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.
87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd 4u x1 5k m 2ư r4 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi b1 c pu pn m w iee e6 et ye wx uw bu zf su s9 3b clư u qk fj pp 3v 4ư 9g qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 ưl pr 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh fh eb 37 c xk m uf bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz 4m eh 85 4f i2 6c o4 dr qq e8 28 b4 8n gv 1ư vp gl eu 0d 6q f8 vit 7v 49 br ag vy 3v ds m x 2m nn bx ưt 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd 4u x1 5k m 2ư r4 9a k 5g jem wy qs l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b n5 ky 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl Public Relations v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c SECOND EDITION ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi b1 c pu pn m w iee e6 et ye wx Tom Kelleher uw bu zf su s9 3b clư u 3v fj pp qk 4ư 9g qa 1m University of Florida k7 8h k t4 ưv m pu id dx a8 kr p9 n4 pr ưl 5y yo he ưv r7 ju 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh fh eb 37 c xk m uf bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz 4m eh 85 4f i2 6c qq e8 28 b4 8n gv 1ư vp gl eu 0d 6q f8 vit 7v 49 br ag vy 3v ds m x 2m nn bx ưt OXFORD UNIVERSITY PRESS o4 dr New York Oxford 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 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 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd 4u x1 5k m 2ư r4 9a k 5g jem wy qs l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b n5 ky Published in the United States of America by Oxford University Press 198 Madison Avenue, New York, NY 10016, United States of America 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 © 2018, 2021 by Oxford University Press q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h gư hx 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 t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y 8ư b m 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 iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak You must not circulate this work in any other form and you must impose this same condition on any acquirer ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et Library of Congress Cataloging-in-Publication Data 32 qi b1 c pu pn m w iee e6 et ye wx uw bu zf su s9 3b clư u 3v fj pp qk 4ư 9g qa 1m k7 8h k t4 ưv m pu id dx a8 kr p9 n4 pr ưl 5y yo he ưv r7 ju 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh fh eb 37 c xk m uf bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz 4m eh 85 4f i2 6c 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 o4 dr qq e8 28 b4 8n gv 1ư vp gl eu 0d 6q f8 vit 7v 49 br ag vy 3v ds m x 2m nn bx ưt 9 8 7 6 5 4 3 2 1 Printed in Mexico by Quad/Mexico 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 To my parents, Fred and Imogene r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd 4u x1 And for my wife Robin and our sons 5k m 2ư r4 9a k 5g jem wy qs l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e Miles and Henry 8g aư j1z pf 5b n5 ky 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi b1 c pu pn m w iee e6 et ye wx uw bu zf su s9 3b clư u 3v fj pp qk 4ư 9g qa 1m k7 8h k t4 ưv m pu id dx a8 kr p9 n4 pr ưl 5y yo he ưv r7 ju 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh fh eb 37 c xk m uf bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz 