Discovering Public Relations

Höfundur: Karen Freberg (Útgáfa: 2)
Discovering Public Relations

Kaup valmöguleikar

Discovering Public Relations kynnir nemendum almannatengsl á hagnýtan hátt sem býr þá undir störf á nútíma vinnustað. Höfundurinn Karen Freberg dregur fram starfshætti samtímans í greininni, með áherslu á samfélagsmiðla, stafræn samskipti og skapandi nýsköpun. Hún bendir á að sköpunargáfan ein og sér tryggi ekki árangur og sýnir nemendum hvernig velja á og beita gagnreyndum aðferðum til að stýra herferðum.

Önnur útgáfa býr nemendur undir að verða öflugt fagfólk í almannatengslum með því að gefa þeim verkfæri til að hugsa skapandi, innleiða nýjungar og beita rannsóknastuddum aðferðum í árangursríkum herferðum.

Nánar um bókina

Útgefandi
SAGE Publications, Inc. (US)
ISBN
9781071878279
Print ISBN
9781071942406
Format
ePub
Útgáfa
2
Höfundar
Karen Freberg
Tungumál
English
Útgefið
2023-11-18
Prent takmörkun á líftíma
10
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Preface and Acknowledgments
  • About the Author
  • Part I Foundations
  • Chapter 1 An Introduction to Public Relations
  • What Is Public Relations?
  • We Identify Publics
  • We Focus on Stakeholders
  • We Manage Relationships Between Publics and Brands
  • What Do We Do as PR Professionals?
  • We Write
  • We Conduct Research
  • We Think Creatively
  • We Understand Business Practices
  • We Meet Emerging Expectations
  • How Do We Work With Professionals in Related Fields?
  • We Work With Journalism Professionals
  • We Work With Advertising Professionals
  • We Work With Marketing Professionals
  • How Is Today’s PR Field Looking to the Future?
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Chapter 2 Historical Contexts and Today’s Practices
  • How Do the Four PR Models Function?
  • 1. The Press Agentry and Publicity Model
  • 2. The Public Information Model
  • 3. The Two-Way Asymmetrical Communication Model
  • 4. The Two-Way Symmetrical Communication Model
  • Who Are the Notable Figures of Public Relations?
  • Historic Figures of Public Relations
  • Arthur W. Page and the Page Principles
  • Rex Harlow and the Public Relations Society of America (PRSA)
  • Betsy Plank and the Public Relations Student Society of America (PRSSA)
  • Inez Kaiser and Her Public Relations Firm
  • Contemporary Figures of Public Relations
  • Harold Burson
  • Richard Edelman
  • Barri Rafferty
  • Maha Abouelenein
  • Charlene Wheeless
  • Qualities of Today’s Leaders
  • The Four Models Today: What Can Recent Campaigns Teach Us?
  • 1. The Press Agentry and Publicity Model: Today
  • The Fyre Festival: An Audience Is Misled
  • The Red Bull Space Jump: An Extreme Event Pays Off
  • 2. The Public Information Model: Today
  • Serena Williams’s Retirement from Tennis
  • Unilever and Ben & Jerry’s
  • 3. The Two-Way Asymmetrical Model: Today
  • The Rise and Fall of Dan Price
  • 4. The Two-Way Symmetrical Model: Today
  • Kim Kardashian and Beats
  • Jax and Victoria’s Secret
  • Why Study PR Practices, Research, and Theories?
  • Our Practices
  • Our Research
  • Our Theories
  • Social Media: What Is Its Impact on Public Relations?
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Chapter 3 Ethics and the Law
  • What Are Ethics and Ethical Conduct?
  • Behaving Ethically, Avoiding Misconduct
  • Challenges to Ethical Practices
  • What Codes and Best Practices Do We Follow?
  • The Code of the Public Relations Society of America (PRSA)
  • The Codes of Other Organizations
  • The Arthur W. Page Center: The Page Principles
  • Other Codes of Ethics
  • Best Practices for Ethical and Legal PR Work
  • Ethical Dilemmas: What Can Recent Campaigns Teach Us?
