Effective public relations:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Englewood Cliffs, NJ
Prentice-Hall
2000
|
| Ausgabe: | 8. ed. |
| Schriftenreihe: | Prentice Hall international editions
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 588 S. Ill., graph. Darst. |
| ISBN: | 0130254452 |
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
PREFACE xvii
PART I CONCEPT, PRACTITIONERS, CONTEXT,
AND ORIGINS I CHAPTER I INTRODUCTION TO CONTEMPORARY PUBLIC RELATIONS I
Objectives I
Evolution of the Concept 2
Defining the Concept in Practice 4
Confusion with Marketing 6
Parts of the Function 9
Publicity 9 T Advertising 11 T Press Agentry 14 T Public Affairs 15
Issues Management 17 T Lobbying 18 T Investor Relations 21
Development 22 T Confusion of Terms 23
Toward Recognition and Maturity 24
Notes 26
Additional Sources 28
CHAPTER 2 PRACTITIONERS OF PUBLIC RELATIONS 29
Objectives 29
Number and Distribution 30
Where They Work 30 T The New Majority: Women 32
Education and Preparation 33
Salaries 34
Work Assignments 36
Roles 37
Communication Technician 37 T Expert Prescriber 41 T Communication
Facilitator 43 r Problem Solving Facilitator 44
What Roles Research Tells Us 44
Technicians Versus Managers 45 T Environmental Influences 46
Scanning and Evaluation 47
The Glass Ceiling 48
Minorities 49
Professionalism SO
Requirements for Success 52
Notes 54
Additional Sources 57
CHAPTER 3 ORGANIZATIONAL SETTINGS 59
Objectives 59
Origins within Organizations 60
Establishing a Public Relations Department 61 T Retaining Outside
Counsel 62
Public Relations Starts with Top Management 63
Staff Role 65
Role in Decision Making 67
The Internal Department 69
The Department s Advantages 70 T The Department s Disadvantages 71
Titles and Reporting Relationships 72
Working with Other Departments 75
Marketing 75 T Legal Counsel 77 T Human Resources 79
The Outside Counseling Firm 80
Public Relations Firms 81 T Advertising Agency Ownership 84
Specialization 85 T Reasons for Retaining Outside Counsel 87 T Client
Firm Relationship 89 T Counselors Advantages 91 T Counselors
Handicaps 92 T Counseling Firm Costs 93
New Approaches 94
Notes 97
Additional Sources 99
CHAPTER 4 HISTORICAL ORIGINS 101
Objectives 101
Ancient Genesis 102
American Beginnings: Born in Adversity and Change 102
Before the Revolution 103 T Independence 103 r Politics and Change 105
The Middle Years 106
Press Agentry 106 Political Campaigning 107 T Business Practices 108
Other Activities 110
Evolution to Maturity 111
The Seedbed Era: 1900 1917 112
Early Firms 113 r Early Pioneers 116 t Others of Influence 118
Growth in Other Areas 120
World War I Period: 1917.1919 122
Booming Twenties Era: 1920 1929 123
Roosevelt Era and World War II: 1930 1945 129
Postwar Boom: 1945 1965 132
Global Information Age: 1965 Present 135
Notes 136
Additional Sources 141
PART II FOUNDATIONS 143 CHAPTER 5 ETHICS AND PROFESSIONALISM 143
Objectives 143
Ethical Foundations 144
Professional Ethics 144 t The Imperative of Trust 145 t Professional
Privilege 145 t Social Responsibility 146 y Positives 147 v Negatives 147
Other Professional Foundations 148
Professional Education 149
Degree Programs 150 t Continuing Education 152
Research and the Body of Knowledge 152
Body of Knowledge Project 152 y Support for Research 153 t The
Literature 154
Licensing and Accreditation 155
Legal Considerations 156 » Accreditation 158
Professional Organizations 159
Public Relations Society of America 159 t International Association of
Business Communicators (IABC) 160 y Canadian Public Relations Society
(CPRS) 161 t Institute of Public Relations (IPR) (UK) 161 y Public
Relations Consultants Association (PRCA) (UK) 161 y International Public
Relations Association (IPRA) 162 y Specialized, Regional, and Local
Associations 162 r Student Organizations 165
Codes of Ethics 165
Toward New Horizons 173
Notes 175
Additional Sources 177
Contents i:
2HAPTER6 LEGAL CONSIDERATIONS 179
Objectives 179
Public Relations and the First Amendment 182
Commercial Speech 183 * Corporate Political Expression 185
