Ebook Public relations (2nd edition) presents a clear, engaging and contemporary picture of public relations principles while seamlessly integrating technical and cultural shifts brought about by the rise of social media. Both its professional relevance and digital savvy make this text the new standard for introductory public relations courses. 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.
y the time I had the number it was long after five and no one answered the phone ‘Will you ring again?’ ‘I’ve rung them three times.’ ‘It’s very important.’ ‘Sorry I’m afraid no one’s there.’ I went back to the drawing room and thought for an in- stant that they were chance visitors, all these official people who suddenly filled it But as they drew back the sheet and looked at Gatsby with unmoved eyes, his protest continued in my brain ‘Look here, old sport, you’ve got to get somebody for me You’ve got to try hard I can’t go through this alone.’ Some one started to ask me questions but I broke away and going upstairs looked hastily through the unlocked parts of his desk—he’d never told me definitely that his par- ents were dead But there was nothing—only the picture of Dan Cody, a token of forgotten violence staring down from the wall Next morning I sent the butler to New York with a letter to Wolfshiem which asked for information and urged him to come out on the next train That request seemed super- fluous when I wrote it I was sure he’d start when he saw the newspapers, just as I was sure there’d be a wire from Daisy before noon—but neither a wire nor Mr Wolfshiem arrived, no one arrived except more police and photographers and newspaper men When the butler brought back Wolfshiem atsby and me against them all ‘Will you ring again?’ ‘I’ve rung them three times.’ ‘It’s very important.’ ‘Sorry I’m afraid no one’s there.’ I went back to the drawing room and thought for an in- stant that they were chance visitors, all these official people who suddenly filled it But as they drew back the sheet and looked at Gatsby with unmoved eyes, his protest continued in my brain ‘Look here, old sport, you’ve got to get somebody for me You’ve got to try hard I can’t go through this alone.’ Some one started to ask me questions but I broke away and going upstairs looked hastily through the unlocked parts of his desk—he’d never told me definitely that his par- ents were dead But there was nothing—only the picture of Dan Cody, a token of forgotten violence staring down from the wall Next morning I sent the butler to New York with a letter to Wolfshiem which asked for information and urged him to come out on the next train That request seemed super- fluous when I wrote it I was sure he’d start when he saw the newspapers, just as I was sure there’d be a wire from Daisy before noon—but neither a wire nor Mr Wolfshiem arrived, no one arrived except more police and photographers and newspaper men When the butler brought back Wolfshiem’s answer I began to have a feeling of defiance, of scornful soli- Public Relations SECOND EDITION Tom Kelleher University of Florida New York Oxford OXFORD UNIVERSITY PRESS ‘Will you ring again?’ ‘I’ve rung them three times.’ ‘It’s very important.’ ‘Sorry I’m afraid no one’s there.’ I went back to the drawing room and thought for an in- stant that they were chance visitors, all these official people who suddenly filled it But as they drew back the sheet and looked at Gatsby with unmoved eyes, his protest continued in my brain ‘Look here, old sport, you’ve got to get somebody for me You’ve got to try hard I can’t go through this alone.’ Some one started to ask me questions but I broke away and going upstairs looked hastily through the unlocked parts of his desk—he’d never told me definitely that his par- ents were dead But there was nothing—only the picture of Dan Cody, a token of forgotten violence staring down from the wall Next morning I sent the butler to New York with a letter to Wolfshiem which asked for information and urged him to come out on the next train That request seemed super- fluous when I wrote it I was sure he’d start when he saw the newspapers, just as I was sure there’d be a wire from Daisy before noon—but neither a wire nor Mr Wolfshiem arrived, no one arrived except more police and photographers and newspaper men When the butler brought back Wolfshiem’s answer I began to have a feeling of defiance, of scornful soli- Oxford University Press is a department of the University of Oxford It furthers the