Handbook of Public Relations

Robert L. Heath, professor emeritus of communication at the University of Houston, is an internationally recognized authority on public relations, crisis communication, issues management, risk communication, and business-to-business communication. He has published many award-winning books, including The SAGE Handbook of Public Relations (2010), Handbook of Risk and Crisis Communication (2009), Strategic Issues Management (2nd ed., 2009), Rhetorical and Critical Approaches to Public Relations II (2009), and Terrorism: Communication and Rhetorical Perspectives (2008).Heath has 3 decades′ experience in corporate communication and positioning research. He has conducted research on risks related to various hazards, including those associated with chemical manufacturing and community right-to-know—key themes in community relations. In addition, he has published more than 100 chapters and articles and serves on the editorial and reviewer panels of several premier academic journals. He has received many honors from public relations professionals and academic associations and has lectured nationally and internationally on a wide array of topics.

"This handbook provides a comprehensive examination and review of the theory, academic research, and professional practices of the public relations discipline. Ninety leading scholars and practitioners from around the world provide insights into the historical and changing role of public relations in building relationships with ‘organizations, markets, audiences, and publics’ . . . . The extensive bibliography includes more than 2000 references, some multidisciplinary, which serve to enhance understanding of public relations. The detailed index is user friendly. A must for academic collections serving scholars, practitioners and students, upper-level undergraduate and graduate"

