THINK Public Relations

<div class="c-un-numbered-list_container"> <p><strong>In this Section:</strong></p> <ol> <li><strong>Brief Table of Contents</strong></li> <li><strong>Full Table of Contents</strong></li> </ol> <h2>1) Brief Table of Contents</h2> <ul> <li><strong>Chapter 1:</strong> What is Public Relations?</li> <li><strong>Chapter 2:</strong> Careers in Public Relations</li> <li><strong>Chapter 3:</strong> The Growth of a Profession</li> <li><strong>Chapter 4:</strong> Today's Practice: Departments and Firms</li> <li><strong>Chapter 5:</strong> Research and Campaign Planning</li> <li><strong>Chapter 6:</strong> Communication and Measurement</li> <li><strong>Chapter 7:</strong> Public Opinion and Persuasion </li> <li><strong>Chapter 8:</strong> Managing Competition and Conflict </li> <li><strong>Chapter 9:</strong> Ethics and the Law </li> <li><strong>Chapter 10:</strong> Reaching Diverse Audiences</li> <li><strong>Chapter 11:</strong> The Mass Media</li> <li><strong>Chapter 12:</strong> The Internet and Social Media </li> <li><strong>Chapter 13:</strong> Events and Promotions</li> <li><strong>Chapter 14:</strong> Global Public Relations</li> <li><strong>Chapter 15:</strong> Corporate Public Relations</li> <li><strong>Chapter 16:</strong> Entertainment, Sports, and Tourism</li> <li><strong>Chapter 17:</strong> Government and Politics</li> <li><strong>Chapter 18:</strong> Nonprofit, Health, and Education</li> </ul> </div> <div class="c-header-numbers-with-list_container"> <h2>2) Full Table of Contents</h2> <ul> <li><strong>Chapter 1: What is Public Relations?</strong> <ul> <li>Challenge of Public Relations</li> <li>Global Scope</li> <li>A Variety of Definitions</li> <li>PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of “Junk” Food</li> <li>Public Relations as a Process</li> <li>The Components of Public Relations</li> <li>Social Media in Action: Beware of Bamboozling Blogger</li> <li>How Public Relations Differs from Journalism</li> <li>How Public Relations Differs from Advertising</li> <li>How Public Relations Differs from Marketing</li> <li>Toward an Integrated Perspective: Strategic Communication</li> <li>Summary</li> <li>Questions for Review and Discussion</li> <li>Tactics</li> </ul></li> <li><strong>Chapter 2: Careers in Public Relations</strong> <ul> <li>A Changing Focus in Public Relations</li> <li>Personal Qualifications and Attitudes</li> <li>PR Casebook: My Summer as a New York Fashion Intern</li> <li>Organizational Roles</li> <li>Social Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers</li> <li>The Value of Internships</li> <li>Salaries in Public Relations</li> <li>The Value of Public Relations</li> <li>Summary</li> <li>Questions for Review and Discussion</li> </ul></li> <li><strong>Chapter 3: The Growth of a Profession</strong> <ul> <li>A Brief History of Public Relations</li> <li>PR Casebook: Lee advises Rockefeller and the Coal Industry</li> <li>Trends in Today's Practice of Public Relations</li> <li>Social Media in Action: Diversity Shows Up in Social Media Use</li> <li>A Growing Professional Practice</li> <li>Professionalism, Licensing, and Accreditation</li> <li>Summary</li> <li>Questions for Review and Discussion</li> <li>Tactics</li> </ul></li> <li><strong>Chapter 4: Today's Practice: Departments and Firms</strong> <ul> <li>Public Relations Departments</li> <li>The Trend Toward Outsourcing</li> <li>Public Relations Firms</li> <li>Social Media in Action Firms Tweet to Self-Promote</li> <li>PR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championship</li> <li>Summary</li> <li>Questions for Review and Discussion</li> </ul></li> <li><strong>Chapter 