DOCSLIB.ORG

Public Relations: a Guide to Strategic Communication

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Public Relations: a Guide to Strategic Communication Public Relations: A Guide to Strategic Communication By Young Joon Lim FIRST EDITION Bassim Hamadeh, CEO and Publisher Kassie Graves, Director of Acquisitions Jamie Giganti, Senior Managing Editor Jess Estrella, Senior Graphic Designer Bob Farrell, Senior Field Acquisitions Editor Gem Rabanera, Project Editor Elizabeth Rowe, Licensing Coordinator Allie Kiekhofer, Associate Editor Kevin Fontimayor, Interior Designer Copyright © 2017 by Cognella, Inc. All rights reserved. No part of this publication may be reprinted, reproduced, transmitted, or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying, microfilming, and recording, or in any information retrieval system without the written permission of Cognella, Inc. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Cover image copyright © Copyright © 2015 iStockphoto LP/baona. Printed in the United States of America ISBN: 978-1-63487-475-5 (pbk) / 978-1-63487-476-2 (br) Contents CHAPTER 1 Introduction to Public Relations 2 Understanding Public Relations 2 Definitions of Public Relations 3 Who Uses Public Relations, and Why? 4 Six Representative Entities of Public Relations Practice Why is Public Relations Promising as an Academic Course? 7 How is Public Relations Processed? 8 ROPE: Research, Objectives, Planning, and Evaluation RACE: Research, Action, Communication, and Evaluation GRACE: Goal, Research, Action, Communication, and Evaluation RPIE: Research, Planning, Implementation, and Evaluation Who are the Essential Publics of Public Relations? 10 What are the Components of Public Relations? 11 What are the Stereotypes or Misperceptions about Public Relations? 11 How Does Public Relations Differ from Other Similar Fields of Practice? 12 Advertising vs. Public Relations Marketing vs. Public Relations Journalism vs. Public Relations How Will Public Relations Evolve? 16 CHAPTER SUMMARY AND REVIEW 18 PUBLIC RELATIONS IN PRACTICE 18 CHAPTER 2 What Public Relations College Students Should Know 20 The Occupational Scope of Public Relations 20 Everybody Does Public Relations 21 The First Step to Becoming a Public Relations Practitioner 22 E-mail 22 Crucial E-mail Dos Crucial E-mail Don’ts E-mail in Business E-mail Rules for Applying for Jobs or Internships Associated Press Style in Public Relations 26 Why Do PR Practitioners Use AP Style? Writing Mistakes to Avoid Eleven Most Important AP Style Rules Manners, Etiquette, and Protocol: It’s All about Relationships 29 Business Manners/Etiquette Rules for the Practice of Public Relations Protocol for the Practice of Public Relations Future for students in public relations and related fields of communication 35 CHAPTER SUMMARY AND REVIEW 37 PUBLIC RELATIONS IN PRACTICE 37 CHAPTER 3 After-College Careers in Public Relations 38 Ideal Undergraduate Courses 38 Important Skills for Entry-Level Public Relations Practitioners 39 Job Categories in Public Relations 41 Wages for Public Relations and Communication Majors 42 Public Relations Firms or Public Relations/ Communication Departments in Organizations 44 Public Relations Firms in General Practice Public Relations Firms in Specialization Departments in An Organization Public Relations Internships Internships at Public Relations Firms Internships in Organizations Getting an Internship The Professional Outlook for Public Relations and Communication Students 54 CHAPTER SUMMARY AND REVIEW 55 PUBLIC RELATIONS IN PRACTICE 55 CHAPTER 4 History of Public Relations in America 56 Ancient Roots of Public Relations 56 Propaganda