Ebook Cutlip and Centers: Effective public relations (11th edition) Glen M. Broom, BeyLing Sha

Ebook Cutlip and Centers: Effective public relations (11th edition) offers students the gold standard in public relations, providing the most uptodate reference in the market. This edition features several new chapters, examples, and information on how social media and globalization are shaping PR. 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.

Eleventh Edition

Cutlip and Center’s Effective Public Relations

Eleventh EditionGlen M Broom, Ph.D

Professor EmeritusBey-Ling Sha, Ph.D., APRAssociate Professor

School of Journalism and Media StudiesSan Diego State University

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Library of Congress Cataloging-in-Publication DataBroom, Glen M

 Cutlip and Center’s effective public relations / Glen M Broom, Bey-LingSha.—11th ed

  p. cm

 Includes bibliographical references and index

 ISBN-13: 978-0-13-266915-3 (alk paper) ISBN-10: 0-13-266915-3 (alk paper)

 1. Public relations. I. Sha, Bey-Ling. II. Title. III. Title: Effectivepublic relations

 HM1221.C88 2013 659.2—dc23

2012008760

ISBN 10:     0-13-266915-3ISBN 13: 978-0-13-266915-3

To our students in our classrooms and former studentsin the practice andacademe, whose feedback andcontributions have helped shape the eleventhedition.

