公共关系实践 英文版·第7版PDF|Epub|txt|kindle电子书版本网盘下载

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1．WHAT IS PUBLIC RELATIONS?1

Prominence of Public Relations3

Defining Public Relations4

The Rest ofthe Story:So Long,George5

Defining by Functions6

Interpreting Management to the Public8

Interpreting the Public to Management8

The Publics of Public Relations9

Summary11

A Question of Ethics:Drawing the Line on Questionable Clients11

Notes12

Discussion Starters12

Suggested Readings13

ContentsForeword13

Top of the Shelf:PR!A Social History of Spin14

Preface15

Case Study:Texaco and the Black Jellybeans15

Acknowledgments17

About the Author19

Voice of Experience:Michael D.McCurry19

2．THE EVOLUTION OF PUBLIC RELATIONS23

Ancient Beginnings25

Early American Experience26

Later American Experience27

Into the 1800s27

The Rest of the Story:What Hath Barnum Wrought?28

Emergence of the Robber Barons29

Enter the Muckrakers29

Ivy Lee:A Father of Modern Public Relations30

Government31

The Growth of Modern Public Relations31

Counseling32

Corporations33

Education33

Public Relations Comes of Age33

Growth of Large Institutions33

Change,Conflict and Confrontation33

A Question of Ethics:Watergate:A Black Eye for Public Relations35

Heightened Public Awareness36

Global Democracy in the Twenty-First Century37

Public Relations Education37

Summary37

Discussion Starters38

Notes39

Suggested Readings40

Top of the Shelf:The Unseen Power-Public Relations,A History40

Case Study:Exxon Corporation s Bad Good Friday41

Voice of Experience:Edward L.Bernays45

3．PUBLIC OPINION47

What is Public Opinion?49

What are Attitudes?50

How are Attitudes Influenced?51

Motivating Attitude Change52

Power of Persuasion54

HoT are People Persuaded?54

What Kinds of“Evidence”Persuade People?55

Influencing Public Opinion55

Polishing the Corporate Image56

The Rest of the Story:When Barbie Talks,Women Went Bonkers57

Beware the Traps of Public Opinion58

A Question of Ethics:The Downsizing Poster Boy60

Summary62

The Rest of the Story:Auctioneer s Reputation on the Block63

Discussion Starters63

Notes64

Top of the Shelf:The New York Times and The Wall Street Journal65

Suggested Readings65

Case Study:Pepsi Punctures the Great Syringe Soda Scare66

Voice of Experience:Archbishop John P.Foley73

4．ETHICS75

What s Going on Here?77

Ethics in Society77

Ethics in Business79

Corporate Codes on Conduct80

Corporate Social Responsibility82

A Question of Ethics:Sham or Shamu:The Push to Free Willy83

Ethics in Government83

The Rest of the Story:Short,Sad Saga of the Political Sage84

Ethics in Journalism85

Ethics in Public Relations89

The Rest of the Story:Hitting the“Ethical Wall”90

Summary90

Discussion Starters90

Notes92

Suggested Readings92

Top of the Shelf:Toxic Sludge is Good for You:Lies,Damn Lies and tke PublicRelations Industry93

Case Study:Ethical Fall from Grace94

Bonus Case Study:CNA Does the Right Thing96

Voice of Experience:Barbara Ley Toffler97

5．RESEARCH99

Applied Research101

Types of Public Relations Research101

Theoretical Research102

Methods of Public Relations Research102

Surveys103

The Rest ofthe Story:Measuring Press Coverage104

Communication Audits110

Unobtrusive Methods110

A Question of Ethics:The Credibility-Saving Audit111

Evaluation112

The Rest of the Story:Figures and Faces Lie113

Using Outside Research Help114

Summary114

Discussion Starters114

Suggested Readings115

Notes115

Top of the Shelf:Using Research in Public Relations:Applications to ProgramManagement116

