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Copyright © 2005 by Sage Publications, Inc All rights reserved No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher For information: Sage Publications, Inc 2455 Teller Road Thousand Oaks, California 91320 E-mail: order@sagepub.com Sage Publications Ltd Oliver’s Yard 55 City Road London EC1Y 1SP United Kingdom Sage Publications India Pvt Ltd B-42, Panchsheel Enclave Post Box 4109 New Delhi 110 017 India Printed in the United States of America Library of Congress Cataloging-in-Publication Data Encyclopedia of public relations / edited by Robert L Heath p cm “A Sage reference publication.” Includes bibliographical references and index ISBN 0-7619-2733-6 (cloth) Public relations—Encyclopedias I Heath, Robert L (Robert Lawrence), 1941HD59.E48 2005 659.2’03—dc22 2004009256 This book is printed on acid-free paper 04 05 06 07 10 Acquisitions Editor: Editorial Assistant: Developmental Editor: Production Editor: Copy Editor: Typesetter: Proofreader: Indexer: Cover Designer: Margaret H Seawell Jill Meyers Paul Reis Diane S Foster David Mason, Publication Services C&M Digitals (P) Ltd Libby Larson Jeanne R Busemeyer Ravi Balasuriya Contents Editorial Board vi List of Entries vii Reader’s Guide xi Illustrations and Tables xv Contributors xix Preface xxiii Acknowledgments xxix About the Editor xxxi Entries Volume I: A-L 1–498 Volume II: M – Z 499–1025 Appendices Appendix 1: The Public Relations Society of America Code of Ethics 907 Appendix 2: International Association of Business Communicators Code of Ethics 913 Appendix 3: Milestones in the History of Public Relations 915 Appendix 4: Public Relations Education for the 21st Century: A Port of Entry 919 Appendix 5: The Corporate Annual Report: An Evolution 951 • American Bell Telephone Company Annual Report, 1881 • AT&T 2002 Annual Report Appendix 6: Public Relations Society of America Local Chapters 981 Appendix 7: Public Relations Online Resources 989 Appendix 8: Where to Study Public Relations 993 Appendix 9: Dictionary of Public Relations Measurement 1013 Index 1027 Editorial Board Editor Robert L Heath University of Houston Advisory Editors Elizabeth L Toth University of Maryland, College Park John Madsen Buena Vista University, Emeritus Dean Kruckeberg University of Northern Iowa Kirk Hallahan Colorado State University W Timothy Coombs Eastern Illinois University Shannon A Bowen University of Houston Betteke van Ruler University of Amsterdam Kathleen S Kelly University of Florida vi List of Entries Accommodation: contingency theory Account executive Account manager/account management Activism Actuality Advance Advertising Advertising equivalency Africa, practice of public relations in Age of deference (end of) Agenda Online Agenda-setting theory Ailes, Roger Eugene Alumni relations Annual community reports Annual financial report Annual health, safety, and environment (HSE) reports Antecedents of modern public relations AP style Apologia theory APR Asia, practice of public relations in Attribution theory Australia and New Zealand, practice of public relations in Backgrounder Baker, Joseph Varney Barkelew, Ann H Barnum, P T Bateman, J Carroll Battle of the currents Baxter, Leone, and Whitaker, Clem Beat Beeman, Alice L Benchmarking Berlowe, Phyllis Bernays, Edward Best practices Bill stuffer Bio Black, Sam Block, Ed Bogart, Judith S Boulwarism Boxed print Brand equity and branding Bridge Brochure Burson, Harold Business Wire Byline Byoir, Carl Campaign Canada, practice of public relations in Caption/cutline Case study Cause-related marketing Chaos and complexity theory Chase issue management cycles Chase, W Howard Chat Circulation Citizens advisory committees/panels Client Client/agency relationships Clip (news clip) and clipping services Coalition building Co-creation of meaning theory Codes of ethics Codes of public relations practice Collaborative decision making Collateral College and university public relations Colorado Coal Strike Commercial online service Commercial speech Committee on Public Information Commodifying information Communication audit and auditing Communication management Communication technologies Communitarianism Community and community building Community relations Composing/composition Confederation Europeenne des Relations Publiques (CERP) Conflict resolution Constructionism theory Consumer/customer relations Content analysis Contingency theory Control Co-optation Co-orientation theory Copy Copyright Corporate image Corporate moral conscience Corporate social responsibility Counseling Credits Crisis and crisis management vii viii———Encyclopedia of Public Relations Crisis communication Crisis communications and the Tylenol poisonings Critical theory Cultivation theory Cultural topoi Culture Cutlip, Scott M Davis, Elmer, and the Office of War Information Deadline Decision theory Defamation (libel and slander) Demographics Deontology De-positioning Dialogue Differentiation Diffusion of innovations theory Digital Age/digitization Direct mail Discourse theory Discussion board Doublespeak Dramatism and dramatism theory Drobis, David Druckenmiller, Robert T Dudley, Pendleton EDGAR Online Editing Editor and publisher Editorial Ellsworth, James Drummond Employee communication Encroachment theory Endorsement Enlightenment and modernity Entertainment industry publicity/promotion Environmental groups Environmental scanning Epley, Joe Ethics of public relations Europe, practice of public relations in Event Evolution of publicity agencies Excellence theory Executive management Experiment/experimental methods External publications Exxon and the Valdez crisis Fact sheet Fantasy theme analysis theory FAQs Feature Federal Communications Commission Federal Trade Commission Feminization theory Flack Flame Fleischman, Doris Elsa Flier Focus group Follower/member newsletter Font Formative research Four-Minute Men Frame Framing theory Frede, Ralph E Free market system Free speech Freelance writers Functions of public relations Fundraising Game theory Gantt chart Gatekeepers Ghostwriting Goals Golin, Al Goodwill Government relations Graphics Gregg, Dorothy Griswold, Denny Gross impressions Hammond, George Health Belief Model Hearing Hill, John Wiley Hold and Hold for release Home page Hood, Caroline Hoog, Thomas W Hotline Howlett, E Roxie Human interest Hunter, Barbara W Hype Hyperlink Identification Image Image restoration theory Impression management theory Impressions Industrial barons (of the 1870s–1920s) Infomercial Information integration theory Information retrieval system Information society Institute of Public Relations (IPR) Insull, Samuel Integrated marketing communication Intercultural communication theory Internal communication International Association of Business Communicators (IABC) International Public Relations Association Internship Interpersonal communication theory Interview as a communication tool Interview as research tool Investigative journalism Investor relations Involvement Issue Management Council Issues management Jaffe, Lee K Kaiser, Inez Y Kassewitz, Ruth B Kendrix, Moss Labor union public relations Laurie, Marilyn Layout Learning theory Lee, Ivy Legitimacy and legitimacy gap Lesly, Phillip Lobbying Lobsenz, Amelia Localize Logo Lucky Strike Green Campaign Management theory Managing the corporate public relations department Market share Marketing List of Entries———ix Marketplace of ideas Material information Matrixing/matrix management Mean and median Measuring/measures Media calls Media conferences Media effects Media mix strategies Media networks Media relations Media release Mentoring Minorities in public relations Mission and vision statements Modernity and postmodernity Moral development Moral philosophy Motivation theory Muckrakers (and the Age of Progressivism) Multimedia Mutually beneficial relationships Narrative theory