Public relations : the profession and the practice PDF
Preview Public relations : the profession and the practice
Fourth Fourth Edition Edition P u b l i c Coverage of global markets, new technologies, multiculturalism, and R the latest news about public relations in action make this dynamic text e the cutting-edge choice for public relations courses. In a personal and l jargon-free style, this text presents and explains the fundamental tools a of public relations practice, providing a multi-disciplinary understanding t i of the emerging trends within the field, with spotlights on people and o issues of interest to students. n s For the fourth edition, new material has been added on the latest social, interactive media and its use by public relations. New cases T and mini-cases look at Jet Blue, GM, Haagen Dazs, AFLAC, and “green h e jobs.” End-of-chapter cases provide longer, more in-depth material and P questions for student involvement and learning. A new appendix assists r o students in creating video content and breaking broadcast barriers. f e s s A website www.mhhe.com/lattimore4e is available with valuable i M o D resources such as practice quizzes for the student and an Instructor’s n D Manual, Test Bank, and PowerPoint® slides for the instructor. & AL IM t h Public Relations 1 e 1 4 5 P 2 r 16 a 0 c 5 t /1 i 4 ce The Profession & the Practice /11 C Y A N M A Lattimore G Y Baskin E L Dan Lattimore O Heiman B L Toth A Otis Baskin C K Suzette T. Heiman Elizabeth L. Toth Public Relations The Profession and the Practice F O U R T H E D I T I O N D A N L AT T I M O R E O T I S B A S K I N S U Z E T T E T. H E I M A N E L I Z A B E T H L . T O T H TM llaatt1122005522__ffmm__ii--xxxx..iinndddd ii 55//2233//1111 44::3322 PPMM TM PUBLIC RELATIONS: THE PROFESSION AND THE PRACTICE, FOURTH EDITION Published by McGraw-Hill, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY 10020. Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. Previous editions © 2009, 2007 and 2004. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc., including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on acid-free paper. 1 2 3 4 5 6 7 8 9 0 RJE/RJE 1 0 9 8 7 6 5 4 3 2 1 ISBN 978-0-07-351205-1 MHID 0-07-351205-2 Vice President & Editor-in-Chief: Michael Ryan Vice-President & Director of Specialized Publishing: Janice M. Roerig-Blong Publisher: David Patterson Sponsoring Editor: Debra B. Hash Director of Marketing & Sales: Jennifer J. Lewis Senior Project Manager: Joyce Watters Design Coordinator: Brenda A. Rolwes Cover Design: Studio Montage, St. Louis, Missouri Cover Images: Marathon: © Jeff Greenberg/PhotoEdit, Inc.; Woman and Man Reviewing Brochure: © Rachel Epstein/PhotoEdit, Inc.; Mission Control: © 2010 Gatorade; Young Girl Using Facebook: © The McGraw-Hill Companies, Inc.; Protestors: © Laurie Volkmann. Buyer: Sherry L. Kane Media Project Manager: Sridevi Palani Compositor: MPS Limited, a Macmillan Company Typeface: 10/12 Minion Printer: R. R. Donnelley All credits appearing on page or at the end of the book are considered to be an extension of the copyright page. Library of Congress Cataloging-in-Publication Data Public relations : the profession and the practice / Dan Lattimore . . . [et al.]. — 4th ed. p. cm. Includes bibliographical references and index. ISBN 978-0-07-351205-1 (pbk. : acid-free paper) 1. Public relations. 