THINK Public Relations, 2nd edition

Published by Pearson (July 14, 2021) © 2012

  • Dennis L. Wilcox San Jose State University
  • Glen T. Cameron University of Missouri
  • Bryan H. Reber University of Georgia
  • Jae-Hwa Shin University of Southern Mississippi

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ISBN-13: 9780137612963 (2021 update)
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THINK Currency.  THINK Relevancy.  THINK Public Relations.

The engaging visual design of THINK Public Relations provides an introduction to the field of public relations in an easy-to-read format.  Students are introduced to exciting and innovative public relations campaign examples while learning the theory and core concepts that they will need to succeed in their career. The authors offer a practical approach to the study of public relations and emphasize competition and conflict management.

A better teaching and learning experience

This program will provide a better teaching and learning experience—for you and your students.  Here’s how:

  • Personalize Learning—MySearchLab delivers proven results in helping students succeed, provides engaging experiences that personalize learning, and comes from a trusted partner with educational expertise and a deep commitment to helping students and instructors achieve their goals.
  • Improve Critical Thinking—Questions and cases throughout the text encourage students to think critically about public relations topics.
  • Engage Students—An appealing visual design and real-world applications engage students in the material.
  • Apply Ethics— Feature boxes introduce readers to the important ethical and legal issues facing public relations practitioners today.
  • Support Instructors—Activities and assessment in MySearchLab offer instructors supplemental materials to help their students succeed.

In this Section:

  1. Brief Table of Contents
  2. Full Table of Contents

1) Brief Table of Contents

  • Chapter 1: What is Public Relations?
  • Chapter 2: Careers in Public Relations
  • Chapter 3: The Growth of a Profession
  • Chapter 4: Today's Practice: Departments and Firms
  • Chapter 5: Research and Campaign Planning
  • Chapter 6: Communication and Measurement
  • Chapter 7: Public Opinion and Persuasion
  • Chapter 8: Managing Competition and Conflict
  • Chapter 9: Ethics and the Law
  • Chapter 10: Reaching Diverse Audiences
  • Chapter 11: The Mass Media
  • Chapter 12: The Internet and Social Media
  • Chapter 13: Events and Promotions
  • Chapter 14: Global Public Relations
  • Chapter 15: Corporate Public Relations
  • Chapter 16: Entertainment, Sports, and Tourism
  • Chapter 17: Government and Politics
  • Chapter 18: Nonprofit, Health, and Education