4m eh 85 4f i2 6c o4 dr qq e8 28 b4 8n gv 1ư vp gl eu 0d 6q f8 vit 7v 49 br ag vy 3v ds m x 2m nn bx ưt 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p nc re pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc 11 wd 4u x1 5k m 2ư r4 9a k 5g jem wy qs l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b n5 ky 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi b1 c pu pn m w iee e6 et ye wx uw bu zf su s9 3b clư u 3v fj pp qk 4ư 9g qa 1m k7 8h k t4 ưv m pu id dx a8 kr p9 n4 pr ưl 5y yo he ưv r7 ju 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh fh eb 37 c xk m uf bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz 4m eh 85 4f i2 6c o4 dr qq e8 28 b4 8n gv 1ư vp gl eu 0d 6q f8 vit 7v 49 br ag vy 3v ds m x 2m nn bx ưt ABOUT THE AUTHOR XXI SECTION I FOUNDATIONS CHAPTER Principled Public Relations 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m CHAPTER Public Relations Models Through the Ages 27 ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb CHAPTER Convergence and Integrated Communication 55 e2 z5 vd 1p nc re pw k1 u6 t9 bz qd 7h v9 CHAPTER Relationship Management 86 7w 9g z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 6o wm on ac 6j bc 11 wd 4u x1 5k m 2ư r4 SECTION II STRATEGY 4e 9a k 5g jem wy qs l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b n5 ky 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc w dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi b1 c pu pn m w iee e6 et ye wx uw bu zf su s9 3b clư u 3v fj pp qk 4ư 9g qa 1m k7 8h k t4 ưv m pu id dx a8 kr p9 n4 pr ưl 5y yo he ưv r7 ju 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh fh eb 37 c xk m uf bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz 4m eh 85 4f i2 6c o4 dr qq e8 28 b4 8n gv 1ư vp gl eu 0d 6q SUBJECT INDEX 431 2ib NAME INDEX 430 xz CREDITS 429 gb GLOSSARY 421 1f NOTES 402 hh CHAPTER 14 Careers 374 tq CHAPTER 13 Global 349 dz loư CHAPTER 11 Legal 288 Brief Contents PREFACE XIII 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 12 Issues and Crises 319 APPENDIX A: UNIVERSAL ACCREDITATION BOARD COMPETENCIES 398 f8 vit 7v 49 br ag vy 3v ds m x 2m nn bx ưt v Preface xiii About the Author xxi Principled Public Relations CHAPTER 34 Defining public relations Why ethics matter 15 87 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g Textbook definitions Reasons for studying ethics 16 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 Competing duties 17 jz ưb CASE STUDY: HOLD THE FIASCO, PLEASE 7w 9g e2 z5 vd 1p Contents SECTION I FOUNDATIONS nc re pw k1 u6 t9 bz qd Crowdsourcing a definition 7h v9 z7 k8 A guide for ethical decision-making 18 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m Principled public relations management ps p8 CASE STUDY: “TWEETING UNDER FALSE CIRCUMSTANCES” 18 1s 4e 6o wm on ac 6j bc 11 wd 4u x1 5k m 2ư r4 9a k 5g jem Tell the truth qs wy VOICES FROM THE FIELD: KATHY FITZPATRICK 22 j8t l1 kq Prove it with action 7m 88 4g d1 i4 v3 xr n2 rl 7e j1z 8g aư Listen to the customer 10 pf 5b n5 ky Codes of ethics 23 21 bt 3n 12 v5 3n qt nư Manage for tomorrow 10 7o z6 14 zv v7 1s Criticisms of codes 23 qk vx bd zq bb g4 eb o5 Conduct public relations as if the whole company depends on it 11 ta hj 4k be dl nx Advantages of codes 23 v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 wl gn Professional associations 24 va 0k l2 yy s1 qs Remain calm, patient and good-humored 12 7o bn sx 5h hx gư t2 rk jp dr IN CASE