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Public Relations Public Relations v. 1.0 This is the book Public Relations (v. 1.0). This book is licensed under a Creative Commons by-nc-sa 3.0 (http://creativecommons.org/licenses/by-nc-sa/ 3.0/) license. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms. This book was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz (http://lardbucket.org) in an effort to preserve the availability of this book. Normally, the author and publisher would be credited here. However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed. Additionally, per the publisher's request, their name has been removed in some passages. More information is available on this project's attribution page (http://2012books.lardbucket.org/attribution.html?utm_source=header). For more information on the source of this book, or why it is available for free, please see the project's home page (http://2012books.lardbucket.org/). You can browse or download additional books there. ii Table of Contents Preface..................................................................................................................................... 1 Chapter 1: The Importance of Public Relations: UPS Case........................................... 4 A Conflict Unfolds .......................................................................................................................................... 5 What Can Be Learned From the UPS Case? ................................................................................................. 9 Chapter 2: What Is Public Relations?.............................................................................. 10 Defining Public Relations ............................................................................................................................ 11 The Function of Public Relations................................................................................................................ 12 Naming the Public Relations Function ...................................................................................................... 14 Chapter Summary ........................................................................................................................................ 15 Chapter 3: Models and Approaches to Public Relations............................................. 16 The Historical Development of Modern Public Relations........................................................................17 The Subfunctions of Public Relations ........................................................................................................ 21 Chapter Summary ........................................................................................................................................ 25 Chapter 4: Public Relations as a Management Function ............................................ 26 Functions of Management........................................................................................................................... 27 Public Relations Roles.................................................................................................................................. 29 The C-Suite.................................................................................................................................................... 31 Chapter Summary ........................................................................................................................................ 37 Chapter 5: Organizational Factors for Excellent Public Relations ........................... 38 Value of Public Relations............................................................................................................................. 39 Organizational Culture ................................................................................................................................ 40 Organizational Structure ............................................................................................................................ 42 Chapter Summary ........................................................................................................................................ 45 Chapter 6: Public Relations and Organizational Effectiveness ................................. 46 Goal Attainment Approach ......................................................................................................................... 47 Systems Theory Approach .......................................................................................................................... 50 Stakeholder Management Approach ......................................................................................................... 53 Chapter Summary ........................................................................................................................................ 57 iii Chapter 7: Identifying and Prioritizing Stakeholders and Publics.......................... 58 Stakeholder Management and Prioritizing Publics ................................................................................. 59 The Situational Theory of Publics Predicts Active or Passive Behavior ................................................62 A Contingency Approach to Public Relations Strategy............................................................................67 Case: Building a Corporate Headquarters in a Prestigious Neighborhood ............................................73 Chapter Summary ........................................................................................................................................ 75 Chapter 8: Public Relations Research: The Key to Strategy ...................................... 76 Importance of Research in Public Relations Management......................................................................77 Purpose and Forms of Research ................................................................................................................. 79 Types of Research ........................................................................................................................................ 81 Chapter Summary ........................................................................................................................................ 86 Chapter 9: The Public Relations Process—RACE........................................................... 87 Constructing the Strategic Plan for a Public Relations Campaign .........................................................88 Chapter Summary ...................................................................................................................................... 101 Chapter 10: The Practice of Public Relations.............................................................. 102 Corporate Public Relations ....................................................................................................................... 103 Responsibilities and Focus of the Chief Communications Officer ........................................................105 Agency Public Relations ............................................................................................................................ 108 Government Relations and Public Affairs ............................................................................................... 112 Issues Management and Public Policy ..................................................................................................... 115 Nonprofit, NGO, and Activist Public Relations........................................................................................ 120 Activism Case: No Place for Gaddafi to Pitch His Tent........................................................................... 123 Chapter Summary ...................................................................................................................................... 126 Chapter 11: Ethics, Leadership and Counseling, and Moral Analyses................... 127 Ethics ........................................................................................................................................................... 128 Conducting Moral Analyses ...................................................................................................................... 136 Case: Home Depot’s Leadership Crisis ..................................................................................................... 143 Chapter Summary ...................................................................................................................................... 148 Chapter 12: Best Practices for Excellence in Public Relations ................................ 149 Effectiveness and Excellence .................................................................................................................... 150 Best Practices Case: Entergy Responds to Hurricane Katrina ...............................................................154 Chapter Summary ...................................................................................................................................... 161 Chapter 13: References ...................................................................................................
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