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Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication 2nd ed. [Minkštas viršelis]

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(George Washington University, Washington D.C., USA), (University of Illinois at Chicago)
  • Formatas: Paperback / softback, 448 pages, aukštis x plotis x storis: 254x203x18 mm, weight: 794 g, Illustrations
  • Išleidimo metai: 23-Oct-2020
  • Leidėjas: Sage Publications, Inc
  • ISBN-10: 1544392001
  • ISBN-13: 9781544392004
Kitos knygos pagal šią temą:
Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication 2nd ed.Didesnis paveikslėlis
  • Formatas: Paperback / softback, 448 pages, aukštis x plotis x storis: 254x203x18 mm, weight: 794 g, Illustrations
  • Išleidimo metai: 23-Oct-2020
  • Leidėjas: Sage Publications, Inc
  • ISBN-10: 1544392001
  • ISBN-13: 9781544392004
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781544392004.html
Raktažodžiai:
Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication presents a comprehensive introduction to the field of public relations (PR) with a focus on new media and social responsibility. Recognizing that the shifts in technology, business, and culture require a fresh approach, authors Janis Teruggi Page and Lawrence J. Parnell show students how today's PR professionals create persuasive messages with modern technologies while working in line with the industry's foundations. The authors balance this approach with a focus on understanding communication theory, history, process, and practice, and how all these concepts can be applied to strategic PR planning. The Second Edition features new and refreshed content throughout, including cases, chapter-opening scenarios, and profiles of both young and senior practitioners with tips and career guidance for student success.
Preface xvii
Acknowlegments xxi
About the Authors xxiii
Chapter 1 Strategic Public Relations; A Constantly Evolving Discipline
2(24)
Scenario: Orlando's Big Thank You: An Integrated Communications Campaign to Revive Tourism
3(1)
The Image of Public Relations in Popular Culture
4(1)
Defining Public Relations: What's in a Name?
5(3)
A Crowdsourced Definition From the Public Relations Society of America
5(1)
Public Relations Scholars Weigh In
6(1)
Insights: What Is "Public Relations"?
6(1)
Public Relations Versus Advertising: Understanding the Difference
7(1)
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
8(1)
Evolution of Corporate Philanthropy Into Corporate Social Responsibility
8(1)
Growth of Public Relations Into a Global Industry
9(2)
Social Media and Digital Communications Key to Growth
9(1)
Global Public Relations Spending Trends
9(1)
Emerging and Developing Nations
10(1)
Roles and Functions for Public Relations Pros
11(4)
Roles
11(1)
Writer
11(1)
Strategic Advisor
11(1)
Marketing Communications Expert
11(1)
Crisis Manager
12(1)
The Public Relations Tool Kit
12(1)
Media Relations
12(1)
Employee Communications
13(1)
Research and Strategic Planning
14(1)
Social Media
14(1)
Career Paths for Public Relations Professionals: Which Way Is Right for You?
