THINK Public Relations, 2nd edition

2) Full Table of Contents

• Chapter 1: What is Public Relations?
  • Challenge of Public Relations
  • Global Scope
  • A Variety of Definitions
  • PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of “Junk” Food
  • Public Relations as a Process
  • The Components of Public Relations
  • Social Media in Action: Beware of Bamboozling Blogger
  • How Public Relations Differs from Journalism
  • How Public Relations Differs from Advertising
  • How Public Relations Differs from Marketing
  • Toward an Integrated Perspective: Strategic Communication
  • Summary
  • Questions for Review and Discussion
  • Tactics
• Chapter 2: Careers in Public Relations
  • A Changing Focus in Public Relations
  • Personal Qualifications and Attitudes
  • PR Casebook: My Summer as a New York Fashion Intern
  • Organizational Roles
  • Social Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers
  • The Value of Internships
  • Salaries in Public Relations
  • The Value of Public Relations
  • Summary
  • Questions for Review and Discussion
• Chapter 3: The Growth of a Profession
  • A Brief History of Public Relations
  • PR Casebook: Lee advises Rockefeller and the Coal Industry
  • Trends in Today's Practice of Public Relations
  • Social Media in Action: Diversity Shows Up in Social Media Use
  • A Growing Professional Practice
  • Professionalism, Licensing, and Accreditation
  • Summary
  • Questions for Review and Discussion
  • Tactics
• Chapter 4: Today's Practice: Departments and Firms
  • Public Relations Departments
  • The Trend Toward Outsourcing
  • Public Relations Firms
  • Social Media in Action Firms Tweet to Self-Promote
  • PR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championship
  • Summary
  • Questions for Review and Discussion
• Chapter 5: Research and Campaign Planning
  • The Four Essential Steps of Effective Public Relations
  • Research: The First Step
  • Social Media in Action: Measuring Social Media
  • Research Methods
  • Planning: The Second Step
  • PR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer Research
  • Summary
  • Questions for Review and Discussion
  • Tactics
• Chapter 6: Communication and Measurement
  • Communication: The Third Step
  • Social Media in Action: Facebook Friends = Brain Power?
  • Measurement: The Fourth Step
  • Measurement of Message Exposure
  • Measurement of Audience Awareness, Attitudes and Action
  • PR Casebook: “Don’t be That Guy” Campaign Fights Binge Drinking
  • Summary
  • Questions for Review and Discussion
• Chapter 7: Public Opinion and Persuasion
  • What Is Public Opinion?
  • Opinion Leaders as Catalysts
  • The Role of Mass Media
  • The Role of Conflict
  • PR Casebook: Handguns in America
  • Persuasion in Public Opinion
  • Social Media in Action: Persuading Citizens to Join the U.S. Army
  • Factors in Persuasive Communication
  • The Limits of Persuasion
  • Summary
  • Questions for Review and Discussion
  • Tactics
• Chapter 8: Managing Competition and Conflict
  • A New Way of Thinking: Conflict and Competition
  • The Role of Public Relations in Managing Conflict
  • It Depends: Factors That Affect Conflict Management
  • PR Casebook: Free Silva
  • The Conflict Management Life Cycle
  • Managing the Life Cycle of a Conflict
  • Social Media in Action: Social Media and the BP Oil Spill Crisis
  • Summary
  • Questions for Review and Discussion
• Chapter 9: Ethics and the Law
  • What Is Ethics?
  • Professional Guidelines
  • Dealing with the News Media
  • Public Relations and the Law
  • PR Casebook: Facebook Campaign Raises an Ethical Ruckus
  • Employee Communications
  • Social Media in Action: Challenges Arise in Social Media Regulation
  • Copyright Law
  • Fair Use Versus Infringement
  • Trademark Law
  • Regulations by Government Agencies
  • Liability for Sponsored Events
  • Working with Lawyers
  • Summary
  • Questions for Review and Discussion
  • Tactics
• Chapter 10: Reaching Diverse Audiences
  • The Nature of the Public Relations Audience
  • Age Group Audiences
  • PR Casebook: Reaching Emerging Youth and Male Audiences
  • Gender/Lifestyle Audiences
  • Social Media in Action: A Comfortable Discussion or Too Much Information?