University’s objective of excellence in research, scholarship, and education by publishing worldwide Oxford is a registered trade mark of Oxford University Press in the UK and certain other countries Published in the United States of America by Oxford University Press 198 Madison Avenue, New York, NY 10016, United States of America © 2018, 2021 by Oxford University Press For titles covered by Section 112 of the US Higher Education Opportunity Act, please visit www.oup.com/us/he for the latest information about pricing and alternate formats 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, without the prior permission in writing of Oxford University Press, or as expressly permitted by law, by license, or under terms agreed with the appropriate reproduction rights organization Inquiries concerning reproduction outside the scope of the above should be sent to the Rights Department, Oxford University Press, at the address above You must not circulate this work in any other form and you must impose this same condition on any acquirer Library of Congress Cataloging-in-Publication Data Names: Kelleher, Tom (Tom A.), author Title: Public relations / Tom Kelleher, University of Florida Description: Second edition | New York : Oxford University Press, [2021] | Includes bibliographical references and index Identifiers: LCCN 2019034697 (print) | LCCN 2019034698 (ebook) | ISBN 9780190925093 (paperback) | ISBN 9780190925109 (epub) Subjects: LCSH: Public relations Classification: LCC HD59 K45 2021 (print) | LCC HD59 (ebook) | DDC 659.2—dc23 LC record available at https://lccn.loc.gov/2019034697 LC ebook record available at https://lccn.loc.gov/2019034698 9 8 7 6 5 4 3 2 1 Printed in Mexico by Quad/Mexico ‘Will you ring again?’ ‘I’ve rung them three times.’ ‘It’s very important.’ ‘Sorry I’m afraid no one’s there.’ I went back to the drawing room and thought for an in- stant that they were chance visitors, all these official people who suddenly filled it But as they drew back the sheet and looked at Gatsby with unmoved eyes, his protest continued in my brain ‘Look here, old sport, you’ve got to get somebody for me You’ve got to try hard I can’t go through this alone.’ Some one started to ask me questions but I broke away and going upstairs looked hastily through the unlocked parts of his desk—he’d never told me definitely that his par- ents were dead But there was nothing—only the picture of Dan Cody, a token of forgotten violence staring down from the wall Next morning I sent the butler to New York with a letter to Wolfshiem which asked for information and urged him to come out on the next train That request seemed super- fluous when I wrote it I was sure he’d start when he saw the newspapers, just as I was sure there’d be a wire from Daisy before noon—but neither a wire nor Mr Wolfshiem arrived, no one arrived except more police and photographers and newspaper men When the butler brought back Wolfshiem’s answer I began to have a feeling of defiance, of scornful soli- To my parents, Fred and Imogene And for my wife Robin and our sons Miles and Henry ‘Will you ring again?’ ‘I’ve rung them three times.’ ‘It’s very important.’ ‘Sorry I’m afraid no one’s there.’ I went back to the drawing room and thought for an in- stant that they were chance visitors, all these official people who suddenly filled it But as they drew back the sheet and looked at Gatsby with unmoved eyes, his protest continued in my brain ‘Look here, old sport, you’ve got to get somebody for me You’ve got to try hard I can’t go through this alone.’ Some one started to ask me questions but I broke away and going upstairs looked hastily through the unlocked parts of his desk—he’d never told me definitely that his par- ents were dead But there was nothing—only the picture of Dan Cody, a token of forgotten violence staring down from the wall Next morning I sent the butler to New York with a letter to Wolfshiem which asked for information and urged him to come out on the next train That request seemed super- fluous when I wrote it I was sure he’d start when he saw the newspapers, just as I was sure there’d be a wire from Daisy before noon—but neither a wire nor Mr Wolfshiem arrived, no one arrived except more police and photographers and newspaper men When the butler brought back Wolfshiem’s answer I began to have a feeling of defiance, of scornful soli- ‘Will you ring again?’ ‘I’ve rung them three times.’ ‘It’s very important.’ ‘Sorry I’m afraid no one’s there.’ I went back to the drawing room and thought for an in- stant that they were chance visitors, all these official people who suddenly filled it But as they drew back the sheet and looked at Gatsby with unmoved eyes, his protest continued in my brain ‘Look here, old sport, you’ve got to get somebody for me You’ve got to try hard I can’t go through this alone.’ Some one started to ask me questions but I broke away and going upstairs looked hastily through the unlocked parts of his desk—he’d never told me definitely that his par- ents were dead But there was nothing—only the picture of Dan Cody, a token of forgotten violence staring down from the wall Next morning I sent the butler to New York with a letter to Wolfshiem which asked for information and urged him to come out on the next train That request seemed super- fluous when I wrote it I was sure he’d start when he saw the newspapers, just as I was sure there’d be a wire from Daisy before noon—but neither a wire nor Mr Wolfshiem arrived, no one arrived except more police and photographers and newspaper men When the butler brought back Wolfshiem’s answer I began to have a feeling of defiance, of scornful soli- ABOUT THE AUTHOR XXI SECTION I FOUNDATIONS CHAPTER Principled Public Relations CHAPTER Public Relations Models Through the Ages 27 CHAPTER Convergence and Integrated Communication 55 Brief Contents PREFACE XIII CHAPTER Relationship Management 86 SECTION II STRATEGY CHAPTER Research 117 CHAPTER Planning 148 CHAPTER Implementation 177 CHAPTER Evaluation 200 SECTION III TACTICS CHAPTER Writing 225 CHAPTER 10 Social Media and Mobile 256 SECTION IV CONTEXTS CHAPTER 11 Legal 288 CHAPTER 12 Issues and Crises 319 CHAPTER 13 Global 349 CHAPTER 14 Careers 374 APPENDIX A: UNIVERSAL ACCREDITATION BOARD COMPETENCIES 398 NOTES 402 GLOSSARY 421 CREDITS 429 NAME INDEX 430 SUBJECT INDEX 431 v ‘Will you ring again?’ ‘I’ve rung them three times.’ ‘It’s very important.’ ‘Sorry I’m afraid no one’s there.’ I went back to the drawing room and thought for an in- stant that they were chance visitors, all these official people who suddenly filled it But as they drew back the sheet and looked at Gatsby with unmoved eyes, his protest continued in my brain ‘Look here, old sport, you’ve got to get somebody for me You’ve got to try hard I can’t go through this alone.’ Some one started to ask me questions but I broke away and going upstairs looked hastily through the unlocked parts of his desk—he’d never told me definitely that his par- ents were dead But there was nothing—only the picture of Dan Cody, a token of forgotten violence staring down from the wall Next morning I sent the butler to New York with a letter to Wolfshiem which asked for information and urged him to come out on the next train That request seemed super- fluous when I wrote it I was sure he’d start when he saw the newspapers, just as I was sure there’d be a wire from Daisy before noon—but neither a wire nor Mr Wolfshiem arrived, no one arrived except more police and photographers and newspaper men When the butler brought back Wolfshiem’s answer I began to have a feeling of defiance, of scornful soli- Preface xiii About the Author xxi Contents SECTION I FOUNDATIONS CHAPTER Principled Public Relations Defining public relations Textbook definitions CASE STUDY: HOLD THE FIASCO, PLEASE Crowdsourcing a definition Principled public relations management Tell the truth Prove it with action Listen to the customer 10 Manage for tomorrow 10 Conduct public relations as if the whole company depends on it 11 Remain calm, patient and good-humored 12 CASE STUDY: HOW CROCK-POT FOUGHT FIRE BY KEEPING ITS COOL 12 Competing duties 17 A guide for ethical decision-making 18 CASE STUDY: “TWEETING UNDER FALSE CIRCUMSTANCES” 18 VOICES FROM THE FIELD: KATHY FITZPATRICK 22 Codes of ethics 23 Criticisms of codes 23 Advantages of codes 23 Professional associations 24 IN CASE YOU MISSED IT 25 Discussion questions 26 Public Relations Models Through the Ages 27 Public relations models in history 28 Press agentry/publicity 28 CASE STUDY: A TALL ORDER: GAINING ATTENTION AND PUBLICITY IN THE MARKETPLACE OF IDEAS 30 Public information 32 CASE STUDY: EDWARD BERNAYS’ “TORCHES OF FREEDOM” 35 Two-way asymmetrical communication 37 Two-way symmetrical communication 38 A broader social history of public relations 41 Major motivations for public relations 44 Recruitment 44 Legitimacy 45 Agitation 46 Advocacy 48 Profit 48 VOICES FROM THE FIELD: KAREN MILLER RUSSELL 50 Ethics: transparency, objectivity and advocacy 51 IN CASE YOU MISSED IT 52 Religion 42 Summary 53 Education 42 Discussion questions 54 Politics and government 43 vi Reasons for studying ethics 16 Summary 25 Realize the company’s true character is expressed by its people 15 CHAPTER Why ethics matter 15 ‘Will you ring again?’ ‘I’ve rung them three times.’ ‘It’s very important.’ ‘Sorry I’m afraid no one’s there.’ I went back to the drawing room and thought for an in- stant that they were chance visitors, all these official people who suddenly filled it But as they drew back the sheet and looked at Gatsby with unmoved eyes, his protest continued in my brain ‘Look here, old sport, you’ve got to get somebody for me You’ve got to try hard I can’t go through this alone.’ Some one started to ask me questions but I broke away and going upstairs looked hastily through the unlocked parts of his desk—he’d never told me definitely that his par- ents were dead But there was nothing—only the picture of Dan Cody, a token of forgotten violence staring down from the wall Next morning I sent the butler to New York with a letter to Wolfshiem which asked for information and urged him to come out on the next train That request seemed super- fluous when I wrote it I was sure he’d start when he saw the newspapers, just as I was sure there’d be a wire from Daisy before noon—but neither a wire nor Mr Wolfshiem arrived, no one arrived except more police and photographers and newspaper men When the butler brought back Wolfshiem’s answer I began to have a feeling of defiance, of scornful soli- Convergence and Integrated Communication 55 Convergence 56 Technological convergence 56 How public relations is different at its core 77 Cultural convergence 58 Organization (beyond offerings) 77 Economic convergence 59 Publics (beyond audiences) 77 Professional convergence 61 Relationships (beyond sales) 78 VOICES FROM THE FIELD: BILL IMADA 79 Divergence 62 Advertising 63 Marketing 65 Ethics: free flow of information and data protection 80 IN CASE YOU MISSED IT 83 Integration 70 Integrated marketing communication 70 Hybrid functions 73 CASE STUDY: RED BULL’S CONTENT MARKETING STRATEGY 75 CHAPTER Contents CHAPTER Summary 84 Discussion questions 84 Relationship Management 86 Managing relationships 87 Issues-driven relationships 104 Taking care of relationships 88 Nonprofit organizations 105 Key outcomes of relationships 89 When publics are organizations and organizations are publics 106 News-driven relationships 92 Media relations 92 Pitching 93 Commerce-driven relationships 97 B2C 97 B2B 98 Employee relations 100 CASE STUDY: PUTTING MONEY WHERE THEIR MISSION IS: MEDTRONIC REBUILDS AFTER HURRICANE MARIA 102 Investor relations 103 VOICES FROM THE FIELD: ROB CLARK 110 Ethics: corporate social responsibility and loyalty 111 CASE STUDY: COCA-COLA AND CORPORATE SOCIAL RESPONSIBILITY 111 IN CASE YOU MISSED IT 114 Summary 115 Discussion questions 115 vii ‘Will you ring again?’ ‘I’ve rung them three times.’ ‘It’s very important.’ ‘Sorry I’m afraid no one’s there.’ I went back to the drawing room and thought for an in- stant that they were chance visitors, all these official people who suddenly filled it But as they drew back the sheet and looked at Gatsby with unmoved eyes, his protest continued in my brain ‘Look here, old sport, you’ve got to get somebody for me You’ve got to try hard I can’t go through this alone.’ Some one started to ask me questions but I broke away and going upstairs looked hastily through the unlocked parts of his desk—he’d never told me definitely that his par- ents were dead But there was nothing—only the picture of Dan Cody, a token of forgotten violence staring down from the wall Next morning I sent the butler to New York with a letter to Wolfshiem which asked for information and urged him to come out on the next train That request seemed super- fluous when I wrote it I was sure he’d start when he saw the newspapers, just as I was sure there’d be a wire from Daisy before noon—but neither a wire nor Mr Wolfshiem arrived, no one arrived except more police and photographers and newspaper men When the butler brought back Wolfshiem’s answer I began to have a feeling of defiance, of scornful soli- SECTION II STRATEGY CHAPTER Research 117 Contents Research in the RPIE cycle 118 Formative research 118 Focus groups 136 Summative research 119 Direct observation 137 Situation analysis 120 Situation research 120 Organization research 123 Publics research 125 CASE