Ebook Public Relations Strategies and Tactics

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. 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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