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Cover

Public Relations

Second Edition

Tom Kelleher

Publication Date - January 2020

ISBN: 9780190925116

464 pages
Looseleaf

Retail Price to Students: $70.99

The most contemporary introduction to public relations

Description

Engagement. Conversation. Influence. Transparency. Trust.

Public Relations, Second Edition, presents a clear, engaging and contemporary picture of public relations principles while seamlessly integrating technical and cultural shifts brought about by the rise of social media. Both its professional relevance and digital savvy make this text the new standard for introductory public relations courses.

New to this Edition

  • An enhanced interactive eBook incorporates additional student assessments (multiple-choice questions) and videos related to several of the text's extended examples and case studies
  • A Digital Study Guide at www.oup.com/us/kelleher2e includes flashcards, videos, multiple-choice assessment questions, and discussion questions and activities
  • Chapter 10, "Social Media and Mobile," more clearly highlights how practitioners can use social media to effectively listen to, engage with, and build relationships with their publics
  • Chapter 13, "Global," integrates more examples and perspectives from outside of the U.S.
  • Chapter 14, "Careers," covers personal branding as a career strategy, helping students acquire skills that will prepare them for internships and jobs in a diverse range of agencies, corporations, nonprofits and NGOs
  • Fourteen new case studies highlight public relations successes and failures, including Papa John's, Crock-Pot, IHOP, Medtronic, BarkBox, Gillette, World Bicycle Relief, Kelly Slater Wave Company, Burger King, Disney/Make-A-Wish, Tesla, Facebook, Vicks, and Mastercard
  • Five new "Voices from the Field" interviews feature current practitioners giving practical advice on the skills that students will need to be successful in the industry
  • New discussion questions and hands-on activities at the end of each chapter will inspire productive classroom discussions
  • A refreshed design and art program better supports the key examples, vivid images, and extensive social media and ethics coverage that continue to be the hallmarks of this text

Features

  • Extended case studies in every chapter show students how to apply the chapter's core concepts
  • Ethics--including coverage of the six provisions in the Public Relations Society of America Code of Ethics--are discussed in every chapter
  • "In Case You Missed It" (ICYMI) boxes at the end of each chapter summarize practical tips, including important guidelines for social media use
  • Learning outcomes are aligned with the Universal Accreditation Board's competencies to ensure that the text is professionally relevant
  • Each chapter includes a "Voices from the Field" Q&A with a scholar, practitioner or social media influencer

About the Author(s)

Tom Kelleher is Professor and Associate Dean for Graduate Studies and Research in the College of Journalism and Communications at the University of Florida. Kelleher has worked in university relations at the University of Florida; science communication at NASA in Huntsville, Alabama; and agency public relations at Ketchum in Atlanta.

Reviews

"Public Relations is intelligently written, beautifully designed, and full of useful information. Offering great case studies and a well-integrated discussion of ethics, it is a strong choice for intro classes."--S. Catherine Foster, Canisius College

"This text is perfect for undergraduate students. Its succinct chapters are packed full of relevant and timely information. The research chapters are organized based on the RPIE model and are easy to follow and understand. The examples used throughout the book are engaging and useful for students."--Jamie Ward, Eastern Michigan University

"Kelleher's book provides a fresh perspective on public relations. Its case studies are current and in an easy-to-read format, featuring visuals and sidebars that enhance the learning experience for students. The chapter summaries, discussion questions, and key terms provided at the end of each chapter can be used to engage beginning public relations students in active learning and application of key concepts."--Staci Baird, University of La Verne

"Public Relations ensures that today's student body can reference an engaging traditional medium in a world now dominated by digital distraction."--Jacqueline M. Bodet, Tulane University School of Professional Advancement

"This text is a friendly, comprehensive look at the PR profession, with substantial academic links and a point of view that is supportive to young students."--Jim Eggensperger, Iona College

Public Relations provides a solid framework for teaching an introduction to public relations course with excellent, timely examples from the field and case studies."--Brenda Wilson, Tennessee Tech University

Table of Contents

    Each chapter ends with a Summary and Discussion Questions.
    Preface
    About the Author