Brief Contents

1 Preface xv

1 Part I Concept, Practitioners, Context, and Origins 1

1 Chapter 1 Introduction to Contemporary Public Relations 2

2 Chapter 2 Practitioners of Public Relations 24

3 Chapter 3 Organizational Settings 45

4 Chapter 4 Historical Origins and Evolution 74

2 Part II Foundations 105

1 Chapter 5 Professionalism and Ethics 106

2 Chapter 6 Legal Considerations 127

3 Chapter 7 Theoretical Underpinnings: Adjustment and Adaptation148

4 Chapter 8 Communication Theories and Contexts 167

5 Chapter 9 Internal Relations and Employee Communication 188

6 Chapter 10 External Media and Media Relations 209

3 Part III Management Process 237

1 Chapter 11 Step One: Defining Public Relations Problems 238

2 Chapter 12 Step Two: Planning and Programming 263

3 Chapter 13 Step Three: Taking Action and Communicating 287

4 Chapter 14 Step Four: Evaluating the Program 312

4 Part IV The Practice 337

1 Chapter 15 Business and Industry 338

2 Chapter 16 Government and Politics 349

3 Chapter 17 Military Public Affairs 368

4 Chapter 18 Nonprofits and Nongovernmental Organizations 376

5 Chapter 19 Health Care 391

6 Chapter 20 Education 402

7 Chapter 21 Associations and Unions 411

1 Preface xv

1 Part I Concept, Practitioners, Context,and Origins 1

1 Chapter 1 Introduction to Contemporary Public Relations 2

1 Attempts to Define Public Relations 4

2 Defining Contemporary Public Relations 5

3 Confusion with Marketing 5

4 Parts of the Function 6

2 Chapter 2 Practitioners of Public Relations 24

1 Numbers and Distribution 25

3 Chapter 3 Organizational Settings 45

1 Origins Within Organizations 46

2 Public Relations Starts with Top Management 47

3 Role in Decision Making 49

4 The Internal Department 52

5 Working with other Departments 57

6 The Outside Counseling Firm 61

4 Stages of Development 82

5 Seedbed Era: 1900–1916 83

6 World War I Period: 1917–1918 89

7 Booming Twenties Era: 1919–1929 91

8 Roosevelt Era and World War II: 1930–1945 94

9 Postwar Boom: 1946–1964 95

10 Period of Protest and Empowerment: 1965–1985 98

11 Digital Age and Globalization: 1986–Present 101

3 Specialized Educational Preparation 112

4 Research and the body of Knowledge 114

5 Ethical Foundations of Professionalism 116

6 Codes of Ethics 119

7 Accountability: Licensing and Accreditation 121

8 Winning Acceptance and Stature 123

9 Toward a Promising Future 123

2 The First Amendment 128

3 Free Press and Media Relations 129

4 Government Access and Public Affairs 131

5 Corporate Expression 132

6 Lobbying 134

7 Employee and Labor Relations 135

8 Public Companies and Investor Relations 137

9 Protecting Public Relations Materials 139

10 Reputation, Defamation and Privacy 141

11 Litigation Public Relations 144

12 Closing Thoughts 145

1 Notes 145

2 Study Guide 147

3 Additional Sources 147

3 Chapter 7 Theoretical Underpinnings: Adjustment and Adaptation148

1 The Ecological Approach 149

2 Tracking the Trends 149

3 A Systems Perspective 151

4 Open and Closed Systems 155

5 Goal States, Structure, and Process 156

6 Cybernetics in Open Systems 157

7 Open Systems Model of Public Relations 160

1 Notes 164

2 Study Guide 165

3 Additional Sources 165

4 Chapter 8 Communication Theories and Contexts 167

1 Dissemination Versus Communication 168

2 Elements of the Mass Communication Model 169

3 Mass Communication Effects 172

4 Public Opinion Contexts 177

5 Orientation and Coorientation 179

1 Notes 185

2 Study Guide 187

3 Additional Sources 187

5 Chapter 9 Internal Relations and Employee Communication 188

1 Importance of Internal Relations 189

6 Chapter 10 External Media and Media Relations 209

1 Traditional Media, New Uses 210

2 New Media, New Challenges and Opportunities 221

3 Working with the Media 226

1 Notes 233

2 Study Guide 236

3 Additional Sources 236

3 Part III Management Process 237

1 Chapter 11 Step One: Defining Public Relations Problems 238

1 Management Process 239

2 Role of Research in Strategic Planning 240

3 Research Attitude 242

4 Listening As Systematic Research 243

5 Defining Public Relations Problems 244

2 Chapter 12 Step Two: Planning and Programming 263

1 Public Relations Goals 264

2 Public Relations Planning 265

3 Target Publics 267

4 Program Objectives 270

5 Strategies and Tactics 273

6 The Public Relations Plan 275

7 Planning for Program Implementation 280

8 Summary 284

1 Notes 284

2 Study Guide 286

3 Additional Sources 286

3 Chapter 13 Step Three: Taking Action and Communicating 287

1 The Action Program 288

2 The Communication Program 290

4 Chapter 14 Step Four: Evaluating the Program 312

1 The Push for Measurable Results 313

2 Preparing for Evaluation 315

3 Evaluation Research Process 316

4 Evaluation Research Steps 317

5 Levels of Program Evaluation 319

6 Interpreting and Using Results of Evaluation 332

1 Notes 334

2 Study Guide 335

3 Additional Sources 335

4 Part IV The Practice 337

1 Chapter 15 Business and Industry 338

1 Public Relations in Corporate Organizations 339

2 Corporate Social Responsibility 340

2 Chapter 16 Government and Politics 349

1 The Goals of Public Affairs in Government 350

2 Informing Constituents 350

3 Ensuring Active Cooperation in Government Programs 355