and Public Relations 58 Public Relations in Early US History 59 Samuel Adams and the Boston Tea Party Thomas Paine Benjamin Franklin The Advent of Modern Public Relations 60 P.T. Barnum Robber Barons and Muckraking Ivy Lee: Public Relations Comes with Honesty Edward Bernays: Public Relations is Psychological Persuasion Arthur W. Page: Corporate Public Relations The Oscar Mayer Wienermobile: Corporate Public Relations Campaign De Beers: The Tagline Public Relations after World War II 68 Future of Public Relations 70 CHAPTER SUMMARY AND REVIEW 71 PUBLIC RELATIONS IN PRACTICE 71 CHAPTER 5 Academic Public Relations Research 72 Definitions of Research 72 Simple Research Procedures with the Possibility of Jeopardizing Credibility 74 Professional Research Types in Public Relations 75 Public Relations Research Methods 76 Qualitative Research Methods 77 Guidelines for Organizing Focus Groups 78 Online Focus Groups Quantitative Research Methods 80 Designing Surveys Sampling Research in Public Relations 86 CHAPTER SUMMARY AND REVIEW 87 PUBLIC RELATIONS IN PRACTICE 87 CHAPTER 6 Public Relations and Communication 88 Goals of communication 88 Communication Models 90 Shannon-Weaver Communication Model Berlo’s Model Schramm’s Model Lasswell’s Model The Message 93 The Objectives of Messages Communication Tools for Messages Understanding the Message Message Credibility Message Repetition Forms of Messages in Connection 98 Evaluation of Messages in Public Relations 99 Public Relations Communication in the Future 101 CHAPTER SUMMARY AND REVIEW 102 PUBLIC RELATIONS IN PRACTICE 102 CHAPTER 7 Public Relations and Public Opinion 104 Concepts of Public Opinion 105 Factors in Public Opinion 105 Attitudes 106 Types of Attitudes Opinion leaders 109 Opinion Leaders in the Process of Public Opinion Formation The Power of the Media 112 Media Manipulation Theories of the Media in Shaping Public Opinion Persuasion and Public Opinion 116 Public Relations and Persuasion in the Future 119 CHAPTER SUMMARY AND REVIEW 120 PUBLIC RELATIONS IN PRACTICE 120 CHAPTER 8 Ethics in Public Relations 122 Ethics and PR 123 Negative Perceptions of Public Relations Ethics for Journalists 124 Ethics for Public Relations Practitioners 125 Advocacy in Public Relations Effectiveness of Codes of Ethics Ethical Dilemmas in Public Relations Ethical Decision-Making Systems 133 Saying “No” to an Employer 134 Public Relations Ethics in Foreign Countries 135 Ethical Public Relations Issues in the Future 135 CHAPTER SUMMARY AND REVIEW 137 PUBLIC RELATIONS IN PRACTICE 137 CHAPTER 9 Media Relations and Publicity 138 Publicity Tools 139 Traditional News Releases Online News Releases Internet News Releases Pitch Letters Op-Eds Media Kits Publicity Techniques in Public Relations 146 Interviews News Conferences Media Tours Talk-Show Appearances Evolving Publicity Tools and Techniques 152 CHAPTER SUMMARY AND REVIEW 153 PUBLIC RELATIONS IN PRACTICE 153 CHAPTER 10 Corporate Relations 154 Corporations 155 Stakeholders 155 Specializations in Corporate PR 156 Consumer/Customer Relations Investor Relations Community Relations Corporate Social Responsibility Corporate Public Relations in the C-Suite 168 CHAPTER SUMMARY AND REVIEW 169 PUBLIC RELATIONS IN PRACTICE 169 CHAPTER 11 Employee Relations 170 Definitions of Employee Communication 171 Vision First in Employee Communication 172 Removing Barriers to Effective Employee Communication 174 Organizational Silence Organizational Identification A Culture of Communication within an Organization Impact of Employee Communication on Organizational Performance Employee communication in evolution 183 CHAPTER SUMMARY AND REVIEW 184 PUBLIC RELATIONS IN PRACTICE 184 CHAPTER 12 Crisis Communication 186 What is a Crisis? 