Actions for Public relations : strategies and tactics

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Public relations : strategies and tactics / Dennis L. Wilcox, School of Journalism & Mass Communications, San Jose State University, Glen T. Cameron, School of Journalism, University of Missouri, Bryan H. Reber, Grady College of Journalism & Mass Communications, University of Georgia

Author
Wilcox, Dennis L.
Published
Boston : Pearson, [2015]
Edition
Eleventh edition.
Physical Description
xxvi, 598 pages : color illustrations ; 27 cm
Additional Creators
Cameron, Glen T. and Reber, Bryan H.

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Contents
Machine generated contents note: pt. 1 Role -- ch. 1 What Is Public Relations? -- The Challenge of Public Relations -- A Global Industry -- A Definition of Public Relations -- Other Popular Names -- Stereotypes and Less Flattering Terms -- Public Relations as a Process -- The Diversity of Public Relations Work -- Public Relations vs. Journalism -- Public Relations vs. Advertising -- Public Relations vs. Marketing -- How Public Relations Supports Marketing -- Toward an Integrated Perspective -- A Career in Public Relations -- Essential Career Skills -- The Value of Internships -- Salaries in the Field -- The Value of Public Relations -- On the Job Insights: The Nature of Public Relations Work -- On the Job Insights: Is Apple's Decision to Build Macs in the United States a Publicity Stunt”r;? -- On the Job Ethics: Facebook's Attempt at Spin”r; Makes No Friends -- On the Job a Multicultural World: A Cuban Restaurant in Miami Celebrates Its 40th Anniversary -- On the Job Insights: Networking: The Key to Career Success -- On the Job Insights: Do You Have the Right Personality for a Career in Public Relations? -- On the Job Insights: How to Succeed in Public Relations -- On the Job Social Media in Action: Advertising Firm Hires Interns through a Twitter Campaign -- On the Job Insights: Can You Complete This Internship Application? -- On the Job Insights: Entry-Level Salaries in the Communications Field -- On the Job Insights: An Overview of Salaries in the Public Relations Field -- On the Job Insights: Looking for an Entry-Level Job in Public Relations? -- Summary -- Case Activity: Promoting Beef Jerky as a Healthy Snack -- Questions for Review and Discussion -- Media Resources -- ch. 2 The Evolution of Public Relations -- Early Beginnings -- The Middle Ages -- Colonial America -- The 1800s: The Golden Age of Press Agentry -- The Legacy of P. T. Barnum -- Promoting the Westward Movement -- Politics and Social Movements Take the Stage -- Early Corporate Initiatives -- 1900 to 1950: The Age of Pioneers -- Ivy Lee: The First Public Relations Counsel -- Edward L. Bernays: Father of Modern Public Relations -- Other Pioneers in the Field -- Major Contributions by Industrialists, Presidents -- 1950 to 2000: Public Relations Comes of Age -- The Influx of Women into the Field -- 2000 to the Present: Public Relations Enters the Digital Age -- Public Relations in the Next Five Years -- On the Job Insights: The Social Media of the Reformation -- On the Job a Multicultural World: The Beginnings of Public Relations in Other Nations -- On the Job Insights: Major Historical Themes over the Centuries -- On the Job Ethics: Was Ivy Lee Less than Honest? -- On the Job Insights: Four Classic Models of Public Relations -- PR Casebook: Classic Campaigns Show the Power of Public Relations -- On the Job Insights: A Multicultural World: Global Study Identifies Top Issues in Public Relations -- Summary -- Case Activity: It's Not Raining Men -- Questions for Review and Discussion -- Media Resources -- ch. 3 Ethics and Professionalism -- Understanding Ethics and Values -- The Ethical Advocate -- The Role of Professional Organizations -- The Public Relations Society of America (PRSA) -- The International Association of Business Communicators (IABC) -- The International Public Relations Association (IPRA) -- Other Groups -- Professional Codes of Conduct -- Codes for Specific Situations -- Other Steps toward Professionalism -- Changing Practitioner Mindsets -- A Standardized Curriculum -- Expanding Body of Knowledge -- Professional Accreditation -- Ethical Dealings with the News Media -- Gifts to Journalists -- Linking Ads with News Coverage -- Transparency and Disclosure Issues -- On the Job Insights: Use of Front Groups”r; Poses Ethical