2. Public relations—United States. I. Lattimore, Dan. HM1221.P82 2011 659.2—dc22 2011007646 www.mhhe.com llaatt1122005522__ffmm__ii--xxxx..iinndddd iiii 55//2233//1111 44::3322 PPMM Brief Contents Preface xiii About the Authors xviii PART ONE The Profession 1 1 The Nature of Public Relations 2 2 The History of Public Relations 24 3 A Theoretical Basis for Public Relations 50 4 Law and Ethics 70 PART TWO The Process 93 5 Research: Understanding Public Opinion 94 6 Strategic Planning for Public Relations Effectiveness 116 7 Action and Communication 134 8 Evaluating Public Relations Effectiveness 156 PART THREE The Publics 177 9 Social Media and Traditional Media Relations 178 10 Employee Communication 210 11 Community Relations 232 12 Consumer Relations and Marketing 260 13 Investor Relations 286 PART FOUR The Practice 305 14 Public Affairs: Relations with Government 306 15 Public Relations in Nonprofi t Organizations 326 16 Corporate Public Relations 350 Appendix 1: Writing A-1 ■ Appendix 2: Speechmaking A-9 ■ Appendix 3: Video A-15 iii llaatt1122005522__ffmm__ii--xxxx..iinndddd iiiiii 55//2233//1111 44::3322 PPMM llaatt1122005522__ffmm__ii--xxxx..iinndddd iivv 55//2233//1111 44::3322 PPMM Contents Preface xiii About the Authors xviii PART ONE The Profession 1 1 The Nature of Public THE CHANGING INSTITUTION OF PUBLIC Relations 2 RELATIONS 16 Rethinking Internal Communication 17 PREVIEW 3 Changing Organizational Structures and WHAT IS PUBLIC RELATIONS? 4 Settings 17 A Working Defi nition 4 THE SCOPE OF THE PUBLIC RELATIONS Public Relations Practitioners’ Work 4 INDUSTRY 19 ■ Spotlight 1.1: PRSA Offi cial Statement on A PROFILE OF PUBLIC RELATIONS Public Relations 5 PRACTITIONERS 20 DEVELOPING RELATIONSHIPS BASED ON Education 20 TWO-WAY COMMUNICATION 5 Salaries 20 INFLUENCING GROUPS, POLICIES, AND ■ Spotlight 1.2: Public Relations Student Society ISSUES 5 of America 21 THE PUBLICS IN PUBLIC RELATIONS 6 Age and Gender 21 USING COMMUNICATION SKILLS ■ Case Study: The Intern Assignment 22 EFFECTIVELY 7 SUMMAR Y 22 DISTINGUISHING PUBLIC RELATIONS FROM KEY TERMS 22 RELATED FIELDS 7 NOTES 23 PUBLIC RELATIONS PROFESSIONALS AT WORK 7 THE MANAGEMENT AND LEADERSHIP 2 The History of Public FUNCTIONS OF PUBLIC RELATIONS 10 Relations 24 Advancing Socially Responsible Behavior 10 Public Relations Leaders and Decision Making 10 PREVIEW 25 PUBLIC RELATIONS CHALLENGES 12 RHETORICIAN AND PRESS AGENT CRISIS COMMUNICATION 12 TRADITION 26 ■ Mini-Case 1.1: Crisis Management: Chinese American Antecedents to Public Relations 26 Toys Found to Be Fatal for Kids 13 Public Relations in a Young Nation 27 SOCIAL MEDIA 14 P. T. Barnum and Press Agentry 28 PUBLIC RELATIONS AND GLOBAL MARKETS 15 The Downside of Press Agentry 28 v llaatt1122005522__ffmm__ii--xxxx..iinndddd vv 55//2233//1111 44::3322 PPMM vi Contents JOURNALISTIC AND PUBLICITY TRADITION 28 ■ Spotlight 3.1: Pat Jackson’s Lasting Early Public Relations Consultants 29 Contribution to Public Relations 53 Not-for-Profi t Organizations and Social Situational Theory 54 Movements 31 ■ Spotlight 3.2: James E. Grunig 55 Early Corporate Communications THEORIES OF PERSUASION AND SOCIAL Departments 31 INFLUENCE 56 Early Government Public Relations 32 Social Exchange Theory 56 THE PERSUASIVE COMMUNICATION CAMPAIGN ■ Mini-Case 3.1: DaimlerChrysler: Road Ready TRADITION 32 Teens 57 The Creel Committee 32 Diffusion Theory 58 Edward Bernays 33 Social Learning Theory 58 RELATIONSHIP-BUILDING AND TWO-WAY THEORIES OF MASS COMMUNICATION 59 COMMUNICATION TRADITION 33 Uses and Gratifi cations Theory 59 Arthur Page 33 Framing Theory 59 The Depression and World War II 35 Agenda Setting Theory 60 Post–World War II 35 PUBLIC RELATIONS ROLES 60 ■ Spotlight 2.1: Public Relations ■ Spotlight 3.3: Theories Used in Public Pioneers 36 Relations 61 ■ Mini-Case 2.1: Carl Byoir and FDR 38 MODELS OF PUBLIC RELATIONS 62 Harold Burson 38 APPROACHES TO CONFLICT RESOLUTION 64 Moss Kendrix 39 ■ Case Study: Ben and Jerry’s “Hubby Hubby” ■ Spotlight 2.2: First Lady of Public Campaign 65 Relations 40 SUMMARY 66 Professionalization of the Field 40 KEY TERMS 67 New Stakeholder Groups 42 ■ Spotlight 2.3: Conceptual Traditions NOTES 67 in Public Relations 43 THE GLOBAL INFORMATION SOCIETY 43 The Internet to Social Media 44 4 Law and Ethics 70 Global Communication