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The Practice of Public Relations

The Practice of Public RelationsTitoloThe Practice of Public Relations
AutoreSeitel, Fraser P.
Prezzo
Sconto -2%
€ 147,13   Spedizioni gratuite in Italia
(Prezzo € 150,13)
CategoriaBusiness & Economics: Public Relations
RilegaturaPaperback
Dati456 p.
Anno2013
EditorePrentice Hall
Normalmente disponibile per la spedizione entro 5 giorni lavorativi
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Indice e argomenti trattati
Forewordxxi
Prefacexxiii
About the Authorxxix
Part I Evolution
Chapter 1 Defining Public Relations
1
Prominence of Public Relations
3
What Is Public Relations?
5
Planned Process to Influence Public Opinion
6
Public Relations as Management Interpreter
7
Public Relations as Public Interpreter
8
PR Ethics Mini-Case Firing the Nazi in the House of Dior
10
The Publics of Public Relations
11
The Functions of Public Relations
12
The Sin of "Spin"
14
What Manner of Man or Woman?
15
Last Word
16
Discussion Starters
17
Pick of the Literature Rethinking Reputation: How PR Trumps Advertising and Marketing in the New Media World
17
Case Study BP's Loose Lips Sink Credibility Ship
18
From the Top An Interview with Harold Burson
21
Public Relations Library
22
Chapter 2 The History and Growth of Public Relations
24
Ancient Beginnings
27
Early American Experience
27
Later American Experience
28
Outside the Lines P. T. Barnum Redux
30
Ivy Lee: The Real Father of Modern Public Relations
31
The Growth of Modern Public Relations
33
PR Ethics Mini-Case Burson Fumbles Facebook Flap
36
Public Relations Comes of Age
37
Public Relations Education
40
Last Word
41
Discussion Starters
42
Pick of the Literature A Century of Spin: How Public Relations Became the Cutting Edge of Corporate Power (paperback)
42
Case Study The Tylenol Murders
42
From the Top An Interview with Ray Jordan
46
Public Relations Library
47
Part II Preparation/Process
Chapter 3 Communication
48
Goals of Communication
50
Traditional Theories of Communication
51
Contemporary Theories of Communication
52
The Word
53
Outside the Lines Profizzle of Lexicizzle
55
Receiver's Bias
56
PR Ethics Mini-Case The Name That Slimed an Industry
58
Feedback
59
Last Word
60
Discussion Starters
60
Pick of the Literature The Power of Communication
61
Case Study Walmart's Bribery Shutdown
61
From the Top An Interview with Edward L. Bernays
63
Public Relations Library
64
Chapter 4 Public Opinion
65
What Is Public Opinion?
67
What Are Attitudes?
67
How Are Attitudes Influenced?
68
Motivating Attitude Change
69
Power of Persuasion
70
Influencing Public Opinion
72
PR Ethics Mini-Case Occupy: Si, Changing Public Opinion: Not Exactly
73
Polishing the Corporate Image
74
Outside the Lines Winning Reputation
75
Outside the Lines ... Losing Reputation
76
Managing Reputation
76
Last Word
77
Discussion Starters
77
Pick of the Literature The New York Times, nytimes.com, and The Wall Street Journal, wsj.com
78
Case Study The Rise and Fall and Rise of Queen Martha
78
From the Top An Interview with Ned Raynolds
81
Public Relations Library
82
Chapter 5 Management
83
Management Process of Public Relations
84
Reporting to Top Management
85
PR Ethics Mini-Case A Publicity Tie Too Far
86
Conceptualizing the Public Relations Plan
86
Creating the Public Relations Plan
87
Activating the Public Relations Campaign
88
Setting Public Relations Objectives
89
Outside the Lines Cooking Gilbert's Goose
90
Budgeting for Public Relations
90
Implementing Public Relations Programs
91
The Public Relations Department
93
The Public Relations Agency
95
Reputation Management
96
Where Are the Jobs?
98
What Does It Pay?
99
Women and Minorities
99
Last Word
100
Discussion Starters
101
Pick of the Literature Reputation Management: The Key to Successful PR and Corporate Communication
101
Case Study Crushing the CrackBerry
101
From the Top An Interview with Peter Drucker
103
Public Relations Library
104
Chapter 6 Ethics
105
Doing the Right Thing
109
Ethics in Business
110
Corporate Codes of Conduct
111
Corporate Social Responsibility
112
Outside the Lines Test Your Workplace Ethics
113
Ethics in Government
114
PR Ethics Mini-Case The Sad Memoir of Scott McClellan
115
Ethics in Journalism
116
Ethics in Public Relations
119
Outside the Lines Defending a Dictator
121
Last Word
121
Discussion Starters
122
Pick of the Literature Ethics in Public Relations 2nd ed.
