STUDY: SYRACUSE REVAMPS ITS PROGRAM
CASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION
SUGGESTED READINGS
CHAPTER 20 ENTERTAINMENT, SPORTS, AND TRAVEL
THE USE AND ABUSE OF PUBLICITY
THE CULT OF PERSONALITY
THE MYSTIQUE OF CELEBRITY
WHAT MAKES A STAR? 505 A PRESS AGENT S REVELATIONS 507 PSYCHOLOGICAL
EXPLANATIONS 508
THE PRACTITIONER S RESPONSIBILITY
DAMAGE CONTROL 509 THE QUESTION OF ETHICS 509
452
467
471
477 477 478
479
479
490
497
500 500 501
503
504 504
505
509
XIII
CONTENTS
IMAGE 13
XIV
CONTENTS
CONDUCTING A PERSONALITY CAMPAIGN
INTERVIEW THE CLIENT 510 A MARKETING STRATEGY 510 RESULTS 514
PREPARE A BIOGRAPHY OF THE CLIENT 510 PLAN CONDUCT THE CAMPAIGN 511
RECORD THE
PROMOTING AND ENTERTAINMENT
PUBLICITY TO STIMULATE TICKET SALES 514 AN EXAMPLE: PUBLICIZING A PLAY
515 THE DRIP-DRIP-DRIP TECHNIQUE OF PUBLICITY 515 A LOOK AT THE MOTION
PICTURE INDUSTRY 516
SPORTS PUBLICITY
COLLEGE AND UNIVERSITY SPORTS 517 COMMERCIAL SPONSORSHIP OF SPORTS 517
PROFESSIONAL SPORTS 519 SUPERSPORTS: THE SUPER BOWL 519
TRAVEL PROMOTION 520
THREE PHASES OF TRAVEL PROMOTION 521 APPEALS TO TARGET AUDIENCES 523
TIMES OF CRISIS 523
CASE PROBLEM 524
QUESTIONS FOR REVIEW AND DISCUSSION 524
SUGGESTED READINGS 525
PART FIVE
TACTICS
CHAPTER 21 PUBLIC RELATIONS AND NEW TECHNOLOGIES
THE COMMUNICATIONS EXPLOSION
THE COMPUTER
WORD PROCESSING 530 DESKTOP PUBLISHING 532 MAILING LISTS 532 LISTS OF
CONTACTS 533 ON-LINE CONFERENCES 533
DATA BASES 534 GRAPHICS 537
SATELLITE TRANSMISSION
NEWS RELEASE DELIVERY 538 VIDEO AND AUDIO NEWS RELEASE DISTRIBUTION 539
GLOBAL TRANSMISSION OF MESSAGES 540 TELECONFERENCING 540
VIDEOTAPE
OTHER TOOLS
TELETEXT 545 VIDEOTEX 545 FLOPPY DISKS 546 ELECTRONIC
BLACKBOARDS 546 CELLULAR PHONES 547 FIBER OPTICS 547
510
514
517
527
529
530 530
538
544 545
IMAGE 14
CASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER 22 WRITTEN TACTICS
THE NEWS RELEASE
PHYSICAL APPEARANCE 552 CONTENT 553 DELIVERY OF NEWS RELEASES 556
LOCALIZING A NEWS RELEASE 558 GETTING EXTRA MILEAGE FROM NEWS RELEASES
559
THE FACTSHEET
THE PRESS KIT 561
THE NEWSLETTER
COMPANY PERIODICALS
MAGAZINES FOR EMPLOYEES AND RETIREES 565 MAGAZINES FOR STOCKHOLDERS AND
EMPLOYEES 568 MAGAZINES FOR MARKETING STAFF MEMBERS AND WHOLESALERS OF
COMPANY PRODUCTS 569 MAGAZINES FOR CUSTOMERS AND MEMBERS 571
BROCHURES AND HANDBOOKS
INFORMATIONAL BROCHURES 572 HANDBOOKS 573 CORPORATE BROCHURES FOR
EXTERNAL USE 573 CORPORATE BROCHURES FOR INTERNAL USE 574 GLOSSARIES 574
THE ANNUAL REPORT
CORPORATE ADVERTISING
IMAGE-BUILDING 579 FINANCIAL RELATIONS PROGRAMS 579 ADVOCACY 579
EVALUATING CORPORATE ADVERTISING 580
CASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER 23 SPOKEN TACTICS
FACE-TO-FACE DISCUSSION
ASSIGNMENT: SPEECH WRITING
THE BASIC POINTS OF SPEECHWRITING 588 AN EXAMPLE OF SPEECH WRITING 589
548
548 549
551
551
559
562 564
572
574 577
581 582 583
585
585 587
XV
CONTENTS
IMAGE 15
XVI
CONTENTS
SPEECHWRITING TECHNIQUES
THE DIFFERENCE BETWEEN THE WRITTEN AND SPOKEN WORD 592 SOME TIPS FROM
PROFESSIONALS 593 ESTABLISHING A BOND WITH THE AUDIENCE 595
VISUAL AIDS FOR A SPEECH
STAGING A SPEECH
THE PRACTITIONER S ROLE 596 SPEECH TRAINING PROGRAMS 597
HELPING THE SPEAKER POLISH AND PRESENT THE SPEECH
SPEAKERS BUREAUS AND HOTLINES SPECIAL TYPES OF SPEAKING OPPORTUNITIES
THE NEWS CONFERENCE 601 THE PRESS PARTY AND THE PRESS TOUR 607 THE
INTERVIEW 612 CONDUCTING A MEETING 616
WORD-OF- MOUTH
THE INSIDIOUS PROBLEM OF RUMORS 618 MOUTH COMMUNICATION 621 MEASURING
THE EFFECTS OF WORD-OFCASE PROBLEM
QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
CHAPTER 24 VISUAL TACTICS
TELEVISION
NEWS RELEASES 626 NEWS ON CABLE TELEVISION 629 PERSONAL APPEARANCES ON
TELEVISION 630 TELEVISION FOR RESTRICTED AUDIENCES 631
BUSINESS USES OF VIDEOTAPE
VIDEOTAPED FINANCIAL REPORTS 631 INTERNAL CORPORATE TV NEWS PROGRAMS 632
VIDEOTAPED TRAINING AND MARKETING PROGRAMS 633 VIDEOTAPED SALES MESSAGES
633 HOME VIDEO 633
MOTION PICTURES
HOLLYWOOD ENTERTAINMENT FILMS 634 SPONSORED FILMS AND VIDEOS 635
STILL IMAGES FOR PROJECTION
SLIDE SHOWS 638 FILMSTRIPS 639
STILL PHOTOGRAPHY