  • Potential Situations
  • Recent Case Studies
  • Pros and Cons of Brands Using OpenAI
  • 5WPR and EverythingPR
  • Saudi Arabia and Edelman
  • Crumbl Cookie PR Branding and Marketing Lawsuit
  • Bell Pottinger: A Case Study in Inciting Social Unrest
  • What Legal Matters Do We Need to Know About?
  • Libel
  • Slander
  • Deception
  • Puffery
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Chapter 4 Diversity, Equity, Inclusion, and Belonging
  • What Do Diversity, Equity, Inclusion, and Belonging Mean?
  • Diversity
  • Equity
  • Inclusion
  • Belonging
  • The Differences Between Diversity, Equity, Inclusion, and Belonging
  • How Diverse, Equitable, and Inclusive Is Public Relations?
  • Concerns of Professional Organizations and Educators
  • Directives for Change
  • Leadership Must Be Diverse
  • Agencies and Brands Must Represent the Diversity of Their Audiences
  • The Field Must Offer More Opportunities to Feature Research, Perspectives, and Work From Diverse Audiences
  • Language Is a Key Factor in Setting the Stage for DEI&B
  • Hiring Practices Must Embrace Diversity, Equity, Inclusion, and Belonging
  • Content, Messaging, and Opportunities Must Be Accessible for All
  • We Need to Go Beyond the “Business Case” for Diversity
  • Agencies and Brands Must Implement Their Diversity Programs
  • What Benefits Do Diversity, Equity, Inclusion, and Belonging Bring to Public Relations?
  • The Benefits of Diversity and Inclusion: In the Workplace
  • A More Dynamic Work Environment
  • Greater Creativity and Improved Messaging
  • Better Collaboration, Problem-Solving, and Response to Challenges
  • The Benefits of Diversity and Inclusion: In Audience-Facing Communications
  • Audiences Are More Engaged by Inclusive Strategies
  • Audiences Respond to Diverse Campaigns
  • The Benefits of Diversity and Inclusion: For the General Public
  • A More Positive View of Public Relations, Greater Goodwill
  • An Influx of New Talent
  • Educating Audiences in New Industries
  • A Greater Focus on the Gender Pay Gap
  • Greater Representation of Women, People of Color, and More
  • What Best Practices Can Make Public Relations More Diverse, Equal, and Inclusive?
  • We Need to Implement Principles
  • Support
  • Leadership
  • Hiring Practices
  • Experiences
  • Perspectives
  • Actions
  • We Need to Implement Practices
  • Focus on Respect
  • Showcase Leaders in PR’s History From Different Perspectives
  • Teach and Promote Diverse and Multicultural Perspectives
  • Support Research in Diversity, Equity, Inclusion, and Belonging
  • Support Empathy in Leadership
  • Be Agile, Proactive, and Responsive to Change
  • Don’t Tell Me; Show Me Really What You Are Doing
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Chapter 5 Research and Evidence-Based Practices
  • What Is Research? How Does It Function in Public Relations?
  • Research Defined
  • The Role of Research in Public Relations
  • Research Informs Our Campaigns and Strategies
  • Research Is the Basis for Innovation
  • Research Is Central to the PR Models That Guide Our Work
  • What Are Evidence-Based Practices for Research?
  • Key Components of EBPs
  • Audience Segmentation
  • Demographics Help Us Identify and Understand Audiences
  • Psychographics Help Us Understand Audiences in More Depth
  • Personas Give Us Representative Sketches of Audiences
  • Outputs and Outcomes
  • Social and Digital Communications
  • Monitoring Allows Us to Report on Our Success
  • Listening Allows Us to Explore New Opportunities
  • What Research Methods Do We Use in Public Relations?
