Description: Each chapter ends with a Summary and Discussion Questions. Preface About the Author SECTION I. FOUNDATIONS CHAPTER 1. PRINCIPLED PUBLIC RELATIONS Defining Public Relations Textbook Definitions CASE STUDY: "HOLD THE FIASCO, PLEASE" Crowdsourcing a Definition Principled Public Relations Management Tell the Truth Prove it with Action Listen to the Customer Manage for Tomorrow Conduct Public Relations as if the Whole Company Depends on It Remain Calm, Patient and Good-Humored CASE STUDY: "HOW CROCK-POT FOUGHT FIRE BY KEEPING ITS COOL" Realize the Company''s True Character Is Expressed by Its People Why Ethics Matter Reasons for Studying Ethics Competing Duties A Guide for Ethical Decision-Making CASE STUDY: "TWEETING UNDER FALSE CIRCUMSTANCES" VOICES FROM THE FIELD: KATHY FITZPATRICK Codes of Ethics Criticisms of Codes Advantages of Codes Professional Associations IN CASE YOU MISSED IT (ICYMI) CHAPTER 2. PUBLIC RELATIONS MODELS THROUGH THE AGES Public Relations Models in History Press Agentry/Publicity Public Information CASE STUDY: A TALL ORDER: GAINING ATTENTION IN THE MARKETPLACE OF IDEAS CASE STUDY: EDWARD BERNAYS'' "TORCHES OF FREEDOM" Two-Way Asymmetrical Communication Two-Way Symmetrical Communication A Broader Social History of Public Relations Religion Education Politics and Government Major Motivations for Public Relations Recruitment Legitimacy Agitation Advocacy Profit VOICES FROM THE FIELD: KAREN MILLER RUSSELL Ethics: Transparency, Objectivity, and Advocacy IN CASE YOU MISSED IT (ICYMI) CHAPTER 3. CONVERGENCE AND INTEGRATED COMMUNICATION Covergence Technological Convergence Cultural Convergence Economic Convergence Professional Convergence Divergence Advertising Marketing Integration Integrated Marketing Communication Hybrid Functions CASE STUDY: RED BULL''S CONTENT MARKETING STRATEGY How Public Relations is Different at Its Core Organization (Beyond Offerings) Publics (Beyond Audiences) Relationships (Beyond Sales) VOICES FROM THE FIELD: BILL IMADA Ethics: Free Flow of Information and Data Protection IN CASE YOU MISSED IT (ICYMI) CHAPTER 4. RELATIONSHIP MANAGEMENT Managing Relationships Taking Care of Relationships Key Outcomes of Relationships News-Driven Relationships Media Relations Pitching Commerce-Driven Relationships B2C B2B Employee Relations CASE STUDY: PUTTING MONEY WHERE THEIR MISSION IS: MEDTRONIC REBUILDS AFTER HURRICANE MARIA Investor Relations Issues-Driven Relationships Nonprofit Organizations When Publics Are Organizations and Organizations Are Publics VOICES FROM THE FIELD: ROB CLARK Ethics: Corporate Social Responsibility and Loyalty CASE STUDY: COCA-COLA AND CORPORATE SOCIAL RESPONSIBILITY IN CASE YOU MISSED IT (ICYMI) SECTION II. STRATEGY CHAPTER 5. RESEARCH Research in the RPIE Cycle Formative Research Summative Research Situation Analysis Situation Research Organization Research Publics Research CASE STUDY: APPLYING THE SITUATIONAL THEORY OF PUBLICS: NET NEUTRALITY Quantitative Research Surveys Experiments Content Analysis Qualitative Research Interviews Focus Groups Direct Observation Secondary and Primary Research Formal and Infomal Research Reliability and Validity Trade-offs in Research Design VOICES FROM THE FIELD: MEGAN KINDELAN Ethics: Doing the Greatest Good for the Greatest Number of People IN CASE YOU MISSED IT (ICYMI) CHAPTER 6. PLANNING A Hierachy of Outcomes Tuning In Attending Liking Comprehending Learning Agreeing Remembering Acting Proselytizing Using McGuire''s Hierarchy of Effects for Planning Strategic Planning CASE STUDY: GLOBAL HANDWASHING DAY: GOALS, OBJECTIVES AND OUTCOMES Specific Measurable Attainable Relevant Time-bound Outputs, outcomes and impacts Timelines Formative Research Client/Management Meetings Action and Communication Tactics Production of Media and Communication Materials Events Evaluation Budgets Personnel Administrative Costs and Supplies Media and Communication Expenses VOICES FROM THE FIELD: NATALIE ASOREY Ethics: Beware of Zombies; Enhance the Profession Define the Specific Issue/Conflict Identify Internal/External Factors Identify Key Values Identify the Parties Involved Select Ethical Principles Make a Decision and