Narrowcasting/broadcasting National Black Public Relations Society (NBPRS) National Investor Relations Institute Network theory New business development News and newsworthy News services News story Newsletter Newsom, Earl Nongovernmental organizations (NGOs) Nonprofit organizations Objectives Oeckl, Albert Online public relations Op-ed Openness Opportunity and threat Organizational identity and persona Page, Arthur W Pamphlet Parent/student newsletter Parke, Isobel Parker, George Paster, Howard G Penney, Pat Perjury Perspectivism theory Persuasion theory PERT Chart Philanthropy Photo-op Pitch letter Plank, Betsy Political action committees (PACs) Political speech Portfolio Position and positioning Postcolonialism theory and public relations Power resource management theory PR Newswire PR Watch Practice Presidential press secretaries Press agentry Press kit Privatizing public opinion (and “publictizing” private opinion) Proactivity and reactivity Process research Professional and professionalism ProfNet Program/action plans Promotion Propaganda Psychographics Psychological processing Public affairs Public Affairs Council Public health campaign Public interest Public opinion and opinion leaders Public policy planning Public relations Public relations agency Public relations department Public relations education, history of Public Relations Field Dynamics (PRFD) Public relations research Public Relations Society of America Public Relations Student Society of America Public sector Public service announcements (PSAs) Public sphere (Öffentlichkeit) Public sphere discourse Publicist Publicity Publicly held companies Publics Puffery Pyramid style Qualitative research Quantitative research Race and crisis communication Railroad industry in the 19th century Reach Regulated monopolies Reinforcement theory Relationship management theory Reliability Reputation management Research goals Research objectives Return on investment Rhetorical theory Risk communication Roberts, Rosalee A Ross, Thomas J “Tommy” Rules theory Sampling Sandbagging Scales Schoonover, Jean Search engine Securities and Exchange Commission Segmentation Semiotics theory Situation analysis Situation ethics Situational theory of publics Smith, Rea Social construction of reality theory Social exchange theory Social movement theory Society Sonnenberg, Ben Sound bite South Africa, practice of public relations in Speakers bureaus Speechwriting Spin Spiral of silence theory Sports promotion Stakeholder theory x———Encyclopedia of Public Relations Stakes Statistical analysis Stewardship of large organizations Straight news Strain Strategic business planning Strategic partnerships Strategies Stylebook Subjective expected utilities theory Survey Sweden, practice of public relations in Symbolic interactionism theory Symmetry Systems theory Tactics Tag Target Theory of reasoned action Theory-based practice Third-party endorsement Trade associations (and Hill & Knowlton’s role in) Transtheoretical model of behavior change Travel and tourism public relations Traverse-Healy, Tim Trust Two-step flow theory Two-way and one-way communication United States government and public relations Uses and gratifications theory Utilitarianism Uncertainty reduction theory United Kingdom, practice of public relations in Zones of meaning Vail, Theodore Newton Validity Voter and constituent relations Warfare and public relations Web site Wire service Women in public relations Writing Index———1053 NCWO See National Council of Women’s Organizations (NCWO) Neal, P., 171 Near v Minnesota, 348 Neff, Bonita Dostal, 174–177, 489–492 Negative bias, 662 Negotiations, 144–145 Negotiations, multiple-party, 183 Negotiation stage, Neidhardt, Friedhelm, 708 Neilson, D., 705–706 Neilson, Eric H., 782 Nelson, D., 638 Nelson, Hale, 467 Nelson, Ted, 401 Nessen, Ronald H., 638 Nessman, Karl, 298 Netiquette, 259, 328 Netmeetings, 589 Network theory, 564–567 See also Openness; Stakeholder theory; Symmetry; Systems theory; Two-way and one-way communication Neupauer, Nicholas, 808 Nevins, A., 416, 698 New business development, 567–568 See also Account executive (AE); Client; Public relations agency News and newsworthy, 568–569 See also Agenda-setting theory; Framing theory; Gatekeepers; Media relations News calls, 148 News clip See Clip (news clip) and clipping services News content, 571–572 News frame, 343 Newsletter, 147, 312, 572–573 follower/member, 333–334 parent/student, 604–605 See also Brochure; Collateral News media, 569 Newsom, Doug, 37, 56, 62–64, 82, 98–99, 116, 233, 350, 530–531, 646, 650, 674, 704, 714, 716, 899 Newsom, Earl, 268, 573–576, 675, 687, 787 See also Backgrounder; Bernays, Edward; Financial report, annual; Goodwill; Hearing; Issues management; Position and positioning; Publics; United States government and public relations Newspaper, 147, 524–525, 592–593 See also Media conferences Newspaper circulation, 127 Newsroom cultures, 568 News services, 569–570 See also Media relations; Media release News story, 570–572, 816 news content in, 571–572 news values in, 570–571 structure of, 571–572 News values, 570–571 Newton, Isaac, 517 New York Times v Sullivan, 243 New Zealand See Australia and New Zealand, practice of public relations in NGOs See Nongovernmental organizations (NGOs) Nichols, Marie H., 752, 789 Nicholson, Joel, 429 Nielsen, Munck, 283 Nietzsche, Frederick, 613, 782 Nigerian Institute of Public Relations (NIPR), 15 Nike, 407, 511, 597, 773 Nike v Kasky, 628 NIMBY See “Not in my back yard” (NIMBY) NIPR See Nigerian Institute of Public Relations (NIPR) NIRI See National Investor Relations Institute (NIRI) Nixon, Richard, 24, 57, 71, 266, 638 Noelle-Neumann, Elisabeth, 804–805 Nominal data, 766 Non-consequentialism approach, 544 Nongovernmental organizations (NGOs), 576–578, 879 Nonmediated endorsements, 282–283 Non-probability sample, 764 Nonprofit organizations, xxvi, 194, 578–582 characteristics, 579 creation of, 170 public relations function, 579–582 See also Fundraising; Publics Nonprofit sector, 618 Noonan, Peggy, 363 Norcott, Kendall, 606 Norcross, J C., 861 Nordhaus, W D., 348 Normative linkage, 719 Normative practitioner theory, 586 Normative theory, 852 Norrander, B., 677 “Not in my back yard” (NIMBY), Novelli, Bill, 266 Novelli, Porter, 266 Nuggetizing, 491 O’Barr, W., 325 Objectives, 74, 583–584 See also Benchmarking; Formative research; Goal; Qualitative research; Quantitative research; Research objectives; Reputation management Objectivity, 517 OBS See Organizational boundary spanning (OBS) Occupational Safety and Health Administration, 19 O’Connor, Amy, 745–746 O’Connor, Joan Patrick, 701 Odom, M., 563 O’Donnell, Victoria, 652 Odwalla Corp., 527 O’Dwyer, J., 77, 374 Oeckl, Albert, 299, 441, 585–587, 654 See also Bernays, Edward L.; Promotion; Publicity; Symmetry “Offentlichkeitsarbeit,” 283 “Offentlichkeit,” 299 Office of War Information (OWI), 237–239, 894 See also Davis, Elmer Official Bulletin, 156 Ogden, J R., 525 Ogilvy & Mather, 767–768, 916 Ogrizek, M., 160 O’Hagan, James, 62 1054———Encyclopedia of Public Relations O’Keefe, D J., 482, 851 O’Keefe, S., 592 Olaniran, Bolanle A., 314–316, 732 Olasky, Marvin N., 80, 299, 426 Oliver, Christine, O’Neill, M., 357 One-on-one communication, 167–168 One-way communication, 869–870 Online communities, 173 Online forum, 259 Online meetings, 589 Online newsrooms, 588 Online press kit, 640 Online public relations: applications of, 590–591 discussion groups, chats, and online meetings, 589 electronic mail (e-mail), 589 extranet, 588–589 intranet, 588–589 management of, 591–592 relationship building, 591 tools for, 587–592 Online sources, for public relations, 989–991 Ontology, 168, 262 Op-ed, 592–593 Op-ed lead, 816 Openness, 565, 593–595 Open systems, 643 Operant conditioning, 660 Operational view, 300 Operations management, 499–500 Opinion leaders, 665–667 Opportunity and threat, 595–596 