Effective public relations:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall, Pearson
2009
|
| Ausgabe: | 10. ed., internat. ed. |
| Schlagworte: | |
| Online-Zugang: | kostenfrei Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | 504 S. Ill., graph. Darst. |
| ISBN: | 0138145660 9780138145668 0136029698 9780136029694 |
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Datensatz im Suchindex
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| adam_text | IMAGE 1
CFCITLIP & CENTER S
EFFECTIVE
PUBLIC RELATIONS TENTH EDITION
GLEN M. BROOM, PH.D.
PROFESSOR EMERITUS, SCHOOL OF JOURNALISM AND MEDIA STUDIES
SAN DIEGO STATE UNIVERSITY
ADJUNCT PROFESSOR, QUEENSLAND UNIVERSITY OF TECHNOLOGY
BRISBANE, AUSTRALIA
PRENTICE HALL IS AN IMPRINT OF
PEARSON EDUCATION INTERNATIONAL
IMAGE 2
CONTEND
S
PREFACE 13
PART 1 CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS 20
CHAPTER 1 INTRODUCTION TO CONTEMPORARY PUBLIC RELATIONS 21
EVOLUTION OF THE CONCEPT 22
DEFINING THE CONCEPT IN CONTEMPORARY PRACTICE 24
PUBLIC RELATIONS DEFINED 25
CONFUSION WITH MARKETING 26
PARTS OF THE FUNCTION 28
INTERNAL RELATIONS 28
PUBLICITY 29
ADVERTISING 30
PRESS AGENTRY 33
PUBLIC AFFAIRS 34
LOBBYING 36
ISSUES MANAGEMENT 38
INVESTOR RELATIONS 39
DEVELOPMENT 41
CONFUSION OF TERMS 41
TOWARD RECOGNITION AND MATURITY 42
CHAPTER 2 PRACTITIONERS OF PUBLIC RELATIONS 47
NUMBER AND DISTRIBUTION 47
WHERE THEY WORK 48
THE NEW MAJORITY: WOMEN 49
EDUCATION AND PREPARATION 50
SALARIES 51
WORK ASSIGNMENTS 52
ROLES R 55
COMMUNICATION TECHNICIAN 56
EXPERT PRESCRIBER 58
COMMUNICATION FACILITATOR 58
PROBLEM-SOLVING FACILITATOR 59
WHAT ROLES RESEARCH TELLS US .59
TECHNICIANS VERSUS MANAGERS 59
ENVIRONMENTAL INFLUENCES 60
SCANNING AND EVALUATION 61
THE GLASS CEILING 62
MINORITIES 63
PROFESSIONALISM 65
REQUIREMENTS FOR SUCCESS 66
IMAGE 3
CONTENTS
CHAPTER 3 ORGANIZATIONAL SETTINGS 71
ORIGINS WITHIN ORGANIZATIONS 72
ESTABLISHING A PUBLIC RELATIONS DEPARTMENT . .72 RETAINING OUTSIDE
COUNSEL 73
PUBLIC RELATIONS STARTS WITH TOP MANAGEMENT 73
STAFF ROLE 75
ROLE IN DECISION MAKING 77
^DETERMINANTS OF EXCELLENCE 79
THE INTERNAL DEPARTMENT 80
THE DEPARTMENT S ADVANTAGES 81
THE DEPARTMENT S DISADVANTAGES 84
TITLES AND REPORTING RELATIONSHIPS 85
WORKING WITH OTHER DEPARTMENTS 86
MARKETING 86
LEGAL COUNSEL 87
HUMAN RESOURCES 88
THE OUTSIDE COUNSELING FIRM 89
PUBLIC RELATIONS FIRMS .89
ADVERTISING AGENCY OWNERSHIP 91
SPECIALIZATION 91
REASONS FOR RETAINING OUTSIDE COUNSEL 92
CLIENT-FIRM RELATIONSHIPS 94
