公共关系实践 英文版·第7版PDF电子书下载

1．WHAT IS PUBLIC RELATIONS? 1

Prominence of Public Relations 3

Defining Public Relations 4

The Rest ofthe Story:So Long,George 5

Defining by Functions 6

Interpreting Management to the Public 8

Interpreting the Public to Management 8

The Publics of Public Relations 9

Summary 11

A Question of Ethics:Drawing the Line on Questionable Clients 11

Notes 12

Discussion Starters 12

Suggested Readings 13

ContentsForeword 13

Top of the Shelf:PR!A Social History of Spin 14

Preface 15

Case Study:Texaco and the Black Jellybeans 15

Acknowledgments 17

About the Author 19

Voice of Experience:Michael D.McCurry 19

2．THE EVOLUTION OF PUBLIC RELATIONS 23

Ancient Beginnings 25

Early American Experience 26

Later American Experience 27

Into the 1800s 27

The Rest of the Story:What Hath Barnum Wrought? 28

Emergence of the Robber Barons 29

Enter the Muckrakers 29

Ivy Lee:A Father of Modern Public Relations 30

Government 31

The Growth of Modern Public Relations 31

Counseling 32

Corporations 33

Education 33

Public Relations Comes of Age 33

Growth of Large Institutions 33

Change,Conflict and Confrontation 33

A Question of Ethics:Watergate:A Black Eye for Public Relations 35

Heightened Public Awareness 36

Global Democracy in the Twenty-First Century 37

Public Relations Education 37

Summary 37

Discussion Starters 38

Notes 39

Suggested Readings 40

Top of the Shelf:The Unseen Power-Public Relations,A History 40

Case Study:Exxon Corporation s Bad Good Friday 41

Voice of Experience:Edward L.Bernays 45

3．PUBLIC OPINION 47

What is Public Opinion? 49

What are Attitudes? 50

How are Attitudes Influenced? 51

Motivating Attitude Change 52

Power of Persuasion 54

HoT are People Persuaded? 54

What Kinds of“Evidence”Persuade People? 55

Influencing Public Opinion 55

Polishing the Corporate Image 56

The Rest of the Story:When Barbie Talks,Women Went Bonkers 57

Beware the Traps of Public Opinion 58

A Question of Ethics:The Downsizing Poster Boy 60

Summary 62

The Rest of the Story:Auctioneer s Reputation on the Block 63

Discussion Starters 63

Notes 64

Top of the Shelf:The New York Times and The Wall Street Journal 65

Suggested Readings 65

Case Study:Pepsi Punctures the Great Syringe Soda Scare 66

Voice of Experience:Archbishop John P.Foley 73

4．ETHICS 75

What s Going on Here? 77

Ethics in Society 77

Ethics in Business 79

Corporate Codes on Conduct 80

Corporate Social Responsibility 82

A Question of Ethics:Sham or Shamu:The Push to Free Willy 83

Ethics in Government 83

The Rest of the Story:Short,Sad Saga of the Political Sage 84

Ethics in Journalism 85

Ethics in Public Relations 89

The Rest of the Story:Hitting the“Ethical Wall” 90

Summary 90

Discussion Starters 90

Notes 92

Suggested Readings 92

Top of the Shelf:Toxic Sludge is Good for You:Lies,Damn Lies and tke PublicRelations Industry 93

Case Study:Ethical Fall from Grace 94

Bonus Case Study:CNA Does the Right Thing 96

Voice of Experience:Barbara Ley Toffler 97

5．RESEARCH 99

Applied Research 101

Types of Public Relations Research 101

Theoretical Research 102

Methods of Public Relations Research 102

Surveys 103

The Rest ofthe Story:Measuring Press Coverage 104

Communication Audits 110

Unobtrusive Methods 110

A Question of Ethics:The Credibility-Saving Audit 111

Evaluation 112

The Rest of the Story:Figures and Faces Lie 113

Using Outside Research Help 114

Summary 114

Discussion Starters 114

Suggested Readings 115

Notes 115

Top of the Shelf:Using Research in Public Relations:Applications to ProgramManagement 116