See also Apologia theory; Crisis and crisis management; Crisis communication Optimistic bias, 662 Opukah, S., 17 Ordinal-level measurement, 766 Organization, public agreement versus perceptions of agreement, 197 Organizational boundary spanning (OBS), 593 Organizational communication audit, 159–160 Organizational identity and persona, 596–598 See also Identification; Image; Legitimacy and legitimacy gap Organizational impression management, 410 Organizational legitimacy, 486 Organizational/managerial effectiveness paradigm, 81 Organizational politics, 410 Organization-public accuracy, 198–199 Organization-public agreement, 198 Organization-public relationships, 741–743 Organizations, stewardship of large, 814–816 Organization-stakeholder relationship, 785 Organized labor, 478 O’Rourke, James, 118 Orsborn, Nicki, 382 Ostry, Bernard, 113 O’Toole, John E., 460 O’Toole, W., 302 Ott, J S., 582 Otway, H., 754 Outcome objectives, 584 Outcome-oriented criteria, 146 Out-of-bounds (OB) markers, 45 Output measures, 164 Owen, Michael, 494 OWI See Office of War Information (OWI) Oxford English Dictionary, 326 P T Barnum/Jerry McGuire approach, 800 PAC See Political action committee (PAC) Pacific Islander, 533 Package, 509 Page, Arthur W., 206, 226, 416, 511, 599–603, 688–689, 696, 757, 894, 917 Page, C., 897 PageMaker, 604 Page spread, 94–95 Paine, Albert Bigelow, 889 Paine, Thomas, 786 Palenchar, Michael J., 127–129, 755, 780–783 Palmgreen, Philip, 882 Paluszek, John, 690, 702 Pamphlet, 100, 147, 525, 603–604 See also Brochure; Collateral Papa John’s, 722 Papinchak, Kelly M., 25–26, 62–65, 83–84, 104–105, 116, 127, 229–230, 323–326 Papper, Robert A., 826 Papson, S., 774 Paradigms, 852 Parente, Donald, 774 Parent/Student newsletter, 604–605 See also Newsletter; Web site Paris, D., 171 Park, C Whan, 455 Park, Isobel, 605–607 See also Public Relations Society of America (PRSA); Public Relations Student Society of America (PRSSA) Park, J., 200 Park, R., 569 Park, Robert, 568 Parke, Isobel, 605–607 Parker, Alton, 608 Parker, George, 268, 303–305, 482, 607–609, 686, 756 Parker, R C., 573 Parkes, Kristine A., 603–604 Parkinson, M G., 202, 244 Parole, 772 Parrott, R., 111, 785–786 Parsons, Talcott, 719, 866 Participant-observation, 727 Partnership for Drug-Free America, 671 Pasadeos, Y., 690 Passer, H C., 69–70 Paster, Howard G., 609–610 Pathos, 614–615 Patman, Wright, 107 Index———1055 Paton, H J., 246–247 Patton, Robert, 563 Pauchant, Thierry C., 217, 809 Pavlidis, Manos B., 441 Pavlik, John V., 337, 645, 696, 730, 897 Payne Fund Studies, 545 Paynich, V., 417 Payton, R L., 620 PCAOB See Public Company Accounting Oversight Board (PCAOB) PDA See Personal data assistant (PDA) Peak B., 177 Pearson, Ron L., 207, 297, 370, 788, 839, 841 Pedersen, Wes, 326, 666–669 Pegels, C Carol, 44 Penington, G., 471 Penney, E., 99 Penney, Pat, 610–611 Pentagon, 527 People, as first P in marketing definition, 508 Peppers, Don, 784 Pepsi logo, 773 Perceived susceptibility, 383–385 Perception, 197, 660, 795 Performance ratings, 282 Perjury, 611–612 See also Ethics in public relations; Lobbying; Public Relations Society of America (PRSA) Perlmeter, Irving, 638 Perman, A., 612 Perry, Arlethia, 561 Perry, Leslie S., 473 Persona, 596–598 Personae, 791 Personal data assistant (PDA), 589 Personal influence model, 45 Personalized information services, 666 Personal news story See Human interest; News story Personal selling, 428 Personal values, 658–659 Person schema, 661 Perspective or focus, 168 Perspectivism theory, 612–614 Persuading vs informing, 11 Persuasion, 253, 785 Persuasion theory, 614–616, 849–851 See also Demographics; Motivation theory; Propaganda; Psychographics; Psychological processing; Public opinion and opinion leaders; Publics PERT Chart, 616–617, 644 See also Gantt Chart Pertinence, 198 PETC See PRISA Education and Training Center (PETC) Petelle, J L., 872 Peterson, W H., 93–94 Petit, Thomas, 776 Petras, J W., 936 Pettigrew, Andrew, 499, 820 Petty, R E., 665 Pfau, Michael, 111, 785–786 Pfeffer, J., 486, 811 Philanthropy, 283, 354, 617–620 charity versus, 619 public relations practitioners, 620 voluntary association, 619 voluntary giving, 618–619 See also Fundraising; Nonprofit organizations; Public relations Phillingane, Emma Daugherty, 100–101, 147, 286, 330–331, 372–373, 480, 495, 530–531, 572–573, 604, 638–639, 712–714, 846 Phillips, D., 133 Phillips, David Graham, 548 Photo-op, 620–621 See also Media relations; Media release Pickens, T Boone, 449 Pieczka, M., 647, 752 Pi index, 191 Pilgrim’s Promise, 548 Pimlott, J A R., 786 Pinkleton, B E., 365, 584, 775, 814, 891 Pires, Mary Ann, 822–823 Pitch, 130 Pitch letter, 621 Pitt, L F., 631 Pizza Hut, 722 Place, 509 Plank, Betsy, 61, 67, 467, 622–624, 690, 696–704 See also Institute for public relations (IPR); Page, Arthur W.; Public Relations Society of America (PRSA); Public Relations Student Society of America (PRSSA) Planographic, 177–178 Plan or program paradigm, 81 Plasma display, 525 Plato, 782 Plowman, Ken, 181–184, 842 Pluralistic ignorance, 198 Pohl, Gayle, 441 Policies and procedures, communications, 162 Political action committee (PAC), 624–627, 666–667 Political advertising, 11, 892 Political involvement, 453 Political speech, 627–628 See also Commercial speech Politics, 891–892 Pollard, J., 608 Pollay, R W., 391 Polychronic cultures, 430 Pomerantz, Anita, 408 Pompper, Donnalyn, , 359–361 524, 533–535, 569, 629–630, 635–637, 816–817 Pondel, Roger S., 451 Porter, Michael E., 508, 824 Porter, R E., 430 Portfolio, 628–629 See also International Association of Business Communicators (IABC); Internship; Public Relations Society of America (PRSA); Public Relations Student Society of America (PRSSA) Port of Entry Report, 919–949 1056———Encyclopedia of Public Relations Position and positioning, 629–631 See also Advertising; Marketing; Media networks; Two-way and one-way communication Positioning, 508–509 Position paper, 55 Positive theory, 852 Postcolonialism theory and public relations, 631–632 Postmodernity, 537–540 Post mortem, 220 Potential Rating Index for ZIP Markets (PRIZM), 657 Powell, Joseph L., 638 Power distance, 429 Power resource management theory, 632–634 Practice, 635–637 Practitioner, 635–637 Prater, Maureen, 701 Pratt, Cornelius B., 209 Precontemplation stage, 860 Predictive research, 519 Predisposing variable, Preparation stage, 860 Presidential press secretaries, 637–638 Presley, Sam, 561 Press agency, 286 Press agentry, 638–639, 713–714 See also Barnum, P T.; Bernays, Edward L.; Entertainment industry publicity/promotion; Promotion; Publicist; Publicity Press conference, xxvii Press kit, 639–641 Preston, Ann, 504–506, 673–675 Preston, Ivan L., 323, 722 Preston, L E., 811 PRFD See Public relations field dynamics (PRFD) PRIA See Public Relations Institute of Australia (PRIA) Price, as third P in marketing definition, 508–509 Price, V., 301 Priester, J R., 665 Primary data, 75 Primes, 340 Primlott, J A R., 370 Prince William Sound, 314–315, 918 Principle of proportionate giving, 355 Print, 445 Print advertising, 12–13 Printing, 177–178 See also Composing/composition PRINZ See Public Relations Institute of New Zealand (PRINZ) Prior condition, 253 Prior-Miller, Marcia, 443 PRISA See Public Relations Institute of Southern Africa (PRISA) PRISA Education and Training Center (PETC), 796 Pritchard, Robert S., 98–100 Privatizing public opinion, 641–642 PRIZM See Potential Rating Index for ZIP Markets (PRIZM) Prizm and vals See Segmentation PR Newswire, 634–635, 647–648, 831 See also Investigative journalism; Investor relations (IR); Media release PR Newswire eWatch, 259 Proactive public relations, 642–644 See also Gantt Chart; PERT Chart; Public relations research Proactivity and reactivity, 642–644 Probability sampling, 763 Problematic relationship dynamics, 431 Problem recognition, 818 Process objectives, 584 Process of change, 861 