Effective public relations:
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Englewood Cliffs, NJ
Prentice-Hall
1994
|
| Edition: | 7. ed. |
| Series: | Prentice Hall international editions
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVI, 560 S. Ill., graph. Darst. |
| ISBN: | 0132455234 0132450100 |
Staff View
MARC
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| 245 | 1 | 0 | |a Effective public relations |c Scott M. Cutlip ; Allen H. Center ; Glen M. Broom |
| 250 | |a 7. ed. | ||
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Record in the Search Index
| _version_ | 1804124261100552192 |
|---|---|
| adam_text | PART I: CONCEPTS, PRACTITIONERS, CONTEXTS
AND ORIGINS
Chapter 1 Introduction to Contemporary Public Relations 1
Chapter 2 Practitioners of Public Relations 26
Chapter 3 Organizational Settings 56
Chapter 4 Historical Origins 89
PART II: FOUNDATIONS
Chapter 5 Ethics and Professionalism 129
Chapter 6 Legal Considerations 164
Chapter 7 Theoretical Underpinnings 198
Chapter 8 Communication and Public Opinion 227
Chapter 9 Media and Media Relations 259
PART III: THE MANAGEMENT PROCESS
Chapter 10 Step One: Defining Public Relations Problems 316
Chapter 11 Step Two: Planning and Programming 345
Chapter 12 Step Three: Taking Action and Communicating 379
Chapter 13 Step Four: Evaluating the Program 406
PART IV: THE PRACTICE
Chapter 14 Business and Industry 436
Chapter 15 Government and Politics 462
Chapter 16 Nonprofit Organizations, Health Care,
and Education 494
Chapter 17 Trade Associations, Professional Societies,
and Labor Unions 527
Preface xiii
PART I CONCEPTS, PRACTITIONERS, CONTEXT,
AND ORIGINS
Chapter 1 Introduction to Contemporary Public Relations 1
Evolution of the Concept 2
Defining the Concept in Practice 3
Confusion with Marketing 6
Parts of the Function 8
Publicity 8, Advertising 10, Press Agentry 11,
Public Affairs 14, Issues Management 16, Lobbying 17,
Investor Relations 19, Development 20
Toward Recognition and Maturity 21
Additional Readings 24
Notes 25
Chapter 2 Practitioners of Public Relations 26
Number and Distribution 26
Where They Work 27
Education and Preparation 29
The New Majority: Women 30
Salaries 31
Work Assignments 33
Roles 42
Communication Technician 42, Expert Prescriber 42,
Communications Facilitator 43, Problem Solving Facilitator 43
What Roles Research Tells Us 44
Technicians versus Managers 44, Environmental Influences 45,
Scanning and Evaluation 46
The Glass Ceiling Effect 46
Minorities 47
Professionalism 48
Requirements for Success 50
Additional Readings 53
Notes 53
vi Contents
Chapter 3 Organizational Settings 56
Origins within Organizations 57
Public Relations Starts with Top Management 59
Staff Role 60
Decision Making Role 62
The Internal Department 64,
The Department s Advantages 64, The Department s
Disadvantages 65, Titles and Reporting Relationships 66
Working with Other Departments 68
Marketing 70, Legal Counsel 71, Human Resources or
Personnel 72, Organizational Development 73
The Outside Counseling Firm 74
Public Relations Firms 74, Advertising Agency Ownership 75,
Specialization 76, Reasons for Retaining Outside Counsel 78,
The Client Firm Relationship 79, The Counselor s Advantages 82,
The Counselor s Handicaps 83, Counseling Firm Costs 84
Integrating the Function 86
Additional Readings 87
Notes 88
Chapter 4 Historical Origins of Public Relations 89
Ancient Genesis 89
Born in Adversity and Change 90
American Beginnings 91
The Middle Years 94
Press Agentry 94, Political Campaigning 96,
Business Practices 96, Other Activities 98
Evolution to Maturity 99
Seedbed Era: 1900 1917 100
Early Firms 101, Early Pioneers 103, Others of
Influence 105, Growth in Other Areas 107
World War I Period: 1917 1919 109
Booming Twenties Era: 1919 1929 111
Roosevelt Era and World War II: 1930 1945 116
Postwar Boom: 1945 1965 120
Global Information Age: 1965 Present 122
Additional Readings 123
Notes 124
Contents vii
PART II FOUNDATIONS
Chapter 5 Ethics and Professionalism 129
Ethical Foundations 129
Professional Ethics 130, The Imperative of Trust 130,
Professional Privilege 131, Social Responsibility 132,
Positives 133, Negatives 133
Other Professional Foundations 135
Professional Education 136
Degree Programs 136, Continuing Education 138
Research and the Body of Knowledge 138
Body of Knowledge Project 139, Support for Research 139,
The Literature 140
Licensing and Accreditation 142
Legal Considerations 143, Accreditation 144
Professional Organizations 145
Public Relations Society of America (PRSA) 145, International
Association of Business Communicators (IABC) 147, Canadian
Public Relations Society (CPRS) 147, Institute of Public Relations
