دانلود کتاب The practice of public relations

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Cover ......Page 1
Title Page ......Page 2
Copyright Page ......Page 3
Brief Contents ......Page 6
Contents ......Page 8
Foreword ......Page 18
Preface ......Page 20
About the Author ......Page 26
Chapter 1 Defining Public Relations......Page 32
Prominence of Public Relations......Page 33
What Is Public Relations?......Page 35
Influencing Public Opinion......Page 36
A Question of Ethics Repping the Russian Lion......Page 37
Public Interpreter......Page 39
Public Relations Publics......Page 40
FYI Interpreting a Sensitive, Gender Issue......Page 42
Public Relations Functions......Page 43
The Sin of “Spin”......Page 44
What Manner of Man or Woman?......Page 45
Last Word......Page 47
Pick of the Literature Rethinking Reputation: How PR Trumps Advertising and Marketing in the New Media World......Page 48
Case Study The New CEO’s Trial by “Switchgate” Fire......Page 49
From the Top an Interview with Harold Burson......Page 51
Public Relations Bookshelf......Page 52
Chapter 2 The History and Growth of Public Relations......Page 54
Ancient Beginnings......Page 57
Early American Experience......Page 58
Later American Experience......Page 59
FYI P. T. Barnum Redux......Page 61
Ivy Lee: The Father of Public Relations......Page 62
The Growth of Modern Public Relations......Page 64
A Question of Ethics Burson Fumbles Facebook Flap......Page 67
Public Relations Comes of Age......Page 68
Last Word......Page 71
Discussion Starters......Page 72
Case Study Welcome to the NFL......Page 73
From the Top an Interview with Edward L. Bernays......Page 75
Public Relations Bookshelf......Page 76
Chapter 3 Communication......Page 77
Goals of Communication......Page 78
Traditional Theories of Communication......Page 79
Contemporary Theories of Communication......Page 80
A Question of Ethics Irate Actor Takes to the Air......Page 82
The Word......Page 83
FYI Profizzle of Lexicizzle......Page 85
Receiver’s Bias......Page 86
Feedback......Page 88
Pick of the Literature The Power of Communication......Page 89
Case Study Race Relations with That Soy Latte?......Page 90
From the Top An Interview with Denise Hill......Page 91
Public Relations Bookshelf......Page 92
Chapter 4 Public Opinion......Page 94
What Are Attitudes?......Page 96
How Are Attitudes Influenced?......Page 97
Motivating Attitude Change......Page 98
Power of Persuasion......Page 99
Influencing Public Opinion......Page 100
A Question of Ethics The Doctor Is Piqued......Page 101
Polishing the Corporate Image......Page 102
FYI Winning Reputation . . .......Page 103
Managing Reputation......Page 104
Discussion Starters......Page 105
Case Study The Tylenol Murders......Page 106
From the Top An Interview with Ray Jordan......Page 110
Public Relations Bookshelf......Page 111
Chapter 5 Management......Page 113
Public Relations Management Process......Page 114
Reporting to Top Management......Page 115
A Question of Ethics Deflated Standards......Page 116
The Public Relations Plan: Conceptualizing......Page 117
Activating the Public Relations Campaign......Page 118
Setting Public Relations Objectives......Page 119
FYI Disappearing Roots......Page 120
Public Relations Budgeting......Page 121
Public Relations Implementation......Page 122
Public Relations Departments......Page 123
Public Relations Agencies......Page 125
Reputation Management......Page 126
Where Are the Jobs?......Page 127
What Does It Pay?......Page 128
Women and Minorities......Page 129
Discussion Starters......Page 131
Case Study Uber Success Brings Uber Public Relations Problems......Page 132
From the Top An Interview with Peter Drucker......Page 134
Public Relations Library......Page 135
Chapter 6 Ethics......Page 137
Ethical Issues Abound......Page 138
Doing the Right Thing......Page 140
Ethics in Business......Page 143
A Question of Ethics Sorry for Your Loss but . . . . Nice Bag......Page 144
Corporate Codes of Conduct......Page 145
Ethics in Government......Page 146
FYI Test Your Workplace Ethics......Page 148