15(5)
Agency
16(1)
Pr Profile: How I Started and Built My Career
16(2)
Corporate
18(1)
Government
19(1)
Nonprofit and/or Association Public Relations
20(1)
Scenario Outcome
20(2)
Wrap Up
22(1)
Key Terms
22(1)
Think About It
22(1)
Write Like a Pro
22(1)
Case Study
23(3)
Chapter 2 The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Introducing Other Pioneers
26(24)
Scenario: Belle Moskowitz: Pioneer and Innovator in Advocacy and Issues Management
27(1)
A History of Public Relations in the Modern Era
28(7)
Public Relations and Press Agentry: The Era of the 1800s
29(1)
Railroads Drive Public Relations' Development
30(1)
Pioneers of Modern Public Relations
31(1)
Ivy Lee
31(1)
Edward L. Bernays
32(1)
Arthur W. Page
33(1)
Pr Profile: Ofield Dukes
34(1)
Other Innovators of Modern Public Relations
35(1)
Growth of the Public Relations Agency Sector
36(5)
Harold Burson
36(1)
Daniel J. Edelman
37(1)
John W. Hill
38(1)
Insights: African American and Women Pioneers in the Agency Field
38(1)
Public Relations Comes of Age
39(1)
Social Responsibility in Action: PR News Award for Best Corporate Social Responsibility Annual Report---Viacom
40(1)
Public Relations' Focus Differs by Organization
40(1)
The Future of Public Relations
41(3)
Growth and Impact of Digital Media
42(1)
Increased Emphasis on Measurement and Return on Investment (ROD
42(1)
Integration of Public Relations and Marketing
42(1)
Intersection of Public Relations and Corporate Social Responsibility
43(1)
Improve Diversity and Inclusion
43(1)
Globalization
44(1)
Scenario Outcome
44(1)
Wrap Up
45(1)
Key Terms
45(1)
Think About It
45(1)
Write Like a Pro
46(1)
Case Study
46(4)
Chapter 3 Ethics and Law in Public Relations
50(24)
Scenario: Good Works Upended by U.S. Border Policy
51(2)
Ethics in Public Relations
53(5)
Public Relations Mix-Ups and Ethical Deficits
53(1)
Contemporary Public Relations Serves the Public Good
54(1)
What Ethical Guidelines Should Be Used in Public Relations?
55(1)
How to Apply Utilitarianism
55(1)
How to Apply Absolutism
56(1)
How to Apply Virtue Ethics
56(1)
Insights: A Personal Framework for Ethical Reasoning in Public Relations
57(1)
Stay Informed, Be Vigilant, Develop Professional and Personal Ethics
58(5)
Professional Ethics
58(2)
Personal Ethics
60(1)
Social Responsibility Ethics
60(1)
Visual Communication Ethics
60(1)
Pr Profile: Does Public Relations Mean Deception?
61(2)
How Does Law Affect Public Relations?
63(6)
Free Speech
63(1)
Defamation
64(1)
Insights: The Ethical Implications of Citizens United v. Federal Election Commission
64(1)
Disclosure
65(1)
