Cover

Contents

Preface

Section I: Defining the Discipline

Shifting Foundations: Public Relations as Relationship Building

Chapter 1 - Two-Way Symmetrical Public Relations: Past, Present, and Future

Chapter 2 - A Rhetorical Enactment Rationale for Public Relations: The Good Organization Communicating Well

Chapter 3 - Public Relations and Community: A Reconstructed Theory Revisited

Chapter 4 - Cultural Topoi: Implications for Public Relations

Chapter 5 - Updating Public Relations: "New Science," Research Paradigms, and Uneven Developments

Chapter 6 - In Search of a Metatheory for Public Relations: An Argument for Communitarianism

Chapter 7 - Interpersonal Communication and Public Relations

Chapter 8 - Public Relations Field Dynamics

Chapter 9 - Bringing Publics into Public Relations: New Theoretical Frameworks for Practice

Chapter 10 - Research Perspectives on "the Public"

Chapter 11 - Public Relations and Crisis Communication: Organizing and Chaos

Chapter 12 - Public Relations as Contested Terrain: A Critical Response

Section II: Defining the Practice

The Dynamics of Change in Public Relations Practice

Dynamics of Change

Chapter 13 - The Mystery of Public Relations: Unraveling its Past, Unmasking its Future

Chapter 14 - Defining the Relationship between Public Relations and Marketing: Public Relations' Most Important Challenge

Chapter 15 - Extending Strategic Planning to Communication Tactics

Chapter 16 - Public Relations and the Question of Professionalism

Chapter 17 - How Feminist Theory Advanced the Practice of Public Relations

Chapter 18 - Public Relations Law

Chapter 19 - Integrating Planning and Evaluation: Evaluating the Public Relations Practice and Public Relations Programs

Chapter 20 - Media Effects Research for Public Relations Practitioners

Chapter 21 - Stewardship: The Fifth Step in the Public Relations Process

Chapter 22 - Activism

Chapter 23 - Public Relations and Conflict Resolution

Organizational Legitimacy

Chapter 24 - Public Relations and the Ecology of Organizational Change

Chapter 25 - The Centrality of Organizational Legitimacy to Public Relations Practice

Chapter 26 - Issues Management: The Paradox of the 40-Year U.S. Tobacco Wars

Chapter 27 - Using the Collapse Model of Corporate Image for Campaign Message Design

Educating Practitioners

Chapter 28 - The Workplace, Undergraduate Education, and Career Preparation: The Public Relations Academic and Practitioner Views

Chapter 29 - Accreditation: Is There Access to the Process for all Public Relations Academic Programs—If Desired?

Chapter 30 - Case Studies and their Use in Public Relations

Public Relations Ethics

Chapter 31 - Public Relations and Social Responsibility

Chapter 32 - Public Relations Ethics: An Overview and Discussion of Issues for the 21 st Century

Chapter 33 - Ethics in Public Relations: Theory and Practice

Chapter 34 - Public Relations Between Universality and Particularity: Toward a Moral-Philosophical Conception of Public Relations Ethics

Chapter 35 - The Measurement of Ethics: Instruments Applicable to Public Relations

Section III: In Search of Best Practices

Learning Best Practices from Experience and Research

Best Practices in Planning and Organization

Chapter 36 - A New Order for Public Relations: Goodbye Cost Center, Hello Profit Center

Chapter 37 - Best Practices in the Public Relations Agency Business

Chapter 38 - Strategic Media Planning: Toward an Integrated Public Relations Media Model

Chapter 39 - Improving Corporate and Organization Communications: A New Look at Developing and Implementing the Communication Audit

Best Practices in Crisis Communication

Chapter 40 - Crisis Communication: A Review of Some Best Practices

Chapter 41 - Anticipatory Model of Crisis Management: A Vigilant Response to Technological Crises

Chapter 42 - Corporate Apologia: When an Organization Speaks in Defense of itself

Chapter 43 - Race and Reputation: Restoring Image Beyond the Crisis

Best Practices in Relationship Building

Chapter 44 - Relationships w.ithin Communities: Public Relations for the New Century

Chapter 45 - Managing Community Relationships to Maximize Mutual Benefit: Doing Well by Doing Good

Best Practices in Educational Public Relations

Chapter 46 - Educational Public Relations

Chapter 47 - Strength in Diversity: The Place of Public Relations in Higher Education Institutions

Chapter 48 - Sports Information Directing: A Plea for Helping an Unknown Field

Best Practices in Context

Chapter 49 - Political Power Through Public Relations

Chapter 50 - Labor and Public Relations: The Unwritten Roles

Chapter 51 - Public Relations in the Health Care Industry

Section IV: Public Relations in Cyberspace

The Frontier of New Communication Technologies

Chapter 52 - Cyberspin: The Use of New Technologies in Public Relations

Chapter 53 - On-Line Research Techniques for the Public Relations Practitioner

Chapter 54 - Public Relations and New Media Technology: The Impact of the Internet

Chapter 55 - The Development of a Structuration Analysis of New Publics in an Electronic Environment

Section V: Globalizing Public Relations

Globalization–The Frontier of Multinationalism and Cultural Diversity

Chapter 56 - International Public Relations: Opportunities and Challenges for the 21 st Century

Chapter 57 - Effective Public Relations in the Multinational Organization

Chapter 58 - International Public Relations: A Focus on Pedagogy

Chapter 59 - New Zealand Perspectives on Public Relations

Chapter 60 - The Development of Public Relations in China, Russia, and the United States

Chapter 61 - The Changing Shape of Public Relations in the European Union

Chapter 62 - Middle East Public Relations: A New Frontier in the United States

References

Index

About the Contributors