Concerns -- On the Job Insights: Global Standards for Professional Practice -- On the Job Insights: PRSA's Code of Ethics: Guidelines for Professional Practice -- On the Job Social Media in Action: Dealing Ethically with Consumer Review Sites -- On the Job Insights: Your Job: Ethics Counselor to Senior Management -- On the Job Ethics: The Ethical Dilemma of Being a Spokesperson -- On the Job a Multicultural World: Pay for Play”r; in China -- Summary -- Case Activity: Ethical Dilemmas in the Workplace -- Questions for Review and Discussion -- Media Resources -- ch. 4 Public Relations Departments and Firms -- Public Relations Departments -- Corporate Structure Shapes the Public Relations Role -- Organization of Departments -- Public Relations as a Staff Function -- Levels of Influence -- Cooperation with Other Staff Functions -- The Trend toward Outsourcing -- Public Relations Firms -- Services Provided by Firms -- Global Reach -- The Rise of Communication Conglomerates -- Structure of a Counseling Firm -- How Public Relations Firms Get Business -- Pros and Cons of Using a Public Relations Firm -- Fees and Charges -- On the Job Insights: So You Want to Make a Six-Figure Salary? -- On the Job a Multicultural World: IBM Has a Global Birthday Celebration -- On the Job Insights: Job Levels in Public Relations -- On the Job Insights: Wanted: A Public Relations Specialist -- PR Casebook: 7-Eleven Celebrates Its Birthday with 5 Million Free Slurpees -- On the Job Social Media in Action: Sterling Vineyards Finds the Perfect Host -- On the Job Insights: The Secret Life of Working in 3 Public Relations Firm -- On the Job Insights: American PR Firms Have Global Clients -- On the Job Insights: Top 10 Public Relations Firms -- On the Job Insights: Wanted: An Account Executive for a Public Relations Firm -- On the Job Insights: Kenya Looks for a Public Relations Firm -- On the Job Ethics: PR Firm Dropped by Wal-Mart for Ethical Lapse -- On the Job Insights: Your Choice: A Corporation or a PR Firm? -- Summary -- Case Activity: Planning a Career in Public Relations -- Questions for Review and Discussion -- Media Resources -- pt. 2 Process -- ch. 5 Research -- The Importance of Research -- Defining the Research Role -- Determining the Research Role and Scope Using Research -- A Variety of Research Techniques -- Secondary Research -- Online Databases -- The World Wide Web -- Qualitative Research -- Content Analysis -- Interviews -- Focus Groups -- Copy Testing -- Ethnographic Techniques -- Quantitative Research -- Random Sampling -- Sample Size -- Questionnaire Construction -- Carefully Consider Wording -- Avoid Loaded Questions -- Consider Timing and Context -- Avoid the Politically Correct Answer -- Give a Range of Possible Answers -- Use Scaled Answer Sets -- How to Reach Respondents -- Mailed Questionnaires -- Telephone Surveys -- Personal Interviews -- Omnibus or Piggyback Surveys -- Web and E-Mail Surveys -- Digital Analytics for Public Relations -- Web Analytics -- Social Media Monitoring Tools -- Social Media Participatory Research -- Web Analytics -- Social Media Monitoring Tools -- Social Media Participatory Research -- On the Job Social Media in Action: New Brunswick Targets Audiences Using Google Analytics -- On the Job a Multicultural World: Reaching a Diverse Audience about Electric Rates -- On the Job Ethics: Sex and Alcohol: The AMA's News Release -- On the Job Insights: Questionnaire Guidelines -- PR Casebook: Research Provides Foundation for Cookie Campaign -- Summary -- Case Activity: Conducting Research about Rumors in Real Time -- Questions for Review and Discussion -- Media Resources -- ch. 6 Program Planning -- The Value of Planning -- Approaches to Planning -- Management by Objective -- An Agency Planning Model -- Elements of a Program Plan -- Situation -- Objectives -- Audience -- Strategy -- Tactics -- Calendar/Timetable -- Budget -- Evaluation -- On the Job Insights: Social Media in Action -- PR Casebook: Chase Sapphire Serves Up Foodie Experiences -- On the Job Insights: A New Frontier for Strategy -- On the Job a Multicultural World: Latinas Don't Walk, They Strut: A Celebration of Latin Style -- On the Job Ethics: Grassroots Environmentalism: Conflict of Interest or a Win-Win? -- On the Job Insights: The Big Picture”r; of Program Planning -- Summary -- Case Activity: A Plan for Fair Trade Mojo -- Questions for Review and Discussion -- Media