  • The Concepts of Reliability and Validity
  • Questions to Explore
  • Formal and Informal Research
  • Primary and Secondary Research
  • Qualitative, Quantitative, and Mixed Methods
  • Qualitative Research Allows Us to Discover How and Why Things Happen
  • Quantitative Research Allows Us to Explore Cause and Effect
  • Mixed-Methods Research Gives Us a Complete Picture of a Topic or Situation
  • Social, Digital, and Emerging Media Methods
  • Artificial Intelligence Tools for Research
  • Social Network Analysis (SNA)
  • Neuromarketing Research and Analysis
  • What Are Best Practices for Conducting, Evaluating, and Applying Research?
  • Best Practices
  • Obtaining Data and Other Challenges
  • Knowing Where to Find Sources
  • Agencies
  • Analytics Companies
  • Universities
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Chapter 6 Branding
  • How Do We Support Clients’ Brands in Public Relations?
  • Supporting a Brand for a Client
  • Examples of Clients’ Brands
  • Formula One Racing
  • Garrett’s Popcorn
  • Lego
  • Wegmans
  • Client Branding That Involves Personal Branding
  • JuJu Smith-Schuster’s Likeable Brand
  • Other Athletes on the Branding Field
  • MrBeast
  • How Do You Create Your Own Personal Brand?
  • Defining a Personal Brand
  • Examples of Personal Brands
  • Blake Lively
  • Zendaya
  • Remi Bader
  • Reese Witherspoon
  • Features of Personal Brands
  • Personal Brand Voice
  • Personal Brand Reputation
  • Alignment
  • Creating a Personal Brand
  • The Person in Control of Your Personal Brand Is You
  • Understand That Not Everyone Values a Personal Brand
  • Determine What Makes You “You”
  • Evaluate Your Own Expertise
  • Share Your Personality
  • Produce Quality Content and Stories
  • What Are Best Practices for Client and Personal Branding?
  • Best Practices
  • Things to Avoid
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Chapter 7 Writing for Public Relations
  • What Does It Mean to Write for Public Relations?
  • Writing Styles and Purposes
  • Persuasive Writing
  • Creative Messaging
  • Storytelling or Narrative Messaging
  • Real-Time Writing
  • Qualities of Effective Messaging
  • Consistency
  • Strong Voice
  • Authenticity
  • What Types of Writing Do PR Professionals Compose?
  • News and Press Releases
  • News Releases
  • Press Releases
  • Best Practices for Writing and Distributing News and Press Releases
  • Feature Stories
  • Best Practices for Writing Feature Stories
  • Pitches
  • Best Practices for Writing Pitches
  • Fact Sheets
  • Best Practices for Writing Fact Sheets
  • Infographics
  • Best Practices for Creating Infographics
  • PR Boxes and Media Kits
  • Parts of a Media Kit and PR Box
  • Best Practices for Creating Media Kits and PR Boxes
  • Websites, Blogs, and Social Media
  • Digital Media and Social Media
  • Blogs
  • Ideas for Writing Social Media Content
  • Best Practices for Writing Digital and Social Media Content
  • What Are Helpful Tools for Writing in Public Relations?
  • Artificial Intelligence Writing
  • Creating the Right Prompt
  • Brainstorming Ideas
  • Enhancing and Revising Content
  • Ethical Considerations for Working With AI Writing
  • Other Resources
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Part II Applications
  • Chapter 8 Strategic Campaigns
  • What Is a PR Campaign?
  • Conducting Research
  • Identifying Purpose and Audience
  • Planning
  • Developing Content and Persuading Audiences
  • Experimenting With Innovative Ideas
  • Evaluating Success
  • What Are the Models for Evaluating Campaigns?
  • The RACE and ROPE Models: Similarities
  • Conducting Research
  • Publics
  • Evaluating Success
  • The RACE and ROPE Models: Differences
  • Objectives and SMART Criteria
  • Strategies and Tactics
  • How Does the Strategic Model Benefit Campaigns?