Process-oriented criteria, 146 Prochaska, James, 860–861 Product, as second P in marketing definition, 508 Product-centered approach to marketing communication, 426 Product involvement, 454 Product placement endorsement, 855 Product promotions sites, 588 Professional and professionalism, 502, 645–647 Professional codes See Codes of public relations practice Professional relationship, 741 Profnet, 647–648 See also Practice ProfNet database, 634 Program/action plans, 648–650 Program evaluation and review technique (PERT), 616 Progress, 261 Progressive movement, 547–551 Projects, communications, 163 Promotion, 509–510, 650–652 See also Barnum, P T.; Bernays, Edward L.; Brand equity and branding; Insull, Samuel; Lucky Strike Green campaign; Market share; Publicity; Target Propaganda, 614, 652–656, 802 See also Bernays, Edward L.; Committee on Public Information (CPI); Hill, John Wiley; Lucky Strike Green campaign; Oeckl, Albert; Spin; Symmetry Propagandistic view, 790 Prospect theory, 341–342 Protective impression management strategy, 411 Proximity, 250 PRSA See Public Relations Society of America (PRSA) PRSK See Public Relations Society of Kenya (PRSK) PRSSA See Public Relations Student Society of America (PRSSA) Prus, R C., 835 PR Watch, 635 See also Code of ethics; Encroachment theory; Feminization theory; Internship; Lee, Ivy; Press agentry; Propaganda; Spin; Two-way and one-way communication PSA See Public service advertising (PSA) Psychographics, 656–660 geodemographics, 656–657 life cycles generational cohorts, 657–658 lifestyles, 659–660 personal values, 658–659 See also Demographics; Segmentation, 660 Psychographic segmentation, 771 Psychological processing, 660–665 implications for public relations practice, 664 influence behaviors and attitudes, 663–664 role of affect, 662–663 role of cognition, 660–662 Index———1057 role of conation, 663 See also Attribution theory; Communication management; Diffusion of innovation theory; Involvement; Persuasion theory; Social construction of reality theory; Theory of reasoned action Public, 171, 704 Public affairs, 19, 350–351, 665 activities of, 665–666 organizational structures, 666 See also Public relations Public Affairs Council, 665–669 See also Community relations; Corporate social responsibility (CSR); Issues management; Lobbying; Nongovernmental organizations (NGOs); Philanthropy; Public affairs Public Affairs Review, 667 Public agreement versus perceptions of agreement, 197 Public Company Accounting Oversight Board (PCAOB), 770 Public diplomacy, 878, 895 Public health campaign, 669–673 communication channels, 672 evaluations, 672–673 implementation, 672 objectives, 670–671 strategies and tactics, 671–672 target audiences for, 671–672 Public hearing See Hearing Public information model, 713 Public interest, 673–675 See also Codes of ethics; Corporate social responsibility (CSR); Ethics in public relations; Mutually beneficial relationships (MBR); Propaganda; Publics Publicist, 286, 639, 712–714 See also Bernays, Edward; Entertainment industry publicity/promotion; Lucky Strike Green Campaign; Media relations; Press agentry; Promotion; Publicity Publicity, 11, 428, 712, 714–716 Publicity agencies, evolution of, 303–306 Publicity endorsement, 854–855 Publicity model, 713 Publicity/promotion, in entertainment industry, 285–286 Publicity Society of America, 690 Publicizing private opinion, 641–642 Publicly held companies, 716–718 See also Financial report, annual; Investor relations (IR); Material information; Securities and Exchange Commission (SEC) Public media, 166–167 Public meeting, 144 Public opinion, 709, 805, 905 Public opinion and opinion leaders, 675–667 See also Agendasetting theory; Coalition building; Framing theory; Social construction of reality theory; Two-step flow theory Public opinion surveys, 197 Public opinion theory, 575 Public policy, 812 Public policy planning, 677–679 See also Executive management; Government relations; Issues management; Lobbying; Position and positioning Public relations, 679–685 defining, xxv dismissive attitude toward, xxiii–xxiv, 511 element of practice and study of, xxv–xxvii evolution of, 713 history of, 915–918 marketing vs., 505 origin of term, 36 Public relations agency, 685–687 history, 686–687 structure/operations, 685 trends, 685–686 See also Baker, Joseph Varney; Bernays, Edward; Byoir, Carl; Client; Dudley, Pendleton; Fleischman, Doris Elsa; Hill, John Wiley; Lee, Ivy; Muckrakers (and Age of progressivism); Parker, George; Public Relations Society of America (PRSA); Publicity Public Relations Association of Uganda, 16 Public relations audit, 159–160 Public Relations Body of Knowledge, 82 Public relations department, 687–689 addressing publics, 687–688 history, 688–689 structure, 687 use of outside counsel, 688 See also Lee, Ivy; Page, Arthur W.; Public relations agency Public relations education, 919–949 continuing education, 923–924, 937–938 graduate education, 922–923, 933–937 history of, 689–691 undergraduate education, 921–922, 930–933 See also Bateman, J Carroll; Bernays, Edward L; Cutlip, Scott M.; Public Relations Society of America (PRSA) Public relations field dynamics (PRFD), 691–693 Public Relations Institute of Australia (PRIA), 49–52 Public Relations Institute of New Zealand (PRINZ), 49–52 Public Relations Institute of Southern Africa (PRISA), 793–794 Public relations research, 693–696 See also Experiment/experimental methods; Formative research; Qualitative research; Quantitative research; Sampling; Statistical analysis Public Relations Society of America (PRSA), xxv, 65, 139–142, 564, 606, 622–623, 696–700 annual conferences, 697 annual contests, 629 Board of Ethics and Professional Standards, 697 Body of Knowledge, 853 Body of Knowledge project, 690 Code of Ethics, 81–82 Code of Ethics and Professional Standards, 248 Code of Professional Standards, 686, 722 Commission on Public Relations Education, 925–926 defined, 40–42 definition of public relations from, 506, 636 education criteria established by, 993 Foundation for Pubic Relations Research and Education, 698 local chapters of, 981–987 Member Code of Ethics, 611, 616, 883, 885, 907–911 members of 200 Board of Ethics and Professional Standards, 907–908 1058———Encyclopedia of Public Relations mentoring program, 532 minorities task force, 534 Official Statement on Public Relations, 684, 788 relationship building and, 553 Silver Anvil Awards, 695 Statement of Professional Values, 674 Strategic Social Responsibility Section of, 214 Strategist, The, 326 See also Plank, Betsy; Public Relations Student Society of America (PRSSA) Public Relations Society of Kenya (PRSK), 16 Public relations specialist, 502 Public Relations Student Society of America (PRSSA), 606, 697–698, 700–704, 993 Public relations system, 840 Public relations theory building, 704 Publics, 704, 718–721, 752 communities versus, 172 situational theory of, 778–780 stakeholders and, 778 See also Situational theory of publics; Stakeholder theory; Symmetry Public sector, 704–706 See also Privatizing public opinion; Public opinion; Public sphere discourse; Publics; Zones of meaning Public service advertising (PSA), 12 Public service announcement (PSA), 706–707 Public sphere, 707–710 See also Public opinion; Public sphere discourse; Publics Public sphere discourse, 710–712 See also Critical theory; Public opinion; Publics Publisher, 273 Puffery, 721–723 See also Barnum, P T.; Press agentry; Spin Pulsing, 14 Purcell, K., 146 Purchase, 263 Pure Food Bill and Beef Inspection Act, 249 Purposive sampling, 764 Puth, Gustav, 795 Putman, Robert, 578 Pyramid style, 723–724 See also Media release Qualitative measures, 164 Qualitative methods, 726–728 Qualitative research, 694, 725–729 See also Case study; Content analysis; Environmental scanning; Focus group; Interview as a research tool; Quantitative research; Theory-based practice Qualitative study, 