Handbook of Public Relations

Edited by:

Robert L. Heath - University of Houston, USA

Other Titles in:
Public Relations (Practice)

October 2000 | 816 pages | SAGE Publications, Inc

NEW IN PAPERBACK!

`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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