186 Crisis Management 188 Crisis Phases 189 Proactive Phase Strategic Phase Reactive Phase Recovery Phase Communicating about a Crisis 192 Different Types of Crises 194 Different Types of Crisis Response 195 The Cycles of Crisis Communication 199 CHAPTER SUMMARY AND REVIEW 200 PUBLIC RELATIONS IN PRACTICE 200 CHAPTER 13 Integrated Marketing Communication 202 Identity and Image 203 Corporate Reputation 205 Corporate Branding 207 IMC Tactics 210 Public Relations Advertising Product Placement Third-Party Endorsements Corporate Sponsorship Integrated Marketing Communication – Then and Now 216 CHAPTER SUMMARY AND REVIEW 217 PUBLIC RELATIONS IN PRACTICE 217 CHAPTER 14 Government Relations 218 A Brief History of Public Relations in Government 219 Public Information/Affairs Officers in Government 221 The Executive Branch in Public Relations 222 The White House The Department of State The Department of Defense The Legislative Branch 227 The Judicial Branch 228 Corporate Lobbying in Government Relations 229 Government Relations for the Public 230 CHAPTER SUMMARY AND REVIEW 231 PUBLIC RELATIONS IN PRACTICE 231 CHAPTER 15 Nonprofits in Public Relations 232 The Characteristics and Roles of NGOs 233 Public Relations in NGOs 235 Letting the Public Know about the NGO Donors Fundraising Fundraising Tools Volunteers Other Organizations with NGO characteristics 243 Hospitals Educational Organizations NGOs in Social Media Practice 245 CHAPTER SUMMARY AND REVIEW 246 PUBLIC RELATIONS IN PRACTICE 246 CHAPTER 16 Global Public Relations 248 Global Public Relations 248 The Rise of Public Relations Around the World Globalization and Public Relations 250 Pros Cons Global Business Code of Conduct 252 Cultural and Social Differences Localization of Global Corporation in Public Relations 255 Public Relations Firms for Foreign Clients 257 Public Relations in Other Nations 260 China Brazil Australia South Africa The United Arab Emirates (UAE) Global Public Relations and Global Community 262 CHAPTER SUMMARY AND REVIEW 263 PUBLIC RELATIONS IN PRACTICE 263 CHAPTER 17 Social Media 264 History of the Internet 265 Public Relations and the Internet
Load more

Recommended publications
  • The Linguistic Features and Persuasion Techniques in Marlboro Cigarette Advertisement Slogans
    PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI THE LINGUISTIC FEATURES AND PERSUASION TECHNIQUES IN MARLBORO CIGARETTE ADVERTISEMENT SLOGANS A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Astriyani Sulistyowati Student Number: 111214161 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2017 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI THE LINGUISTIC FEATURES AND PERSUASION TECHNIQUES IN MARLBORO CIGARETTE ADVERTISEMENT SLOGANS A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Astriyani Sulistyowati Student Number: 111214161 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2017 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ヽ И Sαげα4α Pθ ″グ′どJttη″Thcsis On THE LINGUISTIC FEATURES AND PERSUAS10N TECHNIQUESIN MARLBORO CIGARETT逸 ADVERTISEMENT SLOGANS By Astriyani Sulistyowati Student Number: 11121416l Approved by Carla Sih Prabandtti,S.Pd.,M.Hum. Date: 10 May 2AI7 ― ― ― PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DEDICATION PAGE Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful. (Herman Cain) If there is no struggle, there is no progress. (Frederick Douglass) We all make mistakes, have struggles, and even regret things in our past. But you’re not your mistakes, you’re not your struggles, and you are here right now with the power to shape your day and your future.