Resources -- ch. 7 Communication -- The Goals of Communication -- Implementing the Plan -- A Public Relations Perspective -- Receiving the Message -- Five Communication Elements -- The Importance of Two-Way Communication -- Paying Attention to the Message -- Some Theoretical Perspectives -- Other Attention-Getting Concepts -- Understanding the Message -- Effective Use of Language -- Writing for Clarity -- Believing the Message -- Remembering the Message -- Acting on the Message -- The Five-Stage Adoption Process -- The Time Factor -- How Decisions Are Influenced -- Word-of-Mouth Campaigns -- On the Job Social Media in Action: Nestle Gets Bruised in Social Media Fight with Greenpeace -- PR Casebook: Mobile on the John: A Public Relations Firm Scores a Royal Flush -- On the Job Insights: Hit Parade of Overused Words in News Releases -- On the Job Insights: Are Women Better Communicators Than Men? -- On the Job Insights: New and Improved Press Releases Still Achieve Communication Objectives -- On the Job Ethics: eWOM Poses Ethical Challenges -- Summary -- Case Activity: A New Campaign to Combat Heart Disease -- Questions for Review and Discussion -- Media Resources -- ch. 8 Evaluation -- The Purpose of Evaluation -- Objectives: A Prerequisite for Evaluation -- Current Status of Measurement and Evaluation -- Measurement of Production -- Measurement of Message Exposure -- Media Impressions -- Basic Web Analytics -- Advertising Value Equivalency (AVE) -- Systematic Tracking -- Requests and 800 Numbers -- Return on Investment (ROI) -- Measurement of Audience Awareness -- Measurement of Audience Attitudes -- Measurement of Audience Action -- Measurement of Supplemental Activities -- Communication Audits --, Contents note continued: Pilot Tests and Split Messages -- Meeting and Event Attendance -- Newsletter Readership -- On the Job Insights: Effectiveness Of Measurement Tools -- On the Job Insights: Measuring Effectiveness on the Web -- On the Job a Multicultural World: YouTube Videos Promote World Water Day -- On the Job Ethics: The New Math: Ad Rates versus News Coverage -- PR Casebook: Ketchum's Evaluation of the Double Tree CAREavan -- On the Job Social Media in Action: Chevy at SXSW: Event Success by the Numbers -- Summary -- Case Activity: Evaluating the Success of Tourism Promotion -- Questions for Review and Discussion -- Media Resources -- pt. 3 Strategy -- ch. 9 Public Opinion and Persuasion -- What Is Public Opinion? -- Opinion Leaders as Catalysts -- Types of Leaders -- The Flow of Opinion -- The Role of Mass Media -- Agenda-Setting Theory -- Media-Dependency Theory -- Framing Theory -- Conflict Theory -- The Dominant View of Public Relations -- Uses of Persuasion -- Persuasion in Negotiation -- Formulating Persuasive Messages -- Findings from Persuasion Research -- Factors in Persuasive Communication -- Audience Analysis -- Source Credibility -- Appeal to Self-interest -- Clarity of Message -- Timing and Context -- Audience Participation -- Suggestions for Action -- Content and Structure of Messages -- The Limits of Persuasion -- Lack of Message Penetration -- Competing Messages -- Self-Selection -- Self-Perception -- The Ethics of Persuasion -- On the Job: Pitt's Project -- On the Job Insights: The Life Cycle of Public Opinion -- On the Job Ethics: Framing Fracking: What Is the Truth? -- On the Job a Multicultural World: What Does It Mean to Be Authentic”r; around the World? -- PR Casebook: Gun Control Advocates and Opponents Work to Shape Public Opinion -- On the Job Insights: Six Principles of Persuasion -- Using Social Media and Blogs: Social Media in Action: Changing Nutrition Perceptions about McDonald's -- Summary -- Case Activity: Persuading People to Help Fund-Raise -- Questions for Review and Discussion -- Media Resources -- ch. 10 Conflict Management: Dealing with Issues, Risks, and Crises -- Strategic Conflict Management -- The Role of Public Relations in Managing Conflict -- It Depends---A System for Managing Conflict -- It Depends: Two Basic Principles -- A Matrix of Contingency Factors -- The Contingency Continuum -- The Conflict Management Life Cycle -- Proactive Phase -- Strategic Phase -- Reactive Phase -- Recovery Phase -- Processes for Managing the Life Cycle -- Issues Management -- Strategy Options -- Action Plan -- Evaluation -- Conflict Positioning and Risk Communication -- Variables Affecting Risk Perceptions -- Crisis Management -- What Is a Crisis? -- A Lack of Crisis Planning -- How to Communicate during a Crisis -- Strategies for Responding to Crises -- Reputation Management -- The Three Foundations of Reputation -- Image Restoration -- Deja Vu---All Over Again -- On the Job a Multicultural World: Managing Conflict: Benetton Balances Humanitarian and Business Ideals -- On the Job Insights: The Issues Management Process -- On the Job Social Media in Action: Social Media Plays Crucial Role after Tornado -- PR Casebook: Changing Corporate Culture Helps Toyota Turn the Corner -- Summary -- Case Activity: Unlikely Coalitions Fight New York over Soda Ban -- Questions for Review and Discussion -- Media Resources -- ch. 11 Reaching Diverse Audiences -- A Multicultural Nation -- Reaching Ethnic Audiences -- Hispanics -- African Americans -- Asian Americans -- Reaching Diverse Age Groups -- The Millennial Generation -- Teenagers -- Baby Boomers -- Seniors -- Gender/Lifestyle Audiences -- Women -- The LGBT Community -- Religious Groups -- The Disability Community -- On the Job Insights: Minorities Assure Obama's Election -- On the Job Social Media in Action: Pampers Makes Every Hispanic Baby Special -- On the Job a Multicultural World: Pepsi Sponsors Global Latin Music Concert -- On the Job Insights: Art Connects Cruise Ship Line with African Americans -- On the Job Insights: The Diversity of Education and Income -- On the Job Insights: Communicating with Multicultural Groups -- On the Job Social Media in Action: Potty Humor for Moms -- PR Casebook: Ben & Jerry's Celebrates Same-Sex Marriage -- On the Job Ethics: Lowe's Stumbles on Sponsorship of All-American Muslim -- Summary -- Case Activity: A Campaign to Increase Student Diversity -- Questions for Review and Discussion -- Media Resources -- ch. 12 Public Relations and the Law -- A Sampling of Legal Problems -- Libel and Defamation -- Avoiding Libel Suits -- The Fair Comment Defense -- Invasion of Privacy -- Employee Communication -- Photo Releases -- Product Publicity and Advertising -- Media Inquiries about Employees -- Copyright Law -- Fair Use versus Infringement -- Photography and Artwork -- The Rights of Freelance Writers -- Copyright Issues on the Internet -- Copyright Guidelines -- Trademark Law -- The Protection of Trademarks -- The Problem of Trademark Infringement -- Misappropriation of Personality -- Regulations by Government Agencies -- Federal Trade Commission -- Securities and Exchange Commission -- Federal Communications Commission -- Other Federal Regulatory Agencies -- The Food and Drug Administration -- Equal Employment Opportunity Commission -- Corporate Speech -- Nike's Free Speech Battle -- Employee Speech -- Employee E-Mail -- Surfing the Internet -- Employee Blogs -- Liability for Sponsored Events -- The Attorney/Public Relations Relationship -- On the Job a Multicultural World: MillerCoors Faces Controversy in a Long-Held Sponsorship -- On the Job Social Media in Action: The FTC Tackles Undisclosed Celebrity Social Media Endorsements -- On the Job Insights: Are Conversations Between Public Relations Pros and Their Clients Legally Protected? -- PR Casebook: Coca-Cola Fights Legal Battles on Regulatory and Consumer Fronts -- Summary -- Case Activity: Should Employees Social Media Activities Be Controlled? -- Questions for Review and Discussion -- Media Resources -- pt. 4 Tactics -- ch. 13 The Internet and Social Media -- The Internet: Pervasive in Our Lives -- The World Wide Web -- Making a Website Interactive -- Managing the Website -- Webcasts -- Podcasts -- Blogs: Everyone Is a Journalist -- Wikis: Saving Trees -- The Tsunami of Social Media -- Facebook: King of the Social Networks -- Twitter: Saying It in 144 Characters -- LinkedIn: The Professional Network -- YouTube: King of Video Clips -- Flickr and Instagram: Sharing Photos -- Pinterest -- The Rising Tide of Mobile-Enabled Content -- An Ocean of Apps -- Texting: Not Sexy but Pervasive -- On the Job Insights: Ways That Organizations Use Their Web sites -- On the Job Ethics: The Rules of Social Engagement -- On the Job Social Media in Action: Marriage Equality Symbol Goes Viral -- On the Job Insights: Some Misconceptions About Being a Social Media Manager -- On the Job Insights: Does Justin Bieber Really Have 37 Million Followers? -- PR Casebook: Social Media Fuel a Solar Decathlon -- On the Job a Multicultural World: Adidas, Singapore Campaigns Tap