122
Case Study Doing the Right Thing by Making a "Hurd" Decision
122
From the Top An Interview with Howard J. Rubenstein
124
Public Relations Library
125
Chapter 7 The Law
126
Public Relations and the Law: An Uneasy Alliance
127
Public Relations and the First Amendment
128
Public Relations and Defamation Law
130
Public Relations and Insider Trading
132
Outside the Lines Criminal Attorneys---Literally
133
Public Relations and Disclosure Law
133
Public Relations and Ethics Law
134
PR Ethics Mini-Case Fall from Grace
135
Public Relations and Copyright Law
136
Public Relations and Internet Law
137
Litigation Public Relations
140
Last Word
141
Discussion Starters
142
Pick of the Literature Advertising and Public Relations Law, 2nd Edition
142
Case Study Amazon Shuts Free Speech Door on Pedophile Book
142
From the Top An Interview with Robert Shapiro
144
Public Relations Library
145
Chapter 8 Research
146
Essential First Step
147
What Is Research?
148
Principles of Public Relations Research
148
Outside the Lines Figures and Faces---Lie
149
Types of Public Relations Research
149
Methods of Public Relations Research
150
PR Ethics Mini-Case Sleep-Deprived Research
158
Evaluation
160
Research and the Web
161
Last Word
163
Discussion Starters
163
Pick of the Literature Primer of Public Relations Research, 2nd Edition
164
Case Study Researching a Position for Alan Louis General
164
From the Top An Interview with Sandra Bauman
165
Public Relations Library
166
Part III The Publics
Chapter 9 Media
167
Objectivity in the Media
170
Print: Hanging In
172
Electronic Media: Cable Ups and Downs
175
The Internet Factor
177
Dealing with the Media
180
PR Ethics Mini-Case MSNBC Cries "Wawa" with Made-Up Romney Gaffe
181
Attracting Publicity
185
Value of Publicity
187
Pitching Publicity
188
Online Publicity
189
Outside the Lines Confessions of a Media Maven
190
Handling Media Interviews
191
Outside the Lines Two-Minute Media Relations Drill
193
Last Word
194
Discussion Starters
194
Pick of the Literature When the Headline Is You
195
Case Study They're Heeere!
195
From the Top An Interview with Al Neuharth
196
Public Relations Library
197
Chapter 10 Social Media
199
Brief History of the Internet
200
Public Relations and the Internet
202
Websites
203
Email
204
Blogs
207
PR Ethics Mini-Case Blogger Backlash Crushes ConAgra Conclave
209
Social Networks
210
Outside the Lines Twouble with Twitter
214
Web-Based Communication Vehicles
218
The Dark Side of Online Communications
219
Last Word
221
Discussion Starters
222
Pick of the Literature Social Media and Public Relations
222
Case Study Ronald McDonald's Brush with Antisocial Media
222
From the Top An Interview with Richard Edelman
225
Public Relations Library
226
Chapter 11 Employee Relations
227
Critical Internal Communications
229
Dealing with the Employee Public
230
Trusted Communications in Uncertain Times
231
PR Ethics Mini-Case I Hate You, I'm Leaving, Where's My Check?
