Today's public relations: an introduction
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, Calif.
Sage Publ.
2006
|
| Schlagworte: | |
| Online-Zugang: | Table of contents only Publisher description Contributor biographical information Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 493 - 505 |
| Beschreibung: | XIX, 539 S. Ill., graph. Darst. |
| ISBN: | 1412926351 |
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| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0734/2005013495-b.html |3 Contributor biographical information | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Preface xv
Acknowledgments X1X
1. Strategic Relationship Building: An Ethical
Organization Communicating Effectively 1
Vignette: The Edison, New Jersey, Pipeline Explosion:
Texas Eastern Transmission in the Spotlight 2
Strategic Relationships: Mutual Benefits 5
The Definition of Public Relations 7
The Five Functions of Public Relations 8
Public Relations and Society 11
Public Relations and the Rhetorical Tradition 12
Social Responsibility of Public Relations 17
Marketplace Responsibility of Public Relations 19
An Ethical Organization Communicating Effectively 20
Marketing, Advertising, Public Relations, and Integrated
Communication: Similarities and Differences 24
Marketing: Creating and Positioning Products or Services 25
Advertising: Creating and Paying to Place Informative
and Persuasive Messages 26
Public Relations: Creating Strategic Mutually
Beneficial Relationships 27
Integrated Communication: Creating Integrated Messages 31
Circumstances That Call for Public Relations 33
Organizations That Need Public Relations 33
Business Organizations 33
Professional Reflection: Reflections of an Account Executive 34
Lisa K. Merkl
Governmental Agencies 34
Nonprofit Organizations 36
How Organizations Use Public Relations 36
Conclusion 37
Further Exploration 37
Ethical Quandary: Unethical Organizations
and Public Relations Practice 37
Summary Questions 38
Exercises 38
Recommended Readings 39
2. History of Public Relationships 4 i
Vignette: Edward Bernays
Promotes Lucky Strike Cigarettes 42
Historical Context 43
Public Relations History: A Starting Reference Point 44
Antecedents of Public Relations 45
Public Relations Time Line 46
Hanging Out the Shingles 52
The Practice Becomes Professional 63
Return of Activism 65
Creating the Future 68
Conclusion 69
Professional Reflection: A Full Calendar 70
Betsy Plank
Further Exploration 72
Ethical Quandary: Thanks for the Referral 72
Summary Questions 73
Exercises 73
Recommended Readings 74
1. Managing Mutually Beneficial Relationships ^S
Vignette: Making a Difference: World Wildlife Fund 76
Mutually Beneficial Relationships 79
Defining Mutually Beneficial Relationships 80
Mutually Beneficial
Relationships and Return on Investment 82
Establishing Mutually Beneficial Relationships 83
Keeping a Consistent Voice 84
Making Sure Messages Reflect the Truth 86
Ensuring Two Way Symmetrical Communication 87
Being Proactive 88
Finding and Creating Opportunities 90
Message Development Objectives 91
Types of Message Development Objectives 91
Relationship Types and Tools 97
Conditions of Relationship Development 97
Venues and Tools 98
Conclusion 99
Professional Reflection: Engaging in Community Relations 100
Graham Painter
Further Exploration 102
Ethical Quandary: The Quality of
Relationships as the Basis of Ethics 102
Summary Questions 103
Exercises 104
Recommended Readings 104
4. The Value of Research l(!b
Vignette: Gaining Insights Through Research 107
Research 108
Applied and Theoretical Research 109
Primary and Secondary Research 109
Informal and Formal Research 110
Using Research to Solve Rhetorical Problems 117
Situational Assessment 119
MAPs: A Picture of the Territory 123
Traditional Segmentation 125
Research and Ethics 128
Research and Relationship Building 128
Conclusion 129
Professional Reflection: Research in Public Relations 130
Tom Watson
Further Exploration 130
Ethical Quandary: Using Research to Build Relationships 130
Summary Questions 132
Exercises 132
Recommended Readings 133
5. Elements of Planning 134
Vignette: The Edison, New Jersey, Pipeline Explosion Revisited 135
Planning and Strategic Thinking 137
Attracting a Market for Tickle Me Elmo 138
Attracting an Audience of Potential Breast Cancer Victims 139
Responding to a Public Concerned About Ridley Turtles 142
Planning: The Basics 143
Types of Objectives 143
Program Management Documents 149
Budgets 151
Public Relations and Strategic Planning 152
Management by Objective: Planning by Setting Goals 156
Conclusion 157
Professional Reflection: Making a Difference 158
Helen I. Ostrowski
Further Exploration 160
Ethical Quandary: Building Ethics Into Planning 160
Summary Questions 160
Exercises 161
Recommended Readings 161
6. 1 aking Action: Strategic Messaging 163
Vignette: How Many Chips? 164
Thinking Strategically and Tactically 165 ?
