Handbook of Public Relations ISBN: 9780761912866

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Table of Contents

Preface xiii Robert L. Heath SECTION 1: Defining the Discipline Shifting Foundations: Public Relations as Relationship Building 1 (10) Robert L. Health Two-Way Symmetrical Public Relations: Past, Present, and Future 11 (20) James E. Grunig A Rhetorical Enactment Rationale for Public Relations: The Good Organization Communicating Well 31 (20) Robert L. Heath Public Relations and Community: A Reconstructed Theory Revisited 51 (10) Kenneth Starck Dean Kruckeberg Cultural Topoi: Implications for Public Relations 61 (14) Greg Leichty Ede Warner Updating Public Relations: ``New Science,'' Research Paradigms, and Uneven Developments 75 (18) David McKie In Search of a Metatheory for Public Relations: An Argument for Communitarianism 93 (12) Roy Leeper Interpersonal Communication and Public Relations 105 (10) W. Timothy Coombs Public Relations Field Dynamics 115 (12) Jeffrey K. Springston Joann Keyton Bringing Publics Into Public Relations: New Theoretical Frameworks for Practice 127 (12) Shirley Leitch David Neilson Research Perspectives on ``the Public'' 139 (16) Gabriel M. Vasquez Maureen Taylor Public Relations and Crisis Communication: Organizing and Chaos 155 (12) Matthew W. Seeger Timothy L. Sellnow Robert R. Ulmer Public Relations as Contested Terrain: A Critical Response 167 (22) George Cheney Lars Thoger Christensen SECTION 2: Defining the Practice The Dynamics of Change in Public Relations Practice 183 (6) Robert L. Heath DYNAMICS OF CHANGE The Mystery Of Public Relations: Unraveling Its Past, Unmasking Its Future 189 (16) Fritz Cropp J. David Pincus Defining the Relationship Between Public Relations and Marketing: Public Relations' Most Important Challenge 205 (10) James G. Hutton Extending Strategic Planning to Communication Tactics 215 (8) Laurie J. Wilson Public Relations and the Question of Professionalism 223 (14) Magda Pieczka Jacquie L'Etang How Feminist Theory Advanced the Practice of Public Relations 237 (10) Elizabeth L. Toth Public Relations Law 247 (12) Michael G. Parkinson Daradirek Ekachai Laurel Traynowicz Hetherington Integrating Planning and Evaluation: Evaluating the Public Relations Practice and Public Relations Programs 259 (10) Tom Watson Media Effects Research for Public Relations Practitioners 269 (10) Beth Olson Stewardship: The Fifth Step in the Public Relations Process 279 (12) Kathleen S. Kelly Activism 291 (10) Michael F. Smith Denise P. Ferguson Public Relations and Conflict Resolution 301 (10) Kenneth D. Plowman William G. Briggs Yi-Hui Huang ORGANIZATIONAL LEGITIMACY Public Relations and the Ecology of Organizational Change 311 (10) James L. Everett The Centrality of Organizational Legitimacy to Public Relations Practice 321 (14) Maribeth S. Metzler Issues Management: The Paradox of the 40-Year U.S. Tobacco Wars 335 (12) Cornelius B. Pratt Using the Collapse Model of Corporate Image for Campaign Message Design 347 (10) Mary Anne Moffitt EDUCATING PRACTITIONERS The Workplace, Undergraduate Education, and Career Preparation: The Public Relations Academic and Practitioner Views 357 (12) Gayle M. Pohl Dee Vandeventer Accreditation: Is There Access to the Process for All Public Relations Academic Programs---If Desired? 