Public Relations: Strategies and Tactics, 11th edition

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Chapter 1: What is Public Relations

• Updates on the size and scope of the global industry
• New cases on campaigns conducted by Apple, Facebook, and other organizations such as a Cuban restaurant in Miami
• The requirements of an internship at a major PR firm
• Updated stats on entry-level jobs in the public relations and communications field
• Results of 2013 salary survey by PRWeek for median salaries in the field

Chapter 2: Evolution of Public Relations

• Martin Luther’s use of “social media” to advance the Reformation
• A new perspective on Ivy Lee’s tactics and honesty
• An update on the influx of women into the field and infographic showing that the typical VP is now a female
• A new photo gallery of outstanding female executives in the field
• A global study identifying the major issues facing PR executives today

Chapter 3: Ethics & Professionalism

• Excerpts from the Melbourne Mandate regarding professional standards of practice.
• Dealing ethically with consumer review sites
• The ethics of “Pay for Play” in China

Chapter 4: PR Departments & Firms

• Case study on IBM’s global 100^th anniversary
• A job posting for an entry-level PR position in a corporation
• Updated stats on the various functions of a corporate PR department
• Case study on 7-11’s birthday celebration and 5 million Slurpees given away
• Case study Sterling Vineyards finding a brand spokesperson via social media
• An essay by a young practitioner about working in a PR firm
• New stats on the revenues, number of employees, etc. – for the 10 largest PR firms
• A job posting for an account executive in a PR firm
• The mechanics of a RFP (request for proposal) by Kenya
• A case about Wal-Mart firing its PR firm for an ethical lapse.

Chapter 5: Research

• The research conducted by Ketchum on behalf of a campaign for Double Tree Hotels
• Guidelines for qualitative researchers
• Explanation of Web analytics
• Social media monitoring tools
• Using social media for research

Chapter 6: Program Planning

• The planning process for Ketchum’s Double Tree Hotel cookie campaign
• Case study on how Suave Haircare reached a Hispanic audience
• A chart explaining paid, earned, shared, and owned media
• The ethics of a “grassroots” group
• A new Gantt chart illustration
• The value of the planning process and how to get started

Chapter 7: Communication

• An updated integrated communications model
• The social media tactics of Ketchum’s Double Tree campaign
• Update of Nestle’s social media battle with Greenpeace
• Guidelines for how an organization should deal with criticism in the social media
• Infographic about how a PR firm gained visibility by surveying how many people use a cell phone while sitting on the toilet
• Infographic: The most overused words in public relations
• Are women better communicators than men?
• Guidelines for writing today’s online news releases
• WOM (word-of-mouth) campaigns raise ethical issues

Chapter 8: Measurement & Evaluation

• Update on measuring effectiveness on the Web
• Case study on how Ketchum measured the effectiveness of its Double Tree cookie campaign
• How Chevrolet used social media at SXSW festival

Chapter 9: Public Opinion & Persuasion

• Facets of public opinion on gun control in the wake of Newtown
• The debate over Fracking
• Infographic: the nine concepts on how organizations can become more “authentic.”
• Case study on how opponents and advocates shape public opinion on gun control
• McDonald’s use of social media to change attitudes about nutrition

Chapter 10: Conflict Management

• Case study of how Benetton dealt with the issue of sweatshops in Bangladesh
• Case study on how a company communicated with the media and employees using social media after a tornado destroyed the facility
• Case study on how Toyota regained its reputation after a major auto recall

Chapter 11: Reaching Diverse Audiences

• Updates on the growth of Hispanic, Asian-American populations in U.S.
• Case study on how minority groups helped Obama win a second term
• Procter & Gamble’s Pampers campaign among Hispanic parents
• Case study on Pepsi’s sponsorship of a Latin music festival
• Chart showing the education and income levels of various ethnic groups in the U.S.
• Case study on Ben & Jerry’s support of same-sex marriage
• Lowe’s ethical dilemma – support of Muslim TV program or bowing to right-wing Christian groups

Chapter 12: PR and the Law

• Case study on how Miller-Coors handled criticism of using the Puerto Rican flag on a beer can.
• The NFL’s campaign to prosecute vendors that sell fake NFL merchandise
• The FTC investigates celebrity social media endorsements
• Coca-Cola fights regulatory and consumer battles over soda drinks