Social Responsibility in Action: Nike and Sweatshop Labor
66(1)
Copyright and Fair Use
67(1)
Privacy
68(1)
Working for the Law: Litigation Public Relations
69(1)
Scenario Outcome
69(1)
Wrap Up
70(1)
Key Terms
70(1)
Think About It
70(1)
Write Like a Pro
71(1)
Social Responsibility Case Study
71(3)
Chapter 4 Foundations of Public Relations: Research and Theory
74(26)
Scenario: Farm Town Strong: Overcoming the Rural Opioid Epidemic
75(1)
How to Begin
76(2)
Research: First Step in the Public Relations Process
76(1)
Organizational Background
77(1)
Communications Analysis
77(1)
Issue Analysis
77(1)
Target Publics and Public Opinion
77(1)
SWOT Analysis
78(1)
Primary Research Methods
78(6)
Insights: Research Ethics Do's and Don'ts
79(1)
Quantitative Methods
79(1)
Survey
80(1)
Insights: Survey Reveals Expectations of CSR Communication
80(1)
Content Analysis
81(1)
Digital Analytics
81(1)
Qualitative Methods
81(1)
Depth Interview
82(1)
Pr Profile: Ask, Answer, Recommend: Using Research to Understand Business Goals and Develop Innovative Public Relations Strategies
82(1)
Focus Group
83(1)
Participant Observation
83(1)
The Big Ideas Behind Public Relations Strategies
84(10)
The How and Why of Theory
84(1)
Applying Theory in Public Relations
85(1)
Media and Mass Communication
86(1)
Agenda-Setting Theory
86(1)
Framing Theory
86(1)
Social Responsibility in Action: "Color, Way of Love" Beautifies, Repairs, and Improves Schools Across China
87(1)
Two-Step Flow
88(1)
Spiral of Silence
88(1)
Diffusion of Innovations
89(1)
Uses and Gratifications Theory
89(1)
Persuasion
90(1)
Elaboration Likelihood Model
90(1)
Principles of Influence
91(1)
Inoculation Theory
92(1)
Management Models
93(1)
Excellence Theory
93(1)
Image Restoration Theory
94(1)
Scenario Outcome
94(1)
Primary Research
94(1)
Planning
95(1)
Wrap Up
95(1)
Key Terms
95(1)
Think About It
96(1)
Write Like a Pro
96(1)
Social Responsibility Case Study
96(4)
Chapter 5 Strategic Communication Planning
100(22)
Scenario: Creating Awareness of Skin Cancer Among African Americans
101(1)
Foundations of Strategic Planning in Strategic Public Relations
102(4)
Situation Analysis
102(1)
Example
102(2)
RPIE
104(1)
Research
105(1)
Planning
105(1)
Implementation
106(1)
Evaluation
106(1)
Objectives
106(5)
Informational Objectives
107(1)
Example
107(1)
Motivational Objectives
108(1)
Example
108(1)
Reputational Objectives
109(1)
Example
109(1)
Pr Profile: How Public Relations Planning Drives Social Change
109(2)
Programming
111(3)
Target Audience
111(1)
Strategy
111(1)
Key Messages
112(1)
Example
112(1)
Insights: Social Responsibility Planning: A Competitive Advantage?
