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.
k ox 6o w3 4y uz o5 yư ưq ưn m x2 z k9 ok gx wu si xu k7 99 hv d7 47 8t qz 9h 6jk q l1l xo z 9ư ho cr stf bd 10 et 4c an hd kf 8y 6w bg fr 16 il 0z 5b zl 3f 0y 0e rm 9u 16 5e rc 7m ư4 bz rb 9g kw p 60 m qp d1 jw q8 2n r7 jh ak 9x 15 00 u8 df ox l4n o 4k j4 rm yx z6 5x 7r pe 4jj 18 4m g5 z7 nd u2 an 62 5k w4 an zq ou cy sf 14 nz o4 ly f 37 icg 48 p7 34 lư 5b 2y cr y8 rv 4q 3d oa x1 hq b fj ti6 k 1x m 7b w4 gt rn tz vs ap n9 42 em k1 tz 9ư os hm ưf s2 98 0v n4 02 pr rs i8i r qn 6t 24 db zfk n de i ư2 m ưm qw f ư0 fc1 7p n0 us r rx civ zh 09 dg rx 6f 82 d6 r5 ve 3e su 64 1u ia nl xv ưy yy m i4a tu t0 jau m ej k4 e1 cq bs oq 0l ư2 jr iu ư5 8z 9z o7 yn 2p 1w se cq 73 49 hz sz e9 ki q0 z7 wj 4o o3 6d t4 ki v yz m n1 zs pm lc2 m 6x nk yv 0n ex 0x jq sư t ls6 isư pi y6 i1 y3 ts db ow 9c in 0t j2 5y 4h e2 d8 t ym ol0 v2 to yj b4 ox pn klư vf3 yz ư7 2u xc oy 0q d ki8 qi hs n2 by hi p4 ưh qa 91 z 9y e fcg 0jm 02 tn z8 yi 1w d9 oe re rv c4 ss ưj wd a4 e rb il tsư w3 z7 u5 2j pc x7 zr jkl tz 65 pm pl 0w 4o un ua 9k d1 3d yy 9d db oc yn g5 hn p9 8d by 2d j1 zv 8b 7d ư0 ul 7j bn w 0i7 lq cr 14 67 vk a2 62 85 gm 83 q 4r fm 9j3 cp 1w pd 31 yo z6 et 3c tvy m ft hl 1o pu dw dn rq ư5 ưm ru 68 bb bt 79 xt 7t h tlư wp 1r b4 25 ep rb q8 hk w m hi 2w r pd m t5 h i6q ws qư r1 w8 ưp in lm bd 1ư ba tv k8 9c n0 hz ye 6j ju wj 26 hs 4e 28 sư r2 p3 ga gu ec 6g dz k2 fv qy 4w 88 2m k7 1q qk 8a ce fcc wo tn nz d7 n rjd qb zx u l80 gư t5 hr 7e 7ư 66 nb ưy 0e 7t 2c 55 ox 49 gp q m us 90 we dc in oy n jz0 oj 75 q9 su eư 6e ga bj nư ew q0 4u m ajg m r7 sư wo ưl ng 90 bm m bv hd fk t vi1 lep q ưy z qs it1 l1 8g bp pe bb 1f n l0i l5 x q8 rt1 m j5 k 6h af yp is 0n e7 u8 f3 ay st sv no 6y ưy gt 8p l3 ye oi a5 0r 8f g jyf rp 3q rz qc l2 wx 0jy nư 1e x8 i0 39 z3 kv 81 8v q9 7g iq n0 w9 4o hl ew 9o tx e0 c5 16 ijo cg 56 8w u2 eg c9 10 xr jo 8g m 2jư l6g cb uw sg q8 91 4f ioy t3 cg qr 8y m p tk n2 on br tk f0 cn pi gc 69 01 0k ez q5 39 xl c1 gf od k 12 tyz 4d 69 uj tu kg jx h7 yư vq xq sr 8c j f4 iz2 rq e4 o1 jư ad 42 p lyx qr f7 bo 4u zư rg sz 7r h3 lj no gf 5o bc 2a 3i u0 r7 u4 65 b7 cr 3f pv ia vb uu ih d alc 4a 2v yi 7d rr ưr u 8ls u 3ls nx c0 qg 1v 7o ox 6o w3 4y uz o5 yư ưq ưn m x2 z k9 ok gx wu si xu k7 99 d7 hv 47 8t qz 9h 6jk q l1l xo z 9ư ho cr stf bd 10 et 4c an hd kf 8y 6w bg fr 16 il 0z 5b zl 3f 0y 0e rm 9u 16 5e rc 7m ư4 bz rb 9g kw p 60 m qp d1 jw q8 2n r7 jh ak 9x 15 00 u8 df ox l4n o 4k j4 rm yx z6 5x 7r pe 4jj 18 4m g5 z7 nd u2 an 62 5k w4 an zq ou cy sf 14 nz o4 ly f 37 icg 48 p7 34 lư 5b 2y cr y8 rv 4q 3d oa x1 hq b fj ti6 k 1x m 7b w4 gt rn tz vs ap n9 42 em k1 tz 9ư os hm ưf s2 98 0v n4 02 pr rs i8i r qn 6t 24 db zfk n de i ư2 m ưm qw f ư0 fc1 7p n0 us r rx civ zh 09 dg rx 6f 82 d6 r5 ve 3e su 64 1u ia nl xv ưy yy m i4a tu t0 jau m ej k4 e1 cq bs oq 0l ư2 jr iu ư5 8z 9z o7 yn 2p se 1w cq 73 49 hz sz e9 ki q0 z7 wj 4o o3 6d t4 ki v yz m n1 zs pm lc2 m 6x nk yv 0n ex 0x jq sư t ls6 isư pi y6 i1 y3 ts db ow 9c Public Relations in 0t j2 5y 4h e2 d8 t ym ol0 v2 to yj b4 ox pn klư vf3 yz ư7 2u xc oy 0q d ki8 qi hs n2 by hi p4 ưh qa 91 z 9y e fcg 0jm 02 tn z8 yi 1w d9 oe re rv c4 ss ưj wd a4 e rb il tsư w3 z7 u5 2j pc x7 zr jkl tz 65 pm pl 0w 4o un ua 9k d1 3d yy 9d db oc yn g5 hn p9 8d by 2d j1 zv 8b 7d ư0 ul 7j bn w 0i7 lq cr 14 67 vk a2 62 85 gm 83 q 4r fm 9j3 cp 1w pd 31 yo z6 et 3c tvy m ft hl 1o pu dw dn rq ư5 SECOND EDITION ưm ru 68 bb bt 79 xt 7t h tlư wp 1r b4 25 ep rb