Formulating Messages 168
Message Points 168
Formulating Message Points 171
Professional Reflection: A Technical
Communication Professional Flexes With Changing Times 174
Marty Moore
Conclusion 176
Further Exploration 176
Ethical Quandary: Sustaining Mutually Beneficial Relationships 176
Summary Questions 177
Exercises 177
Recommended Readings 177
7, Evaluation of Public Relations Efforts 1 79
Vignette: Moving the Needle and Making a Difference 180
Reaching the Final Destination: Evaluation 182
Relevance of Evaluation 182
Process Versus Outcome Evaluation 184
Process 184
Outcome 185
Appropriate Evaluative Data 187
Value of Learning 188
Reasons for Success or Failure 188
Institution Memory 189
The Failure to Evaluate 190
Simplifying Evaluation 191
Column Inches 191
Attitude and Knowledge Measures 192
Behavior 192
Conclusion 192
Further Exploration 193
Ethical Quandary: Choices About Evaluation 193
Summary Questions 193
Exercises 193
Recommended Readings 194
8. Public Relations Theory in Practice 195
Vignette: Theory to the Rescue 196
The Movement Toward Theory 197
Defining Theory 198
Language of Theory 198
Theory Building 199
Exemplar Public Relations Theories 199
Excellence Theory 199
5 Contingency Theory 201
I Relationship Management Theory 202
1 Situational Crisis Communication Theory 203
Risk Communication Theory 207
Conclusion
Professional Reflection: Connecting Theory and Planning 216
John Beardsley
Further Exploration 216
Ethical Quandary: Ethics in Relationships 216
Summary Questions 218
Exercises 218
Recommended Readings 218
9. Ethical and Legal Restraints on Public Relations Practice 220
Vignette: Ethical and Legal Challenges to Public Discourse 221
A Good Organization Communicating Well 223
Ethical Issues: A Relationship Approach 227
Balancing Absolute Versus Relative Ethics 230
Meeting Public Expectations 232
Achieving Openness as the Basis of Mutually
Beneficial Relationships 233
Making Strategic Responses Based on Privileged
and Proprietary Information 234
Achieving Taste and Good Judgment in the Practice
of Public Relations 235
Making Actions Speak for Values 236
Building and Protecting Trust 237
Recognizing and Aligning Interests 237
Codes of Professional Conduct 238
Organizational Codes 238
Professional Organizations 242
Legal Constraints: Limits on the
Professional Practice of Public Relations 245
Copyright Law 246
Trademark Law 247
Privacy 248
Defamation: Libelous and Slanderous Attacks 249
Environmental Law 250
Employee Law 250
Professional Reflection: Managing
Global Expectations in Internet Time 252
David P. Stangis
Conclusion 252
Further Exploration 254
Ethical Quandary: Practicing for a
Multinational and Keeping Your Ethics 254 i
Summary Questions 254 I
Exercises 255
Recommended Readings 256 J
10. Monitoring and Managing Issues 2SS
Vignette: General Motors Sets the Record Straight
With Dateline NBC: The Issue of Safety 259
Giving Voice to the Organization Through Issues Management 261
Issues Management as a Strategic Function 262
Issues Management as Strategic Narratives 265
Issues Management as Strategies for Influencing Choices 266
Issues Management as Strategies for Aligning Interests 267
Issues Management in Action 269
Positioning the Organization: Setting Objectives 271
Achieving Corporate Responsibility:
Getting the House in Order 272
Scouting the Terrain: Listening for Threats and Opportunities 274
Communicating About Issues: Issue Response 284
Selecting Issue Response Tools 293
Evaluating Issues Management Programs 297
Conclusion 297
Professional Reflection: The Brilliant
Evolution of Issue Management 298
Anthony Jaques
Further Exploration 300
Ethical Quandary: Building Issues Ethics on Moral Principles 300
Summary Questions 301
Exercises 301
Recommended Readings 302
11. Selecting Media, Technologies, and Communication Tools 303
Vignette: Favorite University :
Using Many Tools to Build Academic Relationships 304
Strategic Selection of Communication Channels 306
Paid 309
Placed 309
Responsive 310
Interactive 310
Channels: Linking Organizations and MAPs 311
Spoken Channels 312
Print Channels 316
Visual Channels 324
Multiple Media: New Technologies and Events 325
Media Planning 328
Media Mix Strategies 330
Reach 330
Frequency 331
Continuity 332
Pulsing 333
Flighting 333
Weighting 333
Message Positioning 334
Conclusion ¦
Further Exploration 33 j
