Modern public relations:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
McGraw-Hill
1979
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 496 S. Ill. |
| ISBN: | 0070406197 |
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| adam_text | IMAGE 1
MODERN PUBLIC
RELATIONS
JOHN E. MARSTON
MCGRAW-HILL BOOK COMPANY
NEW YORK SI. LOUIS SAN FRANCISCO AUCKLAND BOGOTA DIISSELDORF
JOHANNESBURG LONDON MADRID MEXICO MONTREAL NEW DELHI
PANAMA PARIS SILO PAULO SINGAPORE SYDNEY TOKYO TORONTO
IMAGE 2
CONTENTS
PREFACE XIII
1
THE NATURE OF PUBLIC RELATIONS CHAPTER 1 WHAT IS PUBLIC RELATIONS? 3
TOWARD A SHARPER DEFINITION / THE GROWTH OF PUBLIC RELATIONS / THE
BIBLIOGRAPHY OF PUBLIC RELATIONS
CHAPTER 2 WHY PUBLIC RELATIONS? 10
CHANGES IN AMERICAN LIVING PATTERNS / THE NEW COMMUNICATIONS WORLD /
THREE WAYS OF SECURING HUMAN COOPERATION / A BRIEF HISTORY OF PUBLIC
RELATIONS / ADDITIONAL READING
V
IMAGE 3
VI CONTENTS
CHAPTER 3 THE NATURE OF COMMUNICATION AND PUBLIC OPINION 29
WHY DO PEOPLE COMMUNICATE? / HOW DO PEOPLE COMMUNICATE? / WHAT ELEMENTS
ARE NECESSARY FOR COMMUNICATION? / THE SOURCE OF A COMMUNICATION /
ENCODING A COMMUNICATION / SIGNAL BREAKDOWNS / DECODING A COMMUNICATION
/ ACTIONS OFTHE RECEIVER / THE TWO-WAY NATURE OF COMMUNICATION /
DEMONSTRATING LISTENING / WHAT IS PUBLIC OPINION? /
COMMUNICATION AND PERSUASION / ADDITIONAL READING
CHAPTER 4 REACHING SPECIAL PUBLICS 44
INTERNAL AND EXTERNAL PUBLICS / INTERNAL PUBLICS: THE EMPLOYEE PUBLIC /
THE STOCKHOLDER PUBLIC / THE
COMMUNITY PUBLIC / THE SUPPLIER PUBLIC / THE
DEALER AND DISTRIBUTOR PUBLIC / THE CONSUMER PUBLIC / EXTERNAL PUBLICS:
THE PRESS PUBLIC / THE EDUCATOR PUBLIC / THE CLERGY PUBLIC / CIVIC AND
HUSINESS CLUBS /
WOMEN S CLUBS / SOCIAL GROUPS / GOVERNMENT AS A
PUBLIC / PUBLIC RELATIONS WITH THE FINANCIAL WORLD / THE TRADE
ASSOCIATION PUBLIC / THE FARMER PUBLIC /
ADDITIONAL READING
CHAPTER 5 SOME SPECIAL USERS OF PUBLIC RELATIONS AND THEIR NEEDS 78
THE PUBLIC RELATIONS OF TRADE AND INDUSTRY / THE
PUBLIC RELATIONS OF BANKS / PUBLIC RELATIONS PROBLEMS OF UTILITIES / THE
PROBLEMS OF PUBLIC TRANSPORTATION / THE PUBLIC RELATIONS OF THE MEDIA OF
MASS COMMUNICATIONS / THE PUBLIC RELATIONS OF AGRICULTURE / THE PUBLIC
RELATIONS OF TRADE ASSOCIATIONS / ADDITIONAL
READING
CHAPTER 6 MORE SPECIAL USERS OT PUBLIC RELATIONS 102
THE PUBLIC RELATIONS OF THE PROFESSIONS / THE PUBLIC RELATIONS OF LABOR
UNIONS / THE PUBLIC RELATIONS PROBLEMS OF SOCIAL WELFARE / THE SPECIAL
PUBLIC RELATIONS PROBLEMS OF HOSPITALS / THE SPECIAL PROBLEM OF
CONVALESCENT HOMES / THE PUBLIC RELATIONS OF
CHURCHES / A WORD ABOUT INTERFAITH MOVEMENTS / PUBLIC RELATIONS AND RACE
RELATIONS IN THE UNITED STATES /
IMAGE 4
CONTENTS
VII
THE CONTINUING PROBLEMS OF LOCAL PUBLIC EDUCATION /
HIGHER EDUCATION-THE TROUBLED HALLS OF IVY / THE
