THINK Public Relations

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 of the public ­relations division of Association for Education in Journalism and Mass Communication (AEJMC). Dr. Wilcox has written six books, including being the lead author of Public Relations Strategies and Tactics and Public Relations Writing and Media Techniques. His honors include PRSA’s “Outstanding Educator,” the Xifra-Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest.  Glen T. Cameron, Ph.D., is Gregory Chair in Journalism ­Research and founder of the Health Communication ­Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, award-­winning conference ­papers, and books on public relations topics. A popular lecturer internationally, Dr. Cameron has received the Baskett-Mosse and Pathfinder awards for ­career achievement. The University of ­Missouri honored him in 2006 with the 21st Century Corps of Discovery Lectureship, which is given once each year by a globally recognized campus scholar. Dr. Cameron’s ongoing public ­relations ­experience includes his management of more than $42 million in external funding of health public relations projects from sources such as the ­National Institutes of Health, the National Cancer Institute, Missouri Foundation for Health, the U.S. ­Department of Agriculture, the Centers for Disease Control and Prevention, the U.S Department of Defense, and Monsanto.  Bryan H. Reber, Ph.D., is associate professor of public ­relations at the University of Georgia, Grady College of Journalism and Mass Communication. Dr. Reber teaches courses that offer an introduction to public relations, management, writing, and campaigns. On the graduate level, he teaches classes in topics including management, persuasion, campaign research, and public opinion. His research focuses on public relations theory, practice, pedagogy, and health communication and has been published in the Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Health Communication, Public Relations Review, and Journal of Broadcasting and Electronic Media. Dr. Reber regularly presents his research at national and international academic conferences.  Jae-Hwa Shin, Ph.D., Mph., is associate professor in the School of Mass Communication and Journalism at the University of Southern Mississippi. Dr. Shin is widely recognised as a prolific researcher in the field of public relations and has ­actively participated in the emerging development of public relations theory. She co-authored Public Relations ­Today: Managing Conflict and Competition, a text that incorporates her research, teaching, and professional experience. In addition, she has published her research in peer-reviewed journals such as Public ­Relations Review, Journalism & Mass Communication Quarterly, Science Communication Journal, and Journal of Communication in Health Care. Dr. Shin is an active presenter at national and ­international conferences such as those sponsored by the ­International Communication Association, National Communication Association, and Association for Education in Journalism and Mass Communication.

• In this Section: Brief Table of ContentsFull Table of Contents1) Brief Table of Contents Chapter 1: What is Public Relations?Chapter 2: Careers in Public RelationsChapter 3: The Growth of a ProfessionChapter 4: Today's Practice: Departments and FirmsChapter 5: Research and Campaign PlanningChapter 6: Communication and MeasurementChapter 7: Public Opinion and Persuasion Chapter 8: Managing Competition and Conflict Chapter 9: Ethics and the Law Chapter 10: Reaching Diverse AudiencesChapter 11: The Mass MediaChapter 12: The Internet and Social Media Chapter 13: Events and PromotionsChapter 14: Global Public RelationsChapter 15: Corporate Public RelationsChapter 16: Entertainment, Sports, and TourismChapter 17: Government and PoliticsChapter 18: Nonprofit, Health, and Education2) Full Table of Contents Chapter 1: What is Public Relations? Challenge of Public RelationsGlobal ScopeA Variety of DefinitionsPR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of “Junk” FoodPublic Relations as a ProcessThe Components of Public RelationsSocial Media in Action: Beware of Bamboozling BloggerHow Public Relations Differs from JournalismHow Public Relations Differs from AdvertisingHow Public Relations Differs from MarketingToward an Integrated Perspective: Strategic CommunicationSummaryQuestions for Review and DiscussionTacticsChapter 2: Careers in Public Relations A Changing Focus in Public RelationsPersonal Qualifications and AttitudesPR Casebook: My Summer as a New York Fashion InternOrganizational RolesSocial Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar NumbersThe Value of InternshipsSalaries in Public RelationsThe Value of Public RelationsSummaryQuestions for Review and DiscussionChapter 3: The Growth of a Profession A Brief History of Public RelationsPR Casebook: Lee advises Rockefeller and the Coal IndustryTrends in Today's Practice of Public RelationsSocial Media in Action: Diversity Shows Up in Social Media UseA Growing Professional PracticeProfessionalism, Licensing, and AccreditationSummaryQuestions for Review and DiscussionTacticsChapter 4: Today's Practice: Departments and Firms Public Relations DepartmentsThe Trend Toward OutsourcingPublic Relations FirmsSocial Media in Action Firms Tweet to