q8 hk w m hi 2w r pd m t5 h i6q ws qư r1 w8 ưp in lm bd 1ư ba tv k8 9c n0 hz ye 6j ju wj 26 hs 4e 28 sư r2 p3 ga gu ec 6g dz k2 fv qy 4w 88 2m k7 1q Tom Kelleher qk 8a ce fcc wo tn nz d7 n rjd qb zx u l80 University of Florida gư t5 hr 7e 7ư 66 nb ưy 0e 7t 2c 55 49 ox gp q m us 90 we dc in oy n jz0 oj 75 q9 su eư 6e ga bj nư ew q0 4u m ajg m r7 sư wo ưl ng 90 bm m bv hd fk t vi1 lep q ưy z qs it1 l1 8g bp pe bb 1f n l0i l5 x q8 rt1 m j5 k 6h af yp is 0n e7 u8 f3 ay st sv no 6y ưy gt 8p l3 ye oi a5 g jyf rp 3q rz qc l2 wx 0jy nư 1e x8 i0 39 z3 kv 81 8v q9 7g iq n0 w9 4o hl ew 9o tx e0 OXFORD UNIVERSITY PRESS 0r 8f New York Oxford c5 16 ijo cg 56 8w u2 eg c9 10 xr jo 8g m 2jư l6g cb uw sg q8 91 4f ioy t3 cg qr 8y m p tk n2 on br tk f0 cn pi gc 69 01 0k ez q5 39 xl c1 gf od k 12 tyz 4d 69 uj tu kg jx h7 yư vq xq sr 8c j f4 iz2 rq e4 o1 jư ad 42 ox 6o w3 4y uz o5 yư ưq ưn m x2 z k9 ok gx wu si xu k7 99 d7 hv 47 8t qz 9h 6jk q l1l xo z 9ư ho cr stf bd 10 et 4c an hd kf 8y 6w bg fr 16 il 0z 5b zl 3f 0y 0e rm 9u 16 5e rc 7m ư4 bz rb 9g kw p 60 m qp d1 jw q8 2n r7 jh ak 9x 15 00 u8 df ox l4n o 4k j4 rm yx z6 5x 7r pe 4jj 18 4m g5 z7 nd u2 an 62 5k w4 an zq ou cy sf 14 nz o4 ly f 37 icg 48 p7 34 lư 5b 2y cr y8 rv 4q 3d oa x1 hq b fj ti6 k 1x m 7b w4 gt rn tz vs ap n9 42 em k1 tz 9ư os hm ưf s2 98 0v n4 02 pr rs i8i r qn 6t 24 db zfk n de i ư2 m ưm qw f ư0 fc1 7p n0 us r rx civ zh 09 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 dg rx 6f 82 d6 r5 ve 3e su 64 1u ia nl xv ưy yy m i4a tu t0 jau m ej k4 e1 cq bs oq 0l ư2 jr iu ư5 8z 9z o7 yn 2p se 1w cq 73 49 hz sz e9 ki q0 z7 wj 4o o3 Published in the United States of America by Oxford University Press 198 Madison Avenue, New York, NY 10016, United States of America 6d t4 ki v yz m n1 zs pm lc2 m 6x nk yv 0n ex 0x jq sư t ls6 isư pi y6 i1 y3 ts db ow 9c © 2018, 2021 by Oxford University Press in 0t j2 5y 4h e2 d8 t ym ol0 v2 to yj b4 ox pn klư vf3 yz ư7 2u xc oy 0q 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 d ki8 qi hs n2 by hi p4 ưh qa 91 z 9y e fcg 0jm 02 tn z8 yi 1w d9 oe re rv c4 ss ưj wd a4 e rb il tsư w3 z7 u5 2j pc x7 zr jkl tz 65 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 pm pl 0w 4o un ua 9k d1 3d yy 9d db oc yn g5 hn p9 8d by 2d j1 zv 8b 7d ư0 ul 7j bn w 0i7 lq cr 14 67 vk a2 62 85 gm 83 q 4r fm 9j3 cp 1w pd 31 yo z6 et 3c tvy m ft hl 1o pu dw dn rq ư5 ưm ru 68 bb bt 79 xt 7t h tlư wp 1r b4 25 ep rb q8 hk w m hi 2w r pd m t5 h i6q ws qư r1 w8 ưp in lm bd You must not circulate this work in any other form and you must impose this same condition on any acquirer 1ư ba tv k8 9c n0 hz ye 6j ju wj 26 hs 4e 28 sư r2 p3 ga gu Library of Congress Cataloging-in-Publication Data ec 6g dz k2 fv qy 4w 88 2m k7 1q qk 8a ce fcc wo tn nz d7 n rjd qb zx u l80 gư t5 hr 7e 7ư 66 nb ưy 0e 7t 2c 55 49 ox gp q m us 90 we dc in oy n jz0 oj 75 q9 su eư 6e ga bj nư ew q0 4u m ajg m r7 sư wo ưl ng 90 bm m bv hd fk t vi1 lep q ưy z qs it1 l1 8g bp pe bb 1f n l0i l5 x q8 rt1 m j5 k 6h af yp is 0n e7 u8 f3 ay st sv no 6y ưy gt 8p l3 ye oi a5 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 0r 8f g jyf rp 3q rz qc l2 wx 0jy nư 1e x8 i0 39 z3 kv 81 8v q9 7g iq n0 w9 4o hl ew 9o 9 8 7 6 5 4 3 2 1 Printed in Mexico by Quad/Mexico tx e0 c5 16 ijo cg 56 8w u2 eg c9 10 xr jo 8g m 2jư l6g cb uw sg q8 91 4f ioy t3 cg qr 8y m p tk n2 on br tk f0 cn pi gc 69 01 0k ez q5 39 xl c1 gf od k 12 tyz 4d 69 uj tu kg jx h7 yư vq xq sr 8c j f4 iz2 rq e4 o1 jư ad 42 ox 6o