  • Ethnically Diverse Audiences
  • Global Audiences
  • Matching the Audience with the Media
  • Summary
  • Questions for Review and Discussion
• Chapter 11: The Mass Media
  • News Releases
  • Media Advisories, Fact Sheets, Media Kits, and Pitch Letters
  • PR Casebook: Saving the Arctic with Iconic Brand Mascots
  • Interviews with Journalists and News Conferences
  • The Media Party and the Media Tour
  • The Reach of Radio and Television
  • Social Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSA
  • Summary
  • Questions for Review and Discussion
• Chapter 12: The Internet and Social Media
  • The Internet
  • Leveraging the Power of the Internet
  • Webcasts, Podcasts, and Wikis
  • Social Media
  • PR Casebook: American Airlines Soars and Penn State Crashes
  • The Rising Tide of Mobile-Enabled Content
  • Social Media in Action: On Campus and In the Kitchen
  • Summary
  • Questions for Review and Discussion
  • Tactics
• Chapter 13: Events and Promotions
  • A World Filled with Meetings and Events
  • Group Meetings
  • Banquets
  • PR Casebook: Cars and Comedy Benefit Boys and Girls Clubs
  • Receptions and Cocktail Parties
  • Open Houses and Plant Tours
  • Conventions
  • Trade Shows
  • Social Media in Action: Are You A Mayor?
  • Promotional Events
  • Summary
  • Questions for Review and Discussion
• Chapter 14: Global Public Relations
  • What Is Global Public Relations?
  • Public Relations Development in Other Nations
  • International Corporate Public Relations
  • Social Media in Action: Making the Most of Social Networks Around the World
  • Representing U.S. Corporations in Other Nations
  • PR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for Coke
  • Public Diplomacy
  • The Rise of NGOs
  • Opportunities in International Work
  • Summary
  • Questions for Review and Discussion
  • Tactics
• Chapter 15: Corporate Public Relations
  • Managing Corporate Reputations
  • Media Relations
  • Customer Relations
  • Social Media in Action: LinkedIn as a Public Relations Tactic?
  • Employee Relations
  • Investor Relations
  • Marketing Communications
  • PR Casebook: Macy's Strives to Activate Millennials
  • Environmental Relations
  • Corporate Philanthropy
  • Summary
  • Questions for Review and Discussion
• Chapter 16: Entertainment, Sports, and Tourism
  • Public Relations in Entertainment, Sports, and Tourism
  • Promoting a Personality
  • Social Media in Action: Celebrities Thrive or Crash in 140 Characters
  • Promoting an Entertainment Event
  • Sports Publicity
  • PR Casebook: Racing Sausages Win Fans’ Hearts
  • Travel Promotion
  • Summary
  • Questions for Review and Discussion
  • Tactics
• Chapter 17: Government and Politics
  • Government Public Relations
  • Public Information and Public Affairs
  • The Federal Government
  • State Governments
  • Local Governments
  • Government Relations by Corporations
  • PR Casebook: A Short History of Government Efforts to Promote Nutrition
  • Lobbying
  • Election Campaigns
  • Social Media in Action: Seeing the Light: Social Media in Politics
  • Summary
  • Questions for Review and Discussion
• Chapter 18: Nonprofit, Health, and Education
  • The Role of Public Relations in Nonprofit, Health, and Education Organizations
  • Fund-Raising
  • Membership Organizations
  • Advocacy Groups
  • PR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackey's Position on Healthcare
  • Social Service Organizations
  • Health Organizations
  • Educational Organizations
  • Summary
  • Questions for Review and Discussion
  • Tactics