YOU MISSED IT 25 wk 3r xl 14 wq ve CASE STUDY: HOW CROCK-POT FOUGHT FIRE BY KEEPING ITS COOL 12 e9 wj yu dz 8w xn 9io d6 5v nư n8 Summary 25 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr 1y Discussion questions 26 zw b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx Realize the company’s true character is expressed by its people 15 ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz ri8 Public Relations Models Through the Ages 27 b rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 CHAPTER 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx Major motivations for public relations 44 ox 6u gh gl 7d ưr 76 ta Public relations models in history 28 ty ư1 kli xj ak ax lu 6g Recruitment 44 6e 1m 2l z2 1o xd Press agentry/publicity 28 4jk lln Legitimacy 45 d jct 72 72 el v6 ff et 32 qi b1 c pu pn m Agitation 46 w iee e6 et ye wx uw bu CASE STUDY: A TALL ORDER: GAINING ATTENTION AND PUBLICITY IN THE MARKETPLACE OF IDEAS 30 zf su s9 3b clư Advocacy 48 u 3v fj pp qk 4ư 9g qa 1m k7 Public information 32 8h k t4 ưv m Profit 48 pu id dx a8 kr p9 n4 pr ưl 5y yo he ưv r7 VOICES FROM THE FIELD: KAREN MILLER RUSSELL 50 ju 8d ql 5s x b7 j rty fsv CASE STUDY: EDWARD BERNAYS’ “TORCHES OF FREEDOM” 35 cp bi o9 6x up eo nz 8c g9 9h c2 5n Ethics: transparency, objectivity and advocacy 51 hm ưi 1ii Two-way asymmetrical communication 37 k 4m icu 51 9i wh fh eb 37 c xk m uf bh ưu Two-way symmetrical communication 38 p j11 u5 f0 pm jm de x3 lu 4s IN CASE YOU MISSED IT 52 et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz 4m eh 85 4f A broader social history of public relations 41 Summary 53 Education 42 Discussion questions 54 i2 6c Religion 42 o4 dr qq e8 28 b4 8n gv 1ư vp gl eu 0d 6q 7v 49 br ag vy 3v ds m x 2m nn bx ưt vi f8 vit Politics and government 43 87 34 9b tq How public relations is different at its core 77 gk Convergence 56 f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 2v 3t Technological convergence 56 gc wg ic h3 uo lw bu 57 f2 00 Contents Convergence and Integrated Communication 55 CHAPTER jz ưb Organization (beyond offerings) 77 7w 9g e2 z5 Cultural convergence 58 vd 1p nc re pw k1 u6 t9 bz Publics (beyond audiences) 77 qd 7h v9 Economic convergence 59 z7 k8 as qa rd kq rn 44 x v0 kl9 gd Relationships (beyond sales) 78 r9 7p Professional convergence 61 ws 0b ww m ps p8 1s 4e 6o wm VOICES FROM THE FIELD: BILL IMADA 79 on ac 6j bc 11 wd 4u Divergence 62 x1 5k m 2ư r4 9a k 5g jem wy qs Ethics: free flow of information and data protection 80 l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 Advertising 63 rl 7e 8g aư j1z pf 5b n5 ky 21 bt 3n 12 Marketing 65 v5 3n qt IN CASE YOU MISSED IT 83 nư 7o z6 14 zv v7 1s Integration 70 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl Summary 84 v1 27 Integrated marketing communication 70 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy s1 Discussion questions 84 qs 7o bn sx 5h Hybrid functions 73 hx gư t2 rk dr jp CASE STUDY: RED BULL’S CONTENT MARKETING STRATEGY 75 wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz ri8 Relationship Management 86 b rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 CHAPTER 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta Issues-driven relationships 104 ty ư1 kli Managing relationships 87 xj ak Nonprofit organizations 105 ax lu 6g 6e 1m 2l z2 1o xd When publics are organizations and organizations are publics 106 d 72 72 el v6 ff et 32 qi b1 c pu pn m Key outcomes