Handbook of Public Relations

PART ONE: DEFINING THE DISCIPLINE Introduction - Robert L Heath Shifting Foundations: Public Relations as Relationship Building Two-Way Symmetrical Public Relations: - James E Grunig Past, Present and Future A Rhetorical Enactment Rationale for Public Relations - Robert L Heath The Good Organization Communicating Well Public Relations and Community - Kenneth Starck and Dean Kruckeberg A Reconstructed Theory Revisited Cultural Topoi - Greg Leichty and Ede Warner Implications for Public Relations Updating Public Relations - David McKie New Science', Research Paradigms and Uneven Developments In Search of a Metatheory for Public Relations - Roy Leeper An Argument for Communitarianism Interpersonal Communication and Public Relations - W Timothy Coombs Public Relations Field Dynamics - Jeffrey W Springston and Joann Keyton Bringing Publics into Public Relations - Shirley Leitch and David Neilson New Theoretical Frameworks for Practice Research Perspectives on The Public' - Gabriel M Vasquez and Maureen Taylor Public Relations and Crisis Communication - Matthew W Seeger, Timothy L Sellnow and Robert R Ulmer Organizing and Chaos Public Relations as Contested Terrain - George Cheney and Lars Thoger Christensen A Critical Response PART TWO: DEFINING THE PRACTICE Introduction - Robert L Heath The Dynamics of Change in Public Relations Practice Dynamics of Change The Mystery of Public Relations - Fritz Cropp and J David Pincus Unraveling Its Past, Unmasking Its Future Defining the Relationship between Public Relations and Marketing - James G Hutton Public Relations' Most Important Challenge Extending Strategic Planning to Communication Tactics - Laurie J Wilson Public Relations and the Question of Professionalism - Magda Pieczka and Jacquie L'Etang How Feminist Theory Advanced the Practice of Public Relations - Elizabeth L Toth Public Relations Law - Michael G Parkinson, Daradirek Ekachai and Laurel Traynowicz Hetherington Integrating Planning and Evaluation - Tom Watson Evaluating the Public Relations Practice and Public Relations Programs Media Effects Research for Public Relations Practitioners - Beth Olson Stewardship - Kathleen S Kelly The Fifth Step in the Public Relations Process Activism - Michael F Smith and Denise P Ferguson Public Relations and Conflict Resolution - Kenneth D Plowman, William G Briggs and Yi-Hui Huang Organizational Legitimacy Public Relations and the Ecology of Organizational Change - James L Everett The Centrality of Organizational Legitimacy to Public Relations Practice - Maribeth S Metzler Issues Management - Cornelius B Pratt The Paradox of the 40-Year US Tobacco Wars Utilizing the Collapse Model of Corporate Image for Campaign Message Design - Mary Anne Moffitt Educating Practitioners The Workplace, Undergraduate Education and Career Preparation - Gayle M Pohl and Dee Vandeventer The Public Relations Academic and Practitioner Views Accreditation - Bonita Dostal Neff Is There Access to the Process for All Public Relations Academic Programs - If Desired? Case Studies and Their Use in Public Relations - John J Pauly and Liese L Hutchison Public Relations Ethics Public Relations and Social Responsibility - Emma L Daugherty Public Relations Ethics - Kenneth D Day, Qingwen Dong and Clark Robins An Overview and Discussion of Issues for the 21st Century Ethics in Public Relations - Patricia A Curtin and Lois A Boynton Theory and Practice Public Relations between Universality and Particularity - Tanni Haas Towards a Moral-Philosophical Conception of Public Relations Ethics The Measurement of Ethics - Kathie A Leeper Instruments Applicable to Public Relations PART THREE: IN SEARCH OF BEST PRACTICES Introduction - Robert L Heath Learning Best Practices from Experience and Research Best Practices in Planning and Organization A New Order for Public Relations - H R Hutchins Goodbye Cost Center, Hello Profit Center Best Practices in the Public Relations Agency Business - Catherine L Hinrichsen Strategic Media Planning - Kirk Hallahan Toward an Integrated Public Relations Media Model Improving Corporate and Organization Communications - Dean Kazoleas and Alan Wright A New Look at Developing and Implementing the Communication Audit Best Practices in Crisis Communication Crisis Communication - Kathleen Fearn-Banks A Review of Some Best Practices Anticipatory Model of Crisis Management - Bolanle A Olaniran and David E Williams A Vigilant Response to Technological Crises Corporate Apologia - Keith Michael Hearit When an Organization Speaks in Defense of Itself Race and Reputation - Gail F Baker Restoring Image beyond the Crisis Best Practices in Relationship Building Relationships Within Communities - Laurie J Wilson Public Relations for the New Century Managing Community Relationships to Maximize Mutual Benefit - John A Ledingham and Stephen D Bruning Doing Well by Doing Good Best Practices in Educational Public Relations Educational Public Relations - Julie Kay Henderson Strength in Diversity - Barbara J DeSanto and R Brooks Garner The Place of Public Relations in Higher Education Institutions Sports Information Directing - Nicholas C Neupauer A Plea for Helping an Unknown Field Best Practices in Context Political Power through Public Relations - Lori Melton McKinnon, John C Tedesco and Tracy Lauder Labor and Public Relations - Tricia Hansen-Horn The Unwritten Roles Public Relations in the Health Care Industry - Laurel Traynowicz Hetherington, Daradirek Ekachai and Michael G Parkinson PART FOUR: PUBLIC RELATIONS IN CYBERSPACE Introduction - Robert L Heath The Frontier of New Communication Technologies Cyberspin - Edward J Lordan The Use of New Technologies in Public Relations Online Research Techniques for the Public Relations Practitioner - Susanne Elizabeth Gaddis Public Relations and New Media Technology - Jeffrey K Springston The Impact of the Internet The Development of a Structuration Analysis of New Publics in an Electronic Environment - Zoraida R Cozier and Diane F Witmer PART FIVE: GLOBALIZING PUBLIC RELATIONS Introduction - Robert L Heath Globalization: The Frontier of Multinationalism and Diversity International Public Relations - Maureen Taylor Opportunities and Challenges for the 21st Century Effective Public Relations in the Multinational Organization - Robert I Wakefield International Public Relations - Doug Newsom, Judy VanSlyke Turk and Dean Kruckeberg A Focus on Pedagogy New Zealand Perspectivess on Public Relations - Judy Motion and Shirley Leitch The Development of Public Relations in China, Russia and the United States of America - Mark McElreath, Ni Chen, Lyudmila Azarova and Valeria Shadrova The Changing Shape of Public Relations in the European Union - David Miller and Philip Schlesinger Middle East Public Relations - Rise Jane Samra A New Frontier in the United States

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