Elections 185 » Referenda and Political Issues 187
Lobbying:The Right to Petition 189
Lobbying 189 ? Grassroots Lobbying 190 t Foreign Agents 191
Access to the Media 192
Print Media 192 » Broadcast Media 193
Access to Government Information and Meetings 195
Libel and Privacy 196
Libel and Slander 196 t Privacy 198
Copyright and Trademarks 200
Copyright 201 » Trademarks 203
Labor Relations: Communication Between Labor and Management 204
Representation Elections 204 ¦» Collective Bargaining 204
Financial Public Relations 205
Disclosure 206 t Securities Trading 207 » Fraud 209
Other Legal Issues 211
Notes 212
Additional Sources 216
CHAPTER 7 THEORETICAL UNDERPINNINGS:
ADJUSTMENT AND ADAPTATION 219
Objectives 219
The Ecological Approach 220
Some Basic Trends and Changes 221
Protecting the Environment 221 t Health Care Reform 223 ? AIDS 224
Globalization of Business and Economies 224 » Global Communication in
the Information Age 225 ? Realignment of the Family and Work 226
Civil Rights and the Empowerment of Individuals 227
Tracking the Trends 228
A Systems Perspective 228
Environmental Change Pressures 230 » Subsystems and Suprasystems 231
Organizations as Systems 233
Open and Closed Systems 234
Cybernetics in Open Systems 236
Open Systems Model of Public Relations 240
Notes 245
Additional Sources 247
CHAPTER 8 COMMUNICATION AND PUBLIC OPINION 249
Objectives 249
The Battle for Attention 251
Dissemination Versus Communication 251
Elements of the Communication Model 253
Sender 253 r The Message 253 y The Medium or Channel 255
The Receivers 257 y Context of the Relationship 258 y The Social Environment 259
Effects of the Process 260
Creating Perceptions of the World Around Us 260 y Setting the Agenda 260
Diffusing Information and Innovation 262 y Defining Social Support 262
Publics and Their Opinions 263
Definition of Public Opinion 265 ? The Publics 268
Individual Orientations and Coorientation 269
Orientation 270 ? Coorientation 271 y Coorientational Consensus 272
Coorientational Relationships 274
Notes 276
Additional Sources 280
CHAPTER 9 MEDIA AND MEDIA RELATIONS 283
Objectives 283
New Media, New Challenges 285
Media for Internal Publics 287
Printed Words 289
Organizational Publications 291 ? Letters 294 ? Inserts and Enclosures 295
Printed Speeches, Position Papers, and Backgrounders 295
Bulletin Boards 295
Spoken Words 297
The Grapevine 297 y Meetings 297 ? Speeches and Speakers Bureaus 298
Images and Words 299
Teleconferencing 299 y Closed Circuit Television (CCTV) 301 » Videotape,
Film and Slide Presentations 302 y Displays and Exhibits 303
Media for External Publics 304
Newspapers 305 ? Wire Services and News Syndicates 309 y Magazines 313
Radio 305 y Television 317 y Cable Television 322
Working with the Media 323
The Person in the Middle 323 » Guidelines for Good Media Relations 325
Guidelines for Working with the Press 330
Notes 334
Additional Sources 337
Contents x
PART III MANAGEMENT PROCESS 339 CHAPTER 10 STEP ONE: DEFINING PUBLIC RELATIONS PROBLEMS 339
Objectives 339
Management Process 340
Role of Research in Strategic Planning 342
Research Attitude 343
Listening as Systematic Research 344
Defining Public Relations Problems 344
Problem Statement 346 T Situation Analysis 347
Research Process 351
Informal or Exploratory Methods 352
Personal Contacts 352 T Key Informants 353 T Focus Groups and
Community Forums 353 T Advisory Committees and Boards 355
Ombudsman 355 T Call In Telephone Lines 356 r Mail Analysis 357
On Line Sources 358 T Field Reports 359
Formal Methods 359
Secondary Analysis and On Line Databases 361 T Content Analysis 362
Surveys 362
Notes 365
Additional Sources 366
CHAPTER 11 STEP TWO: PLANNING AND PROGRAMMING 369
Objectives 369
Strategic Thinking 370
Public Relations as Part of Strategic Thinking 371 T Management
Expectations 371
Strategic Management 373
Mission Statements 374 T Management by Objectives 375 T Strategy and
Tactics 377 T Reasons for Planning 378
Writing the Program 379
Program Plan 380 T Role of Working Theory 381 T Defining Target
Publics 383 T Writing Program Objectives 385
