Public relations : a values-driven approach / David W. Guth, Charles Marsh.

CONTENTS

1. What Is Public Relations?

Public Relations: Everywhere you look
A Profession Gaining in Respect
Why a Public Relations Career?.
The Public Relations Process.
The Role of Values in Public Relations, etc.


2. Jobs in Public Relations.
Where the Jobs Are.
Public Relations Activities and Duties.
What's Important in a Job?

3. A Brief History of Public Relations.
Why History is Important to you
Premodern Public Relations.
The Seedbed Years.
War and Propaganda.
The Postwar Boom.
The Downsizing of the United States.

4. The Publics in Public Relations.
What Is a Public?
The Publics in Public Relations.
What Do We Need to Know
The Traditional Publics in Public Relations.

5. Communication Theory and Public Opinion.
The Power of Public Opinion.
A Communication Model.
Mass Communication Theories
Motivation.
Persuasion and Public Opinion.

6. Ethics in Public Relations.
What Are Ethics?
The Rewards of Ethical Behavior.
Objectivity versus Advocacy: A Misleading Ethics Debate.
Challenges to Ethical Behavior.
The Rewards of Ethical Behavior, etc.

II. THE PUBLIC RELATIONS PROCESS.


SECTION TWO THE PUBLIC RELATIONS PROCESS
7. Research and Evaluation.
Did the needle move?
The Value of Research and Evaluation.
Developing a Research Strategy: What Do I Want to Know?.
Developing a Research Strategy: How Will I Gather Information?
Survey Research.
Analyzing Survey Results.

8. Planning: The Strategies of Public Relations.
The Basics of Values-Driven Planning.
Different Kinds of Public Relations Plans.
Why Do We Plan?
How Do We Plan?
Expanding a Plan into a Proposal.

9. Communication: The Tactics of Public Relations.
Communicating with Specific Publics.
Tactics as Messages and Channels.
Accomplishing the Tactics.
.
10. Writing and Presentation Skills.
The Importance of Writing and Presentation Skills.
A Context for Public Relations Writing.
The Writing Process.
Writing for the Ear.

11. Public Relations in the digital age
Welcome to the Revolution
The Digital Revolution.
Computer and The Internet.
Wireless Communications Technology.
Why “New” Isn't Always “Better.”

12. Crisis Communications.
A New “Day of Infamy.”
The Anatomy of a Crisis.
Crisis Communications Planning.
Crisis Planning Ethics.

13. Public Relations and Marketing.
Public Relations and Marketing.
The Impact of Consumer-Focused Marketing on Public Relations.
A Closer Look at Marketing.
A Closer Look at IMC.
How IMC Works.
Problems with 21st Century Marketing.

14. Cross-Cultural Communication.
Cultures: Realities and Definitions.
Cultural Attributes.
Cross-Cultural Communication: Definitions and Dangers.
Achieving Successful Cross-Cultural Public Relations: A Process.

15. Public Relations and the Law.
A Parade of corporate Horrors.
Public Relations and the First Amendment.
Federal Agencies that Regulate Speech.
Libel.
Privacy.
Copyright.


16. Your Future in Public Relations.
What's Next?
Social Forces and Public Relations.
Where Public Relations Is Headed.
Your Future in Public Relations.
Appendix A: Public Relations Society of America Member Code of Ethics 2000.

Glossary.

Includes bibliographical index: p. 587-603