Cover -- Title -- Copyright -- Brief Contents -- Contents -- Preface -- New to This Fifth Edition -- Note to Students -- Note to Public Relations Practitioners -- Note to Instructors -- Who Uses This Book? -- Acknowledgments -- Personal Dedication -- An Invitation -- About the Author -- Cases and Examples -- Introduction -- Organizational Process -- Benefits of Public Relations -- Strategic Communication -- Integrated Communication -- Advertising -- Public Relations in the Public Interest -- Strategic Public Relations -- Phase 1: Formative Research -- Phase 2: Strategy -- Phase 3: Tactics -- Phase 4: Evaluative Research -- Effective Creativity -- Phase One FORMATIVE RESEARCH -- STEP 1 Analyzing the Situation -- Public Relations Situation -- Learning from Research -- Obstacles into Opportunities -- Finding Consensus -- Issues Management -- Background of Issues Management -- Risk Management -- Crisis Management -- Unpredicted, but Not Unpredictable -- Public Relations and Ethics -- Ethical Shortcomings -- What’s Next? -- Planning Example 1: Analyzing the Situation -- Checklist 1: Public Relations Situation -- STEP 2 Analyzing the Organization -- Internal Environment -- Public Perception -- Promoting Perception -- External Environment -- What’s Next? -- Planning Example 2: Analyzing the Organization -- Checklist 2A: Internal Environment -- Checklist 2B: Public Perception -- Checklist 2C: External Environment -- STEP 3 Analyzing the Publics -- Public -- Public, Market, Audience, Stakeholder -- Interrelationships -- Characteristics of Publics -- Categories of Publics -- Alternative Typologies -- Intercessory Public -- Opinion Leader -- Key Public -- Planning Example 3A: Identifying Publics -- Checklist 3A: Publics -- Analyzing Key Publics -- Stage of Development -- Key Characteristics -- Stereotype -- Cultural Context -- Face Saving -- Rethinking Your Publics -- Benefit Statement -- What’s Next? -- Planning Example 3B: Analyzing Key Publics -- Checklist 3B: Key Publics -- Phase Two STRATEGY -- STEP 4 Establishing Goals and Objectives -- Positioning -- Positioning Ethics -- Goal -- Objective -- Elements of Objectives -- Hierarchy of Objectives -- Developing Objectives -- Writing Objectives -- What’s Next? -- Planning Example 4: Establishing Goals and Objectives -- Checklist 4: Goals and Objectives -- STEP 5 Formulating Action and Response Strategies -- Proactive Strategy 1: Action -- Organizational Performance -- Audience Engagement -- Special Event -- Alliance and Coalition -- Sponsorship -- Strategic Philanthropy -- Corporate Social Responsibility -- Volunteerism -- Activism -- Proactive Strategy 2: Communication -- Publicity -- Newsworthy Information -- Generating News -- News Peg -- Transparent Communication -- Media Theory and Public Relations -- Theory and News Media -- Theory for Strategic Communication -- Reactive Public Relations Strategies -- Reactive Strategy 1: Pre-emptive Action -- Prebuttal -- Reactive Strategy 2: Offensive Response -- At.
tack -- Embarrassment -- Shock -- Threat -- Standing Firm -- Reactive Strategy 3: Defensive Response -- Denial -- Excuse -- Justification -- Reversal -- Reactive Strategy 4: Diversionary Response -- Concession -- Ingratiation -- Disassociation -- Relabeling -- Reactive Strategy 5: Vocal Commiseration -- Concern -- Condolence -- Regret -- Apology -- Reactive Strategy 6: Rectifying Behavior -- Investigation -- Corrective Action -- Restitution -- Repentance -- Reactive Strategy 7: Deliberate Inaction -- Strategic Silence -- Strategic Ambiguity -- Strategic Inaction -- Weighing Options -- What’s Next? -- Planning Example 5: Formulating Action and Response Strategies -- Checklist 5: Action and Response Strategies -- STEP 6 Developing the Message Strategy -- Communication Process -- Information: Flow of Communication -- Persuasion: Attempt to Influence -- Dialogue: Quest for Understanding -- Rhetorical Tradition of Persuasive Communication -- Ethos: Message Source -- Credibility: Power to Inspire -- Charisma: Power of Personal Charm -- Control: Power of Command -- Organizational Spokespeople -- Celebrity Spokesperson -- Company Spokesperson -- Spokespeople and Ethics -- Planning Example 6A: Selecting Message Sources -- Checklist 6A: Message Sources -- Logos: Appeal to Reason -- Verbal Evidence -- Visual Supporting Evidence -- Errors of Logic -- Statistics -- Pathos: Appeal to Sentiment -- Positive Emotional Appeal -- Negative Emotional Appeal -- Planning Example 6B: Determining