4 Fostering Citizen Participation and Support 356

5 Serving as the Public’s Advocate 358

6 Electronic Government and Citizen Participation 358

7 Managing Information Internally 359

8 Facilitating Media Relations 360

9 Building Community and Nation 360

10 Barriers to Effective Government Public Affairs 361

11 Government–Media Relations 364

1 Notes 366

2 Study Guide 367

3 Additional Sources 367

3 Chapter 17 Military Public Affairs 368

1 Public Relations Is Public Affairs in the Military 369

2 Unique Challenges in the Military Setting 370

3 The Need for Transparency and Engagement 371

1 Notes 375

2 Study Guide 375

3 Additional Sources 375

4 Websites 375

4 Chapter 18 Nonprofits and Nongovernmental Organizations 376

1 The Third Sector 376

2 Role of Public Relations in Nonprofit Organizations 380

3 Foundations 383

4 Social Service Agencies 383

5 Faith-Based and Other Nonprofit Organizations 385

6 Nongovernmental Organizations 386

1 Notes 388

2 Study Guide 390

3 Additional Sources 390

5 Chapter 19 Health Care 391

1 Practicing in the Era of Health Reform 392

2 The Public Relations Difference in Health Care 393

3 Supporting, Promoting, and Protecting the Brand 394

4 Employee Communication in Health Care 396

5 Integrated Communication Enhances Results 397

6 Focusing Public Relations Efforts 397

7 Blurring of Traditional and Social Media 397

8 Proactively Managing and Mitigating Issues 399

9 A Voice at the Leadership Table 400

1 Notes 400

2 Study Guide 401

3 Additional Resources 401

6 Chapter 20 Education 402

1 Issues Impacting Education: Funding, Accountability, Choice403

2 The Role of Public Relations for Public Schools 404

3 Issues Affecting Higher Education Public Relations 408

Beginning with the first edition in 1952, Effective Public Relations (EPR) hasintroduced the theory and principles of public relations, schooled its

practitioners, and served as a reference for those in the calling worldwide

This eleventh edition begins its seventh decade of advancing public relationstoward professional status

What’s New In the Eleventh Edition

of Effective Public Relations

A new co-author brings new perspective, insight and content to theeleventh edition

Each chapter begins with “Learning Outcomes” and ends with relatedquestions in a“Study Guide.”

Considerations of social media and other new media technologies areincorporated throughout the text

New case examples and illustrations throughout give chapter content

“real-world” context and global perspective

New sections outline challenges faced by public relations practitioners,including those related to diversity and professionalism

Expanded sections on measurement, evaluation and metrics

Legal aspects of public relations practice are more clearly articulatedand presented in the context of specific public relations concerns

New sections on message crafting, message framing, and messageencoding and decoding offer concrete, yet theory-grounded tips for

Nonprofits and Nongovernmental Organizations, Heath Care, Education,and Associations and Unions.

EPR Through The Years

For many years, students and practitioners alike referred to the book simply

as “Cutlip and Center,” using the original authors’ names instead of the actualtitle Scott M Cutlip and Allen H Center created the book that made publicrelations education an academic area of study on university and college

campuses Many of their ideas and ambitions in the early editions still serve

as beacons guiding public relations education and practice

EPR is known to many as “the bible of public relations.” “After all,” as onelongtime counselor and consultant said, “It was Cutlip and Center, as much

as anyone, who gave those of us who strayed or wandered into the professionfrom journalism and other professional pursuits, a sense of substance andlegitimacy about practicing our adopted craft.”1

1 Stephen H Baer, Fellow, PRSA, writing in a book review published inPublic Relations Review 18, no 4 (Winter 1992): 392

In the early years, EPR served as the comprehensive encyclopedia of publicrelations, but no longer is that its role The body of knowledge that todayunderpins both public relations education and professional practice extendswell beyond the limits of a single book or an introductory course Yet EPRremains the basic reference for the field worldwide It is the public relationsbook most frequently used by those preparing for accreditation examinations,most frequently cited in public relations literature, most widely used in

English worldwide, and most-often translated into other languages EPR hasbeen translated into the languages of Bulgaria, China, Indonesia, Italy, Japan,Korea, Latvia, Russia, and Spain As one reviewer said, “ ‘Cutlip, Center, andBroom’ . . . [is] the standard against which all basic public relations textbooksare measured.”2

2 Donald K Wright, “Review of Public Relations Literature: BasicTextbooks,” Public Relations Review 22, no 4 (Winter 1996): 380

Surely, Cutlip and Center created the franchise that remains Effective PublicRelations, but neither had been active after the sixth edition (1985) Cutlipdied in 2000 and Center in 2005, but their influence and ambitions for thefield continue to be reflected in Cutlip and Center’s Effective Public

