THINK Public Relations

Paperback | July 29, 2012

byDennis L. Wilcox, Glen T. Cameron, Bryan H. Reber

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THINK Currency.  THINK Relevancy.  THINK Public Relations.

 

The engaging visual design of THINK Public Relations provides an introduction to the field of public relations that successfully blends theory and practice in an easy-to-read format.  Students are introduced to exciting and innovative public relations campaign examples in the contract of relevant theory and core concepts that they will need to succeed in the world of public relations. The authors offer a practical approach to the study of public relations and emphasize competition and conflict management, while providing a concise, comprehensive overview of the profession.

 

A better teaching and learning experience

This program will provide a better teaching and learning experience—for you and your students.  Here’s how:

  • Improve Critical Thinking—Questions and cases throughout the text encourage students to think critically about public relations topics.
  • Engage Students—An appealing visual design and real-world applications engage students in the material.
  • Apply Ethics— Feature boxes introduce readers to the important ethical and legal issues facing public relations practitioners today.
  •  

Pricing and Purchase Info

$105.50 online
$107.60 list price
Out of stock online

From the Publisher

-- THINK Currency.  THINK Relevancy.  THINK Public Relations.   The engaging visual design of THINK Public Relations provides an introduction to the field of public relations that successfully blends theory and practice in an easy-to-read format.  Students are introduced to exciting and innovative public relations campaig...

Dennis L. Wilcox, Ph.D., is professor emeritus of public relations and past director of the School of Journalism and Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America (PRSA), former chair of the PRSA Educator’s Academy, and past chair o...
Format:PaperbackDimensions:416 pages, 10.8 × 8.3 × 0.2 inPublished:July 29, 2012Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0205857256

ISBN - 13:9780205857258

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Extra Content

Table of Contents

In this Section:

1) Brief Table of Contents

2) Full Table of Contents

 

1) Brief Table of Contents

 

Chapter 1: What is Public Relations?   
Chapter 2: Careers in Public Relations
Chapter 3: The Growth of a Profession 
Chapter 4:
Today's Practice: Departments and Firms  
Chapter 5: Research and Campaign Planning
Chapter 6: Communication and Measurement  
Chapter 7: Public Opinion and Persuasion 
Chapter 8:
Managing Competition and Conflict  
Chapter 9:
Ethics and the Law    
Chapter 10:
Reaching Diverse Audiences
Chapter 11: The Mass Media
Chapter 12: The Internet and Social Media  
Chapter 13:
Events and Promotions
Chapter 14: Global Public Relations
Chapter 15: Corporate Public Relations  
Chapter 16: Entertainment, Sports, and Tourism
Chapter 17: Government and Politics
Chapter 18: Nonprofit, Health, and Education 

 


 2) Full Table of Contents

 

Chapter 1: What is Public Relations?   
Challenge of Public Relations  
Global Scope  
A Variety of Definitions  
PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of “Junk” Food  
Public Relations as a Process
The Components of Public Relations  
Social Media in Action: Beware of Bamboozling Blogger
How Public Relations Differs from Journalism 
How Public Relations Differs from Advertising
How Public Relations Differs from Marketing 
Toward an Integrated Perspective: Strategic Communication 
Summary
Questions for Review and Discussion
Tactics

 

Chapter 2: Careers in Public Relations
A Changing Focus in Public Relations 
Personal Qualifications and Attitudes 
PR Casebook: My Summer as a New York Fashion Intern
Organizational Roles 
Social Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers
The Value of Internships  
Salaries in Public Relations  
The Value of Public Relations  
Summary 
Questions for Review and Discussion 

 

Chapter 3: The Growth of a Profession 
A Brief History of Public Relations 
PR Casebook: Lee advises Rockefeller and the Coal Industry
Trends in Today’s Practice of Public Relations 
Social Media in Action: Diversity Shows Up in Social Media Use
A Growing Professional Practice 
Professionalism, Licensing, and Accreditation 
Summary 
Questions for Review and Discussion 
Tactics

 

Chapter 4: Today's Practice: Departments and Firms  
Public Relations Departments 
The Trend Toward Outsourcing  
Public Relations Firms  
Social Media in Action Firms Tweet to Self-Promote
PR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championship
Summary  
Questions for Review and Discussion  

 

Chapter 5: Research and Campaign Planning
The Four Essential Steps of Effective Public Relations
Research:  The First Step 
Social Media in Action:  Measuring Social Media
Research Methods
Planning: The Second Step 
PR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer Research
Summary 
Questions for Review and Discussion 
Tactics

 

Chapter 6: Communication and Measurement  
Communication: The Third Step 
Social Media in Action: Facebook Friends = Brain Power?
Measurement: The Fourth Step  
Measurement of Message Exposure  
Measurement of Audience Awareness, Attitudes and Action  
PR Casebook: “Don’t be That Guy” Campaign Fights Binge Drinking
Summary  
Questions for Review and Discussion
  
