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Test bank for Public Relations Strategies and Tactics 11th Edition by Dennis L. Wilcox

Test bank for Public Relations Strategies and Tactics 11th Edition by Dennis L. Wilcox

Clearly explains the basic concepts, strategies, and tactics of today’s public relations practice

Public Relations: Strategies and Tactics uses real-world case studies and examples to explain the basic concepts and theory behind modern public relations practice. This comprehensive text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. The writing is geared to undergraduates, and many colorful charts and photos are used to enhance major concepts.

Table of Content

Title Page
Copyright Page
Acknowledgments
About the Authors
Contents
PART 1 Role
CHAPTER 1 What Is Public Relations?
The Challenge of Public Relations
Public Relations as a Process
A Career in Public Relations
ON THE JOB INSIGHTS: The Nature of Public Relations Work
ON THE JOB INSIGHTS: Is Apple’s Decision to Build Macs in the United States a “Publicity Stunt
ON THE JOB ETHICS: Facebook’s Attempt at “Spin” Makes no Friends
ON THE JOB A MULTICULTURAL WORLD: A Cuban Restaurant in Miami Celebrates Its 40th Anniversary
ON THE JOB INSIGHTS: Networking: The Key to Career Success
ON THE JOB INSIGHTS: Do You Have the Right Personality for a Career in Public Relations?
ON THE JOB INSIGHTS: How to Succeed in Public Relations
ON THE JOB SOCIAL MEDIA IN ACTION: Advertising Firm Hires Interns through a Twitter Campaign
ON THE JOB INSIGHTS: Can You complete This Internship Application?
ON THE JOB INSIGHTS: Entry-Level Salaries in the Communications Field
ON THE JOB INSIGHTS: An Overview of Salaries in the Public Relations Field
ON THE JOB INSIGHTS: Looking for an Entry-Level Job in Public Relations?
Summary
Case Activity: Promoting Beef Jerky as a Healthy Snack
Questions for Review and Discussion
Media Resources
CHAPTER 2 The Evolution of Public Relations
Early Beginnings
The 1800s: The Golden Age of Press Agentry
1900 to 1950: The Age of Pioneers
1950 to 2000: Public Relations Comes of Age
2000 to the Present: Public Relations Enters the Digital Age
ON THE JOB INSIGHTS: The Social Media of the Reformation
ON THE JOB A MULTICULTURAL WORLD: The Beginnings of Public Relations in Other Nations
ON THE JOB INSIGHTS: Major Historical Themes Over the Centuries
ON THE JOB ETHICS: Was Ivy Lee Less than Honest?
ON THE JOB INSIGHTS: Four Classic Models of Public Relations
PR CASEBOOK: Classic Campaigns Show the Power of Public Relations
ON THE JOB INSIGHTS: A Multicultural World: Global Study Identifies Top Issues in Public Relations
Summary
Case Activity: It’s Not Raining Men
Questions for Review and Discussion
Media Resources
CHAPTER 3 Ethics and Professionalism
Understanding Ethics and Values
The Role of Professional Organizations
Professional Codes of Conduct
Other Steps toward Professionalism
Ethical Dealings with the News Media
ON THE JOB INSIGHTS: Use of “Front Groups” Poses Ethical Concerns
ON THE JOB INSIGHTS: Global Standards for Professional Practice
ON THE JOB INSIGHTS: PRSA’s Code of Ethics: Guidelines for Professional Practice
ON THE JOB SOCIAL MEDIA IN ACTION: Dealing Ethically with Consumer Review Sites
ON THE JOB INSIGHTS: Your Job: Ethics Counselor to Senior Management
ON THE JOB ETHICS: The Ethical Dilemma of Being a Spokesperson
ON THE JOB A MULTICULTURAL WORLD: “Pay for Play” in China
Summary
Case Activity: Ethical Dilemmas in the Workplace
Questions for Review and Discussion
Media Resources
CHAPTER 4 Public Relations Departments and Firms
Public Relations Departments
Public Relations Firms
ON THE JOB INSIGHTS: So You Want to Make a Six-Figure Salary?
ON THE JOB A MULTICULTURAL WORLD: IBM Has a Global Birthday Celebration
ON THE JOB INSIGHTS: Job Levels in Public Relations
ON THE JOB INSIGHTS: Wanted: A Public Relations Specialist