233
Credibility: The Key
234
S-H-O-C the Troops
235
Employee Communications Tactics
237
Outside the Lines Takes Juan to Know Juan
242
Internal Social Media
243
The Grapevine
244
Last Word
244
Discussion Starters
245
Pick of the Literature Inside the Organization: Perspectives on Employee Communications
245
Case Study Consultant Drops F-Bomb, Chrysler Drops Consultant
246
From the Top An Interview with Craig Rothenberg
247
Public Relations Library
248
Chapter 12 Government Relations
249
Don't Call It "Public Relations"
250
Public Relations in Government
252
PR Ethics Mini-Case Drowning Out the Drone Attacks
258
The President's Press Secretary
260
Lobbying the Government
263
Political Action Committees
265
Dealing with Local Government
266
Outside the Lines Congress of the Absurd
267
Last Word
268
Discussion Starters
268
Pick of the Literature All the Presidents' Spokesmen
268
Case Study Anthony Weiner Texts His "Anthony"
269
From the Top An Interview with Robert Gibbs
270
Public Relations Library
271
Chapter 13 Community Relations
273
Multicultural Diversity
274
CSR--Corporate Social Responsibility
275
Community Relations Expectations
277
Community Relations Objectives
279
Community Relations on the Web
280
Serving Diverse Communities
281
Nonprofit Public Relations
284
PR Ethics Mini-Case Playing "Chicken" with Gay Marriage
285
Outside the Lines
13
Rules for Radicals
288
Last Word
288
Discussion Starters
289
Pick of the Literature Rules for Radicals: A Practical Primer for Realistic Radicals
289
Case Study The Silence of the Lions
290
From the Top An Interview with Mike Paul
292
Public Relations Library
293
Chapter 14 International Consumer Relations
294
Worldwide Consumer Class
295
Consumer Relations Objectives
296
Consumer--Generated Media
297
Handling Consumer Complaints
298
PR Ethics Mini-Case Kenneth Cole's Egyptian "Twagedy"
299
The Consumer Movement
300
Operating Around the Globe
300
Consumer Internet Activists
302
Outside the Lines Think Multilingual--or Else
303
Outside the Lines Straighten Out Your English--or Else
304
Business Gets the Message
304
Last Word
306
Discussion Starters
306
Pick of the Literature Business As Usual
306
Case Study Linsanity
307
From the Top An Interview with Kathy Bloomgarden
308
Public Relations Library
310
Part IV Execution
Chapter 15 Public Relations Writing
311
Writing for the Eye and the Ear
312
Fundamentals of Writing
313
Outside the Lines The Greatest Public Relations Writer of All Time
314
Flesch Readability Formula
315
Outside the Lines Churchill's Worst Nightmare
315
The Beauty of the Inverted Pyramid
316
The News Release
317
News Release News Value
319
Outside the Lines Write the Release
319
News Release Content
320
News Release Essentials
320
PR Ethics Mini-Case Bad Taste Tweet Release
321
Outside the Lines News Release Taboo Terms
322
News Release Style
322
Social Media Releases
323
Writing Releases for the Internet
324
Importance of Editing
324
Outside the Lines Twitterspeak
325
Last Word
325
Discussion Starters
326
Pick of the Literature The Public Relations Writer's Handbook 2nd ed.
326
Case Study The Raina, Inc. News Release
326
From the Top An Interview with Chuck Suits
328
Public Relations Library
329
Chapter 16 Integrated Marketing Communications
330
Public Relations vs. Marketing vs. Advertising
331
Product Publicity
332
Third-Party Endorsement
333
Building a Brand
334
Outside the Lines World's #1 Sports Brand
336
Public Relations Advertising
337
Traditional Integrated Marketing
338
21st-Century Integrated Marketing
340
PR Ethics Mini-Case Shilling the Morning Joe
341
Infomercials
342
Buzz Marketing
342
You Name It
343
Last Word
343
Discussion Starters
344
Pick of the Literature Strategic Integrated Marketing Communications
344
Case Study Resurrecting Brand Vick
344
From the Top An Interview with Tadd Schwartz
346
Public Relations Library
347
Chapter 17 Crisis Management
348
Crisis Pervades Society
350
Issues Management
351
Risk Communication and Message Mapping
352
Signs of a Crisis
352
Planning in a Crisis
354
PR Ethics Mini-Case Kobe's Nimble Public Relations Once Again Saves the Day
355
Communicating in a Crisis
356
Outside the Lines When "No Comment" and "Comment" Are Equally Catastrophic
356
Engaging the Media
357
Social Media Crisis Management
358
Last Word
358
Discussion Starters
359
Pick of the Literature Crisis Management in the New Strategy Landscape
359
Case Study Carnival's Crisis Cruise
360
From the Top An Interview with John Stauber
362
Public Relations Library
363
Chapter 18 Launching a Career
365
Public Relations in Economic Downturn
366
Getting a Jump
367
Organizing the Job Search
368
Organizing the Resume
369
Outside the Lines Online Public Relations Job References
370
Organizing the Job Interview
371
Ensuring Public Relations Success
372
Outside the Lines Don't You Dare...
373
Outside the Lines The Old Man and the Chair
373
Last Word
374
Discussion Starters
375
Pick of the Literature Ready to Launch: The PR Couture Guide to Breaking into Fashion PR
375
From the Top Ultimate Word to the Wise (Student): An Interview with Bill Heyman
376
Public Relations Library
377
Appendix A PRSA Member Code of Ethics 2000379
Appendix B PRIA Code of Ethics389
End Notes391
Index399

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