(United Kingdom) (IPR) 147, Public Relations Consultants
Associated (United Kingdom) (PRCA) 148, International Public
Relations Association (1PRA) 148, Specialized, Regional, and
Local Associations 148, Student Organizations 150
Codes of Ethics 151
Toward New Horizons 157
Additional Readings 160
Notes 161
Chapter 6 Legal Considerations 164
Public Relations and the First Amendment 165
Commercial Speech 167, Corporate Political Expression 168,
Elections 169, Referenda and Political Issues 170
Lobbying: The Right to Petition 172
Lobbying 172, Grass roots Lobbying 173, Foreign Agents 174
Communication between Labor and Management 175
Representation Elections 175, Collective Bargaining 175
Financial Public Relations 176
Disclosure 177, Securities Trading 178, Fraud 180
Access to the Media 182
Print Media 182, Broadcast Media 183
Access to Government Information and Meetings 185
Libel and Privacy 187
Libel and Slander 187, Privacy 188
Copyright and Trademarks 190
Copyright 190, Trademarks 192
Additional Readings 193
Notes 194
viii Contents
Chapter 7 Theoretical Underpinnings: Adjustment
and Adaptation 198
The Ecological Approach 199
Some Basic Trends and Changes 200
Protecting the Environment 200, Health Care Reform 201,
AIDS 202, Globalization of Business and Economies 202, Global
Communication in the Information Age 203, Realignment of the
Family 204, Civil Rights and the Empowerment of Individuals 204
Tracking the Trends 206
A Systems Perspective 206
!¦ Environmental Change Pressures 208, Subsystems and
Suprasystems 209, Organizations as Systems 211
Open and Closed Systems 212
Cybernetics in Open Systems 214
An Open Systems Model of Public Relations 219
Additional Readings 224
Notes 225
Chapter 8 Theoretical Underpinnings: Communication
and Public Opinion 227
The Battle for Attention 228
Dissemination vejsns Communication 228
Elements of the CIcxrjnunication Model 230
The Sender 230, The Message 231, The Medium or Channel 233,
The Receivers 235, Context of the Relationship 236,
The Social Environment 237
Effects of the Process 238
Creating Perceptions of the World Around Us 238,
Setting the Agenda 239, Diffusing Information and
Innovations 240, Defining Social Support 241
Publics and Their Opinions 242
Definition of Public Opinion 243, The Publics 245
Individual Orientations and Coorientation 247
Orientation 247, Coorientation 249, Coorientational
Consensus 250, Coorientational Relationships 252
Additional Readings 254
Notes 254
Contents ix
Chapter 9 Media and Media Relations 259
Media for Internal Publics 260
Printed Words 263
Organizational Publications 263, Letters 267, Inserts and
Enclosures 268, Reprinted Speeches, Position Papers, and
Backgrounders 268, Bulletin Boards 269
Spoken Words 270
The Grapevine 270, Meetings 271, Speeches and Speakers
Bureaus 272
Images and Words 273
Teleconferencing 273, Closed Circuit Television (CCTV) 275,
Videotape, Film, and Slide Presentations 276, Displays and
Exhibits 277
Media for External Publics 279
Newspapers 280, Wire Services and News Syndicates 285,
Magazines 288, Radio 290, Television 293
Cable Television 298
Working with the Media 299
The Person in the Middle 300, Guidelines for Good Media
Relations 304, Guidelines for Working with the Press 309
Additional Readings 311
Notes 312
PART III MANAGEMENT PROCESS
Chapter 10 Step One: Defining Public Relations Problems 316
Management Process 316
Role of Research in Strategic Planning 319
Research Attitude 320
Listening as Systematic Research 320
Defining Public Relations Problems 321
Problem Statement 322, Situation Analysis 323
Research Process 328
Informal or Exploratory Methods 329
Personal Contacts 329, Key Informants 330, Focus Groups and
Community Forums 330, Advisory Committees and Boards 332,
Ombudsman 333, Call in Telephone Lines 334,
Mail Analysis 335, Field Reports 336
Formal Methods 336
Secondary Analysis and On Line Databases 338,
Content Analysis 339, Surveys 340
Additional Readings 342
Notes 343
x Contents
Chapter 11 Step Two: Planning and Programming 345
Strategic Thinking 345
Public Relations as Part of Strategic Thinking 346,
Management Expectations 347
Strategic Management 349
Mission Statements 350, Management by Objectives 352,
Strategy and Tactics 353, Reasons for Planning 354
Writing the Program 355
The Program Plan 356, The Role of Working Theory 358,
Defining Target Publics 360, Writing Program Objectives 362
Planning for Program Implementation 365
Writing Planning Scenarios 365, Anticipating Disasters and
Crises 366, Establishing an Information Center 370,
Budgeting 371, Pretesting Program Elements 374,
Selling the Plan 375
Additional Readings 376
Notes 377
Chapter 12 Step Three: Taking Action and Communicating 379