Message Appeal -- Checklist 6B: Message Appeal -- Verbal Communication -- Message Structure -- Message Content -- Nonverbal Communication -- Kinesics -- Occulesics -- Proxemics -- Haptics -- Vocalics -- Chronemics -- Visual and Aural Communication -- Symbol -- Logo -- Physical Artifact -- Clothing -- People -- Mascot -- Color -- Music -- Language -- Planning Example 6C: Verbal and Nonverbal Communication -- Checklist 6C: Verbal and Nonverbal Communication -- Branding the Strategic Message -- Language of Branding -- Lessons about Branding -- What’s Next? -- Phase Three TACTICS -- STEP 7 Selecting Communication Tactics -- Conventional Communication Tactics -- Strategic Communication Tactics -- Interpersonal Communication Tactics -- Strategy for Interpersonal Communication -- Personal Involvement -- Information Exchange -- Special Events -- Planning Special Events -- Planning Example 7A: Selecting Interpersonal Communication Tactics -- Checklist 7A: Interpersonal Communication Tactics -- Owned Media: Organizational and Social Media Tactics -- Strategy for Owned Media -- Publications -- Direct Mail -- Electronic Media -- Digital Media -- Social Media -- Planning Example 7B: Selecting Organizational and Social Media Tactics -- Checklist 7B: Organizational and Social Media Tactics -- Earned Media: News Media Tactics -- Strategy for Earned Media -- Media Use and Credibility -- Newspaper -- Magazine -- News Blog -- Radio -- Television -- Public Relations and Earned Media -- Media Inform.
ation Needs -- Direct News Subsidy -- Indirect News Subsidy -- Opinion Subsidy -- Interactive Media Engagement -- Planning Example 7C: Selecting News Media Tactics -- Checklist 7C: News Media Tactics -- Paid Media: Advertising and Promotional Tactics -- Strategy for Paid Media -- Print Advertising -- Electronic Media Advertising -- Out-of-Home Advertising -- Promotional Items -- What’s Next? -- Example 7D: Selecting Advertising and Promotional Tactics -- Checklist 7D: Advertising and Promotional Tactics -- STEP 8 Implementing the Strategic Plan -- Packaging Communication Tactics -- Thinking Creatively -- Putting the Program Together -- Planning Example 8A: Packaging Communication Tactics -- Checklist 8A: Packaging Communication Tactics -- Campaign Plan Book -- Campaign Schedule -- Frequency of Tactics -- Timeline of Tasks -- Campaign Budget -- Budget Items -- Approaches to Budgeting -- Basic Fixed Budget -- Variable Budget -- Full-Cost Budgeting -- Optimal Success -- What’s Next? -- Planning Example 8B: Implementing the Strategic Plan -- Checklist 8B: Implementing the Strategic Plan -- Phase Four EVALUATIVE RESEARCH -- STEP 9 Evaluating the Strategic Plan -- What to Evaluate -- Design Questions -- Evaluation Criteria -- When to Evaluate -- Approaches to Research Design -- Factors in Evaluation Design -- How to Evaluate -- Judgmental Assessment -- Communication Outputs -- Evaluating Awareness Objectives -- Evaluating Acceptance Objectives -- Evaluating Action Objectives -- Data Analysis -- Ultimate Evaluation: Value-Added Public Relations -- Public Relations Metrics -- Barcelona Declaration -- What’s Next? -- Planning Example 9: Evaluating the Strategic Plan -- Checklist 9: Evaluation Plan -- APPENDIXES -- APPENDIX A Applied Research -- Research Topics -- Do-It-Yourself Research -- Research Ethics -- Ethical Treatment of People -- Sampling -- Nonprobability Sampling Techniques -- Probability Sampling Techniques -- Sampling Error and Size -- Secondary Research -- Secondary Information Sources -- Interview -- Interview Questions -- Listening Skill -- APPENDIX B Applied Research: Focus Group -- Focus Group Process -- Conducting a Focus Group -- APPENDIX C Applied Research: Survey -- Survey Administration -- Response Rate -- Conducting a Survey -- Questionnaire -- General Tips for Questionnaire -- Writing Impartially -- Information Items -- Opinion Items -- Action Items -- Demographic Items -- Types of Responses -- Multiple Choice -- Checklist -- Forced Choice -- Rating Scale -- APPENDIX D Applied Research: Content Analysis -- Using Content Analysis -- Using with Other Methodologies -- Pros and Cons of Content Analysis -- Conducting a Content Analysis -- APPENDIX E Media Engagement -- Reputation and Media Relations -- Reputation and Performance -- Reputation as a Strategic Tool -- Reputation Management -- Reputation and News Media -- Reputation as a Participant Activity -- Headlines and Bottom Lines -- Media Relations -- Media Relations . . . from the.