517–518 Quantitative research, 693–694, 728–730 experiment, 729–730 survey, 729 See also Experiment/experimental methods; Measuring/measures; Reliability; Sampling; Scales; Statistical analysis; Survey; Validity Quantitative study, 517–518 QuarkXpress, 604 QUBE system, 551 Query, Jr., Jim L., 383–385 Quesinberry, Ashli A., 405, 486–489, 598 Quiet workers, 288–289 Quintilian, Marcus Fabius, 750 R J Reynolds, 322 R R Donnelley and Son, 602 Race, age, gender, and education (RAGE), 244 Race and crisis communication, 731–732 See also Crisis and crisis management; Crisis communication; Exxon and the Valdez crisis Race for the Cure, 580 Race groups, 533 RACE (research, action, communication, evaluation), 648, 917 Rachlin, S., 897 Radio, 147, 445, 524, 545, 880 Radio Act of 1927, 320 Radio Free Europe (RFE), 602 Radio Free Europe/Radio Liberty, 895 Radio-level measurement, 767 RAGE See Race, age, gender, and education (RAGE) Ragins, B., 634 Railroad industry, 413–414 See also Event; Government relations; Pamphlet; Promotion; Publicity; Trade association (and Hill & Knowlton’s role in) Railroad industry, 19th century, 723–734 Rakow, Lana F., 169, 324–326, 901 Rampton, S., 498, 530, 593 Ramsey, Shirley, 674 Rand, Ayn, 421 Ranly, G., 571 Rao, M V H., 782 Rating, 13 Rating point, 13 Ratings, 282 Rational advertising, 12 Rationality, transcendentalism and, 246–247 Raucher, A R., 734 Rawl, Lawrence J., 314 Rawlins, Brad, 209–214, 718–721 Rawls, John, 206–207, 545, 883 Rawson B., 530 Ray, M L., 665 Raymond, E S., 328 Reach, 13, 734–735 See also Campaign(s); Measuring/measures; Public relations research; Research goals; Research objectives Reader’s Guide, xi–xiv crisis communication and management, xi cyberspace, xi ethics, xi global public relations, xi groups, xi history, xi–xii jargon, xii–xiii management, xiii media, xiii Index———1059 news, xiii organizations, xiii practitioners, xiii relations, xiii–xiv reports, xiv research and analysis, xiv theories and models, xiv Reagan, Ronald, 24, 89, 93, 558, 611–612 Real, Kevin, 760 Reality television, 230 Reber, Bryan H., 1–3, 192–200 Recall, 739 Receiver variable, 481 “Recreating” brands, 96–97 Red Cross, 194, 618 Redefinition, strategies of, 39 Red Lion Broadcasting v FCC, 321 Redmond, Wynona, 560 Reed, Oliver, 255 Reedy, George E., 638 Referenda, 144–145 Refinement phase, 74–75 Reflective view, 300 Regulated monopolies, 735–738 See also Activism; Muckrakers (and Age of progressivism) Regulation Full Disclosure, 29, 450 Reid, Thomas, 665 Reinforce existing attitude, 664 Reinforcement theory, 738–740 See also Advertising; Demographics; Promotion; Propaganda Reinsch, J Leonard, 638 Relationship, 517 analysis of, 555 causation, and control, 311 Relationship building, 837–838 Relationship management theory, 740–743 Relationship marketing, 784–785 Relationship satisfaction, 783–784 Relationship stability, 783–784 Release See Media release Reliability, 517, 743–745 coder, 744 measurement, 744 relationship to validity, 744–745 types of, 743 See also Measuring/measures; Scales; Statistical analysis; Survey; Validity Reliability coefficient, 191 Remembering, 660 Remote kiosks, 589 Renfro, B., 690 Renfro, William L., 461, 679 Rensburg R., 17 Reporters, 568 Reports, 525 Report writing, 517 Repper, F C., 718, 780, 803 Representative heuristic, 661 Representatives, 709 Reputation, 405, 812 Reputation management, 405, 745–746, 795 Request for proposal (RFP), 130 Research goals, 747 See also Campaign(s); Crisis communication; Goal; Research objectives Research objectives, 747–748 See also Objectives; Public relations research; Research goals Research question, 747 Research situationalist, 518 Resnberg, R., 798 Resolution stage, Retention, 584 Retrieval schema, 661 Return on investment (ROI), 164, 748 See also Crisis and crisis management; Issues management; Promotion; Publicity Reynolds, L T., 836 Reynolds, Rodney A., 872 RFE See Radio Free Europe (RFE) RFP See Request for proposal (RFP) Rhetorical analysis, 726 Rhetorical efforts, 752 Rhetorical perspective, 788 Rhetorical theory, 749–752 See also Activism; Collaborative decision making; Critical theory; Event; Promotion; Propaganda; Publicity; Publics; Stakes; Systems theory Rhodes, E Washington, 58 Rice, R E., 787 Rich, C., 572 Rickert, Heinrich, 517 Ridgway, J., 793 Riechert, Bonnie Parnell, 65–68, 273–274, 320, 418–419 Ries, A., 510, 677 Ries, L., 677 Riffel, Jon, 67, 623, 700, 702 Rimal, Rajiv, 760 Riordan, C A., 412 Risk, 250 Risk communication, 173, 195, 752–755, 782 See also Crisis communication; Issues management Risk management, 302 Rissel, Christopher, 669 Ritzer, G., 184, 284 Rivers, William, 877 Robbins, S P., 537 Robbins, Stephen P., 240 Roberts, Rosalee A., 755–756 Robins, C., 140 Robinson, Paul, 560 Rockefeller, David, 466 Rockefeller, Jr., John D., 415, 483 Rockefeller, Nelson, 466 Rockefeller, Sr., John D., 150–152, 347, 414–416, 483, 549–551, 575, 917 Rockwell, Jr., W F., 102 Rodwell, John J., 594 1060———Encyclopedia of Public Relations Rogers, L Edna, 195 Rogers, Carl, 250 Rogers, E M., 23, 184, 253, 665, 868 Rogers, Henry, 286, 639 Rogers, Martha, 784 Rogers, Norman, 439 Rogers, T., 673 ROI See Return on investment (ROI) Rokeach, Milton, 658–659 Rokeach Value Scale, 659 Roker, Roxie, 59 Roles, 137 Role schema, 661 Rolex, 773 Rollout, 741 Ronneberger, Franz, 283, 299–300 Roosevelt, Franklin D., 238, 448, 638, 791, 867, 917 Roosevelt, Theodore, 548–550, 736 Roper, Elmo, 575, 917 Roper, Juliet, 227 ROPE (research, objectives, programming, evaluation), 648, 914 Ropes process, 356–357 Rosenfeld, P., 412 Rosengren, Karl E., 136, 278, 882 Rosenstock, Irwin, 284 Rosini, N J., 244 Rosner, Judy, 768 Ross, Charlie, 638 Ross, I., 576 Ross, T J., 305, 484, 603, 756–758, 791, 856 See also Bernays, Edward L.; Counseling; Hill, John Wiley; Lee, Ivy; Page, Arthur W.; Parker, George; Press agentry; Promotion; Public interest; Publicity Rossman, Marlene, 233 Rotfield, H J., 723 Roth, Nancy, 631 Rotzoll, K B., 723 Rough layout, 479 Rouner, D., 117, 457 Rousseau, Jean-Jacques, 707 Rovell, Darren, 708 Rowell, Andy, 196 Rowland, Robert, 558 Roy, Charlotte Johnson, 561 Rubenstein, Howard, 802 Rubin, Barry, 133–135 Rubin, M S., 280 Ruffner, R., 334 Ruhl, M., 184–185 Rühl, Manfred, 137, 283, 299–300 Rule compliance, 759 Rules contextual range, 759–760 Rules theory, 758–761 Rusbult, Caryl, 784 Russell, H., 566 Russell, Karen Miller, 387–390, 603 Russell-Loretz, Theresa A., 597 Ryan, H R., 38 Ryan, Michael, 10–11, 206, 208, 250, 349–350, 447, 526–530, 592–593 Ryan, S D., 58 Ryan, Thomas, Fortune, 608–609 Ryan, W., 373 Ryerson, Donald, 337–338 Sabado, L., 627 Sackett, Peter, 96 SACOMM See South Africa Communication Association (SACOMM) Safety ratings, 282 Said, Edward, 631 Salancik, J R., 812 Sales promotion, 11, 285–286, 428 See also Promotion Sales publication, 313 Salience, 198 Salinger, Pierre, 638 Sallott, L M., 1–2, 80–83, 193, 442–444, 530, 851–854, 861–863 Salmon, Charles, 453, 671, 859–861, 878–880 Salwen, M B., 530 Samovar, L A., 430 Sample, 829 Sampling, 728, 763–765 See also Survey Sampling error, 763 Sampling frame, 763 Samuelson, P A., 348 Sanada, Roy, 441 Sanchez, William, 531 Sandbagging, 765 See also Spin Sandel, Michael, 168 Sanders, Renee, 532 Sanford, R N., 866 Sapir, Edward, 789 SARA See Superfund Amendments and Reauthorization Act of 1986 (SARA) Sarbanes-Oxley Act, 29, 451, 718 Sasson, T., 343 Satisfaction ratings, 282 Sattler, John E., 441 Saturation, 518 Saturday Evening Post, 326 SATW See Society of American Travel Writers (SATW) Sawaya, R N., 679 Saxon, A H., 63–64 Saxon, Glenn, 448 Scales, 765–767 See also Measuring/measures Scan, 741 See also Environmental scanning Scanlon, John, 805 Schacter, Howard, 808 Scheduling, 644 Scheff, T J., 197–199 Scheler, Max, 782 Schemas, 660–661 Scheuermann, Larry, 328 Schick, Frederic, 241 Schlenker, B R., 412 Index———1061 Schlenker, Barry, 760 