PR CASEBOOK: 7-Eleven Celebrates Its Birthday with 5 Million Free Slurpees
ON THE JOB SOCIAL MEDIA IN ACTION: Sterling Vineyards Finds the Perfect Host
ON THE JOB INSIGHTS: The Secret Life of Working in a Public Relations Firm
ON THE JOB INSIGHTS: American PR Firms Have Global Clients
ON THE JOB INSIGHTS: Top 10 Public Relations Firms
ON THE JOB INSIGHTS: Wanted: An Account Executive for a Public Relations Firm
ON THE JOB INSIGHTS: Kenya Looks for a Public Relations Firm
ON THE JOB ETHICS: PR Firm Dropped by Wal-Mart for Bthical Lapse
ON THE JOB INSIGHTS: Your Choice: A Corporation or a PR Firm?
Summary
Case Activity: Planning a Career in Public Relations
Questions for Review and Discussion
Media Resources
PART 2 Process
CHAPTER 5 Research
The Importance of Research
Secondary Research
Qualitative Research
Quantitative Research
Questionnaire Construction
How to Reach Respondents
Digital Analytics for Public Relations
Web Analytics
Social Media Monitoring Tools
Social Media Participatory Research
ON THE JOB SOCIAL MEDIA IN ACTION: New Brunswick Targets Audiences Using Google Analytics
ON THE JOB A MULTICULTURAL WORLD: Reaching a Diverse Audience about Electric Rates
ON THE JOB ETHICS: Sex and Alcohol: The AMA’s News Release
ON THE JOB INSIGHTS: Questionnaire Guidelines
PR CASEBOOK: Research Provides Foundation for Cookie Campaign
Summary
Case Activity: Conducting Research About Rumors in Real Time
Questions for Review and Discussion
Media Resources
CHAPTER 6 Program Planning
The Value of Planning
Approaches to Planning
Elements of a Program Plan
ON THE JOB INSIGHTS: Social Media in Action
PR CASEBOOK: Chase Sapphire Serves Up Foodie Experiences
ON THE JOB INSIGHTS: A New Frontier for Strategy
ON THE JOB A MULTICULTURAL WORLD: Latinas Don’t Walk, They Strut: A Celebration of Latin Style
ON THE JOB ETHICS: Grassroots Environmentalism: Conflict of Interest or a Win-Win?
ON THE JOB INSIGHTS: The “Big Picture” of Program Planning
Summary
Case Activity: A Plan for Fair Trade Mojo
Questions for Review and Discussion
Media Resources
CHAPTER 7 Communication
The Goals of Communication
Receiving the Message
Paying Attention to the Message
Understanding the Message
Believing the Message
Remembering the Message
Acting on the Message
ON THE JOB SOCIAL MEDIA IN ACTION: Nestlé Gets Bruised in Social Media Fight with Greenpeace
PR CASEBOOK: Mobile on the John: A Public Relations Firm Scores a Royal Flush
ON THE JOB INSIGHTS: Hit Parade of Overused Words in News Releases
ON THE JOB INSIGHTS: Are Women Better Communicators Than Men?
ON THE JOB INSIGHTS: New and Improved Press Releases Still Achieve Communication Objectives
ON THE JOB ETHICS: eWOM Poses Ethical Challenges
Summary
Case Activity: A New Campaign to Combat Heart Disease
Questions for Review and Discussion
Media Resources
CHAPTER 8 Evaluation
The Purpose of Evaluation
Objectives: A Prerequisite for Evaluation
Current Status of Measurement and Evaluation
Measurement of Production
Measurement of Message Exposure
Measurement of Audience Awareness
Measurement of Audience Attitudes
Measurement of Audience Action
Measurement of Supplemental Activities
ON THE JOB INSIGHTS: Effectiveness of Measurement Tools
ON THE JOB INSIGHTS: Measuring Effectiveness on the Web
ON THE JOB A MULTICULTURAL WORLD: YouTube Videos Promote World Water Day
ON THE JOB ETHICS: The New Math: Ad Rates versus News Coverage
PR CASEBOOK: Ketchum’s Evaluation of the DoubleTree CAREavan
ON THE JOB SOCIAL MEDIA IN ACTION: Chevy at SXSW: Event Success by the Numbers
Summary
Case Activity: Evaluating the Success of Tourism Promotion
Questions for Review and Discussion
Media Resources
PART 3 Strategy
CHAPTER 9 Public Opinion and Persuasion
What Is Public Opinion?
Opinion Leaders as Catalysts
The Role of Mass Media
The Dominant View of Public Relations
Factors in Persuasive Communication
The Limits of Persuasion
The Ethics of Persuasion
ON THE JOB: Pitt’s Project