    [Show full text]
  • Coming to Grips with Life in the Disinformation Age
    Coming to Grips with Life in the Disinformation Age “The Information Age” is the term given to post-World War II contemporary society, particularly from the Sixties, onward, when we were coming to the realization that our ability to publish information of all kinds, fact and fiction, was increasing at an exponential rate so as to make librarians worry that they would soon run out of storage space. Their storage worries were temporarily allayed by the advent of the common use of microform analog photography of printed materials, and eventually further by digital technology and nanotechnology. It is noted that in this era, similar to other past eras of great growth in communications technology such as written language, the printing press, analog recording, and telecommunication, dramatic changes occurred as well in human thinking and socialness. More ready archiving negatively impacted our disposition to remember things by rote, including, in recent times, our own phone numbers. Moreover, many opportunities for routine socializing were lost, particularly those involving public speech and readings, live music and theater, live visits to neighbors and friends, etc. The recognition that there had been a significant tradeoff from which there seemed to be no turning back evoked discussion of how to come to grips with “life in the Information Age”. Perhaps we could discover new social and intellectual opportunities from our technological advances to replace the old ones lost, ways made available by new technology. Today we are facing a new challenge, also brought on largely by new technology: that of coming to grips with life in the “Disinformation Age”.
    [Show full text]
  • Penn State Alumni in the Communications Industry
    Penn State Alumni in the Communications Industry A guide to the expertise & availability of the members of the Bellisario College Alumni Society Board & Ad/PR Alumni Network Board Through the combined efforts of the Alumni Society Board and the Ad/PR Network Board of the Donald P. Bellisario College of Communications, we are proud to share this directory spotlighting the expertise of Board members in a wide variety of communications fields. Here are brief snapshots and email addresses of each Board member. As part of their service to the College and Penn State, they are eager to engage in classroom discussions and lectures, as well as to serve as a resource for the many professional communicators across the wide Penn State landscape. Extensive individual biographies of and contact information for each Board member is also available online, at: Alumni Society Board: bellisario.psu.edu/alumni/alumni-board Ad/PR Network Board: bellisario.psu.edu/alumni/adpr Pam Hervey ’94 Kathy Heasley ’83 President, Alumni Society Board President, Ad/PR Alumni Network Board Guide to Alumni Expertise RON BALASCO (‘81) General Arts & Sciences T.J. BRIGHTMAN (’91) Broadcast-Cable Executive Director, Hearst Consumer Health SVP, Chief Revenue Officer, Baltimore Orioles [email protected] [email protected] Expertise Expertise • Publishing • Broadcast Sales Management, Radio/Television • Integrated Media Sales Industry, with Sports Focus • Negotiation: Broadcast Rights Fees, Personal Service Agreements, Talent Contracts JOE BERWANGER (‘70) Broadcasting
    [Show full text]
  • Using Science As Evidence in Public Policy
    Using Science as Evidence in Public Policy Committee on the Use of Social Science Knowledge in Public Policy Kenneth Prewitt, Thomas A. Schwandt, and Miron L. Straf, Editors Division of Behavioral and Social Sciences and Education Copyright © National Academy of Sciences. All rights reserved. Using Science as Evidence in Public Policy THE NATIONAL ACADEMIES PRESS 500 Fifth Street, NW Washington, DC 20001 NOTICE: The project that is the subject of this report was approved by the Governing Board of the National Research Council, whose members are drawn from the councils of the National Academy of Sciences, the National Academy of Engineering, and the Institute of Medicine. The members of the committee responsible for the report were chosen for their special competences and with regard for appropriate balance. This study was supported by Contract No. SES-0630359 between the National Acad- emy of Sciences and the National Science Foundation; by Contract No. 7275 with the William T. Grant Foundation; by Contract No. 2006-7875 with the William and Flora Hewlett Foundation; and by Contract No. 20070001 with the Spencer Foundation. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the views of the organizations or agencies that provided support for the project. International Standard Book Number-13: 978-0-309-26161-6 International Standard Book Number-10: 0-309-26161-9 Additional copies of this report are available from the National Academies Press, 500 Fifth Street, NW, Keck 360, Washington, DC 20001; (800) 624-6242 or (202) 334- 3313; http://www.nap.edu.