  • The Parts and Steps of a Strategic Model
  • Creating a Background Research Section
  • Conducting an External or Environmental Scan
  • Creating a Client Overview
  • Asking Deeper Questions About Our Client
  • Writing a Situational Analysis
  • Writing a SWOT Analysis
  • Identifying Strengths
  • Identifying Weaknesses
  • Identifying Opportunities
  • Identifying Threats
  • Writing About Strategic Implications
  • Writing an Objectives Section
  • Writing an Audience and Messaging Section
  • Types of Audiences
  • Types of Messages
  • Writing a Strategies and Tactics Section
  • Gatorade’s Tribute to Serena Williams
  • NASA’s Community of Explorers
  • National Geographic x Hyundai for Outside Academy
  • Creating a Budget and Calendar Section
  • Writing a Measurement and Evaluation Section
  • Writing a Recommendation for the Future
  • How Does the PESO Model for Media Promote Campaigns?
  • Paid Media
  • Earned Media
  • Shared Media
  • Owned Media
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Chapter 9 Audiences and Relationship Management
  • How Do We Identify Audiences?
  • Identifying Audiences Through Segmentation
  • Using Categories for Segmenting Audiences
  • Identifying Audiences Based on Their Approach to Problems: Grunig’s Theory
  • Problem Recognition
  • Constraint Recognition
  • Level of Involvement
  • How Do We Interact With Traditional PR Audiences?
  • The Media
  • Employees
  • Vendors
  • Customers
  • Activists
  • Who Are Today’s Key Audiences?
  • Influencers: Celebrity, Mega, Micro, Nano, Pico, and Emerging
  • Creators: A Subset of Influencers
  • Influencers and Creators: Key Similarities and Differences
  • Dos and Don’ts for Working With Creators and Influencers
  • What Is Relationship Management?
  • Relationships in Public Relations: Personal, Emotional, and Cultural
  • Features of Managed Relationships
  • Types of Managed Relationships
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Chapter 10 Creative Content
  • How Do We Create and Strategize Creative Content?
  • Types of Content in Public Relations
  • Applying Insights From Marketing to Our Content
  • The Funnel and Flywheel Models
  • Media Platforms
  • Deploying Content Strategically
  • Primary and Secondary Messages
  • Best Practices for Creating a Message Strategy
  • What Types of Content Are Best for Different Channels?
  • Short, Long, and Slow Forms of Content
  • Content Types That Spark Conversations With Audiences
  • How Does Visual, Audio, and Multimedia Content Work?
  • Visual Content
  • Visual Formats
  • Integrating Visuals With Text
  • Social Media Content
  • The Pillar Approach
  • Emerging Apps and Platforms
  • Content for Augmented, Virtual, and Mixed Realities
  • Audio and Vocal Content
  • What Are Best Practices for Creating Content?
  • Strategic Best Practices
  • Best Practices for Generative AI Content
  • Best Practices for All Content Types
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Chapter 11 Crisis Communication
  • What Is a Crisis, and What Is Crisis Communication?
  • The Role of Public Relations in a Crisis
  • Defining Crisis Communication
  • What Are the Stages of a Crisis?
  • The Pre-Crisis Stage
  • Imagining Predictable and Unpredictable Types of Crises
  • Setting Up Your Digital War Room
  • Building Your Crisis Team
  • Training Your Crisis Team
  • Developing Message and Communication Response Templates
  • Enacting an Evergreen Listening and Monitoring Strategy
  • The Crisis Response Stage
  • The Post-Crisis Stage
  • What Message Strategies Are Effective in a Crisis?
  • Attack the Accuser
  • Case Study: Peloton
  • Denial
  • Case Study: NASCAR and Brandon Brown
  • Excuse
  • Case Study: Edelman
  • Justification
  • Case Study: Pabst Blue Ribbon
  • Ingratiation
  • Case Study: FAT Brands
  • Corrective Action
  • Case Study: Southwest Airlines
  • Full Apology
  • Case Study: Chrissy Teigen
  • What Are Best Practices for Working in Crisis Communication?
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Applied Discussion Questions
  • Activities
  • Chapter 12 Management and Business Acumen
  • What Do We Need to Succeed in a Business Setting?