Ethical Quandary: Buying Lunch or a Story? 335
Summary Questions 335
Exercises 336
Recommended Readings 336
12. Publicity, Promotion, and Writing 338
Vignette: Publicizing and Promoting Harry Potter 339
Giving Voice to the Organization 346
Publicity and Promotion as Strategic Functions 347
Publicity and Promotion as Strategic Narratives 349
Publicity and Promotion as
Strategies for Influencing Choices 351
Publicity and Promotion as Strategies for Aligning Interests 352
Publicity in Action 353
Publicity and Objectives 354
Research and Publicity: Listening to Markets,
Audiences, and Publics 354
Developing Message Points 355
Creating and Implementing the Tactical Plan 357
Promotion: Building a Message Over Time 367
Sustaining a Narrative 367
Promotion and Organizational Persona 369
Promotion and Brand Equity 370
Promotion Through Multiple Public Relations Tools 374
Promotion as Proactivity 375
Conclusion 379
Professional Reflection: Gaining
Publicity for a Historic Accomplishment 380
Terry Benczik
Further Exploration 382
Ethical Quandary: Facts or Fiction? 382
Summary Questions 382
Exercises 383
Recommended Readings 384
13. Collaborative Decision Making 386
Vignette: When Interests Collide 387
Collaborative Decision Making as a
Strategic Function for Giving Voice to an Organization 389
Planning for Collaborative Decision Making 389
Collaborative Decision Making as Strategic Narratives 391
Collaborative Decision Making as Strategy for
Influencing Choices 391 !
i
Collaborative Decision Making as Strategy
for Aligning Interests 392
Collaborative Decision Making: A Valued and Needed
Public Relations Function 392
The Value of Collaborative Decision Making 393
The Need for Collaborative Decision Making 396
Collaborative Decision Making in Action 397
Conflict 398
Relational Decision Making 400
Guidelines for Decision Choices 402
Selecting Collaborative Decision Making Tools 408
Citizens Advisory Committees: Working Together 411
Conclusion 415
Further Exploration 415
Ethical Quandary: Sharing as Collaborative Decision Making 415
Summary Questions 416
Exercises 416
Recommended Readings 417
14. Building a Career 4 IS
Vignette: Personal Planning for a Public Relations Career 419
Job or Career? 420
Managerial Roles and Technical Functions 421
I Want to Practice Public Relations 424
Occupational Outlook 424
Qualities of a Successful Practitioner 425
Entry Level (Technician) 427
Advanced Level 428
Acquiring, Demonstrating, and Refining Qualities,
Knowledge, and Skills 429
Undergraduate Education: A Port of Entry 429
Graduate Education: The Master s Degree 434
Continuing Education 434
Certification Programs 434
Workshops and Seminars 434
Professional Meetings 435
Accreditation 435
Contexts of Public Relations Practice:
Many Types of Relationships 436
Travel and Tourism 437
Nonprofit Organizations 439
Public Relations Agencies 441
Investor Relations 443
Integrated Marketing Communication 445
Professional Reflection: From Student
Leader to Young Professional 447
Gail Liebl
Conclusion 450
Further Exploration 4j *
Ethical Quandary: Presenting Your Case 451
Summary Questions 451
Exercises 452
Recommended Readings 453
15. The Future of Public Relations: Globalism and Cyberspace 4 4
Vignette: Global Blunders Cost Money 455
Public Relations in a Shrinking World 456
Coming to Terms With a Global Presence 457
Transnational, Multinational, International:
What s in a Name? 459
Global Challenges: The Routine and Unique 460
Comparing Cultures 461
Hall s View of Culture as Context 461
Hofstede s Dimensions of Culture 464
Public Relations Functions and Communication Styles 469
Decision Making 469
Language 469
Gestures 470
Business Etiquette 470
Media Systems 471
Government Practices 472
Religious/Belief Systems 472
Roles and Public Relations Models 473
Cultures of Markets, Audiences, and Publics 475
Ethics and International Public Relations Practice 476
Final Advice to Future International Public Relations Practitioners 479
Technology and Public Relations Practice 481
Applications 482
Writing for the Internet 483
Caveat 1: One of Many 485
Professional Reflection: International Public
Relations From a European Perspective 486
Bertil Flodin
Caveat 2: Hidden Ethical Concerns 487
Conclusion 489
Further Exploration 489
Ethical Quandary: Clashing Cultures: Justice in Singapore 489
Summary Questions 490
Exercises 490
Recommended Readings 490