COUNSELORS ADVANTAGES 96
COUNSELORS HANDICAPS 97
COUNSELING FIRM COSTS 98
NEW APPROACHES 99
CHAPTER 4 HISTORICAL ORIGINS 103
ANCIENT GENESIS 103
AMERICAN BEGINNINGS: BORN IN ADVERSITY AND CHANGE 104 BEFORE THE
REVOLUTION 104
PUSHING FOR INDEPENDENCE 104
PROMOTING GROWTH AND CHANGE 106
PRESS AGENTRY ORIGINS 107
BUSINESS PRACTICES 109
FIRST CORPORATE DEPARTMENT 109
EVOLUTION TO MATURITY 110
SEEDBED ERA: 1900-1916 I LL
EARLY FIRMS 112
EARLY PIONEERS 114
GROWTH IN OTHER AREAS 118
WORLD WAR I PERIOD: 1917-1918 118
BOOMING TWENTIES ERA: 1919-1929 120
ROOSEVELT ERA AND WORLD WAR II: 1930-1945 123
POSTWAR BOOM: 1946-1964 125
PERIOD OF PROTEST AND EMPOWERMENT: 1965-1985 129 ACTIVIST LEADERS 129
CORPORATE CAMPAIGNS 131
DIGITAL AGE AND GLOBALIZATION: 1986-PRESENT 131
IMAGE 4
CONTENTS
PART 2 FOUNDATIONS 136
CHAPTER 5 PROFESSIONALISM AND ETHICS 137
CRITERIA OF A PROFESSION 137
PROFESSIONAL ORGANIZATIONS 138
INTERNATIONAL PROFESSIONAL ORGANIZATIONS 138
NATIONAL PROFESSIONAL ORGANIZATIONS 141
SPECIALIZED, REGIONAL, AND LOCAL ASSOCIATIONS 141 STUDENT ORGANIZATIONS
143
PROFESSIONAL EDUCATION 144
DEGREE PROGRAMS 145
CONTINUING EDUCATION 146
RESEARCH AND THE BODY OF KNOWLEDGE 147
SUPPORT FOR RESEARCH 147
THE BODY OF KNOWLEDGE 148
ETHICAL FOUNDATIONS OF PROFESSIONALISM 149
PROFESSIONAL ETHICS 149
THE IMPERATIVE OF TRUST 149
PROFESSIONAL PRIVILEGE 150
SOCIAL RESPONSIBILITY 150
CODES OF ETHICS 152
ACCOUNTABILITY: LICENSING AND ACCREDITATION 155
LEGAL CONSIDERATIONS 156
ACCREDITATION 157
WINNING ACCEPTANCE AND STATURE 157
TOWARD A PROMISING FUTURE 159
CHAPTER 6 LEGAL CONSIDERATIONS . /. 163
WHAT IS LAW? .163
PUBLIC RELATIONS AND THE FIRST AMENDMENT 164
PUBLIC RELATIONS ACCESS TO MASS MEDIA 165
PRINT MEDIA 166
BROADCAST MEDIA 166
CABLE SYSTEMS 166
THE INTERNET 167
ACCESS TO GOVERNMENT INFORMATION AND MEETINGS 167 CORPORATE POLITICAL
EXPRESSION 168
LOBBYING 169
LABOR RELATIONS 172
REPRESENTATIVE ELECTIONS 172
COLLECTIVE BARGAINING 172
REGULATION OF PUBLICLY OWNED COMPANIES 172
COPYRIGHT AND TRADEMARK LAW 175
COPYRIGHT 175
TRADEMARKS 177
TORT LAW: LIBEL AND PRIVACY INVASION 178
LIBEL 178
PRIVACY 180
IMAGE 5
CONTENTS
OTHER LEGAL ISSUES 181
LITIGATION PUBLIC RELATIONS 181
CONTRACT LAW 181
POSTSCRIPT 182
THEORETICAL UNDERPINNINGS: ADJUSTMENT AND ADAPTATION 185 THE ECOLOGICAL
APPROACH 185
TRACKING THE TRENDS 186
A SYSTEMS PERSPECTIVE 188
ENVIRONMENTAL CHANGE PRESSURES 189
SUBSYSTEMS AND SUPRASYSTEMS 190
ORGANIZATIONS AS SYSTEMS 191
OPEN AND CLOSED SYSTEMS , 192
CYBERNETICS IN OPEN SYSTEMS 194
