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Mastering Public Relations

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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.

CommunicationSocial Sciences
Author
Anonymous
Publisher
LibreTexts
Source
LibreTexts
License
CC BY-NC-SA
Language
EN
Category
Basic Sciences
Read online Download PDF (open licence)
Contents· 61 sections
  1. 01: The Importance of Public Relations- UPS Case
  2. 1.01: A Conflict Unfolds
  3. 1.02: What Can Be Learned From the UPS Case
  4. 02: What Is Public Relations
  5. 2.01: Defining Public Relations
  6. 2.02: The Function of Public Relations
  7. 2.03: Naming the Public Relations Function
  8. 2.04: Chapter Summary
  9. 03: Models and Approaches to Public Relations
  10. 3.01: The Historical Development of Modern Public Relations
  11. 3.02: The Subfunctions of Public Relations
  12. 3.03: Chapter Summary
  13. 04: Public Relations as a Management Function
  14. 4.01: Functions of Management
  15. 4.02: Public Relations Roles
  16. 4.03: The C-Suite
  17. 4.04: Chapter Summary
  18. 05: Organizational Factors for Excellent Public Relations
  19. 5.01: Value of Public Relations
  20. 5.02: Organizational Culture
  21. 5.03: Organizational Structure
  22. 5.04: Chapter Summary
  23. 06: Public Relations and Organizational Effectiveness
  24. 6.01: Goal Attainment Approach
  25. 6.02: Systems Theory Approach
  26. 6.03: Stakeholder Management Approach
  27. 6.04: Chapter Summary
  28. 07: Identifying and Prioritizing Stakeholders and Publics
  29. 7.01: Stakeholder Management and Prioritizing Publics
  30. 7.02: The Situational Theory of Publics Predicts Active or Passive Behavior
  31. 7.03: A Contingency Approach to Public Relations Strategy
  32. 7.04: Case- Building a Corporate Headquarters in a Prestigious Neighborhood
  33. 7.05: Chapter Summary
  34. 08: Public Relations Research- The Key to Strategy
  35. 8.01: Importance of Research in Public Relations Management
  36. 8.02: Purpose and Forms of Research
  37. 8.03: Types of Research
  38. 8.04: Chapter Summary
  39. 8.05: Section 5-
  40. 8.06: Section 6-
  41. 09: The Public Relations ProcessRACE
  42. 9.01: Constructing the Strategic Plan for a Public Relations Campaign
  43. 9.02: Chapter Summary
  44. 10: The Practice of Public Relations
  45. 10.01: Corporate Public Relations
  46. 10.02: Responsibilities and Focus of the Chief Communications Officer
  47. 10.03: Agency Public Relations
  48. 10.04: Government Relations and Public Affairs
  49. 10.05: Issues Management and Public Policy
  50. 10.06: Nonprofit NGO and Activist Public Relations
  51. 10.07: Activism Case- No Place for Gaddafi to Pitch His Tent
  52. 10.08: Chapter Summary
  53. 11: Ethics Leadership and Counseling and Moral Analyses
  54. 11.01: Ethics
  55. 11.02: Conducting Moral Analyses
  56. 11.03: Case- Home Depots Leadership Crisis
  57. 11.04: Chapter Summary
  58. 12: Best Practices for Excellence in Public Relations
  59. 12.01: Effectiveness and Excellence
  60. 12.02: Best Practices Case- Entergy Responds to Hurricane Katrina
  61. 12.03: Chapter Summary