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摘要
摘要
The Handbook of Public Relations is another in the series of communication handbooks which has distinguished SAGE Publications. Like its companion handbooks, it offers a comprehensive and detailed examination of the topic. It gives students, scholars, and practitioners a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationships between organizations, markets, audiences, and the public. The Handbook is divided into five sections. Section one defines the field, seeking to explain the role public relations play in society. Section two examines the state of the practice by delving into the cutting edge issues of management, ethics, gender, evaluation, public relations education, and media. Section three challenges academics and practitioners to identify the best practices that shape the daily activities of practitioners. Section four looks at the fascinating and daunting challenges the new communication technology pose for scholars and practitioners. Section five takes a global view, examining theories in international public relations as well as the trends in practice that will shape the field in the coming years. No other book in public relations is as comprehensive in its inclusion of authors and its coverage of academic research, theory, and best practices. Global in scope, the book's contributors comprise an academic "who's who" of the public relations discipline. The Handbook offers one-stop shopping for the best insights into the definition of the field of public relations, the practice, and best practices. It has substantial insights into the impact of new communication technologies and the global challenges of international public relations. A must-have reference for libraries and practitioners, the book also is ideal for upper level and graduate study of public relations.
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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 handbook is divided into five sections, each of which begins with an introductory overview: "Defining the Discipline" (12 chapters), covering shifting foundations of the discipline and public relations as relationship building; "Defining the Practice" (23 chapters), covering the dynamics of change in public relations practice, organizational legitimacy, education of practitioners, and public relations ethics; "In Search of Best Practices" (16 chapters), focusing on planning and organization, crisis communication, relationship building, and educational public relations; "Public Relations in Cyberspace" (4 chapters), covering the frontier of new communication technologies; and "Globalizing Public Relations" (7 chapters), addressing issues related to multinationalism and cultural diversity. The extensive bibliography includes more than 2,000 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. R. R. Attinson; emeritus, CUNY College of Staten Island
目录
Part 1 Defining the Discipline |
IntroductionRobert L Heath |
Shifting Foundations: Public Relations as Relationship Building |
Two-Way Symmetrical Public Relations:James E Grunig |
Past, Present and Future |
A Rhetorical Enactment Rationale for Public RelationsRobert L Heath |
The Good Organization Communicating Well |
Public Relations and CommunityKenneth Starck and Dean Kruckeberg |
A Reconstructed Theory Revisited |
Cultural TopoiGreg Leichty and Ede Warner |
Implications for Public Relations |
Updating Public RelationsDavid McKie |
'New Science', Research Paradigms and Uneven Developments |
In Search of a Metatheory for Public RelationsRoy Leeper |
An Argument for Communitarianism |
Interpersonal Communication and Public RelationsW Timothy Coombs |
Public Relations Field DynamicsJeffrey W Springston and Joann Keyton |
Bringing Publics into Public RelationsShirley Leitch and David Neilson |
New Theoretical Frameworks for Practice |
Research Perspectives on 'The Public'Gabriel M Vasquez and Maureen Taylor |
Public Relations and Crisis CommunicationMatthew W Seeger and Timothy L Sellnow and Robert R Ulmer |
Organizing and Chaos |
Public Relations as Contested TerrainGeorge Cheney and Lars Thoger Christensen |
A Critical Response |
Part 2 Defining the Practice |
IntroductionRobert L Heath |
The Dynamics of Change in Public Relations Practice |
Dynamics of Change |
The Mystery of Public RelationsFritz Cropp and J David Pincus |
Unraveling Its Past, Unmasking Its Future |
Defining the Relationship between Public Relations and MarketingJames G Hutton |
Public Relations' Most Important Challenge |
Extending Strategic Planning to Communication TacticsLaurie J Wilson |
Public Relations and the Question of ProfessionalismMagda Pieczka and Jacquie L'Etang |
How Feminist Theory Advanced the Practice of Public RelationsElizabeth L Toth |
Public Relations LawMichael G Parkinson and Daradirek Ekachai and Laurel Traynowicz Hetherington |
