Public Relations Today: Managing Competition and Conflict

Public Relations Today: Managing Competition and Conflict

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By (author) Glen Cameron, By (author) Dennis L. Wilcox, By (author) Bryan H. Reber, By (author) Jae-hwa Shin

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  • Publisher: ALLYN & BACON
  • Format: Paperback | 464 pages
  • Dimensions: 201mm x 251mm x 20mm | 798g
  • Publication date: 4 October 2007
  • Publication City/Country: Old Tappan
  • ISBN 10: 020549210X
  • ISBN 13: 9780205492107
  • Edition: 1

Product description

Public Relations: Managing Competition and Conflictis an introductory book that provides the latest theories and practices in easy-to-understand terms, exploreing the role of competition and conflict in today's modern public relations practice. Public Relations takes a brief, conflict-based approach, combining the insights of public relations experts Dennis Wilcox and Glen Cameron with the fresh voices of two of the fastest rising stars of public relations education Bryan Reber and Jae-Hwa Shin. Using up-to-date real world examples, checklists, and summaries to explore the role of competition and conflict, this book provide a whole new departure from other introductory texts. Public Relations: Managing Competition and Conflict is based on the idea that public relations is the management of competition and conflict on behalf of one's client or organization and, if at all possible, the interests of the public that impact the organization. As such, the authors take an assertive approach, providing vigorous examples from the "real-world" of public relations that lend excitement to the profession for students.This book successfully merges theory and practice into a refreshing, easy-to-understand approach that will help the reader learn the basics of effective public relations practice.

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"Public Relations: Managing Competition and Conflict"Glen T. Cameron, "University"" of Missouri"Dennis L. Wilcox, "San Jose"" State University"Bryan H. Reber, "University"" of Georgia"Jae-Hwa Shin, "University"" of Southern Mississippi"" ""Public Relations: Managing Competition and Conflict" is an introductory textbook that provides students with the latest theories and practices as it explores the role of competition and conflict in today's modern public relations practice. This text takes a brief, problem-solving approach, combining the insights of public relations experts Glen Cameron and Dennis Wilcox with the fresh voices of two of the fastest rising stars of public relations education, Bryan Reber and Jae-Hwa Shin. Features: Topical and timely casebooks make current public relations events understandable and relevant to students. Examples include the Dixie Chicks and their image (Ch. 1), the Bush administration and Hurricane Katrina (Ch. 6), and Wal-Mart's efforts to improve its reputation (Ch. 6). Case activity projects in each chapter pose practical, real-world case problems that require students to discuss and generate a solution, developing students' critical thinking and problem-solving capabilities. "Global" boxes broaden students' perspectives by showing public relations activities and campaigns on a global scale. Examples such as the censorship of Yahoo, Google, and Microsoft in China (Ch. 6), the breast cancer awareness campaign in Pakistan (Ch. 7), and the PR war between Israel and the Palestinians underscore the international and intercultural implications of public relations (Ch. 10). "Ethics" boxes provide real-life ethical situations that encourage students to discuss various ethical aspects of the profession and draw their own conclusions. These features focus on actual situations such as paying journalists in Iraq to write favorable stories (Ch. 2), when to resign from an account (Ch. 4), and the ethics of issuing misleading news releases (Ch. 5). "Insight" boxes with how-to information and checklists help students master the practical tactics of the field, including how to write a news release (Ch. 1), pitch a story via e-mail (Ch. 3), and select media channels for distribution. (Ch. 4) From a reviewer: "What I like about this text is the simplicity and naturalness of the organization and... the approach the authors take." -- Lloyd Chiasson, Jr., "Nicholls"" State University"

