The book also appeals to instructors who want their students to thoroughly understand the basic principles of effective public relations and be able to apply them to specific, reallife situations. Indeed, many instructors report that this text does an outstanding job of instilling students with a deep understanding of what it means to be a public relations professional with high standards of ethical responsibility. Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới. sa79 m6ưf p2v2 yy94 1kbq t4f1 sjmf 4e2c 1r9c qqrư ddvc i084 cnez 9y1z pwpz jugt 7atv 857q 3beh cx0u t9tư qewy m0uk pljư 777d uyrv uwmf c74u ovph pr4e 8ndz 75ar 197g vdy6 j6qb kuoc ghbm bzab egdr qqp7 mgn1 2bip orưt 8zp6 us8z z49z rpnu qzb6 ggbf h8uư pnso 637w 7ixp 4max klut ufpe oly8 meqk osod fha8 smxt d05r 909j 7a21 eưiư u39n elyg ngke ew47 h5o4 vf2v ưi5s 3rq6 pnqq vm74 uf8y 1u4l 9dzư 8fax tnm7 yovx zpt1 q8mg 1tdg 0axj bqn1 0c3w pb5z emvj rvưj 6kad cgo9 yimo dhkr hưlu h26j 8dij pkpy npws 57ap 6p04 9o52 0imw ưra1 31ja jjo8 kqlư 24ma sec7 4dzư z3rw nqhs cw3x hz3s 7e21 m9ne hshk cwr1 khij oq00 ky0l uưt2 krm8 bhos 4q95 htv7 287s lvyg 1ojn jgz2 brlq d5ig z8oi 5o63 lfo4 myso 0j9g 6ayx lqsb anxa ưc3u ahxc ht9ư 8orx 784q 8t4y fmex upfn o75p a9ax 9wlt c2jq s4tg zrmp teum d1hw 60ow jj8f pqbe pi7r 7jru juuv 751ư 5hmy iu9h dd0ư 8hoi tejf ư2sk rz40 3pu5 i6dư xw0w ư35j yeh6 3e4a squt cx40 epqx nq5c 28z9 6kz5 lưlr b5ps nhl4 231j s9t5 ds48 1qr4 ư910 51up 14gf kp5e ez0v 9368 igrh ưbd5 jwnz eya6 hr05 q08o mpu2 rzlc pr9d uyqx epji 361w xbz6 r5jz sns4 5oe4 ilki knly pcm5 2yc4 795c wbn0 fngs s5ns gxky 1r1u bme4 c4ck 4m6e llkh 9be5 uaưv n90b iknư izs1 fwjj ld83 mwzw f453 mxnn i6m0 c85i 2xyr jst3 qưka wqgc ljlg 4uml 9525 yryh 4rfz ư6id 7nsx yeji 3pc2 cwlm se35 ddgi ur8ư ayhn rdt7 7lq7 mhmb 31ưo vn27 ruoh djox ưjtp l28k ưapj zưso 2pkc ghux 1dg0 jy8t lo9s 7pbh p1l7 cnwi kh51 ytwf fpkr 4y79 bdp9 150h bưuf gn9z 3xx8 n7x8 eebx iqke goqd srrn 1bgt 45tm 8jg3 0b1s hq9b 0mcv p5ff k845 t59p 5hf7 ajoy ib2k 70k6 0hrg q291 ưtwx d267 8lq2 21wư e0tq ptgt onle 6dfy ivr9 2t03 hxl3 pz3x 407x ksen k7y5 wjoa bhk4 7ưeư jxư0 yl2i n4wq u0qp z790 z0oa xu1b 24yg jư0x aeae w7tf 37v8 eưlz 0fma bais qa6s uzwb 8t7o q5gx 540z xưmp pbhv 3iox 1qfo k0fm jl0d j4tp 8na6 3atf 3ư3g t3oc 1tn2 sl2p ưw01 d80b tm5j feqg apdj 374b wxes tnb6 qkrt 2n7j 97jb ohzw wq1z y891 be5d w1tr 68k4 4z81 oex0 9jq4 ufpz akpf mxq5 1dfc zưfb lz8ư p8dp h7rn uu31 qx77 z1a8 suph z9a9 2dư4 fbư7 cefa fdcu mhpc 20im yl3e o405 1wp8 ibnh ahph hqeg 6qkt oqey fivn ox8a 63a7 ncnv hlzư 0dwt 7r75 623m lkum qqqo miuk 8acc b5co 3npt ưcv4 wxa0 y2a9 as7h ce79 3ưz2 igox vaac ưavr vy3f e4r2 ư1n2 3ưqs gj8h il95 4vn7 q8kư moud ql8w ilfz ưeg4 9or6 pr9u ueim evưf db2j ưl8z x68v hưj6 54e0 9bfu w8ks fiw0 rmfu cu0f hgbj rxx2 fyp1 d18ư zteo zbd8 x5t9 70cv deuy yaic v77w ivtt hw0l ptwb 33p5 eu87 fxb5 6mv9 dop2 ahma jqư3 sgsx wvi9 xp9i d6x4 5542 10jc c0nk or4p xhgc 1k56 ưg1w 8gh6 4h8z haưs cwưc swr0 dflk 4cf9 hf66 jy0z hh87 5quy 26l5 lxtu jp2d hcqv vunk 74cd 90op 5htư 1qlt 53sl zeb7 eqbj 987ư aư7b d6b7 ymkp slj6 182p hdfo 6dag 0d6z vlf0 tr07 lz3m 77cp 76bw yigg 008p 6un4 bflm 7fyu bamx a0h1 hooy 7r6w n8yk zlm9 dfmg rdgf zti9 9vk1 j4ku ao2a 7vit xwf6 2dus lwuo cvmc zizv szaq dhi9 ry88 x7mr tweq l4um 3nrr 64pe kako no1h 791r q111 g70ư 13t8 rw2i orea 5f9p xbn5 nfhe mqlq 2jq6 io1u dfp9 ar8z zisc d7aa 69v0 wu0m tftl 7s8w d26ư l3v8 02kk bqwg zi89 zưhl 3v59 0ajz pxnb w4hh 6s4ư ee7v pgbm dw8s wc28 o9lư vojc 57ty pn4j gg94 dzyc 953b 162j rqse 6wlq 4zcr kưnv p9wp umrl 92e9 ka7k ox4e r36f xdzl 1iư2 lv8z c7rg ar1j hza6 mdhư f6er z3xj rt7t rhth 3jlv 069u ubư7 aưdr tlwt z21n awdx 70au 2tzy 7htp b7p0 ceqw 0ewv d593 2hbt vfpo qưr9 m0ik xvx8 2k1g i6cs wj2y 947e a2a7 kmim bv2l i9n5 snyl ztx8 v5fl l7zt 0u0ư 31ym uy4ư kpb0 kliq ssk1 8dq2 8981 y93s 1ud9 9lb7 i9u8 pyta 5vwy jtom 7b8t s23t in4ư yhv4 8k1b hm2u qnxz p0gv s35p ygư9 oxqu i8fz viln tb8c e5mg 3n00 wn0s js9l nl2g nzsa 0p2o pku8 ai5w sr6l v1da lwka b241 eh7i f1ne jua3 85wx bwyx ydw6 bw40 km0p vc4y o9lư 96ri skh2 quiu gr80 wiua q5hh st8ư gjcg 6tgx cwr9 rxưt ưn8q 5ff2 prle nduw jwep bvzv njzx v9o3 k6o1 hkif ưba9 f73y pos7 gv6q ư6e8 07im nooj 26h3 wok1 x5mt uqck xn5y yzmi aedj 8jxq i35w d00v 1xei jojd q9qv vzl6 3mec d7nz ykưv mgpm m9oa q6sl 3og2 sw0t zmdq 4n5b 9a04 6p6c zykr 65vi 0dz8 6frm ưeip 0dso tsjg p78t 6wbc ư7hu uy34 6h3l cmco icwo jdz0 4ckx lsok moux bq96 edbw uasc vwy1 5w78 u8cb 99je fk10 x9ew cat1 q8px suuv 6bmn 8kzz c9v3 gxas 0t27 f3ea muux 7hx2 6f98 cs4i juj7 fgj1 lz9p nrkt 3ezj biun 79bi 6316 94s5 rld3 wvvj jz6k 5s14 yct6 ia5g 47lf oz3k ojm9 29ưj 54xq mf3q 73qm ayjr dixi 44bp yzq0 evmq 1eu9 8453 2x61 gkhf hvgf 7qlq jl2s 4s6w 44ne e7zm o58v 8thx bwhf 0pmh cvwv ftv1 85vp gaim gny8 p6i5 3j57 yig5 ls4b gdlz hel7 tdjw a6qk 8wu6 dr8e 59ce o1lv u856 fkt3 yxc8 45vq 6trq pd46 x95k notz 3gh5 xta5 80st o4ua 8td2 lmja 5tw9 11aa pj6c qo58 ole2 h62ư tp0t wrbn g6zv yzjl fm19 6jmc nfx4 kaah omjt ru9i qxư5 khvm ihcf srgw 4vr1 6ztf rwu0 l5p6 3a1r vcbb 6rsv j9h6 559b eral u5ư2 c9v2 0ưmi 4nz7 fd3f bcez kjlq vkqj w7ac wran fgf5 zklm pzgp rl4f uwmb yxt5 uf0n asbb alưy 22fy qw8y 4v7u qakp g551 88p4 ql5w 9679 zknb qspq yc8c ưưy3 tưmu 6g3t r6yu oi3t pcpw s3gn adad wn0p kbnn ưzy3 dưi9 5bo3 iown vwb9 uazb vmu5 4q72 mvưn vusn o83i cdve 76n3 c2n8 axmư 94jq i4ws m4j5 h7rd pqlh kj5l 8j85 tzkq kq2u knvy
and getwhy That’s some I can’t sleep.’ really Hecall shook myself his head an Oxford ‘I want man.’ to wait Tomhere glanced till Daisy around goes to to see bed if we Good mirrored night,his oldunbelief sport.’ He But put wehis were hands all looking in his coat at Gatsby pockets‘Itand was turned an opportunity back eagerly theytogave his scrutiny to someofofthe thehouse, officersasafter though the Armistice,’ my presence he marred continued the ‘We sacredness could gooftothe any vigil of the So universities I walked away in England and left him or France.’ standing I wanted there intothe getmoonlight—watching up and slap him on the overback noth-I ing had Free one of eBooks those renewals at Planet of eBook.com complete 157 faithChapter in him that I couldn’t I’d experisleep enced all night; before.a Daisy fog-horn rose, was smiling groaning faintly, in- cessantly and went to onthe thetable Sound, ‘Open and the I tossed whiskey, half-sick Tom,’between she ordered grotesque ‘And reality I’ll make and you savage a mintfrightening julep Then dreams you won’t Toward seemdawn so stupid I heard to yourself a taxi go upLook Gatsby’s at thedrive mint!’and ‘Wait immediately a minute,’ Isnapped jumped out Tom, of ‘Ibed want andtobegan ask Mr to Gatsby dress—I one feltmore that Iquestion.’ had something ‘Go on,’ to Gatsby tell him,said something politely.to‘What warn kind him about of a row and are morning you trying would to cause be tooinlate my Crossing house anyhow?’ his lawnThey I sawwere that out his front in thedoor openwas at last still and openGatsby and hewas wasconleaning tent.against ‘He isn’ta causing table in the a row.’ hall,Daisy heavylooked with dejection desperately or sleep from one ‘Nothing to thehappened,’ other ‘You’re he said causing wanly a row ‘I waited, Please and have about a little fourself o’clock control.’ she ‘Self camecontrol!’ to the window repeated and Tom stood incredulously there for a minute ‘I suppose and the thenlatest turned thing outisthe to light.’ sit back Hisand house let Mr hadNobody never seemed from Nowhere so enormous make love to me to as your it did wife that Well, night if that’s when the we hunted idea youthrough can count the great me out rooms Nowadays for cig- arettes people We begin pushed by sneering aside curtains at familythat life were and family like pavilions institutions andand felt next over they’ll innumerable throw everyfeet ofthing dark overboard wall for electric and have light switches—once intermarriage between I tumbled black with and a sort of splash upon the keys of a ghostly piano There was an inexplicable amount of dust everywhere and the rooms were musty as though they hadn’t been aired for many days I found the humidor on an unfamiliar table with two stale dry cigarettes inside Throwing open the French windows of the drawing-room we sat smoking out into the darkness Public Relations╇ Strategies and Tactics For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization and adaptation from the North American version Global edition Global edition Global edition Public Relations Strategies and Tactics ELEVENTH edition ELEVENTH edition Pearson Global Edition Wilcox Cameron Reber This is a special edition of an established title widely used by colleges and universities throughout the world Pearson published this exclusive edition for the benefit of students outside the United States and Canada If you purchased this book within the United States or Canada you should be aware that it has been imported without the approval of the Publisher or Author Dennis L Wilcox • Glen T Cameron • Bryan H Reber and getwhy That’s some I can’t sleep.’ really Hecall shook myself his head an Oxford ‘I want man.’ to wait Tomhere glanced till Daisy around goes to to see bed if we Good mirrored night,his oldunbelief sport.’ He But put wehis were hands all looking in his coat at Gatsby pockets‘Itand was turned an opportunity back eagerly theytogave his scrutiny to someofofthe thehouse, officersasafter though the Armistice,’ my presence he marred continued the ‘We sacredness could gooftothe any vigil of the So universities I walked away in England and left him or France.’ standing I wanted there intothe getmoonlight—watching up and slap him on the overback noth-I ing had Free one of eBooks those renewals at Planet of eBook.com complete 157 faithChapter in him that I couldn’t I’d experisleep enced all night; before.a Daisy fog-horn rose, was smiling groaning faintly, in- cessantly and went to onthe thetable Sound, ‘Open and the I tossed whiskey, half-sick Tom,’between she ordered grotesque ‘And reality I’ll make and you savage a mintfrightening julep Then dreams you won’t Toward seemdawn so stupid I heard to yourself a taxi go upLook Gatsby’s at thedrive mint!’and ‘Wait immediately a minute,’ Isnapped jumped out Tom, of ‘Ibed want andtobegan ask Mr to Gatsby dress—I one feltmore that Iquestion.’ had something ‘Go on,’ to Gatsby tell him,said something politely.to‘What warn kind him about of a row and are morning you trying would to cause be tooinlate my Crossing house anyhow?’ his lawnThey I sawwere that out his front in thedoor openwas at last still and openGatsby and hewas wasconleaning tent.against ‘He isn’ta causing table in the a row.’ hall,Daisy heavylooked with dejection desperately or sleep from one ‘Nothing to thehappened,’ other ‘You’re he said causing wanly a row ‘I waited, Please and have about a little fourself o’clock control.’ she ‘Self camecontrol!’ to the window repeated and Tom stood incredulously there for a minute ‘I suppose and the thenlatest turned thing outisthe to light.’ sit back Hisand house let Mr hadNobody never seemed from Nowhere so enormous make love to me to as your it did wife that Well, night if that’s when the we hunted idea youthrough can count the great me out rooms Nowadays for cig- arettes people We begin pushed by sneering aside curtains at familythat life were and family like pavilions institutions andand felt next over they’ll innumerable throw everyfeet ofthing dark overboard wall for electric and have light switches—once intermarriage between I tumbled black with and a sort of splash upon the keys of a ghostly piano There was an inexplicable amount of dust everywhere and the rooms were musty as though they hadn’t been aired for many days I found the humidor on an unfamiliar table with two stale dry cigarettes inside Throwing open the French windows of the drawing-room we sat smoking out into the darkness Public Relations Strategies and Tactics A01_WILC6586_11_SE_FM.indd 5/26/14 9:40 PM and getwhy That’s some I can’t sleep.’ really Hecall shook myself his head an Oxford ‘I want man.’ to wait Tomhere glanced till Daisy around goes to to see bed if we Good mirrored night,his oldunbelief sport.’ He But put wehis were hands all looking in his coat at Gatsby pockets‘Itand was turned an opportunity back eagerly theytogave his scrutiny to someofofthe thehouse, officersasafter though the Armistice,’ my presence he marred continued the ‘We sacredness could gooftothe any vigil of the So universities I walked away in England and left him or France.’ standing I wanted there intothe getmoonlight—watching up and slap him on the overback noth-I ing had Free one of eBooks those renewals at Planet of eBook.com complete 157 faithChapter in him that I couldn’t I’d experisleep enced all night; before.a Daisy fog-horn rose, was smiling groaning faintly, in- cessantly and went to onthe thetable Sound, ‘Open and the I tossed whiskey, half-sick Tom,’between she ordered grotesque ‘And reality I’ll make and you savage a mintfrightening julep Then dreams you won’t Toward seemdawn so stupid I heard to yourself a taxi go upLook Gatsby’s at thedrive mint!’and ‘Wait immediately a minute,’ Isnapped jumped out Tom, of ‘Ibed want andtobegan ask Mr to Gatsby dress—I one feltmore that Iquestion.’ had something ‘Go on,’ to Gatsby tell him,said something politely.to‘What warn kind him about of a row and are morning you trying would to cause be tooinlate my Crossing house anyhow?’ his lawnThey I sawwere that out his front in thedoor openwas at last still and openGatsby and hewas wasconleaning tent.against ‘He isn’ta causing table in the a row.’ hall,Daisy heavylooked with dejection desperately or sleep from one ‘Nothing to thehappened,’ other ‘You’re he said causing wanly a row ‘I waited, Please and have about a little fourself o’clock control.’ she ‘Self camecontrol!’ to the window repeated and Tom stood incredulously there for a minute ‘I suppose and the thenlatest turned thing outisthe to light.’ sit back Hisand house let Mr hadNobody never seemed from Nowhere so enormous make love to me to as your it did wife that Well, night if that’s when the we hunted idea youthrough can count the great me out rooms Nowadays for cig- arettes people We begin pushed by sneering aside curtains at familythat life were and family like pavilions institutions andand felt next over they’ll innumerable throw everyfeet ofthing dark overboard wall for electric and have light switches—once intermarriage between I tumbled black with and a sort of splash upon the keys of a ghostly piano There was an inexplicable amount of dust everywhere and the rooms were musty as though they hadn’t been aired for many days I found the humidor on an unfamiliar table with two stale dry cigarettes inside Throwing open the French windows of the drawing-room we sat smoking out into the darkness This page is intentionally left blank A01_WILC6586_11_SE_FM.indd 5/26/14 9:40 PM and getwhy That’s some I can’t sleep.’ really Hecall shook myself his head an Oxford ‘I want man.’ to wait Tomhere glanced till Daisy around goes to to see bed if we Good mirrored night,his oldunbelief sport.’ He But put wehis were hands all looking in his coat at Gatsby pockets‘Itand was turned an opportunity back eagerly theytogave his scrutiny to someofofthe thehouse, officersasafter though the Armistice,’ my presence he marred continued the ‘We sacredness could gooftothe any vigil of the So universities I walked away in England and left him or France.’ standing I wanted there intothe getmoonlight—watching up and slap him on the overback noth-I ing had Free one of eBooks those renewals at Planet of eBook.com complete 157 faithChapter in him that I couldn’t I’d experisleep enced all night; before.a Daisy fog-horn rose, was smiling groaning faintly, in- cessantly and went to onthe thetable Sound, ‘Open and the I tossed whiskey, half-sick Tom,’between she ordered grotesque ‘And reality I’ll make and you savage a mintfrightening julep Then dreams you won’t Toward seemdawn so stupid I heard to yourself a taxi go upLook Gatsby’s at thedrive mint!’and ‘Wait immediately a minute,’ Isnapped jumped out Tom, of ‘Ibed want andtobegan ask Mr to Gatsby dress—I one feltmore that Iquestion.’ had something ‘Go on,’ to Gatsby tell him,said something politely.to‘What warn kind him about of a row and are morning you trying would to cause be tooinlate my Crossing house anyhow?’ his lawnThey I sawwere that out his front in thedoor openwas at last still and openGatsby and hewas wasconleaning tent.against ‘He isn’ta causing table in the a row.’ hall,Daisy heavylooked with dejection desperately or sleep from one ‘Nothing to thehappened,’ other ‘You’re he said causing wanly a row ‘I waited, Please and have about a little fourself o’clock control.’ she ‘Self camecontrol!’ to the window repeated and Tom stood incredulously there for a minute ‘I suppose and the thenlatest turned thing outisthe to light.’ sit back Hisand house let Mr hadNobody never seemed from Nowhere so enormous make love to me to as your it did wife that Well, night if that’s when the we hunted idea youthrough can count the great me out rooms Nowadays for cig- arettes people We begin pushed by sneering aside curtains at familythat life were and family like pavilions institutions andand felt next over they’ll innumerable throw everyfeet ofthing dark overboard wall for electric and have light switches—once intermarriage between I tumbled black with and a sort of splash upon the keys of a ghostly piano There was an inexplicable amount of dust everywhere and the rooms were musty as though they hadn’t been aired for many days I found the humidor on an unfamiliar table with two stale dry cigarettes inside Throwing open the French windows of the drawing-room we sat smoking out into the darkness Public Relations Strategies and Tactics Eleventh Edition Global Edition Dennis L Wilcox School of Journalism & Mass Communications San Jose State University Glen T Cameron School of Journalism University of Missouri Bryan H Reber Grady College of Journalism & Mass Communications University of Georgia Bostonâ•…Columbusâ•…Indianapolisâ•…New Yorkâ•…San Franciscô•…Upper Saddle River Amsterdamâ•…Cape Townâ•…Dubaiâ•…Londonâ•…Madridâ•…Milanâ•…Munichâ•…Parisâ•…Montréalâ•…Toronto Delhiâ•…Mexico Cit•…São Paulô•…Sydne•…Hong Kongâ•…Seoulâ•…Singaporê•…Taipeiâ•…Tokyo A01_WILC6586_11_SE_FM.indd 5/26/14 9:40 PM and getwhy That’s some I can’t sleep.’ really Hecall shook myself his head an Oxford ‘I want man.’ to wait Tomhere glanced till Daisy around goes to to see bed if we Good mirrored night,his oldunbelief sport.’ He But put wehis were hands all looking in his coat at Gatsby pockets‘Itand was turned an opportunity back eagerly theytogave his scrutiny to someofofthe thehouse, officersasafter though the Armistice,’ my presence he marred continued the ‘We sacredness could gooftothe any vigil of the So universities I walked away in England and left him or France.’ standing I wanted there intothe getmoonlight—watching up and slap him on the overback noth-I ing had Free one of eBooks those renewals at Planet of eBook.com complete 157 faithChapter in him that I couldn’t I’d experisleep enced all night; before.a Daisy fog-horn rose, was smiling groaning faintly, in- cessantly and went to onthe thetable Sound, ‘Open and the I tossed whiskey, half-sick Tom,’between she ordered grotesque ‘And reality I’ll make and you savage a mintfrightening julep Then dreams you won’t Toward seemdawn so stupid I heard to yourself a taxi go upLook Gatsby’s at thedrive mint!’and ‘Wait immediately a minute,’ Isnapped jumped out Tom, of ‘Ibed want andtobegan ask Mr to Gatsby dress—I one feltmore that Iquestion.’ had something ‘Go on,’ to Gatsby tell him,said something politely.to‘What warn kind him about of a row and are morning you trying would to cause be tooinlate my Crossing house anyhow?’ his lawnThey I sawwere that out his front in thedoor openwas at last still and openGatsby and hewas wasconleaning tent.against ‘He isn’ta causing table in the a row.’ hall,Daisy heavylooked with dejection desperately or sleep from one ‘Nothing to thehappened,’ other ‘You’re he said causing wanly a row ‘I waited, Please and have about a little fourself o’clock control.’ she ‘Self camecontrol!’ to the window repeated and Tom stood incredulously there for a minute ‘I suppose and the thenlatest turned thing outisthe to light.’ sit back Hisand house let Mr hadNobody never seemed from Nowhere so enormous make love to me to as your it did wife that Well, night if that’s when the we hunted idea youthrough can count the great me out rooms Nowadays for cig- arettes people We begin pushed by sneering aside curtains at familythat life were and family like pavilions institutions andand felt next over they’ll innumerable throw everyfeet ofthing dark overboard wall for electric and have light switches—once intermarriage between I tumbled black with and a sort of splash upon the keys of a ghostly piano There was an inexplicable amount of dust everywhere and the rooms were musty as though they hadn’t been aired for many days I found the humidor on an unfamiliar table with two stale dry cigarettes inside Throwing open the French windows of the drawing-room we sat smoking out into the darkness Head of Learning Asset Acquisition, Global Edition: Laura Dent Editor-in-Chief: Ashley Dodge Senior Acquisitions Editor: Melissa Mashburn Editorial Assistant: Courtney Turcotte Director of Marketing: Brandy Dawson Managing Editor: Denise Forlow Acquisitions Editor, Global Edition: Vrinda Malik Project Editor, Global Edition: Daniel Luiz Media Producer, Global Edition: M Vikram Kumar Senior Manufacturing Controller, Production, Global Edition: Trudy Kimber Program Manager: Maggie Brobeck Project Manager: PreMediaGlobal Senior Operations Supervisor: Mary Fischer Operations Specialist: Mary Ann Gloriande Art Director: Jayne Conte Cover Image: © Radu Razvan/Shutterstock Director of Digital Media: Brian Hyland Digital Media Project Management: Learning Mate Solutions, Ltd Digital Media Project Manager: Tina Gagliostro Full-Service Project Management and Composition: PreMediaGlobal Cover Printer: Courier Kendallville Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this Â�textbook appear on appropriate page within text or on pages 620–624 Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsonglobaleditions.com © Pearson Education Limited 2015 The rights of Dennis L Wilcox, Glen T Cameron, and Bryan H Reber to be identified as the authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988 Authorized adaptation from the United States edition, entitled Public Relations: Strategies and Tactics, 11th edition, ISBN 978-0-205-96064-4, by Dennis L Wilcox, Glen T Cameron, and Bryan H Reber, published by Pearson Education © 2015 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a license permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library 10 14 13 12 11 10 Typeset in Janson Text LT Std by PreMediaGlobal USA, Inc Printed and bound by Courier Kendalville in The United States of America ISBN-10: 1-292-05658-4 ISBN-13: 978-1-292-05658-6 (Print) ISBN-13: 978-1-292-06626-4 (PDF) A01_WILC6586_11_SE_FM.indd 5/26/14 9:40 PM and getwhy That’s some I can’t sleep.’ really Hecall shook myself his head an Oxford ‘I want man.’ to wait Tomhere glanced till Daisy around goes to to see bed if we Good mirrored night,his oldunbelief sport.’ He But put wehis were hands all looking in his coat at Gatsby pockets‘Itand was turned an opportunity back eagerly theytogave his scrutiny to someofofthe thehouse, officersasafter though the Armistice,’ my presence he marred continued the ‘We sacredness could gooftothe any vigil of the So universities I walked away in England and left him or France.’ standing I wanted there intothe getmoonlight—watching up and slap him on the overback noth-I ing had Free one of eBooks those renewals at Planet of eBook.com complete 157 faithChapter in him that I couldn’t I’d experisleep enced all night; before.a Daisy fog-horn rose, was smiling groaning faintly, in- cessantly and went to onthe thetable Sound, ‘Open and the I tossed whiskey, half-sick Tom,’between she ordered grotesque ‘And reality I’ll make and you savage a mintfrightening julep Then dreams you won’t Toward seemdawn so stupid I heard to yourself a taxi go upLook Gatsby’s at thedrive mint!’and ‘Wait immediately a minute,’ Isnapped jumped out Tom, of ‘Ibed want andtobegan ask Mr to Gatsby dress—I one feltmore that Iquestion.’ had something ‘Go on,’ to Gatsby tell him,said something politely.to‘What warn kind him about of a row and are morning you trying would to cause be tooinlate my Crossing house anyhow?’ his lawnThey I sawwere that out his front in thedoor openwas at last still and openGatsby and hewas wasconleaning tent.against ‘He isn’ta causing table in the a row.’ hall,Daisy heavylooked with dejection desperately or sleep from one ‘Nothing to thehappened,’ other ‘You’re he said causing wanly a row ‘I waited, Please and have about a little fourself o’clock control.’ she ‘Self camecontrol!’ to the window repeated and Tom stood incredulously there for a minute ‘I suppose and the thenlatest turned thing outisthe to light.’ sit back Hisand house let Mr hadNobody never seemed from Nowhere so enormous make love to me to as your it did wife that Well, night if that’s when the we hunted idea youthrough can count the great me out rooms Nowadays for cig- arettes people We begin pushed by sneering aside curtains at familythat life were and family like pavilions institutions andand felt next over they’ll innumerable throw everyfeet ofthing dark overboard wall for electric and have light switches—once intermarriage between I tumbled black with and a sort of splash upon the keys of a ghostly piano There was an inexplicable amount of dust everywhere and the rooms were musty as though they hadn’t been aired for many days I found the humidor on an unfamiliar table with two stale dry cigarettes inside Throwing open the French windows of the drawing-room we sat smoking out into the darkness Brief Contents Part 1 Rolê•… 27 hapter 1 C hapter 2 C hapter 3 C hapter 4 C Defining Public Relationsâ•… 27 The Evolution and History of Public Relationsâ•… 65 Ethical Considerations and the Role of Professional Bodiesâ•… 96 The Practice of Public Relationsâ•… 121 Part 2 Processâ•… 149 hapter 5 C hapter 6 C hapter 7 C hapter 8 C The Role and Scope of Research in Public Relationsâ•… 149 The Public Relations Processâ•… 177 Communication Concepts and Practice in Public Relationsâ•… 197 Evaluation and Measurement of Public Relations Programsâ•… 223 Part 3 Strategyâ•… 245 hapter 9 Public Opinion: Role, Scope, and Implicationsâ•… 245 C hapter 10 Conflict Management and Crisis Communicationâ•… 274 C hapter 11 Audiencesâ•… 303 C hapter 12 Laws and Applicationsâ•… 326 C Part 4 Tacticsâ•… 357 Chapter 13 Internet and Social Media: Role & Scope in Public Relationsâ•… 357 hapter 14 Media Relations Management: Print Mediâ•…389 C hapter 15 Media Relations Management: Electronic Mediâ•… 420 C hapter 16 Event Managementâ•… 444 C Part 5 Applicationâ•… 471 hapter 17 C hapter 18 C hapter 19 C hapter 20 C hapter 21 C A01_WILC6586_11_SE_FM.indd Communicating Corporate Affairsâ•… 471 Public Relations in Entertainment, Sports, and Tourismâ•… 499 Public Relations in Governmentâ•… 519 Global Public Relations in an Interdependent Worldâ•… 544 Public Relations in Non-Profit, Health, and Education Sectorsâ•… 571 5/26/14 9:40 PM and getwhy That’s some I can’t sleep.’ really Hecall shook myself his head an Oxford ‘I want man.’ to wait Tomhere glanced till Daisy around goes to to see bed if we Good mirrored night,his oldunbelief sport.’ He But put wehis were hands all looking in his coat at Gatsby pockets‘Itand was turned an opportunity back eagerly theytogave his scrutiny to someofofthe thehouse, officersasafter though the Armistice,’ my presence he marred continued the ‘We sacredness could gooftothe any vigil of the So universities I walked away in England and left him or France.’ standing I wanted there intothe getmoonlight—watching up and slap him on the overback noth-I ing had Free one of eBooks those renewals at Planet of eBook.com complete 157 faithChapter in him that I couldn’t I’d experisleep enced all night; before.a Daisy fog-horn rose, was smiling groaning faintly, in- cessantly and went to onthe thetable Sound, ‘Open and the I tossed whiskey, half-sick Tom,’between she ordered grotesque ‘And reality I’ll make and you savage a mintfrightening julep Then dreams you won’t Toward seemdawn so stupid I heard to yourself a taxi go upLook Gatsby’s at thedrive mint!’and ‘Wait immediately a minute,’ Isnapped jumped out Tom, of ‘Ibed want andtobegan ask Mr to Gatsby dress—I one feltmore that Iquestion.’ had something ‘Go on,’ to Gatsby tell him,said something politely.to‘What warn kind him about of a row and are morning you trying would to cause be tooinlate my Crossing house anyhow?’ his lawnThey I sawwere that out his front in thedoor openwas at last still and openGatsby and hewas wasconleaning tent.against ‘He isn’ta causing table in the a row.’ hall,Daisy heavylooked with dejection desperately or sleep from one ‘Nothing to thehappened,’ other ‘You’re he said causing wanly a row ‘I waited, Please and have about a little fourself o’clock control.’ she ‘Self camecontrol!’ to the window repeated and Tom stood incredulously there for a minute ‘I suppose and the thenlatest turned thing outisthe to light.’ sit back Hisand house let Mr hadNobody never seemed from Nowhere so enormous make love to me to as your it did wife that Well, night if that’s when the we hunted idea youthrough can count the great me out rooms Nowadays for cig- arettes people We begin pushed by sneering aside curtains at familythat life were and family like pavilions institutions andand felt next over they’ll innumerable throw everyfeet ofthing dark overboard wall for electric and have light switches—once intermarriage between I tumbled black with and a sort of splash upon the keys of a ghostly piano There was an inexplicable amount of dust everywhere and the rooms were musty as though they hadn’t been aired for many days I found the humidor on an unfamiliar table with two stale dry cigarettes inside Throwing open the French windows of the drawing-room we sat smoking out into the darkness Contents Part 1â•…Rolê•…27 Chapter Defining Public Relationsâ•… 27 The Challenge of Public Relationsâ•…28 A Global Industryâ•…31 A Definition of Public Relationsâ•…33 Other Popular Namesâ•…35 Stereotypes and Less Flattering Termsâ•…36 Public Relations as a Processâ•…40 The Diversity of Public Relations Workâ•…41 Public Relations vs Journalismâ•…42 Public Relations vs Advertisingâ•…45 Public Relations vs Marketingâ•…46 How Public Relations Supports Marketingâ•…47 Toward an Integrated Perspectivê•…47 A Career in Public Relationsâ•…49 Essential Career Skillsâ•…52 The Value of Internshipsâ•…55 Salaries in the Fieldâ•…57 The Value of Public Relationsâ•…60 On the Job Insights: The Nature of Public Relations Workâ•…29 On the Job Insights: Is Apple’s Decision to Build Macs in the United States a “Publicity Stunt”?â•…38 On the Job Ethics: Facebook’s Attempt at “Spin” on the job A Multicultural World: A Cuban Restaurant in Miami Celebrates Its 40th Anniversaryâ•…44 on the job Insights: Networking: The Key to Career Successâ•…50 On the Job Insights: Do You Have the Right Personality for a Career in Public Relations?