Integrating Planning and EvaluationTom Watson |
Evaluating the Public Relations Practice and Public Relations Programs |
Media Effects Research for Public Relations PractitionersBeth Olson |
StewardshipKathleen S Kelly |
The Fifth Step in the Public Relations Process |
ActivismMichael F Smith and Denise P Ferguson |
Public Relations and Conflict ResolutionKenneth D Plowman and William G Briggs and Yi-Hui Huang |
Organizational Legitimacy |
Public Relations and the Ecology of Organizational ChangeJames L Everett |
The Centrality of Organizational Legitimacy to Public Relations PracticeMaribeth S Metzler |
Issues ManagementCornelius B Pratt |
The Paradox of the 40-Year US Tobacco Wars |
Utilizing the Collapse Model of Corporate Image for Campaign Message DesignMary Anne Moffitt |
Educating Practitioners |
The Workplace, Undergraduate Education and Career PreparationGayle M Pohl and Dee Vandeventer |
The Public Relations Academic and Practitioner Views |
AccreditationBonita Dostal Neff |
Is There Access to the Process for All Public Relations Academic ProgramsIf Desired? |
Case Studies and Their Use in Public RelationsJohn J Pauly and Liese L Hutchison |
Public Relations Ethics |
Public Relations and Social ResponsibilityEmma L Daugherty |
Public Relations EthicsKenneth D Day and Qingwen Dong and Clark Robins |
An Overview and Discussion of Issues for the 21st Century |
Ethics in Public RelationsPatricia A Curtin and Lois A Boynton |
Theory and Practice |
Public Relations between Universality and ParticularityTanni Haas |
Towards a Moral-Philosophical Conception of Public Relations Ethics |
The Measurement of EthicsKathie A Leeper |
Instruments Applicable to Public Relations |
Part 3 In Search of Best Practices |
IntroductionRobert L Heath |
Learning Best Practices from Experience and Research |
Best Practices in Planning and Organization |
A New Order for Public RelationsH R Hutchins |
Goodbye Cost Center, Hello Profit Center |
Best Practices in the Public Relations Agency BusinessCatherine L Hinrichsen |
Strategic Media PlanningKirk Hallahan |
Toward an Integrated Public Relations Media Model |
Improving Corporate and Organization CommunicationsDean Kazoleas and Alan Wright |
A New Look at Developing and Implementing the Communication Audit |
Best Practices in Crisis Communication |
Crisis CommunicationKathleen Fearn-Banks |
A Review of Some Best Practices |
Anticipatory Model of Crisis ManagementBolanle A Olaniran and David E Williams |
A Vigilant Response to Technological Crises |
Corporate ApologiaKeith Michael Hearit |
When an Organization Speaks in Defense of Itself |
Race and ReputationGail F Baker |
Restoring Image beyond the Crisis |
Best Practices in Relationship Building |
Relationships Within CommunitiesLaurie J Wilson |
Public Relations for the New Century |
Managing Community Relationships to Maximize Mutual BenefitJohn A Ledingham and Stephen D Bruning |
Doing Well by Doing Good |
Best Practices in Educational Public Relations |
Educational Public RelationsJulie Kay Henderson |
Strength in DiversityBarbara J DeSanto and R Brooks Garner |
The Place of Public Relations in Higher Education Institutions |
Sports Information DirectingNicholas C Neupauer |
A Plea for Helping an Unknown Field |
Best Practices in Context |
Political Power through Public RelationsLori Melton McKinnon and John C Tedesco and Tracy Lauder |
Labor and Public RelationsTricia Hansen-Horn |
The Unwritten Roles |
Public Relations in the Health Care IndustryLaurel Traynowicz Hetherington and Daradirek Ekachai and Michael G Parkinson |
Part 4 Public Relations in Cyberspace |
IntroductionRobert L Heath |
The Frontier of New Communication Technologies |
CyberspinEdward J Lordan |
The Use of New Technologies in Public Relations |
Online Research Techniques for the Public Relations PractitionerSusanne Elizabeth Gaddis |
Public Relations and New Media TechnologyJeffrey K Springston |
The Impact of the Internet |
The Development of a Structuration Analysis of New Publics in an Electronic EnvironmentZoraida R Cozier and Diane F Witmer |
Part 5 Globalizing Public Relations |
IntroductionRobert L Heath |
Globalization: The Frontier of Multinationalism and Diversity |
International Public RelationsMaureen Taylor |
Opportunities and Challenges for the 21st Century |
Effective Public Relations in the Multinational OrganizationRobert I Wakefield |
International Public RelationsDoug Newsom and Judy VanSlyke Turk and Dean Kruckeberg |
A Focus on Pedagogy |
New Zealand Perspectivess on Public RelationsJudy Motion and Shirley Leitch |
The Development of Public Relations in China, Russia and the United States of AmericaMark McElreath and Ni Chen and Lyudmila Azarova and Valeria Shadrova |
The Changing Shape of Public Relations in the European UnionDavid Miller and Philip Schlesinger |
Middle East Public RelationsRise Jane Samra |
A New Frontier in the United States |