Relations, eleventh edition; thus, their names are again above the title (Readmore about Cutlip and Center in Chapter 4, pages 97 and 98)

The many editions of EPR reflect an evolving practice based increasingly onprofessional standards, theory, and principles, as well as on a requirement ofspecialized educational preparation for entry and advancement This is Glen

M Broom’s sixth edition and Bey-Ling Sha’s first Keeping the bookrelevant is both our challenge and our commitment to maintaining itslongtime legacy in public relations Our mission in this edition is to advanceprofessional standards in both public relations education and practice

What you will learn in EPR

First, when you study this edition of EPR, you will learn basic concepts aboutwhat public relations is and is not and how it evolved to today’s practice

Second, you will learn the values, theories, principles, and managementprocess that guide the practice (Other public relations books and coursescover writing techniques and detailed management case studies EPR doesnot.) Third, you will gain knowledge of updated information and examples tohelp you understand contemporary public relations practice in a variety ofsettings Each chapter begins with a list of learning outcomes to help youfocus your study and to master the material and ends with a list of studyquestions to help you determine if you achieved the intended outcomes

EPR comprises four parts: Part I (Chapters 1– 4)—Concept, Practitioners,Context, and Historical Origins; Part II (Chapters 5– 10)—Foundations; PartIII (Chapters 11– 14)—Management Process; and Part IV (Chapters 15– 21)

—The Practice

In short, the book covers a broad range of public relations theory andpractice However, EPR does not trivialize public relations by presentingbrief, oversimplified case studies Rather, EPR gives you a foundation forsubsequent courses and books devoted to developing and implementingprogram tactics, and to analyzing in-depth cases This also is not a chest-thumping “how-I-saved-the-day” book that claims to show how to succeed inpublic relations without having a foundation based on the body of

knowledge

Following is an annotated description of each chapter:

Chapter 1, “Introduction to Contemporary Public Relations,” introducesthe concept of contemporary public relations and defines terms oftenconfused with the practice Most importantly, it introduces a set of “coreaxioms” that spells out the principles and values central to contemporarypractice (Exhibit 1.4, page 23)

Chapter 2, “Practitioners of Public Relations,” presents recent data onemployment, salary, diversity, population demographic changes, and thefeminization of the field “Day in the Life of . . . ” exhibits introduce you

to practitioners’ work in internal departments and outside publicrelations firms, as well as the roles they play in organizations

Chapter 3, “Organizational Settings,” gives public relations workcontext by explaining how organizational settings and other factorsinfluence the practice and outlines how public relations often begins anddevelops in organizations The chapter also outlines the pluses and

minuses of establishing an internal department versus retaining outsidecounsel and presents data on major national and international firms

Chapter 4, “Historical Origins and Evolution,” describes how thepractice has evolved, identifies historical leaders who led the evolution,and traces the origins of current practice In addition to discussing the

contributions of founders such as Ivy Lee, Edward Bernays, and DorisFleischman, the chapter features the contributions of twentieth-centuryleaders, including Harold Burson, Allen Center, Scott Cutlip, DanielEdelman, Tim Traverse-Healy, Inez Kaiser, and Betsy Plank.

Chapter 5, “Professionalism and Ethics,” introduces the professional andethical principles that underpin the practice Supplemental exhibits

document the development of public relations outside the United States,particularly in Australia, Sweden, and China, as well as with The GlobalAlliance for Public Relations and Communication Management Thechapter also outlines the professionalization of the field through

specialized education, accreditation, and licensing

Chapter 6, “Legal Considerations,” summarizes the legal considerationsvital to public relations practice in the United States and gives examples

of how the law in other countries impacts the practice Sectionsregarding the First Amendment, public access to governmentinformation, corporate expression, lobbying, employee and laborrelations, investor relations, copyright law, defamation, and privacy allexplicitly connect legal issues to specific areas and elements of publicrelations practice

