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. By placing public relations in a broad social context, Public Relations: A Values-Driven Approach provides an introduction to a dynamic, growing, and honorable profession. Steeped in the traditions and theories of public relations, the book features an engaging, informal tone. It abounds with lively anecdotes. A sustained focus on how public relations activities reflect and affect an organization's core values is a thread that runs through every chapter.

Table of Contents:
Each chapter includes “Chapter Objectives,” “QuickBreaks,” “Case Studies,” “Summary,” “Discussion Questions,” “Key Terms,” and “Endnotes.”I. WHAT IS PUBLIC RELATIONS? Introduction. 1. What Is Public Relations? Public Relations: Separating Fact from Fiction. Theory versus Reality. Why a Public Relations Career? Values Statement 1.1: J.C. Penney Company. The Public Relations Process. The Role of Values in Public Relations. Values-Driven Public Relations. Memo From the Field: Joann E. Killeen, Killeen Communications. It's Your Turn: The Question. 2. Jobs in Public Relations. Where the Jobs Are. Values Statement 2.1: Public Relations Society of America. Public Relations Activities and Duties. Salaries in Public Relations. What's Important in a Job? Memo from the Field: Mike Swenson, Barkley Evergreen & Partners. It's Your Turn: Career Day at High School. 3. A Brief History of Public Relations. Premodern Public Relations. Values Statement 3.1: The United States Constitution. The Seedbed Years. War and Propaganda. The Postwar Boom. The Downsizing of the United States. “Future History.” Memo from the Field: Michael Devlin, Rock and Roll Hall of Fame and Museum. It's Your Turn: MegaShop Comes to Sunnyview. 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. Values Statement 4.1: Sacramento Police Department. Memo from the Field: Gordon Lindsey, J.C. Penney Company. It's Your Turn: The Tuition Increase. 5. Communication Theory and Public Opinion. The Power of Public Opinion. A Communication Model. Theories of Persuasion. Motivation. Persuasion and Public Opinion. Values Statement 5.1: Provincial Emergency Program. Memo from the Field: Renè Pelletier, Barométre. It's Your Turn: The Acme Widget Company. 6. Ethics in Public Relations. What Are Ethics? The Rewards of Ethical Behavior. Objectivity versus Advocacy: A Misleading Ethics Debate. Challenges to Ethical Behavior. The Rewards of Ethical Behavior. Achieving Ethical Behavior. Values Statement 6.1: Goodwill Industries of Orange County. Memo from the Field: Terrie Williams, The Terrie Williams Agency. It's Your Turn: Trouble Brewing. II. THE PUBLIC RELATIONS PROCESS. 7. Research and Evaluation. The Value of Research and Evaluation. Developing a Research Strategy: What Do I Want to Know? Values Statement 7.1: U.S. Bureau of Labor Statistics. Developing a Research Strategy: How Will I Gather Information? Survey Research. Analyzing Survey Results. Memo from the Field: Walter Lindenmann, Independent Public Relations Consultant. It's Your Turn: Tinker, Evers, & Chance. 8. Planning: The Strategies of Public Relations. The Basics of Values-Driven Planning. Different Kinds of Public Relations Plans. Why Do We Plan? Values Statement 8.1: Boeing Company. How Do We Plan? Expanding a Plan into a Proposal. Qualities of a Good Plan. Memo from the Field: Fred Repper, Retired Public Relations Consultant. It's Your Turn: Planning a Blood Drive. 9. Communication: The Tactics of Public Relations. Communicating with Specific Publics. Tactics as Messages and Channels. Values Statement 9.1: Johnson & Johnson. Tactics and Traditional Publics. Accomplishing the Tactics. Memo from the Field: Shirley Barr, President, Shirleybarr Public Relations. It's Your Turn: The Tuition Increase Revisited. 10. Writing and Presentation Skills. The Importance of Writing and Presentation Skills. A Context for Public Relations Writing. The Writing Process. Writing for the Ear. The Process of Successful Presentations. Values Statement 10.1: Kellogg Company. Memo from the Field: Regina Lynch-Hudson, President, The Write Publicist. It's Your Turn: Elayne Anderson's Speech. 11. New Communications Technology. New Technology in the Net Generation. The Digital Revolution. Computer Technology. The Internet. Values Statement 11.1: Motorola Inc. Wireless Communications Technology. Why “New” Isn't Always “Better.” Memo from the Field: Craig Settles, Successful.com. It's Your Turn: Hale & Hardy All-Natural Granola Bars. III. PUBLIC RELATIONS TODAY AND TOMORROW. 12. Crisis Communications. A New “Day of Infamy.” The Anatomy of a Crisis. Crisis Communications Planning. Crisis Planning Ethics. Values Statement 12.1: PepsiCo. Memo from the Field: Tom Ditt, N.C. Division of Emergency Management. It's Your Turn: Death of a Salesman. 13. Public Relations and Marketing. Public Relations and Marketing. The Impact of Consumer-Focused Marketing on Public Relations. Values Statement 13.1: J.M. Smucker Company. A Closer Look at Marketing. A Closer Look at IMC. How IMC Works. Problems with 21st Century Marketing. Memo from the Field: Vin Cipolla, President, HNW, Inc. It's Your Turn: Making the Pitch. 14. Cross-Cultural Communication. Cultures: Realities and Definitions. Cultural Attributes. Values Statement 14.1: Pitney Bowes. Cross-Cultural Communication: Definitions and Dangers. Achieving Successful Cross-Cultural Public Relations: A Process. Memo from the Field: Bill Imada, President, Imada Wong Communications Group. It's Your Turn: Cultures Close to Home. 15. Public Relations and the Law. Public Relations, the Law, and You. Public Relations and the First Amendment. Federal Agencies that Regulate Speech. Values Statement 15.1: Agency for Toxic Substances and Disease. Libel. Privacy. Copyright. Litigation Public Relations. Memo from the Field: Richard S. Levick, President, Levick Strategic Communications. It's Your Turn: SuperGas. 16. Your Future in Public Relations. A New Century with New Challenges. Social Forces and Public Relations. Values Statement 16.1: League of Women Voters of the United States. Where Public Relations Is Headed. Your Future in Public Relations. Memo from the Field: Dirk Munson, 2001-2002 PRSSA National President. Appendix A: Public Relations Society of America Member Code of Ethics 2000. Glossary.