About the Authors Preface PART ONE: BACKGROUND CHAPTER 1: Public Relations and Persuasion Defining Public Relations A Brief History of Public Relations The Nature of Persuasion Characteristics of Legitimate Public Relations Campaigns Types of Persuasive Campaigns Service Learning and Student Projects Trends and Issues: Flack, Hype, and Spin Case Study 1-A: Johnson and Johnson''s Campaign for Nursing''s Future Chapter 1 Discussion Questions Glossary of Terms PART TWO: THE PUBLIC RELATIONS PROCESS CHAPTER 2: An Overview of the Public Relations Process The Three-Step Process The Written Proposal: Planning The Written Proposal: Implementation The Written Proposal: Evaluation The Last Step Trends and Issues: Communicating in a Crisis Case Study 2: When Crisis Strikes Campus: The Three-Step Process at Work Chapter 2 Discussion Questions Glossary of Terms CHAPTER 3: Planning: Background Research Preliminary Fact-Finding Identifying Priority Audiences Proposed Primary Research Methods and Research Objectives Writing the Background Research Summary Trends and Issues: Lifestyle Trends for the 21st Century Case Study 3: Values and Lifestyles: The Eight Types of Americans Tracking the Case: Conducting and Processing Background Research Chapter 3 Discussion Questions Glossary of Terms CHAPTER 4: Planning: Primary Research Primary Research Methods Qualitative Research Quantitative Research Integrity and Validity in Primary Research Trends and Issues: Associated Press Guidelines for Reporting Research Results Case Study 4-A: Lawyers Use Focus Groups to Design Trial Strategies Case Study 4-B: Field Observation and the Science of Shopping Case Study 4-C: How to Lie With Statistics Tracking the Case: Conducting and Processing Primary Research Chapter 4 Discussion Questions Glossary of Terms CHAPTER 5: Planning: Goals and Objectives, Messages and Themes, Channels and Strategies Goals and Objectives Messages and Themes Channels and Strategies Generalizations About Traditional Media Public Relations on the Internet Trends and Issues: News Values and Interests Case Study 5: The Dixie Chicks: Shut Up and Sing! Tracking the Case: Goals and Objectives, Messages and Themes, Strategies and Channels Chapter 5 Discussion Questions Glossary of Terms CHAPTER 6: Implementation: Traditional Media Channels Working With the News Media Institutional Advertising Donated Media Trends and Issues: The Future of the News Release: Does it Have One? Case Study 6: Two Controversies, Ten Years Apart Tracking the Case: Choosing Media Tactics Chapter 6 Discussion Questions Glossary of Terms CHAPTER 7: Implementation: Interactive Media Channels Electronic Mail The World Wide Web Social Media The Blogosphere Monitoring Cyberspace Trends and Issues: Writing for the Cyberspace Audience Case Study 7: We Are Marshall Tracking the Case: Interactive Media Channels Chapter 7 Discussion Questions Glossary of Terms CHAPTER 8: Implementation: Non-media Channels Events Social Responsibility and Philanthropy Programs Internal and Employee Communications Investor Relations Materials Marketing Activities In-Person Communication Inserts and Enclosures Miscellaneous Tactics Glossary of Terms Trends and Issues: Tips for the Newsletter Editor Case Study 8-A: Prudential''s Global Volunteer Day Case Study 8-B: Hobet Mining Promotes Community Relations Through Local Schools Tracking the Case: Choosing Non-Media Tactics Chapter 8 Discussion Questions Glossary of Terms CHAPTER 9: Implementation: Logistics Staffing Budgeting Timing Glossary of Terms Trends and Issues: Working With Volunteers Case Study 9: Memorial Events Help a University Deal With Tragedy Tracking the Case: Logistical Details Chapter 9 Discussion Questions Glossary of Terms CHAPTER 10: Evaluation The Importance of Evaluation The Difficulty of Evaluation The Evaluation Process Ongoing Evaluation Summative Evaluation Formative Evaluation Glossary of Terms Trends and Issues: With No Fear of Failure Case Study 10-A: Evaluative Research and the Travel and Hospitality Industry Case Study 10-B: Selling the Lottery in the Bible Belt Tracking the Case: Proposed Evaluation Plan Chapter 10 Discussion Questions Glossary of Terms PART THREE: PROFESSIONAL RESPONSIBILITY CHAPTER 11: Legal Considerations Individual Responsibility in Public Relations Public Relations and the First Amendment Funding of Government Communication Activities Public Relations Representatives as Lobbyists Legal Problems in Investor Relations Public Relations Materials and Libel Law Appropriation Intellectual Property Relationships with Clients Truth in Advertising Contests and Competitions Trends and Issues: Public Relations on Trial Case Study 11: Free Speech and Selling Shoes Chapter 11 Discussion Questions Glossary of Terms CHAPTER 12: Ethical Considerations General Principles What Professional Associations Say About Ethics What the Experts Say Public Relations Agencies and Unethical Practices A Condensed Version of the Professional Codes Glossary of Terms Trends and Issues: Hacks vs. Flacks Case Study 12-A: Hill and Knowlton and the United States Catholic Conference Case Study 12-B: The Wall Street Scandals That Changed America Case Study 12-C: Another Black Eye for FEMA Chapter 12 Discussion Questions Ethical Dilemma 1: The Golf Weekend Ethical Dilemma 2: Focus Groups and Date Rape Ethical Dilemma 3: Big Problems in Brookwood Ethical Dilemma 4: Get Your Can to the Game Glossary of Terms CHAPTER 13: International, Multicultural, and Gender Issues General Principles Respect for Cultural Differences Including Persons with Disabilities Paying Attention to Company Publications Monitoring Company Advertising Other Steps To Take Glossary of Terms Trends and Issues: Women in Public Relations Case Study 13-A: NAACP and the Television Networks Case Study 13-B: Ladies Need Not Apply Case Study 13-C: Watch Your Language! Chapter 13 Discussion Questions Glossary of Terms APPENDICES Appendix A: Sources/For Further Reading Appendix B: Internet Resources for Public Relations.