Description: Each chapter includes Chapter Objectives, Summary, Discussion Questions, Key Terms, and Endnotes. I.FOUNDATIONS OF PUBLIC RELATIONS? 1.What Is Public Relations? Scenario: The New Job. Public Relations: Separating Fact from Fiction. QuickBreak 1.1: PRSA's View of the Profession. Theory versus Reality. QuickBreak 1.2: A Profession or a Trade? Why a Public Relations Career? Values Statement 1.1: J.C. Penney. The Public Relations Process. The Role of Values in Public Relations. Values-Driven Public Relations. Values Statement 1.2: Johnson & Johnson. QuickBreak 1.3: How Organizations Establish Their Values. Memo from the Field : Samuel L. Waltz Jr., APR, Fellow PRSA, Waltz & Associates Business and Communications Counsel. Case Study 1.1: Thumbs Up: Ashland Oil. Case Study 1.2: Thumbs Down: Exxon: A Tale of Two Oil Spills. It's Your Turn: The Question. 2.Jobs in Public Relations. Scenario: The Commute from New York. Where the Jobs Are. Values Statement 2.1: Ben & Jerry's. QuickBreak 2.1: The Values of Successful Employers. QuickBreak 2.2: Getting That First Job or Internship. Public Relations Activities and Duties. QuickBreak 2.3: Action in Alabama. Salaries in Public Relations. QuickBreak 2.4: Standards of Professional Performance. What's Important in a Job? Memo from the Field: Mike Swenson, Barkley Evergreen & Partners. Case Study 2.1: Thumbs Up: Silver Anvils and Gold Quills. Case Study 2.2: Thumbs Down: A List to Avoid. It's Your Turn: Career Day at High School. 3.A Brief History of Public Relations. Scenario: Foreign Affairs. Premodern Public Relations. Values Statement 3.1: The United States Constitution. QuickBreak 3.1: Thomas Paine: Revolutionary Practitioner? The Seedbed Years. War and Propaganda. QuickBreak 3.2: The Strange Case of the Zimmerman Telegram. QuickBreak 3.3: The Mother of Public Relations. Values Statement 3.2: The American Red Cross. The Postwar Boom. QuickBreak 3.4: Other Notables from Public Relations' Past. The Downsizing of the United States. Future History. Memo from the Field: Tim Moore, Rock and Roll Hall of Fame and Museum. Case Study 3.1: Thumbs Down: Torches of Freedom. Case Study 3.2: Thumbs Up: Corporate Giving. It's Your Turn: MegaShop Comes to Sunnyview. 4.The Publics in Public Relations. Scenario: Pop Goes Your Wednesday. Two Words: Public and Relations. The Publics in Public Relations. QuickBreak 4.1: Your Tax Dollars at Work. What Do We Need to Know about Each Public? The Traditional Publics in Public Relations. QuickBreak 4.2: Sabotage in the Workplace. Values Statement 4.1: American Society of Newspaper Editors. QuickBreak 4.3: Microsoft Learns the Hard Way. QuickBreak 4.4: The Customer Is Always Right? Memo from the Field: Gordon Lindsey, J.C. Penney. Case Study 4.1: Thumbs Down: Cloudy Days for Sunbeam. Case Study 4.2: Thumbs Up: Parrott Talks; Rand McNally Listens. It's Your Turn: The Tuition Increase. 5.Communication Theory and Public Opinion. Scenario: The Village Historical Association. The Power of Public Opinion. A Communication Model. QuickBreak 5.1: Mokusatsu.

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