    SECTION I. FOUNDATIONS
    CHAPTER 1. PRINCIPLED PUBLIC RELATIONS
    Defining Public Relations
    Textbook Definitions
    CASE STUDY: "HOLD THE FIASCO, PLEASE"
    Crowdsourcing a Definition
    Principled Public Relations Management
    Tell the Truth
    Prove it with Action
    Listen to the Customer
    Manage for Tomorrow
    Conduct Public Relations as if the Whole Company Depends on It
    Remain Calm, Patient and Good-Humored
    CASE STUDY: "HOW CROCK-POT FOUGHT FIRE BY KEEPING ITS COOL"
    Realize the Company's True Character Is Expressed by Its People
    Why Ethics Matter
    Reasons for Studying Ethics
    Competing Duties
    A Guide for Ethical Decision-Making
    CASE STUDY: "TWEETING UNDER FALSE CIRCUMSTANCES"
    VOICES FROM THE FIELD: KATHY FITZPATRICK
    Codes of Ethics
    Criticisms of Codes
    Advantages of Codes
    Professional Associations
    IN CASE YOU MISSED IT (ICYMI)
    CHAPTER 2. PUBLIC RELATIONS MODELS THROUGH THE AGES
    Public Relations Models in History
    Press Agentry/Publicity
    Public Information
    CASE STUDY: A TALL ORDER: GAINING ATTENTION IN THE MARKETPLACE OF IDEAS
    CASE STUDY: EDWARD BERNAYS' "TORCHES OF FREEDOM"
    Two-Way Asymmetrical Communication
    Two-Way Symmetrical Communication
    A Broader Social History of Public Relations
    Religion
    Education
    Politics and Government
    Major Motivations for Public Relations
    Recruitment
    Legitimacy
    Agitation
    Advocacy
    Profit
    VOICES FROM THE FIELD: KAREN MILLER RUSSELL
    Ethics: Transparency, Objectivity, and Advocacy
    IN CASE YOU MISSED IT (ICYMI)
    CHAPTER 3. CONVERGENCE AND INTEGRATED COMMUNICATION
    Covergence
    Technological Convergence
    Cultural Convergence
    Economic Convergence
    Professional Convergence
    Divergence
    Advertising
    Marketing
    Integration
    Integrated Marketing Communication
    Hybrid Functions
    CASE STUDY: RED BULL'S CONTENT MARKETING STRATEGY
    How Public Relations is Different at Its Core
    Organization (Beyond Offerings)
    Publics (Beyond Audiences)
    Relationships (Beyond Sales)
    VOICES FROM THE FIELD: BILL IMADA
    Ethics: Free Flow of Information and Data Protection
    IN CASE YOU MISSED IT (ICYMI)
    CHAPTER 4. RELATIONSHIP MANAGEMENT
    Managing Relationships

    Taking Care of Relationships
    Key Outcomes of Relationships
    News-Driven Relationships
    Media Relations
    Pitching
    Commerce-Driven Relationships
    B2C
    B2B
    Employee Relations
    CASE STUDY: PUTTING MONEY WHERE THEIR MISSION IS: MEDTRONIC REBUILDS AFTER HURRICANE MARIA
    Investor Relations
    Issues-Driven Relationships
    Nonprofit Organizations
    When Publics Are Organizations and Organizations Are Publics
    VOICES FROM THE FIELD: ROB CLARK
    Ethics: Corporate Social Responsibility and Loyalty
    CASE STUDY: COCA-COLA AND CORPORATE SOCIAL RESPONSIBILITY
    IN CASE YOU MISSED IT (ICYMI)
    SECTION II. STRATEGY
    CHAPTER 5. RESEARCH
    Research in the RPIE Cycle