  • An Understanding Beyond Common Myths
  • Myth 1: PR Students Do Not Need to Study Business
  • Myth 2: Business Lingo Is All We Need
  • Myth 3: Only Senior Leadership Needs to Carry Out Business Practices
  • Myth 4: PR Metrics and Business Metrics Are the Same
  • Business Literacy
  • An Understanding of Business Principles
  • Marketable Business and PR Skills
  • Business Education and Real Experience
  • Business Acumen
  • Business Skills and Knowledge Sets
  • New, Emerging Skills
  • Skills Related to Public, Government, and Nonprofit Sectors
  • Skills Related to Managers and Technicians
  • Business Acumen Skills and Knowledge Sets
  • Whom Do We Work With in the Business Setting?
  • Public Relations and Marketing
  • Public Relations and Sales
  • Public Relations and Advertising
  • Public Relations and Entrepreneurship: Working for Ourselves
  • The Entrepreneurial Approach
  • Public Relations and Human Resources
  • Public Relations and the C-Suite
  • Chief Executive Officer (CEO)
  • Chief Financial Officer (CFO)
  • Legal Counsel
  • Chief Operating Officer (COO)
  • Chief Marketing Officer (CMO)
  • Chief Communication Officer (CCO)
  • Chief Information Officer (CIO)
  • Chief Culture or People (CPO) Officer
  • Chief Diversity, Equity, and Inclusion Officer (CDEI)
  • What Common Goals Do We Pursue With Business and Management?
  • Corporate Social Responsibility Campaigns
  • Starbucks
  • Microsoft, charity: water, and Minecraft
  • Ambassador and Advocacy Programs
  • Ambassador Programs
  • Advocacy Programs
  • What Are Best Practices for Collaborating With Business and Management?
  • Key Areas of Collaboration With Management
  • Public Relations and a Data-Focused Approach
  • Public Relations and Crisis Expertise
  • Public Relations and Audience Analysis Expertise
  • Public Relations and Strategic Planning, Research, and Analysis
  • Contributing to Business Conversations
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Chapter 13 Measurement and Evaluation
  • Why Are Measurement and Evaluation Important?
  • Showing Value
  • Making Strategic Plans
  • Explaining How and Why We’ve Succeeded
  • What Types of Measurement and Evaluation Do We Use?
  • Output and Outcome Measurements
  • Sentiment and Exposure Analyses
  • An Analysis of the Deadpool 3 Launch
  • What Methods Do We Use for Measuring and Evaluating?
  • Surveys
  • Focus Groups
  • Attendance and Sales Records
  • Content Analysis
  • Communication Audits
  • Requests and Follow-Ups
  • Monitoring and Listening
  • What Metrics Do We Use to Evaluate a Campaign?
  • Yesterday’s Metrics
  • New Metrics: Analytics
  • Types of Analytics
  • Analytics Versus Analysis
  • Analytics Tools
  • Resources for Applying Metrics
  • HubSpot
  • Meltwater Academy
  • Google Analytics
  • Meta Blueprint
  • Brandwatch
  • Stukent
  • What Are Best Practices for Measurement and Evaluation?
  • Industry Standards
  • Standards: Public Relations Society of America (PRSA)
  • Framework: International Association for Measurement and Evaluation of Communication (AMEC)
  • Standards: The Barcelona Principles (AMEC)
  • Challenges of Measuring Success in Certain Areas of Public Relations
  • Timeless Tips for Measurement and Evaluation
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Chapter 14 Careers
  • What Skills and Experiences Do We Need to Work in Public Relations?
  • Skills and Literacies
  • Business Literacy
  • Creative Thinking
  • Critical Thinking
  • Data Analysis
  • Artificial Intelligence: Understanding and Application
  • Diversity, Equity, Inclusion, and Belonging (DEI&B) Literacy
  • Empathy
  • Media Savvy
  • Multimedia Composing Skills
  • Research Skills
  • Digital and Social Media Skills
  • Storytelling Skills
  • Writing Skills
  • Experience
  • Internships
  • Fellowships
  • Speaking and Presenting
  • Memberships in Professional Organizations
  • Personal Branding
  • What Types of Careers Does Public Relations Offer?