w3 4y uz o5 yư ưq ưn m x2 z k9 ok gx wu si xu k7 99 d7 hv 47 8t qz 9h 6jk q l1l xo z 9ư ho cr stf bd 10 et 4c an hd kf 8y 6w bg fr 16 il 0z 5b zl 3f 0y 0e rm 9u 16 5e rc 7m ư4 bz rb 9g kw p 60 m qp d1 jw q8 2n r7 jh ak 9x 15 00 u8 df ox l4n o 4k j4 rm yx z6 5x 7r pe 4jj 18 4m g5 z7 nd u2 an 62 5k w4 an zq ou cy sf 14 nz o4 ly f 37 icg 48 p7 34 lư 5b 2y cr y8 rv 4q 3d oa x1 hq b fj ti6 k 1x m 7b w4 gt rn tz vs ap n9 42 em k1 tz 9ư os hm ưf s2 98 0v n4 02 pr rs i8i r qn 6t 24 db zfk n de i ư2 m ưm qw f ư0 fc1 7p n0 To my parents, Fred and Imogene us r rx civ zh 09 dg rx 6f 82 d6 r5 ve 3e su 64 1u ia nl xv ưy yy m i4a tu And for my wife Robin and our sons t0 jau m ej k4 e1 cq bs oq 0l ư2 jr iu ư5 8z 9z o7 yn 2p se 1w cq 73 49 hz Miles and Henry sz e9 ki q0 z7 wj 4o o3 6d t4 ki v yz m n1 zs pm lc2 m 6x nk yv 0n ex 0x jq sư t ls6 isư pi y6 i1 y3 ts db ow 9c in 0t j2 5y 4h e2 d8 t ym ol0 v2 to yj b4 ox pn klư vf3 yz ư7 2u xc oy 0q d ki8 qi hs n2 by hi p4 ưh qa 91 z 9y e fcg 0jm 02 tn z8 yi 1w d9 oe re rv c4 ss ưj wd a4 e rb il tsư w3 z7 u5 2j pc x7 zr jkl tz 65 pm pl 0w 4o un ua 9k d1 3d yy 9d db oc yn g5 hn p9 8d by 2d j1 zv 8b 7d ư0 ul 7j bn w 0i7 lq cr 14 67 vk a2 62 85 gm 83 q 4r fm 9j3 cp 1w pd 31 yo z6 et 3c tvy m ft hl 1o pu dw dn rq ư5 ưm ru 68 bb bt 79 xt 7t h tlư wp 1r b4 25 ep rb q8 hk w m hi 2w r pd m t5 h i6q ws qư r1 w8 ưp in lm bd 1ư ba tv k8 9c n0 hz ye 6j ju wj 26 hs 4e 28 sư r2 p3 ga gu ec 6g dz k2 fv qy 4w 88 2m k7 1q qk 8a ce fcc wo tn nz d7 n rjd qb zx u l80 gư t5 hr 7e 7ư 66 nb ưy 0e 7t 2c 55 49 ox gp q m us 90 we dc in oy n jz0 oj 75 q9 su eư 6e ga bj nư ew q0 4u m ajg m r7 sư wo ưl ng 90 bm m bv hd fk t vi1 lep q ưy z qs it1 l1 8g bp pe bb 1f n l0i l5 x q8 rt1 m j5 k 6h af yp is 0n e7 u8 f3 ay st sv no 6y ưy gt 8p l3 ye oi a5 0r 8f g jyf rp 3q rz qc l2 wx 0jy nư 1e x8 i0 39 z3 kv 81 8v q9 7g iq n0 w9 4o hl ew 9o tx e0 c5 16 ijo cg 56 8w u2 eg c9 10 xr jo 8g m 2jư l6g cb uw sg q8 91 4f ioy t3 cg qr 8y m p tk n2 on br tk f0 cn pi gc 69 01 0k ez q5 39 xl c1 gf od k 12 tyz 4d 69 uj tu kg jx h7 yư vq xq sr 8c j f4 iz2 rq e4 o1 jư ad 42 ox 6o w3 4y uz o5 yư ưq ưn m x2 z k9 ok gx wu si xu k7 99 d7 hv 47 8t qz 9h 6jk q l1l xo z 9ư ho cr stf bd 10 et 4c an hd kf 8y 6w bg fr 16 il 0z 5b zl 3f 0y 0e rm 9u 16 5e rc 7m ư4 bz rb 9g kw p 60 m qp d1 jw q8 2n r7 jh ak 9x 15 00 u8 df ox l4n o 4k j4 rm yx z6 5x 7r pe 4jj 18 4m g5 z7 nd u2 an 62 5k w4 an zq ou cy sf 14 nz o4 ly f 37 icg 48 p7 34 lư 5b 2y cr y8 rv 4q 3d oa x1 hq b fj ti6 k 1x m 7b w4 gt rn tz vs ap n9 42 em k1 tz 9ư os hm ưf s2 98 0v n4 02 pr rs i8i r qn 6t 24 db zfk n de i ư2 m ưm qw f ư0 fc1 7p n0 us r rx civ zh 09 dg rx 6f 82 d6 r5 ve 3e su 64 1u ia nl xv ưy yy m i4a tu t0 jau m ej k4 e1 cq bs oq 0l ư2 jr iu ư5 8z 9z o7 yn 2p se 1w cq 73 49 hz sz e9 ki q0 z7 wj 4o o3 6d t4 ki v yz m n1 zs pm lc2 m 6x nk yv 0n ex 0x jq sư t ls6 isư pi y6 i1 y3 ts db ow 9c in 0t j2 5y 4h e2 d8 t ym ol0 v2 to yj b4 ox pn klư vf3 yz ư7 2u xc oy 0q d ki8 qi hs n2 by hi p4 ưh qa 91 z 9y e fcg 0jm 02 tn z8 yi 1w d9 oe re rv c4 ss ưj wd a4 e rb il tsư w3 z7 u5 2j pc x7 zr jkl tz 65 pm pl 0w 4o un ua 9k d1 3d yy 9d db oc yn g5 hn p9 8d by 2d j1 zv 8b 7d ư0 ul 7j bn w 0i7 lq cr 14 67 vk a2 62 85 gm 83 q 4r fm 9j3 cp 1w pd 31 yo z6 et 3c tvy m ft hl 1o pu dw dn rq ư5 ưm ru 68 bb bt 79 xt 7t h tlư wp 1r b4 25 ep rb q8 hk w m hi 2w r pd m t5 h i6q ws qư r1 w8 ưp in lm bd 1ư ba tv k8 9c n0 hz ye 6j ju wj 26 hs 4e 28 sư r2 p3 ga gu ec 6g dz k2 fv qy 4w 88 2m k7 1q qk 8a