Chapter 7, “Theoretical Underpinnings: Adjustment and Adaptation,”

outlines a theoretical foundation for the practice—systems theory Itdistinguishes between an “open system” approach and the reactive

“closed system,” approach that all too often characterizes the practice

Based on the systems perspective of how organizations adjust and adapt

to environmental change pressures, the discussion concludes with apresentation of an open systems model for public relations

Chapter 8, “Communication Theories and Contexts,” presentscommunication and public opinion theories and models essential tounderstanding the function of public relations in organizations andsociety Within a systems theory framework, the chapter outlines themajor effects of public relations communication and the contexts anddimensions of public opinion It concludes with a discussion of

individual orientation, social consensus, and organization–publicrelationships

Chapter 9, “Internal Relations and Employee Communication,” definesthe intra-organizational part of public relations practice and its role inorganizations It discusses organizational culture and the application ofsystems theory to employee communication programs It also covers themajor goals of employee communication, the regulatory aspects of

internal relations, and traditional and new media for communicatingwith internal publics

Chapter 10, “ External Media and Media Relations,” provides detaileddiscussion of the traditional and new media for communicating programmessages to external publics It also covers new uses of old media andhow new media—blogs, e-mail, social media, and so on—have changedorganization–public interactions in the digital communication world

The chapter concludes with a discussion of how to work with the media

in order to build and maintain good media relations

Chapter 11, “ Step One: Defining Public Relations Problems,” appliestheory to practice by outlining the “four-step public relations process.”

The model demonstrates the logic of using research to “benchmark” thebeginning of the program by defining problems and setting programgoals (The model is repeated in Chapter 14 to illustrate the three phases

of evaluation and to close the loop on benchmarking.) Chapter 11

discusses the differences between informal and formal research methodsand describes technology used to gather data for detecting, exploring,and describing public relations situations

Chapter 12, “Step Two: Planning and Programming,” builds a rationalefor strategic planning, using many examples to illustrate key concepts Itexpands the traditional four-step public relations process presented in

Chapter 11 into a detailed 10-step strategic planning outline, clarifyingthe difference between strategy and tactics The steps include how toidentify publics, how to write objectives for each target public, and how

to apply working theory to developing program strategy

Chapter 13, “Step Three: Taking Action and Communicating,”

illustrates major tactics for implementing program strategy, groundingthem in theoretical principles It emphasizes that taking action is

necessary—particularly corrective action—in addition to

communication Examples from practice illustrate crafting, framing, anddisseminating effective messages The discussion also covers the

diffusion process and the role of opinion leaders in public relationscommunication

Chapter 14, “Step Four: Evaluating the Program,” outlines how to trackprogram progress and how to assess impact The discussion of the threephases of program evaluation—preparation, implementation, and impact

—includes numerous models and examples to illustrate and clarify thesteps of program evaluation The chapter also covers practical researchmethods used in program evaluation, including a discussion of how touse content analysis for tracking program implementation and surveyresearch to measure program impact

Chapter 15, “Business and Industry,” outlines how the practice incorporate settings is different from that in other settings In addition, thechapter describes the role of public relations in corporate social

responsibility, corporate philanthropy, and corporate finance It reflectsthe growing interest in protecting corporate reputations and buildingpublic trust following two decades of corporate scandals and financialmalfeasance exposés The discussion also addresses social media andglobalization, as well as their impact on corporate practice

Chapter 16, “Government and Politics,” covers the goals of governmentpublic relations, or as it is called in government—“public affairs.” Goalsinclude informing constituents, promoting citizen participation,

advocating public views to government decision makers, managinginternal communication, facilitating media relations, and supportingsocial and development programs Additionally, the chapter describesbarriers to effective government practice, explains how technology ischanging government public affairs, and discusses public affairs’ role ininternational relations

Chapter 17, “Military Public Affairs,” discusses the roles and goals ofpublic relations in the military branches It also outlines how militarypublic affairs differs from the practice in other government agencies andother organizational settings It points out the unique challenges

and barriers military public affairs officers face in the era of

public-demanded transparency, operational engagement, and media scrutiny.