Schmertz, Herbert, 461, 592 Schneewind, J B., 883 Scholes, Kevan, 825 Schoonover, Jean, 268, 399, 767–768 Schranz, Vernon C., 61 Schrodt, Paul, 532 Schultz, Alfred, 781 Schultz, M., 325 Schumpeter, Joseph, 707 Schwartz, D., 948 Schwartz, M., 140 Schwartz Value Scale, 659 Scott, A., 530 Scott, Marvin H., 407 Scott, Robert L., 613, 614 Scott, William A., 744 Scripts, 897 Script schema, 661 Scruggs, Raymond S., 58, 474 Scruton, Roger, 246, 248 Search conference, 144–145 Search engine, 768–769 Seats, Peggy, 561 SEC See Securities and Exchange Commission (SEC) Secondary data, 75 “Second order” objectification, 137 Secrets and Lies: The Anatomy of an Anti-environmental PR Campaign, 51 Securities and Exchange Act of 1934, 29–30 Securities and Exchange Commission (SEC), xxvi, 512, 697, 769–770 See also Financial report, annual; Investor relations (IR) Securities Investor Protection Corporation (SIPC), 770 Sedo, DeNel Rehberg, 434–438, 516–520, 834–835 Seeger, M W., 138–140, 142, 363–364, 559, 595, 799–800, 808–812 Segal, E., 793 Segment, 508 Segmentation, 770–771 See also Demographics; Psychographics Segmented audience, 604 Seib, P., 530, 723 Seibold, David R., 781 Seifert, Walt, 690 Seitel, F P., 56, 506, 716 Selective retention, 739 Self-actualization, 545 Self-efficacy, 860 Self-interest, 840–841 Self-regulatory organization (SRO), 770 Sellnow, Timothy L., 138–139, 142, 363–364, 559, 595, 799–800, 808–812 Selvage, James, 603 Semantic Differential scale, 765–766 Semiotics, 772–773 Semiotics theory, 771–774 See also Critical theory Serini, Shirley A., 374–376 Servaes, J., 138 Service demand performance, 510 Services, 157 Sethi, S P., 213, 461, 486 SEU See Subjective expected utilities theory (SEU) SEUs See Standard advertising units (SEUs) Severin, Werner J., 868 Sevier, Robert A., 774 Sha, Bey-Ling, 326 Shadur, Mark A., 594 Shakra, M T., 948 Shanley, Mark, 745–746 Shared meeting, 789 Share-of-mind awareness, 14 Sharpe, Melvin, 85–86, 438–441 Shaw, D., 21, 523, 569 Shea, B C., 537 Shell, A., 445 Shell Petroleum Nigeria, 15 Shepherd, G J., 418 Sherman Antitrust Act, 550, 736 Sherwood, Robert E., 238 Shimanoff, Susan B., 758–759 Shin, Jae-Hwa, 184, 191–193, 361–363 Shinawatra, Thaksin, 46 Shipka, Danny, 333–334 Shipp, Thomas R., 686 Shoemaker, P J., 362 Shome, Raka, 631 Short, Joseph H., 638 Shramm, Wilbrun, 362 Shultz, Jennifer, 560 Sidebar story, 95 Siebold, D R., 5374 Siefert, Walter, 700 Siegel, M., 673 Sierra Club, 879 Silberman, Jackie, 23 Silo approach, 513 Simeka TWS, 795 Simmel, Georg, 865 Simon, D Fitz, 897 Simon, R., 66 Simon, T F., 512 Simons, Tony, 187 Simple random sampling, 763 Simplicity of writing, 94 Simpson, C., 806 Simpson, J A., 327 Simpson, Jennifer Lyn, 136 Simpson, Jr., E G., 291 Simpson, O J., 635 Sims, Ronald R., 240 Simulation heuristic, 661 Sinclair, Allan, 115 Sinclair, Upton, 72, 151, 414, 446–447, 548–550, 856 Singer’s Glossary of Show Business, 326 Single-issue publics, 780 SIPC See Securities Investor Protection Corporation (SIPC) 1062———Encyclopedia of Public Relations Sissors, J Z., 899 Sitrick, Michael, 802 Situational analysis, 774–775 Situational ethics, 775–777 See also Codes of ethics; Deontology; Ethics in public relations; Moral philosophy; Utilitarianism Situationalist, 802 Situational theory, 818 Situational theory of publics, 778–780 See also Activism; Crisis communication; Environmental scanning; Issues management; Public opinion; Segmentation; Stakeholder theory; Strategy Situational variable, Sjoberg, Goran, 441 Sjöberg, Margaretha, 830–834 Skinner, B F., Health Belief Model (HBM), 383 Sky television channel, 122 Slander See Defamation (libel and slander) Slater, Michael, D., 453, 457 Slevin, J., 328 Sloan, Jim, 367–369 Slogan, 846 Slovic, Paul, 755 Small, Herbert, 304, 916 SMARTS (scan, map, act, rollout, track, steward), 741 Smelser, Neil, 817–819 Smillie, D., 897 Smith, A., 445 Smith, Adam, 346 Smith, Craig Allen, 785, 787 Smith, G D., 500 Smith, Hank, 900 Smith, Judy, 562 Smith, Michael E., 211 Smith, Michael F., 5–9, 196, 897 Smith, R., 644 Smith, R D., 274, 320, 494, 522, 616, 644, 724, 904 Smith, Rea W., 780 Smith, Robbie, 560 Smith, Ronald D., 723, 774–774 Smith, W J., 660 Smith, Wendell R., 771 Smith, William Wolff, 686 Smolla, R R., 244 Snow, Richard E., 663, 665 Snowball (network) sampling, 764 Social audit, 160 Social capital, 345 Social cognition, 411 Social cognitive tradition of psychology, 410–411 Social construction of reality theory, 780–783 See also Social exchange theory; Social movement theory Social constructivism, 781–782 Social exchange theory, 555, 783–785 Social judgment theory, 454 Social learning theory, 660 Social marketing, 12 Social movement theory, 785–787 See also Activism Social performance, 27 Social problems paradigm, 81 Social responsibility, 802 See also Corporate social responsibility (CSR) Society, 523, 787–790 See also Antecedents of modern public relations; Bernays, Edward L.; Hill, John Wiley; Lee, Ivy; Mutually beneficial relationships (MBR); Newsom, Earl Society of American Travel Writers (SATW), 863 Society of Professional Journalists (SPJ), 568 Solomon, Robert C., 211 Sonnenberg, Ben, 374, 790–792 See also Goodwill; Hill, John Wiley; Press agentry; Publicist Soto, Francisco, 231 Sound bite, 9, 792–793 See also Actuality; Interview as communication tool; Media relations Source variable, 481 South Africa, practice of public relations in, 793–798 South Africa Communication Association (SACOMM), 794–795 Sowa, Brian C., 95–98, 430–433, 593–594, 871–873 Speakers bureaus, 798–799 Speakes, Larry, 638 Special events, 301–302 Speechwriting, 799–800 See also Ghostwriting Spelling, 904 Spetner, D., 531, 714 Spin, 652, 800–803 See also Propaganda Spin doctor, 652, 800 Spin doctoring, 43–44 Spiral of silence theory, 804–806 Spitzberg, Brian H., 781 SPJ See Society of Professional Journalists (SPJ) Split half reliability, 744 Sports promotion, 806–808 See also Crisis communication; Promotion; Publicity Springston, Jeffrey K., 670–672, 691–692 Sproule, Michael J., 156, 641, 652–654 Sriramesh, Krishnamurthy, 6, 42–47, 232–232 Sriramesh, Krishnamurthy, 429–430 SRO See Self-regulatory organization (SRO) Stacks, D W., 74–76, 117–118, 191, 310, 312, 331–333, 337, 365, 423, 584, 645, 696, 725–728, 728–730, 743–745, 765, 814, 830, 891, 948, 1013–1025 Staff, 501 Stages of change, 860 Stahr, John, 381 Stakeholder, 27–28, 171, 176, 778 Stakeholder analysis, 809–810 Stakeholder identification, 809 Stakeholder integration, 426 Stakeholder relations, 842 Stakeholders, multiple, 810–811 Stakeholder theory, 808–811 Stakes, 811–813 See also Conflict resolution; Mutually beneficial relationships (MBR); Power resource management theory; Reputation management Stamm, K R., 200 Index———1063 Standard advertising units (SEUs), 12 Standard Oil, 549–550 Standard Oil Trust, 414–415 Stanley, Julian, 311 Starck, Kenneth, 168, 172, 234, 283 Statistical analysis, 813–814 See also Formative research; Quantitative research Stauber, J., 197, 498, 530, 593 Stavropoulos, Maria, 631 Stebenne, D., 897 Steffens, Lincoln, 414, 446, 548, 550 Steiner, G A., 665 Steinfatt, T M., 530 Stepina, Lee, 429 Sterling, Stewart, 326 Stevens, P J., 510 Steward, 741 Steward, Charles, J., 785 Steward, Thomas E., 689 Stewardship of large organizations, 814–816 See also Community relations; Ethics in public relations; Goodwill; Investor relations (IR); Issues management; Mutually beneficial relationships (MBR); Nonprofit organizations; Objectives; Philanthropy; Public relations research; Strategies Stewart, C K., 787 Stewart, J., 445 Stewart, J P., 566 Stewart, Jane, 902 Stewart, Rosemary, 499 Stewart, T D., 337 Steyn, Benita, 15–17, 793–798 Still-born relationship, 783–784 Stoker, Kevin, 883–885 Stone, A., 889 Stone, B., 256 Stone, Donna Besser, 706 Stories See Narrative theory; News story Storyboards, 480 Stovall, J G., 274, 320 Straight news, 816–817 Straight