Public Relations Principles: Strategies for Professional Success
Author(s): Shawn Wahl, Michelle Maresh-Fuehrer
Edition: 1
Copyright: 2016
Every successful business utilizes good public relations with the media to maintain a positive public opinion.
Designed as a core textbook for introductory public relations courses, Public Relations Principles: Strategies for Professional Success provides students with a solid foundation in public relations in a variety of contexts.
With possible uses in various industries such as health care, education, human resources, and marketing, the public relations practices covered in Public Relations Principles: Strategies for Professional Success are designed to address the needs of today’s students and encourage them to conduct a personal inventory on their public relations skills.
Available in print and eBook versions, Public Relations Principles: Strategies for Professional Success:
- Covers all relevant concepts and theories in the field while engaging today’s students by developing communication skills through application.
- Enhances critical thinking skills and improves student’s communication choices and strategies given in the public relations context
- Discusses the greatest challenges students will face in the modern world of public relations while also providing communication strategies to overcome each challenge
CHAPTER 1: UNDERSTANDING PUBLIC RELATIONS: A BRIEF HISTORY
Chapter Outline
Chapter Objectives
Definition of Public Relations
The History of Public Relations
Public Relations as a Process
Types of Public Relations
Employee Relations
Consumer Relations
Investor Relations
Community Relations
Media Relations
Public Affairs
Crisis Communication
Public Relations as a Career
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 2: ETHICS AND PUBLIC RELATIONS
Chapter Outline
Chapter Objectives
Defining Ethics
The Importance of Ethics in Public Relations
Ethical Considerations
The Ethics of Electronic Communication
Ethical Responsibility
Adapting to the Audience
Ethical Responsibility Strategies
Some Ethical Perspectives
Religious Perspective
Human Nature Perspective
Dialogical Perspective
Situational Perspective
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 3: PUBLIC RELATIONS THEORY
Chapter Outline
Chapter Objectives
Excellence Theory
News Framing Theory
Technology-Image Expectancy Gap
Corporate Apologia
Situational Crisis Communication Theory
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 4: PUBLIC RELATIONS RESEARCH
Chapter Outline
Chapter Objectives
Learning Research Methods to Consume Research
Learning Research Methods to Produce Research
Reasons for Learning Research Methods
Qualitative vs. Quantitative Questions and Approaches to Research
Qualitative Methods
Different Ways of Collecting Data
Qualitative Data Analysis
Concerns with Qualitative Research
Quantitative Methods
Different Ways of Collecting Data
Examples of Likert Scale Answer Sets
Examples of Semantic Differential Questions
Quantitative Data Analysis
Concerns with Quantitative Research
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 5: PLANNING AND STRATEGIC COMMUNICATION
Chapter Outline
Chapter Objectives
The Four-Stage Planning Process
Campaign Planning
Planning
Implementation
Evaluation
Crisis Planning
Pre-Crisis
The Crisis Event
Post-Crisis
Event Planning
Initial Steps
Speaker Considerations
Tips for Hosting Impromptu Meetings
Tips for Hosting Media Events
Post-Event Pleasantries and Evaluation
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 6: PUBLIC RELATIONS WRITING AND SOCIAL MEDIA
Chapter Outline
Chapter Objectives
News Releases
Standard News Releases
Broadcast News Releases
Social Media News Releases (SMNRS)
Media Information Documents
Backgrounders
Fact Sheets
Pitch Letters
Media Advisories
Media Kits
Electronic Press Kits (EPKs)
Writing for Television and Radio
Video News Releases (VNRs)
Public Service Announcements (PSAs)
Writing for the Internet
Online Newsrooms
Blogs
Writing for Social Media
Social Media Strategies
Measuring Social Media Engagement
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 7: CONFLICT MANAGEMENT
Chapter Outline
Chapter Objectives
Conflict Management
Advocacy and Accommodation
Defining Conflict
Conflict versus Crisis
Expressed Struggle
Interdependence
Perception
Incompatible Goals
TRIP Model of Goals
Scarce Resources
Interference
Contexts for Conflict in PR
Interpersonal Conflict
Intergroup Conflict
Interorganizational Conflict
Conflict Resolution Strategies
Styles vs. Tactics
Conflict Styles
Conflict Strategies in Public Relations
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 8: IMAGE REPAIR THEORY
Chapter Outline
Chapter Objectives
Image Repair Theory
Foundations and Assumptions of Image Repair Theory
Communication Is a Goal-Directed Activity
Image Repair Strategies
Denial
Evading Responsibility
Reducing Offensiveness
Strategy Combinations
Media Contexts for Image Repair
Statements
Press Conferences
Television Interviews
Internet and Social Media
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 9: PUBLIC RELATIONS AND CULTURAL DIVERSITY
Chapter Outline
Chapter Objectives
Fostering Culture and Diversity as a Public Relations Professional