OPEN SYSTEMS MODEL OF PUBLIC RELATIONS 198
COMMUNICATION AND PUBLIC OPINION 205
THE BATTLE FOR ATTENTION 206
DISSEMINATION VERSUS COMMUNICATION 206
ELEMENTS OF THE COMMUNICATION MODEL 208
THE SENDER 208
THE MESSAGE 208
THE MEDIUM OR CHANNEL 209
THE RECEIVERS 210
CONTEXT OF THE RELATIONSHIP 210
THE SOCIAL ENVIRONMENT 211
COMMUNICATION EFFECTS 212
/CREATING PERCEPTIONS OF THE WORLD AROUND US 212
SETTING THE AGENDA 213
DIFFUSING INFORMATION AND INNOVATION 215
DEFINING SOCIAL SUPPORT 215
PUBLICS AND THEIR OPINIONS 216
DEFINITION OF PUBLIC OPINION * 217
PUBLICS 219
INDIVIDUAL ORIENTATIONS AND COORIENTATION 221
ORIENTATION 221
COORIENTATION 223
COORIENTATIONAL CONSENSUS 223
COORIENTATIONAL RELATIONSHIPS 225
INTERNAL RELATIONS AND EMPLOYEE COMMUNICATION 231 IMPORTANCE OF INTERNAL
RELATIONS 232
CULTURAL CONTEXTS 233
DIMENSIONS OF CULTURE 233
APPLYING SYSTEMS THEORY TO INTERNAL RELATIONS 235 REGULATORY AND
BUSINESS CONTEXTS 237
SAFETY AND COMPLIANCE 237
LABOR RELATIONS 239
ORGANIZATIONAL CHANGE: MERGERS, ACQUISITIONS, AND LAYOFFS .. 239
CHAPTER 7
CHAPTER 8
CHAPTER 9
IMAGE 6
CONTENTS
COMMUNICATING INTERNALLY 241
ACCULTURATING EMPLOYEES 241
INFORMING EMPLOYEES USING NONMEDIATED COMMUNICATION .. 244 INFORMING
EMPLOYEES USING MEDIATED COMMUNICATION 245 LISTENING TO EMPLOYEES 250
CHAPTER 10 EXTERNAL MEDIA AND MEDIA RELATIONS 253
TRADITIONAL MEDIA, NEW USES 254
NEWSPAPERS 254
WIRE SERVICES AND NEWS SYNDICATES 257
MAGAZINES 260
RADIO 262
TELEVISION 263
CABLE AND SATELLITE TELEVISION 266
NEW MEDIA, NEW CHALLENGES 266
DEALING WITH NEW TECHNOLOGY 266
HANDLING BLOGGERS AND CITIZEN LOURNALISTS 267
DOING THE JOB IN A VIRTUAL WORLD 268
WORKING WITH THE MEDIA 270
THE PERSON IN THE MIDDLE 271
GUIDELINES FOR GOOD MEDIA RELATIONS 274
GUIDELINES FOR WORKING WITH THE PRESS 276
WORKING WITH INTERNATIONAL MEDIA 278
PART 3 MANAGEMENT PROCESS 284
CHAPTER 11 STEP ONE: DEFINING PUBLIC^RELATIONS PROBLEMS 285
MANAGEMENT PROCESS .. /. 285
ROLE OF RESEARCH IN STRATEGIC PLANNING 287
RESEARCH ATTITUDE 289
LISTENING AS SYSTEMATIC RESEARCH 289
DEFINING PUBLIC RELATIONS PROBLEMS 290
PROBLEM STATEMENT 292
SITUATION ANALYSIS 293
RESEARCH PROCESS 297
INFORMAL OR EXPLORATORY METHODS 297
PERSONAL CONTACTS 297
KEY INFORMANTS 298
FOCUS GROUPS AND COMMUNITY FORUMS 298
ADVISORY COMMITTEES AND BOARDS 300
OMBUSDMAN OR OMBUDS OFFICER 300
CALL-IN TELEPHONE LINES 301
MAIL AND E-MAIL ANALYSES 302
WEB 2.0 ONLINE SOURCES 302
FIELD REPORTS 303
FORMAL METHODS 303
SECONDARY ANALYSIS AND ONLINE DATABASES 305
