Public Relations : A Values-Driven Approach
by Guth, David W.; Marsh, CharlesEdition: 4th
Format: Paperback
Pub. Date: 2009-01-01
Publisher(s): Allyn & Bacon
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Summary
In a time when society is holding individuals and organizations to high standards of conduct,Public Relations: A Values-Driven Approachteaches students how to build ethical, productive relationships with strategic constituencies. Public relations careers; history of public relations; communication theory and public opinion; ethics and law; research and evaluation; public relations planning; public relations tactics; writing and presentation skills; communication technology; crisis communication; public relations and marketing; and cross-cultural communication. Introductory public relations
Author Biography
Charles Marsh is an associate professor at the William Allen White School of Journalism and Mass Communications at the University of Kansas.
Table of Contents
| Preface | |
| About the Authors | |
| Foundations of Public Relations | |
| What Is Public Relations? | |
| Public Relations: Everywhere You Look | |
| A Profession Gaining in Respect | |
| Why a Public Relations Career? | |
| The Public Relations Process | |
| The Role of Values in Public Relations | |
| Values-Driven Public Relations | |
| Memo from the Field: Judith T. Phair, Advantage Communication | |
| Jobs in Public Relations | |
| Where the Jobs Are | |
| Public Relations Activities and Duties | |
| Working Conditions and Salaries | |
| Whatrsquo;s Important in a Job? | |
| Memo from the Field: John Echeveste, Valencia Perez & Echeveste Public Relations | |
| A Brief History of Public Relations | |
| Why History Is Important to You | |
| Premodern Public Relations | |
| The Seedbed Years | |
| War and Propaganda | |
| The Postwar Boom | |
| The Downsizing of the United States | |
| The New Millennium | |
| Memo from the Field: Edward M. Block | |
| The Publics in Public Relations | |
| What Is a Public? | |
| The Publics in Public Relations | |
| What Do We Need to Know about Each Public? | |
| The Traditional Publics in Public Relations | |
| Memo from the Field: David A. Narsavage, The Aker Partners, Inc | |
| Communication Theory and Public Opinion | |
| The Power of Public Opinion | |
| A Communication Model | |
| Mass Communication Theories | |
| Motivation | |
| Persuasion and Public Opinion | |
| Memo from the Field: Jane Hazel, Health Canada | |
| Ethics and Social Responsibility in Public Relations | |
| What Are Ethics? | |
| Objectivity versus Advocacy: A Misleading Ethics Debate | |
| Challenges to Ethical Behavior | |
| The Rewards of Ethical Behavior | |
| Trust and Corporate Social Responsibility | |
| Beyond CSR: Strengthening Ethical Behavior | |
| Memo from the Field: Carol Cone, Cone, Inc | |
| The Public Relations Process | |
| Research and Evaluation | |
| For Love or Money? | |
| The Value of Research and Evaluation | |
| Developing a Research Strategy: What Do I Want to Know? | |
| Developing a Research Strategy: How Will I Gather Information? | |
| Survey Research | |
| Analyzing Survey Results | |
| Memo from the Field: Dr. David B. Rockland, Ketchum | |
| Planning: The Strategies of Public Relati | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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