• PART ONE: DEFINING THE DISCIPLINEIntroduction - Robert L HeathShifting Foundations: Public Relations as Relationship BuildingTwo-Way Symmetrical Public Relations: - James E GrunigPast, Present and FutureA Rhetorical Enactment Rationale for Public Relations - Robert L HeathThe Good Organization Communicating WellPublic Relations and Community - Kenneth Starck and Dean KruckebergA Reconstructed Theory RevisitedCultural Topoi - Greg Leichty and Ede WarnerImplications for Public RelationsUpdating Public Relations - David McKie`New Science′, Research Paradigms and Uneven DevelopmentsIn Search of a Metatheory for Public Relations - Roy LeeperAn Argument for CommunitarianismInterpersonal Communication and Public Relations - W Timothy CoombsPublic Relations Field Dynamics - Jeffrey W Springston and Joann KeytonBringing Publics into Public Relations - Shirley Leitch and David NeilsonNew Theoretical Frameworks for PracticeResearch Perspectives on `The Public′ - Gabriel M Vasquez and Maureen TaylorPublic Relations and Crisis Communication - Matthew W Seeger, Timothy L Sellnow and Robert R UlmerOrganizing and ChaosPublic Relations as Contested Terrain - George Cheney and Lars Thoger ChristensenA Critical ResponsePART TWO: DEFINING THE PRACTICEIntroduction - Robert L HeathThe Dynamics of Change in Public Relations PracticeDynamics of ChangeThe Mystery of Public Relations - Fritz Cropp and J David PincusUnraveling Its Past, Unmasking Its FutureDefining the Relationship between Public Relations and Marketing - James G HuttonPublic Relations′ Most Important ChallengeExtending Strategic Planning to Communication Tactics - Laurie J WilsonPublic Relations and the Question of Professionalism - Magda Pieczka and Jacquie L′EtangHow Feminist Theory Advanced the Practice of Public Relations - Elizabeth L TothPublic Relations Law - Michael G Parkinson, Daradirek Ekachai and Laurel Traynowicz HetheringtonIntegrating Planning and Evaluation - Tom WatsonEvaluating the Public Relations Practice and Public Relations ProgramsMedia Effects Research for Public Relations Practitioners - Beth OlsonStewardship - Kathleen S KellyThe Fifth Step in the Public Relations ProcessActivism - Michael F Smith and Denise P FergusonPublic Relations and Conflict Resolution - Kenneth D Plowman, William G Briggs and Yi-Hui HuangOrganizational LegitimacyPublic Relations and the Ecology of Organizational Change - James L EverettThe Centrality of Organizational Legitimacy to Public Relations Practice - Maribeth S MetzlerIssues Management - Cornelius B PrattThe Paradox of the 40-Year US Tobacco WarsUtilizing the Collapse Model of Corporate Image for Campaign Message Design - Mary Anne MoffittEducating PractitionersThe Workplace, Undergraduate Education and Career Preparation - Gayle M Pohl and Dee VandeventerThe Public Relations Academic and Practitioner ViewsAccreditation - Bonita Dostal NeffIs There Access to the Process for All Public Relations Academic Programs - If Desired?Case Studies and Their Use in Public Relations - John J Pauly and Liese L HutchisonPublic Relations EthicsPublic Relations and Social Responsibility - Emma L DaughertyPublic Relations Ethics - Kenneth D Day, Qingwen Dong and Clark RobinsAn Overview and Discussion of Issues for the 21st CenturyEthics in Public Relations - Patricia A Curtin and Lois A BoyntonTheory and PracticePublic Relations between Universality and Particularity - Tanni HaasTowards a Moral-Philosophical Conception of Public Relations EthicsThe Measurement of Ethics - Kathie A LeeperInstruments Applicable to Public RelationsPART THREE: IN SEARCH OF BEST PRACTICESIntroduction - Robert L HeathLearning Best Practices from Experience and ResearchBest Practices in Planning and OrganizationA New Order for Public Relations - H R HutchinsGoodbye Cost Center, Hello Profit CenterBest Practices in the Public Relations Agency Business - Catherine L HinrichsenStrategic Media Planning - Kirk HallahanToward an Integrated Public Relations Media ModelImproving Corporate and Organization Communications - Dean Kazoleas and Alan WrightA New Look at Developing and Implementing the Communication AuditBest Practices in Crisis CommunicationCrisis Communication - Kathleen Fearn-BanksA Review of Some Best PracticesAnticipatory Model of Crisis Management - Bolanle A Olaniran and David E WilliamsA Vigilant Response to Technological CrisesCorporate Apologia - Keith Michael HearitWhen an Organization Speaks in Defense of ItselfRace and Reputation - Gail F BakerRestoring Image beyond the CrisisBest Practices in Relationship BuildingRelationships Within Communities - Laurie J WilsonPublic Relations for the New CenturyManaging Community Relationships to Maximize Mutual Benefit - John A Ledingham and Stephen D BruningDoing Well by Doing GoodBest Practices in Educational Public RelationsEducational Public Relations - Julie Kay HendersonStrength in Diversity - Barbara J DeSanto and R Brooks GarnerThe Place of Public Relations in Higher Education InstitutionsSports Information Directing - Nicholas C NeupauerA Plea for Helping an Unknown FieldBest Practices in ContextPolitical Power through Public Relations - Lori Melton McKinnon, John C Tedesco and Tracy LauderLabor and Public Relations - Tricia Hansen-HornThe Unwritten RolesPublic Relations in the Health Care Industry - Laurel Traynowicz Hetherington, Daradirek Ekachai and Michael G ParkinsonPART FOUR: PUBLIC RELATIONS IN CYBERSPACEIntroduction - Robert L HeathThe Frontier of New Communication TechnologiesCyberspin - Edward J LordanThe Use of New Technologies in Public RelationsOnline Research Techniques for the Public Relations Practitioner - Susanne Elizabeth GaddisPublic Relations and New Media Technology - Jeffrey K SpringstonThe Impact of the InternetThe Development of a Structuration Analysis of New Publics in an Electronic Environment - Zoraida R Cozier and Diane F WitmerPART FIVE: GLOBALIZING PUBLIC RELATIONSIntroduction - Robert L HeathGlobalization: The Frontier of Multinationalism and DiversityInternational Public Relations - Maureen TaylorOpportunities and Challenges for the 21st CenturyEffective Public Relations in the Multinational Organization - Robert I WakefieldInternational Public Relations - Doug Newsom, Judy VanSlyke Turk and Dean KruckebergA Focus on PedagogyNew Zealand Perspectivess on Public Relations - Judy Motion and Shirley LeitchThe Development of Public Relations in China, Russia and the United States of America - Mark McElreath, Ni Chen, Lyudmila Azarova and Valeria ShadrovaThe Changing Shape of Public Relations in the European Union - David Miller and Philip SchlesingerMiddle East Public Relations - Rise Jane SamraA New Frontier in the United States