THINK Public Relations Book

In this Section:

1) Brief Table of Contents

2) Full Table of Contents

1) Brief Table of Contents

Chapter 1: What is Public Relations?
Chapter 2: Careers in Public Relations
Chapter 3: The Growth of a Profession
Chapter 4: Today's Practice: Departments and Firms
Chapter 5: Research and Campaign Planning
Chapter 6: Communication and Measurement
Chapter 7: Public Opinion and Persuasion
Chapter 8: Managing Competition and Conflict
Chapter 9: Ethics and the Law
Chapter 10: Reaching Diverse Audiences
Chapter 11: The Mass Media
Chapter 12: The Internet and Social Media
Chapter 13: Events and Promotions
Chapter 14: Global Public Relations
Chapter 15: Corporate Public Relations
Chapter 16: Entertainment, Sports, and Tourism
Chapter 17: Government and Politics
Chapter 18: Nonprofit, Health, and Education

2) Full Table of Contents

Chapter 1: What is Public Relations?
Challenge of Public Relations Global Scope A Variety of Definitions PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of “Junk” Food Public Relations as a Process The Components of Public Relations Social Media in Action: Beware of Bamboozling Blogger How Public Relations Differs from Journalism How Public Relations Differs from Advertising How Public Relations Differs from Marketing Toward an Integrated Perspective: Strategic Communication Summary Questions for Review and Discussion Tactics

Chapter 2: Careers in Public Relations
A Changing Focus in Public Relations Personal Qualifications and Attitudes PR Casebook: My Summer as a New York Fashion Intern Organizational Roles Social Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers The Value of Internships Salaries in Public Relations The Value of Public Relations Summary Questions for Review and Discussion

Chapter 3: The Growth of a Profession
A Brief History of Public Relations PR Casebook: Lee advises Rockefeller and the Coal Industry Trends in Today’s Practice of Public Relations Social Media in Action: Diversity Shows Up in Social Media Use A Growing Professional Practice Professionalism, Licensing, and Accreditation Summary Questions for Review and Discussion Tactics

Chapter 4: Today's Practice: Departments and Firms
Public Relations Departments The Trend Toward Outsourcing Public Relations Firms Social Media in Action Firms Tweet to Self-Promote PR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championship Summary Questions for Review and Discussion

Chapter 5: Research and Campaign Planning
The Four Essential Steps of Effective Public Relations Research: The First Step Social Media in Action: Measuring Social Media Research Methods Planning: The Second Step PR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer Research Summary Questions for Review and Discussion Tactics

Chapter 6: Communication and Measurement
Communication: The Third Step Social Media in Action: Facebook Friends = Brain Power?
Measurement: The Fourth Step Measurement of Message Exposure Measurement of Audience Awareness, Attitudes and Action PR Casebook: “Don’t be That Guy” Campaign Fights Binge Drinking Summary Questions for Review and Discussion

Chapter 7: Public Opinion and Persuasion
What Is Public Opinion?
Opinion Leaders as Catalysts The Role of Mass Media The Role of Conflict PR Casebook: Handguns in America Persuasion in Public Opinion Social Media in Action: Persuading Citizens to Join the U.S. Army Factors in Persuasive Communication The Limits of Persuasion Summary Questions for Review and Discussion Tactics

Chapter 8: Managing Competition and Conflict
A New Way of Thinking: Conflict and Competition The Role of Public Relations in Managing Conflict It Depends: Factors That Affect Conflict Management PR Casebook: Free Silva The Conflict Management Life Cycle Managing the Life Cycle of a Conflict Social Media in Action: Social Media and the BP Oil Spill Crisis Summary Questions for Review and Discussion

Chapter 9: Ethics and the Law
What Is Ethics?
Professional Guidelines Dealing with the News Media Public Relations and the Law PR Casebook: Facebook Campaign Raises an Ethical Ruckus Employee Communications Social Media in Action: Challenges Arise in Social Media Regulation Copyright Law Fair Use Versus Infringement Trademark Law Regulations by Government Agencies Liability for Sponsored Events Working with Lawyers Summary Questions for Review and Discussion Tactics

Chapter 10: Reaching Diverse Audiences
The Nature of the Public Relations Audience Age Group Audiences PR Casebook: Reaching Emerging Youth and Male Audiences Gender/Lifestyle Audiences Social Media in Action: A Comfortable Discussion or Too Much Information?
Ethnically Diverse Audiences Global Audiences Matching the Audience with the Media Summary Questions for Review and Discussion

Chapter 11: The Mass Media
News Releases Media Advisories, Fact Sheets, Media Kits, and Pitch Letters PR Casebook: Saving the Arctic with Iconic Brand Mascots Interviews with Journalists and News Conferences The Media Party and the Media Tour The Reach of Radio and Television Social Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSA Summary Questions for Review and Discussion

Chapter 12: The Internet and Social Media
The Internet Leveraging the Power of the Internet Webcasts, Podcasts, and Wikis Social Media PR Casebook: American Airlines Soars and Penn State Crashes The Rising Tide of Mobile-Enabled Content Social Media in Action: On Campus and In the Kitchen Summary Questions for Review and Discussion Tactics

Chapter 13: Events and Promotions
A World Filled with Meetings and Events Group Meetings Banquets PR Casebook: Cars and Comedy Benefit Boys and Girls Clubs Receptions and Cocktail Parties Open Houses and Plant Tours Conventions Trade Shows Social Media in Action: Are You A Mayor?
Promotional Events Summary Questions for Review and Discussion

Chapter 14: Global Public Relations
What Is Global Public Relations?
Public Relations Development in Other Nations International Corporate Public Relations Social Media in Action: Making the Most of Social Networks Around the World Representing U.S. Corporations in Other Nations PR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for Coke Public Diplomacy The Rise of NGOs Opportunities in International Work Summary Questions for Review and Discussion Tactics

Chapter 15: Corporate Public Relations
Managing Corporate Reputations Media Relations Customer Relations Social Media in Action: LinkedIn as a Public Relations Tactic?
Employee Relations Investor Relations Marketing Communications PR Casebook: Macy’s Strives to Activate Millennials Environmental Relations Corporate Philanthropy Summary Questions for Review and Discussion

Chapter 16: Entertainment, Sports, and Tourism
Public Relations in Entertainment, Sports, and Tourism Promoting a Personality Social Media in Action: Celebrities Thrive or Crash in 140 Characters Promoting an Entertainment Event Sports Publicity PR Casebook: Racing Sausages Win Fans’ Hearts Travel Promotion Summary Questions for Review and Discussion Tactics

Chapter 17: Government and Politics
Government Public Relations Public Information and Public Affairs The Federal Government State Governments Local Governments Government Relations by Corporations PR Casebook: A Short History of Government Efforts to Promote Nutrition Lobbying Election Campaigns Social Media in Action: Seeing the Light: Social Media in Politics Summary Questions for Review and Discussion

Chapter 18: Nonprofit, Health, and Education
The Role of Public Relations in Nonprofit, Health, and Education Organizations Fund-Raising Membership Organizations Advocacy Groups PR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackey’s Position on Healthcare Social Service Organizations Health Organizations Educational Organizations Summary Questions for Review and Discussion Tactics