Public relations : the profession and the practice

433 Pages·2013·15.594 MB·English

by  Lattimore, Dan

Fourth
Fourth Edition
Edition
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Coverage of global markets, new technologies, multiculturalism, and
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the latest news about public relations in action make this dynamic text
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the cutting-edge choice for public relations courses. In a personal and
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jargon-free style, this text presents and explains the fundamental tools a
of public relations practice, providing a multi-disciplinary understanding t
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of the emerging trends within the field, with spotlights on people and o
issues of interest to students. n
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For the fourth edition, new material has been added on the latest
social, interactive media and its use by public relations. New cases
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and mini-cases look at Jet Blue, GM, Haagen Dazs, AFLAC, and “green h
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jobs.” End-of-chapter cases provide longer, more in-depth material and
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questions for student involvement and learning. A new appendix assists r
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students in creating video content and breaking broadcast barriers. f
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A website www.mhhe.com/lattimore4e is available with valuable i M
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resources such as practice quizzes for the student and an Instructor’s n D
Manual, Test Bank, and PowerPoint® slides for the instructor. & AL
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C
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Lattimore G
Y
Baskin E
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Dan Lattimore O
Heiman B
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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
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PUBLIC RELATIONS: THE PROFESSION AND THE PRACTICE, FOURTH EDITION
Published by McGraw-Hill, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue
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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
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All credits appearing on page or at the end of the book are considered to be an extension of the
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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
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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
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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
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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
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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
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■ 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
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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
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