    [Show full text]
  • Report, Volume 9
    Report West Point Undergraduate Historical Review Volume 9 Spring 2019 Report West Point Undergraduate Historical Review Volume 9 Spring 2019 Report, 1 Report West Point Undergraduate Historical Review Volume 9, Spring 2019 Editors Daniel Berardino (2020) Editor-in-Chief Military History Helen Burleigh (2019) Assistant Editor International History Morgan Conrow (2019) American History Gregory Brookover (2020) Military History Andrew Carter (2020) Military History Mike Avallone (2020) American History Collin Keogh (2021) American History Brandi Braggs (2021) American History Cameron Hay (2021) American History Report, 2 Copyright and photocopying © 2019 Department of History United States Military Academy West Point, New York 10996 Acknowledgments The Editorial Board would like to thank the faculty of the History Department for their submission recommendations, all the students who submitted papers, and Captain Alexander Humes for his advice and guidance on historical scholarship. Without their help, Report would not have been possible. About The Review Report is a non-profit publication produced by undergraduate cadets at the United States Military Academy. It accepts and encourages submissions from undergraduates in the fall and spring. Reproduction in whole or in part without written permission is prohibited. On The Internet https://www.usma.edu/academics/academic- departments/history/history-journal Disclaimer The contents of Report, including words, images, and opinions, are unofficial and are not to be considered as the official views of the United States Military Academy, the United States Army, or the Department of Defense. Readers accept and agree to this disclaimer in the use of any information obtained from Report. Report, 3 Letter from The Editor Dear Reader, This year the Report editorial staff is pleased to present the spring edition of our journal.
    [Show full text]
  • Marketing & Public Relations Chair Sample Planning Timeline
    Marketing & Public Relations Chair Sample Planning Timeline Public Relations Timeline Conducting media relations surrounding your local Arthritis Foundation events is the perfect opportunity for your chapter to build relationships with local media. As you know, Walk to Cure Arthritis provides the opportunity to continue conversations with local media beyond a one-day event to a year-round conversation about the arthritis and the Arthritis Foundation mission to prevent and cure this debilitating disease. The following is a suggested timeline for implementing public relations efforts year-round. One Month After Event Begin developing a presentation that highlights this year’s results including number of attendees, money raised, etc. This will serve as an opportunity to follow-up with current sponsors and open the conversation for you to discuss opportunities to deepen your relationship throughout the year Work with appropriate volunteers and staff to identify and set up meetings with potential media sponsors and local companies Send thank you notes and results to any media who either attended or showed interest in this year’s event. This first contact will help keep the door open for interaction throughout the year Three Months After Event Meet with event chair and Arthritis Foundation staff to plan event awareness efforts. o Awareness Efforts to Consider: . Provide tip sheets to sponsors and local companies that can be sent to employees . Offer radio and TV stations health and wellness content to add to their website on a monthly, quarterly basis Send a note to your media contacts from the last event. Continually watch media for their stories so you can comment on an article or piece when you next contact them.
    [Show full text]
  • An Analysis of American Propaganda in World War II and the Vietnam War Connor Foley
    Bridgewater State University Virtual Commons - Bridgewater State University Honors Program Theses and Projects Undergraduate Honors Program 5-12-2015 An Analysis of American Propaganda in World War II and the Vietnam War Connor Foley Follow this and additional works at: http://vc.bridgew.edu/honors_proj Part of the Cultural History Commons, and the United States History Commons Recommended Citation Foley, Connor. (2015). An Analysis of American Propaganda in World War II and the Vietnam War. In BSU Honors Program Theses and Projects. Item 90. Available at: http://vc.bridgew.edu/honors_proj/90 Copyright © 2015 Connor Foley This item is available as part of Virtual Commons, the open-access institutional repository of Bridgewater State University, Bridgewater, Massachusetts. An Analysis of American Propaganda in World War II and the Vietnam War Connor Foley Submitted in Partial Completion of the Requirements for Commonwealth Honors in History Bridgewater State University May 12, 2015 Dr. Paul Rubinson, Thesis Director Dr. Leonid Heretz, Committee Member Dr. Thomas Nester, Committee Member Foley 1 Introduction The history of the United States is riddled with military engagements and warfare. From the inception of this country to the present day, the world knows the United States as a militaristic power. The 20th century was a particularly tumultuous time in which the United States participated in many military conflicts including World War I, World War II, the Korean War, the Vietnam War, the Persian Gulf War, and several other smaller or unofficial engagements. The use of propaganda acts as a common thread that ties all these military actions together. Countries rely on propaganda during wartime for a variety of reasons.