Ethics in Journalism......Page 149
Ethics in Public Relations......Page 151
Discussion Starters......Page 153
Case Study Ethical Hammer Falls on Daddy Huxtable......Page 154
From the Top An Interview with Howard J. Rubenstein......Page 156
Public Relations Bookshelf......Page 157
Chapter 7 The Law......Page 159
An Uneasy Alliance......Page 160
The First Amendment......Page 161
Defamation Law......Page 162
A Question of Ethics Whistleblower or Traitor?......Page 163
Insider Trading Law......Page 165
Disclosure Law......Page 166
FYI Criminal Attorneys—Literally......Page 167
Ethics Law......Page 168
Copyright Law......Page 169
Internet Law......Page 170
Litigation Public Relations......Page 173
Last Word......Page 174
Pick of the Literature Advertising and Public Relations Law, 2nd Edition......Page 175
Case Study Walmart’s Legal Crackup......Page 176
From the Top An Interview with Robert Shapiro......Page 177
Public Relations Bookshelf......Page 178
Chapter 8 Research......Page 180
Essential First Step......Page 181
Public Relations Research Principles......Page 182
Public Relations Research Types......Page 183
Public Relations Research Methods......Page 185
A Question of Ethics Study: Diet Soda Sparks Weight Loss—Whaaaa?......Page 194
Evaluation......Page 195
Online Research......Page 196
Discussion Starters......Page 198
Case Study Researching a Position for Alan Louis General......Page 199
From the Top An Interview with Sandra Bauman......Page 200
Public Relations Bookshelf......Page 201
Chapter 9 Media......Page 203
Paid vs. Owned vs. Earned......Page 204
Objectivity in the Media......Page 205
A Question of Ethics Anchors Away......Page 207
Print Media Hangs In......Page 208
Electronic Media Leads......Page 213
Online Media Competes But. . . .......Page 214
Dealing with the Media......Page 216
Attracting Publicity......Page 217
Value of Publicity......Page 218
FYI Confessions of a Media Maven......Page 219
Pitching Publicity......Page 221
Online Publicity......Page 222
Handling Media Interviews......Page 223
Outside the Lines Two-Minute Media Relations Drill......Page 225
Discussion Starters......Page 226
Case Study They’re Heeere!......Page 227
From the Top An Interview with Al Neuharth......Page 229
Public Relations Bookshelf......Page 230
Chapter 10 Social Media......Page 231
Brief History of the Net......Page 232
Public Relations and the Net......Page 233
Web Sites......Page 234
E-mail......Page 236
Blogs......Page 238
FYI King Blogs; Subjects Cheer......Page 239
Social Networks......Page 240
A Question of Ethics Ain’t No Sunshine for Wikipedia Alteration......Page 245
Online Communication Vehicles......Page 248
The Online Dark Side......Page 249
Last Word......Page 250
Case Study Don’t Mess with the Queen of Social Media......Page 251
From the Top An Interview with Richard Edelman......Page 253
Public Relations Bookshelf......Page 254
Chapter 11 Employee Relations......Page 256
A Critical Function......Page 258
Communicating “Trust”......Page 259
A Question of Ethics How Not to “Cosi” Up to Employees......Page 261
S-H-O-C the Troops......Page 262
Internal Tool Kit......Page 263
FYI Disney’s Credibility Correction......Page 264
The Grapevine......Page 270
Discussion Starters......Page 271
Case Study Sony Shoots the Messenger......Page 272
From the Top An Interview with Jay Rayburn......Page 274
Public Relations Bookshelf......Page 275
Chapter 12 Government Relations......Page 277
Don’t Call It “Public Relations”......Page 278
Government Public Relations......Page 280
A Question of Ethics Schock-ing the Downton Abbey Congressman......Page 285
White House Press Secretary......Page 287
Lobbying the Government......Page 289
FYI Are Ya’ Havin’ a Laugh?......Page 290
Rapid Response......Page 293
Dealing with Local Government......Page 294
Pick of the Literature All the Presidents’ Spokesmen......Page 295
Case Study Bridgegate......Page 296
From the Top An Interview with Josh Earnest......Page 297
Public Relations Bookshelf......Page 298
Chapter 13 Community Relations......Page 300