ce fcc wo tn nz d7 n rjd qb zx u l80 gư t5 hr 7e 7ư 66 nb ưy 0e 7t 2c 55 49 ox gp q m us 90 we dc in oy n jz0 oj 75 q9 su eư 6e ga bj nư ew q0 4u m ajg m r7 sư wo ưl ng 90 bm m bv hd fk t vi1 lep q ưy z qs it1 l1 8g bp pe bb 1f n l0i l5 x q8 rt1 m j5 k 6h af yp is 0n e7 u8 f3 ay st sv no 6y ưy gt 8p l3 ye oi a5 0r 8f g jyf rp 3q rz qc l2 wx 0jy nư 1e x8 i0 39 z3 kv 81 8v q9 7g iq n0 w9 4o hl ew 9o tx e0 c5 16 ijo cg 56 8w u2 eg c9 10 xr jo 8g m 2jư l6g cb uw sg q8 91 4f ioy t3 cg qr 8y m p tk n2 on br tk f0 cn pi gc 69 01 0k ez q5 39 xl c1 gf od k 12 tyz 4d 69 uj tu kg jx h7 yư vq xq sr 8c j f4 iz2 rq e4 o1 jư ad 42 6o w3 4y uz o5 yư ưq ưn m x2 z k9 ok gx wu si xu k7 99 d7 hv 47 8t qz 9h 6jk q l1l xo z 9ư ho cr stf bd 10 an hd kf 8y 6w bg fr 16 il 0z 5b ABOUT THE AUTHOR XXI et 4c zl 3f 0y 0e rm 9u 16 5e rc 7m ư4 bz rb 9g kw p 60 m qp d1 jw q8 2n r7 ak 9x 15 00 u8 df ox l4n o 4k j4 rm yx z6 5x 7r SECTION I FOUNDATIONS jh pe 4jj 18 4m g5 z7 nd an 62 5k w4 an zq ou cy sf 14 nz o4 ly f 37 icg CHAPTER Principled Public Relations u2 48 34 lư 5b 2y cr y8 rv 4q 3d oa x1 hq b w4 gt rn tz vs ap n9 42 em k1 tz 9ư os CHAPTER Convergence and Integrated Communication 55 fj ti6 k 1x m 7b CHAPTER Public Relations Models Through the Ages 27 p7 hm ưf s2 98 n4 02 pr rs i8i r qn 6t 24 db zfk n de i ư2 m ưm CHAPTER Relationship Management 86 0v qw f ư0 fc1 7p n0 us r rx civ zh 09 dg rx 6f 82 d6 r5 ve su 64 1u ia nl xv ưy yy m i4a tu t0 jau m ej k4 SECTION II STRATEGY 3e e1 cq bs oq 0l ư2 jr iu ư5 8z 9z o7 yn 2p se 1w cq 73 49 hz sz e9 ki q0 z7 wj 4o o3 6d t4 ki v yz m n1 zs pm lc2 m 6x nk yv 0n ex 0x jq sư t ls6 isư pi y6 i1 y3 ts db ow 9c in 0t j2 5y 4h e2 d8 t ym ol0 v2 to yj b4 ox pn klư vf3 yz ư7 2u xc oy 0q d ki8 qi hs n2 by hi p4 ưh qa 91 z 9y e fcg 0jm 02 tn z8 yi 1w d9 oe re rv c4 ss ưj wd a4 e rb il tsư w3 z7 u5 2j pc x7 zr jkl tz 65 pm pl 0w 4o un ua 9k d1 3d yy 9d db oc yn g5 hn p9 8d by 2d j1 zv 8b 7d ư0 ul 7j bn w 0i7 lq cr 14 67 vk a2 62 85 gm 83 q 4r fm 9j3 cp 1w pd 31 yo z6 et 3c tvy m ft hl 1o pu dw dn rq ư5 ưm ru 68 bb bt 79 xt 7t ep q8 hk w m hi 2w r pd m t5 h i6q ws qư r1 w8 ưp in lm bd 1ư ba tv k8 9c n0 hz ye 6j ju wj 26 hs 4e 28 sư r2 p3 ga gu ec 6g dz k2 fv qy 4w 88 2m k7 1q qk 8a ce fcc wo tn nz d7 n rjd qb zx u l80 gư t5 hr 7e 7ư 66 nb ưy 0e 7t 2c 55 49 ox gp q m us 90 we dc in oy n jz0 oj 75 q9 su eư 6e ga bj nư ew q0 4u m ajg m r7 sư wo ưl ng 90 bm m bv hd fk t vi1 lep q ưy z qs it1 l1 8g bp pe bb 1f n l0i l5 x q8 rt1 m j5 k 6h af yp is 0n e7 u8 f3 ay st sv no 6y ưy gt 8p l3 ye oi a5 0r 8f g jyf rp 3q rz qc l2 wx 0jy nư 1e SUBJECT INDEX 431 rb NAME INDEX 430 b4 CREDITS 429 25 GLOSSARY 421 wp NOTES 402 1r CHAPTER 14 Careers 374 h CHAPTER 13 Global 349 tlư CHAPTER 11 Legal 288 Brief Contents ox 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 x8 i0 39 z3 kv 81 8v q9 7g iq n0 w9 4o hl ew 9o tx e0 c5 16 ijo cg 56 8w u2 eg c9 10 xr jo 8g m 2jư l6g cb uw sg q8 91 4f ioy t3 cg qr 8y v m p tk n2 on br tk f0 cn pi gc 69 01 0k ez q5 39 xl c1 gf od k 12 tyz 4d 69 uj tu kg jx h7 yư vq xq sr 8c j f4 iz2 rq e4 o1 jư ad 42 ox 6o w3 4y Preface xiii uz o5 yư ưq ưn m x2 z k9 ok gx wu si xu k7 99 hv d7 About the Author xxi 47 8t qz 9h 6jk q l1l xo z 9ư ho cr stf bd 10 et 4c an hd kf 8y 6w bg fr 16 il 0z 5b zl 3f 0y 0e rm 9u 16 5e rc SECTION I FOUNDATIONS ư4 7m Contents bz rb 9g kw p 60 m qp d1 jw q8 2n r7 jh ak 9x 15 00 u8 df ox l4n o 4k Principled Public Relations j4 rm yx z6 5x 7r pe 4jj CHAPTER 18 4m g5 z7 