    [Show full text]
  • Meanings of Figures of Speech Used in Tourism Advertising Slogan Texts in the Internet
    PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI MEANINGS OF FIGURES OF SPEECH USED IN TOURISM ADVERTISING SLOGAN TEXTS IN THE INTERNET A THESIS Presented as a Partial Fulfillment of the Requirements to Obtain the Magister Humaniora (M. Hum.) Degree in English Language Studies SISKA BOCHARI Student Number: 096332020 THE GRADUATE PROGRAM IN ENGLISH LANGUAGE STUDIES SANATA DHARMA UNIVERSITY YOGYAKARTA 2011 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI iii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI STATEMENT OF ORIGINALITY This is to certify that all ideas, phrases, sentences, unless otherwise stated, are the ideas, phrases, and sentences of the thesis writer. The writer understands the full consequences including degree cancellation if she took somebody else's ideas, phrases, or sentences without proper references. Yogyakarta, 17 March 2011 SISKA BOCHARI iv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma: Nama : Siska Bochari Nomor Mahasiswa : 096332020 Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul: Meanings of Figures of Speech Used in Tourism Advertising Slogan Texts in the Internet beserta perangkat yang diperlukan. Dengan demikian saya memberikan hak kepada Perpustakaan Universitas Sanata Dharma untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk
    [Show full text]
  • FARA June 30, 2013
    U.S. Department of Justice . Washington, D.C. 20530 Report of the Attorney General to the Congress of the United States on the Administration of the . Foreign Agents Registration Act . of 1938, as amended, for the six months ending June 30, 2013 Report of the Attorney General to the Congress of the United States on the Administration of the Foreign Agents Registration Act of 1938, as amended, for the six months ending June 30, 2013 TABLE OF CONTENTS INTRODUCTION ................................................... 1-1 AFGHANISTAN......................................................1 ALBANIA..........................................................2 ALGERIA..........................................................3 ANGOLA...........................................................4 ANTIGUA & BARBUDA................................................6 ARUBA............................................................7 AUSTRALIA........................................................8 AUSTRIA..........................................................10 AZERBAIJAN.......................................................11 BAHAMAS..........................................................13 BAHRAIN..........................................................14 BANGLADESH.......................................................15 BARBADOS.........................................................16 BELGIUM..........................................................18 BERMUDA..........................................................19 BOSNIA-HERZEGOVINA...............................................21
    [Show full text]
  • Maximizing Media Relations Through a Better Understanding of the Public Relations - Journalist Relationship Dustin W
    University of Miami Scholarly Repository Open Access Dissertations Electronic Theses and Dissertations 2008-08-05 Maximizing Media Relations Through a Better Understanding of the Public Relations - Journalist Relationship Dustin W. Supa University of Miami, [email protected] Recommended Citation Supa, Dustin W., "Maximizing Media Relations Through a Better Understanding of the Public Relations - Journalist Relationship" (2008). Open Access Dissertations. Paper 144. http://scholarlyrepository.miami.edu/oa_dissertations/144 This Open access is brought to you for free and open access by the Electronic Theses and Dissertations at Scholarly Repository. It has been accepted for inclusion in Open Access Dissertations by an authorized administrator of Scholarly Repository. For more information, please contact [email protected]. UNIVERSITY OF MIAMI MAXIMIZING MEDIA RELATIONS THROUGH A BETTER UNDERSTANDING OF THE PUBLIC RELATIONS PRACTITIONER – JOURNALIST RELATIONSHIP By Dustin W. Supa A DISSERTATION Submitted to the Faculty of the University of Miami in partial fulfillment of the requirements for the degree of Doctor of Philosophy Coral Gables, Florida August 2008 UNIVERSITY OF MIAMI A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy MAXIMIZING MEDIA RELATIONS THROUGH A BETTER UNDERSTANDING OF THE PUBLIC RELATIONS PRACTITIONER – JOURNALIST RELATIONSHIP Dustin W. Supa Approved: ________________ _________________ Dr. Lynn M. Zoch Dr. Terri A. Scandura Associate Professor of Communication Dean of the Graduate School University of South Carolina ________________ _________________ Dr. Robert S. Hosmon Dr. Donn J. Tilson Vice Dean for Advancement and External Affairs Associate Professor School of Communication School of Communication ________________ Dr. Diane M. Millette Associate Professor School of Communication SUPA, DUSTIN W.