Chapter 7: Public Opinion and Persuasion 
What Is Public Opinion?
Opinion Leaders as Catalysts  
The Role of Mass Media 
The Role of Conflict  
PR Casebook: Handguns in America
Persuasion in Public Opinion  
Social Media in Action: Persuading Citizens to Join the U.S. Army
Factors in Persuasive Communication  
The Limits of Persuasion  
Summary  
Questions for Review and Discussion  
Tactics

 

Chapter 8: Managing Competition and Conflict  
A New Way of Thinking: Conflict and Competition  
The Role of Public Relations in Managing Conflict 
It Depends: Factors That Affect Conflict Management
PR Casebook: Free Silva
The Conflict Management Life Cycle  
Managing the Life Cycle of a Conflict 
Social Media in Action: Social Media and the BP Oil Spill Crisis
Summary 
Questions for Review and Discussion 

 

Chapter 9: Ethics and the Law    
What Is Ethics?
Professional Guidelines 
Dealing with the News Media 
Public Relations and the Law 
PR Casebook: Facebook Campaign Raises an Ethical Ruckus
Employee Communications 
Social Media in Action: Challenges Arise in Social Media Regulation
Copyright Law
Fair Use Versus Infringement
Trademark Law 
Regulations by Government Agencies 
Liability for Sponsored Events 
Working with Lawyers  
Summary 
Questions for Review and Discussion
Tactics

 

Chapter 10: Reaching Diverse Audiences
The Nature of the Public Relations Audience  
Age Group Audiences 
PR Casebook: Reaching Emerging Youth and Male Audiences
Gender/Lifestyle Audiences  
Social Media in Action: A Comfortable Discussion or Too Much Information?
Ethnically Diverse Audiences  
Global Audiences  
Matching the Audience with the Media  
Summary  
Questions for Review and Discussion  

 

Chapter 11: The Mass Media
News Releases
Media Advisories, Fact Sheets, Media Kits, and Pitch Letters
PR Casebook: Saving the Arctic with Iconic Brand Mascots
Interviews with Journalists and News Conferences  
The Media Party and the Media Tour  
The Reach of Radio and Television 
Social Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSA
Summary  
Questions for Review and Discussion 

 

Chapter 12: The Internet and Social Media  
The Internet
Leveraging the Power of the Internet
Webcasts, Podcasts, and Wikis
Social Media
PR Casebook: American Airlines Soars and Penn State Crashes
The Rising Tide of Mobile-Enabled Content
Social Media in Action: On Campus and In the Kitchen   
Summary 
Questions for Review and Discussion 
Tactics

 

Chapter 13: Events and Promotions
A World Filled with Meetings and Events  
Group Meetings    
Banquets  
PR Casebook: Cars and Comedy Benefit Boys and Girls Clubs
Receptions and Cocktail Parties  
Open Houses and Plant Tours 
Conventions  
Trade Shows  
Social Media in Action: Are You A Mayor?
Promotional Events
Summary  
Questions for Review and Discussion  

 

Chapter 14: Global Public Relations
What Is Global Public Relations?  
Public Relations Development in Other Nations 
International Corporate Public Relations  
Social Media in Action: Making the Most of Social Networks Around the World
Representing U.S. Corporations in Other Nations  
PR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for Coke
Public Diplomacy  
The Rise of NGOs 
Opportunities in International Work  
Summary  
Questions for Review and Discussion
Tactics

 

Chapter 15: Corporate Public Relations  
Managing Corporate Reputations  
Media Relations  
Customer Relations  
Social Media in Action: LinkedIn as a Public Relations Tactic?
Employee Relations  
Investor Relations  
Marketing Communications  
PR Casebook: Macy’s Strives to Activate Millennials
Environmental Relations
Corporate Philanthropy  
Summary  
Questions for Review and Discussion  

 

Chapter 16: Entertainment, Sports, and Tourism
Public Relations in Entertainment, Sports, and Tourism
Promoting a Personality
Social Media in Action: Celebrities Thrive or Crash in 140 Characters
Promoting an Entertainment Event
Sports Publicity
PR Casebook: Racing Sausages Win Fans’ Hearts
Travel Promotion
Summary
Questions for Review and Discussion
Tactics

 

Chapter 17: Government and Politics
Government Public Relations
Public Information and Public Affairs
The Federal Government
State Governments
Local Governments
Government Relations by Corporations
PR Casebook: A Short History of Government Efforts to Promote Nutrition
Lobbying
Election Campaigns
Social Media in Action: Seeing the Light: Social Media in Politics
Summary
Questions for Review and Discussion

 

Chapter 18: Nonprofit, Health, and Education  
The Role of Public Relations in Nonprofit, Health, and Education Organizations  
Fund-Raising  
Membership Organizations  
Advocacy Groups  
PR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackey’s Position on Healthcare  
Social Service Organizations  
Health Organizations  
Educational Organizations  
Summary  
Questions for Review and Discussion 
Tactics