Mastering Public Relations

Table of Contents

• Licensing Information

• Preface

• Chapter 1: The Importance of Public Relations: UPS Case

  • A Conflict Unfolds
  • What Can Be Learned From the UPS Case?

• Chapter 2: What Is Public Relations?

  • Defining Public Relations
  • The Function of Public Relations
  • Naming the Public Relations Function
  • Chapter Summary

• Chapter 3: Models and Approaches to Public Relations

  • The Historical Development of Modern Public Relations
  • The Subfunctions of Public Relations
  • Chapter Summary

• Chapter 4: Public Relations as a Management Function

  • Functions of Management
  • Public Relations Roles
  • The C-Suite
  • Chapter Summary

• Chapter 5: Organizational Factors for Excellent Public Relations

  • Value of Public Relations
  • Organizational Culture
  • Organizational Structure
  • Chapter Summary

• Chapter 6: Public Relations and Organizational Effectiveness

  • Goal Attainment Approach
  • Systems Theory Approach
  • Stakeholder Management Approach
  • Chapter Summary

• Chapter 7: Identifying and Prioritizing Stakeholders and Publics

  • Stakeholder Management and Prioritizing Publics
  • The Situational Theory of Publics Predicts Active or Passive Behavior
  • A Contingency Approach to Public Relations Strategy
  • Case: Building a Corporate Headquarters in a Prestigious Neighborhood
  • Chapter Summary

• Chapter 8: Public Relations Research: The Key to Strategy

  • Importance of Research in Public Relations Management
  • Purpose and Forms of Research
  • Types of Research
  • Chapter Summary

• Chapter 9: The Public Relations Process—RACE

  • Constructing the Strategic Plan for a Public Relations Campaign
  • Chapter Summary

• Chapter 10: The Practice of Public Relations

  • Corporate Public Relations
  • Responsibilities and Focus of the Chief Communications Officer
  • Agency Public Relations
  • Government Relations and Public Affairs
  • Issues Management and Public Policy
  • Nonprofit, NGO, and Activist Public Relations
  • Activism Case: No Place for Gaddafi to Pitch His Tent
  • Chapter Summary

• Chapter 11: Ethics, Leadership and Counseling, and Moral Analyses

  • Ethics
  • Conducting Moral Analyses
  • Case: Home Depot’s Leadership Crisis
  • Chapter Summary

• Chapter 12: Best Practices for Excellence in Public Relations

  • Effectiveness and Excellence
  • Best Practices Case: Entergy Responds to Hurricane Katrina
  • Chapter Summary

• Chapter 13: References