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Public Relations: A Values-Driven Approach, 4/E
David W. Guth, University of Kansas
Charles Marsh, Ph.D., University of Kansas

ISBN-10: 0205569455
ISBN-13: 9780205569458

Publisher: Pearson
Copyright: 2009
Format: Paper; 580 pp
Published: 01/23/2008

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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.

This text provides an introduction to the dynamic, growing, and honorable profession of public relations as it relates to a broader social context. Grounded in public relations theory and traditions, Public Relations: A Values-Driven Approach appeals to students through lively anecdotes, an informal writing style, and a very reasonable price. Each chapter helps students understand how public relations activities reflect and affect an organization's core values.

Features

Emphasizes values and ethics in public relations to raise students' consciousness of contemporary issues in the field.
Includes “Thumbs Up” and “Thumbs Down” case studies in each chapter to illustrate key concepts and provide real-world examples of successful public relations as well as public relations gone awry.
Features “QuickCheck” and “QuickBreak” boxes throughout the text that offer review questions and expand on important topics.
Incorporates a number of additional pedagogical features including “Values Statements” from successful and respected organizations and “Memos from the Field” featuring unfiltered advice from award-winning public relations practitioners.
Focuses on critical-thinking 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.
Provides expansive coverage of theoretical foundations, including resource dependency theory, Monroe's Motivated Sequence, framing theory, coorientation theory, and research on measuring the success of relationships.

New To This Edition

Includes a new chapter on “Cyber-Relations in the Digital Age” demonstrating the implications of the digital revolution, including the impact of virtual public relations, viral marketing, cyber-relations, social media, and e-commerce on the practice of public relations.
Features new and timely real-world examples including the use of public relations in the Sago Coal Mine disaster; online dating; corporate podcasting; the Dove Campaign for Real Beauty; rock star Bono’s anti-poverty campaign; the Wal-Mart blogs controversy; and the firing of shock jock Don Imus.
Addresses current topics including Hurricane Katrina, the Virginia Tech shootings, the war in Iraq, global warming, the growth of social media including YouTube and Facebook, new salary data, and international public relations.
Incorporates new data on the public relations profession, including the latest PRSA Membership Survey, the latest report of the Commission on Public Relations Education, new diversity statistics on the public relations workforce, new data from the Bureau of Labor Statistics, and updated statistics on women in the workplace, sexual harassment, and salary equity.
Expands theoretical concepts to include social exchange theory, priming theory, fully functioning society theory, image restoration discourse, postmodernism, message “stickiness,” partner relationship management, and Hofstede’s Cultural Dimensions.
Provides new information on social media tactics and a new section on writing for the Web.
Features fifteen new case studies, four new Memos from the Field, nine new QuickBreak sidebars and three new values statements.

INTRODUCING MyCommunicationLab for Public Relations: This state-of-the-art interactive and instructive solution for introductory public relations courses is designed to be used as a supplement to a traditional lecture course, or to completely administer an online course. The site gives instructors and students access to a wealth of resources all geared to meet the individual teaching and learning needs of every instructor and every student. Combining an E-book, a portfolio builder, multimedia, video clips, activities, research support, practice tests, and exams, MyCommunicationLab for Public Relations engages students and prepares them to enter the world of public relations. Access code required. Visit www.mycommunicationlab.com or contact your Pearson Arts & Sciences representative for additional information. MyCommunicationLab for Public Relations will be available with Guth & Marsh, Public Relations: A Values-Driven Approach 4e, for Fall 2008 classes!

Table of Contents

Preface

About the Authors

Section 1: Foundations of Public Relations

CHAPTER 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

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

CHAPTER 2: Jobs in Public Relations

Where the Jobs Are

Public Relations Activities and Duties

Working Conditions and Salaries

What’s Important in a Job?

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

CHAPTER 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

The New Millennium

Memo from the Field: Edward M. Block

CHAPTER 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

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

CHAPTER 5: Communication Theory and Public Opinion

The Power of Public Opinion

A Communication Model

Mass Communication Theories

Motivation

Persuasion and Public Opinion

Memo from the Field: Jane Hazel, Health Canada

CHAPTER 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 Corporate Social Responsibility

Beyond CSR: Strengthening Ethical Behavior

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

SECTION 2: THE PUBLIC RELATIONS PROCESS

CHAPTER 7: Research and Evaluation

For Love or Money?

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

Memo from the Field: Dr. David B. Rockland, Ketchum

CHAPTER 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

Memo from the Field: Timothy S. Brown, Delmarva Power/Atlantic City Electric

CHAPTER 9: Communication: The Tactics of Public Relations

Tactics, Fun, and Values

Tactics as Messages and Channels

Tactics and Traditional Publics

Accomplishing the Tactics

Memo from the Field: Deborah Charnes Vallejo, Bromley Communications

CHAPTER 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

Writing for the Web

The Process of Successful Presentations

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

CHAPTER 11: Cyber-Relations in the Digital Age

It’s All About You

The Digital Revolution

Why New Isn’t Always Better

Memo from the Field: Craig Settles, Successful.com

SECTION 3: PUBLIC RELATIONS TODAY AND TOMORROW

CHAPTER 12: Crisis Communications

The Storm Before the Storm

The Anatomy of a Crisis

Crisis Communications Planning

Crisis Planning Ethics

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

CHAPTER 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

Memo from the Field: Vin Cipolla, National Park Foundation

CHAPTER 14: Cross-Cultural Communication

Cultures: Realities and Definitions

Cultural Attributes

Cross-Cultural Communication: Definitions and Dangers

Achieving Successful Cross-Cultural Public Relations: A Process

Memo from the Field: Bill Imada, IW Group

CHAPTER 15: Public Relations and the Law

The Statue of Responsibility

Public Relations and the First Amendment

Federal Agencies That Regulate Speech

Libel

Privacy

Litigation Public Relations

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

CHAPTER 16: Your Future in Public Relations

What’s Next?