Diversity Initiatives in Professional Contexts 20
Diversity and Customer Relations
Fostering Cultural Competence in the Workplace
Interviewing Through the Cultural Lines
Discrimination in Professional Contexts
Power in the Workplace
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 10: PUBLIC RELATIONS AND THE LAW
Chapter Outline
Chapter Objectives
Free Speech Law
First Amendment
Commercial Speech
Corporate Speech
Defamation
Libel and Slander
Defenses to Defamation Charges
Invasion of Privacy
Intrusion
Misappropriation and False Light
Types of Permission
Relevant Government Agencies
Federal Trade Commission
Food and Drug Administration
Securities and Exchange Commission
National Labor Relations Board
Additional Business Regulations
Copyright Law
Trademark Law
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 11: PUBLIC RELATIONS IN GOVERNMENT
Chapter Outline
Chapter Objectives
The Role of Public Relations in Government
Distinguishing Characteristics of Government PR
Theoretical Approaches to Government and Political PR
Sources of Government and Political PR
Identifying the “Publics”
Political Public Relations and the Public Agenda
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 12: CORPORATIONS
Chapter Outline
Chapter Objectives
The Importance of Public Relations in Corporations
Corporations Defined
Functions of Corporate Public Relations
Executive Communications
Challenges in Corporate Public Relations
Crisis Management
Corporate Reputation
Strategies in Corporate Public Relations
Corporate Social Responsibility
Customer Relations
Being in the Know
Acting with Ethics and Professionalism
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 13: NONPROFIT ORGANIZATIONS
Chapter Outline
Chapter Objectives
The Nonprofit Sector
Nonprofit Organizations Defined
Functions of Nonprofit Public Relations
Challenges in Nonprofit Organizations
Competition for Resources
Managing Multiple Bottom Lines
Strategies in Nonprofit Organizations
Fundraising
Maintaining Mission Focus
Developing Board Relations
Developing Volunteer Relations
Partnering and Collaborating
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
CHAPTER 14: PUBLIC RELATIONS IN HEALTH CARE
Chapter Outline
Chapter Objectives
The Role of Public Relations in Public Health
Public Health Challenges
Principles of Public Relations Applied to Public Health
Relationships with the Media
Effective Public Health Messaging Strategies
Planning and Implementing the Public Health Message
Social Media Strategies
Public Health Threats and Crisis Communication
Public Health Crises
Communicating with the Public and with Stakeholders
Careers in Health Care Public Relations
Hospitals and Medical Facilities
Pharmaceutical and Medical Supply Companies
Government Agencies and Offices
Strategies for Professional Success
Executive Summary
Key Terms
Discussion Questions
REFERENCES
GLOSSARY
INDEX
Shawn Wahl
Dr. Shawn Wahl is the Dean of the College of Arts and Letters (COAL) and Professor of Communication at Missouri State University (MSU). He served as the Interim Dean of COAL from 2017 to 2019 and as the Department Head of Communication at MSU from 2012 to 2017. Prior to MSU, he served as the Department Head of Communication, Mass Media, & Theatre at Angelo State University and as the director of graduate studies at Texas A&M University, Corpus Christi. Shawn was the 2016 President of the Central States Communication Association. He has authored numerous books including Public Speaking: Essentials for Excellence, Nonverbal Communication for a Lifetime, The Communication Age: Connecting and Engaging, Business and Professional Communication: KEYS for Workplace Excellence, Persuasion in Your Life, Intercultural Communication In Your Life and Public Relations Principles: Strategies for Professional Success. Shawn has published articles in Communication Education, Communication Research Reports, Communication Studies, CommunicationTeacher, Journal of Family Communication, and the Basic Communication Course Annual. In addition, Shawn has worked across the globe as a corporate trainer, communication consultant, and leadership coach in a variety of industries.
Michelle Maresh-Fuehrer
Michelle M. Maresh-Fuehrer, Ph.D., Associate Professor of Communication at Texas A&M University-Corpus Christi, has authored a variety of publications in the areas of crisis communication and public relations including a book, titled Creating Organizational Crisis Plans, book chapters in Persuasion in Your Life and The Handbook of Crisis Communication, and articles in national communication journals including Communication Teacher, Communication Education, and the American Communication Journal. She is Vice President of Public Relations of the Texas A&M University-Corpus Christi chapter of Phi Kappa Phi, Chair of Rotary International District 5930’s Public Relations (Image) Committee and Crisis Management Sub-Committee, and a member of Texas A&M University-Corpus Christi’s Campus Emergency Response Team. She is certified in Community Emergency Response by FEMA/U.S. Department of Homeland Security, and enjoys working as a public relations/crisis communication consultant for a variety of organizations.
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