Social Media -- Summary -- Case Activity: A Social Media Campaign for Yogurt Program -- Questions for Review and Discussion -- Media Resources -- ch. 14 Preparing Materials for Mass Media -- The Importance of Mass Media -- The News Release -- Planning a News Release -- The Basic Online News Release -- The Multimedia News Release -- Publicity Photos and Infographics -- Infographics -- Media Kits -- Mat Releases -- Media Alerts and Fact Sheets -- Two Kinds of Fact Sheets -- The Art of Pitching a Story -- Tapping into Media Queries -- Distributing Media Materials -- Electronic News Services -- Online Newsrooms -- Media Interviews -- Preparing for an Interview -- The Print Interview -- News Conferences -- Planning and Conducting a News Conference -- Online News Conferences -- Media Tours and Press Parties -- Media Tours -- Press Parties -- On the Job a Multicultural World: Sensitivity Required for Global News Releases -- On the Job Ethics: The Blurring Line Between Earned”r; and Paid”r; Media -- On the Job Insights: Media Relations: How to Get a Date with a Reporter -- PR Casebook: A Successful Pitch Pays Dividends -- On the Job Insights: Working with Citizen”r; Journalists -- On the Job Social Media in Action: Samsung Smartphone Has Media's Number -- Summary -- Case Activity: Promoting the Opening of a New Library -- Questions for Review and Discussion -- Media Resources -- ch. 15 Radio and Television -- The Reach of Radio and Television -- Radio -- Audio News Releases -- Radio PSAs -- Radio Media Tours -- Television -- Video News Releases -- The New Normal”r;: B-Roll Packaging -- Television PSAs -- Satellite Media Tours -- News Feeds -- Guest Appearances -- Talk Shows -- Magazine Shows -- Pitching a Guest Appearance -- Product Placements -- Issues Placement -- DJs and Media-Sponsored Events -- On the Job a Multicultural World: Broadcast Media Has Large Hispanic Audience -- On the Job Insights: Radio PSAs Should Have Varying Lengths -- PR Casebook: Video PSA Warns About Use of Decorative Contact Lenses -- On the Job Insights: Guidelines for a Satellite Media Tour -- On the Job Ethics: Should Television Guests Reveal Their Sponsors? -- On the Job Social Media in Action: Brand Journalism Extends the Reach of Television -- Summary -- Case Activity: Getting Broadcast Time for Peanut Butter -- Questions for Review and Discussion -- Media Resources -- ch. 16 Meetings and Events -- A World Filled with Events -- Group Meetings -- Planning -- Registration -- Program -- Banquets -- Working with Catering Managers -- Logistics and Timing -- Receptions and Cocktail Parties -- Open Houses and Plant Tours -- Conventions -- Planning -- Program -- Trade Shows -- Exhibit Booths -- Hospitality Suites -- Pressrooms and Media Relations -- Promotional Events --, and Contents note continued: Using Celebrities to Attract Attendance -- Planning and Logistics -- On the Job Insights: A Job Listing for an Events Manager -- PR Casebook: Solid Promotional Strategy Makes Picasso a Hit in Seattle -- On the Job Insights: How to Plan a Meeting -- On the Job Insights: Making a Budget for a Banquet -- On the Job Insights: Asking the Right Questions After an Event -- On the Job Social Media in Action: Making Reservations on the Web -- On the Job a Multicultural World: Beer, Rum, Vibrators, and Garlic: The World of Promotional Events -- On the Job Insights: Corporate Sponsorships: Another Kind of Event -- Summary -- Case Activity: Plan an Event -- Questions for Review and Discussion -- Media Resources -- pt. 5 Application -- ch. 17 Corporations -- Today's Modern Corporation -- The Role of Public Relations -- Media Relations -- Customer Relations -- Reaching Diverse Markets -- Consumer Activism -- Consumer Boycotts -- Employee Relations -- Layoffs -- Investor Relations -- Marketing Communication -- Product Publicity -- Product Placement -- Cause-Related Marketing -- Corporate Sponsorships -- Viral Marketing -- Environmental Relations -- Corporate Philanthropy -- PR Casebook: Wal-mart Scandal Highlights Role of Investor Activists -- On the Job Insights: Study Finds Trust in Leaders Is Low -- On the Job Social Media in Practice: Duke Energy Uses Social Media to Tell Its Story -- On the Job Insights: Boycotts Come From All Directions -- On the Job Insights: Nudist Group Makes Pitch for Corporate Sponsors -- Summary -- Case Activity: A Corporate Wellness Campaign -- Questions for Review and Discussion -- Media Resources -- ch. 18 Entertainment, Sports, and Tourism -- A Major Part of the American Economy -- The Cult of Celebrity -- The Public's Fascination with Celebrities -- The Work of a Publicist -- The Business of Sports -- Community Relations -- The Tourism Industry -- Phases of Travel Promotion -- Appeals to Target Audiences -- Coping with Threats and Crises -- On the Job Social Media in Action: A Royal Birth Generates Record Coverage -- On the Job Insights: Wanted: A Press Coordinator for a Network -- On the Job Insights: How to Promote a Play -- On the Job Insights: The Super Bowl: An Economic Engine on Steroids -- On the Job a Multicultural World: Chinese Tourists Flood the World -- On the Job Insights: Fifty Shades of Travel Promotion -- On the Job Insights: How Many Freebies”r; to Accept? -- PR Casebook: Poop on the Deck: Carnival Cruise Line Has a Crisis -- Summary -- Case Activity: Promoting a Resort -- Questions for Review and Discussion -- Media Resources -- ch. 19 Politics and Government -- Government Organizations -- Basic Purposes of Government Public Relations -- The Federal Government -- The White House -- Congress -- Federal Agencies -- State Governments -- Local Governments -- The Case for Government Public Information and Public Affairs -- Government Relations by Corporations -- Lobbying -- Pitfalls of Lobbying -- Grassroots Lobbying -- Election Campaigns -- PR Casebook: Election Campaign Team Turns Policy Campaign Team After Obama's Re-Election -- On the Job Insights: Partnership”r; Stretches Federal Funds -- On the Job Social Media in Action: Centers for Disease Control and Prevention Get Help From Zombies -- On the Job Insights: Google Flexes Its Muscle in Washington -- On the Job Ethics: Student Loan Industry Engages In Aggressive”r; Lobbying -- Summary -- Case Activity: How Do You Communicate Proactively? -- Questions for Review and Discussion -- Media Resources -- ch. 20 Global Public Relations -- What Is Global Public Relations? -- Development in Other Nations -- International Corporate Public Relations -- The New Age of Global Marketing -- Language and Cultural Differences -- Foreign Corporations in the United States -- U.S. Corporations in Other Nations -- Public Relations by Governments -- American Public Diplomacy -- Opportunities in International Work -- On the Job a Multicultural World: Reaching Out to the Muslim World -- On the Job Insights: English Is the World's Dominant Language -- On the Job Insights: Traveling Abroad? How to Make a Good Impression -- On the Job Ethics: Would You Buy a T-Shirt Made in Bangladesh? -- PR Casebook: NGO Campaign Goes After Fishing Subsidies -- On the Job Social Media in Action: Wars and Conflict: Governments Enlist Social Media as a Weapon -- On the Job Insights: U.S. Firms Represent a Variety of Nations -- On the Job Insights: A CNN Report on Kazakhstan: News or Propaganda? -- On the Job Insights: China's Educational Outreach to the World -- Summary -- Case Activity: Promoting Tourism for Turkey -- Questions for Review and Discussion -- Media Resources -- ch. 21 Nonprofit, Health, and Education -- The Nonprofit Sector -- Competition, Conflict, and Cooperation -- Membership Organizations -- Professional Associations -- Trade Groups -- Labor Unions -- Chambers of Commerce -- Advocacy Groups -- Public Relations Tactics -- Social Service Organizations -- Foundations -- Cultural Groups -- Religious Groups -- Public Relations Tactics -- Health Organizations -- Hospitals -- Health Agencies -- Educational Organizations -- Colleges and Universities -- Key Publics -- Fund-Raising and Development -- Motivations fir Giving -- Fund-Raising Methods -- On the Job a Multicultural World: Global Strategic Communication Helps African Females Avoid Brutality -- On the Job Ethics: Chamber of Commerce Tempers Its Position on Global Climate Change -- On the Job Social Media in Action: Need Info about Sex?: Text a Question -- On the Job Insights: Universities Tap Alumni Through Social Media -- On the Job Insights: Charitable Donations Top $316 Billion -- On the Job Insights: A New Fund-Raising Technique: Crowdfunding -- Summary -- Case Activity: A Social Media Presence for Goodwill Industries -- Questions for Review and Discussion -- Media Resources.
Subject(s)
ISBN
9780205960644
0205960642
Bibliography Note
Includes bibliographical references (pages 570-577) and index.
View MARC record | catkey: 17952278