of relationships 89 jct 4jk lln Taking care of relationships 88 w iee e6 et ye wx uw bu zf su s9 3b clư VOICES FROM THE FIELD: ROB CLARK 110 u 3v fj pp qk News-driven relationships 92 4ư 9g qa 1m k7 8h k t4 ưv m pu id dx a8 kr Media relations 92 p9 n4 Ethics: corporate social responsibility and loyalty 111 pr ưl 5y yo he ưv r7 ju 8d ql 5s x b7 j rty fsv Pitching 93 cp bi o9 6x up eo nz 8c g9 9h c2 5n ưi 1ii CASE STUDY: COCA-COLA AND CORPORATE SOCIAL RESPONSIBILITY 111 hm Commerce-driven relationships 97 k 4m icu 51 9i wh fh eb 37 c xk m uf bh ưu B2C 97 p j11 u5 f0 pm jm de x3 lu 4s IN CASE YOU MISSED IT 114 et 2k fb 7c B2B 98 n6 4f yk xv zs pz qx pv 6m xw ql hz 4m Employee relations 100 eh i2 6c o4 dr qq e8 28 b4 8n gv 1ư vp Summary 115 85 4f gl eu 0d 6q f8 vit 7v Discussion questions 115 49 br ag vy CASE STUDY: PUTTING MONEY WHERE THEIR MISSION IS: MEDTRONIC REBUILDS AFTER HURRICANE MARIA 102 3v ds m x 2m nn bx ưt Investor relations 103 vii SECTION II STRATEGY Research 117 CHAPTER Interviews 136 Formative research 118 Focus groups 136 Summative research 119 Direct observation 137 Situation analysis 120 Secondary and primary research 138 87 34 9b tq gk f5 6q im Situation research 120 x9 ow 6h ey ưs m Formal and informal research 138 ae t 8g 8n bx 3t 2v gc wg Organization research 123 ic h3 uo lw bu Reliability and validity 139 57 f2 00 jz ưb 7w 9g z5 Publics research 125 e2 vd 1p Contents Research in the RPIE cycle 118 nc re k1 pw Trade-offs in research design 141 u6 t9 bz qd 7h v9 z7 k8 as CASE STUDY: APPLYING THE SITUATIONAL THEORY OF PUBLICS: NET NEUTRALITY 128 qa rd kq 44 rn VOICES FROM THE FIELD: MEGAN KINDELAN 142 gd x v0 kl9 r9 7p ws 0b ww m ps p8 1s 4e 6o wm on ac 6j bc Ethics: doing the greatest good for the greatest number of people 143 11 wd 4u x1 5k m Quantitative research 133 2ư r4 9a k 5g jem wy qs l1 kq j8t 88 7m Surveys 134 4g d1 i4 v3 n2 IN CASE YOU MISSED IT 145 xr rl 7e 8g aư j1z pf 5b n5 ky 21 bt 3n 12 v5 3n nư qt Experiments 134 7o z6 Summary 146 14 zv 1s v7 qk vx bd zq bb g4 o5 eb Content analysis 134 ta hj 4k be nx dl 27 Discussion questions 147 v1 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl Qualitative research 136 va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk Planning 148 jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v CHAPTER nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr 1y Events 163 Evaluation 164 zw b m 8ư iu 6s n0 gd 0k 01 f2 63 A hierarchy of outcomes 150 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u gd Budgets 165 ev hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx zz Personnel 165 Administrative costs and supplies 168 Media and communication expenses 169 VOICES FROM THE FIELD: NATALIE ASOREY 170 vv b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak Ethics: beware of zombies; enhance the profession 172 ax lu 6g 6e 1m 2l z2 1o xd d jct 4jk lln 72 72 el v6 ff et 32 qi b1 c pu pn m iee 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 w e6 et ye wx uw bu zf su s9 3b clư u 3v fj pp qk 4ư 9g qa 1m k7 8h k t4 ưv m pu 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 id dx a8 kr p9 n4 pr ưl 5y yo he ưv r7 ju 8d ql 5s x b7 j rty fsv Strategic planning 155 cp bi o9 6x up eo nz 8c g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh CASE STUDY: GLOBAL HANDWASHING DAY: GOALS, OBJECTIVES AND OUTCOMES 158 fh eb 37 c xk m uf bh ưu p j11 u5 f0 IN CASE YOU MISSED IT 175 pm jm de x3 lu 4s Timelines 161 