Demands 45 PREVIEW 71 Proliferating Communication THE LEGAL ENVIRONMENT 72 Channels 45 First Amendment Rights and Limits 72 ■ Case Study: Wreck on the Pennsylvania Railroad, 1906 45 ■ Mini-Case 4.1: Dealing with Cybersmearers 74 SUMMARY 47 Government Regulatory Agencies 77 KEY TERMS 47 General Business Regulations 78 NOTES 47 Legal Considerations Surrounding the Internet 80 Litigation Public Relations 80 3 A Theoretical Basis for Public THE ETHICAL ENVIRONMENT 81 Relations 50 ■ Spotlight 4.1: Emotional Intelligence in Public PREVIEW 51 Relations Practice 82 THEORY DEFINED 52 Ethics as Standards of Social Conduct 82 THEORIES OF RELATIONSHIPS 52 Individual Ethics 82 Systems Theory 52 Business Ethics 83 llaatt1122005522__ffmm__ii--xxxx..iinndddd vvii 55//2233//1111 44::3322 PPMM Contents vii Establishing Standards for a Developing ■ Spotlight 4.3: IABC Code of Ethics for Profession 85 Professional Communicators 89 The PRSA Code 85 ■ Case Study: JetBlue Faces Legal and ■ Spotlight 4.2: PRSA Code of Professional Ethical Dilemmas with Its Exiting Flight Standards for the Practice of Public Attendant 90 Relations 86 SUMMARY 91 The IABC Code 88 KEY TERMS 91 The Question of Licensure 88 NOTES 92 PART TWO The Process 93 5 Research: Understanding 6 Strategic Planning for Public Public Opinion 94 Relations Effectiveness 116 PREVIEW 95 PREVIEW 117 THE NEED FOR RESEARCH IN PUBLIC STRATEGIC PLANNING 118 RELATIONS 96 Integrating Case Study: Cedar Springs Community Integrating Case Study: Cedar Springs Community Hospital, Segment 2 118 Hospital, Segment 1 96 IMPORTANCE OF PLANNING 119 PROVING THE WORTH OF PUBLIC FUNDAMENTALS OF PUBLIC RELATIONS RELATIONS 98 PLANNING 120 Preliminary Research Techniques 99 ELEMENTS OF PLANNING 121 Formal, Scientifi c Research Techniques 103 Campaign Plans (Single Use) 121 ■ Mini-Case 5.1: Memphis Image Survey ■ Spotlight 6.1: The Rhode Island Department Summary 104 of Health Campaign Plan to Encourage Breast Collecting Formal Research Data 105 Cancer Screening 127 MEASURING PUBLIC OPINION 107 ■ Spotlight 6.2: Public Relations by Mass Opinion 108 Objectives 128 Public Opinion 108 Planning by Objectives 128 Identifying Publics 108 Standing Plans 128 Environmental Monitoring 109 ■ Mini-Case 6.1: The Inevitable Tragedy: NASA’s Emergency Planning 130 SPECIAL PUBLIC RELATIONS RESEARCH TECHNIQUES 109 ■ Case Study: Kodak Galleries 131 The Public Relations Audit 110 SUMMAR Y 132 Organizational Image Surveys 111 KEY TERMS 133 Communication Audits 111 NOTES 133 Usability Research 112 ■ Spotlight 5.1: Research Terms in Lay Language 113 7 Action and Communication 134 Social Audits 113 PREVIEW 135 ■ Case Study: University Blood Drive 114 PUBLIC RELATIONS IN ACTION 136 SUMMAR Y 114 Integrating Case Study: Cedar Springs Community KEY TERMS 115 Hospital, Segment 3 136 NOTES 115 Infl uencing Management Decisions 137 llaatt1122005522__ffmm__ii--xxxx..iinndddd vviiii 55//2233//1111 44::3322 PPMM viii Contents ■ Mini-Case 7.1: The Pepsi Hoax 138 TRADITIONAL EVALUATION 158 Diffusing Information 139 THE NEED FOR EVALUATION RESEARCH 159 Facilitating the Adoption Process 140 Integrating Case Study: Cedar Springs Community Designing the Public Relations Matrix 142 Hospital, Segment 4 160 THE PRACTITIONER AS A COMMUNICATOR 143 MEASURING THE WORTH OF PUBLIC RELATIONS EFFORTS 161 Principles of Effective Writing 143 ■ Spotlight 7.1: Tips for Effective Writing 144 ■ Mini-Case 8.1: The Importance of Evaluation 162 Media Selection 144 Measurements That Matter 162 ■ Spotlight 7.2: Internet Writing Guidelines 145 Measurement Strategies 163 Social Media and “Buzz” 145 Sources of Measurement Error 167 ■ Spotlight 7.3: 33 Guidelines for Effective Web CLOSED-SYSTEM EVALUATION 168 Sites Based upon Usability Research 146 Pretest/Posttest Design 168 HOW TO BE HEARD 149 Disadvantages of the Closed-System Attention (Selective Attention) 150 Method 169 Understanding (Selective Perception) 150 OPEN-SYSTEM EVALUATION 169 Retention and Action (Selective Retention and The Short-Term and Continuing Approaches 170 Action) 151 An Open-System Plan in Actual Practice 170 ■ Case Study: University Hospital 152 EVALUATING WORD-OF-MOUTH/SOCIAL SUMMAR Y 153 MEDIA 173 KEY TERMS 153 ■ Case Study: River City Symphony 174 NOTES 153 SUMMAR Y 175 KEY TERMS 175 8 Evaluating Public Relations NOTES 175 Effectiveness 156 PREVIEW 157 EVALUATION FOR PUBLIC RELATIONS PROGRAMS AND ACTIVITIES 158 PART THREE The Publics 177 9 Social Media and Traditional UNDERSTANDING THE MEDIA 185 Media Relations 178 TRADITIONAL MEDIA 186 Newspapers 186 PREVIEW 179 Newswires 186 MEDIA RELATIONS 180 Magazines 187 THE RELATIONSHIP BETWEEN JOURNALISTS AND Radio 187 PR PRACTITIONERS 181 Network, Cable, and Satellite ■ Mini-Case 9.1: Fatal Tiger Attack at San Television 187 Francisco Zoo 182 Online News Outlets 188 The Public Relations Practitioner’s View of the ■ Spotlight 9.1: Effective Media Relations in the Journalist 183 Blogosphere 189 Mutual Dependence 183 SOCIAL MEDIA 190 Media Catching 183 Social Networking 190 Building Positive Relationships 184 llaatt1122005522__ffmm__ii--xxxx..iinndddd vviiiiii 55//2233//1111 44::3322 PPMM Contents ix ■ Spotlight 9.2: Social Media Terms 191 SUMMAR Y 229 WORKING WITH THE MEDIA 192 KEY TERMS 230 Preparing to Meet the Media 192 NOTES 230 Dealing with the News Media 193 Research and Planning in Media Relations 193 11 Communit y Relations 232 COMMUNICATION TOOLS 194 News Releases 194 PREVIEW 233 Packaging and Distributing News Releases 198 THE IMPORTANCE OF COMMUNITY ■ Spotlight 9.3: Social Media Success 199 RELATIONS 234 Organizing Press or News Conferences 199 ■ Spotlight 11.1: Kodak’s Commitment to INCORPORATING ONLINE SOCIAL MEDIA Community During Transformation 236 TOOLS 201 THE COMMUNITY RELATIONS PROCESS 236 Wikis, Intranets, and Extranets 202 Determining Objectives 237 CRISIS COMMUNICATION 202 Knowing the Community 237 ■ Mini-Case 9.2: Katrina Reveals Good, Bad, Ugly Guidelines for Effective Community Relations of Media Relations 204 Programs 239 ■ Case Study: General Motors Goes Social with a Communicating with Communities 239 Financial Crisis 206 Channels of Communication 239 SUMMARY 207 SPECIFIC FUNCTIONS OF COMMUNITY RELATIONS 240 KEY TERMS 207 When an Organization Moves, Relocates, and NOTES 207 Closes 240 Criteria for Community Relations Activities 241 10 Employee Communication 210 Local Government and Political Action 242 Corporate Social Responsibility and PREVIEW 211 Philanthropy 242 ■ Mini-Case 10.1: Best Buy Employees Get the ■ Mini-Case 11.1: Thousands of Deloitte Job Done Their Way 213 Professionals Worldwide Take Part in IMPACT THE ROLE OF EMPLOYEE Day 246 COMMUNICATION 213 THE EMERGING CHALLENGE OF COMMUNITY THE CONCEPT OF ORGANIZATIONAL ACTIVISM 252 CULTURE 214 ■ Case Study: Love Is Respect: National Campaign Establishing Communication Policy 214 Offers Teenagers, Young Adults Support Against Organizational Change 215 Abuse on the Community Level 254 THE IMPORTANCE OF EMPLOYEE SUMMAR Y 257 COMMUNICATION 216 KEY TERMS 257 Special Employee Communication Situations 216 NOTES 257 THE MEDIA OF EMPLOYEE COMMUNICATION 219 Objectives of Internal Media 220 12 Consumer Relations and Starting Internal Media 221 Marketing 260 Controlling Internal Media 222 Occasional and Special Media 222 PREVIEW 261 ■ Spotlight 10.1: Must-Read Blogs for Employee CONSUMER RELATIONS BRIDGES THE Communicators 225 CORPORATION AND THE CONSUMER 262 ■ Case Study: Communicating with an Organization The Challenges of Consumer Relations 262 of Achievement Addicts 226 Know Your Consumer 263 llaatt1122005522__ffmm__ii--xxxx..iinndddd iixx 55//2233//1111 44::3322 PPMM
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