Case Study:Researching a Position for Alan Louis General 117

Voice of Experience:Kathleen Ladd Ward 119

6．COMMUNICATION 121

Communications Theory 122

The Source 123

The Encoder 123

The Rest of the Story:When in Rome... 125

The Message 126

The Rest of the Story:Are You Sure You Saw What You Thought You Saw? 127

The Decoder 128

The Rest of the Story:Decoding the Language at the Pension Office 129

The Receiver 132

A Question of Ethics:Slumming in Rapland 133

Summary 134

The Rest of the Story:Whaaat?Huh? 135

Discussion Starters 135

Notes 136

Suggested Readings 136

Top of the Shelf:Webster s NeT World Dictionary of Media and Communications 136

Case Study:Boxed In at Jack in the Box 137

Voice of Experience:Frankie A.Hammond 139

7．MANAGEMENT 143

Reporting to Top Management 144

The Rest of the Story:Management Translation:“Hit the Road,Jack” 144

Management Theory of Public Relations 145

Planning for Public Relations 146

Managing by Public Relations Objectives 147

A Question of Ethics:British Air s Image Shakeup 149

Budgeting for Public Relations 149

Preparing the Public Relations Campaign Plan 150

Implementing Public Relations Programs 152

Organizing the Public Relations Department 153

The Rest of the Story:PR Salaries Going Up,Up,UP! 153

Organizing the Public Relations Agency 154

What s It Pay? 155

What Manner of Man/Woman? 159

Summary 160

Discussion Starters 160

Notes 161

Suggested Readings 161

Top of the Shelf:The New Positioning 162

Case Study:Dow Coming in the Crucible 163

Voice of Experience:Harold Burson 167

8．PUBLIC RELATIONS WRITING 169

Fundamentals of Writing 170

Writing for the Eye and the Ear 170

Flesch Readability Formula 171

The Rest of the Story:NonReadability 173

The Beauty of the Inverted Pyramid 173

The News Release 175

News Value 176

The Rest of the Story:Just the Facts 178

Format 178

Style 182

The Rest of the Story:Inflated Corporate Style 184

Content 185

A Question of Ethics:Leaking the Gleeful Disaster Memo 185

The Announcement 186

The Management Change 186

The Management Speech 187

The Importance of Editing 188

Rest of the Story:Deobfuscating Obfuscatory Proverbs 189

Summary 190

Discussion Starters 190

Notes 191

Suggested Readings 191

Top of the Sbelf:The Public Relations Writer s Handbook 192

Case Study:The Raina News Release 192

Voice of Experience:William C.Adams 195

9．WRITING FOR THE EYE AND EAR 197

The Media Kit 197

The Biography 198

Straight Bios 198

Narrative Bios 200

Example Two:Descriptive,Narrative Style 201

The Backgrounder 201

Example One:News Release Style 201

The Feature 203

Description 203

Explanation 203

Evaluation 203

The Case History 204

The By-Liner 204

The Memorandum 205

The Pitch Letter 205

Other Tools 207

The Round-Up Article 207

The Fact Sheet 207

The Q A 208

The Standby Statement 209

The Speech 209

The Position Paper 209

Photographic Supports 209

The Rest of the Story:Don t-Repeat-Don t Use“Do Not” 210

The Speechwriting Process 210

Preparing 211

Interviewing 211

Researching 212

Organizing and Writing 212

The Spoken Word 213

Making an Efiective Presentation 214

Rest of the Story:Every Picture Tells a Story 215

A Question of Ethics:Beavis and Butt-Head Battle Backlash 216

Summary 216

Suggested Readings 217

Notes 217

Discussion Starters 217