Case Study:Researching a Position for Alan Louis General117

Voice of Experience:Kathleen Ladd Ward119

6．COMMUNICATION121

Communications Theory122

The Source123

The Encoder123

The Rest of the Story:When in Rome...125

The Message126

The Rest of the Story:Are You Sure You Saw What You Thought You Saw?127

The Decoder128

The Rest of the Story:Decoding the Language at the Pension Office129

The Receiver132

A Question of Ethics:Slumming in Rapland133

Summary134

The Rest of the Story:Whaaat?Huh?135

Discussion Starters135

Notes136

Suggested Readings136

Top of the Shelf:Webster s NeT World Dictionary of Media and Communications136

Case Study:Boxed In at Jack in the Box137

Voice of Experience:Frankie A.Hammond139

7．MANAGEMENT143

Reporting to Top Management144

The Rest of the Story:Management Translation:“Hit the Road,Jack”144

Management Theory of Public Relations145

Planning for Public Relations146

Managing by Public Relations Objectives147

A Question of Ethics:British Air s Image Shakeup149

Budgeting for Public Relations149

Preparing the Public Relations Campaign Plan150

Implementing Public Relations Programs152

Organizing the Public Relations Department153

The Rest of the Story:PR Salaries Going Up,Up,UP!153

Organizing the Public Relations Agency154

What s It Pay?155

What Manner of Man/Woman?159

Summary160

Discussion Starters160

Notes161

Suggested Readings161

Top of the Shelf:The New Positioning162

Case Study:Dow Coming in the Crucible163

Voice of Experience:Harold Burson167

8．PUBLIC RELATIONS WRITING169

Fundamentals of Writing170

Writing for the Eye and the Ear170

Flesch Readability Formula171

The Rest of the Story:NonReadability173

The Beauty of the Inverted Pyramid173

The News Release175

News Value176

The Rest of the Story:Just the Facts178

Format178

Style182

The Rest of the Story:Inflated Corporate Style184

Content185

A Question of Ethics:Leaking the Gleeful Disaster Memo185

The Announcement186

The Management Change186

The Management Speech187

The Importance of Editing188

Rest of the Story:Deobfuscating Obfuscatory Proverbs189

Summary190

Discussion Starters190

Notes191

Suggested Readings191

Top of the Sbelf:The Public Relations Writer s Handbook192

Case Study:The Raina News Release192

Voice of Experience:William C.Adams195

9．WRITING FOR THE EYE AND EAR197

The Media Kit197

The Biography198

Straight Bios198

Narrative Bios200

Example Two:Descriptive,Narrative Style201

The Backgrounder201

Example One:News Release Style201

The Feature203

Description203

Explanation203

Evaluation203

The Case History204

The By-Liner204

The Memorandum205

The Pitch Letter205

Other Tools207

The Round-Up Article207

The Fact Sheet207

The Q A208

The Standby Statement209

The Speech209

The Position Paper209

Photographic Supports209

The Rest of the Story:Don t-Repeat-Don t Use“Do Not”210

The Speechwriting Process210

Preparing211

Interviewing211

Researching212

Organizing and Writing212

The Spoken Word213

Making an Efiective Presentation214

Rest of the Story:Every Picture Tells a Story215

A Question of Ethics:Beavis and Butt-Head Battle Backlash216

Summary216

Suggested Readings217

Notes217

Discussion Starters217