news with summary lead, 817 Strain, 817–820 See also Issues management; Legitimacy and legitimacy gap; Situational theory of publics Strain stage, Strategic business planning, 820–822 Strategic communication, 161 See also Communication management Strategic management, 499–500 Strategic partnerships, 822–823 See also Activism; Collaborative decision making; Co-optation; Dialogue; Mission and vision statements; Mutually beneficial relationships (MBR); Nonprofit organizations Strategic planning, 678 Strategy, 823–826, 844 Stratified, sampling, 764 Stratton, Charles Sherwood, 64 Straus, W., 657, 660 Strecher, Victor, 384 Street, Jr., R L., 442–443 Strong, W S., 202 Strossel, S., 230 Structural encroachment, 279w Structuralism, theory of, 771–772 Strunk, W Jr., 37, 272, 904 Stryker, S., 837 Sturges, D L., 224 Style, of writing, 904 Stylebook, 200, 272, 826–827 See also AP style Subjective expected utilities theory (SEU), 827–829 See also Information integration theory; Learning theory; Persuasion theory; Promotion; Publicity Subjectivist, 802 Subtyping model, 661 Sudan Public Relations Association, 16 Sullivan, J Langdon, 376 Sullivan, Roger J., 245, 247–248, 541 Sullivan, W M., 647 Summary lead, 817 Sumpter, R., 801 Sunday, Billy, 237 Sundstrom, E., 634 Superfund Amendments and Reauthorization Act of 1986 (SARA), 753 Suppe, Fred, 853 Survey, 729, 829–830 See also Reliability; Sampling; Validity Survey research, 518 Susskind, L., 183, 193 Swain, Mary, 689 Sweden, practice of public relations in, 830–834 See also Brand equity and branding; Codes of ethics; Counseling; Ethics in public relations; Internal communication Swedish Public Relations Association, 830 Swinehart, Gerry, 106, 108 SWOT analysis, 774 Sylvester, M J., 447 Symbolic communities, geographic versus, 171–172 Symbolic interactionism, 136–137, 410–411 Symbolic interactionism theory, 834–837 See also Measuring/measures Symbols and words, 190 Symmetrical public relations, 207, 594 Symmetry, 837–839 See also Ethics in public relations; Excellence theory Syracuse Peace Council v FCC, 321 Systematic random sampling, 764 System for Multiple Level Observation of Groups, 691 Systems paradigm, 81 Systems perspective, 788 Systems theory, 555, 749, 839–842 applying, 719 approach, 207–208 See also Publics; Relationship management theory; Stakeholder theory; Symmetry; Two-way and one-way communication Szyska, Peter, 298 1064———Encyclopedia of Public Relations Tables and illustrations, list of, xv–xvii Tackett, P., 314 Tactic, 604, 843–846 advertising, 845 defined, 843 list of, 844 media relations, 844 See also Functions of public relations; Public Relations Society of America (PRSA); Stakeholder theory; Strategy Tag, 846 See also Advertising; Graphics; Logo Tagline, 846 Takasaki, Miyoko, 430 Talbott, F., 446 Tallents, Stephen, 875 Talley, Alvin J., 474 Tan, S P., 47 Tankard, J., 23, 801, 868 Tarbell, Ida, 414, 447, 548–550 Target, 846–849 See also Advertising; Goal; Impressions; Investor relations (IR); Marketing; Narrowcasting/broadcasting; Objectives; Promotion; Publicity; Reach; Strategy; Tactics TARP See Technical Assistance Research Program (TARP) Tarver, J., 800 Tasker, Rodney, 46 Task Force on Government Information, 1996, 113 Task involvement, 453–454 Tataeme (public persona and behavior of individual), 44 Taverniet, Rene, 440 Taylor, Charles, 168 Taylor, Gary, 328 Taylor, J A., 566 Taylor, Maureen, 251, 370–372, 385–387, 428–430, 576–578, 591, 786, 898 Taylor, P., 876 Teacher, 262 Teahan, F H “Chris,” 701–703 Teahan, Frederick, 67 Technical Assistance Research Program (TARP), 187–188 Technological determination, 166 Technological effectiveness and efficiency, 166 Technological integration, 426 Technology: computer-assisted content analysis, 191 computer-mediated communication, 431 digital age/digitization, 254–256 impact on crisis management, 220 impact on public relations, 165 information society, 421 Internet-based, 167 media strategy and, 166–168 See also Communication technologies; Discussion board; Multimedia Tedeschi, J T., 412 Tedlow, R S., 391 Telecommunications Act of 1996, 320 Television, 147, 229–230, 445, 524–525, 547 as example of broadcasting, 559 reality, 230 See also Media conferences Tellier, Paul, 114 terHorst, Jerald F., 638 Terministic screens, 613 Terrell, Martin, 706 Tesla, Nikola, 68–67 Testimonials, 283 Test-retest reliability, 744 Thalhmer, M., 897 Thatcherism, 258 Thayer, Lee, 837 Themes of theses, 190 Theoretical foundations, 410–412 Theory-based practice, 851–854 See also Best practices Theory of context, 428–429 Theory of planned behavior, 851 Theory of reasoned action, 418, 849–851 See also Advertising; Fundraising; Information integration theory; Marketing; Persuasion theory; Subjective expected utilities theory (SEU) Theory X, 545 Theory Y, 545 Thibaut, John, 783 Third-party endorsement, 854–856 See also Advertising; Endorsements; Involvement; Publicity Thomas, Clarence, 562 Thompsen, P A., 328 Thompson, J Walter, 265–266 Thompson, Louis M., 450–451 Thompson, Michael, 230 Thompson, William, 657–660, 771 Thomsen, S R., 530 Thomson, N F., 48–49 Threat, 595–596 Threnhauser, Elizabeth, 441 Thumb, Tom, 639 Thumbnails, 479 Thweatt, Tatyana S., 383–385 Time and space, 190 Timeline format, 117 Tinkham, S F., 892 Tobin, Austin J., 465–466 Tobin, Pat, 560–561 Toch, Hans, 818 Toennies, F., 867 Toffler, Alvin, 420–421, 551 Tollett, J., 331 Tombstone ads, 11 Tönnies, Fernand, 171 Topic involvement, 453 Topoi, cultural, 230–232 Toth, Elizabeth L., 73–74, 90–91, 324, 393, 396–397, 443, 471–472, 478–479, 493–494, 539, 595, 691, 755–756, 767–768, 780, 786, 900–901 Touval, Saadia, 183 Track, 741 Index———1065 Tracy, Sarah J., 136 Trade association (and Hill & Knowlton’s role in), 856–859 See also Byoir, Carl; Hill, John Wiley; Lee, Ivy; Legitimacy and legitimacy gap Transcendental deduction, 246 Transcendentalism and rationality, 246–247 Transformation, 342 Transition, 98 Translation model of theory application, 853 Transtheoretical model of behavior change, 859–861 Travel and tourism public relations, 861–863 Travel Industry Association, 863 Traverse-Healy, Tim, 85, 439–441, 863–865, 873–876 See also Europe, practice of public relations in Treaty of Waitangi, 52 Trial, 253 Triple bottom line, 368 Trippe, Juan, 757 Trout, J., 510 Truitt, Richard H., 105–108, 381 Truman, Harry S., 72, 388–389, 602, 638, 894 Trust, 20, 250, 865–867 T-test, 516, 813 Tubby, Roger, 638 Tuchman, Gaye, 340, 442, 568–569, 817 Tucker, Helen, 16 Tucker, K., 117, 133–134 Turk, J V., 37, 62–65, 82, 98–99, 233, 350, 416, 530, 646, 650, 674, 716, 899–900 Tushman, M L., 536 Tversky, Amos, 341, 661 Two-step flow process, 413 Two-step flow theory, 867–869 See also Agenda-setting theory; Diffusion of innovation theory; Media effects; Public opinion and opinion leaders Two-way and one-way communication, 869–870 See also Dialogue; Press agentry; Publicity; Symmetry Two-way asymmetric communication, 604 Two-way asymmetric model, 713 Two-way symmetrical communication, 591 Two-way symmetric model, 713 Tye, L., 80, 329, 498 Tylenol poisonings, 131, 212, 408–409, 644 crisis management and, 224–226 lessons learned, 224–226 See also Crisis communication; Page, Arthur W.; Public Relations Society of America (PRSA) Tyler, Bessie, 917 Tyler, L., 40 Tyler, P., 770 Tynes, E., 334, 582 Type composition, 177–178 Typography, 335 UAP See Universal Accreditation Program (UAP) Ulmer, Robert R., 138–139, 142, 363–364, 559, 595, 799–800, 808–812 Umbrella concept, 161 UMWA See United Mine Workers of America (UMWA) Uncertainty avoidance, 429 Uncertainty reduction theory, 871–873 Understanding, 660 UNESCO See Economic and Social Council (UNESCO) Uniform Resource Locator (URL), 897 Union See United Mine Workers of America (UMWA) Union Carbide, 632 UNITECH, 795 United Kingdom, practice of public relations in, 873–876 United Mine Workers of America (UMWA), 150, 