Top of the Shelf:Writing Effecfive Speeches 218

Case Study:Illinois Power s Reply 219

Voice of Experience:Shirley Carter 221

10．PUBLIC RELATIONS AND THE NET 223

Growing Use of the Internet 224

The Rest of the Story:Who Uses the Net and Why? 225

Net Effect on Public Relations 225

Moving to E-Mail 227

Organizing a Web Site 227

A Question of Ethics:AOL:Arrogance on the Loose 228

Media Relations on the Net 231

The Rest ofthe Story:Scooping Yourself Netstyle 232

Investor Relations on the Net 232

Product Promotion on the Net 232

The Rest of the Story:Microsoft Buys The Church 234

Intranets,Extranets and CD-ROMs 234

Writing for the Net 235

Summary 236

Discussion Starters 236

Notes 236

Suggested Readings 237

Top ofthe Shelf:Being Digital 238

Case Study:“No-Tell”Intel Learns Silence Isn t Golden 239

Voice of Experience:Lawrence Weber 241

11．PUBLICITY AND THE MEDIA 243

Power of Publicity 244

The Rest of the Story:Klein as in“Lyin” 247

What Research Tells Us About the Media 248

Objectivity of the Media 249

A Question of Ethics:The Fall of“Fairness” 250

Dealing with the Media 251

The Rest of the Story:Confessions of a Media Maven 254

Securing Publicity 255

Value of Publicity 256

Avenues of Publicity 257

Placing Publicity 259

The Rest of the Story:Answering the Media 260

Wire Services 261

Media Directories 262

Measurement Assistance 263

Press Clipping Bureaus 263

Broadcast Transcription Services 263

Context Analysis Services 263

Handling Interviews 264

The Rest ofthe Story:The End of the World as They Write It 264

Press Conferences 265

Rest of the Story:Aw Shaddup! 267

Summary 268

Discussion Starters 268

Notes 268

Suggested Readings 269

Top of the Shelf:News and the Culture of Lying:How Journalism Really Works 270

Case Study:Waco 271

Voice of Experience:Andrew S.Edson 273

12．ELECTRONIC MEDIA 275

TV News-Pervasive,Investigative,Inflammatory 277

Handling TV Interviews 279

A Question of Ethics:Fakes,Lies,and Videotape:Food Lion v.ABC 280

Video News Releases 283

Importance of Organizational Video 283

VNR Caveats:Expensive and Controversial 285

Public Service Announcements 285

Satellite Media Tours 287

Video Conferences 288

Growth of Talk Radio 288

The Rest of the Story:Talk Radio Recipe:Deflect,Deny,Evade,Act Stupid 289

Penetrating the Radio Marketplace 290

Summary 290

Discussion Starters 290

Notes 291

Suggested Readings 291

Top of the Shelf:60 Minutes CBS Television News 292

Case Study:They re Heeere! 293

Voice of Experience:Myron Kandef 295

13．INTEGRATED MARKETING COMMUNICATIONS 297

Public Relations Versus Marketing 299

Product Publicity 300

Third-Party Endorsements 300

The Rest of the Story:P.T. Barnum Redux:The Human Arrow 302

Public Relations Marketing Activities 303

Article Reprints 303

Trade Show Participation 304

Use of Spokespersons 305

Cause-Related Marketing 305

Public Relations Advertising 307

A Question of Ethics:A Four-Letter Word Called Nike 308

Purposes of Public Relations Advertising 310

Public Relations Advertising in the 1990s 311

Infomercials 314

Integrated Marketing for the 21st Century 314

900 Numbers 315

Movie Product Placements 316

Summary 317

Discussion Starters 317

Nores 317

Suggested Readings 318

Top of the Shelf:Integrated Marketing Communications:Putting It Together ？ MakingIt Work 319