  • Traditional Roles and Job Titles
  • Intern (Pre–Entry Level)
  • Account Executive (Entry to Senior Level)
  • PR Coordinator (Entry Level)
  • Account Specialist (Mid-Level)
  • Account Director (Advanced Level)
  • Communication Manager (Entry to Senior Level)
  • Media Relations Specialist/Publicist (Entry to Senior Level)
  • Copywriter (Entry Level)
  • New and Emerging Roles and Job Titles
  • Content Creator (Entry to Senior Level)
  • Social Media Community Manager (Entry to Senior Level)
  • Influencer Relations Specialist (Entry to Senior Level)
  • Research and Social Media Analyst (Entry to Senior Level)
  • How Do We Decide Where to Work?
  • Understand Work Environments and Cultures
  • Explore Differences in Salaries
  • Be Aware of Organizational Structures—and Where Public Relations Happens
  • Consider Large Agencies
  • Look Into Boutique Agencies
  • Learn About Brands and Corporations
  • Check Out Nonprofit Organizations
  • Consider Politics, Sports, and Entertainment
  • Think About Small Businesses
  • Explore Freelance or Consultancy Options
  • Explore the Entrepreneurial Option
  • What Are Best Practices for Building a Career in Public Relations?
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Chapter 15 Specializations
  • Reputation Management: What Is It? How Is It Done?
  • The Focus of Reputation Management
  • Examples of Reputation Management
  • Lindsay Lohan
  • Nike
  • Best Practices for Working in Reputation Management
  • Influencer Marketing: What Is It? How Is It Done?
  • Examples of Influencer Marketing
  • GoPro and The Creative Summit
  • Taco Bell
  • Best Practices for Working in Influencer Marketing
  • Global Public Relations: What is It? How Is It Done?
  • The Focus of Global Public Relations
  • Examples of Global Public Relations
  • People Make Glasgow Campaign
  • Ryanair
  • Amarula and #DontLetThemDisappear
  • Best Practices for Conducting Global Public Relations
  • Social Media Public Relations: What Is It? How Is It Done?
  • The Focus of Social Media Public Relations
  • Social Media Public Relations and Data
  • Examples of Social Media Public Relations
  • Deadpool 3
  • McDonald’s and Emily in Paris
  • Best Practices for Social Media Public Relations
  • Entertainment and Sports Public Relations: What Is It? How Is It Done?
  • The Focus of Entertainment Public Relations
  • Examples of Entertainment Public Relations
  • Taylor Swift and Ticketmaster
  • The Rock
  • Pedro Pascal
  • The Focus of Sports Public Relations
  • Examples of Sports Public Relations
  • Roger Federer Retirement and Lionel Messi World Cup Win
  • Gritty, the Mascot
  • Hailey Van Lith and NIL
  • Best Practices for Entertainment and Sports Public Relations
  • Nonprofit Public Relations: What Is It? How Is It Done?
  • The Focus of Nonprofit Public Relations
  • Examples of Nonprofit Public Relations
  • GivingTuesday
  • The Creative Ladder
  • Best Practices for Nonprofit Public Relations
  • Politics Public Relations: What Is It? How Is It Done?
  • The Focus of Politics Public Relations
  • Examples of Politics Public Relations
  • The 2020 Presidential Election: Donald Trump and Joe Biden
  • United and Fort Wayne International Airport
  • Best Practices for Politics Public Relations
  • Summary
  • APR Exam
  • Key Terms
  • Discussion Questions
  • Activities
  • Part III Summary
  • Chapter 16 The Future
  • Where Are We Headed? What Are the Opportunities and Obstacles?
  • What Have We Learned So Far?
  • Case Studies Review: Southwest Airlines, Auntie Anne’s, and LEGO x Disney
  • Southwest Airlines
  • Auntie Anne’s
  • College Admissions Crisis
  • LEGO and Disney’s 100th Anniversary
  • Coverage Review: From an Introduction to Career Options
  • What Are Best Practices for Advancing Your Future?
  • Summary
  • Discussion Questions
  • Activities
  • Glossary
  • References
  • Index