5: Research and Campaign Planning</strong> <ul> <li>The Four Essential Steps of Effective Public Relations</li> <li>Research: The First Step</li> <li>Social Media in Action: Measuring Social Media</li> <li>Research Methods</li> <li>Planning: The Second Step</li> <li>PR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer Research</li> <li>Summary</li> <li>Questions for Review and Discussion</li> <li>Tactics</li> </ul></li> <li><strong>Chapter 6: Communication and Measurement</strong> <ul> <li>Communication: The Third Step</li> <li>Social Media in Action: Facebook Friends = Brain Power?</li> <li>Measurement: The Fourth Step</li> <li>Measurement of Message Exposure</li> <li>Measurement of Audience Awareness, Attitudes and Action</li> <li>PR Casebook: “Don’t be That Guy” Campaign Fights Binge Drinking</li> <li>Summary</li> <li>Questions for Review and Discussion</li> </ul></li> <li><strong>Chapter 7: Public Opinion and Persuasion</strong> <ul> <li>What Is Public Opinion?</li> <li>Opinion Leaders as Catalysts</li> <li>The Role of Mass Media</li> <li>The Role of Conflict</li> <li>PR Casebook: Handguns in America</li> <li>Persuasion in Public Opinion</li> <li>Social Media in Action: Persuading Citizens to Join the U.S. Army</li> <li>Factors in Persuasive Communication</li> <li>The Limits of Persuasion</li> <li>Summary</li> <li>Questions for Review and Discussion</li> <li>Tactics</li> </ul></li> <li><strong>Chapter 8: Managing Competition and Conflict</strong> <ul> <li>A New Way of Thinking: Conflict and Competition</li> <li>The Role of Public Relations in Managing Conflict</li> <li>It Depends: Factors That Affect Conflict Management</li> <li>PR Casebook: Free Silva</li> <li>The Conflict Management Life Cycle</li> <li>Managing the Life Cycle of a Conflict</li> <li>Social Media in Action: Social Media and the BP Oil Spill Crisis</li> <li>Summary</li> <li>Questions for Review and Discussion</li> </ul></li> <li><strong>Chapter 9: Ethics and the Law</strong> <ul> <li>What Is Ethics?</li> <li>Professional Guidelines</li> <li>Dealing with the News Media</li> <li>Public Relations and the Law</li> <li>PR Casebook: Facebook Campaign Raises an Ethical Ruckus</li> <li>Employee Communications</li> <li>Social Media in Action: Challenges Arise in Social Media Regulation</li> <li>Copyright Law</li> <li>Fair Use Versus Infringement</li> <li>Trademark Law</li> <li>Regulations by Government Agencies</li> <li>Liability for Sponsored Events</li> <li>Working with Lawyers</li> <li>Summary</li> <li>Questions for Review and Discussion</li> <li>Tactics</li> </ul></li> <li><strong>Chapter 10: Reaching Diverse Audiences</strong> <ul> <li>The Nature of the Public Relations Audience</li> <li>Age Group Audiences</li> <li>PR Casebook: Reaching Emerging Youth and Male Audiences</li> <li>Gender/Lifestyle Audiences</li> <li>Social Media in Action: A Comfortable Discussion or Too Much Information?</li> <li>Ethnically Diverse Audiences</li> <li>Global Audiences</li> <li>Matching the Audience with the Media</li> <li>Summary</li> <li>Questions for Review and Discussion</li> </ul></li> <li><strong>Chapter 11: The Mass Media</strong> <ul> <li>News Releases</li> <li>Media Advisories, Fact Sheets, Media Kits, and Pitch Letters</li> <li>PR Casebook: Saving the Arctic with Iconic Brand Mascots</li> <li>Interviews with Journalists and News Conferences</li> <li>The Media Party and the Media Tour</li> <li>The Reach of Radio and Television</li> <li>Social Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSA</li> <li>Summary</li> <li>Questions for Review and Discussion</li> </ul></li> <li><strong>Chapter 12: The