Case Study:From Perky to Pariah:The Sad Saga of Kathie Lee 320

Voice of Experience:Steve Rivkin 323

14．EMPLOYEES 325

Communicating Effectively in a Sea of Doubt 327

The Rest of the Story:AKA“You re Outa Here” 328

Employee Communications Strategies 329

Credibility:The Key 329

A Question of Ethics:Facilitating the PG？E Layoffs 331

Employee Communications Tactics 332

Online Communication 332

Print Newsletters 333

Management Publications 335

Employee Arnual Reports 336

The Rest of the Story:Desktop Publishing Emerges 338

Bulletin Boards 338

Internal Video 339

Supervisory Communications 340

Dealing with the Grapevine 341

The Rest ofthe Story:Magna s Charter 341

Summary 342

Discussion Starters 342

Suggested Readings 343

Notes 343

Top of the Shelf:The Jobless Future:Sci-Tech and the Dogma of Work 344

Case Study:Monkeygate 345

Voice of Experience:Nancy Irwin 347

15．MULTICULTURAL COMMUNITIES 349

Social Responsibility in the Community 350

A Question of Ethics:Avis Fights Back 352

Community Relations Expectations 352

What the Community Expects 353

What the Organization Expects 353

Community Relations Objectives 355

Serving Diverse Communities 356

Women 356

African-Americans 357

Latinos 358

The Rest of the Story:“Latino,”Not“Hispanic” 360

Gay,Seniors,and Others 360

Nonprofit Public Relations 362

Fund-Raising 362

The Rest of the Story:Heeding Religious Messages 364

Summary 364

Discussion Starters 365

Notes 365

Suggested Readings 366

Top of the Shelf:Rules for Radicals 366

Case Study:Denny s and Eddie Confront Racism 367

Voice of Experience:Terrie M.Williams 370

Voice of Experience:Ray Durazo 372

16．CONSUMERS 375

The Rest of the Story:Tyco Tickled with TickleMe Momentum 376

Growth of the Consumer Movement 377

Federal Consumer Agencies 378

Consumer Activists 379

Business Gets the Message 379

Consumerist Philosophy 380

Consumerist Objectives 380

The Rest of the Story:Pulling the Cabbage Patch Piranha 381

A Question of Ethics:Calvin Tests the Bounds of Kiddie Porn 382

Office of the Ombuds Officer 383

Summary 385

Between the Lines:A Day in the Life of the Ombuds Officer 386

Discussion Starters 387

Notes 387

Suggested Readings 387

Top of the Shelf:The 22 Immutable Laws of Marketing 388

Case Study:Tobacco Wars 389

Voice of Experience:Diane Perlmutter 394

17．GOVERNMENT 397

Public Relations in Government 398

Government Practitioners 399

United States Information Agency 400

Government Bureaus 401

A Question of Ethics:Bad Carma for the Secretary 402

The President 403

The President s Press Secretary 404

The Rest of the Story:The Ragin Cajun and the Sultans of spin 406

Lobbying the Government 406

What Do Lobbyists Do? 407

Grass-Roots Lobbying 408

Political Action Committees 409

Dealing with Local Government 411

The Rest of the Story:The“Be”List of Getting Through to Legislators　 411

Summary 412

Discussion Starters 412

Notes 413

Suggested Readings 413

Top of the Shelf:Behind the Oval Office:Winning the Presidency in the Nineties/BadBoy:The Life and Politics of Lee Atwater 414

Case Study:Whitewater 415

Voice of Experience:Marsha Berry 419

18．PUBLIC RELATIONS AND THE LAW 421

Public Relations and the Law:An Uneasy Alliance 422

Public Relations and the First Amendment 423

The Rest of the Story:Promoting O.J. 425

Public Relations and Insider Trading 426

Public Relations and Disclosure Law 427

Public Relations and Privacy Law 428

Public Relations and Ethics Law 428

A Question of Ethics:Deserving of Counsel? 429

Public Relations and Copyright Law 432

The Rest of the Story:What s in a Squiggle? 433

Public Relations and Internet Law 433

Public Relations and the Legal Profession 434

Litigation Public Relations 435

The Rest of the Story:Ladiieeeees and Gentlemen,Let s Get Ready toSue 436

Summary 436

The Rest of the Story:Battles of the Egoists:The Ultimate Legal Fight 437

Discussion Starters 438

Notes 438

Suggested Readings 439

Case Study:Burned by the Media:General Motors Extinguishes NBC 439

Top of the Shelf:Litigation Public Relations:Courting Public Opinion 440

Voice ofExperience:Harry J.Pearce 444

19．CRISIS MANAGEMENT 447

Issues Management 449

A Question of Ethics:Death of a Tiny Beauty Queen 450

Implementing Issues Management 451

Growth of Risk Communications 454

Managing in a Crisis 454

Planning in a Crisis 456

The Rest of the Story:The SadSaga of Susan Smith 457

Communicating in a Crisis 458

The Rest of the Story:The Lessons of the Valdez 460

Summary 461

The Rest of the Story:The“Gates” of Scandal 462

Discussion Starters 462

Suggested Readings 463

Notes 463

Top of the Shelf:Crisis Response:Inside Stories on Managing Image UnderSiege 464

Case Study:Rebounding From the Ultimate Crisis 465

Bonus Case Study:The Fall of TWA 468

Voice of Experience:Robin Cohn 470

20．FUTURE 473

Issues of the Millennium 475

The Rest of the Story:Rapping in the Millennium 476

Public Relations Challenges in the Millennium 477

Public Relations Goes Global 478

Canada 479

Latin America 479

The New Europe 479

The Rest ofthe Story:A“Too American”Public Relations Approach? 480

Asia 480

Australia 481

Eastern Europe 481

Middle East 482

Africa 483

A Question ofEthics:Brushing Away a Dark Blot 483

Counseling Top Management 484

The Rest of the Story:Think Multilingual-or Else 485

Emerging Issues in Public Relations 486

Public Relation Education 486

Women in Public Relations 486

External Challenges 487

Implications for Beginners 488

The Rest ofthe Story:All is Not Won... 489

The Rest of the Story:... But All is Not Lost 490

Summary 492

The Last word:Commentary from Jack O Dwyer 493

Notes 495

Discussion Starters 495

Suggested Readings 496

Top of the Shelf:Public Relations Ethics 497

Case Study:The Tylenol Murders 498

Voice of Expenence:Debra A.Miller 503

APPENDIXESAppendix A:Code of ProfessionaI Standards for the Practice of Public Relations 507

Appendix B:Advertising Effectiveness Tracking Study 511

Appendix C:Research Definition 517

Appendix D:Audiovisual Supports 521

Appendix E:Computer Terms 523

Appendix F:On-Line Databases 529

Appendix G:Leading Media Terms 531

Appendix H:Corporate Reporting Requirements 537

Appendix I:Annual Meeting Checklist 545

Index 551