OVERHEAD TRANSPARENCIES 639
NEWSPAPER REQUIREMENTS 640 MAGAZINE REQUIREMENTS 643
COMIC BOOKS AND CARTOONS
OUTDOOR DISPLAYS
592
596 596
598 599 601
618
622 622 623
625
625
631
634
638
640
644 644
IMAGE 16
CORPORATE DESIGN
CASE PROBLEM QUESTIONS FOR REVIEW AND DISCUSSION SUGGESTED READINGS
AFTERWORD: THE FUTURE OF PUBLIC RELATIONS BY ROBERT L. DILENSCHNEIDER
651 A PUBLIC RELATIONS GLOSSARY 657
BIBLIOGRAPHY 663
INDEX 687
647 648 648 649
XVII
CONTENTS
|
| any_adam_object | 1 |
| author | Wilcox, Dennis L. Ault, Phillip H. Agee, Warren K. |
| author_facet | Wilcox, Dennis L. Ault, Phillip H. Agee, Warren K. |
| author_role | aut aut aut |
| author_sort | Wilcox, Dennis L. |
| author_variant | d l w dl dlw p h a ph pha w k a wk wka |
| building | Verbundindex |
| bvnumber | BV001885463 |
| callnumber-first | H - Social Science |
| callnumber-label | HM263 |
| callnumber-raw | HM263 |
| callnumber-search | HM263 |
| callnumber-sort | HM 3263 |
| callnumber-subject | HM - Sociology |
| classification_rvk | AP 12750 QP 637 |
| ctrlnum | (OCoLC)18324370 (DE-599)BVBBV001885463 |
| dewey-full | 659.2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.2 |
| dewey-search | 659.2 |
| dewey-sort | 3659.2 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| geographic | USA |
| geographic_facet | USA |
| id | DE-604.BV001885463 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T15:37:01Z |
| institution | BVB |
| isbn | 0060471069 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-001242699 |
| oclc_num | 18324370 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM DE-473 DE-BY-UBG DE-703 DE-824 DE-B170 |
| owner_facet | DE-19 DE-BY-UBM DE-473 DE-BY-UBG DE-703 DE-824 DE-B170 |
| physical | XXIII, 686, 10 S. Ill. |
| publishDate | 1989 |
| publishDateSearch | 1989 |
| publishDateSort | 1989 |
| publisher | Harper & Row |
| record_format | marc |
| spelling | Wilcox, Dennis L. Verfasser aut Public relations strategies and tactics Dennis L. Wilcox ; Phillip H. Ault ; Warren K. Agee 2. ed. New York, NY [u.a.] Harper & Row 1989 XXIII, 686, 10 S. Ill. txt rdacontent n rdamedia nc rdacarrier Relations publiques Relations publiques - États-Unis Public relations Public relations United States Strategie (DE-588)4057952-9 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf USA Öffentlichkeitsarbeit (DE-588)4043188-5 s Strategie (DE-588)4057952-9 s 1\p DE-604 Ault, Phillip H. Verfasser aut Agee, Warren K. Verfasser aut SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=001242699&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Wilcox, Dennis L. Ault, Phillip H. Agee, Warren K. Public relations strategies and tactics Relations publiques Relations publiques - États-Unis Public relations Public relations United States Strategie (DE-588)4057952-9 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| subject_GND | (DE-588)4057952-9 (DE-588)4043188-5 |
| title | Public relations strategies and tactics |
| title_auth | Public relations strategies and tactics |
| title_exact_search | Public relations strategies and tactics |
| title_full | Public relations strategies and tactics Dennis L. Wilcox ; Phillip H. Ault ; Warren K. Agee |
| title_fullStr | Public relations strategies and tactics Dennis L. Wilcox ; Phillip H. Ault ; Warren K. Agee |
| title_full_unstemmed | Public relations strategies and tactics Dennis L. Wilcox ; Phillip H. Ault ; Warren K. Agee |
| title_short | Public relations |
| title_sort | public relations strategies and tactics |
| title_sub | strategies and tactics |
| topic | Relations publiques Relations publiques - États-Unis Public relations Public relations United States Strategie (DE-588)4057952-9 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| topic_facet | Relations publiques Relations publiques - États-Unis Public relations Public relations United States Strategie Öffentlichkeitsarbeit USA |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=001242699&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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