112(1)
Tactics
113(1)
Timetable and Budget
114(1)
Evaluation, Research, and Measurement
114(2)
Evaluation
114(1)
Ongoing Research
114(1)
Social Responsibility in Action: Moving From Charity to Strategic Philanthropy-SAP Leads the Way
115(1)
Stewardship to Maintain Momentum
116(1)
Scenario Outcome
116(1)
Wrap Up
117(1)
Key Terms
118(1)
Think About It
118(1)
Write Like a Pro
118(1)
Case Study
118(4)
Chapter 6 Public Relations Writing: Persuasive and Audience Focused
122(26)
Scenario: What Do Taylor Swift, Ben Harper, and Beatie Wolfe Have in Common?
123(1)
For a Public Relations Career, You Had Better Become a Good Writer
124(2)
Understanding Communication
125(1)
Schramm's Model of Mass Communication
125(1)
Public Relations Writing Strategy and Style
126(3)
Always Approach Writing Strategically
126(1)
Recipe for Success
127(1)
Insights: AP Style "Cheat Sheet"
127(2)
The Curse of Knowledge
129(1)
Beyond Strategy: Form
129(1)
Generating Content: Public Relations Writing Essentials
129(13)
That First Job
130(1)
Social Responsibility in Action: Nespresso In South Sudan
131(1)
The News Release
131(1)
Inverted Pyramid
132(1)
The Format, Step by Step
133(1)
It's Digital! And That's Good
133(1)
Multimedia News Releases
133(1)
Writing for Social Media
133(2)
Fact Sheet
135(1)
Backgrounder
135(1)
The One-on-One Pitch
135(2)
News Features and Op-Eds
137(1)
Features
137(1)
Op-Eds
138(1)
Media Kit
139(1)
Speechwriting
139(1)
Pr Profile: I Love What Public Relations Is All About
140(1)
Writing for Organizational Media and Digital Environments
141(1)
Innovative Storytelling in CSR Reports
141(1)
Scenario Outcome
142(1)
Wrap Up
143(1)
Key Terms
143(1)
Think About It
144(1)
Write Like a Pro
144(1)
Social Responsibility Case Study
144(4)
Chapter 7 Media Relations in a Digital World
148(24)
Scenario: Building Awareness for Aflac's CSR and Philanthropy
149(1)
The State of the News Media Today
150(9)
Research on the Media
150(2)
Current Practice of Media Relations
152(1)
Monitor the Media for Best Results
153(2)
Social Responsibility in Action: Hyundai Motors Introduces Drivers to the Future
155(1)
Pr Profile: Media Relations---It's All About Building Relationships
156(1)
Media Relations in Political Communications
156(1)
Media Relations in Crisis Situations
157(1)
Bloggers
158(1)
Trade and Professional Media
158(1)
Communications Theory and Media Relations
159(1)
Gatekeeping
159(1)
Agenda Setting
159(1)
Framing
160(1)
Measuring News Coverage
160(4)
Advertising Value Equivalence
161(1)
Impressions---Better, but Not Good Enough
162(1)
Guidelines for Measuring Media Coverage Impact
163(1)
Positive, Negative, and Neutral Analysis and Key Message Visibility
163(1)
Message Testing
164(1)
Global Media Relations Trends and Tactics
164(2)
Insights: Effective Global Public Relations Requires Specific Knowledge and Strategy
164(1)
Excellence Theory and Global Applications
165(1)
Ethical Standards in Global Media Relations
165(1)
Scenario Outcome
166(2)
Execution
166(1)
Results
167(1)
CES Show-Launch
167(1)
Executive Visibility-CSR-Related
167(1)
Wrap Up
168(1)
Key Terms
168(1)
Think About It
168(1)
Write Like a Pro
169(1)
Social Responsibility Case Study
169(3)
Chapter 8 Social Media and Emerging Technologies
172(26)
Scenario: Owning a VW Is Like Being in Love
173(1)
Social Media
174(3)
Historical Context
174(1)
Social and Emerging Media Use
175(2)
The Value and Strategies of Social Media
177(8)
Social Network Theory
177(1)
PR Embraces Digital and Social Media
178(1)
Driver of Public Relations Growth
178(2)
Media Relations
180(1)
Social Influencers
180(1)
Crisis Situations and Risk Management
181(1)
Insights: Vaccines: Social Media and Misinformation
182(1)
Using Social Media to Build Credibility
183(1)
Corporate Social Responsibility
183(1)
Pr Profile: Why a Communications Campaign Is Only as Good as Its Social Media Strategy
184(1)
A Showcase of Digital and Social Media PR Practices
185(7)
Industry News Sources
185(1)
Facebook
185(1)
Instagram
186(1)
How Can a Small Brand Use Social Media to Grow?
186(1)
Twitter
187(1)
TikTok
188(1)
Apps
188(1)
LinkedIn
188(1)
Social Responsibility in Action: #RepresentLove
189(1)
YouTube and Second Screens
190(1)
Podcasts
191(1)
Augmented Reality
191(1)
Interactive Microsites
191(1)
Evaluating Social Media and Looking to the Future
192(1)
Scenario Outcome
193(1)
Wrap Up
194(1)
Key Terms
194(1)
Think About It
194(1)
Write Like a Pro
195(1)
Case Study
195(3)
Chapter 9 Corporate Social Responsibility and Community Relations
198(26)
Scenario: How Do Smaller U.S. Businesses Practice and Communicate Their Corporate Social Responsibility?
199(1)
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
200(6)
Origins and Driving Forces of Corporate Social Responsibility
201(1)
1900s to 1950s
201(1)
1960s and 1970s
201(1)
1980s and 1990s
202(1)
21st Century
202(1)
Social Responsibility Is Foundational in Public Relations Today
202(1)
Ever-Changing Demands of Stakeholders
202(1)
Who Is a Stakeholder?