References 493
Index 507
About the Authors 539
|
| adam_txt |
Preface xv
Acknowledgments X1X
1. Strategic Relationship Building: An Ethical
Organization Communicating Effectively 1
Vignette: The Edison, New Jersey, Pipeline Explosion:
Texas Eastern Transmission in the Spotlight 2
Strategic Relationships: Mutual Benefits 5
The Definition of Public Relations 7
The Five Functions of Public Relations 8
Public Relations and Society 11
Public Relations and the Rhetorical Tradition 12
Social Responsibility of Public Relations 17
Marketplace Responsibility of Public Relations 19
An Ethical Organization Communicating Effectively 20
Marketing, Advertising, Public Relations, and Integrated
Communication: Similarities and Differences 24
Marketing: Creating and Positioning Products or Services 25
Advertising: Creating and Paying to Place Informative
and Persuasive Messages 26
Public Relations: Creating Strategic Mutually
Beneficial Relationships 27
Integrated Communication: Creating Integrated Messages 31
Circumstances That Call for Public Relations 33
Organizations That Need Public Relations 33
Business Organizations 33
Professional Reflection: Reflections of an Account Executive 34
Lisa K. Merkl
Governmental Agencies 34
Nonprofit Organizations 36
How Organizations Use Public Relations 36
Conclusion 37
Further Exploration 37
Ethical Quandary: Unethical Organizations
and Public Relations Practice 37
Summary Questions 38
Exercises 38
Recommended Readings 39
2. History of Public Relationships 4 i
Vignette: Edward Bernays
Promotes Lucky Strike Cigarettes 42
Historical Context 43
Public Relations History: A Starting Reference Point 44
Antecedents of Public Relations 45
Public Relations Time Line 46
Hanging Out the Shingles 52
The Practice Becomes Professional 63
Return of Activism 65
Creating the Future 68
Conclusion 69
Professional Reflection: A Full Calendar 70
Betsy Plank
Further Exploration 72
Ethical Quandary: Thanks for the Referral 72
Summary Questions 73
Exercises 73
Recommended Readings 74
1. Managing Mutually Beneficial Relationships ^S
Vignette: Making a Difference: World Wildlife Fund 76
Mutually Beneficial Relationships 79
Defining Mutually Beneficial Relationships 80
Mutually Beneficial
Relationships and Return on Investment 82
Establishing Mutually Beneficial Relationships 83
Keeping a Consistent Voice 84
Making Sure Messages Reflect the Truth 86
Ensuring Two Way Symmetrical Communication 87
Being Proactive 88
Finding and Creating Opportunities 90
Message Development Objectives 91
Types of Message Development Objectives 91
Relationship Types and Tools 97
Conditions of Relationship Development 97
Venues and Tools 98
Conclusion 99
Professional Reflection: Engaging in Community Relations 100
Graham Painter
Further Exploration 102
Ethical Quandary: The Quality of
Relationships as the Basis of Ethics 102
Summary Questions 103
Exercises 104
Recommended Readings 104
4. The Value of Research l(!b
Vignette: Gaining Insights Through Research 107
Research 108
Applied and Theoretical Research 109
Primary and Secondary Research 109
Informal and Formal Research 110
Using Research to Solve Rhetorical Problems 117
Situational Assessment 119
MAPs: A Picture of the Territory 123
Traditional Segmentation 125
Research and Ethics 128
Research and Relationship Building 128
Conclusion 129
Professional Reflection: Research in Public Relations 130
Tom Watson
Further Exploration 130
Ethical Quandary: Using Research to Build Relationships 130
Summary Questions 132
Exercises 132
Recommended Readings 133
5. Elements of Planning 134
Vignette: The Edison, New Jersey, Pipeline Explosion Revisited 135
Planning and Strategic Thinking 137
Attracting a Market for Tickle Me Elmo 138
Attracting an Audience of Potential Breast Cancer Victims 139
Responding to a Public Concerned About Ridley Turtles 142
Planning: The Basics 143
Types of Objectives 143
Program Management Documents 149
Budgets 151
Public Relations and Strategic Planning 152
Management by Objective: Planning by Setting Goals 156
Conclusion 157
Professional Reflection: Making a Difference 158
Helen I. Ostrowski
Further Exploration 160
Ethical Quandary: Building Ethics Into Planning 160
Summary Questions 160
Exercises 161
Recommended Readings 161
6. 1 aking Action: Strategic Messaging 163
Vignette: How Many Chips? 164
Thinking Strategically and Tactically 165 ?