Table of contents

Preface Chapter 1: What Is Public Relations The Challenge of Public Relations Global Scope A Variety of Definitions Public Relations as a Process The Components of Public Relations How Public Relations Differs from Journalism Scope Objectives Audiences Channels How Public Relations Differs from Advertising How Public Relations Differs from Marketing How Public Relations Supports Marketing Toward an Integrated Perspective: Strategic Communication Careers in Public Relations A Changing Focus in Public Relations The Range of Public Relations Work Personal Qualifications and Attitudes Five Essential Abilities The Value of Internships Salaries in Public Relations Entry-Level Salaries Salaries of Experienced Professionals Salaries of Women: The Gender Gap The Value of Public Relations Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 2: Managing Competition and Conflict A New Way of Thinking The Role of Public Relations in Managing Conflict It Depends: A System for Managing Conflict It Depends: Two Basic Principles A Matrix of Contingency Factors The Contingency Continuum The Conflict Management Life Cycle Proactive Phase Strategic Phase Reactive Phase Recovery Phase Managing the Life Cycle Issues Management Strategic Positioning and Risk Communication Crisis Management Reputation Management Deja Vu -- All Over Again Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 3: Public Relations: A Historical Perspective A Brief History of Public Relations Ancient Beginnings Public Relations in Colonial America The Age of the Press Agent Settling the American West The Rise of Politics and Activism The Beginnings of Corporate Public Relations Modern Public Relations Comes of Age Public Relations Expands in Postwar America Evolving Practice and Philosophy Trends in Today's Practice of Public Relations Feminization of the Field The Search for Diversity Other Major Trends A Growing Professional Practice The Public Relations Society of America The International Association of Business Communicators The International Public Relations Association Other Groups Professionalism, Licensing, and Accreditation Professionalism Licensing Accreditation A Changing Profession Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 4: Today's Practice: Departments and Firms Public Relations Departments Role in Various Organizational Structures Names of Departments Organization of Departments Line and Staff Functions Sources of Friction The Trend Toward Outsourcing Public Relations Firms Services They Provide Global Reach The Rise of Communication Conglomerates Structure of a Counseling Firm Pros and Cons of Using a Public Relations Firm Fees and Charges Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 5: The Public Relations Process Research: The First Step Defining the Research Role Using Research Research Techniques Scientific Sampling Reaching Respondents Planning: The Second Step Approaches to Planning The Eight Elements of a Program Plan Communication: The Third Step The Goals of Communication Receiving the Message Paying Attention to the Message Understanding the Message Believing the Message Remembering the Message Acting on the Message Evaluation: The Fourth Step Objectives: A Prerequisite Current Status of Measurement Measurement of Production Measurement of Message Exposure Measurement of Audience Awareness Measurement of Audience Attitudes Measurement of Audience Action Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 6: Public Opinion and Persuasion What Is Public Opinion? The "Public" Embedded in Public Opinion Opinion Leaders as Catalysts Types of Leaders The Flow of Opinion The Role of Mass Media Agenda Setting Framing Crucial Role of Conflict in Public Discourse Persuasion: Pervasive in Our Profession The Dominant View of Public Relations The Uses of Persuasion Persuasion and Negotiation Factors in Persuasive Communication Audience Analysis Appeals to Self-Interest Audience Participation Suggestions for Action Source Credibility Clarity of Message Content and Structure of Messages Channels Timing and Content Reinforcement Limitations of Persuasion Lack of Message Penetration Competing or Conflicting Messages Self-Selection Self-Perception Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 7: Ethics and the Law What Are Ethics? The Ethical Advocate The Role of Professional Organizations Professional Codes of Conduct Ethics in Individual Practice Ethical Dealings with the News Media Gifts Public Relations and the Law Sampling of Legal Problems Defamation Avoiding Libel Suits Fair Comment Defense Protecting Employee Privacy Employee Newsletters Photo Releases Product Publicity and Advertising Media Inquiries about Employees Copyright Law Fair Use versus Infringement Photography and Artwork The Rights of Freelance Writers Copyright Issues on the Internet Copyright Guidelines Trademark Law Protection of Trademarks Problem of Trademark Infringement