STUDY: APPLYING THE SITUATIONAL THEORY OF PUBLICS: NET NEUTRALITY 128 Quantitative research 133 Surveys 134 Experiments 134 Content analysis 134 Qualitative research 136 CHAPTER Secondary and primary research 138 Formal and informal research 138 Reliability and validity 139 Trade-offs in research design 141 VOICES FROM THE FIELD: MEGAN KINDELAN 142 Ethics: doing the greatest good for the greatest number of people 143 IN CASE YOU MISSED IT 145 Summary 146 Discussion questions 147 Planning 148 A hierarchy of outcomes 150 Tuning in 151 Attending 151 Liking 151 Comprehending 152 Learning 152 Agreeing 153 Remembering 153 Acting 153 Proselytizing 153 Using McGuire’s hierarchy of effects for planning 154 Strategic planning 155 CASE STUDY: GLOBAL HANDWASHING DAY: GOALS, OBJECTIVES AND OUTCOMES 158 Timelines 161 Formative research 161 Client/management meetings 162 Action and communication tactics 163 Production of media and communication materials 163 viii Interviews 136 Events 163 Evaluation 164 Budgets 165 Personnel 165 Administrative costs and supplies 168 Media and communication expenses 169 VOICES FROM THE FIELD: NATALIE ASOREY 170 Ethics: beware of zombies; enhance the profession 172 Define the specific issue/conflict 173 Identify internal/external factors 173 Identify key values 173 Identify the parties involved 173 Select ethical principles 174 Make a decision and justify it 174 IN CASE YOU MISSED IT 175 Summary 175 Discussion questions 176 ‘Will you ring again?’ ‘I’ve rung them three times.’ ‘It’s very important.’ ‘Sorry I’m afraid no one’s there.’ I went back to the drawing room and thought for an in- stant that they were chance visitors, all these official people who suddenly filled it But as they drew back the sheet and looked at Gatsby with unmoved eyes, his protest continued in my brain ‘Look here, old sport, you’ve got to get somebody for me You’ve got to try hard I can’t go through this alone.’ Some one started to ask me questions but I broke away and going upstairs looked hastily through the unlocked parts of his desk—he’d never told me definitely that his par- ents were dead But there was nothing—only the picture of Dan Cody, a token of forgotten violence staring down from the wall Next morning I sent the butler to New York with a letter to Wolfshiem which asked for information and urged him to come out on the next train That request seemed super- fluous when I wrote it I was sure he’d start when he saw the newspapers, just as I was sure there’d be a wire from Daisy before noon—but neither a wire nor Mr Wolfshiem arrived, no one arrived except more police and photographers and newspaper men When the butler brought back Wolfshiem’s answer I began to have a feeling of defiance, of scornful soli- CHAPTER Implementation 177 CASE STUDY: PULLED PORK: CHIPOTLE’S CHALLENGE TO ACT ON ITS PRINCIPLES 179 Choosing channels 181 Controlled and uncontrolled media 182 Owned, paid, shared and earned media 184 CASE STUDY: PUPPIES AS PUBLICS? BARKBOX MARKS ITS TERRITORY ACROSS OWNED, PAID, SHARED AND EARNED MEDIA 191 VOICES FROM THE FIELD: ROSANNA M FISKE 193 Ethics: loyalty and diversity in communication and action 195 Owned media 184 CASE STUDY: DOING GOOD BY DOING WELL: KIMBERLYCLARK’S EFFORTS TO PROMOTE DIVERSITY 196 Paid media 186 IN CASE YOU MISSED IT 197 Shared media 187 Earned media 189 Mixed media 191 CHAPTER Contents Taking action 178 Summary 198 Discussion questions 199 Evaluation 200 Message testing 202 Focus groups 202 Readability tests 203 Experiments 203 CASE STUDY: GILLETTE’S “WE BELIEVE” CAMPAIGN GAUGED BY MORE THAN JUST NUMBERS 214 Principle 5: advertising value equivalencies are not the value of communications 216 Media monitoring services 204 Principle 6: social media should be measured consistently with other media channels 217 Metrics, analytics and data 206 Principle 7: measurement and evaluation should be transparent, consistent and valid 217 Tracking visitor behavior 208 Segmenting referring sources 208 Parsing big data 208 Barcelona principles 209 Principle 1: goal setting and measurement are fundamental 210 Principle 2: measuring communication outcomes is recommended 210 Principle 3: the effect on organizational performance should be measured 213 Measuring the right outcomes 218 VOICES FROM THE FIELD: TINA MCCORKINDALE 219 Ethics: independence 220 IN CASE YOU MISSED IT 222 Summary 222 Discussion questions 223 Principle 4: measurement and evaluation require both qualitative and quantitative methods 213 ix