Top of the Shelf:Writing Effecfive Speeches218

Case Study:Illinois Power s Reply219

Voice of Experience:Shirley Carter221

10．PUBLIC RELATIONS AND THE NET223

Growing Use of the Internet224

The Rest of the Story:Who Uses the Net and Why?225

Net Effect on Public Relations225

Moving to E-Mail227

Organizing a Web Site227

A Question of Ethics:AOL:Arrogance on the Loose228

Media Relations on the Net231

The Rest ofthe Story:Scooping Yourself Netstyle232

Investor Relations on the Net232

Product Promotion on the Net232

The Rest of the Story:Microsoft Buys The Church234

Intranets,Extranets and CD-ROMs234

Writing for the Net235

Summary236

Discussion Starters236

Notes236

Suggested Readings237

Top ofthe Shelf:Being Digital238

Case Study:“No-Tell”Intel Learns Silence Isn t Golden239

Voice of Experience:Lawrence Weber241

11．PUBLICITY AND THE MEDIA243

Power of Publicity244

The Rest of the Story:Klein as in“Lyin”247

What Research Tells Us About the Media248

Objectivity of the Media249

A Question of Ethics:The Fall of“Fairness”250

Dealing with the Media251

The Rest of the Story:Confessions of a Media Maven254

Securing Publicity255

Value of Publicity256

Avenues of Publicity257

Placing Publicity259

The Rest of the Story:Answering the Media260

Wire Services261

Media Directories262

Measurement Assistance263

Press Clipping Bureaus263

Broadcast Transcription Services263

Context Analysis Services263

Handling Interviews264

The Rest ofthe Story:The End of the World as They Write It264

Press Conferences265

Rest of the Story:Aw Shaddup!267

Summary268

Discussion Starters268

Notes268

Suggested Readings269

Top of the Shelf:News and the Culture of Lying:How Journalism Really Works270

Case Study:Waco271

Voice of Experience:Andrew S.Edson273

12．ELECTRONIC MEDIA275

TV News-Pervasive,Investigative,Inflammatory277

Handling TV Interviews279

A Question of Ethics:Fakes,Lies,and Videotape:Food Lion v.ABC280

Video News Releases283

Importance of Organizational Video283

VNR Caveats:Expensive and Controversial285

Public Service Announcements285

Satellite Media Tours287

Video Conferences288

Growth of Talk Radio288

The Rest of the Story:Talk Radio Recipe:Deflect,Deny,Evade,Act Stupid289

Penetrating the Radio Marketplace290

Summary290

Discussion Starters290

Notes291

Suggested Readings291

Top of the Shelf:60 Minutes CBS Television News292

Case Study:They re Heeere!293

Voice of Experience:Myron Kandef295

13．INTEGRATED MARKETING COMMUNICATIONS297

Public Relations Versus Marketing299

Product Publicity300

Third-Party Endorsements300

The Rest of the Story:P.T. Barnum Redux:The Human Arrow302

Public Relations Marketing Activities303

Article Reprints303

Trade Show Participation304

Use of Spokespersons305

Cause-Related Marketing305

Public Relations Advertising307

A Question of Ethics:A Four-Letter Word Called Nike308

Purposes of Public Relations Advertising310

Public Relations Advertising in the 1990s311

Infomercials314

Integrated Marketing for the 21st Century314

900 Numbers315

Movie Product Placements316

Summary317

Discussion Starters317

Nores317

Suggested Readings318

Top of the Shelf:Integrated Marketing Communications:Putting It Together ？ MakingIt Work319

