In a time when society is holding individuals and organizations to high standards of conduct, Public Relations: A Values-Driven Approach teaches students how to build ethical, productive relationships with strategic constituencies. Now with an engaging full-color design yet retaining its popular, attractive price for students, the fifth edition provides a valuable introduction to the contemporary dynamics of the field.
Grounded in public relations theory and traditions, Public Relations: A Values-Driven Approach provides an introduction to the honorable profession of public relations as it relates to a broader social context. Each chapter helps students understand how public relations activities reflect and affect an organization's core values.
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- MyCommunicationLab for Public Relations: This state-of-the-art interactive and instructive solution for introductory public relations courses is designed to be used as a supplement to a traditional lecture course, or to completely administer an online course. The site gives instructors and students access to a wealth of resources all geared to meet the individual teaching and learning needs of every instructor and every student. Combining an E-book, a portfolio builder, multimedia, video clips, activities, research support, practice tests, and exams, MyCommunicationLab for Public Relations engages students and prepares them to enter the world of public relations. Access code required. Visit www.mycommunicationlab.com or contact your Pearson Arts & Sciences representative for additional information.
- The authors emphasize values and ethics in public relations to raise students' consciousness of contemporary issues in the field.
- Each chapter includes “Thumbs Up” and “Thumbs Down” case studies in each chapter to illustrate key concepts and provide real-world examples of successful public relations as well as public relations gone awry.
- “QuickCheck” and “QuickBreak” boxes throughout the text offer review questions and expanding on important topics.
- Updated features including “Values Statements” from successful and respected organizations, “Memos from the Field” featuring unfiltered advice from award-winning public relations practitioners, and “Social Media Apps” that document how blogs and other new media are changing the profession prepare students for the reality of public relations practice today.
- An expanded focus on critical-thinking systems within public relations, includes updates to developing specific processes for multimedia message development, organizational schemes, writing and editing, presenting, crisis communications, cross-cultural communication, and ethical decision-making.
- Full chapters on new communication technologies, integrated marketing, crisis communications, and cross-cultural communication, provide students with a cutting-edge look at public relations practices.
- Expansive coverage of theoretical foundations, including resource dependency theory, Monroe's Motivated Sequence, framing theory, coorientation theory, and research on measuring the success of relationships give students the conceptual grounding needed to work through any public relations situation.
New to This Edition
- An exciting full-color design engages students and enhances the overall learning experience for visual learners.
- Social Media Apps, a NEW feature in every chapter, assess the impact of social media on the chapter topic.
- Analyses of new-media tactics, including consumer generated media, social media news releases, microblogging, social bookmarking, digital newsrooms, and mobile marketing prepare students for modern industry practices.
- Information on the Contingency Theory of Accommodation, the reflective paradigm, agenda building, due diligence, and heuristic versus theoretical approaches strengthens the book’s strong theoretical underpinnings.
- A chapter on Multimedia Message Development encourages students to focus on the application of critical thinking and creative thinking to multimedia messages.
- A vigorously updated feature program with 17 NEW Case Studies, 10 NEW QuickBreaks, and 6 NEW Memos from the Field keep the material fresh, relevant, and accessible.
- Latest reports on the status and future of the profession, including new data on salary, diversity, job duties, job satisfaction, use of social media, ethics challenges, set accurate expectations of working in public relations today.
- Analysis of the public relations implications of recent events, including the Great Recession, Wall Street scandals, global warming, health care, campaign financing, product recalls, changes in societal demographics, and the growth of social media offer students a broader context for understanding how the field continues to evolve.
- iPad version available. Public Relations: A Values Driven Approach 5e eText with MyCommunicationLab will be available in an iPad version for student use.
- Priced to give students value for their textbook dollar.
Table of Contents
Each chapter includes QUICKBREAKS, Social Media Apps, a Values Statement, Case Studies, Summary, and Discussion Questions.
About the Authors
CHAPTER 1: What Is Public Relations?