Y CONTENT ANALYSIS RR 306
SURVEYS 306
IMAGE 7
10 CONTENTS
CHAPTER 12 STEP TWO: PLANNING AND PROGRAMMING 313
STRATEGIC THINKING 313
PUBLIC RELATIONS AS PART OF STRATEGIC THINKING 314
MANAGEMENT EXPECTATIONS 315
STRATEGIC MANAGEMENT 317
MISSION STATEMENTS 317
MANAGEMENT BY OBJECTIVES 319
STRATEGY AND TACTICS 320
REASONS FOR PLANNING 321
WRITING THE PROGRAM 322
PROGRAM PLAN 322
ACTION AND COMMUNICATION STRATEGY 323
ROLE OF WORKING THEORY 325
DEFINING TARGET PUBLICS 326
WRITING PROGRAM OBJECTIVES 328
PLANNING FOR PROGRAM IMPLEMENTATION 330
WRITING PLANNING SCENARIOS 330
ANTICIPATING DISASTERS AND CRISES 331
ESTABLISHING AN INFORMATION CENTER 333
BUDGETING 336
PRETESTING PROGRAM ELEMENTS 338
SELLING THE PLAN 339
CHAPTER 13 STEP THREE: TAKING ACTION AND COMMUNICATING 343 THE ACTION
PROGRAM 343
ACTING RESPONSIVELY AND RESPONSIBLY 343
COORDINATING ACTION AND COMMUNICATION 345
ACTION AS AN OPEN SYSTEMS RESPONSE 345
THE SPECIAL CASE OF SPECIAL EVENTS 348
THE COMMUNICATION PROGRAM 350
FRAMING THE MESSAGE 350
PRIMING FOR EFFECT 353
SEMANTICS * 354
SYMBOLS 355
BARRIERS AND STEREOTYPES 357
PUTTING IT ALL TOGETHER IN A CAMPAIGN 359
DISSEMINATING THE MESSAGE 360
RECONSIDERING THE PROCESS 362
IMPLEMENTING THE STRATEGY 363
CHAPTER 14 STEP FOUR: EVALUATING THE PROGRAM 367
THE PUSH FOR MEASURABLE RESULTS 367
EVALUATION RESEARCH PROCESS 370
OVERCOMING OBSTACLES TO EVALUATION 372
LEVELS OF PROGRAM EVALUATION 375
PREPARATION CRITERIA AND METHODS 376
IMPLEMENTATION CRITERIA AND METHODS 379
IMPACT CRITERIA AND METHODS 385
INTERPRETING AND USING RESULTS OF EVALUATION 390
IMAGE 8
CONTENTS 11
PART 4 THE PRACTICE 396
CHAPTER 15 BUSINESS AND INDUSTRY PUBLIC RELATIONS 397
THE PROFIT MOTIVE 398
PUBLIC RELATIONS IN CORPORATE .ORGANIZATIONS 399
CORPORATE SOCIAL RESPONSIBILITY 401
CORPORATE PHILANTHROPY 408
CORPORATE FINANCIAL RELATIONS 409
BUSINESS MISCONDUCT 410
REMEDIES FOR CORPORATE MISBEHAVIOR 415
COMMUNICATIONS MISCONDUCT 416
RESTORING PUBLIC TRUST 416
TERRORISM AND CORPORATE SECURITY 417
GLOBALIZATION 418
CHAPTER 16 GOVERNMENT AND PUBLIC AFFAIRS 423
THE GOALS OF PUBLIC AFFAIRS IN GOVERNMENT 424
INFORMING CONSTITUENTS 425
U.S. DEPARTMENT OF STATE 425
INTERNATIONAL BROADCASTING 426
ENSURING ACTIVE COOPERATION IN GOVERNMENT PROGRAMS 428 FOSTERING CITIZEN
PARTICIPATION AND SUPPORT 429
PUBLIC PARTICIPATION 430
PUBLIC OPINION SURVEYS 432
SERVING AS THE PUBLIC S ADVOCATE 432
ELECTRONIC GOVERNMENT AND CITIZEN PARTICIPATION 433 MANAGING INFORMATION
INTERNALLY 435