et 2k n6 4f yk xv zs pz qx pv 6m ql hz 4m eh 85 4f i2 6c o4 dr Summary 175 xw qq e8 28 b4 8n gv 1ư vp Discussion questions 176 gl eu 0d 6q f8 vit 7v 49 br ag vy 3v ds m x 2m nn bx ưt viii fb 7c Formative research 161 Client/management meetings 162 Action and communication tactics 163 Production of media and communication materials 163 Implementation 177 CHAPTER CASE STUDY: PUPPIES AS PUBLICS? BARKBOX MARKS ITS TERRITORY ACROSS OWNED, PAID, SHARED AND EARNED MEDIA 191 CASE STUDY: PULLED PORK: CHIPOTLE’S CHALLENGE TO ACT ON ITS PRINCIPLES 179 VOICES FROM THE FIELD: ROSANNA M FISKE 193 87 34 Choosing channels 181 9b tq gk f5 6q im x9 ow 6h Ethics: loyalty and diversity in communication and action 195 ey ưs m ae t 8g 8n Controlled and uncontrolled media 182 bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 Contents Taking action 178 jz ưb 7w 9g z5 e2 Owned, paid, shared and earned media 184 vd 1p nc re CASE STUDY: DOING GOOD BY DOING WELL: KIMBERLYCLARK’S EFFORTS TO PROMOTE DIVERSITY 196 pw k1 u6 t9 bz qd 7h v9 z7 k8 as Owned media 184 qa rd kq rn 44 gd x v0 kl9 r9 7p ws 0b ww m Paid media 186 ps p8 IN CASE YOU MISSED IT 197 1s 4e 6o wm on ac 6j bc 11 wd Shared media 187 4u x1 5k m r4 2ư Summary 198 9a k 5g jem wy qs l1 kq j8t Earned media 189 7m 88 4g d1 i4 v3 xr n2 Discussion questions 199 rl 7e 8g aư j1z pf 5b n5 ky 21 bt Mixed media 191 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k l2 yy qs s1 7o bn sx 5h hx gư t2 rk Evaluation 200 jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 CHAPTER qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư CASE STUDY: GILLETTE’S “WE BELIEVE” CAMPAIGN GAUGED BY MORE THAN JUST NUMBERS 214 iu 6s n0 gd 0k 01 f2 63 vu 8m Message testing 202 k4 yx ay 63 52 wu yi as am a va rj5 n4 7u Focus groups 202 ev gd Principle 5: advertising value equivalencies are not the value of communications 216 hs u8 g klz td kk tf g8 ti ư4 g ix8 Readability tests 203 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r Experiments 203 lb z6 Principle 6: social media should be measured consistently with other media channels 217 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư Media monitoring services 204 1f hh xz gb w 2ib Principle 7: measurement and evaluation should be transparent, consistent and valid 217 dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta Metrics, analytics and data 206 ty ư1 kli xj ak ax lu 6g 6e 1m 2l z2 Tracking visitor behavior 208 1o xd 4jk lln Measuring the right outcomes 218 d jct 72 72 el v6 ff et 32 qi Segmenting referring sources 208 b1 c pu pn m VOICES FROM THE FIELD: TINA MCCORKINDALE 219 w iee e6 et ye wx uw bu Parsing big data 208 zf su s9 3b clư u 3v fj pp qk 4ư 9g 1m Ethics: independence 220 qa k7 8h k t4 ưv m pu Barcelona principles 209 id dx a8 kr p9 n4 pr ưl IN CASE YOU MISSED IT 222 5y yo he ưv r7 ju 8d ql 5s x b7 j rty fsv cp bi o9 6x Principle 1: goal setting and measurement are fundamental 210 up eo 8c Summary 222 nz g9 9h c2 5n hm ưi 1ii k 4m icu 51 9i wh fh eb c xk m uf Discussion questions 223 37 bh ưu Principle 2: measuring communication outcomes is recommended 210 p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 6m xw ql hz Principle 3: the effect on organizational performance should be measured 213 4m eh 85 4f i2 6c o4 dr qq e8 28 b4 8n gv 1ư vp gl eu 0d 6q f8 vit 7v 49 br Principle 4: measurement and evaluation require both qualitative and quantitative methods 213 ag vy 3v ds m x 2m nn bx ưt ix