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O książce

Offering an effective, highly accessible combination of theory and practice, this thoroughly updated and truly comprehensive text covers the full range of public relations writing and media techniques. It clearly explains major theories and concepts as well as provides basic guidelines, checklists, and "how-to" advice. Abundant, up-to-date examples from actual media practice illustrate the content's real-world application.

Spis treści

Foreword
Preface

Pt. 1 The Basics of Public Relations Writing 1

Ch. 1 Preparing for Writing 3
Ch. 2 Legal and Ethical Considerations 32
Ch. 3 Persuasive Writing 58
Ch. 4 Finding and Generating News 81

Pt. 2 Writing for Mass Media 111

Ch. 5 The News Release 113
Ch. 6 The Feature Story 140
Ch. 7 Photos and Graphics 160
Ch. 8 Radio and Television 187
Ch. 9 Pitch Letters, Advisories, News Conferences and Op-Ed 219
Ch. 10 Media Lists, Mailings and the Internet 250
Ch. 11 The Basics of Media Relations

Pt. 3 Writing for Other Media 297

Ch. 12 Newsletters and Magazines 299
Ch. 13 Leaflets and Brochures 320
Ch. 14 Public Relations Advertising 340
Ch. 15 Letters, Direct Mail and Reports 363
Ch. 16 Speakers and Speeches 384
Ch. 17 Audiovisual Aids 405

Pt. 4 Managing Programs and Campaigns 421

Ch. 18 Meetings and Events 423
Ch. 19 Program Planning 445
Ch. 20 Program Evaluation 463

A Glossary for Public Relations Writers 483
Index 487

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Książka wygląda jak nowa.

O książce

Zbiór opisów przypadków z różnych obszarów PR.

Spis treści

1. The Purpose of Public Relations.

2. How Public Relations Deals with Problems and Opportunities.

3. Employee Relations.

AIDS in the Workplace.
Employee Statisfaction Means Customer Satisfaction.
Sohio's Monster Moving Day.
Motorola's Quest for Quality.
Where Profit Comes First: A New Management Style?

4. Community Relations.

A Continental Community Relations Challenge Toronto Dominion Bank.
Chemical Industry Takes Responsibility for Community.
Medical Service Provides Community Service.
The Struggle for Nuclear Power.
Nuclear Waste Goes Down the Drain.
Volunteer Programs Improve the Quality of Life.

5. Investor Relations.

A Classic: On Wall Street, Inside Information Is Profitable.
A Classic: Nader Takes on General Motors.
A City Divided: SDG&E Takeover.
The Seamless Web: How Relations with Other Publics Affects Investor Relations.

6. Consumer Relations.

The Changing Kingdom of Coors.
The Hamburger Wars.
A Classic: Tylenol Rides it Out and Gains a Legacy.
Putting On a New Face.
Customer Satisfaction: How Wal-Mart and L.L. Bean have Translated it from Buzzword to Behavior.

7. Media Relations.

NASSP: News Media as a Feedback Source.
Alar & PR: Getting to the Core of the Apple Problem.
Nightmare in Newfoundland.
The Lights Go Back On at an Electric Utility.
A Classic: Building Media Relationships that Pay.

8. Public Issues and Concerns, Private Interests and Campaigns.

Values on a Collision Course.
Reproductive Rights and the Abortion Issue.
Take Your Choice--Tobacco or Health.
Guns...For Whom? For What?
The Colossal Effort to Advance Beyond War.
Building Support for the Centerpiece of Democracy.
Free the Texas Shopper!
Mothers Against Drunk Driving--MADD.
Whose Right to Know What?: AIDS and Condoms in Schools.

9. Crisis Management.

Beer and Cookies: Rumor and Reality.
Bhopal and Valdez: Corporate Crises of Epic Proportions.
Building Grassroots Support to Avoid Bankruptcy.
Established Relationships Save a Landmark Company.
Whose Rights Are They?

10. Standards, Ethics, and Values.

Fund-Raising--A Question of Trust.
A Classic: Baby Formula Raises Questions.
Ethics Woven into the Decision-Making Process.
Disarming the Critics and Making Friends.
Breast Implants and Dow Corning: Dealing with the Perception of Deception.
Political Correctness: Is It Just a Polite Way to Restrict Freedom of Speech?
The Mammography Issue: The Effect of a Triggering Event.

11. Career Preparation.

Index.

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O książce

Autorzy uczą czytelnika, jak etycznie budować relacje firmy z najważniejszymi interesariuszami. Umieszczając PR w szerokim społecznym kontekście, autorzy przystępnie wyjaśnią podstawe teorie, metody, narzędzia PR.

Książka polecana studentom i wszystkim zainteresowanym pracą w PR.

Spis treści

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?
DiscussionQuestions
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

II. 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
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

III. PUBLIC RELATIONS TODAY AND TOMORROW.

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 21st 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.

Stan

Niewielkie ślady używania na okładce. Zaznaczenia na kilku stronach.

O książce

Autor opisuje opisuje podstawowe strategie komunikacji korporacyjnej, wyzwania stojące przed managementem, oraz zmiany zachodzące w otoczeniu firm.

Spis treści

Chapter 1 The Changing Environment for Business

Case: Hooker Chemical Company

Chapter 2 Communicating Strategically

Case: Fletcher Electronics

Chapter 3 An Overview of the Corporate Communication Function

Case: Bank of Boston

Chapter 4 Managing Image, Identity, and Reputation

Case: GE Identity Program

Chapter 5 Managing Corporate Advertising

Chapter 6 Managing Media Relations

Case: Adolph Coors Company

Chapter 7 Investor Relations: A Random Walk Down Wall Street

Case: United Technologies

Chapter 8 Employee Communication

Case: Norwich Software

Chapter 9 Managing Government Affairs

Case: Dodds Paper Company

Chapter 10 Managing Communication in a Crisis

Case: Dow Corning

Stan

Minimalne slady używania na okładce. Wewnątrz zaznaczenia na paru stronach.

O książce

Cenione przez praktyków omówienie podstawowych zagadnień PR, bogato ilustrowane przykładami działań znanych marek.

Spis treści 

1 What is public relations, anyway? 1
2 The growth of public relations 22
3 Communication 45
4 Public opinion 64
5 Management 83
6 Ethics 108
7 The law 128
8 Research 148
9 Print media relations 173
10 Electronic media relations 201
11 Employee relations 219
12 Multicultural community relations 242
13 Government relations 267
14 Consumer relations 292
15 International relations 310
16 Public relations writing 328
17 Integrated marketing communications 356
18 Public relations and the Internet 378
19 Crisis management 400