203(1)
Prioritizing Stakeholders
203(1)
Strategic Benefits of Social Responsibility
204(1)
Six Practice Areas of Corporate Social Responsibility
205(1)
Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation
206(4)
Insights: The New Heroes: Social Entrepreneurs
206(1)
Key Building Blocks of Corporate Social Responsibility
207(1)
More Corporate Social Responsibility Building Blocks
208(1)
Positive Impact on Reputation
208(1)
Lesson From the Leader: Take a Stand
209(1)
Corporate Social Responsibility Communication Is Essential
209(1)
CEOs Take Stances on Social Issues
209(1)
Communicating Corporate Social Responsibility: Opportunities and Challenges
210(4)
Pr Profile: The Art of Being More in a World of Change
211(1)
Communicating CSR
211(1)
Best Practices in Corporate Social Responsibility Communications
212(1)
A Good Starting Point
212(1)
How to Talk "Corporate Social Responsibility"
212(1)
The Beauty of Creative Annual Reports
213(1)
Community Relations and Corporate Social Responsibility
214(5)
Earning Trust
214(1)
An Intimate Look at Community Relations
214(1)
Businesses Earn Trust as Good Citizens
215(1)
Public Relations With Diverse Communities
215(1)
Latinos in the United States: One in Four by 2045
215(1)
Asian American Community: Breaking the Silence
216(1)
African Americans: Talking About Sickle Cell
216(1)
Social Responsibility in Action: Ending the Need for "The Talk"
217(1)
Profiles of Community Corporate Social Responsibility Successes and Challenges
218(1)
Target
218(1)
H&M
218(1)
Scenario Outcome
219(1)
Wrap Up
220(1)
Key Terms
220(1)
Think About It
220(1)
Write Like a Pro
220(1)
Social Responsibility Case Study
221(3)
Chapter 10 Employee Relations, Corporate Culture, and Social Responsibility
224(22)
Scenario: How Can You Inspire 100,000 Employees to Talk About Your Brand?
225(1)
Employee Relations and Healthy Organizations
226(2)
Internal Communication
227(1)
Corporate Culture
227(1)
Leadership
228(1)
Public Relations and Employee Engagement
228(7)
Insights: NBA Legends Find Their Voice
229(1)
Public Relations Supports Five Characteristics of a Healthy Organization
230(1)
Effective Sharing of Goals
230(1)
Teamwork
230(1)
High Employee Morale
230(1)
Adapts to Risks, Opportunities, and Changes
230(1)
Defined Policies and Structure
231(1)
Traits a Corporate Culture Should Exhibit
231(1)
Constructive Relationships
231(1)
Empowerment
231(1)
Morality and Honesty
231(1)
Diversity
232(1)
Employee Advocacy
233(1)
Mergers and Acquisitions
233(1)
A Growing Trend
233(1)
Yoga Rooms Versus Boardrooms
233(1)
M&As Can Often Disappoint
234(1)
Public Relations Strategy
235(1)
Communication Challenges and Opportunities
235(4)
Need for Organizational Clarity
236(1)
Social Responsibility in Action: HP "Reinvents Minds" to Nurture Diversity
236(1)
Public Relations Communication Tactics
237(1)
Intranet
237(1)
Video Storytelling
238(1)
Employee Programs
239(1)
Evaluating Employee Communication
239(1)
Employee Relations and Corporate Social Responsibility
239(3)
Pr Profile: Why Simplicity Is Beautiful in Employee Communication Strategy
240(1)
Corporate Social Responsibility Aids Employee Recruitment and Retention
241(1)
Examples of Excellence
242(1)
Scenario Outcome
242(1)
Wrap Up
243(1)
Key Terms
243(1)
Think About It
244(1)
Write Like a Pro
244(1)
Social Responsibility Case Study
244(2)
Chapter 11 Corporate Communication and Reputation Management
246(28)
Scenario: The Starbucks "Race Together" Campaign
247(1)
The Modern Corporation: Meeting the Challenge
248(5)
Companies Are Multifaceted Organizations
249(1)
The Issue of Trust
249(2)
Critical Role for Corporate Public Relations
251(1)