Internet and Social Media</strong> <ul> <li>The Internet</li> <li>Leveraging the Power of the Internet</li> <li>Webcasts, Podcasts, and Wikis</li> <li>Social Media</li> <li>PR Casebook: American Airlines Soars and Penn State Crashes</li> <li>The Rising Tide of Mobile-Enabled Content</li> <li>Social Media in Action: On Campus and In the Kitchen</li> <li>Summary</li> <li>Questions for Review and Discussion</li> <li>Tactics</li> </ul></li> <li><strong>Chapter 13: Events and Promotions</strong> <ul> <li>A World Filled with Meetings and Events</li> <li>Group Meetings</li> <li>Banquets</li> <li>PR Casebook: Cars and Comedy Benefit Boys and Girls Clubs</li> <li>Receptions and Cocktail Parties</li> <li>Open Houses and Plant Tours</li> <li>Conventions</li> <li>Trade Shows</li> <li>Social Media in Action: Are You A Mayor?</li> <li>Promotional Events</li> <li>Summary</li> <li>Questions for Review and Discussion</li> </ul></li> <li><strong>Chapter 14: Global Public Relations</strong> <ul> <li>What Is Global Public Relations?</li> <li>Public Relations Development in Other Nations</li> <li>International Corporate Public Relations</li> <li>Social Media in Action: Making the Most of Social Networks Around the World</li> <li>Representing U.S. Corporations in Other Nations</li> <li>PR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for Coke</li> <li>Public Diplomacy</li> <li>The Rise of NGOs</li> <li>Opportunities in International Work</li> <li>Summary</li> <li>Questions for Review and Discussion</li> <li>Tactics</li> </ul></li> <li><strong>Chapter 15: Corporate Public Relations</strong> <ul> <li>Managing Corporate Reputations</li> <li>Media Relations</li> <li>Customer Relations</li> <li>Social Media in Action: LinkedIn as a Public Relations Tactic?</li> <li>Employee Relations</li> <li>Investor Relations</li> <li>Marketing Communications</li> <li>PR Casebook: Macy's Strives to Activate Millennials</li> <li>Environmental Relations</li> <li>Corporate Philanthropy</li> <li>Summary</li> <li>Questions for Review and Discussion</li> </ul></li> <li><strong>Chapter 16: Entertainment, Sports, and Tourism</strong> <ul> <li>Public Relations in Entertainment, Sports, and Tourism</li> <li>Promoting a Personality</li> <li>Social Media in Action: Celebrities Thrive or Crash in 140 Characters</li> <li>Promoting an Entertainment Event</li> <li>Sports Publicity</li> <li>PR Casebook: Racing Sausages Win Fans’ Hearts</li> <li>Travel Promotion</li> <li>Summary</li> <li>Questions for Review and Discussion</li> <li>Tactics</li> </ul></li> <li><strong>Chapter 17: Government and Politics</strong> <ul> <li>Government Public Relations</li> <li>Public Information and Public Affairs</li> <li>The Federal Government</li> <li>State Governments</li> <li>Local Governments</li> <li>Government Relations by Corporations</li> <li>PR Casebook: A Short History of Government Efforts to Promote Nutrition</li> <li>Lobbying</li> <li>Election Campaigns</li> <li>Social Media in Action: Seeing the Light: Social Media in Politics</li> <li>Summary</li> <li>Questions for Review and Discussion</li> </ul></li> <li><strong>Chapter 18: Nonprofit, Health, and Education</strong> <ul> <li>The Role of Public Relations in Nonprofit, Health, and Education Organizations</li> <li>Fund-Raising</li> <li>Membership Organizations</li> <li>Advocacy Groups</li> <li>PR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackey's Position on Healthcare</li> <li>Social Service Organizations</li> <li>Health Organizations</li> <li>Educational Organizations</li> <li>Summary</li> <li>Questions for Review and Discussion</li> <li>Tactics</li> </ul></li> </ul> </div>