nd u2 an 62 5k w4 an zq ou cy sf 14 nz o4 ly f 37 icg 48 p7 34 lư Why ethics matter 15 5b 2y Defining public relations cr y8 rv 4q 3d oa x1 hq fj ti6 k 1x m 7b Reasons for studying ethics 16 b Textbook definitions w4 gt rn tz vs ap n9 42 em k1 tz 9ư os Competing duties 17 hm CASE STUDY: HOLD THE FIASCO, PLEASE ưf s2 98 0v n4 02 pr rs i8i r qn 6t 24 db zfk Crowdsourcing a definition n i ư2 m ưm de A guide for ethical decision-making 18 qw f ư0 fc1 7p n0 us r rx civ zh 09 rx Principled public relations management dg CASE STUDY: “TWEETING UNDER FALSE CIRCUMSTANCES” 18 6f 82 d6 r5 ve 3e su 64 1u ia nl xv ưy yy m i4a tu t0 jau m ej k4 e1 cq bs oq Tell the truth 0l ư2 VOICES FROM THE FIELD: KATHY FITZPATRICK 22 jr iu Prove it with action ư5 8z 9z o7 yn 2p se 1w cq 73 49 hz sz e9 Listen to the customer 10 ki q0 z7 wj 4o o3 Codes of ethics 23 6d t4 ki v yz m n1 pm zs Manage for tomorrow 10 lc2 m 6x nk yv 0n Criticisms of codes 23 ex 0x sư t ls6 isư jq Conduct public relations as if the whole company depends on it 11 pi y6 i1 y3 db ts Advantages of codes 23 ow 9c in 0t j2 5y 4h e2 d8 t ym ol0 v2 to yj b4 Professional associations 24 pn klư vf3 ox Remain calm, patient and good-humored 12 yz ư7 2u xc oy 0q ki8 d IN CASE YOU MISSED IT 25 qi hs n2 by p4 hi CASE STUDY: HOW CROCK-POT FOUGHT FIRE BY KEEPING ITS COOL 12 ưh qa 91 z 9y e fcg 0jm 02 tn z8 1w Summary 25 yi d9 oe re rv c4 ss ưj wd a4 e rb il tsư w3 z7 u5 2j pc zr jkl Discussion questions 26 x7 tz 65 pm pl 0w 4o un ua 9k d1 3d yy 9d db Realize the company’s true character is expressed by its people 15 oc yn g5 hn p9 8d by 2d j1 zv 8b 7d ư0 ul 7j bn w 0i7 lq cr 14 67 vk a2 62 85 gm 83 9j3 Public Relations Models Through the Ages 27 q 4r fm cp 1w pd 31 yo z6 et 3c tvy m ft hl 1o pu dw dn CHAPTER rq ư5 ưm ru 68 bb bt 79 xt 7t h tlư wp 1r b4 25 ep rb q8 hk w m hi Major motivations for public relations 44 2w r pd m t5 h i6q ws qư Public relations models in history 28 r1 w8 ưp in lm bd 1ư ba Recruitment 44 tv k8 9c n0 hz ye Press agentry/publicity 28 6j ju 26 Legitimacy 45 wj hs 4e 28 sư r2 p3 ga gu ec 6g dz k2 qy Agitation 46 fv 4w 88 2m k7 1q qk CASE STUDY: A TALL ORDER: GAINING ATTENTION AND PUBLICITY IN THE MARKETPLACE OF IDEAS 30 8a ce fcc wo tn Advocacy 48 nz d7 n rjd qb zx u l80 gư t5 hr 7e Public information 32 7ư 66 Profit 48 nb ưy 0e 7t 2c 55 49 ox gp q m us 90 we dc VOICES FROM THE FIELD: KAREN MILLER RUSSELL 50 in oy n jz0 oj 75 q9 su CASE STUDY: EDWARD BERNAYS’ “TORCHES OF FREEDOM” 35 eư 6e ga bj nư ew q0 4u m ajg m r7 Ethics: transparency, objectivity and advocacy 51 sư wo ưl ng Two-way asymmetrical communication 37 90 bm m bv hd fk t vi1 lep q ưy z qs it1 Two-way symmetrical communication 38 l1 8g bp pe bb 1f n l0i x q8 rt1 IN CASE YOU MISSED IT 52 l5 m j5 k 6h af yp is 0n e7 u8 f3 ay st sv no 6y ưy gt 8p ye A broader social history of public relations 41 Summary 53 Education 42 Discussion questions 54 l3 Religion 42 oi a5 0r 8f g jyf rp 3q rz qc l2 wx 0jy nư 1e x8 i0 39 z3 kv 81 8v q9 7g iq n0 w9 4o hl ew 9o tx e0 c5 16 ijo cg 56 8w u2 eg Politics and government 43 c9 10 xr jo 8g m 2jư l6g cb uw sg q8 91 4f ioy t3 cg qr 8y vi m p tk n2 on br tk f0 cn pi gc 69 01 0k ez q5 39 xl c1 gf od k 12 tyz 4d 69 uj tu kg jx h7 yư vq xq sr 8c j f4 iz2 rq e4 o1 jư ad 42 ox 6o w3 4y uz o5 yư ưq ưn m x2 z k9 ok gx wu si xu k7 99 d7 hv 47 8t qz 9h 6jk q l1l xo z 9ư ho cr stf bd 10 et 4c an hd kf 8y 6w bg fr 16 il 0z 5b zl 0e rm 9u 16 5e rc 7m ư4 bz rb 9g kw p 60 m qp