Public Relations 2nd Edition by Tom Kelleher – Ebook PDF Instant Download/Delivery: 0190925109 , 9780190925109
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ISBN 10: 0190925109
ISBN 13: 9780190925109
Author: Tom Kelleher
Engagement. Conversation. Influence. Transparency. Trust.Public Relations, Second 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.
Public Relations 2nd Table of contents:
CHAPTER 1: Principled Public Relations
Defining Public Relations
Textbook Definitions
Crowdsourcing a Definition
Principled Public Relations Management
Tell the Truth
Prove It with Action
Listen to the Customer
Manage for Tomorrow
Conduct Public Relations as if the Whole Company Depends on It
Remain Calm, Patient and Good-Humored
Realize the Company’s True Character Is Expressed by Its People
Why Ethics Matter
Reasons for Studying Ethics
Competing Duties
A Guide for Ethical Decision-Making
Codes of Ethics
Criticisms of Codes
Advantages of Codes
Professional Associations
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 2: Public Relations Models Through the Ages
Public Relations Models in History
Press Agentry/Publicity
Public Information
Two-Way Asymmetrical Communication
Two-Way Symmetrical Communication
A Broader Social History of Public Relations
Religion
Education
Politics and Government
Major Motivations for Public Relations
Recruitment
Legitimacy
Agitation
Advocacy
Profit
Ethics: Transparency, Objectivity and Advocacy
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 3: Convergence and Integrated Communication
Convergence
Technological Convergence
Cultural Convergence
Economic Convergence
Professional Convergence
Divergence
Advertising
Marketing
Integration
Integrated Marketing Communication
Hybrid Functions
How Public Relations Is Different at Its Core
Organization (Beyond Offerings)
Publics (Beyond Audiences)
Relationships (Beyond Sales)
Ethics: Free Flow of Information and Data Protection
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 4: Relationship Management
Managing Relationships
Taking Care of Relationships
Key Outcomes of Relationships
News-Driven Relationships
Media Relations
Pitching
Commerce-Driven Relationships
B2C
B2B
Employee Relations
Investor Relations
Issues-Driven Relationships
Nonprofit Organizations
When Publics Are Organizations and Organizations Are Publics
Ethics: Corporate Social Responsibility and Loyalty
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 5: Research
Research in the RPIE Cycle
Formative Research
Summative Research
Situation Analysis
Situation Research
Organization Research
Publics Research
Quantitative Research
Surveys
Experiments
Content Analysis
Qualitative Research
Interviews
Focus Groups
Direct Observation
Secondary and Primary Research
Formal and Informal Research
Reliability and Validity
Trade-Offs in Research Design
Ethics: Doing the Greatest Good for the Greatest Number of People
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 6: Planning
A Hierarchy of Outcomes
Tuning In
Attending
Liking
Comprehending
Learning
Agreeing
Remembering
Acting
Proselytizing
Using McGuire’s Hierarchy of Effects for Planning
Strategic Planning
Timelines
Formative Research
Client/Management Meetings
Action and Communication Tactics
Production of Media and Communication Materials
Events
Evaluation
Budgets
Personnel
Administrative Costs and Supplies
Media and Communication Expenses
Ethics: Beware of Zombies; Enhance the Profession
Define the Specific Issue/Conflict
Identify Internal/External Factors
Identify Key Values
Identify the Parties Involved
Select Ethical Principles
Make a Decision and Justify It
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 7: Implementation
Taking Action
Choosing Channels
Controlled and Uncontrolled Media
Owned, Paid, Shared and Earned Media
Owned Media
Paid Media
Shared Media
Earned Media
Mixed Media
Ethics: Loyalty and Diversity in Communication and Action
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 8: Evaluation
Message Testing
Focus Groups
Readability Tests
Experiments
Media Monitoring Services
Metrics, Analytics and Data
Tracking Visitor Behavior
Segmenting Referring Sources
Parsing Big Data
Barcelona Principles
Principle 1: Goal Setting and Measurement Are Fundamental
Principle 2: Measuring Communication Outcomes Is Recommended
Principle 3: The Effect on Organizational Performance Should Be Measured
Principle 4: Measurement and Evaluation Require Both Qualitative and Quantitative Methods
Principle 5: Advertising Value Equivalencies Are Not the Value of Communications
Principle 6: Social Media Should Be Measured Consistently with Other Media Channels
Principle 7: Measurement and Evaluation Should Be Transparent, Consistent and Valid
Measuring the Right Outcomes
Ethics: Independence
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 9: Writing
Five Reasons to Write Well in Public Relations
Relationships
Influence and Persuasion
Goals and Objectives
Reputation Management
Impression Management
Storytelling
Features
News
Writing for Intermediaries
Writing for News Media
Writing for Social Media
Writing for Search Engines
Business Writing
Ethics: Expertise and Writing for Mutual Understanding
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 10: Social Media and Mobile
Mobile First
Ubiquitous
Social
Personal
Local
Uses and Gratifications of Media
Social and Visual Listening
What Is Social Listening?
What Is Visual Listening?
What Are the Benefits of Social and Visual Listening?
How Do You Conduct a Social Listening Search?
Creating Engaging Content
Text
Images
Video
Curated Content
Building Relationships and Community
Community Management
Influencer and Advocate Engagement
Ethics: Privacy and Safeguarding Confidences
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 11: Legal
International Legal Contexts
The First Amendment
Defamation
Intellectual Property
Copyright, Trademarks and Patents
Plagiarism
Fair Use
Intellectual Property Issues
Public Information and the Freedom of Information Act
Protecting Publics
Safety and Accuracy
Financial Information
Privacy
Intrusion into Seclusion
Appropriation of Likeness or Identity
Public Disclosure of Private Facts
Portrayal in a False Light
Ethics: Safeguarding Confidences—Who Owns Your Social Networks?
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 12: Issues and Crises
Managing Conflict
Managing Issues
Proactive Issues Management
1. Monitoring
2. Identification
3. Prioritization
4. Analysis
5. Strategic Planning
6. Implementation
7. Evaluation
Crisis Types
Victim Crises
Accident Crises
Preventable Crises
Crisis Response Strategies
Deny Strategies
Diminish Strategies
Rebuild Strategies
Reinforce Strategies
Social Media and Crises
Ethics: Conflicts of Interest
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 13: Global
Public Relations and Culture
Low-Context Versus High-Context Communication
Cultural Dimensions
Cultural Intelligence
International Public Relations
Environmental Variables
Public Diplomacy
Ethics: Dialogic Ethics
Summary
Self-Assessment
Discussion Questions
Key Terms
CHAPTER 14: Careers
Personal Branding
Strategic
Positive
Promising
Person-Centric
Artifactual
Internships and Projects
Employers
Agencies
Corporations
Nonprofits and NGOs
Government
Self-Employment and Small Business
Areas of Specialization
Health
Sports and Entertainment
Political and Public Affairs
Financial and Entrepreneurial
Consumer
International
Education and Continued Learning
Ethics: Competition, Loyalty and Job Changes
Summary
Self-Assessment
Discussion Questions
Key Terms
APPENDIX A: Universal Accreditation Board Competencies
APPENDIX B: PRSA Code of Ethics
Preamble
PRSA Member Statement of Professional Values
PRSA Code Provisions
PRSA Member Code of Ethics Pledge
APPENDIX C: The “IPRA Code of Conduct”
APPENDIX D: IPR Ethical Standards and Guidelines for Public Relations Research and Measurement
Preface
Ethics Statement
Notes
Glossary
Credits
Name Index
Subject Index
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