Self-PromotePR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championshipSummaryQuestions for Review and DiscussionChapter 5: Research and Campaign Planning The Four Essential Steps of Effective Public RelationsResearch: The First StepSocial Media in Action: Measuring Social MediaResearch MethodsPlanning: The Second StepPR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer ResearchSummaryQuestions for Review and DiscussionTacticsChapter 6: Communication and Measurement Communication: The Third StepSocial Media in Action: Facebook Friends = Brain Power?Measurement: The Fourth StepMeasurement of Message ExposureMeasurement of Audience Awareness, Attitudes and ActionPR Casebook: “Don’t be That Guy” Campaign Fights Binge DrinkingSummaryQuestions for Review and DiscussionChapter 7: Public Opinion and Persuasion What Is Public Opinion?Opinion Leaders as CatalystsThe Role of Mass MediaThe Role of ConflictPR Casebook: Handguns in AmericaPersuasion in Public OpinionSocial Media in Action: Persuading Citizens to Join the U.S. ArmyFactors in Persuasive CommunicationThe Limits of PersuasionSummaryQuestions for Review and DiscussionTacticsChapter 8: Managing Competition and Conflict A New Way of Thinking: Conflict and CompetitionThe Role of Public Relations in Managing ConflictIt Depends: Factors That Affect Conflict ManagementPR Casebook: Free SilvaThe Conflict Management Life CycleManaging the Life Cycle of a ConflictSocial Media in Action: Social Media and the BP Oil Spill CrisisSummaryQuestions for Review and DiscussionChapter 9: Ethics and the Law What Is Ethics?Professional GuidelinesDealing with the News MediaPublic Relations and the LawPR Casebook: Facebook Campaign Raises an Ethical RuckusEmployee CommunicationsSocial Media in Action: Challenges Arise in Social Media RegulationCopyright LawFair Use Versus InfringementTrademark LawRegulations by Government AgenciesLiability for Sponsored EventsWorking with LawyersSummaryQuestions for Review and DiscussionTacticsChapter 10: Reaching Diverse Audiences The Nature of the Public Relations AudienceAge Group AudiencesPR Casebook: Reaching Emerging Youth and Male AudiencesGender/Lifestyle AudiencesSocial Media in Action: A Comfortable Discussion or Too Much Information?Ethnically Diverse AudiencesGlobal AudiencesMatching the Audience with the MediaSummaryQuestions for Review and DiscussionChapter 11: The Mass Media News ReleasesMedia Advisories, Fact Sheets, Media Kits, and Pitch LettersPR Casebook: Saving the Arctic with Iconic Brand MascotsInterviews with Journalists and News ConferencesThe Media Party and the Media TourThe Reach of Radio and TelevisionSocial Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSASummaryQuestions for Review and DiscussionChapter 12: The Internet and Social Media The InternetLeveraging the Power of the InternetWebcasts, Podcasts, and WikisSocial MediaPR Casebook: American Airlines Soars and Penn State CrashesThe Rising Tide of Mobile-Enabled ContentSocial Media in Action: On Campus and In the KitchenSummaryQuestions for Review and DiscussionTacticsChapter 13: Events and Promotions A World Filled with Meetings and EventsGroup MeetingsBanquetsPR Casebook: Cars and Comedy Benefit Boys and Girls ClubsReceptions and Cocktail PartiesOpen Houses and Plant ToursConventionsTrade ShowsSocial Media in Action: Are You A Mayor?Promotional EventsSummaryQuestions for Review and DiscussionChapter 14: Global Public Relations What Is Global Public Relations?Public Relations Development in Other NationsInternational Corporate Public RelationsSocial Media in Action: Making the Most of Social Networks Around the WorldRepresenting U.S. Corporations in Other NationsPR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for CokePublic DiplomacyThe Rise of NGOsOpportunities in International WorkSummaryQuestions for Review and DiscussionTacticsChapter 15: Corporate Public Relations Managing Corporate ReputationsMedia RelationsCustomer RelationsSocial Media in Action: LinkedIn as a Public Relations Tactic?Employee RelationsInvestor RelationsMarketing CommunicationsPR Casebook: Macy's Strives to Activate MillennialsEnvironmental RelationsCorporate PhilanthropySummaryQuestions for Review and DiscussionChapter 16: Entertainment, Sports, and Tourism Public Relations in Entertainment, Sports, and TourismPromoting a PersonalitySocial Media in Action: Celebrities Thrive or Crash in 140 CharactersPromoting an Entertainment EventSports PublicityPR Casebook: Racing Sausages Win Fans’ HeartsTravel PromotionSummaryQuestions for Review and DiscussionTacticsChapter 17: Government and Politics Government Public RelationsPublic Information and Public AffairsThe Federal GovernmentState GovernmentsLocal GovernmentsGovernment Relations by CorporationsPR Casebook: A Short History of Government Efforts to Promote NutritionLobbyingElection CampaignsSocial Media in Action: Seeing the Light: Social Media in PoliticsSummaryQuestions for Review and DiscussionChapter 18: Nonprofit, Health, and Education The Role of Public Relations in Nonprofit, Health, and Education OrganizationsFund-RaisingMembership OrganizationsAdvocacy GroupsPR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackey's Position on HealthcareSocial Service OrganizationsHealth OrganizationsEducational OrganizationsSummaryQuestions for Review and DiscussionTactics