369 (12) Bonita Dostal Neff Case Studies and Their Use in Public Relations 381 (8) John J. Pauly Liese L. Hutchison PUBLIC RELATIONS ETHICS Public Relations and Social Responsibility 389 (14) Emma L. Daugherty Public Relations Ethics: An Overview and Discussion of Issues for the 21st Century 403 (8) Kenneth D. Day Qingwen Dong Clark Robins Ethics in Public Relations: Theory and Practice 411 (12) Patricia A. Curtin Lois A. Boynton Public Relations Between Universality and Particularity: Toward a Moral-Philosophical Conception of Public Relations Ethics 423 (12) Tanni Haas The Measurement of Ethics: Instruments Applicable to Public Relations 435 (10) Kathie A. Leeper SECTION 3: In Search of Best Practices Learning Best Practices From Experience and Research 441 (4) Robert L. Heath BEST PRACTICES IN PLANNING AND ORGANIZATION A New Order for Public Relations: Goodbye Cost Center, Hello Profit Center 445 (6) H. R. Hutchins Best Practices in the Public Relations Agency Business 451 (10) Catherine L. Hinrichsen Strategic Media Planning: Toward an Integrated Public Relations Media Model 461 (10) Kirk Hallahan Improving Corporate and Organization Communications: A New Look at Developing and Implementing the Communication Audit 471 (8) Dean Kazoleas Alan Wright BEST PRACTICES IN CRISIS COMMUNICATION Crisis Communication: A Review of Some Best Practices 479 (8) Kathleen Fearn-Banks Anticipatory Model of Crisis Management: A Vigilant Response to Technological Crises 487 (14) Bolanle A. Olaniran David E. Williams Corporate Apologia: When an Organization Speaks in Defense of Itself 501 (12) Keith Michael Hearit Race and Reputation: Restoring Image Beyond the Crisis 513 (8) Gail F. Baker BEST PRACTICES IN RELATIONSHIP BUILDING Relationships Within Communities: Public Relations for the New Century 521 (6) Laurie J. Wilson Managing Community Relationships to Maximize Mutual Benefit: Doing Well by Doing Good 527 (8) John A. Ledingham Stephen D. Bruning BEST PRACTICES IN EDUCATIONAL PUBLIC RELATIONS Educational Public Relations 535 (8) Julie Kay Henderson Strength in Diversity: The Place of Public Relations in Higher Education Institutions 543 (8) Barbara J. DeSanto R. Brooks Garner Sports Information Directing: A Plea for Helping an Unknown Field 551 (6) Nicholas C. Neupauer BEST PRACTICES IN CONTEXT Political Power Through Public Relations 557 (8) Lori Melton McKinnon John C. Tedesco Tracy Lauder Labor and Public Relations: The Unwritten Roles 565 (6) Tricia Hansen-Horn Public Relations in the Health Care Industry 571 (12) Laurel Traynowicz Hetherington Daradirek Ekachai Michael G. Parkinson SECTION 4: Public Relations in Cyberspace The Frontier of New Communication Technologies 579 (4) Robert L. Heath Cyberspin: The Use of New Technologies in Public Relations 583 (8) Edward J. Lordan On-Line Research Techniques for the Public Relations Practitioner 591 (12) Susanne Elizabeth Gaddis Public Relations and New Media Technology: The Impact of the Internet 603 (12) Jeffrey K. Springston The Development of a Structuration Analysis of New Publics in an Electronic Environment 615 (14) Zoraida R. Cozier Diane F. Witmer SECTION 5: Globalizing Public Relations Globalization---The Frontier of Multinationalism and Cultural Diversity 625 (4) Robert L. Heath International Public Relations: Opportunities and Challenges for the 21st Century 629 (10) Maureen Taylor Effective Public Relations in the Multinational Organization 639 (10) Robert I. Wakefield International Public Relations: A Focus on Pedagogy 649 (10) Doug Newsom Judy VanSlyke Turk Dean Kruckeberg New Zealand Perspectives on Public Relations 659 (6) Judy Motion Shirley Leitch The Development of Public Relations in China, Russia, and the United States 665 (10) Mark McElreath Ni Chen Lyudmila Azarova Valeria Shadrova The Changing Shape of Public Relations in the European Union 675 (10) David Miller Philip Schlesinger Middle East Public Relations: A New Frontier in the United States 685 (6) Rise Jane Samra References 691 (80) Index 771 (20) About the Contributors 791

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Made available by Baker & Taylor, Copyright 2006.