Social Forces and Public Relations

Where Public Relations Is Headed

Your Future in Public Relations

Memo from the Field: Kevin J. Saghy, National President, PRSSA

APPENDIX: Public Relations Society of America Member Code of Ethics

Glossary

Index

Courses

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

Previous Edition(s)

Public Relations: A Values-Driven Approach, 3/E
Guth & Marsh
©2006 | Pearson | Paper; 624 pp | Out of Print
ISBN-10: 0205459536 | ISBN-13: 9780205459537
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.

By placing public relations in a broad social context, Public Relations: A Values-Driven Approach provides an introduction to a dynamic, growing, and honorable profession. Steeped in the traditions and theories of public relations, the book features an engaging, informal tone. It abounds with lively anecdotes and comes in at a reasonable price for students. A sustained focus on how public relations activities reflect and affect an organization's core values is a thread that runs through every chapter.
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Public Relations: A Value Driven Approach, 5/E
Guth & Marsh
©2012 | Pearson | Paper; 592 pp | Instock
ISBN-10: 0205811809 | ISBN-13: 9780205811809
Net 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.
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Backcover Copy

Public Relations: A Values-Driven Approach, Fourth Edition
David W. Guth, University of Kansas
Charles Marsh, University of Kansas

In a time when society holds 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. This text provides an introduction to the dynamic, growing, and honorable profession of public relations as it relates to a broader social context. Grounded in public relations theory and traditions, this fourth edition continues to appealto students through lively anecdotes, an informal writing style, and a very reasonable price.

Features of Public Relations: A Values-Driven Approach, Fourth Edition:

Emphasizes values and ethics in public relations throughout, raising students' consciousness of contemporary issues in the field.
Focuses on critical-thinking systems within public relations, providing students with specific strategies for planning, writing, presenting, crisis communications, cross-cultural communication, and ethical decision-making.
Incorporates “Thumbs Up” and “Thumbs Down” case studies illustrating key concepts and featuring real-world examples of both successful and disastrous public relations tactics. New case studies in this edition includethe use of public relations in the Sago Coal Mine disaster, the Dove Campaign for Real Beauty, and rock star Bono’s anti-poverty campaign.
Addresses current topics, as they relate to and affect the public relations field, including Hurricane Katrina, the Virginia Tech shootings, the war in Iraq, global warming, the growth of social media such as YouTube and Facebook, and international public relations.
Provides new data on the public relations profession, including the latest PRSA Membership Survey, the latest report of the Commission on Public Relations Education, new diversity statistics on the public relations workforce, new data from the Bureau of Labor Statistics, and updated statistics on women in the workplace, sexual harassment, and salary equity.
Integrates many pedagogical features including “Values Statements” from successful and respected organizations, and “Memos from the Field” featuring unfiltered advice from award-winning public relations practitioners.

Here’s what reviewers are saying about Public Relations: A Values-Driven Approach, 4e:

“This book is an excellent introduction to the field of PR with an emphasis on values and ethics throughout. The book is readable, appealing to students, and is well integrated with examples of different kinds and lengths that help bring this field to life for students.”

–Marjorie Keeshan Nadler, Miami University

“The book is excellent in every facet of learning PR from the ground up. At the end of the course, my students know the basic propositions of public relations and they have the confidence to weigh in cogently on current issues.”

–Astrid Sheil, Northern Arizona University

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MyCommunicationLab for Public Relations is a state-of-the-art interactive and instructive solution for public relations courses, designed to be used as a supplement to a traditional lecture course, or to completely adminster an online course. The site gives you and your students access to a wealth of resources all geared to meet the individual teaching and learning needs of every instructor and every student.

With the standard MyCommunicationLab resources of an E-book, multimedia, video clips, activities, research support, practice tests, and exam, MyCommunicationLab for Public Relations addionally includes a portfolio builder, PR campaign building activities, as well as assignable case studies. These valuable resources all serve to engage students and prepare them to enter the world of public relations with confidence.
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MyCommunicationLab for Public Relations is a state-of-the-art interactive and instructive solution for public relations courses, designed to be used as a supplement to a traditional lecture course, or to completely adminster an online course. The site gives you and your students access to a wealth of resources all geared to meet the individual teaching and learning needs of every instructor and every student.

With the standard MyCommunicationLab resources of an E-book, multimedia, video clips, activities, research support, practice tests, and exam, MyCommunicationLab for Public Relations addionally includes a portfolio builder, PR campaign building activities, as well as assignable case studies. These valuable resources all serve to engage students and prepare them to enter the world of public relations with confidence.
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Public Relations: A Values-Driven Approach, 4/E