Formulating Messages 168
Message Points 168
Formulating Message Points 171
Professional Reflection: A Technical
Communication Professional Flexes With Changing Times 174
Marty Moore
Conclusion 176
Further Exploration 176
Ethical Quandary: Sustaining Mutually Beneficial Relationships 176
Summary Questions 177
Exercises 177
Recommended Readings 177
7, Evaluation of Public Relations Efforts 1 79
Vignette: "Moving the Needle" and Making a Difference 180
Reaching the Final Destination: Evaluation 182
Relevance of Evaluation 182
Process Versus Outcome Evaluation 184
Process 184
Outcome 185
Appropriate Evaluative Data 187
Value of Learning 188
Reasons for Success or Failure 188
Institution Memory 189
The Failure to Evaluate 190
Simplifying Evaluation 191
Column Inches 191
Attitude and Knowledge Measures 192
Behavior 192
Conclusion 192
Further Exploration 193
Ethical Quandary: Choices About Evaluation 193
Summary Questions 193
Exercises 193
Recommended Readings 194
8. Public Relations Theory in Practice 195
Vignette: Theory to the Rescue 196
The Movement Toward Theory 197
Defining Theory 198
Language of Theory 198
Theory Building 199
Exemplar Public Relations Theories 199
Excellence Theory 199
5 Contingency Theory 201
I Relationship Management Theory 202
1 Situational Crisis Communication Theory 203
Risk Communication Theory 207
Conclusion
Professional Reflection: Connecting Theory and Planning 216
John Beardsley
Further Exploration 216
Ethical Quandary: Ethics in Relationships 216
Summary Questions 218
Exercises 218
Recommended Readings 218
9. Ethical and Legal Restraints on Public Relations Practice 220
Vignette: Ethical and Legal Challenges to Public Discourse 221
A Good Organization Communicating Well 223
Ethical Issues: A Relationship Approach 227
Balancing Absolute Versus Relative Ethics 230
Meeting Public Expectations 232
Achieving Openness as the Basis of Mutually
Beneficial Relationships 233
Making Strategic Responses Based on Privileged
and Proprietary Information 234
Achieving Taste and Good Judgment in the Practice
of Public Relations 235
Making Actions Speak for Values 236
Building and Protecting Trust 237
Recognizing and Aligning Interests 237
Codes of Professional Conduct 238
Organizational Codes 238
Professional Organizations 242
Legal Constraints: Limits on the
Professional Practice of Public Relations 245
Copyright Law 246
Trademark Law 247
Privacy 248
Defamation: Libelous and Slanderous Attacks 249
Environmental Law 250
Employee Law 250
Professional Reflection: Managing
Global Expectations in Internet Time 252
David P. Stangis
Conclusion 252
Further Exploration 254
Ethical Quandary: Practicing for a
Multinational and Keeping Your Ethics 254 i
Summary Questions 254 I
Exercises 255 \
Recommended Readings 256 J
10. Monitoring and Managing Issues 2SS
Vignette: General Motors Sets the Record Straight
With Dateline NBC: The Issue of Safety 259
