A practical, easy-to-follow approach to public relations   Written for students taking advanced courses in public relations, the book takes a team project approach to learning about the field. The book introduces a three-step process—the PIE chart—that more accurately reflects the campaign development process used in the real world.  Exercises and case studies in every chapter guide students through the development of their own public relations campaigns.   This text is available in a variety of formats – print and digital. Check your favorite digital provider for your eText, including CourseSmart, Kindle, Nook, and more. To learn more about our programs, pricing options and customization, click the Choices tab.   Learning Goals Upon completing this book, readers will be able to:   Develop their own public relations campaigns Apply public relations skills to the real world Understand how to apply communication theories to public relations    

Table of Contents:
1) Brief Table of Contents 2) Full Table of Contents   1) Brief Table of Contents   Part I : Background Chapter 1: The Nature of Persuasive Campaigns   Part II: Public Relations Process Chapter 2: An Overview of the Public Relations Process   Chapter 3: Planning: Background Research   Chapter 4: Planning: Primary Research   Chapter 5: Planning: Goals and Objectives, Messages and Themes, Channels and Strategies   Chapter 6: Implementation: Traditional Media Channels     Chapter 7: Implementation: The Internet and Social Media Chapter 8: Implementation: Nonmedia Channels   Chapter 9: Implementation: Logistics  Chapter 10: Evaluation     Part III: Professional Responsibility Chapter 11: Legal and Ethical Considerations   Chapter 12: International, Multicultural, and Gender Issues     2) Full Table of Contents   Part I : Background   Chapter1: The Nature Of Persuasive Campaigns Characteristics of Legitimate Public Relations Campaigns   Types of Persuasive Campaigns   Applying Theory in Developing Public Relations Campaigns Generalizations about Persuasion and Opinion Change Decision-Making Models Theories from Mass Communication Theories from Psychology and Education Trends and Issues: Barriers to Communication   Case Study 1: Johnson & Johnson’s “Campaign For Nursing’s Future”   Discussion Questions     Part II: Public Relations Process   Chapter 2: An Overview of the Public Relations Process   The Three-Step Process   The Written Proposal: Planning   The Written Proposal: Implementation   The Written Proposal: Evaluation   The Last Step   Trends and Issues: Applying the Three-Step Process to Crisis Situations   Case Study 2: When a Crisis Strikes Campus: The Three-Step Process at Work   Discussion Questions     Chapter 3: Planning: Background Research   Preliminary Fact-Finding   Identifying Priority Audiences   Proposed Primary Research Methods and Research Objectives   Sources of Background Information   Writing the Background Research Summary   Trends and Issues: Lifestyle Trends of the Twenty-First Century   Case Study 3: The Eight Types of Americans   Tracking the Case: College Students and Credit Card Debt: Planning—Background Research   Discussion Questions     Chapter 4: Planning: Primary Research   Primary Research Methods   Qualitative Research   Quantitative Research   Integrity and Validity in Primary Research   Trends and Issues: Associated Press Guidelines for Reporting Research Results   Case Study 4a: Lawyers Use Focus Groups to Design Trial Strategies   Case Study 4b: Field Observation and the Science of Shopping   Case Study 4c: How to Lie with Statistics   Tracking the Case: College Students and Credit Card Debt: Planning—Primary Research   Discussion Questions  72   Chapter 5: Planning: Goals and Objectives, Messages and Themes, Channels and Strategies  Goals and Objectives   Messages and Themes   Channels and Strategies   Generalizations about Media   Public Relations on the Internet   Trends and Issues: News Values and Interests   Case Study 5: The Dixie Chicks: Shut Up and Sing!   Tracking the Case: College Students and Credit Card Debt: Goals and Objectives, Messages and Themes, Strategies and Channels   Discussion Questions     Chapter 6: Implementation: Traditional Media Channels     Working with the News Media   Institutional Advertising   Donated Media   Trends and Issues: The Future of the News Release: Does It Have One?   Case Study 6: Two Controversies, Ten Years Apart   Tracking the Case: College Students and Credit Card Debt: Implementation—Traditional Media Channels   Discussion Questions     Chapter 7: Implementation: The Internet and Social Media The Future Is Now Electronic Mail and Texting The World Wide Web Social Media   The Blogosphere   The Barriers to Our New World Trends and Issues: Writing For the Cyberspace Audience Case Study 7a: Michael Vick and the Animal Rights Movement Case Study 7b: We Are Marshall   Tracking the Case: College Students and Credit Card Debt: Implementation: The Internet and Social Media Discussion Questions     Chapter 8: Implementation: Nonmedia Channels   Events   Social Responsibility and Philanthropy Programs   Internal and Employee Communications   Investor Relations Materials   Marketing Activities   In-Person Communication   Inserts and Enclosures   Miscellaneous Tactics   Trends and Issues: Tips for the Newsletter Editor   Case Study 8a: Prudential’s Global Volunteer Day   Case Study 8b: Hobet Mining Promotes Community Relations through Local Schools   Tracking the Case: College Students and Credit Card Debt: Implementation: Choosing Nonmedia Channels   Discussion Questions     Chapter 9: Implementation: Logistics  Staffing   Budgeting   Timing   Trends and Issues: Working with Volunteers   Case Study 9: Memorial Events Help a University Deal with Tragedy   Tracking the Case: College Students and Credit Card Debt: Implementation: Logistics   Discussion Questions     Chapter 10: Evaluation     The Importance of Evaluation   The Difficulty of Evaluation   The Evaluation Process   Ongoing Evaluation   Summative Evaluation   Formative Evaluation   Trends and Issues: With No Fear of Failure   Case Study 10a: Evaluative Research in the Travel and Hospitality Industry   Case Study 10b: Selling the Lottery in the Bible Belt   Tracking the Case: College Students and Credit Card Debt: Evaluation   Discussion Questions     Part III: Professional Responsibility   Chapter 11: Legal and Ethical Considerations  Public Relations and the Law Public Relations and the First Amendment   Funding of Government Communications Activities   Public Relations Representatives as Lobbyists   Public Relations Materials and Libel Law   Appropriation   Intellectual Property   Relationships with Clients   Truth in Advertising   Contests and Competitions Ethics and the Individual Ethics and the Organization What Professional Associations Say About Ethics   What the Experts Say   Public Relations Agencies and Unethical Practices   A Condensed Version of the Professional Codes Trends and Issues; Legal and Ethical Implications of Social Media   Case Study 11a: Free Speech and Selling Shoes   Case Study 11b: Hill and Knowlton and the United States Catholic Conference   Discussion Questions     Chapter 12: International, Multicultural, and Gender Issues     General Principles   Respect for Cultural Differences   Including Persons with Disabilities   Paying Attention to Company Publications   Monitoring Company Advertising   Other Steps to Take   Trends and Issues: Women in Public Relations   Case Study 13a: NAACP and the Television Networks   Case Study 13b: Ladies Need Not Apply   Case Study 13c: Watch Your Language!   Discussion Questions     Appendix A    Sources and Suggested Further Readings   Appendix B    Internet Resources for Public Relations