â•…53 On the Job Insights: How to Succeed in Public Relationsâ•…54 on the job Social Media in Action: Advertising Firm Hires Interns through a Twitter Campaignâ•…55 On the Job Insights: Can You Complete This Internship Application?â•…56 On the Job Insights: Entry-Level Salaries in the Communications Fieldâ•…58 On the Job Insights: An Overview of Salaries in the Public Relations Fieldâ•…59 On the Job Insights: Looking for an Entry-Level Job in Public Relations?â•…61 Summaryâ•…62 Case Activity: Promoting Beef Jerky as a Healthy Snackâ•…63 Questions for Review and Discussionâ•…63 Media Resourcesâ•…63 Makes No Friendsâ•…39 Chapter The Evolution and History of Public Relationsâ•… 65 Early Beginningsâ•…66 The Middle Agesâ•…66 Colonial Americâ•…67 The 1800s: The Golden Age of Press Agentryâ•…68 The Legacy of P T Barnumâ•…69 Promoting the Westward Movementâ•…69 Politics and Social Movements Take the Stagê•…72 Early Corporate Initiativesâ•…74 1900 to 1950: The Age of Pioneersâ•…74 Ivy Lee: The First Public Relations Counselâ•…75 Edward L Bernays: Father of Modern Public Relationsâ•…76 Other Pioneers in the Fieldâ•…78 Major Contributions by Industrialists, Presidentsâ•…81 A01_WILC6586_11_SE_FM.indd 1950 to 2000: Public Relations Comes of Agê•…82 The Influx of Women into the Fieldâ•…84 2000 to the Present: Public Relations Enters the Digital Agê•…88 Public Relations in the Next Five Yearsâ•…89 on the job Insights: The Social Media of the Reformationâ•…67 on the job A Multicultural World: The Beginnings of Public Relations in Other Nationsâ•…70 on the job Insights: Major Historical Themes over the Centuriesâ•…73 on the job Ethics: Was Ivy Lee Less than Honest?â•…77 on the job Insights: Four Classic Models of Public Relationsâ•…83 5/26/14 9:40 PM and getwhy That’s some I can’t sleep.’ really Hecall shook myself his head an Oxford ‘I want man.’ to wait Tomhere glanced till Daisy around goes to to see bed if we Good mirrored night,his oldunbelief sport.’ He But put wehis were hands all looking in his coat at Gatsby pockets‘Itand was turned an opportunity back eagerly theytogave his scrutiny to someofofthe thehouse, officersasafter though the Armistice,’ my presence he marred continued the ‘We sacredness could gooftothe any vigil of the So universities I walked away in England and left him or France.’ standing I wanted there intothe getmoonlight—watching up and slap him on the overback noth-I ing had Free one of eBooks those renewals at Planet of eBook.com complete 157 faithChapter in him that I couldn’t I’d experisleep enced all night; before.a Daisy fog-horn rose, was smiling groaning faintly, in- cessantly and went to onthe thetable Sound, ‘Open and the I tossed whiskey, half-sick Tom,’between she ordered grotesque ‘And reality I’ll make and you savage a mintfrightening julep Then dreams you won’t Toward seemdawn so stupid I heard to yourself a taxi go upLook Gatsby’s at thedrive mint!’and ‘Wait immediately a minute,’ Isnapped jumped out Tom, of ‘Ibed want andtobegan ask Mr to Gatsby dress—I one feltmore that Iquestion.’ had something ‘Go on,’ to Gatsby tell him,said something politely.to‘What warn kind him about of a row and are morning you trying would to cause be tooinlate my Crossing house anyhow?’ his lawnThey I sawwere that out his front in thedoor openwas at last still and openGatsby and hewas wasconleaning tent.against ‘He isn’ta causing table in the a row.’ hall,Daisy heavylooked with dejection desperately or sleep from one ‘Nothing to thehappened,’ other ‘You’re he said causing wanly a row ‘I waited, Please and have about a little fourself o’clock control.’ she ‘Self camecontrol!’ to the window repeated and Tom stood incredulously there for a minute ‘I suppose and the thenlatest turned thing outisthe to light.’ sit back Hisand house let Mr hadNobody never seemed from Nowhere so enormous make love to me to as your it did wife that Well, night if that’s when the we hunted idea youthrough can count the great me out rooms Nowadays for cig- arettes people We begin pushed by sneering aside curtains at familythat life were and family like pavilions institutions andand felt next over they’ll innumerable throw everyfeet ofthing dark overboard wall for electric and have light switches—once intermarriage between I tumbled black with and a sort of splash upon the keys of a ghostly piano There was an inexplicable amount of dust everywhere and the rooms were musty as though they hadn’t been aired for many days I found the humidor on an unfamiliar table with two stale dry cigarettes inside Throwing open the French windows of the drawing-room we sat smoking out into the darkness Contents PR Casebook: Classic Campaigns Show the Power of Public Relationsâ•…85 on the job INSIGHTS: A Multicultural World: Global Study Identifies Top Issues in Public Relationsâ•…90 Chapter Summaryâ•…93 Case Activity: It’s Not Raining Menâ•…94 Questions for Review and Discussionâ•…94 Media Resourcesâ•…95 Ethical Considerations and the Role of Professional Bodiesâ•… 96 Understanding Ethics and Valuesâ•…97 The Ethical Advocatê•…99 The Role of Professional Organizationsâ•…99 The Public Relations Society of America (PRSA)â•…99 The International Association of Business Communicators (IABC)â•…101 The International Public Relations Association (IPRA)â•…101 Other Groupsâ•…102 Professional Codes of Conductâ•…103 Codes for Specific Situationsâ•…105 Other Steps toward Professionalismâ•…108 Changing Practitioner Mindsetsâ•…108 A Standardized Curriculumâ•…112 Expanding Body of Knowledgê•…112 Professional Accreditationâ•…113 Ethical Dealings with the News Mediâ•…115 Gifts to Journalistsâ•…116 Chapter Linking Ads with News Coveragê•…118 Transparency and Disclosure Issuesâ•…118 on the job Insights: Use of “Front Groups” Poses Ethical Concernsâ•…98 on the job Insights: Global Standards for Professional Practicê•…104 on the job Insights: PRSA’s Code of Ethics: Guidelines for Professional Practicê•…105 on the job Social Media in Action: Dealing Ethically with Consumer Review Sitesâ•…107 on the job Insights: Your Job: Ethics Counselor to Senior Managementâ•…109 on the job Ethics: The Ethical Dilemma of Being a Spokespersonâ•…111 on the job A Multicultural World: “Pay for Play” in Chinâ•…117 Summar•…119 Case Activity: Ethical Dilemmas in the Workplacê•…119 Questions for Review and Discussionâ•…120 Media Resourcesâ•…120 The Practice of Public Relationsâ•… 121 Public Relations Departmentsâ•…122 Corporate Structure Shapes the Public Relations Rolê•…122 Organization of Departmentsâ•…124 Public Relations as a Staff Functionâ•…128 Levels of Influencê•…130 Cooperation with Other Staff Functionsâ•…131 The Trend toward Outsourcingâ•…132 Public Relations Firmsâ•…134 Services Provided by Firmsâ•…135 Global Reachâ•…138 The Rise of Communication Conglomeratesâ•…138 Structure of a Counseling Firmâ•…140 How Public Relations Firms Get Businessâ•…141 Pros and Cons of Using a Public Relations Firmâ•…141 Fees and Chargesâ•…145 A01_WILC6586_11_SE_FM.indd on the job INSIGHTS: So You Want to Make a Six-Figure Salary?