Giving Voice to the Organization Through Issues Management 261
Issues Management as a Strategic Function 262
Issues Management as Strategic Narratives 265
Issues Management as Strategies for Influencing Choices 266
Issues Management as Strategies for Aligning Interests 267
Issues Management in Action 269
Positioning the Organization: Setting Objectives 271
Achieving Corporate Responsibility:
Getting the House in Order 272
Scouting the Terrain: Listening for Threats and Opportunities 274
Communicating About Issues: Issue Response 284
Selecting Issue Response Tools 293
Evaluating Issues Management Programs 297
Conclusion 297
Professional Reflection: The Brilliant
Evolution of Issue Management 298
Anthony Jaques
Further Exploration 300
Ethical Quandary: Building Issues Ethics on Moral Principles 300
Summary Questions 301
Exercises 301
Recommended Readings 302
11. Selecting Media, Technologies, and Communication Tools 303
Vignette: "Favorite University":
Using Many Tools to Build Academic Relationships 304
Strategic Selection of Communication Channels 306
Paid 309
Placed 309
Responsive 310
Interactive 310
Channels: Linking Organizations and MAPs 311
Spoken Channels 312
Print Channels 316
Visual Channels 324
Multiple Media: New Technologies and Events 325
Media Planning 328
Media Mix Strategies 330
Reach 330
Frequency 331
Continuity 332
Pulsing 333
Flighting 333
Weighting 333
Message Positioning 334
Conclusion ¦"
Further Exploration 33 j
Ethical Quandary: Buying Lunch or a Story? 335
Summary Questions 335
Exercises 336
Recommended Readings 336
12. Publicity, Promotion, and Writing 338
Vignette: Publicizing and Promoting Harry Potter 339
Giving Voice to the Organization 346
Publicity and Promotion as Strategic Functions 347
Publicity and Promotion as Strategic Narratives 349
Publicity and Promotion as
Strategies for Influencing Choices 351
Publicity and Promotion as Strategies for Aligning Interests 352
Publicity in Action 353
Publicity and Objectives 354
Research and Publicity: Listening to Markets,
Audiences, and Publics 354
Developing Message Points 355
Creating and Implementing the Tactical Plan 357
Promotion: Building a Message Over Time 367
Sustaining a Narrative 367
Promotion and Organizational Persona 369
Promotion and Brand Equity 370
Promotion Through Multiple Public Relations Tools 374
Promotion as Proactivity 375
Conclusion 379
Professional Reflection: Gaining
Publicity for a Historic Accomplishment 380
Terry Benczik
Further Exploration 382
Ethical Quandary: Facts or Fiction? 382
Summary Questions 382
Exercises 383
Recommended Readings 384
13. Collaborative Decision Making 386
Vignette: When Interests Collide 387
Collaborative Decision Making as a
Strategic Function for Giving Voice to an Organization 389
Planning for Collaborative Decision Making 389
Collaborative Decision Making as Strategic Narratives 391
Collaborative Decision Making as Strategy for
Influencing Choices 391 !