PUBLIC RELATIONS OF THE UNITED STATES MILITARY SERVICES / THE UNITED
STATES GOVERNMENT AND POLITICS / ADDITIONAL READING
CHAPTER 7 IMAGES-CORPORATE AND OTHERWISE 127
ASCERTAINING THE NATURE OF THE CORPORATE IMAGE / DOING SOMETHING ABOUT
THE CORPORATE IMAGE / THE PUBLIC IMAGE OF BUSINESS VERSUS SPECIFIC
BUSINESSES / THE PROPER ROLE OF BUSINESS IN POLITICAL ACTIVITY
CHAPTER 8 THE TOOLS OF PUBLIC RELATIONS 138
THE NEWS FAMILY OF THE MASS MEDIA: THE PRESS AND PUBLICITY / PRESS
CONFERENCES / HANDLING BAD NEWS /
PUBLICITY PHOTOGRAPHS / FEATURE STORIES YIELD THE GREATEST REWARD /
TRADE-MAGAZINE PUBLICITY / GENERAL MAGAZINES / RADIO PUBLICITY /
TELEVISION PUBLICITY / MERCHANDISING PUBLICITY FOR THE GREATEST
RESULTS / THE ADVERTISING FAMILY OF THE MASS MEDIA: PUBLIC RELATIONS
ADVERTISING / TOOLS OF DIRECT APPROACH: COMPANY OR ORGANIZATION
MAGAZINES OR NEWSPAPERS / OPEN HOUSES AND TOURS / EXHIBITS /
MEETINGS / ORGANIZED SOCIAL ACTIVITIES / PARTICIPATION IN LOCAL EVENTS /
THE MOTION PICTURE AND ITS USES / ADDITIONAL READING
2
PUBLIC RELATIONS AT WORK CHAPTER 9 A FORMULA FOR SUCCESSFUL PUBLIC
RELATIONS PRACTICE 185
RESEARCH IN PUBLIC RELATIONS PRACTICE / ACTION IN PUBLIC RELATIONS
PRACTICE / COMMUNICATION IN PUBLIC RELATIONS PRACTICE / EVALUATION /
EXAMPLES OF THE R-A-C-E FORMULA IN USE: RE-ENACTING AMERICA S FIRST
VICTORY / THE DRINKING DRIVER PROBLEM / MOVING AN
AUTOMOBILE MANUFACTURING PLANT
IMAGE 5
VIII CONTENT8
CHAPTER 10 RESEARCH AND RESEARCH CASES 204
EXAMPLES OF PUBLIC RE1ATIONS RESEARCH QUESTIONS / COMMON OBJECTIVES OF
RESEARCH / THE HISTORY OF MODERN OPINION RESEARCH / TYPES OF RESEARCH
USED IN PUBLIC RELATIONS / RESEARCH PITFALLS / RELATIONSHIP
BETWEEN RESEARCH AND PUBLIC RELATIONS PLANNING / SOME PUBLIC RELATIONS
CASES IN WHICH RESEARCH IS A DOMINANT FACTOR: THE STANDARD OIL COM PAN Y
OF CALIFORNIA / THE AMERICAN BANKERS ASSOCIATION /
THE MINNEAPOLIS UNITED FUND DRIVE / OPINION RESEARCH CORPORATION STUDIES
/ ADVERTISING RESEARCH COUNCIL SURVEY ON THE AMERICAN ECONOMIC SYSTEM /
ADDITIONAL READING
CHAPTER 11 ACTION AND ACTION CASES 235
ACTION INHERENT IN AN EXISTING SITUATION: THE INDIANAPOLIS WATER COMPANY
/ COMMUNITY RELATIONS AT ROCKEFELLER CENTER, NEW YORK / ATLAS VAN LINES,
INC. / DETROIT DIESEL ALLISON DIVISION OF GENEML
MOTORS CORPORATION / ACTION CAPITALIZING UPON AN EXISTING FACILITY OF
EVENT: DETROITBANK CORPORATION AND FORT LERNOULT / UNION PACIFIC
RAILROAD CENTENNIAL /
CHAUTAUQUA CENTENNIAL / THE AMERICAN CHEMICAL SOCIETY / ACTION TO
DISPLAY THE EXISTING CHARACTERISTICS OF A PRODUCT OR AN ORGANIZATION:
JOHNSON MOTORS / MINIATURIZATION AWARDS / DEMONSTRATING PUBLIC
RESPONSE TO A NEWSPAPER / ACTIONS WHICH SHOW THE CHARACTER OF AN
ORGANIZATION THROUGH SERVICE IN THE PUBLIC WELFARE: TRAVELERS INSURANCE