Multicultural Diversity......Page 301
CSR—Corporate Social Responsibility......Page 302
Community Relations Expectations......Page 305
Community Relations Objectives......Page 307
A Question of Ethics How NOT to Win Friends & Influence Communities......Page 308
Serving Diverse Communities......Page 309
Nonprofit Public Relations......Page 313
FYI 13 Rules for Radicals......Page 315
Pick of the Literature Rules for Radicals: A Practical Primer for Realistic Radicals......Page 316
Case Study Up Your Bucket for a Wonderful Cause......Page 317
From the Top An Interview with Mike Paul......Page 319
Public Relations Bookshelf......Page 320
Chapter 14 International Consumer Relations......Page 322
Worldwide Consumer Class......Page 323
Consumer-Generated Media......Page 325
Handling Consumer Complaints......Page 326
The Consumer Movement......Page 327
A Question of Ethics Targeting Plus-Sized Critics......Page 328
Operating Around the Globe......Page 329
Consumer Internet Activists......Page 331
Business Gets the Message......Page 332
FYI Straighten Out Your English—or Else......Page 333
Last Word......Page 334
Case Study Hiding “Under the Dome”......Page 335
From the Top An Interview with Kathy Bloomgarden......Page 337
Public Relations Bookshelf......Page 338
Chapter 15 Public Relations Writing......Page 340
Writing for the Eye and the Ear......Page 342
Fundamentals of Writing......Page 343
FYI The Greatest Public Relations Writer of All Time......Page 344
Inverted Pyramid Simplicity......Page 345
FYI Churchill’s Worst Nightmare......Page 346
The News Release......Page 347
News Release News Value......Page 348
News Release Content......Page 350
News Release Essentials......Page 351
A Question of Ethics No “Pardon” for Anti-Obama Facebook Poster......Page 352
Internet Releases......Page 353
Art of the Pitch......Page 354
Writing for Listening......Page 357
FYI Twitterspeak......Page 360
Pick of the Literature Public Relations Writing, 10th Edition......Page 361
Case Study The Raina, Inc. News Release......Page 362
From the Top An Interview with Hoa Loranger......Page 363
Public Relations Bookshelf......Page 364
Chapter 16 Integrated Marketing Communications......Page 365
Product Publicity......Page 367
Third-Party Endorsement......Page 369
A Question of Ethics End of a Subway Super Spokesman......Page 370
Native Advertising......Page 371
Building a Brand......Page 372
Traditional Integrated Marketing......Page 374
21st-Century Integrated Marketing......Page 377
Buzz Marketing......Page 379
Last Word......Page 380
Case Study Arrogant Alex Learns Humility—Finally......Page 381
From the Top An Interview with Tadd Schwartz......Page 383
Public Relations Bookshelf......Page 384
Chapter 17 Crisis Management......Page 386
Crisis Pervades Society......Page 387
Risk Communication/Message Maps......Page 389
A Question of Ethics Lion Killer, Qu’est-ce que c’est?......Page 390
Signs of a Crisis......Page 391
Planning for Crisis......Page 392
Communicating in a Crisis......Page 393
FYI When “No Comment” and “Comment” Are EquallyCatastrophic......Page 397
Handling the Beast......Page 398
Social Media Crisis Management......Page 399
Discussion Starters......Page 400
Case Study The Rise and Fall and Rise of Queen Martha......Page 401
From the Top An Interview with Sandra Macleod......Page 403
Public Relations Bookshelf......Page 404
Chapter 18 Launching a Career......Page 406
Public Relations Rebounds......Page 407
Organizing the Job Search......Page 408
Organizing the Résumé......Page 409
A Question of Ethics Hiding the Truth/Padding the Resume......Page 410
Organizing the Job Interview......Page 411
FYI Online Public Relations Job References......Page 412
Ensuring Public Relations Success......Page 413
Last Word......Page 415
Discussion Starters......Page 416
From the Top Ultimate Word to the Wise (Student): An Interview with Bill Heyman......Page 417
Public Relations Bookshelf......Page 418
Appendix A PRSA Member Code of Ethics 2000......Page 420
Appendix B PRIA Code of Ethics......Page 430
Index......Page 432