Chapter 13: The Internet & Social Media

• New stats on global use of the Internet and mobile phones
• Guidelines for employee using social media in the workplace
• Marriage equality symbol goes viral
• New chart: use of social media sites by adults
• Essay by young professional on being a social media manager
• New stats on use and outreach of Facebook
• Chart: The top 10 orgs with FB and Twitter followers
• Feature: Does Justin Bieber really have 37 million followers?
• Stats and commentary on the rapid growth of video and photo sharing on the Internet
• Case study: how the U.S. Dept. of Energy used social media to promote an energy decathlon among college students
• New info on the use of Instagram and Pinterest in PR campaigns
• Expanded info on the growth of mobile-enabled content and apps
• A social media campaign by Adidas to engage women around the world in the brand

Chapter 14: Preparing Material for Mass Media

• Red Bull’s online newsroom
• A template for preparing a social media news release
• Infographic: how the addition of photos, video increases the use of news releases
• Expanded info on how to prepare visually appealing infographics
• New examples of how to prepare news releases and media advisories
• The ethical dilemma of blurring lines between “earned” and “paid” media
• Media guidelines framed as “how to get a date with a journalist”
• Case study: How the American Institute for Cancer Research got a page one article in USA Today
• The components in a newswire news release
• Case study: how Samsung promoted its new smartphone via social media

Chapter 15: Radio & Television

• Update on size of the radio & TV audience in the U.S.
• Update on the reach of broadcast media to the Hispanic audience
• Case Study: A PSA to warn young people about wearing decorative contact lens

Chapter l6: Meetings & Events

• A job listing for an events manager
• Case study: Promotion of a Picasso exhibit in Seattle
• Summaries of promotional events for a beer fest, vibrators, and a garlic festival
• How convention attendees now use apps to review the list of meetings and events

Chapter 17: Corporations

• Case study: how Wal-Mart dealt with a bribery scandal
• Chevron’s “I agree” campaign
• Edelman’s annual survey on trust of corporate executives
• New stats on the percentage of Fortune 500 companies now using social media
• How Duke Energy used social media to contact customers after Hurricane Sandy
• The use of boycotts by activist groups
• The singer Beyonce signs $50 million deal with Pepsi
• Expanded info on viral marketing
• Case study: nudist group makes pitch for corporate sponsors

Chapter l8: Entertainment, Sports, & Tourism

• Updated stats on influence of these industries on the U.S. economy
• Birth of a royal baby generates a social media frenzy
• New perspectives on the public’s fascination with celebrities
• Job posting: a media coordinator for a network
• Guidelines on how to promote a play and other entertainment events
• The Super Bowl: An economic engine on steroids
• The Denver Broncos launch a social media hub
• Case Study: Chinese tourists flood the world
• Sample of campaigns: Fifty Shades of travel promotion
• Case study: Carnival Lines has a crisis when a ship goes dead in the water with 4,000 passengers on it

Chapter 19: Politics & Government

• Case study: Obama’s campaign team becomes policy advocates
• Case study: a campaign by DrugFree.org
• Case study: Center for Disease Control (CDC) enlists zombies in campaign
• Google expands its Washington lobbying efforts
• Ethics: student loan lobby takes on Washington

Chapter 20: Global Public Relations

• New thumbnail sketches of public relations activity in various nations
• Reaching out to Muslim populations around the world
• New stats on English as the dominant world language in business
• Ethics: would you buy a T-shirt made in Bangladesh?
• Social media as a weapon in wars and conflicts among nations
• Case study: A CNN report on Kazakhstan – news or propaganda?

Chapter 21: Nonprofit, Health, Education

• Case study: A movement in Ethiopia to stop female mutilation
• Ethics: The U.S. Chamber of Commerce tempers its stance on climate change
• World Wildlife Fund (WWF) launches anti-poaching campaign
• Universities tap alumni through social media
• New stats on charitable giving in the U.S
• Crowdsourcing as a new method fund-raising

Directory of Useful Websites

• Update of websites for organizations, other useful resources for PR practitioners

Bibliography

• Updated list of books, directories, databases, and periodicals