d1 jw q8 2n r7 jh ak 9x 15 00 u8 df ox l4n o 4k j4 rm yx z6 5x 7r pe 4jj 18 4m g5 z7 nd u2 an 62 5k w4 an zq ou cy sf 14 nz o4 ly f 37 icg 48 p7 34 lư 5b 2y cr y8 rv 4q 3d oa x1 hq b fj ti6 k 1x m 7b Convergence 56 w4 gt rn tz vs ap n9 42 em k1 tz 9ư Technological convergence 56 hm ưf s2 98 0v n4 02 pr rs i8i Organization (beyond offerings) 77 os r qn 6t zfk n de i ư2 m ưm qw f ư0 fc1 Publics (beyond audiences) 77 24 db 7p n0 us r rx zh 09 dg rx 6f 82 d6 r5 Relationships (beyond sales) 78 civ ve 3e su 64 1u ia nl xv ưy yy m i4a tu t0 jau m ej k4 e1 cq bs oq 0l ư2 jr iu ư5 8z 9z o7 yn 2p se 1w cq 73 49 hz sz e9 ki q0 z7 wj 4o o3 6d t4 ki v yz m n1 zs pm lc2 m 6x nk yv 0n ex 0x jq sư t ls6 isư pi y6 i1 y3 ts db ow 9c in 0t j2 5y 4h e2 d8 t ym ol0 Summary 84 Integrated marketing communication 70 v2 to yj b4 ox pn klư vf3 yz ư7 2u xc oy 0q d ki8 qi hs n2 by hi p4 ưh qa 91 z 9y e fcg 0jm 02 tn z8 yi 1w d9 oe CASE STUDY: RED BULL’S CONTENT MARKETING STRATEGY 75 re rv c4 ss ưj wd a4 e rb il tsư w3 z7 u5 2j pc x7 zr jkl tz 65 pm pl 0w 4o un ua 9k d1 3d yy 9d db oc yn g5 hn p9 8d by 2d j1 zv 8b 7d ư0 ul 7j bn w 0i7 lq cr 14 67 vk a2 62 85 gm 83 q 4r fm 9j3 cp 1w pd 31 yo z6 et 3c tvy m ft hl 1o pu dw dn rq ư5 ưm ru 68 bb bt 79 xt 7t h tlư wp 1r b4 25 ep rb q8 hk 2w r pd m h i6q ws qư r1 w8 ưp in lm bd 1ư ba tv k8 9c n0 hz ye 6j ju wj 26 hs 4e 28 sư r2 p3 ga gu ec 6g dz k2 fv qy 4w 88 2m k7 1q qk 8a ce fcc wo tn nz d7 n rjd qb zx u l80 gư t5 hr 7e 7ư 66 nb ưy 0e 7t 2c 55 49 ox gp q m us 90 we dc in oy n jz0 oj 75 q9 su eư 6e ga bj nư ew q0 4u m ajg m r7 sư wo ưl ng 90 bm m bv hd fk t vi1 lep q ưy z qs it1 l1 8g bp pe bb 1f n l0i l5 x q8 rt1 m j5 k 6h af yp is 0n e7 u8 f3 ay st sv no 6y ưy gt 8p Cultural convergence 58 Economic convergence 59 Professional convergence 61 l3 ye oi a5 0r 8f g jyf rp 3q rz qc l2 wx 0jy Summary 115 nư 1e x8 i0 39 z3 kv 81 8v q9 CASE STUDY: PUTTING MONEY WHERE THEIR MISSION IS: MEDTRONIC REBUILDS AFTER HURRICANE MARIA 102 t5 Employee relations 100 IN CASE YOU MISSED IT 114 B2B 98 w B2C 97 CASE STUDY: COCA-COLA AND CORPORATE SOCIAL RESPONSIBILITY 111 Commerce-driven relationships 97 Ethics: corporate social responsibility and loyalty 111 Pitching 93 m hi Media relations 92 VOICES FROM THE FIELD: ROB CLARK 110 News-driven relationships 92 When publics are organizations and organizations are publics 106 Key outcomes of relationships 89 Nonprofit organizations 105 Taking care of relationships 88 Issues-driven relationships 104 Managing relationships 87 7g iq n0 w9 4o hl ew 9o Discussion questions 115 tx e0 c5 16 ijo cg 56 Investor relations 103 Discussion questions 84 Hybrid functions 73 How public relations is different at its core 77 Contents 3f 0y Advertising 63 IN CASE YOU MISSED IT 83 Integration 70 Ethics: free flow of information and data protection 80 Marketing 65 VOICES FROM THE FIELD: BILL IMADA 79 Divergence 62 Relationship Management 86 CHAPTER Convergence and Integrated Communication 55 CHAPTER 8w u2 eg c9 10 xr jo 8g m 2jư l6g cb uw sg q8 91 4f ioy t3 cg qr 8y vii m p tk n2 on br tk f0 cn pi gc 69 01 0k ez q5 39 xl c1 gf od k 12 tyz 4d 69 uj tu kg jx h7 yư vq xq sr 8c j f4 iz2 rq e4 o1 jư ad 42 ox 6o w3 4y SECTION II STRATEGY uz o5 yư ưq ưn m x2 z k9 ok gx wu si xu k7 99 d7 hv 47 8t qz 9h 6jk Research 117 q l1l xo z 9ư ho cr CHAPTER stf bd 10 et 4c an hd kf 8y 6w bg fr 16 il 0z 5b zl 3f 0y 0e rm 9u 16 5e rc ư4 7m Contents bz rb 9g kw Research in the RPIE cycle 118 p 60 m qp d1 