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 and comes in at a reasonable price for students. 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:
I. FOUNDATIONS OF PUBLIC RELATIONS.   1. What Is Public Relations?                                                               Public Relations: Everywhere you look A Profession Gaining In Respect Why a Public Relations Career? The Public Relations Process The Role of Values in Public Relations Values-Driven Public Relations Discussion Questions                Memo from the Field: Judith T. Phair, PhairAdvantage Communication It’s Your Turn: The Question Key Terms Notes   2. Jobs in Public Relations.                                                                Where the Jobs Are Governments Public Relations Agencies Independent Public Relations Consultants Public Relations Activities and Duties Working Conditions and Salaries What’s Important in a Job? Discussion Questions Memo from the Field: John Echeveste, Valencia, Pérez & Echeveste Public Relations It’s Your Turn: Career Day at High School                         3. A Brief History of Public Relations.                                               Why History is Important to You Premodern Public Relations War and Propaganda The Downsizing of the United States The New Millennium Discussion Questions Memo from the Field: Edward M. Block, retired It’s Your Turn: MegaShop Comes to Sunnyview Key Terms Notes   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 Discussion Questions Memo from the Field: David Narsavage, The Aker Partners, Inc. It’s Your Turn: The Tuition Increase Key Terms Notes   5. Communication Theory and Public Opinion.   The Power of Public Opinion A Communication Model Mass Communication Theories Motivation Persuasion and Public Opinion Discussion Questions Memo from the Field: Rene Pelletier, Barometre It’s Your Turn: The Acme Widget Company Key Terms Notes   6. Ethics and Social Responsibility in Public Relations.                                                                    What Are Ethics? Objectivity versus Advocacy: A Misleading Ethics Debate Challenges to Ethical Behavior The Rewards of Ethical Behavior Trust and Social Corporate Responsibility Beyond CSR: Strengthening Ethical Behavior Discussion Questions Memo from the Field: Carol Cone, Cone, Inc. It’s Your Turn: Trouble Brewing Key Terms Notes   II. THE PUBLIC RELATIONS PROCESS.   7. Research and Evaluation.                                                                           “Did the Needle Move?” The Value of Research and Evaluation Developing A Research Strategy: What Do I Want to Know? Developing a Research Strategy: How Will I Gather Information? Survey Research Analyzing Survey Results Discussion Questions Memo from the Field: Leslie Gaines-Ross, Burson-Marsteller It’s Your Turn: Tinker, Evers & Chance Key Terms Notes   8. Planning: The Strategies of Public Relations.   The Basics of Values-Driven Planning Different Kinds of Public Relations Plans Why Do We Plan? How Do We Plan? Expanding a Plan into a Proposal Qualities of a Good Plan Discussion Questions Memo from the Field: Timothy S. Brown, Conectiv It’s Your Turn: Planning a Blood Drive Key Terms Notes   9. Communication: The Tactics of Public Relations.   Communicating with Specific Publics Tactics as Messages and Channels Tactics and Traditional Publics Accomplishing the Tactics Discussion Questions Memo from the Field:   Shirley Barr, President, Shirleybarr Public Relations It’s Your Turn: The Tuition Increase Revisited Key Terms Notes   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 Discussion Questions Memo from the Field:   Regina Lynch-Hudson, The Write Publicist It’s Your Turn: Elayne Anderson’s Speech Key Terms Notes   11. Public Relations in the Digital Age.   Welcome to the Revolution The Digital Revolution Computers and the Internet The Birth of Cyber-Relations Wireless Communications Technology Why “New” Isn’t Always “Better” Discussion Questions Memo from the Field:   Craig Settles, Successful.com It’s Your Turn: Hale & Hardy All-Natural Granola Bars Key Terms Notes   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 Discussion Questions Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department It’s Your Turn: Death of a Salesman Key Terms Notes   13. Public Relations and Marketing.   Public Relations and Marketing The Impact of Consumer-Focused Marketing on Public Relations A Closer Look at Marketing A Closer Look at IMC How IMC Works Problems with 21st Century Marketing Discussion Questions Memo from the Field: Vin Cipolla, HNW, Inc. It’s Your Turn: Making the Pitch Key Terms Notes     14. Cross-Cultural Communication.   Cultures: Realities and Definitions Cultural Attributes Cross-Cultural Communication: Definitions and Dangers Achieving Successful Cross-Cultural Public Relations: A Process Discussion Questions Memo from the Field:   Bill Imada, IW Group It’s Your Turn: Cultures Close to Home Key Terms Notes   15. Public Relations and the Law.   A Parade of Corporate Horrors Public Relations and the First Amendment Federal Agencies That Regulate Speech Libel Privacy Copyright Litigation Public Relations Discussion Questions Memo from the Field: James F. Haggerty, president, The PR Consulting Group, Inc. It’s Your Turn: SuperGas Key Terms Notes   16. Your Future in Public Relations.   What’s Next? Social Forces and Public Relations Where Public Relations Is Headed Your Future in Public Relations Discussion Questions Memo from the Field: Sarah Yeaney, PRSSA national president It’s Your Turn: Crushed Credibility   Appendix: Public Relations Society of America Member Code of Ethics 2000.   Glossary.          Index.