Planning for Program Implementation 388
Writing Planning Scenarios 388 T Anticipating Disasters and Crises 389
Establishing an Information Center 391 T Budgeting 394 T Pretesting
Program Elements 396 Selling the Plan 397
Notes 398
Additional Sources 400
CHAPTER 12 STEPTHREE:TAKING ACTION AND COMMUNICATING 403
Objectives 403
Action and Communication 404
Action Component of Strategy 404
Acting Responsively and Responsibly 404 T Coordinating Action and
Communication 405 T Action as an Open Systems Response 407
Communication Component of Strategy 410
Framing the Message 410 T Semantics 413 T Symbols 415 T Barriers
and Stereotypes 417 T Putting It All Together in a Campaign 419
Disseminating the Message 420 T Reconsidering the Process 423
Implementing the Strategy 424
Notes 425
Additional Sources 426
CHAPTER 13 STEP FOUR: EVALUATING THE PROGRAM 429
Objectives 429
The Push for Measurable Results 430
Evaluation Research Process 432
Levels of Program Evaluation 436
Preparation Criteria and Methods 436 T Implementation Criteria and
Methods 442 T Impact Criteria and Methods 448
Interpreting and Using Results of Evaluation 452
Notes 454
Additional Sources 456
PART IV THE PRACTICE 457 CHAPTER 14 BUSINESS AND INDUSTRY 457
Objectives 457
Public Relations in the Competitive Setting 459
Titles in Corporate Settings 460
Corporate Social Responsibility 461
Prelude to the Present: The Uneasy 1960s and 1970s 461 T New Era
of Corporate Social Responsibility: The 1980s 464 r New Roles for Public
Relations: The 1990s 466
Corporate Philanthropy 469
Corporate Financial Relations 473
Investor Relations 474 T Annual Reports 475 T Annual Meetings 477
vi
Contents
Consumer Affairs and the Marketing Mix 478
Quest for Quality 479
Corporate Practice as the Model 481
Notes 482
Additional Sources 484
CHAPTER 15 GOVERNMENT AND POLITICS 487
Objectives 487
The Role of Public Relations in Government 488
Maintaining an Informed Citizenry 491
United States Information Agency (USIA) 493 ? Citizen Participation in
Government 494
Barriers to Effective Government Public Relations 495
Public Apathy 496 » Legislative Hostility to the Function 499
Government Media Relations 502
Media Access to Government 502 » Government Dependence on Media 504
Media Reporting on Government 506
Military Public Relations 508
Government As Business 512
Public Relations in Politics 513
Notes 515
Additional Sources 517
CHAPTER 16 NONPROFIT ORGANIZATIONS, HEALTH CARE,
AND EDUCATION 519
Objectives 519
The Third Sector 520
Defining Nonprofit Organizations 520 ? Volunteerism and Philanthropy 521
Changing Climate 522
Role of Public Relations in Nonprofit Organizations 525
Foundations 529
Healthcare 529
Health Care in Crisis 530 » Public Relations as Marketing 530 ? Role of
the News Media 532
Social Welfare 534
Education 537
Accountability 537 ? Public Relations for Public Schools 538 ? Higher
Education 542 » College President s Public Relations Role 548
Churches and Other Nonprofit Organizations 548
Notes 551
Additional Sources 553
CHAPTER 17 TRADE ASSOCIATIONS, PROFESSIONAL fOfftSTTCS,
AND LABOR UNIONS 555
Objectives 555
Types of Associations 556
Associations and Societies 556
The Problem of Serving Many Masters 558 • Era of Change and Gain 559
Growing Importance of Public Relations 560 • The Nature of
Programming 562
Labor Unions 564
The Role of Public Relations 567 t The Problem of Strikes 568
The Challenge for Labor 571 ,
Notes 572
Additional Sources 573
INDEX 575
Contents xv
|
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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 8. ed. Englewood Cliffs, NJ Prentice-Hall 2000 XX, 588 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Prentice Hall international editions 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=008760628&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| 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 Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| topic_facet | Public relations Öffentlichkeitsarbeit |
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