Communication's Place in the Company
251(2)
Core Competencies of Corporate Communications
253(11)
Corporate Media Relations
254(1)
Digital Media Relations
255(1)
A 24-Hour-a-Day Job
256(1)
Fundamental Practices Remain
256(1)
On the Job in Media Relations
256(1)
Crisis Media Relations
257(1)
Corporate Branding and Reputation
258(1)
Special Events and Sponsorships
259(1)
Insights: Corporate Branding
260(1)
Pr Profile: Authenticity Is Key to Engaging LGBTQ Audiences
261(1)
Internal Communications
262(1)
Social Responsibility in Action: Booz Allen Hamilton's 100th Anniversary Campaign: Celebrating a Tradition of Community Service and Market Leadership
263(1)
Corporate Communications and Corporate Social Responsibility
264(1)
Financial Communications, Media Relations, and Investor Relationships
265(4)
Financial Communications
265(1)
Going Public
266(1)
Business, Financial, and Consumer Media
266(1)
Investor Relations
267(2)
Scenario Outcome
269(1)
Wrap Up
270(1)
Key Terms
271(1)
Think About It
271(1)
Write Like a Pro
271(1)
Social Responsibility Case Study
271(3)
Chapter 12 Issues Management and Crisis Communication
274(22)
Scenario: Hurricane Maria Devastates Puerto Rico (2017): Changing Perceptions to Encourage Tourism and Boost the Economy
275(1)
Issues Management
276(2)
The Benefits of Issues Management
277(1)
Issue Life Cycle
277(1)
Crisis Communications
278(5)
The Organizational Crisis
278(2)
Problem Versus a Crisis
280(1)
Product Crisis
280(1)
Pr Profile: Emotional Intelligence and Ethics: Keys to Crisis Management
281(1)
Social Responsibility in Action: Samsung Employees Participate in a Nationwide Day of Service
282(1)
Litigation Crisis
283(1)
Preparing for and Managing a Crisis
283(9)
Insights: Communications Theory and Crisis Management
284(2)
Crisis Plan Development
286(1)
Prepare a Crisis Checklist
286(1)
Crisis Stage
287(1)
Crisis Recovery
288(1)
Crisis and Social Media
288(1)
Examples
289(1)
Volume, Velocity, and Variety
290(2)
Scenario Outcome
292(1)
Results
292(1)
Wrap Up
293(1)
Key Terms
293(1)
Think About It
293(1)
Write Like a Pro
294(1)
Social Responsibility Case Study
294(2)
Chapter 13 Sports, Tourism, and Entertainment
296(24)
Scenario: A Tweet Creates a Crisis for the NBA
297(1)
Opportunities and Challenges of Sports Public Relations
298(6)
Public Relations Plays a Strategic Part in Sports
299(1)
Social Media's Winning Game
299(1)
Public Relations Careers for Sports Lovers
300(1)
Publicizing the Good, Dealing With the Bad
301(1)
The Right Way to Handle Wrongs
301(1)
Social Responsibility in Action: Being Good Sports: How Athletes and Teams Give Back to Their Community
302(1)
What's in a Name?
303(1)
Corporations Name Stadiums
303(1)
Huge Investments of Millions Each Year
303(1)
Public Relations Values and Risks
303(1)
Tourism: More Than Sightseeing
304(6)
The Role of Public Relations
304(1)
Public Relations Plan for a Music Festival
305(2)
Threats and Crises
307(1)
Most Unforeseen, Few Preventable
308(1)
Insights: ECOTOURS and Outdoor Leadership
308(1)
Spotlight on Mexico
309(1)
Small-Town Festivals Draw Big Crowds
309(1)
Midwestern Traditions
310(1)
Good Training Grounds for Public Relations
310(1)
Entertainment Public Relations: Publicity and Much More
310(5)
Publicists and Celebrities
311(1)
The Broader Field
311(2)
Pr Profile: Pro Basketball's Dedication to Community
313(2)
Foundations and Corporations
315(1)
Scenario Outcome
315(1)
Wrap Up
316(1)
Key Terms
316(1)
Think About It
316(1)
Write Like a Pro
317(1)
Sports Innovation Case Study
317(3)
Chapter 14 Nonprofit, Health, Education, and Grassroots Organizations
320(22)
Scenario: How Can We Keep Kids Safe in a World Filled With Risks?