The chapter ends with a discussion of efforts to professionalize themilitary public affairs officers and staff

Chapter 18, “Nonprofits and Nongovernmental Organizations,” coverspublic relations practice in the broad range of not-for-profit

organizations known as “The Third Sector.” It discusses how reducedgovernment budgets have forced private groups to take on many formertasks of government, thus creating greater need for volunteers and

philanthropic support, and an expanded role for public relations insecuring both It concludes with a discussion of the role of publicrelations in faith-based and nongovernmental organizations (NGOs)

Chapter 19, “Health Care,” outlines the challenges and opportunities ofpublic relations practice in the era of health care reform It discusseshow the practice in health care settings has to protect patient privacy,communicate about complex issues, and deal with the impact of socialmedia It also covers the connection between internal (employee)

communication and external public relations programming, as well asthe increasingly important role that public relations plays as the healthcare industry adjusts to economic, social, and technological changes

Chapter 20, “Education,” sets the stage by outlining the role ofeducation in the global economy It discusses issues and trendsimpacting educational institutions at all levels—preschool to university,public and private Access to education is a global concern, with concernabout funding, accountability for educational outcomes, and school

choice driving much of the practice in education public relations Thechapter concludes with an outline of public relations goals and

challenges unique to higher education

Chapter 21, “Associations and Unions,” begins with a discussion of thedifferent types of associations and the roles they play in society It

outlines the challenges public relations practitioners face in working onbehalf of associations, as well as the nature of association public

relations programs “The Problem of Strikes” suggests the special publicrelations challenges facing practitioners representing labor unions as

they attempt to mobilize members and tell their story to gain public

support for labor.

Contributors

Former students formed a pipeline of new information and examples for thisedition, for which we are grateful and in their debt Five students took on thetask of helping update previous chapters or writing new chapters StephanieCasenza, APR, Executive Director, Peralta Colleges Foundation, Oakland,Calif., helped create the new Chapter 21 on public relations in educationsettings Scott Farrell, President, Global Corporate Communications,GolinHarris, Chicago, Ill., updated Chapter 15 about public relations inbusiness and industry Diane Gage-Lofgren, APR, Fellow PRSA, Senior VicePresident of Brand Strategy, Communication, and Public Relations, KaiserPermanente, Oakland, Calif., (along with colleague Jon Stewart, SeniorProject Director) added the new chapter on public relations in health care

Jim McBride, president of McBride Communications, Poway, Calif., andlecturer, School of Journalism and Media Studies, San Diego State

University, revised his chapter on public relations in the “The ThirdSector”—Chapter 18 on public relations in nonprofits and nongovernmentalorganizations And T McCreary, Rear Admiral, U.S Navy (retired), Lorton,Va., now President, Military.com, contributed the new Chapter 17 on militarypublic affairs

Other former students contributing include Mark S Cox, APR, Director ofPublic Communications, City of Chesapeake, Va.; Vanessa Curtis, SeniorAccount Executive, Lizzie Grubman Public Relations, New York, NY; GregDavy, Communications Specialist, Williamsburg-James City County PublicSchools, Williamsburg, Virginia; Rachel Kay, Principal, Rachel Kay PublicRelations, Solana Beach, Calif.; Suman Lee, Ph.D., Associate Professor,Greenlee School of Journalism and Communication, Iowa State University,Ames, Iowa; and Commander Wendy L Snyder, APR, U.S Navy, Pentagon,Washington D.C

Colleagues in the practice contributed much to this edition George D

Lennon, Director for Public Affairs, National Science Foundation, Arlington,Va., updated his Chapter 16 on government and politics Other contributors

listed in the text chapters include Walter Barlow, President, ResearchStrategies Corporation, Princeton, New Jersey; Janet M Bedrosian, APR,Deputy State Director (retired), Bureau of Land Management, Sacramento,Calif.; Ed Davis, Director of Media and Public Relations, United Way ofGreater Houston, Texas; Lawrence G Foster, Corporate Vice President–

