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Handbook of Public Relations
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Handbook of Public Relations

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Other Titles in:
Public Relations (Practice)

October 2000 | 816 pages | SAGE Publications, Inc
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`This handbook provides a comprehensive examination and review of the theory, academic research, and professional practices of the public relations discipline. Ninety leading scholars and practitioners from around the world provide insights into the historical and changing role of public relations in building relationships with "organizations, markets, audiences and publics".... The extensive bibliography includes more than 2000 references, some multidisciplinary, which serve to enhance understanding of public relations. The detailed index is user-friendly. A must for academic collections serving scholars, practitioners and students, upper-level undergraduate and graduate' - Choice

The Handbook of Public Relations is a comprehensive and detailed examination of the field, it synthesizes current literature and is divided into five sections: Part One defines the field, explaining the role of public relations in society; Part Two examines the state of the practice by looking at cutting-edge issues in management, ethics, gender, evaluation, public relations, education and media; Part Three challenges academics and practitioners to identify best practices; Part Four looks at the challenges raised by new communication technologies; Part Five takes a global view, examining theories in international public relations and the trends in practice that will shape the field in the coming years.

 
PART ONE: DEFINING THE DISCIPLINE
Robert L Heath
Introduction
Shifting Foundations: Public Relations as Relationship Building

 
James E Grunig
Two-Way Symmetrical Public Relations:
Past, Present and Future

 
Robert L Heath
A Rhetorical Enactment Rationale for Public Relations
The Good Organization Communicating Well

 
Kenneth Starck and Dean Kruckeberg
Public Relations and Community
A Reconstructed Theory Revisited

 
Greg Leichty and Ede Warner
Cultural Topoi
Implications for Public Relations

 
David McKie
Updating Public Relations
`New Science', Research Paradigms and Uneven Developments

 
Roy Leeper
In Search of a Metatheory for Public Relations
An Argument for Communitarianism

 
W Timothy Coombs
Interpersonal Communication and Public Relations
Jeffrey W Springston and Joann Keyton
Public Relations Field Dynamics
Shirley Leitch and David Neilson
Bringing Publics into Public Relations
New Theoretical Frameworks for Practice

 
Gabriel M Vasquez and Maureen Taylor
Research Perspectives on `The Public'
Matthew W Seeger, Timothy L Sellnow and Robert R Ulmer
Public Relations and Crisis Communication
Organizing and Chaos

 
George Cheney and Lars Thoger Christensen
Public Relations as Contested Terrain
A Critical Response

 
 
PART TWO: DEFINING THE PRACTICE
Robert L Heath
Introduction
The Dynamics of Change in Public Relations Practice

 
 
Dynamics of Change
Fritz Cropp and J David Pincus
The Mystery of Public Relations
Unraveling Its Past, Unmasking Its Future

 
James G Hutton
Defining the Relationship between Public Relations and Marketing
Public Relations' Most Important Challenge

 
Laurie J Wilson
Extending Strategic Planning to Communication Tactics
Magda Pieczka and Jacquie L'Etang
Public Relations and the Question of Professionalism
Elizabeth L Toth
How Feminist Theory Advanced the Practice of Public Relations
Michael G Parkinson, Daradirek Ekachai and Laurel Traynowicz Hetherington
Public Relations Law
Tom Watson
Integrating Planning and Evaluation
Evaluating the Public Relations Practice and Public Relations Programs

 
Beth Olson
Media Effects Research for Public Relations Practitioners
Kathleen S Kelly
Stewardship
The Fifth Step in the Public Relations Process

 
Michael F Smith and Denise P Ferguson
Activism
Kenneth D Plowman, William G Briggs and Yi-Hui Huang
Public Relations and Conflict Resolution
 
Organizational Legitimacy
James L Everett
Public Relations and the Ecology of Organizational Change
Maribeth S Metzler
The Centrality of Organizational Legitimacy to Public Relations Practice
Cornelius B Pratt
Issues Management
The Paradox of the 40-Year US Tobacco Wars

 
Mary Anne Moffitt
Utilizing the Collapse Model of Corporate Image for Campaign Message Design
 
Educating Practitioners
Gayle M Pohl and Dee Vandeventer
The Workplace, Undergraduate Education and Career Preparation
The Public Relations Academic and Practitioner Views

 
Bonita Dostal Neff
Accreditation
Is There Access to the Process for All Public Relations Academic Programs - If Desired?