CYCLE SAFETY PROGRAM / PLYMOUTH TROUBLE-SHOOTING CONTEST / AMERICAN
OPTOMETRIC ASSOCIATION / FORD MOTOR
COMPANY OF MEXICO / WESTINGHOUSE SCIENCE TALENT SEARCH / SCIENCE FAIRS /
COOPERATIVE ACTIONS STIMULATING OTHERS TO WORK FOR THE SOCIAL WELFARE;
THE ROCHESTER IDEA OF XEROX CORPORATION / PROJECT PRIDE OF THE
NATIONAL BANK OF DETROIT / WORKING TOGETHER IN COMMUNITY PARKS / ACTIONS
NEEDED
PRIMARILY TO ACHIEVE COMMUNICATION: THE U.S. ARMY CORPS OF ENGINEERS
CELEBRATES TWO BICENTENNIALS / NATIONAL COTTON COUNCIL OF AMERICA / FORD
BUILDS A FEDERAL PINTO / ACTION SEEN IN ORGANIZATION FOR
PUBLIC RELATIONS PURPOSES: LAW DAY U.S.A. /
IMAGE 6
CONTENTS
IX
PHILADELPHIA ANTI-SHOPLIFTING PROGRAM / OTHER
EXAMPLES
CHAPTER 12 COMMUNICATION AND COMMUNICATION CASES 284
THE PRINCIPLE OF HUMANIZATION: THE MINNEAPOLIS GAS COMPANY / THE
PRINCIPIE OF SUITING THE MESSAGE AND MEANS OF COMMUNICATION TO THE
AUDIENCE: THE CASE OF THE UNHAPPY DEER HUNTERS / THE PRINCIPLE OF
SPEAKING
THE RECEIVER S LANGUAGE: THE CASE OF GOBBLEDEGOOK EMPLOYEE
COMMUNICATIONS / THE PRINCIPLE OF TIMELINESS: THE TRANSAMERICAN PYRAMID
/ GAS DRILLING OFF GALVESTON, TEXAS, BEACHES / ARCO LOOKS AT THE
BICENTENNIAL A DIFFERENT WAY / KANSAS CITY PRIME TIME / THE PRINCIPLE
OF IMAGINATION IN DRAMATIZING A COMMUNICATION: THE CASE OF THE PAPER
SWIM SUIT / THE PRINCIPLE OF TWO-WAY COMMUNICATION: REVITALIZING A
SUGGESTION PROGRAM / HARNESSING THE POWER OF SMALL-GROUP DISCUSSION /
THE PRINCIPLE OF REACHING YOUR OWN PEOPLE FIRST: THE WORLD S BIGGEST
COMPANY PICNIC / GULF OIL S CRISISPORT / THE PRINCIPLE OF
FACING THE FACTS: THE SAN FRANCISCO BAY OIL SPILI / FIRE BLANKS OUT
173,000 NEW YORK TELEPHONES / THE BLACK HILLS FLOOD / THE PRINCIPLE OF
COMMUNICATION BY PERFORMING A NEEDED PUBLIC SERVICE; THE AMERICAN
SOCIETY OF PEDIATRICS / THE MILWAUKEE ART CENTER / PRESERVING HISTORIC
ANNAPOLIS / THE PRINCIPLE OF STRESSING POSITIVE BENEFITS: CHICAGO AREA
REGIONAL TRANSPORTATION AUTHORITY / THE PRINCIPLE OF REPETITION /
THE PRINCIPLE OF OVERCOMING REFUSAL TO PAY ATTENTION / THE PRINCIPLE OF
CONCENTRATING UPON LEADERS OF OPINION:
KAISER ALUMINUM AND CHEMICAL CORPORATION INVESTOR RELATIONS / COCA COLA
PROTECTS ITS TRADEMARK / THE
FOREST INDUSTRIES COUNCIL / THE PRINCIPLE OF PRECONDITIONING AN AUDIENCE
TO A VIEWPOINT / THE PRINCIPLE OF HARMONY IN ALL COMMUNICATIONS:
HAWAIIAN AIRLINES / SHERWIN-WILLIAMS COMPANY; PRUDENTIAL INSURANCE
COMPANY
SHAPTER 13 EVALUATION AND EVALUATION CASES 354
AN ANNUAL AUDIT OF PUBLIC RELATIONS EFFECTIVENESS / EMPIRICAL EVALUATION
METHODS / SCIENTIFIC EVALUATION
IMAGE 7
X CONTENTS
METHODS / THE CASE OF THE TELEPHONE COMPANIES /
THE BELL SYSTEMS OF A.T.&T. / GENERAL TELEPHONE
COMPANY OF FLORIDA / SOUTHWESTERN BELL S COLLEGE-BUSINESS SEMINARS
CHAPTER 14 WORLD-WIDE PUBLIC RELATIONS DEVELOPMENTS