Public Relations: Everywhere You Look
Marrying Theory and Practice
The Public Relations Process
The Role of Values in Public Relations
Values-Driven Public Relations
Memo from the Field: Gary McCormick, HGTV
CHAPTER 2: Jobs in Public Relations
Jobs in Public Relations: An Overview
Public Relations Activities and Duties
Where the Jobs Are
The Best Part of Public Relations Jobs
Memo from the Field: John Echeveste, Valencia Perez & Echeveste Public Relations
CHAPTER 3: A Brief History of Public Relations
Why History Is Important to You
Premodern Public Relations
The Seedbed Years
War and Propaganda
The Postwar Boom
The Information Age
The New Millennium
Memo from the Field: Edward M. Block
CHAPTER 4: The Publics in Public Relations
What Is a Public?
The Publics in Public Relations
What Do We Need to Know about Each Public?
The Traditional Publics in Public Relations
Memo from the Field: David A. Narsavage, The Friday Group
CHAPTER 5: Communication Theory and Public Opinion
The Power of Public Opinion
A Communication Model
Mass Communication Theories
Persuasion and Public Opinion
Memo from the Field: Jane Hazel, Health Canada
CHAPTER 6: Ethics and Social Responsibility in Public Relations
What Are Ethics?
Objectivity versus Advocacy: A Misleading Ethics Debate
Challenges to Ethical Behavior
The Rewards of Ethical Behavior
Trust and Corporate Social Responsibility
Beyond CSR: Strengthening Ethical Behavior
Memo from the Field: Mike Swenson, Barkley
CHAPTER 7: Research and Evaluation
The Value of Research and Evaluation
Developing a Research Strategy: What Do I Want to Know?
Developing a Research Strategy: How Will I Gather Information?
Analyzing Survey Results
Memo from the Field: Dr. David B. Rockland, Ketchum
CHAPTER 8: Planning: The Strategies of Public Relations
The Basics of Values-Driven Planning
Different Kinds of Public Relations Plans
Why Do We Plan?
How Do We Plan?
Expanding a Plan into a Proposal
Qualities of a Good Plan
Memo from the Field: Timothy S. Brown, Alstom
CHAPTER 9: Communication: The Tactics of Public Relations
Tactics, Fun, and Values
Tactics as Messages and Channels
Tactics and Traditional Publics
Accomplishing the Tactics
Memo from the Field: Joshua Dysarts, Draftfcb
CHAPTER 10: Multimedia Message Development
The IDEA Idea
Idea Generation: The “I” of IDEA
Arrangement: The “A” of IDEA
Expression: The “E” of IDEA
Delivery: The “D” of IDEA
The Volunteer Clearinghouse News Releases
Memo from the Field: Regina Lynch-Hudson, The Write Publicist
CHAPTER 11: Cyber-Relations in the Digital Age
It’s All About You
The Digital Revolution
Why New Isn’t Always Better
Memo from the Field: Craig Settles, Successful.com
CHAPTER 12: Crisis Communications
The Storm Before the Storm
The Anatomy of a Crisis
Crisis Communications Planning
Crisis Planning Ethics
Memo from the Field: Melanie Magara, Northern Illinois University
CHAPTER 13: Public Relations and Marketing
Public Relations and Marketing
The Impact of Consumer-Focused Marketing on Public Relations
A Closer Look at Marketing
A Closer Look at IMC
How IMC Works
Challenges to Consumer-Focused Marketing
Memo from the Field: Vin Cipolla, National Park Foundation
CHAPTER 14: Cross-Cultural Communication
Cultures: Realities and Definitions
Cross-Cultural Communication: Definitions and Dangers
Achieving Successful Cross-Cultural Public Relations: A Process
Memo from the Field: Bill Imada, IW Group
CHAPTER 15: Public Relations and the Law
The Statue of Responsibility
Public Relations and the First Amendment
Federal Agencies That Regulate Speech
Litigation Public Relations
Memo from the Field: James F. Haggerty, The PR Consulting Group, Inc.
CHAPTER 16: Your Future in Public Relations
Social Forces and Public Relations
Where Public Relations Is Headed
Your Future in Public Relations
Memo from the Field: Kevin J. Saghy, National President, PRSSA
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