Description

Features

• Emphasizes values and ethics in public relations to raise students' consciousness of contemporary issues in the field.
• Includes several case studies in each chapter to illustrate key concepts:
• Introductory scenario develops critical thinking skills.
• “Thumbs Up” cases illustrate positive, real-world examples of public relations.
• “Thumbs Down” cases illustrate public relations activities gone awry.
• “It's Your Turn,” a "CyberCoach" Web site feature, asks students to apply the concepts of the chapter to a realistic situation.
• Features “Quick” boxes that offer review questions and expand on important topics:
• “QuickCheck” questions sprinkled throughout the chapter review and reinforce concepts discussed in earlier passages.
• “QuickBreak” sidebars illustrate central concepts through the use of extended examples.
• Incorporates a number of additional pedagogical features, making the book a valuable learning tool for students:
• A “Memo from the Field” at the conclusion of each chapter connects students to diverse real-world public relations practitioners.
• A core “Values Statement” from a successful, respected organization in each chapter illustrates the real-world application of a values-driven approach.
• Chapter objectives, key terms, discussion questions, a glossary, and a "CyberCoach" Web site help students learn and study chapter concepts.
• Focuses on systems within public relations, including specific processes for planning, writing, presenting, crisis communications, cross-cultural communication, and ethical decision-making.
• Includes full chapters on new communication technologies, integrated marketing, crisis communications, and cross-cultural communication, providing students with a cutting-edge look at public relations practices.
• Addresses current 21st century topics including the events of September 11, 2001, the war on terrorism, sweatshops, corporate social responsibility, cyber-relations, the Digital Millennium Copyright Act, new salary data, and international public relations.
• Provides expansive coverage of theoretical foundations, including resource dependency theory, Monroe's Motivated Sequence, framing theory, coorientation theory, and new research on measuring the success of relationships.
• Includes recently revised “Memos from the Field” that give unfiltered advice straight from a diverse group of award-winning professionals.

New To This Edition

• New chapter on “Public Relations in the Digital Age” shows students the implications of the digital revolution, including the impact of virtual public relations, viral marketing, cyber-relations, blogs, and e-commerce.
• New and timely real-world examples such as the use of public relations in the war on terrorism and the war in Iraq–as well as the Madonna-Britney kiss, Super Size Me, and the breakup of Barbie and Ken–bring public relations into the cultural world of students and energize class discussions.
• Expanded ethics chapter (now titled “Ethics and Social Responsibility in Public Relations”) includes corporate responsibility, providing guidance in the aftermath of corporate scandals.
• Coverage of the Global Alliance for Public Relations and Communication Management’s new international ethics code and the PR Alliance’s report “Restoring Trust in Business” shows the growth of international standards for public relations and the importance of public relations in preventing future corporate scandals.
• Information on recent developments in the law, including Sarbanes-Oxley and Regulation FD, Kasky v. Nike, and new database-restriction legislation, helps students navigate the shifting grounds of the laws and regulations that affect public relations.
• Expanded "CyberCoach" Web site includes flashcards, quizzes, hypothetical scenarios, PowerPoint slides, videos, and more.
• Enhanced discussion of theoretical concepts including SWOT analysis, framing theory, ROI (return on investment), and AVE (advertising value equivalency) gives students a variety of tools to understand and analyze public relations practices.
• Nine new case studies and sidebars on international and multicultural public relations expose students to public relations practices and issues on the global stage.
• New data on the public relations profession help prepare students for careers in the field.
• Expanded coverage of marketing and Public Relations shows students the growing relevance of Public Relations in integrated marketing communication campaigns.

Table of Contents

I. FOUNDATIONS OF PUBLIC RELATIONS.

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

Values-Driven Public Relations

Discussion Questions               

Memo from the Field: Judith T. Phair, PhairAdvantage Communication

It’s Your Turn: The Question

Key Terms

Notes

2. Jobs in Public Relations.                     

Where the Jobs Are

Governments

Public Relations Agencies

Independent Public Relations Consultants

Public Relations Activities and Duties

Working Conditions and Salaries

What’s Important in a Job?

Discussion Questions

Memo from the Field: John Echeveste, Valencia, Pérez & Echeveste Public Relations

It’s Your Turn: Career Day at High School

3. A Brief History of Public Relations.                                            

Why History is Important to You

Premodern Public Relations

War and Propaganda

The Downsizing of the United States

The New Millennium

Discussion Questions

Memo from the Field: Edward M. Block, retired

It’s Your Turn: MegaShop Comes to Sunnyview

Key Terms

Notes

4. The Publics in Public Relations.

What Is a Public?

The Publics in Public Relations

What Do We Need to Know about Each Public?

The Traditional Publics in Public Relations

Discussion Questions

Memo from the Field: David Narsavage, The Aker Partners, Inc.

It’s Your Turn: The Tuition Increase

Key Terms

Notes

5. Communication Theory and Public Opinion.

The Power of Public Opinion

A Communication Model

Mass Communication Theories

Motivation

Persuasion and Public Opinion

Discussion Questions

Memo from the Field: Rene Pelletier, Barometre

It’s Your Turn: The Acme Widget Company

Key Terms

Notes

6. Ethics and Social Responsibility in Public Relations.                                                                 

What Are Ethics?

Objectivity versus Advocacy: A Misleading Ethics Debate

Challenges to Ethical Behavior

The Rewards of Ethical Behavior

Trust and Social Corporate Responsibility

Beyond CSR: Strengthening Ethical Behavior

Discussion Questions

Memo from the Field: Carol Cone, Cone, Inc.