    Formative Research
    Summative Research
    Situation Analysis
    Situation Research
    Organization Research
    Publics Research
    CASE STUDY: APPLYING THE SITUATIONAL THEORY OF PUBLICS: NET NEUTRALITY
    Quantitative Research
    Surveys
    Experiments
    Content Analysis
    Qualitative Research
    Interviews
    Focus Groups
    Direct Observation
    Secondary and Primary Research
    Formal and Infomal Research
    Reliability and Validity
    Trade-offs in Research Design
    VOICES FROM THE FIELD: MEGAN KINDELAN
    Ethics: Doing the Greatest Good for the Greatest Number of People
    IN CASE YOU MISSED IT (ICYMI)
    CHAPTER 6. PLANNING
    A Hierachy of Outcomes
    Tuning In
    Attending
    Liking
    Comprehending
    Learning
    Agreeing
    Remembering
    Acting
    Proselytizing
    Using McGuire's Hierarchy of Effects for Planning
    Strategic Planning
    CASE STUDY: GLOBAL HANDWASHING DAY: GOALS, OBJECTIVES AND OUTCOMES
    Specific
    Measurable
    Attainable
    Relevant
    Time-bound
    Outputs, outcomes and impacts
    Timelines
    Formative Research
    Client/Management Meetings
    Action and Communication Tactics
    Production of Media and Communication Materials
    Events
    Evaluation
    Budgets
    Personnel
    Administrative Costs and Supplies
    Media and Communication Expenses
    VOICES FROM THE FIELD: NATALIE ASOREY
    Ethics: Beware of Zombies; Enhance the Profession
    Define the Specific Issue/Conflict
    Identify Internal/External Factors
    Identify Key Values
    Identify the Parties Involved
    Select Ethical Principles
    Make a Decision and Justify It
    IN CASE YOU MISSED IT (ICYMI)
    CHAPTER 7. IMPLEMENTATION
    Taking Action

    CASE STUDY: PULLED PORK: CHIPOTLE'S CHALLENGE TO ACT ON ITS PRINCIPLES
    Choosing Channels
    Controlled and Uncontrolled Media
    Owned, Paid, Shared and Earned Media

    Owned Media
    Paid Media
    Shared Media
    Earned Media
    Mixed Media
    CASE STUDY: PUPPIES AS PUBLICS? BARKBOX MARKS ITS TERRITORY ACROSS OWNED, PAID, SHARED AND EARNED MEDIA
    VOICES FROM THE FIELD: ROSANNA M. FISKE
    Ethics: Loyalty and Diversity in Communication and Action
    CASE STUDY: DOING GOOD BY DOING WELL: KIMBERLY-CLARK'S EFFORTS TO PROMOTE DIVERSITY
    IN CASE YOU MISSED IT (ICYMI)
    CHAPTER 8. EVALUATION
    Message Testing
    Focus Groups
    Readability Tests
    Experiments
    Media Monitoring Services
    Metrics, Analytics and Data
    Tracking Visitor Behavior
    Segmenting Referring Sources
    Parsing Big Data
    Barcelona Principles
    Principle 1: Goal Setting and Measurement Are Fundamental
    Principle 2: Measuring Communication Outcomes Is Recommended
    Principle 3: The Effect on Organizational Performance Should Be Measured
    Principle 4: Measurement and Evaluation Require Both Qualitative and Quantitative Methods
    CASE STUDY: GILLETTE'S "WE BELIEVE" CAMPAIGN GAUGED BY MORE THAN JUST NUMBERS
    Principle 5: Advertising Value Equivalencies Are Not the Value of Communications
    Principle 6: Social Media Should Be Measured Consistently with Other Media Channels
    Principle 7: Measurement and Evaluation Should Be Transparent, Consistent and Valid
    Measuring the Right Outcomes
    VOICES FROM THE FIELD: TINA MCCORKINDALE
    Ethics: Independence
    IN CASE YOU MISSED IT (ICYMI)
    SECTION III. TACTICS
    CHAPTER 9. WRITING
    Five Reasons to Write Well in Public Relations
    Relationships
    Influence and Persuasion
    Goals and Objectives
    Reputation Management
    Impression Management
    Storytelling
    CASE STUDY: A VIRTUOUS (BI)CYCLE: HOW THE WORLD BICYCLE RELIEF ORGANIZATION TELLS STORIES WITH PURPOSE
    Features
    CASE STUDY: THE GOAT'S SURF RANCH: HOW A FEATURE STORY HELPED BUILD A WAVE OF INTEREST IN A NEW BUSINESS VENTURE
    News
    Writing for Intermediaries
    Writing for News Media
    Writing for Social Media
    Writing for Search Engines
    Business Writing
    VOICES FROM THE FIELD: CORNELIUS FOOTE
    Ethics: Expertise and Writing for Mutual Understanding
    CASE STUDY: WORDS MATTER: A STRANGE CHOICE FOR AN AGENCY NAME
    IN CASE YOU MISSED IT (ICYMI)
    CHAPTER 10. SOCIAL MEDIA AND MOBILE
    Mobile First
    Ubiquitous
    Social
    Personal
    Local
    CASE STUDY: BURGER KING USES MOBILE APP TO TROLL COMPETITORS
    Uses and Gratifications of Media
    Social and Visual Listening
    What Is Social Listening?
    What Is Visual Listening?
    What Are the Benefits of Social and Visual Listening?
    How Do You Conduct a Social Listening Search?
    Creating Engaging Content
    Text
    Images
    Video
    Curated Content
    Building Relationships and Community
    Community Management
    Influencer and Advocate Engagement
    CASE STUDY: MILLIONS SHARE THEIR MICKEY MOUSE EARS FOR CHARITY
    VOICES FROM THE FIELD: SHANE SANTIAGO
    Ethics: Privacy and Safeguarding Confidences
    IN CASE YOU MISSED IT (ICYMI)
    SECTION IV. CONTEXTS
    Chapter 11. Legal