 
John J Pauly and Liese L Hutchison
Case Studies and Their Use in Public Relations
 
Public Relations Ethics
Emma L Daugherty
Public Relations and Social Responsibility
Kenneth D Day, Qingwen Dong and Clark Robins
Public Relations Ethics
An Overview and Discussion of Issues for the 21st Century

 
Patricia A Curtin and Lois A Boynton
Ethics in Public Relations
Theory and Practice

 
Tanni Haas
Public Relations between Universality and Particularity
Towards a Moral-Philosophical Conception of Public Relations Ethics

 
Kathie A Leeper
The Measurement of Ethics
Instruments Applicable to Public Relations

 
 
PART THREE: IN SEARCH OF BEST PRACTICES
Robert L Heath
Introduction
Learning Best Practices from Experience and Research

 
 
Best Practices in Planning and Organization
H R Hutchins
A New Order for Public Relations
Goodbye Cost Center, Hello Profit Center

 
Catherine L Hinrichsen
Best Practices in the Public Relations Agency Business
Kirk Hallahan
Strategic Media Planning
Toward an Integrated Public Relations Media Model

 
Dean Kazoleas and Alan Wright
Improving Corporate and Organization Communications
A New Look at Developing and Implementing the Communication Audit

 
 
Best Practices in Crisis Communication
Kathleen Fearn-Banks
Crisis Communication
A Review of Some Best Practices

 
Bolanle A Olaniran and David E Williams
Anticipatory Model of Crisis Management
A Vigilant Response to Technological Crises

 
Keith Michael Hearit
Corporate Apologia
When an Organization Speaks in Defense of Itself

 
Gail F Baker
Race and Reputation
Restoring Image beyond the Crisis

 
 
Best Practices in Relationship Building
Laurie J Wilson
Relationships Within Communities
Public Relations for the New Century

 
John A Ledingham and Stephen D Bruning
Managing Community Relationships to Maximize Mutual Benefit
Doing Well by Doing Good

 
 
Best Practices in Educational Public Relations
Julie Kay Henderson
Educational Public Relations
Strength in Diversity

Barbara J DeSanto and R Brooks Garner
The Place of Public Relations in Higher Education Institutions

 
Nicholas C Neupauer
Sports Information Directing
A Plea for Helping an Unknown Field

 
 
Best Practices in Context
Lori Melton McKinnon, John C Tedesco and Tracy Lauder
Political Power through Public Relations
Tricia Hansen-Horn
Labor and Public Relations
The Unwritten Roles

 
Laurel Traynowicz Hetherington, Daradirek Ekachai and Michael G Parkinson
Public Relations in the Health Care Industry
 
PART FOUR: PUBLIC RELATIONS IN CYBERSPACE
Robert L Heath
Introduction
The Frontier of New Communication Technologies

 
Edward J Lordan
Cyberspin
The Use of New Technologies in Public Relations

 
Susanne Elizabeth Gaddis
Online Research Techniques for the Public Relations Practitioner
Jeffrey K Springston
Public Relations and New Media Technology
The Impact of the Internet

 
Zoraida R Cozier and Diane F Witmer
The Development of a Structuration Analysis of New Publics in an Electronic Environment
 
PART FIVE: GLOBALIZING PUBLIC RELATIONS
Robert L Heath
Introduction
Globalization: The Frontier of Multinationalism and Diversity

 
Maureen Taylor
International Public Relations
Opportunities and Challenges for the 21st Century

 
Robert I Wakefield
Effective Public Relations in the Multinational Organization
Doug Newsom, Judy VanSlyke Turk and Dean Kruckeberg
International Public Relations
A Focus on Pedagogy

 
Judy Motion and Shirley Leitch
New Zealand Perspectivess on Public Relations
Mark McElreath, Ni Chen, Lyudmila Azarova and Valeria Shadrova
The Development of Public Relations in China, Russia and the United States of America
David Miller and Philip Schlesinger
The Changing Shape of Public Relations in the European Union
Rise Jane Samra
Middle East Public Relations
A New Frontier in the United States

 

"This handbook provides a comprehensive examination and review of the theory, academic research, and professional practices of the public relations discipline. Ninety leading scholars and practitioners from around the world provide insights into the historical and changing role of public relations in building relationships with ‘organizations, markets, audiences, and publics’ . . . . The extensive bibliography includes more than 2000 references, some multidisciplinary, which serve to enhance understanding of public relations. The detailed index is user friendly. A must for academic collections serving scholars, practitioners and students, upper-level undergraduate and graduate"

CHOICE

The book appears to be an excellent and comprehensive handbook that addresses current and relevant key issues in the PR field. Although it arrived too late for current textbook adoption this semester, it is likely that this book will be adopted in the near future.

Dr Pamela Poe
Communication Dept, Manhattan College
January 19, 2010

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ISBN: 9780761912866
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