It’s Your Turn: Trouble Brewing

Key Terms

Notes

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

Discussion Questions

Memo from the Field: Leslie Gaines-Ross, Burson-Marsteller

It’s Your Turn: Tinker, Evers & Chance

Key Terms

Notes

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

Qualities of a Good Plan

Discussion Questions

Memo from the Field: Timothy S. Brown, Conectiv

It’s Your Turn: Planning a Blood Drive

Key Terms

Notes

9. Communication: The Tactics of Public Relations.

Communicating with Specific Publics

Tactics as Messages and Channels

Tactics and Traditional Publics

Accomplishing the Tactics

Discussion Questions

Memo from the Field:   Shirley Barr, President, Shirleybarr Public Relations

It’s Your Turn: The Tuition Increase Revisited

Key Terms

Notes

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

The Process of Successful Presentations

Discussion Questions

Memo from the Field:   Regina Lynch-Hudson, The Write Publicist

It’s Your Turn: Elayne Anderson’s Speech

Key Terms

Notes

11. Public Relations in the Digital Age.

Welcome to the Revolution

The Digital Revolution

Computers and the Internet

The Birth of Cyber-Relations

Wireless Communications Technology

Why “New” Isn’t Always “Better”

Discussion Questions

Memo from the Field:   Craig Settles, Successful.com

It’s Your Turn: Hale & Hardy All-Natural Granola Bars

Key Terms

Notes

12. Crisis Communications.

A New “Day of Infamy”

The Anatomy of a Crisis

Crisis Communications Planning

Crisis Planning Ethics

Discussion Questions

Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department

It’s Your Turn: Death of a Salesman

Key Terms

Notes

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 21^st Century Marketing

Discussion Questions

Memo from the Field: Vin Cipolla, HNW, Inc.

It’s Your Turn: Making the Pitch

Key Terms

Notes  

14. Cross-Cultural Communication.

Cultures: Realities and Definitions

Cultural Attributes

Cross-Cultural Communication: Definitions and Dangers

Achieving Successful Cross-Cultural Public Relations: A Process

Discussion Questions

Memo from the Field:   Bill Imada, IW Group

It’s Your Turn: Cultures Close to Home

Key Terms

Notes

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

Litigation Public Relations

Discussion Questions

Memo from the Field: James F. Haggerty, president, The PR Consulting Group, Inc.

It’s Your Turn: SuperGas

Key Terms

Notes

16. Your Future in Public Relations.

What’s Next?

Social Forces and Public Relations

Where Public Relations Is Headed

Your Future in Public Relations

Discussion Questions

Memo from the Field: Sarah Yeaney, PRSSA national president

It’s Your Turn: Crushed Credibility

Appendix: Public Relations Society of America Member Code of Ethics 2000.

Glossary.       

Index.

Courses

Introduction to Public Relations  (Mass Communication / Public Relations / Film)

Next Edition(s)

• Public Relations: A Value Driven Approach, 5/E
  Guth & Marsh
  ©2012  |  Pearson  |  Paper; 592 pp  |  Instock
  ISBN-10: 0205811809  |  ISBN-13: 9780205811809
  Suggested retail price: $90.20  Buy from myPearsonStoreNet price: $67.65  (What's this?)Brief Description  | 

  

  In a time when society is holding individuals and organizations to high standards of conduct, Public Relations: A Values-Driven Approach teaches students how to build ethical, productive relationships with strategic constituencies. Now with an engaging full-color design yet retaining its popular, attractive price for students, the fifth edition provides a valuable introduction to the contemporary dynamics of the field.

   

  Grounded in public relations theory and traditions, Public Relations: A Values-Driven Approach provides an introduction to the honorable profession of public relations as it relates to a broader social context. Each chapter helps students understand how public relations activities reflect and affect an organization's core values.

  More Info
  

Backcover Copy

New to the Third Edition

• A new chapter on “Public Relations in the Digital Age” shows students the implications of the digital revolution.
• New and timely examples such as the use of public relations in the war on terror and the war in Iraq, as well as the Madonna—Britney kiss, Super Size Me, and the breakup of Barbie and Ken, bring public relations into the cultural world of students and energize class discussions.
• Expanded ethics chapter includes corporate responsibility, providing guidance in the aftermath of corporate scandals.
• Information on recent developments in the law, including Sarbanes-Oxley and Regulation FD, Kasky v. Nike, and new database-restriction legislation, helps students navigate the shifting grounds of the laws and regulations that affect public relations.
• Coverage of the Global Alliance for Public Relations and Communications Management’s new international ethics code and the PR Alliance’s report “Restoring Trust in Business” show the growth of international standards for public relations and the importance of public relations in preventing future corporate scandals.
• Enhanced discussion of theoretical concepts including SWOT analysis, framing theory, ROI (return on investment), and AVE (advertising value equivalency) gives students a variety of tools to understand and analyze public relations practices.
• Nine new case studies and sidebars on international and multicultural public relations expose students to public relations practices and issues on the global stage.

“The material is fresh, easy to understand, current, and covers the most appropriate areas of Public Relations for a semester-long course.”
Robert A. Bergman, Lewis University

“Its prescriptions for writing are very good, and the text provides the best discussion of planning processes of any of the introductory books.”
Michael Smilowitz, James Madison University

Companion Website for Public Relations: A Values-Driven Approach, 3/E
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