415 United Nations, 439 United Parcel Service PAC, 626 United Press International (UPI), 898–899 See also News services United States Agency for international Development (USAID), 576 United States Chamber of Commerce, 667 United States Commission on Industrial Relations (USCIR), 151 United States Copyright Revision Act of 1976, 373 United States Department of Agriculture (USDA), 877–878 United States government and public relations, 877–880 United States Internal Revenue Service (IRS) Code, 579 United States Supreme Court, 153–154 United Way, 579, 582 Units of analysis, 744 Universal Accreditation Program (UAP), 41 Universal Resource Locator (URL), 391, 420 Universities, to study public relations, 993–1012 See also College and university public relations University publications, 148 Unstable relationship, 784 UPI See United Press International (UPI) URL See Universal Resource Locator (URL) Ury, William, 135, 146, 183 U.S Bureau of Census, 533 U.S Bureau of Labor Statistics, 636 U.S Children’s Bureau, 878 U.S Defense Department, 894 U.S Department of Health and Human Services, 670 U.S Department of Labor, 233 U.S Food and Drug Administration (FDA), 143–144 U.S Forest Service, 877 U.S Newswire, 569–570 U.S Office of Personnel Management, 878 U.S Steel, 416 U.S Supreme Court, on political speeches, 627–6228 USAID See United States Agency for international Development (USAID) USCIR See United States Commission on Industrial Relations (USCIR) USDA See United States Department of Agriculture (USDA) Uses and gratifications theory, 880–883 Utilitarianism, 249, 883–885 Utility, 240 Utility maximizer, 240 1066———Encyclopedia of Public Relations Vail, Theodore Newton, 275, 414, 416, 887–890 See also Block, Ed; Ellsworth, James; Laurie, Marilyn; Page, Arthur W Valence framing, 342 Validity, 890–891 as quantitative terminology, 517 relationship to, 744–745 See also Experiment/experimental methods; Qualitative research; Scales; Survey Valin, Jean, 115 VALS See Values and Lifestyle (VALS) Value, 168 Values and Lifestyle (VALS), 659 Values theory, 658 Value Tracking, 659 Van de Meiden, Anne, 299 Vanderbilt, William, 413–414, 889 Vanderlip, Frank A., 496–497 Van Der Meiden, Anne, 441 Vandeventer, Dee, 441 Van Es, R., 210 Van Gigch, John P., 240 Van Heerden, Gené, 17 Van Leuven, James, 443, 595, 690 Van Nistelrooij, A., 186 Van Reijen, W., 285 Van Rijsbergen, C J., 419 Van Ruler, Betteke, 135–137, 184–186, 284, 297–301 Variables, Vasquez, Gabriel M., 786 Vassallo, Philip, 272 Vaughan, Stephen, 155 Velicer, W F., 861 Vendrell, I B., 316 Vercic, Dejan, 6, 297–301, 308, 865–867 Verification, 517–518 Veto, J., 793 Vibbert, Steven L., 370 Videocassettes, 525 Video monitors, 525 Vietnam War, 894–895 Villaneuve, Jean-Pierre, 114 Virtual communities, 173 Virtual team, 590 Vision statement, 535–537 Vocus, 133 Vogel, Rudolf, 585 Vogelman, Philip, 497 Vogels, Rein J., 440–441 Von Auw, A., 889 Von Bertlanffy, Ludwig, 840 VonderHaar, Edward P., 701 Von Neumann, John, 359 “Voorlichting,” 284 Voss, P R., 245 Voter and constituent relations, 891–892 Vujnovic, Marina, 9–10, 94–95, 177–178, 898–899 Wakefield, R L., 233 Waldrop, A G., 274 Wall, Steven Phelps, 206 Wallace, DeWitt, 268 Wallace, Irving, 62 Wallace, Lila, 268 Wallace, Sherwood Lee, 448, 450 Walleck, A Steven, 820 Wallet, Charles van de Straten, 439–440 Wal-Mart, 5, 506 Walsh, Frank, 348 Walters, Lynne Masel, 900 Walzer, Michael, 168 WAN See Wide area network (WAN) Wang, Hsiang-Hui Claire, 373–374 Wanguri, Deloris McGee, 594 Wansink, Brian, 96 Wanta, Wayne, 22 War Babies, 657 Ware, B L., 38, 407 Warfare, 893–897 See also Bernays, Edward; Byoir, Carl; Davis, Elmer; Propaganda; United States government and public relations Warner, E., 231 Warner Cable, 551 War of the Worlds, 545–546 Warren, Earl, 71 Washington Hill, George, 495 Wa (social harmony), 44 Waters, James, 821 Watson, Tony J., 499 Weaver, 60 Webb, Aileen, 859–861, 878–880 Web browser, 420 Webcast, 165, 589 Webconferences, 589 Web conferencing, 165 Web design, 148 Weber, Max, 185, 517 Weber Shandwich, 112 Webinars, 589 Web site, 587–588, 897–898 See also Home page Web technologies, 165 Wedel, Michel, 771 Weick, Karl, 595–596 Weigert, A J., 866 Weigold, M F., 412 Weimer, E S C., 327 Weiner, Bernard, 48–49 Weiner, R., 98–99 Weisglas, M., 440 Well, William, 96 Wellman, B., 328 Wells, Orson, 545–546 Wensley, Robin, 820 West, Mary Beth, 703 Westinghouse, George, 68–70, 304, 414–415, 424, 463 Westinghouse Electric Company, 414 Westley, Bruce H., 362 Wetherell, B L., 326 Whalen, Terence, 62–64 Index———1067 Wheaton, Anne Williams, 917 Wheelen, Thomas L., 820 Where There’s Smoke, 326 Whitaker, Clem, 70–72, 917 White, Candace, 118–120 White, D M., 362, 569 White, E B., 37, 238, 272, 904 White, J., 184, 803, 839 White, Joe, 500 White, Jon, 170, 821, 825 White, W., 591, 898 Whiting, Gordon C., 758–759 Whorf, B L., 790 Wicks, A C., 812 Wide area network (WAN), 164 Wiemann, Gabriel, 868 Wilcox, C., 677 Wilcox, D L., 10–11, 82, 133, 235, 256, 327, 415, 445, 495, 505, 511, 522, 531, 616, 639, 644, 677, 714, 716, 723, 863 Wildavsky, Aaron, 230 Wilensky, Harold L., 646 Willems, Jos M., 179–181 Williams, C., 40 Williams, David E., 314–316, 732 Williams, Douglas, 87, 90 Williams, Linda, 560 Williams, R., 331, 480 Williams, Trina, 60 Williamson, O E., 866 Williamson, Samuel T., 237 Wilson, L., 616, 644 Wilson, L J., 172–173, 605 Wilson, Laurie J., 720 Wilson, Woodrow, 150, 154–156, 338, 618, 878, 893–894 Wimbush, Roger, 439–440, 875 Wingate, Jr., W7illiam C., 58 Winn-Dixie supermarkets, 630 Wire Service, 898–899 See also News and newsworthy; News services; News story Within-group, 517 Witmer, D F., 592 Witte, Kim, 671 Wittgenstein, Karl, 782 Wolcott, Robert, 700 Wolff, Lester, 609 Wolff, Tom, 135 Women in public relations, 899–902 See also Bernays, Edward L.; Fleischman, Doris Elsa; Public Relations Society of America (PRSA) Wood, D J., 809, 813 Wood, Lisa, 95 Woodrow, Wilson, 106 Woodrum, Robert L., 503 Woods, J., 793 Woods, J V J., 621 Word play, 538 Workshop, 144 World Tourism Organization (WTO), 862 World Trade Organization (WTO), 578 World War II, 894 World Wide Web, 587, 897 activism and, home page and, 391 search, 768–769 Worth, M J., fundraising, 357 Wright, D K., 42, 206, 210 Wright, Hamilton, 686 Wright, J B., 244, 321 Wright, J Handy, 467 Wright, Josef F., 689 Wrigley, Brenda, 37–38, 60–62, 272, 312–314, 325–326, 445, 532 Wrigley, Phyllis Berlowe, 76–78 Writing, 527–528, 903–904 See also AP style; Persuasion theory; Stylebook Written channels, 277 WTO See World Tourism Organization (WTO); World Trade Organization (WTO) Wycliffe, John, 35, 915 Wyler, Jean-Jacques, 441 Wylie, Frank W., 467 Yahoo!, 570 Yankelovich MONITOR, 657, 659 Yarborough, J P., 948 Yarbrough, C R., 1–2, 193 Yocom, John, 112 Yoek, Marcel, 441 Youel, Kenneth, 467 Young, Davis, 294 Young, Shirley Ross, 86 Youngs Drug, 153 Yuen, Chung-Kwong, 45 Yutzy, Dudley-Anderson, 916 Zabaracki, M J., 821 Zaharma, R S., 235 Zakaria, F., 647 Zamora, Ronnie, 546 Zappala, J M., 94, 495, 522, 616, 724 Zaremba, A J., 279 Zerfass, Ansgar, 136 Zeta Corporation, 406 Ziefler, Ronald L., 638 Ziegler, Matilda “Tillie,” 70 Zillmann, D., 740, 881 Zimbabwe Institute of Public Relations (ZIPR), 15–16 Zones of meaning, 705, 905–906 See also Marketing; Publics ... practice of public relations in Institute of Public Relations (IPR) International Public Relations Association South Africa, practice of public relations in Sweden, practice of public relations. .. Minorities in public relations National Black Public Relations Society (NBPRS) Online public relations Postcolonialism theory and public relations Public relations Public relations agency Public relations. .. Newton RELATIONS Africa, practice of public relations in Alumni relations Annual community reports Antecedents of modern public relations Asia, practice of public relations in xiv—— Encyclopedia of