Public Relations (retired), Johnson & Johnson, New Brunswick, New Jersey;

Elizabeth Dougall, Ph.D., Executive General Manager, Rowland, Brisbane,Queensland, Australia; Bill Furlow, Partner, Furlow Communications,

Natchez, Miss.; Julia McHugh, APR, Director of Public Relations, SantaBarbara Zoo, Santa Barbara, Calif.; David B McKinney, APR, ABC, SeniorCommunications Manager (retired), Shell Oil Company, Houston, Texas;

Debra Lynn Ross, Director, Corporate Communications, Consorta, Inc.,Schaumburg, Ill.; and Wendy Harman, Director, Social Strategy, AmericanRed Cross, Washington, D.C

Colleagues in the academy made significant contributions to the eleventhedition and are credited in the text Those include James Everett, Ph.D.,Professor and Chair, Department of Communication, Coastal CarolinaUniversity, Conway, S.C.; Rochelle L Ford, Ph.D., APR, Associate Dean,Research and Academic Affairs, John H Johnson School of

Communications, Howard University, Washington, D.C.; Larsåke Larsson,Ph.D., Professor, Örebro University, Sweden; Ming Anxiang, Professor,Institute of Journalism & Communication, Chinese Academy of SocialSciences, Beijing; Juan-Carlos Molleda, Ph.D., Associate Professor, College

of Journalism and Communications, University of Florida, Gainesville; KayeSweetser, Ph.D., APR+M, Associate Professor, Grady College of Journalismand Mass Communication, University of Georgia, Athens; and Robina

Xavier, FPRIA, Associate Professor and Head of the School of Advertising,Marketing and Public Relations, Queensland University of Technology,

Brisbane, Australia, and President, Public Relations Institute of Australia

Alas, we cannot list all the former students and colleagues in education and inthe practice who contributed to this edition They will recognize how theirfeedback changed and improved the book Many responded to our requestsfor help, while others cited in the book contributed through their own

writings We could not have revised the book for the eleventh edition withoutthe support, suggestions, and critical analysis of such friends and colleagues

We thank them all and hope that you also will be as generous with yourfeedback and suggestions as you study this eleventh edition.

Pearson Prentice Hall editors provided able assistance and firm direction ingetting this edition produced: Erin Gardner, Marketing Editor, joined theteam at mid-point, and Kierra Bloom, Senior Editorial Product Manager,Business Publishing, and Clara Bartunek, Project Manager, guided theprocess from manuscript to an actual book George Jacob, Integra, made surethat the words you are reading made sense and were spelled correctly Weappreciated their help in producing the eleventh edition and relieve them ofany responsibility for problems created by the authors

We hope this book helps you prepare for the challenging and rewardingcalling of building organization–public relationships Best wishes for success

in that mission

Glen M Broom, Ph.D., and Bey-Ling Sha, Ph.D., APR

About The Authors Glen M Broom

is professor emeritus, School of Journalism and Media Studies, San DiegoState University, where he served on the faculty from 1979 to 2007 Hebegan his academic career as head of the public relations sequence at theUniversity of Wisconsin–Madison He served as Times-Mirror CentennialVisiting Professor at the University of Texas-Austin; as adjunct professor atQueensland University of Technology in Brisbane, Australia; and as visitingprofessor at universities in Sydney and Melbourne, Australia

Broom earned bachelor’s and master’s degrees from the University of Illinoisand a Ph.D from the University of Wisconsin–Madison His professional

career began as assistant editor in the U of I Cooperative Extension Service

He later became part owner and vice president–director of public relations,Applied Behavioral Science, Inc., then a Chicago-based management trainingand consulting firm

Broom authored or coauthored the sixth through eleventh editions of Cutlip

and Center’s Effective Public Relations and coauthored Using Research inPublic Relations (Prentice-Hall, 1990) His awards and recognitions includethe Public Relations Society of America’s (PRSA) 1991 Outstanding