Misappropriation of Personality Regulations by Government Agencies Federal Trade Commission (FTC) Securities and Exchange Commission (SEC) Other Regulatory Agencies Corporate/Employee Free Speech Employee Free Speech Liability for Special Events Plant Tours and Open Houses Promotional Events Working with Lawyers Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 8: Reaching the Audience Nature of the Public Relations Audience Target Markets and Other Emerging Audiences Seniors Youth Ethnic Audiences Global Audiences Other Emerging Audiences Audience Characteristics Matching the Audience with the Media Print Media Newspapers Books The Spoken and Visual Media Radio Television Sponsored Films and Videotapes Online Media Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 9: Tech Tools and Trends The Communications Explosion The Computer The Internet Internet and Public Relations Key Aspects of the Internet Internet Problems Other Computer Applications Dictation and Voice Generation Expert Systems Public Relations Management Tools Processing of News Releases E-Mail Desktop Publishing Mailing Lists Online Conferences Graphics, Design, and Photography Fax Transmission Satellite Transmissions News Release Delivery Video and Audio News Release Distribution Teleconferencing Webconferencing Satellite Media Tours Other Tools Cell Phones Personal Digital Assistants Memory: The CD-R/RW, DVD, and Flash Memory Blogs, Moblogs, and Vlogs A Peek at Future Technologies Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 10: Public Relations Tactics The News Release Planning a News Release The Format of a News Release The Content of a News Release Publicity Photos Media Advisories and Fact Sheets Media Kits Pitch Letters Newsletters and Magazines Electronic Newsletters E-zines on Intranets Brochures Reach of Radio and Television Radio Audio News Releases Radio Public Service Announcements Radio Media Tours Television Video News Releases Satellite Media Tours Personal Appearances Talk Shows Magazine Shows Booking a Guest Product Placements Issues Placement Other Forms of Placement The World Wide Web Podcasts Weblogs Media Interviews Purpose and Objective Print Differs from Broadcast Know When to Say No The Print Interview Radio and Television Interviews News Conferences Planning and Conducting a News Conference Preparing the Location Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 11: Global Public Relations What Is Global Public Relations? International Corporate Public Relations The New Age of Global Marketing Language and Cultural Differences Representing Foreign Business in the United States Representing U.S. Corporations in Other Nations International Government Public Relations Influencing Other Nations U.S. Firms Working for Foreign Governments The Rise of NGOs Public Relations Development in Other Nations Opportunities in International Work Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 12: Business, Entertainment, and Tourism Today's Modern Corporation The Role of Public Relations Media Relations Customer Relations Reaching Diverse Markets Consumer Activism Consumer Boycotts Employee Relations Layoffs and Outsourcing Minorities in the Workforce Investor Relations Marketing Communications Product Publicity Cause-Related Marketing Corporate Sponsorship Environmental Relations Corporate Philanthropy The Entertainment Industry The Practitioner's Responsibility Ethical Problems for Publicists Conducting a Personality Campaign Interview the Client Prepare a Biography Plan a Marketing Strategy Conduct the Campaign Record the Result Promoting an Event Publicity to Stimulate Ticket Sales The "Drip-Drip-Drip" Technique A Look at the Film Industry Travel Promotion Phases of Travel Promotion Fear of Terrorism Travel Business on the Internet Appeals to Target Audiences Times of Crisis Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings Chapter 13: Nonprofit, Education, and Government The Role of Public Relations for Nonprofit, Education, and Government Organizations Basic Purposes and Functions of Nonprofit, Education, and Government Public Relations Competition, Conflict, and Cooperation in Nonprofit, Education, and Government Organizations Membership Organizations Professional Associations Trade Groups Labor Unions Chambers of Commerce Advocacy Groups Activist Groups Social Issue Organizations Public Relations Strategies and Tactics Social Service Organizations Philanthropic Foundations Cultural Organizations Religious Organizations Public Relations Strategies and Tactics Fund-Raising Health Groups Hospitals Health Agencies Health Campaigns Educational Organizations Colleges and Universities Serving their Publics Government Organizations Federal Government State Government Local Government Public Affairs in Government Government Relations Lobbying Election Campaigns Summary Case Activity: What Would You Do? Questions for Review and Discussion Selected Readings