Case Study:From Perky to Pariah:The Sad Saga of Kathie Lee320

Voice of Experience:Steve Rivkin323

14．EMPLOYEES325

Communicating Effectively in a Sea of Doubt327

The Rest of the Story:AKA“You re Outa Here”328

Employee Communications Strategies329

Credibility:The Key329

A Question of Ethics:Facilitating the PG？E Layoffs331

Employee Communications Tactics332

Online Communication332

Print Newsletters333

Management Publications335

Employee Arnual Reports336

The Rest of the Story:Desktop Publishing Emerges338

Bulletin Boards338

Internal Video339

Supervisory Communications340

Dealing with the Grapevine341

The Rest ofthe Story:Magna s Charter341

Summary342

Discussion Starters342

Suggested Readings343

Notes343

Top of the Shelf:The Jobless Future:Sci-Tech and the Dogma of Work344

Case Study:Monkeygate345

Voice of Experience:Nancy Irwin347

15．MULTICULTURAL COMMUNITIES349

Social Responsibility in the Community350

A Question of Ethics:Avis Fights Back352

Community Relations Expectations352

What the Community Expects353

What the Organization Expects353

Community Relations Objectives355

Serving Diverse Communities356

Women356

African-Americans357

Latinos358

The Rest of the Story:“Latino,”Not“Hispanic”360

Gay,Seniors,and Others360

Nonprofit Public Relations362

Fund-Raising362

The Rest of the Story:Heeding Religious Messages364

Summary364

Discussion Starters365

Notes365

Suggested Readings366

Top of the Shelf:Rules for Radicals366

Case Study:Denny s and Eddie Confront Racism367

Voice of Experience:Terrie M.Williams370

Voice of Experience:Ray Durazo372

16．CONSUMERS375

The Rest of the Story:Tyco Tickled with TickleMe Momentum376

Growth of the Consumer Movement377

Federal Consumer Agencies378

Consumer Activists379

Business Gets the Message379

Consumerist Philosophy380

Consumerist Objectives380

The Rest of the Story:Pulling the Cabbage Patch Piranha381

A Question of Ethics:Calvin Tests the Bounds of Kiddie Porn382

Office of the Ombuds Officer383

Summary385

Between the Lines:A Day in the Life of the Ombuds Officer386

Discussion Starters387

Notes387

Suggested Readings387

Top of the Shelf:The 22 Immutable Laws of Marketing388

Case Study:Tobacco Wars389

Voice of Experience:Diane Perlmutter394

17．GOVERNMENT397

Public Relations in Government398

Government Practitioners399

United States Information Agency400

Government Bureaus401

A Question of Ethics:Bad Carma for the Secretary402

The President403

The President s Press Secretary404

The Rest of the Story:The Ragin Cajun and the Sultans of spin406

Lobbying the Government406

What Do Lobbyists Do?407

Grass-Roots Lobbying408

Political Action Committees409

Dealing with Local Government411

The Rest of the Story:The“Be”List of Getting Through to Legislators　411

Summary412

Discussion Starters412

Notes413

Suggested Readings413

Top of the Shelf:Behind the Oval Office:Winning the Presidency in the Nineties/BadBoy:The Life and Politics of Lee Atwater414

Case Study:Whitewater415

Voice of Experience:Marsha Berry419

18．PUBLIC RELATIONS AND THE LAW421

Public Relations and the Law:An Uneasy Alliance422

Public Relations and the First Amendment423

The Rest of the Story:Promoting O.J.425

Public Relations and Insider Trading426

Public Relations and Disclosure Law427

Public Relations and Privacy Law428

Public Relations and Ethics Law428

A Question of Ethics:Deserving of Counsel?429

Public Relations and Copyright Law432

The Rest of the Story:What s in a Squiggle?433

Public Relations and Internet Law433

Public Relations and the Legal Profession434

Litigation Public Relations435

The Rest of the Story:Ladiieeeees and Gentlemen,Let s Get Ready toSue436

Summary436

The Rest of the Story:Battles of the Egoists:The Ultimate Legal Fight437

Discussion Starters438

Notes438

Suggested Readings439

Case Study:Burned by the Media:General Motors Extinguishes NBC439

Top of the Shelf:Litigation Public Relations:Courting Public Opinion440

Voice ofExperience:Harry J.Pearce444

19．CRISIS MANAGEMENT447

Issues Management449

A Question of Ethics:Death of a Tiny Beauty Queen450

Implementing Issues Management451

Growth of Risk Communications454

Managing in a Crisis454

Planning in a Crisis456

The Rest of the Story:The SadSaga of Susan Smith457

Communicating in a Crisis458

The Rest of the Story:The Lessons of the Valdez460

Summary461

The Rest of the Story:The“Gates” of Scandal462

Discussion Starters462

Suggested Readings463

Notes463

Top of the Shelf:Crisis Response:Inside Stories on Managing Image UnderSiege464

Case Study:Rebounding From the Ultimate Crisis465

Bonus Case Study:The Fall of TWA468

Voice of Experience:Robin Cohn470

20．FUTURE473

Issues of the Millennium475

The Rest of the Story:Rapping in the Millennium476

Public Relations Challenges in the Millennium477

Public Relations Goes Global478

Canada479

Latin America479

The New Europe479

The Rest ofthe Story:A“Too American”Public Relations Approach?480

Asia480

Australia481

Eastern Europe481

Middle East482

Africa483

A Question ofEthics:Brushing Away a Dark Blot483

Counseling Top Management484

The Rest of the Story:Think Multilingual-or Else485

Emerging Issues in Public Relations486

Public Relation Education486

Women in Public Relations486

External Challenges487

Implications for Beginners488

The Rest ofthe Story:All is Not Won...489

The Rest of the Story:... But All is Not Lost490

Summary492

The Last word:Commentary from Jack O Dwyer493

Notes495

Discussion Starters495

Suggested Readings496

Top of the Shelf:Public Relations Ethics497

Case Study:The Tylenol Murders498

Voice of Expenence:Debra A.Miller503

APPENDIXESAppendix A:Code of ProfessionaI Standards for the Practice of Public Relations507

Appendix B:Advertising Effectiveness Tracking Study511

Appendix C:Research Definition517

Appendix D:Audiovisual Supports521

Appendix E:Computer Terms523

Appendix F:On-Line Databases529

Appendix G:Leading Media Terms531

Appendix H:Corporate Reporting Requirements537

Appendix I:Annual Meeting Checklist545

Index551