321(1)
Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners
322(4)
The World of Nonprofits
322(1)
A Healthy Field With Its PR Challenges
323(1)
Fundraising, Development, and Recruiting
323(1)
Nongovernmental Organizations
324(1)
Nonprofits' Use of Social Media
324(1)
What You Say Versus How You Say It
325(1)
Social Responsibility in Action: 50th Anniversary of the Stonewall Uprising
325(1)
Health Communication
326(4)
Health Communications in Organizations
326(1)
Health Communication Public Relations Agencies
327(1)
A WINNING CAMPAIGN FOR GCI: HealthiHer Minds, Bodies, Careers
327(1)
Pr Profile: Health Care Public Relations: A Higher Calling
328(1)
Health Communication Strategies
329(1)
Public Relations Support of Educational Institutions
330(4)
The Role of Public Relations in Higher Education
331(1)
Social Media Strategies
331(1)
Align Social Media Goals With Institutional Goals
331(1)
Match Platform(s) With Audience(s)
331(1)
Define Your Institution's Authentic Social Media Voice
331(1)
Audit the Institution's Social Media Profiles
332(1)
K-12 Education
333(1)
Multicultural Public Relations and Education
333(1)
HP's Reinvent Mindsets
334(1)
Partnership With HBCUs
334(1)
Public Relations in Grassroots Organizations
334(4)
Public Relations Tactics
334(1)
Sometimes, It Just Takes Two
335(1)
Two Women's Facebook Posts Inspire Haifa Million
335(1)
Insights: Activism Is Now the New Normal
336(1)
Two Bostonians Stop the Olympics
337(1)
Two Partners Spark a Movement
337(1)
Scenario Outcome
338(1)
FedEx
338(1)
Gm
338(1)
Johnson & Johnson
338(1)
Wrap Up
339(1)
Key Terms
339(1)
Think About It
339(1)
Write Like a Pro
339(1)
Social Responsibility Case Study
340(2)
Chapter 15 Public Affairs, Government Relations, and Political Communications
342(20)
Scenario: Ebola on the Doorstep of America
343(1)
Public Affairs, Government Relations, and Political Communications
344(5)
An Overview of Public Affairs, Government Relations, and Political Communication
345(1)
Public Affairs
345(1)
Government Relations
345(1)
Political Communication
345(1)
Public Affairs as Compared to Public Relations
346(1)
Why Does the Government Call It Public Affairs?
346(1)
Crisis Management in Governmental Public Affairs
347(2)
Military Public Affairs
349(1)
Government Relations and Lobbying
349(1)
Government Relations and Public Affairs
349(1)
Why Is It Called Lobbying?
350(1)
Applying Public Relations Strategy to Campaigns and Elections
350(6)
Social Responsibility in Action: Humana's Campaign for a Healthy Mississippi
351(1)
Fundamental to Politics
352(1)
Game of Leapfrog
353(1)
Negative Versus Positive
353(1)
Insights: Ringmasters of Political Communications
354(1)
The Changing Role of the Press Secretary
355(1)
Scenario Outcome
356(1)
Wrap Up
357(1)
Key Terms
357(1)
Think About It
357(1)
Write Like a Pro
358(1)
Social Responsibility Case Study
358(4)
Chapter 16 Global Public Relations and Public Diplomacy
362(21)
Scenario: "Like a Girl": Positive and Confident
363(1)
An Overview of Global Communications
364(7)
Storytelling and Global Public Relations
366(1)
The Halo Effect
367(1)
Crisis Considerations
367(1)
Social Responsibility in Action: Coca-Cola Creates Brand Loyalty Through Sustainability Efforts in India
368(1)
Cultural Intelligence
369(1)
CEO Activism and Global Public Relations/Corporate Social Responsibility
369(1)
Working Internationally to Develop Global Public Relations Skills
370(1)
Global Public Relations in Different Settings
371(4)
Corporate
371(1)
Pr Profile: A Manager's Journal: Working Internationally for a Global Corporation
371(1)
Nonprofits
372(1)
Insights: Changing Perceptions of a Global Brand
373(2)
Government
375(1)
Public Diplomacy, Strategic Public Relations, and Social Responsibility
375(2)
Public Diplomacy and Public Relations
376(1)
Scenario Outcome
377(2)
Wrap Up
379(1)
Key Terms
379(1)
Think About It
380(1)
Write Like a Pro
380(1)
Social Responsibility Case Study
380(3)
Glossary 383(8)
References 391(16)
Index 407