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