FACILITATING MEDIA RELATIONS 436
BUILDING COMMUNITY AND NATION 436
NATIONAL PROGRAMS 436
INTERNATIONAL 437
BARRIERS TO EFFECTIVE GOVERNMENT PUBLIC AFFAIRS 438 QUESTIONABLE
CREDIBILITY 438
PUBLIC APATHY 439
LEGISLATIVE HOSTILITY 441
GOVERNMENT-MEDIA RELATIONS 443
MEDIA ACCESS TO GOVERNMENT 443
GOVERNMENT DEPENDENCE ON MEDIA 444
MEDIA REPORTING OF GOVERNMENT 446
MILITARY PUBLIC AFFAIRS 447
GOVERNMENT AS BUSINESS 450
PUBLIC AFFAIRS IN POLITICS 450
CHAPTER 17 NONPROFITS, TRADE ASSOCIATIONS, AND NONGOVERNMENTAL
ORGANIZATIONS 455
THE THIRD SECTOR 455
DEFINING NONPROFIT ORGANIZATIONS 456
VOLUNTEERISM AND PHILANTHROPY 457
CHANGING CLIMATE 458
IMAGE 9
12 CONTENTS
ROLE OF PUBLIC RELATIONS IN NONPROFIT ORGANIZATIONS 460 FOUNDATIONS 462
SOCIAL SERVICE AGENCIES 462
HEALTH CARE 464
U.S. HEALTH CARE IN CRISIS 465
HEALTH-CARE PUBLIC RELATIONS AND MARKETING 465 ROLE OF THE NEWS MEDIA
466
NONGOVERNMENTAL ORGANIZATIONS 467
EDUCATION 469
ACCESS, AFFORDABILITY, AND ACCOUNTABILITY 470
PUBLIC RELATIONS FOR PUBLIC SCHOOLS 470
HIGHER EDUCATION 472
COLLEGE PRESIDENTS PUBLIC RELATIONS ROLE 474
CHURCHES AND OTHER NONPROFIT ORGANIZATIONS 474
ASSOCIATIONS AND SOCIETIES 476
TYPES OF ASSOCIATIONS 477
THE PROBLEM OF SERVING MANY MASTERS 478
GROWING IMPORTANCE OF PUBLIC RELATIONS 478
THE NATURE OF PROGRAMMING 479
LABOR UNIONS 481
THE PROBLEM OF STRIKES 481
THE CHALLENGE FOR LABOR 482
THE ROLE OF PUBLIC RELATIONS 482
INDEX 489
|
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| language | English |
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| spelling | Broom, Glen M. Verfasser aut Effective public relations Glen M. Broom. Cutlip & Center's 10. ed., internat. ed. Upper Saddle River, NJ Prentice Hall, Pearson 2009 504 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 Cutlip, Scott M. 1915-2000 Sonstige (DE-588)132639378 oth Center, Allen H. Sonstige oth DE-601 pdf/application http://www.gbv.de/dms/zbw/571488161.pdf 2009-01-30 kostenfrei Inhaltsverzeichnis GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020524022&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Broom, Glen M. Effective public relations 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 Glen M. Broom. Cutlip & Center's |
| title_fullStr | Effective public relations Glen M. Broom. Cutlip & Center's |
| title_full_unstemmed | Effective public relations Glen M. Broom. Cutlip & Center's |
| 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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