i
Collaborative Decision Making as Strategy
for Aligning Interests 392
Collaborative Decision Making: A Valued and Needed
Public Relations Function 392
The Value of Collaborative Decision Making 393
The Need for Collaborative Decision Making 396
Collaborative Decision Making in Action 397
Conflict 398
Relational Decision Making 400
Guidelines for Decision Choices 402
Selecting Collaborative Decision Making Tools 408
Citizens Advisory Committees: Working Together 411
Conclusion 415
Further Exploration 415
Ethical Quandary: Sharing as Collaborative Decision Making 415
Summary Questions 416
Exercises 416
Recommended Readings 417
14. Building a Career 4 IS
Vignette: Personal Planning for a Public Relations Career 419
Job or Career? 420
Managerial Roles and Technical Functions 421
"I Want to Practice Public Relations" 424
Occupational Outlook 424
Qualities of a Successful Practitioner 425
Entry Level (Technician) 427
Advanced Level 428
Acquiring, Demonstrating, and Refining Qualities,
Knowledge, and Skills 429
Undergraduate Education: "A Port of Entry" 429
Graduate Education: The Master's Degree 434
Continuing Education 434
Certification Programs 434
Workshops and Seminars 434
Professional Meetings 435
Accreditation 435
Contexts of Public Relations Practice:
Many Types of Relationships 436
Travel and Tourism 437
Nonprofit Organizations 439
Public Relations Agencies 441
Investor Relations 443
Integrated Marketing Communication 445
Professional Reflection: From Student
Leader to Young Professional 447
Gail Liebl
Conclusion 450
Further Exploration 4j *
Ethical Quandary: Presenting Your Case 451
Summary Questions 451
Exercises 452
Recommended Readings 453
15. The Future of Public Relations: Globalism and Cyberspace 4 4
Vignette: Global Blunders Cost Money 455
Public Relations in a Shrinking World 456
Coming to Terms With a Global Presence 457
Transnational, Multinational, International:
What's in a Name? 459
Global Challenges: The Routine and Unique 460
Comparing Cultures 461
Hall's View of Culture as Context 461
Hofstede's Dimensions of Culture 464
Public Relations Functions and Communication Styles 469
Decision Making 469
Language 469
Gestures 470
Business Etiquette 470
Media Systems 471
Government Practices 472
Religious/Belief Systems 472
Roles and Public Relations Models 473
Cultures of Markets, Audiences, and Publics 475
Ethics and International Public Relations Practice 476
Final Advice to Future International Public Relations Practitioners 479
Technology and Public Relations Practice 481
Applications 482
Writing for the Internet 483
Caveat 1: One of Many 485
Professional Reflection: International Public
Relations From a European Perspective 486
Bertil Flodin
Caveat 2: Hidden Ethical Concerns 487
Conclusion 489
Further Exploration 489
Ethical Quandary: Clashing Cultures: Justice in Singapore 489
Summary Questions 490
Exercises 490
Recommended Readings 490
References 493
Index 507
About the Authors 539 |
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| callnumber-raw | HM1221 |
| callnumber-search | HM1221 |
| callnumber-sort | HM 41221 |
| callnumber-subject | HM - Sociology |
| ctrlnum | (OCoLC)60419674 (DE-599)BVBBV022881213 |
| 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 | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
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| genre | (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV022881213 |
| illustrated | Illustrated |
| index_date | 2024-07-02T18:50:37Z |
| indexdate | 2024-07-09T21:07:38Z |
| institution | BVB |
| isbn | 1412926351 |
| language | English |
| lccn | 2005013495 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016086184 |
| oclc_num | 60419674 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM |
| owner_facet | DE-19 DE-BY-UBM |
| physical | XIX, 539 S. Ill., graph. Darst. |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Sage Publ. |
| record_format | marc |
| spelling | Heath, Robert L. 1941- Verfasser (DE-588)132893002 aut Today's public relations an introduction Robert L. Heath ; W. Timothy Coombs Thousand Oaks, Calif. Sage Publ. 2006 XIX, 539 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. 493 - 505 Public relations gtt Relations publiques Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 Coombs, W. Timothy Sonstige oth http://www.loc.gov/catdir/toc/ecip0512/2005013495.html Table of contents only http://www.loc.gov/catdir/enhancements/fy0658/2005013495-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy0734/2005013495-b.html Contributor biographical information HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016086184&sequence=000014&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Heath, Robert L. 1941- Today's public relations an introduction Public relations gtt Relations publiques Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4151278-9 |
| title | Today's public relations an introduction |
| title_auth | Today's public relations an introduction |
| title_exact_search | Today's public relations an introduction |
| title_exact_search_txtP | Today's public relations an introduction |
| title_full | Today's public relations an introduction Robert L. Heath ; W. Timothy Coombs |
| title_fullStr | Today's public relations an introduction Robert L. Heath ; W. Timothy Coombs |
| title_full_unstemmed | Today's public relations an introduction Robert L. Heath ; W. Timothy Coombs |
| title_short | Today's public relations |
| title_sort | today s public relations an introduction |
| title_sub | an introduction |
| topic | Public relations gtt Relations publiques Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| topic_facet | Public relations Relations publiques Öffentlichkeitsarbeit Einführung |
| url | http://www.loc.gov/catdir/toc/ecip0512/2005013495.html http://www.loc.gov/catdir/enhancements/fy0658/2005013495-d.html http://www.loc.gov/catdir/enhancements/fy0734/2005013495-b.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016086184&sequence=000014&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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