    International Legal Contexts
    The First Amendment

    CASE STUDY: AMAZON V. NYT: A CASE IN THE COURT OF PUBLIC OPINION
    Defamation
    Intellectual Property
    Copyright, Trademarks and Patents
    Plagiarism
    Fair Use
    Intellectual Property Issues
    Public Information and the Freedom of Information Act
    Protecting Publics

    Safety and Accuracy
    Financial Information
    CASE STUDY: TESLA CEO AND FEDERAL REGULATORS GET INTO A TIFF OVER FREE SPEECH
    Privacy
    Intrusion into Seclusion
    Appropriation of Likeness or Identity
    Public Disclosure of Private Facts
    Portrayal in a False Light
    VOICES FROM THE FIELD: CAYCE MYERS
    Ethics: Safeguarding Confidences--Who Owns Your Social Networks?
    IN CASE YOU MISSED IT (ICYMI)
    CHAPTER 12. ISSUES AND CRISES
    Managing Conflict
    CASE STUDY: IS THE CUSTOMER ALWAYS RIGHT? . . . A BIG WIN FOR LITTLE ITALY
    Managing Issues
    CASE STUDY: THE ISSUE LIFE CYCLE OF VOLKSWAGEN'S "DIESELGATE"
    Proactive Issues Management
    1. Monitoring
    2. Identification
    3. Prioritization
    4. Analysis
    5. Strategic Planning
    6. Implementation
    7. Evaluation
    Crisis Types
    Victim Crises
    Accident Crises
    Preventable Crises
    Crisis Response Strategies
    Deny Strategies
    Diminish Strategies
    Rebuild Strategies
    Reinforce Strategies
    CASE STUDY: MR. ZUCKERBERG GOES TO WASHINGTON
    Social Media and Crises
    VOICES FROM THE FIELD: BARRY FINKELSTEIN
    Ethics: Conflicts of Interest
    IN CASE YOU MISSED IT (ICYMI)
    CHAPTER 13. GLOBAL
    Public Relations and Culture
    Low-Context Versus High-Context Communication
    Cultural Dimensions
    CASE STUDY: VICK'S REDEFINES "CARE" DESPITE CULTURAL PREJUDICE
    Cultural Intelligence
    International Public Relations
    Environmental Variables
    CASE STUDY: MASTERCARD'S WORLD CUP CAMPAIGN GETS A RED CARD
    Public Diplomacy
    VOICES FROM THE FIELD: PATRICK FORD
    Ethics: Dialogic Ethics
    IN CASE YOU MISSED IT (ICYMI)
    CHAPTER 14. CAREERS
    Personal Branding
    Strategic
    Positive
    Promising
    Person-Centric
    Artifactual
    Internships and Projects
    Employers
    Agencies
    Corporations
    Nonprofits and NGOs
    Government
    Self-Employment and Small Business
    Areas of Specialization
    Health
    Sports and Entertainment
    Political and Public Affairs
    Financial and Entrepreneurial
    Consumer
    International
    Education and Continued Learning
    CASE STUDY: CEO VERSUS NEW HIRE: WHO WINS?
    VOICES FROM THE FIELD: KRISLYN HASHIMOTO
    Ethics: Competition, Loyalty and Job Changes
    IN CASE YOU MISSED IT (ICYMI)
    Appendices
    Notes
    Glossary
    Credits
    Name Index
    Subject Index