Nguồn ngoài
Mastering Public Relations
Our purpose in this text is to introduce you to the concepts of strategic public relations. Our basic assumption is that you have some general knowledge of management and business terminology; we will help you to apply that to the discipline of public relations. Our text is based in current research and scholarly knowledge of the public relations discipline as well as years of experience in professional public relations practice.
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- Anonymous
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- LibreTexts
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- LibreTexts
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- CC BY-NC-SA
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Mục lục· 61 mục
- 01: The Importance of Public Relations- UPS Case
- 1.01: A Conflict Unfolds
- 1.02: What Can Be Learned From the UPS Case
- 02: What Is Public Relations
- 2.01: Defining Public Relations
- 2.02: The Function of Public Relations
- 2.03: Naming the Public Relations Function
- 2.04: Chapter Summary
- 03: Models and Approaches to Public Relations
- 3.01: The Historical Development of Modern Public Relations
- 3.02: The Subfunctions of Public Relations
- 3.03: Chapter Summary
- 04: Public Relations as a Management Function
- 4.01: Functions of Management
- 4.02: Public Relations Roles
- 4.03: The C-Suite
- 4.04: Chapter Summary
- 05: Organizational Factors for Excellent Public Relations
- 5.01: Value of Public Relations
- 5.02: Organizational Culture
- 5.03: Organizational Structure
- 5.04: Chapter Summary
- 06: Public Relations and Organizational Effectiveness
- 6.01: Goal Attainment Approach
- 6.02: Systems Theory Approach
- 6.03: Stakeholder Management Approach
- 6.04: Chapter Summary
- 07: Identifying and Prioritizing Stakeholders and Publics
- 7.01: Stakeholder Management and Prioritizing Publics
- 7.02: The Situational Theory of Publics Predicts Active or Passive Behavior
- 7.03: A Contingency Approach to Public Relations Strategy
- 7.04: Case- Building a Corporate Headquarters in a Prestigious Neighborhood
- 7.05: Chapter Summary
- 08: Public Relations Research- The Key to Strategy
- 8.01: Importance of Research in Public Relations Management
- 8.02: Purpose and Forms of Research
- 8.03: Types of Research
- 8.04: Chapter Summary
- 8.05: Section 5-
- 8.06: Section 6-
- 09: The Public Relations ProcessRACE
- 9.01: Constructing the Strategic Plan for a Public Relations Campaign
- 9.02: Chapter Summary
- 10: The Practice of Public Relations
- 10.01: Corporate Public Relations
- 10.02: Responsibilities and Focus of the Chief Communications Officer
- 10.03: Agency Public Relations
- 10.04: Government Relations and Public Affairs
- 10.05: Issues Management and Public Policy
- 10.06: Nonprofit NGO and Activist Public Relations
- 10.07: Activism Case- No Place for Gaddafi to Pitch His Tent
- 10.08: Chapter Summary
- 11: Ethics Leadership and Counseling and Moral Analyses
- 11.01: Ethics
- 11.02: Conducting Moral Analyses
- 11.03: Case- Home Depots Leadership Crisis
- 11.04: Chapter Summary
- 12: Best Practices for Excellence in Public Relations
- 12.01: Effectiveness and Excellence
- 12.02: Best Practices Case- Entergy Responds to Hurricane Katrina
- 12.03: Chapter Summary