Educator Award, the PRSA Foundation’s 1993 Jackson, Jackson & WagnerBehavioral Science Award, and the International Communication

Association’s 1998 PRide Award for Research Article

Bey-Ling Sha

is associate professor in the School of Journalism and Media Studies, SanDiego State University Her research has been published in various scholarlyjournals and book chapters, and she has won top-paper honors from all fivemajor communication and public relations associations in the United States

For her teaching, Sha won the 2007 Outstanding Faculty Award from SanDiego State University and the 2004 Outstanding Faculty Award from theUniversity of Maryland, College Park

Before becoming a full-time educator, Sha worked as a public affairs officerfor the U.S Census Bureau, where she helped oversee the execution andevaluation of the Census 2000 promotional campaign, which won a 2001Silver Anvil Award of Excellence from the Public Relations Society ofAmerica The PRSA San Diego chapter named Sha its 2007 Professional ofthe Year Her pro bono professional work won the 2010 Outstanding

Advocacy Award from the National PTA® and the 2005 President’s Awardfrom the International Listening Association

Sha holds a B.A in communication and in French from Purdue Universityand an M.A in journalism and a Ph.D in mass communication from theUniversity of Maryland She is accredited in public relations by the UniversalAccreditation Board.

1 Photo of President Obama and Press Secretary Jay Carney:

What role does public relations staff play in setting policy and makingmanagement decisions, much as Press Secretary Jay Carney does forPresident Barack Obama? See pages 49–51 (Official Whitehouse photo byPete Souza)

2 Photo of World War I poster, “Under Four Flags”:

Learn how President Woodrow Wilson's World War I “Committee on PublicInformation” introduced social science to what is now called “public

relations.” See page 90

3 Photo of California condors:

How did research change the Santa Barbara Zoo's public relations strategy foropening the new $7.5 million “California Trails” exhibit featuring the

endangered California condors? See page 249 (Photo by Sheri Horiszny,Santa Barbara Zoo)

Part I Concept, Practitioners, Context, and Origins

1 Chapter 1 Introduction to Contemporary Public Relations

2 Chapter 2 Practitioners of Public Relations

3 Chapter 3 Organizational Settings

4 Chapter 4 Historical Origins and Evolution

Chapter 1 Introduction to Contemporary Public Relations Learning Outcomes

After studying Chapter 1 this chapter you should be able to:

1 Define public relations as the management function that builds andmaintains relationships between organizations and their publics

2 Distinguish between public relations and marketing, identifying theexchange between provider and customer as the distinguishing

characteristic of marketing relationships

3 Describe and differentiate among related concepts—publicity,advertising, press agentry, employee relations, community relations,public affairs, issues management, crisis communication, lobbying,investor relations, and development

4 Outline how public relations helps improve organizations and society

Public relations is the management function that establishes andmaintainsmutually beneficial relationships between an organization andthe publicson whom its success or failure depends

Individuals and groups have always entered into relationships in order tosatisfy mutual wants and needs In the interconnected global community,however, increasing interdependence requires even more complex social,political, and economic interaction As a result, establishing and maintainingrelationships at all levels of social systems have become important areas ofscholarly study and professional practice

For example, human relations, marital relations, and interpersonal relations

describe the study and management of relationships between individuals Atthe other extreme, international relations deals with relationships amongnations in the largest social system Courses and books are devoted to thestudy of all these relationships, as well as relationships in families, workteams, groups, organizations, communities, and other social entities.

This book is about relationships between organizations and their stakeholderpublics—people who are somehow mutually involved or interdependent withorganizations The term “public relations” refers to the management of

organization–public relationships and is one of the fastest-growing fields ofprofessional employment worldwide

In everyday conversation and in the media, however, people use “publicrelations” to refer to many things, and often not in a positive way Forexample, some say “it’s just public relations” to describe what they consider

to be an insincere public gesture Others say it is “good public relations” or

“great PR” if something appears