THE CHANGED WORLD SCEN E / PUBLIC RELATIONS OF INTERNATIONAL BUSINESS /
AN EXAMPLE OF TWO-WAY INTERNATIONAL BUSINESS PUBLIC RELATIONS: THE
LUXEMBOURG BANK BRANCH OPENING / XEROX IN LATIN
AMERICA / EXTENDING THE INFLUENCE OF A W ORLD SCOUT JAMBOREE /
CATERPILLAR TRACTOR EXPLAINS ITS MULTINATIONAL OPERATIONS TO EMPLOYEES /
STATUS OF PUBLIC RELATIONS DEVELOPMENT WITHIN VARIOUS COUNTRIES:
GREAT BRITAIN / WEST GERMANY / ITALY / FRANCE /
THE LOW COUNTRIES / SWITZERLAND / OTHERS /
INTERNATIONAL PROFESSIONAL ACTIVITIES / PROBLEMS OF INTERNATIONAL PUBLIC
RELATIONS PRACTICE / GOVERNMENT PUBLIC RELATIONS AND PROPAGANDA / THE
UNITED STATES INTERNATIONAL COMMUNICATION AGENCY / THE BRITISH
CENTRAL OFFICE OF INFORMATION / OTHERS / ADDITIONAL READING
375
CHAPTER 15 POSITIONS AND PREPARATION
ORGANIZATIONAL RANK OF PUBLIC RELATIONS / PERSONAL *UALITIES / EDUCATION
FOR PUBLIC RELATIONS /
CHARACTERISTICS OF DIFFERENT PUB LIC RELATIONS FIELDS / WOMEN IN PUBLIC
RELATIONS / PUB LIC RELATIONS SOCIETY OF AMERICA ACCREDITATION / HOW TO
GET A JOB IN
PUBLIC RELATIONS
409
CHAPTER 16 RIGHT AND WRONG IN PROFESSIONAL PUBLIC RELATIONS 432
PERSUASION IS HONORABLE / A PRIVILEGE AND A RESPONSIBILITY / THE RISE OF
PROFESSIONS / ETHICAL CODES OF HIRED PROFESSIONAIS / THE PUBLIC
RELATIONS PERSON S CODE / PROBLEMS OF REAL LIFE PRACTICE /
THE PENNSYLVANIA TRUCKERS VS. RAILROADS CASE / OIL AND GAS LOBBY
HEARINGS / OTHER PROBLEMS / RISE OF
ORGANIZED INTEREST GROUPS / WHY ETHICS? / ADDITIONAL READING / CHAPTER
APPENDIX: THE PRSA CODE
IMAGE 8
CONTENTS
CHAPTER 17 THE FUTURE OF PUBLIC RELATIONS
TASKS LARGELY ACCOMPLISHED / TASKS UNDERWAY / TASKS STILL CHALLENGING
APPENDIX A SOME ADDITIONAL EXAMPLES OF PUBLIC RELATIONS IN ACTION
L. A BIG BANK SHOWS THAT IT IS SENSITIVE TO HUMAN INTEREST / 2.
CHANGINGA LOO-YEAR-OLDCOMPANYIMAGE / 3. TRYING TO GET MORE UNDERSTANDING
OF THE OPERATING PROBLEM S OF A COMMUTER RAILROAD / 4. HELPING HIGH
SCHOOL JOURNALISTS IN THEIR WORK /
5. CELEBRATING THE 175TH BIRTHDAY OF THE OLDEST U.S.
NAVY WARSHIP / 6. PASSING A SCHOOL BOND ISSUE AFTER TEN FAILURES / 7. A
DETROIT BANK FIGHTS SLICK SWINDLES
APPENDIX B FOURTEEN DO-I.T-YOURSELF PUBLIC RELATIONS PROBLEMS
1. THE BURNED-OUT PLANT / 2. THE SUMMER THE
WATERWORKS BROKE DOWN / 3. CIOSING AN OIL REFINERY /
4. MOVING A RAILROAD HEADQUARTERS / 5. MAKING A
NEW BUILDING MEMORABLE / 6. PERSUADING LOCAL PEOPLE TO INVEST / 7. THE
DEFUNCT DEPARTMENT STORE /
8. MERGING A BOY S SCHOOL AND A GIRL S SCHOOL / 9. A
BANK ANNIVERSARY / 10. THE JUNIOR COLLEGE MILLAGE VOTE / II. PROMOTING A
SHOPPING MALL / 12. NOVA
SCOTIA TOURISM / 13. LOCKING THE CAR BEFORE IT IS
STOLEN / 14. ENCOURAGING PUBLIC APPRECIATION OF ARCHITECTS
INDEX
XI
457
465
479
491
|
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