Table Of Content✵
Public Relations Cases
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Public Relations Cases
NINTH EDITION
DARRELL C. HAYES
American University
JERRY A. HENDRIX
American University
PALLAVI D. KUMAR
American University
Australia•Brazil•Japan•Korea•Mexico•Singapore•Spain•UnitedKingdom•UnitedStates
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Brief Contents
PREFACE xvii
ABOUT THE AUTHOR xxi
PART I Solving Public Relations Problems 1
1 Public Relations in Action 3
2 A Public Relations Process 12
PART II Reaching Major Audiences 47
3 Media Relations 49
4 Social Media 92
5 Internal Communications 132
6 Community Relations 160
7 Public Affairs and Government Relations 193
8 Investor and Financial Relations 225
9 Consumer Relations 256
10 International Public Relations 280
11 Relations with Special Publics 312
PART III Emergency Public Relations 343
12 Crisis Communication 345
vv
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vi BRIEFCONTENTS
PART IV Integrated Marketing Communications 379
13 Integrated Marketing Communications 381
APPENDIX I: QUESTIONS FOR CLASS DISCUSSION
AND CASE ANALYSIS 411
APPENDIX II: PRSA MEMBER CODE OF ETHICS 2000 413
INDEX 421
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some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially
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✵
Contents
PREFACE xvii
ABOUT THE AUTHOR xxi
PART I Solving Public Relations Problems 1
1 Public Relations in Action 3
Process 3
Cases 5
New Technology 5
Ethics 7
The Overall Plan of This Book 10
Endnote 10
General Public Relations Readings 11
2 A Public Relations Process 12
Research 12
Client Research 12
Opportunity or Problem Research 14
Audience Research 14
Research Methods 22
Objectives 24
Output Objectives 25
Impact Objectives 27
Programming 29
vviiii
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some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially
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viii CONTENTS
Theme and Messages 30
Action(s) or Special Event(s) 30
Uncontrolled and Controlled Media 32
Effective Communication 36
Evaluation 41
Evaluating Informational Objectives 41
Evaluating Attitudinal Objectives 41
Evaluating Behavioral Objectives 42
Evaluating Output Objectives 42
Summary 43
Endnotes 44
Headings on the Public Relations Process 44
Research 44
Objectives 45
Programming 45
Evaluation 46
PART II Reaching Major Audiences 47
3 Media Relations 49
Research 49
Client Research 50
Opportunity or Problem Research 50
Audience Research 50
Objectives 52
Impact Objectives 52
Output Objectives 53
Programming 53
Theme and Messages 53
Action(s) or Special Event(s) 54
Uncontrolled Media 55
Controlled Media 58
Effective Communication 58
Evaluation 59
Evaluating Impact Objectives 59
Evaluating Output Objectives 60
Summary 60
Endnotes 61
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some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially
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