2) Full Table of Contents

  • Chapter 1: What is Public Relations?
    • Challenge of Public Relations
    • Global Scope
    • A Variety of Definitions
    • PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of “Junk” Food
    • Public Relations as a Process
    • The Components of Public Relations
    • Social Media in Action: Beware of Bamboozling Blogger
    • How Public Relations Differs from Journalism
    • How Public Relations Differs from Advertising
    • How Public Relations Differs from Marketing
    • Toward an Integrated Perspective: Strategic Communication
    • Summary
    • Questions for Review and Discussion
    • Tactics
  • Chapter 2: Careers in Public Relations
    • A Changing Focus in Public Relations
    • Personal Qualifications and Attitudes
    • PR Casebook: My Summer as a New York Fashion Intern
    • Organizational Roles
    • Social Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers
    • The Value of Internships
    • Salaries in Public Relations
    • The Value of Public Relations
    • Summary
    • Questions for Review and Discussion
  • Chapter 3: The Growth of a Profession
    • A Brief History of Public Relations
    • PR Casebook: Lee advises Rockefeller and the Coal Industry
    • Trends in Today's Practice of Public Relations
    • Social Media in Action: Diversity Shows Up in Social Media Use
    • A Growing Professional Practice
    • Professionalism, Licensing, and Accreditation
    • Summary
    • Questions for Review and Discussion
    • Tactics
  • Chapter 4: Today's Practice: Departments and Firms
    • Public Relations Departments
    • The Trend Toward Outsourcing
    • Public Relations Firms
    • Social Media in Action Firms Tweet to Self-Promote
    • PR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championship
    • Summary
    • Questions for Review and Discussion
  • Chapter 5: Research and Campaign Planning
    • The Four Essential Steps of Effective Public Relations
    • Research: The First Step
    • Social Media in Action: Measuring Social Media
    • Research Methods
    • Planning: The Second Step
    • PR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer Research
    • Summary
    • Questions for Review and Discussion
    • Tactics
  • Chapter 6: Communication and Measurement
    • Communication: The Third Step
    • Social Media in Action: Facebook Friends = Brain Power?
    • Measurement: The Fourth Step
    • Measurement of Message Exposure
    • Measurement of Audience Awareness, Attitudes and Action
    • PR Casebook: “Don’t be That Guy” Campaign Fights Binge Drinking
    • Summary
    • Questions for Review and Discussion
  • Chapter 7: Public Opinion and Persuasion
    • What Is Public Opinion?
    • Opinion Leaders as Catalysts
    • The Role of Mass Media
    • The Role of Conflict
    • PR Casebook: Handguns in America
    • Persuasion in Public Opinion
    • Social Media in Action: Persuading Citizens to Join the U.S. Army
    • Factors in Persuasive Communication
    • The Limits of Persuasion
    • Summary
    • Questions for Review and Discussion
    • Tactics
  • Chapter 8: Managing Competition and Conflict
    • A New Way of Thinking: Conflict and Competition
    • The Role of Public Relations in Managing Conflict
    • It Depends: Factors That Affect Conflict Management
    • PR Casebook: Free Silva
    • The Conflict Management Life Cycle
    • Managing the Life Cycle of a Conflict
    • Social Media in Action: Social Media and the BP Oil Spill Crisis
    • Summary
    • Questions for Review and Discussion
  • Chapter 9: Ethics and the Law
    • What Is Ethics?
    • Professional Guidelines
    • Dealing with the News Media
    • Public Relations and the Law
    • PR Casebook: Facebook Campaign Raises an Ethical Ruckus
    • Employee Communications
    • Social Media in Action: Challenges Arise in Social Media Regulation
    • Copyright Law
    • Fair Use Versus Infringement
    • Trademark Law
    • Regulations by Government Agencies
    • Liability for Sponsored Events
    • Working with Lawyers
    • Summary
    • Questions for Review and Discussion
    • Tactics
  • Chapter 10: Reaching Diverse Audiences
    • The Nature of the Public Relations Audience
    • Age Group Audiences
    • PR Casebook: Reaching Emerging Youth and Male Audiences
    • Gender/Lifestyle Audiences
    • Social Media in Action: A Comfortable Discussion or Too Much Information?
    • Ethnically Diverse Audiences
    • Global Audiences
    • Matching the Audience with the Media
    • Summary
    • Questions for Review and Discussion
  • Chapter 11: The Mass Media
    • News Releases
    • Media Advisories, Fact Sheets, Media Kits, and Pitch Letters
    • PR Casebook: Saving the Arctic with Iconic Brand Mascots
    • Interviews with Journalists and News Conferences
    • The Media Party and the Media Tour
    • The Reach of Radio and Television
    • Social Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSA
    • Summary
    • Questions for Review and Discussion
  • Chapter 12: The Internet and Social Media
    • The Internet
    • Leveraging the Power of the Internet
    • Webcasts, Podcasts, and Wikis
    • Social Media
    • PR Casebook: American Airlines Soars and Penn State Crashes
    • The Rising Tide of Mobile-Enabled Content
    • Social Media in Action: On Campus and In the Kitchen
    • Summary
    • Questions for Review and Discussion
    • Tactics
  • Chapter 13: Events and Promotions
    • A World Filled with Meetings and Events
    • Group Meetings
    • Banquets
    • PR Casebook: Cars and Comedy Benefit Boys and Girls Clubs
    • Receptions and Cocktail Parties
    • Open Houses and Plant Tours
    • Conventions
    • Trade Shows
    • Social Media in Action: Are You A Mayor?
    • Promotional Events
    • Summary
    • Questions for Review and Discussion
  • Chapter 14: Global Public Relations
    • What Is Global Public Relations?
    • Public Relations Development in Other Nations
    • International Corporate Public Relations
    • Social Media in Action: Making the Most of Social Networks Around the World
    • Representing U.S. Corporations in Other Nations
    • PR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for Coke
    • Public Diplomacy
    • The Rise of NGOs
    • Opportunities in International Work
    • Summary
    • Questions for Review and Discussion
    • Tactics
  • Chapter 15: Corporate Public Relations
    • Managing Corporate Reputations
    • Media Relations
    • Customer Relations
    • Social Media in Action: LinkedIn as a Public Relations Tactic?
    • Employee Relations
    • Investor Relations
    • Marketing Communications
    • PR Casebook: Macy's Strives to Activate Millennials
    • Environmental Relations
    • Corporate Philanthropy
    • Summary
    • Questions for Review and Discussion
  • Chapter 16: Entertainment, Sports, and Tourism
    • Public Relations in Entertainment, Sports, and Tourism
    • Promoting a Personality
    • Social Media in Action: Celebrities Thrive or Crash in 140 Characters
    • Promoting an Entertainment Event
    • Sports Publicity
    • PR Casebook: Racing Sausages Win Fans’ Hearts
    • Travel Promotion
    • Summary
    • Questions for Review and Discussion
    • Tactics
  • Chapter 17: Government and Politics
    • Government Public Relations
    • Public Information and Public Affairs
    • The Federal Government
    • State Governments
    • Local Governments
    • Government Relations by Corporations
    • PR Casebook: A Short History of Government Efforts to Promote Nutrition
    • Lobbying
    • Election Campaigns
    • Social Media in Action: Seeing the Light: Social Media in Politics
    • Summary
    • Questions for Review and Discussion
  • Chapter 18: Nonprofit, Health, and Education
    • The Role of Public Relations in Nonprofit, Health, and Education Organizations
    • Fund-Raising
    • Membership Organizations
    • Advocacy Groups
    • PR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackey's Position on Healthcare
    • Social Service Organizations
    • Health Organizations
    • Educational Organizations
    • Summary
    • Questions for Review and Discussion
    • Tactics

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