Action and Communication 379
The Action Component of Strategy 380
Acting Responsively and Responsibly 380,
Coordinating Action and Communication 381,
Action as an Open Systems Response 383
The Communication Component of Strategy 386
Framing the Message 386, Semantics 390, Symbols 392
Barriers and Stereotypes 394, Putting It All Together in a
Campaign 396, Disseminating the Message 397,
Reconsidering the Process 400
Implementing the Strategy 402
Additional Readings 403
Notes 404
Chapter 13 Step Four: Evaluating the Program 406
The Push for Measurable Results 407
Evaluation Research Process 410
Levels of Program Evaluation 413
Preparation Criteria and Methods 415, Implementation Criteria
and Methods 420, Impact Criteria and Methods 426
Interpreting and Using Results of Evaluation 431
Additional Readings 433
Notes 434
Contents xi
PART IV THE PRACTICE
Chapter 14 Business and Industry 436
Public Relations in the Competitive Setting 436
Titles in Corporate Settings 437
Corporate Social Responsibility 438
Prelude to the Present: The Uneasy 1960s and 1970s 439,
A New Era of Corporate Social Responsibility: The 1980s 441,
Public Relations Challenges in the 1990s 443
Corporate Philanthropy 446
Corporate Financial Relations 450
Consumer Affairs and the Marketing Mix 455
The Quest for Quality 456
Corporate Practice as the Model 457
Additional Readings 458
Notes 459
Chapter 15 Government and Politics 462
The Role of Public Relations in Government 462
Maintaining an Informed Citizenry 466
United States Information Agency (USIA) 466,
Citizen Participation 469
Barriers to Effective Government Public Relations 472
Public Apathy 472, Legislative Hostility to the Function 475
Government Media Relations 478
Media Access to Government 478, Government Dependence on
Media 480, Media Reporting on Government 483
Military Public Relations 483
^Government as Business 488
Public Relations in Politics 489
Additional Readings 491
Notes 491
xii Contents __
Chapter 16 Nonprofit Organizations, Health Care,
and Education 494
The Role of Public Relations in Nonprofit Organizations 497
Voluntarism and Philanthropy 498, Changing Climate 499,
Changing Function 500
Health Care 501
Health Care in Crisis 501, Public Relations as Marketing 504,
Role of the News Media 506
Social Welfare 507
Education 511
Accountability 512, Public Relations in Public Schools 512,
Higher Education 516, The College President s Public
Relations Role 521
Churches and Other Nonprofit Organizations 522
Additional Readings 524
Notes 525
Chapter 17 Trade Associations, Professional Societies,
and Labor Unions 527
Types of Associations 527
Associations and Societies 528
The Problem of Serving Many Masters 530, An Era of Change and
Gain 531, The Growing Importance of Public Relations 532,
The Nature of Programming 535
Labor Unions 539
The Role of Public Relations 540, The Problem of Strikes 541
The Challenge for Labor 544
Additional Readings 544
Notes 545
Index 547
|
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| id | DE-604.BV009899894 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:42:51Z |
| institution | BVB |
| isbn | 0132455234 0132450100 |
| language | English |
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| spelling | Cutlip, Scott M. 1915-2000 Verfasser (DE-588)132639378 aut Effective public relations Scott M. Cutlip ; Allen H. Center ; Glen M. Broom 7. ed. Englewood Cliffs, NJ Prentice-Hall 1994 XVI, 560 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Prentice Hall international editions Public relations gtt Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 Center, Allen H. Verfasser aut Broom, Glen M. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006556520&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cutlip, Scott M. 1915-2000 Center, Allen H. Broom, Glen M. Effective public relations Public relations gtt Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| subject_GND | (DE-588)4043188-5 |
| title | Effective public relations |
| title_auth | Effective public relations |
| title_exact_search | Effective public relations |
| title_full | Effective public relations Scott M. Cutlip ; Allen H. Center ; Glen M. Broom |
| title_fullStr | Effective public relations Scott M. Cutlip ; Allen H. Center ; Glen M. Broom |
| title_full_unstemmed | Effective public relations Scott M. Cutlip ; Allen H. Center ; Glen M. Broom |
| title_short | Effective public relations |
| title_sort | effective public relations |
| topic | Public relations gtt Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| topic_facet | Public relations Öffentlichkeitsarbeit |
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