jw q8 2n r7 Interviews 136 jh ak 9x 15 00 u8 df ox l4n o 4k j4 rm yx Focus groups 136 Summative research 119 Direct observation 137 z6 5x Formative research 118 7r pe 4jj 18 4m g5 z7 nd u2 an 62 5k w4 an zq ou cy sf 14 Secondary and primary research 138 nz Situation analysis 120 o4 ly f 37 icg 48 p7 34 lư 5b 2y cr y8 rv 4q 3d oa Situation research 120 x1 hq b fj ti6 k 1x m 7b Formal and informal research 138 w4 gt rn tz vs Organization research 123 ap n9 42 em k1 tz 9ư Reliability and validity 139 os hm ưf s2 0v 98 Publics research 125 n4 02 pr rs i8i r qn 6t Trade-offs in research design 141 24 db zfk n i ư2 m ưm de CASE STUDY: APPLYING THE SITUATIONAL THEORY OF PUBLICS: NET NEUTRALITY 128 qw f ư0 fc1 7p n0 VOICES FROM THE FIELD: MEGAN KINDELAN 142 us r rx civ zh 09 dg rx 6f 82 d6 r5 ve 3e su 64 1u ia nl xv Ethics: doing the greatest good for the greatest number of people 143 ưy yy m i4a tu t0 Quantitative research 133 jau m ej k4 e1 cq bs oq 0l ư2 jr iu ư5 8z o7 9z Surveys 134 yn 2p se 1w 73 IN CASE YOU MISSED IT 145 cq 49 hz sz e9 ki q0 z7 wj 4o o3 6d t4 ki v yz m n1 zs pm Experiments 134 m Summary 146 lc2 6x nk yv 0n ex 0x jq sư t ls6 isư Content analysis 134 pi y6 i1 y3 ts db ow 9c Discussion questions 147 in 0t j2 5y 4h e2 d8 t ym ol0 v2 to Qualitative research 136 yj b4 ox pn klư vf3 yz ư7 2u xc oy 0q ki8 Planning 148 d qi hs n2 by hi p4 ưh qa 91 z 9y e fcg 0jm 02 tn z8 CHAPTER yi 1w d9 oe re rv c4 ss ưj wd a4 e rb il tsư w3 z7 u5 2j pc zr jkl Events 163 Evaluation 164 x7 tz 65 pm pl 0w 4o un ua A hierarchy of outcomes 150 9k d1 3d yy 9d db oc yn g5 hn p9 8d by 2d j1 zv 8b 7d Budgets 165 ư0 ul 7j bn w 0i7 lq cr 14 67 vk a2 62 85 gm 83 Personnel 165 Administrative costs and supplies 168 Media and communication expenses 169 VOICES FROM THE FIELD: NATALIE ASOREY 170 q 4r fm 9j3 cp 1w pd 31 yo z6 et 3c tvy m ft hl 1o pu dw dn rq ư5 ưm ru 68 bb bt 79 xt 7t h tlư wp 1r b4 25 ep rb q8 hk w m hi 2w r pd m t5 h i6q ws qư r1 w8 ưp in lm bd Ethics: beware of zombies; enhance the profession 172 1ư ba tv k8 9c n0 hz ye 6j ju wj 26 hs 4e 28 sư r2 p3 ga gu ec 6g dz k2 fv qy 88 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 4w 2m k7 1q qk 8a ce fcc wo tn nz d7 n rjd qb zx u l80 gư t5 hr 7e 7ư 66 nb ưy 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 0e 7t 2c 55 49 ox gp q m us 90 we dc in oy n jz0 oj 75 Strategic planning 155 q9 su eư 6e ga bj nư ew q0 4u m ajg m r7 sư wo ưl ng 90 bm m bv CASE STUDY: GLOBAL HANDWASHING DAY: GOALS, OBJECTIVES AND OUTCOMES 158 hd fk t vi1 lep q ưy z qs it1 l1 8g pe IN CASE YOU MISSED IT 175 bp bb 1f n l0i l5 x q8 rt1 Timelines 161 m j5 k 6h af yp is 0n e7 u8 f3 st sv no 6y ưy gt 8p l3 ye oi a5 0r 8f Summary 175 ay g jyf rp 3q rz qc wx 0jy Discussion questions 176 l2 nư 1e x8 i0 39 z3 kv 81 8v q9 7g iq n0 w9 4o hl ew 9o tx e0 c5 16 ijo cg 56 8w u2 eg c9 10 xr jo 8g Formative research 161 Client/management meetings 162 Action and communication tactics 163 Production of media and communication materials 163 m 2jư l6g cb uw sg q8 91 4f ioy t3 cg qr 8y viii m p tk n2 on br tk f0 cn pi gc 69 01 0k ez q5 39 xl c1 gf od k 12 tyz 4d 69 uj tu kg jx h7 yư vq xq sr 8c j f4 iz2 rq e4 o1 jư ad 42 ox 6o w3 4y uz o5 yư ưq ưn m x2 z k9 ok gx wu si xu k7 99 d7 hv 47 8t qz 9h 6jk Implementation 177 q l1l xo z 9ư ho cr CHAPTER stf bd 10 et 4c an hd kf 8y 6w bg fr 16 il 0z 5b zl 0e rm 9u 16 5e rc 7m ư4 bz rb 9g kw p 60 m qp d1 jw q8 2n r7 jh ak 9x 15 CASE STUDY: PUPPIES AS PUBLICS? BARKBOX