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