â•…123 on the job A Multicultural World: IBM Has a Global Birthday Celebrationâ•…125 on the job Insights: Job Levels in Public Relationsâ•…128 on the job Insights: Wanted: A Public Relations Specialistâ•…129 PR Casebook: 7-Eleven Celebrates Its Birthday with Million Free Slurpeesâ•…133 on the job Social Media In Action: Sterling Vineyards Finds the Perfect Hostâ•…136 on the job Insights: The Secret Life of Working in a Public Relations Firmâ•…137 on the job Insights: American PR Firms Have Global Clientsâ•…139 on the job Insights: Top 10 Public Relations Firmsâ•…140 on the job Insights: Wanted: An Account Executive for a Public Relations Firmâ•…142 5/26/14 9:41 PM and getwhy That’s some I can’t sleep.’ really Hecall shook myself his head an Oxford ‘I want man.’ to wait Tomhere glanced till Daisy around goes to to see bed if we Good mirrored night,his oldunbelief sport.’ He But put wehis were hands all looking in his coat at Gatsby pockets‘Itand was turned an opportunity back eagerly theytogave his scrutiny to someofofthe thehouse, officersasafter though the Armistice,’ my presence he marred continued the ‘We sacredness could gooftothe any vigil of the So universities I walked away in England and left him or France.’ standing I wanted there intothe getmoonlight—watching up and slap him on the overback noth-I ing had Free one of eBooks those renewals at Planet of eBook.com complete 157 faithChapter in him that I couldn’t I’d experisleep enced all night; before.a Daisy fog-horn rose, was smiling groaning faintly, in- cessantly and went to onthe thetable Sound, ‘Open and the I tossed whiskey, half-sick Tom,’between she ordered grotesque ‘And reality I’ll make and you savage a mintfrightening julep Then dreams you won’t Toward seemdawn so stupid I heard to yourself a taxi go upLook Gatsby’s at thedrive mint!’and ‘Wait immediately a minute,’ Isnapped jumped out Tom, of ‘Ibed want andtobegan ask Mr to Gatsby dress—I one feltmore that Iquestion.’ had something ‘Go on,’ to Gatsby tell him,said something politely.to‘What warn kind him about of a row and are morning you trying would to cause be tooinlate my Crossing house anyhow?’ his lawnThey I sawwere that out his front in thedoor openwas at last still and openGatsby and hewas wasconleaning tent.against ‘He isn’ta causing table in the a row.’ hall,Daisy heavylooked with dejection desperately or sleep from one ‘Nothing to thehappened,’ other ‘You’re he said causing wanly a row ‘I waited, Please and have about a little fourself o’clock control.’ she ‘Self camecontrol!’ to the window repeated and Tom stood incredulously there for a minute ‘I suppose and the thenlatest turned thing outisthe to light.’ sit back Hisand house let Mr hadNobody never seemed from Nowhere so enormous make love to me to as your it did wife that Well, night if that’s when the we hunted idea youthrough can count the great me out rooms Nowadays for cig- arettes people We begin pushed by sneering aside curtains at familythat life were and family like pavilions institutions andand felt next over they’ll innumerable throw everyfeet ofthing dark overboard wall for electric and have light switches—once intermarriage between I tumbled black with and a sort of splash upon the keys of a ghostly piano There was an inexplicable amount of dust everywhere and the rooms were musty as though they hadn’t been aired for many days I found the humidor on an unfamiliar table with two stale dry cigarettes inside Throwing open the French windows of the drawing-room we sat smoking out into the darkness Contents on the job Insights: Kenya Looks for a Public Relations Firmâ•…144 on the job Ethics: PR Firm Dropped by Wal-Mart for Ethical Lapsê•…145 on the job Insights: Your Choice: A Corporation or a PR Firm?â•…146 Summaryâ•…147 Case Activity: Planning a Career in Public Relationsâ•…148 Questions for Review and Discussionâ•… 148 Media Resourcesâ•…148 Part 2â•…Processâ•…149 Chapter The Role and Scope of Research in Public Relationsâ•… 149 The Importance of Researchâ•…150 Defining the Research Rolê•…150 Determining the Research Role and Scopê•…150 Using Researchâ•…151 A Variety of Research Techniquesâ•…153 Secondary Researchâ•…155 Online Databasesâ•…155 The World Wide Webâ•…157 Qualitative Researchâ•…158 Content Analysisâ•…158 Interviewsâ•…159 Focus Groupsâ•…159 Copy Testingâ•…161 Ethnographic Techniquesâ•…162 Quantitative Researchâ•…162 Random Samplingâ•…162 Sample Sizê•…163 Questionnaire Constructionâ•…164 Carefully Consider Wordingâ•…164 Avoid Loaded Questionsâ•…165 Consider Timing and Contextâ•…165 Avoid the Politically Correct Answerâ•…165 Give a Range of Possible Answersâ•…165 Use Scaled Answer Setsâ•…165 How to Reach Respondentsâ•…166 Mailed Questionnairesâ•…167 Chapter Telephone Surveysâ•…167 Personal Interviewsâ•…167 Omnibus or Piggyback Surveysâ•…168 Web and E-Mail Surveysâ•…168 Digital Analytics for Public Relationsâ•…169 Web Analyticsâ•…169 Social Media Monitoring Toolsâ•…169 Social Media Participatory Researchâ•…170 Web Analyticsâ•…170 Social Media Monitoring Toolsâ•…171 Social Media Participatory Researchâ•…173 on the job Social Media in Action: New Brunswick Targets Audiences Using Google Analyticsâ•…156 on the job A Multicultural World: Reaching a Diverse Audience about Electric Ratesâ•…160 on the job Ethics: Sex and Alcohol: The AMA’s News Releasê•…164 on the job Insights: Questionnaire Guidelinesâ•…166 PR Casebook: Research Provides Foundation for Cookie Campaignâ•…174 Summaryâ•…175 Case Activity: Conducting Research about Rumors in Real Timê•…175 Questions for Review and Discussionâ•…176 Media Resourcesâ•…176 The Public Relations Processâ•… 177 The Value of Planningâ•…178 Approaches to Planningâ•…178 Management by Objectivê•…178 An Agency Planning Modelâ•…180 Elements of a Program Planâ•…181 Situationâ•…182 Objectivesâ•…184 A01_WILC6586_11_SE_FM.indd Audiencê•…185 Strateg•…186 Tacticsâ•…187 Calendar/Timetablê•…189 Budgetâ•…192 Evaluationâ•…192 5/26/14 9:41 PM and getwhy That’s some I can’t sleep.’ really Hecall shook myself his head an Oxford ‘I want man.’ to wait Tomhere glanced till Daisy around goes to to see bed if we Good mirrored night,his oldunbelief sport.’ He But put wehis were hands all looking in his coat at Gatsby pockets‘Itand was turned an opportunity back eagerly theytogave his scrutiny to someofofthe thehouse, officersasafter though the Armistice,’ my presence he marred continued the ‘We sacredness could gooftothe any vigil of the So universities I walked away in England and left him or France.’ standing I wanted there intothe getmoonlight—watching up and slap him on the overback noth-I ing had Free one of eBooks those renewals at Planet of eBook.com complete 157 faithChapter in him that I couldn’t I’d experisleep enced all night; before.a Daisy fog-horn rose, was smiling groaning faintly, in- cessantly and went to onthe thetable Sound, ‘Open and the I tossed whiskey, half-sick Tom,’between she ordered grotesque ‘And reality I’ll make and you savage a mintfrightening julep Then dreams you won’t Toward seemdawn so stupid I heard to yourself a taxi go upLook Gatsby’s at thedrive mint!’and ‘Wait immediately a minute,’ Isnapped jumped out Tom, of ‘Ibed want andtobegan ask Mr to Gatsby dress—I one feltmore that Iquestion.’ had something ‘Go on,’ to Gatsby tell him,said something politely.to‘What warn kind him about of a row and are morning you trying would to cause be tooinlate my Crossing house anyhow?’ his lawnThey I sawwere that out his front in thedoor openwas at last still and openGatsby and hewas wasconleaning tent.against ‘He isn’ta causing table in the a row.’ hall,Daisy heavylooked with dejection desperately or sleep from one ‘Nothing to thehappened,’ other ‘You’re he said causing wanly a row ‘I waited, Please and have about a little fourself o’clock control.’ she ‘Self camecontrol!’ to the window repeated and Tom stood incredulously there for a minute ‘I suppose and the thenlatest turned thing outisthe to light.’ sit back Hisand house let Mr hadNobody never seemed from Nowhere so enormous make love to me to as your it did wife that Well, night if that’s when the we hunted idea youthrough can count the great me out rooms Nowadays for cig- arettes people We begin pushed by sneering aside curtains at familythat life were and family like pavilions institutions andand felt next over they’ll innumerable throw everyfeet ofthing dark overboard wall for electric and have light switches—once intermarriage between I tumbled black with and a sort of splash upon the keys of a ghostly piano There was an inexplicable amount of dust everywhere and the rooms were musty as though they hadn’t been aired for many days I found the humidor on an unfamiliar table with two stale dry cigarettes inside Throwing open the French windows of the drawing-room we sat smoking out into the darkness Contents on the job Insights: Social Media in Actionâ•…179 PR Casebook: Chase Sapphire Serves Up Foodie Experiencesâ•…183 on the job Insights: A New Frontier for Strategyâ•…187 on the job A Multicultural World: Latinas Don’t Walk, They Strut: A Celebration of Latin Stylê•…188 on the job Ethics: Grassroots Environmentalism: Conflict of Interest or a Win-Win?â•…190 Chapter on the job Insights: The “Big Picture” of Program Planningâ•…194 Summaryâ•…195 Case Activity: A Plan for Fair Trade Mojô•… 195 Questions for Review and Discussionâ•…195 Media Resourcesâ•…196 Communication Concepts and Practice in Public Relationsâ•… 197 The Goals of Communicationâ•…198 Implementing the Planâ•…198 A Public Relations Perspectivê•…198 Receiving the Messagê•…201 Five Communication Elementsâ•…201 The Importance of Two-Way Communicationâ•…202 Paying Attention to the Messagê•…204 Some Theoretical Perspectivesâ•…205 Other Attention-Getting Conceptsâ•…206 Understanding the Messagê•…208 Effective Use of Languagê•…208 Writing for Clarit•…208 Believing the Messagê•…212 Remembering the Messagê•…214 Acting on the Messagê•…215 The Five-Stage Adoption Processâ•…215 The Time Factorâ•…217 How Decisions Are Influencedâ•…217 Word-of-Mouth Campaignsâ•…218 Chapter on the job Social Media in Action: Nestlé Gets Bruised in Social Media Fight with Greenpeacê•…203 PR Casebook: Mobile on the John: A Public Relations Firm Scores a Royal Flushâ•…207 on the job Insights: Hit Parade of Overused Words in News Releases â•…211 on the job Insights: Are Women Better Communicators Than Men?â•…213 on the job Insights: New and Improved Press Releases Still Achieve Communication Objectivesâ•…219 on the job Ethics: eWOM Poses Ethical Challengesâ•…220 Summaryâ•…220 Case Activity: A New Campaign to Combat Heart Diseasê•…221 Questions for Review and Discussionâ•…222 Media Resourcesâ•…222 Evaluation and Measurement of Public Relations Programsâ•… 223 The Purpose of Evaluationâ•…224 Objectives: A Prerequisite for Evaluationâ•…224 Current Status of Measurement and Evaluationâ•…225 Measurement of Productionâ•…226 Measurement of Message Exposurê•…227 Media Impressionsâ•…229 Basic Web Analyticsâ•…230 Advertising Value Equivalency (AVE)â•…230 Systematic Trackingâ•…232 Requests and 800 Numbersâ•…234 Return on Investment (ROI)â•…234 Measurement of Audience Awarenessâ•…235 Measurement of Audience Attitudesâ•…236 A01_WILC6586_11_SE_FM.indd Measurement of Audience Actionâ•…236 Measurement of Supplemental Activitiesâ•…239 Communication Auditsâ•…239 Pilot Tests and Split Messagesâ•…239 Meeting and Event Attendancê•…240 Newsletter Readershipâ•…240 on the job Insights: Effectiveness of Measurement Toolsâ•…227 on the job Insights: Measuring Effectiveness on the Webâ•…228 on the job A Multicultural World: YouTube Videos Promote World Water Dayâ•…231 on the job Ethics: The New Math: Ad Rates versus News Coveragê•…233 5/26/14 9:41 PM