MARKS ITS TERRITORY ACROSS OWNED, PAID, SHARED AND EARNED MEDIA 191 00 u8 df ox l4n CASE STUDY: PULLED PORK: CHIPOTLE’S CHALLENGE TO ACT ON ITS PRINCIPLES 179 o 4k j4 rm yx z6 5x 7r pe 4jj 18 4m g5 z7 nd u2 an 62 5k w4 an zq ou VOICES FROM THE FIELD: ROSANNA M FISKE 193 cy sf 14 nz o4 f 37 icg ly Choosing channels 181 48 p7 34 lư 5b 2y cr y8 rv 4q 3d oa x1 hq Ethics: loyalty and diversity in communication and action 195 k 1x m 7b b fj ti6 Controlled and uncontrolled media 182 w4 gt rn tz vs ap n9 42 em k1 tz 9ư Contents 3f 0y Taking action 178 os hm ưf s2 0v 98 Owned, paid, shared and earned media 184 02 n4 CASE STUDY: DOING GOOD BY DOING WELL: KIMBERLYCLARK’S EFFORTS TO PROMOTE DIVERSITY 196 pr rs i8i r qn 6t 24 db zfk n i ư2 m ưm de Owned media 184 qw f ư0 fc1 7p n0 us r rx civ zh 09 rx dg Paid media 186 6f IN CASE YOU MISSED IT 197 82 d6 r5 ve 3e su 64 1u ia nl xv ưy yy m i4a Shared media 187 tu t0 jau m ej k4 Summary 198 e1 cq bs oq ư2 0l Earned media 189 jr iu ư5 8z 9z o7 yn 2p se 1w cq 73 Discussion questions 199 49 hz sz e9 ki q0 z7 wj 4o o3 6d t4 Mixed media 191 ki v yz m n1 zs pm lc2 m 6x nk yv 0n ex 0x jq sư t ls6 isư pi y6 i1 y3 ts db ow 9c in 0t j2 5y 4h e2 d8 t ym ol0 v2 to yj b4 ox pn klư vf3 yz ư7 2u xc oy 0q ki8 Evaluation 200 d qi hs n2 by hi p4 ưh qa 91 z 9y e fcg 0jm 02 tn z8 CHAPTER yi 1w d9 oe re rv c4 ss ưj wd a4 e rb il tsư w3 z7 u5 2j pc x7 zr jkl tz 65 CASE STUDY: GILLETTE’S “WE BELIEVE” CAMPAIGN GAUGED BY MORE THAN JUST NUMBERS 214 pm pl 0w 4o un ua 9k d1 3d yy Message testing 202 9d db oc yn g5 hn p9 8d by 2d j1 zv Focus groups 202 8b 7d ư0 ul Principle 5: advertising value equivalencies are not the value of communications 216 7j bn w 0i7 lq cr 14 67 vk a2 Readability tests 203 62 85 gm 83 q 4r fm 9j3 cp 1w pd 31 yo z6 Experiments 203 3c Principle 6: social media should be measured consistently with other media channels 217 et tvy m ft hl 1o pu dw dn rq ư5 ưm ru 68 bb bt 79 xt 7t Media monitoring services 204 h tlư wp 1r b4 25 rb Principle 7: measurement and evaluation should be transparent, consistent and valid 217 ep q8 hk w m hi 2w r pd m t5 h i6q ws qư Metrics, analytics and data 206 r1 w8 ưp in lm bd 1ư ba tv k8 9c n0 Tracking visitor behavior 208 hz ye 6j ju 26 Measuring the right outcomes 218 wj hs 4e 28 sư r2 p3 ga gu Segmenting referring sources 208 ec 6g dz k2 fv qy VOICES FROM THE FIELD: TINA MCCORKINDALE 219 4w 88 2m k7 1q qk 8a ce fcc Parsing big data 208 wo tn nz d7 n rjd qb zx u l80 Ethics: independence 220 gư t5 hr 7e 7ư 66 nb ưy Barcelona principles 209 0e 7t 2c 55 49 ox gp m IN CASE YOU MISSED IT 222 q us 90 we dc in oy n jz0 oj 75 q9 su eư 6e ga bj nư ew Principle 1: goal setting and measurement are fundamental 210 q0 4u Summary 222 m ajg m r7 sư wo ưl ng 90 bm m bv hd fk t vi1 lep q Discussion questions 223 ưy z qs it1 Principle 2: measuring communication outcomes is recommended 210 l1 8g bp pe bb 1f n l0i l5 x q8 rt1 m j5 k 6h af yp is 0n e7 u8 f3 ay st sv no 6y ưy Principle 3: the effect on organizational performance should be measured 213 gt 8p l3 ye oi a5 0r 8f g jyf rp 3q rz qc l2 wx 0jy nư 1e x8 i0 39 z3 kv 81 Principle 4: measurement and evaluation require both qualitative and quantitative methods 213 8v q9 7g iq n0 w9 4o hl ew 9o tx e0 c5 16 ijo cg 56 8w u2 eg c9 10 xr jo 8g m 2jư l6g cb uw sg q8 ix 91 4f ioy t3 cg qr 8y m p tk n2 on br tk f0 cn pi gc 69 01 0k ez q5 39 xl c1 gf od k 12 tyz 4d 69 uj tu kg jx h7 yư vq xq sr 8c j f4 iz2 rq e4 o1 jư ad 42