Justify It IN CASE YOU MISSED IT (ICYMI) CHAPTER 7. IMPLEMENTATION Taking Action CASE STUDY: PULLED PORK: CHIPOTLE''S CHALLENGE TO ACT ON ITS PRINCIPLES Choosing Channels Controlled and Uncontrolled Media Owned, Paid, Shared and Earned Media Owned Media Paid Media Shared Media Earned Media Mixed Media CASE STUDY: PUPPIES AS PUBLICS? BARKBOX MARKS ITS TERRITORY ACROSS OWNED, PAID, SHARED AND EARNED MEDIA VOICES FROM THE FIELD: ROSANNA M. FISKE Ethics: Loyalty and Diversity in Communication and Action CASE STUDY: DOING GOOD BY DOING WELL: KIMBERLY-CLARK''S EFFORTS TO PROMOTE DIVERSITY IN CASE YOU MISSED IT (ICYMI) CHAPTER 8. EVALUATION Message Testing Focus Groups Readability Tests Experiments Media Monitoring Services Metrics, Analytics and Data Tracking Visitor Behavior Segmenting Referring Sources Parsing Big Data Barcelona Principles Principle 1: Goal Setting and Measurement Are Fundamental Principle 2: Measuring Communication Outcomes Is Recommended Principle 3: The Effect on Organizational Performance Should Be Measured Principle 4: Measurement and Evaluation Require Both Qualitative and Quantitative Methods CASE STUDY: GILLETTE''S "WE BELIEVE" CAMPAIGN GAUGED BY MORE THAN JUST NUMBERS Principle 5: Advertising Value Equivalencies Are Not the Value of Communications Principle 6: Social Media Should Be Measured Consistently with Other Media Channels Principle 7: Measurement and Evaluation Should Be Transparent, Consistent and Valid Measuring the Right Outcomes VOICES FROM THE FIELD: TINA MCCORKINDALE Ethics: Independence IN CASE YOU MISSED IT (ICYMI) SECTION III. TACTICS CHAPTER 9. WRITING Five Reasons to Write Well in Public Relations Relationships Influence and Persuasion Goals and Objectives Reputation Management Impression Management Storytelling CASE STUDY: A VIRTUOUS (BI)CYCLE: HOW THE WORLD BICYCLE RELIEF ORGANIZATION TELLS STORIES WITH PURPOSE Features CASE STUDY: THE GOAT''S SURF RANCH: HOW A FEATURE STORY HELPED BUILD A WAVE OF INTEREST IN A NEW BUSINESS VENTURE News Writing for Intermediaries Writing for News Media Writing for Social Media Writing for Search Engines Business Writing VOICES FROM THE FIELD: CORNELIUS FOOTE Ethics: Expertise and Writing for Mutual Understanding CASE STUDY: WORDS MATTER: A STRANGE CHOICE FOR AN AGENCY NAME IN CASE YOU MISSED IT (ICYMI) CHAPTER 10. SOCIAL MEDIA AND MOBILE Mobile First Ubiquitous Social Personal Local CASE STUDY: BURGER KING USES MOBILE APP TO TROLL COMPETITORS Uses and Gratifications of Media Social and Visual Listening What Is Social Listening? What Is Visual Listening? What Are the Benefits of Social and Visual Listening? How Do You Conduct a Social Listening Search? Creating Engaging Content Text Images Video Curated Content Building Relationships and Community Community Management Influencer and Advocate Engagement CASE STUDY: MILLIONS SHARE THEIR MICKEY MOUSE EARS FOR CHARITY VOICES FROM THE FIELD: SHANE SANTIAGO Ethics: Privacy and Safeguarding Confidences IN CASE YOU MISSED IT (ICYMI) SECTION IV. CONTEXTS Chapter 11. Legal International Legal Contexts The First Amendment CASE STUDY: AMAZON V. NYT: A CASE IN THE COURT OF PUBLIC OPINION Defamation Intellectual Property Copyright, Trademarks and Patents Plagiarism Fair Use Intellectual Property Issues Public Information and the Freedom of Information Act Protecting Publics Safety and Accuracy Financial Information CASE STUDY: TESLA CEO AND FEDERAL REGULATORS GET INTO A TIFF OVER FREE SPEECH Privacy Intrusion into Seclusion Appropriation of Likeness or Identity Public Disclosure of Private Facts Portrayal in a False Light VOICES FROM THE FIELD: CAYCE MYERS Ethics: Safeguarding Confidences--Who Owns Your Social Networks? IN CASE YOU MISSED IT (ICYMI) CHAPTER 12. ISSUES AND CRISES Managing Conflict CASE STUDY: IS THE CUSTOMER ALWAYS RIGHT? . . . A BIG WIN FOR LITTLE ITALY Managing Issues CASE STUDY: THE ISSUE LIFE CYCLE OF VOLKSWAGEN''S "DIESELGATE" Proactive Issues Management 1. Monitoring 2. Identification 3. Prioritization 4. Analysis 5. Strategic Planning 6. Implementation 7. Evaluation Crisis Types Victim Crises Accident Crises Preventable Crises

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