    [Show full text]
  • Psychological Operations Principles and Case Studies
    Psychological Operations Principles and Case Studies Editor Frank L. Goldstein, Col, USAF Co-editor Benjamin F. Findley, Jr., Col, USAFR Air University. Press Maxwell Air Force Base, Alabama September 1996 Library of Congress Cataloging-in-Publication Data Psychological operations : principles and case studies j editor, Frank L. Goldstein ; co-editor, Benjamin F. Findley. p. cm. At head of t.p. : AU Shield. "September 1996 ." 1. Psychological warfare-United States . 2. Psychological warfare-Case studies . 1. Goldstein, Frank L., 1945- . 11. Findley, Benjamin F. UB276.P82 1996 355 .3'434-dc20 96-22817 CIP ISBN 1-58566-016-7 Disclaimer This publication was produced in the Department of Defense school environment in the interest of academic freedom and the advancement of national defense-related concepts . The views expressed in this publication are those of the authors and do not reflect the official policy or position of the Department of Defense or the United States government. This publication has been reviewed by security and policy review authorities and is cleared for public release . For Sale by the Superintendent of Documents US Government Printing Office Washington, DC 20402 Contents Essay Page DISCLAIMER -------------------- ii FOREWORD . Lx PREFACE ______________________ xi PART I Nature and Scope of Psychological Operations (PSYOP) Introduction . 3 1 Psychological Operations : An Introduction Col Frank L. Goldstein, USAF Col Daniel W. Jacobowitz, USAF, Retired 2 Strategic Concepts for Military Operations . , 17 Col Fred W. Walker, USAF, Retired 3 No More Tactical Information Detachments: US Military Psychological Operations in Transition . 25 Col Alfred H. Paddock, Jr., USA, Retired 4 Blending Military and Civilian PSYOP Paradigms .
    [Show full text]
  • A Brief History of Propaganda During Conflict
    A Brief History of Propaganda During Conflict: Lessons for Counter-Terrorism Strategic Communications There is a tendency in scholarly and strategic-policy fields to see the ICCT Research Paper propaganda produced by groups like Islamic State and Al-Qaeda as June 2016 historically unheralded. As evidence, slickly produced communiques and a penchant for using social media are typically highlighted. This Author: narrow perspective, in placing the current phenomenon into an Haroro J. Ingram historical and thematic vacuum, infers that history has little to offer contemporary efforts to understand and confront extremist propaganda. This research paper explores the history of propaganda during conflict and draws out key lessons for improving counter- terrorism strategic communications. Overall, history suggests that a strategic communications campaign during conflict is more likely to succeed if it based on a multifaceted approach characterised by the deployment of a diversity of messages that leverage a variety of target audience motivations, uses all pertinent means of communication (not just the latest), and synchronises this messaging with strategic- policy/politico-military actions. DOI: 10.19165/2016.1.06 ISSN: 2468-0656 About the Author Haroro J. Ingram Dr. Haroro J. Ingram is an ICCT Associate Fellow from the Australian National University (Canberra). Ingram’s Australian Research Council funded research analyses the role of propaganda in the strategies of violent non-state political movements with the Afghan Taliban and Da’esh as major case studies. His research draws heavily on primary source materials, most of which is collected during periods of fieldwork in South Asia and the Middle East where he has interviewed current and former activists and fighters as well as civilians.
    [Show full text]