ON THE JOB INSIGHTS: The Life Cycle of Public Opinion
ON THE JOB ETHICS: Framing Fracking: What is the Truth?
ON THE JOB A MULTICULTURAL WORLD: What Does It Mean to “Be Authentic” around the World?
PR CASEBOOK: Gun Control Advocates and Opponents Work to Shape Public Opinion
ON THE JOB INSIGHTS: Six Principles of Persuasion
USING SOCIAL MEDIA And BLOGS: SOCIAl MEDIA IN ACTION: Changing Nutrition Perceptions about Mcdonald
Summary
Case Activity: Persuading People to Help Fund-Raise
Questions for Review and Discussion
Media Resources
CHAPTER 10 Conflict Management: Dealing with Issues, Risks, and Crises
Strategic Conflict Management
The Role of Public Relations in Managing Conflict
It Depends—A System for Managing Conflict
It Depends: Two Basic Principles
The Conflict Management Life Cycle
Processes for Managing the Life Cycle
Issues Management
Conflict Positioning and Risk Communication
Crisis Management
Reputation Management
ON THE JOB A MULTICULTURAL WORLD: Managing Conflict: Benetton Balances Humanitarian and Business Ide
ON THE JOB INSIGHTS: The Issues Management Process
ON THE JOB SOCIAL MEDIA IN ACTION: Social Media Plays Crucial Role after Tornado
PR CASEBOOK: Changing Corporate Culture Helps Toyota Turn the Corner
Summary
Case Activity: Unlikely Coalitions Fight New York over Soda Ban
Questions for Review and Discussion
Media Resources
CHAPTER 11 Reaching Diverse Audiences
A Multicultural Nation
Reaching Ethnic Audiences
Reaching Diverse Age Groups
Gender/Lifestyle Audiences
ON THE JOB INSIGHTS: Minorities Assure Obama’s Election
ON THE JOB SOCIAL MEDIA IN ACTION: Pampers Makes Every Hispanic Baby Special
ON THE JOB A MULTICULTURAL WORLD: Pepsi Sponsors Global Latin Music Concert
ON THE JOB INSIGHTS: Art Connects Cruise Ship Line with African Americans
ON THE JOB INSIGHTS: The Diversity of Education and Income
ON THE JOB INSIGHTS: Communicating with Multicultural Groups
ON THE JOB SOCIAL MEDIA IN ACTION: Potty Humor for Moms
PR CASEBOOK: Ben & Jerry’s Celebrates Same-Sex Marriage
ON THE JOB ETHICS: Lowe’s Stumbles on Sponsorship of All-American Muslim
Summary
Case Activity: A campaign to Increase Student Diversity
Questions for Review and Discussion
Media Resources
CHAPTER 12 Public Relations and the Law
A Sampling of Legal Problems
Libel and Defamation
Invasion of Privacy
Copyright Law
Trademark Law
Regulations by Government Agencies
Other Federal Regulatory Agencies
Corporate Speech
Employee Speech
Liability for Sponsored Events
The Attorney/Public Relations Relationship
ON THE JOB A MULTICULTURAL WORLD: Millercoors Faces Controversy in a Long-Held Sponsorship
ON THE JOB SOCIAL MEDIA IN ACTION: The FTC Tackles Undisclosed Celebrity Social Media Endorsements
ON THE JOB INSIGHTS: Are Conversations Between Public Relations Pros and Their Clients Legally Prote
PR CASEBOOK: Coca-Cola Fights Legal Battles on Regulatory and Consumer Fronts
Summary
Case Activity: Should Employees’ Social Media Activities Be Controlled?
Questions for Review and Discussion
Media Resources
PART 4 Tactics
CHAPTER 13 The Internet and Social Media
The Internet: Pervasive in Our Lives
The World Wide Web
The Tsunami of Social Media
The Rising Tide of Mobile-Enabled Content
ON THE JOB INSIGHTS: Ways That Organizations Use Their Websites
ON THE JOB ETHICS: The Rules of Social Engagement
ON THE JOB SOCIAL MEDIA IN ACTION: Marriage Equality Symbol Goes Viral
ON THE JOB INSIGHTS: Some Misconceptions About Being a Social Media Manager
ON THE JOB INSIGHTS: Does Justin Bieber Really Have 37 Million Followers?
PR CASEBOOK: Social Media Fuel a Solar Decathlon
ON THE JOB A MULTICULTURAL WORLD: Adidas, Singapore Campaigns Tap Social Media
Summary
Case Activity: A Social Media Campaign for Yogurt Program
Questions for Review and Discussion
Media Resources
CHAPTER 14 Preparing Materials for Mass Media
The Importance of Mass Media
The News Release
Publicity Photos and Infographics
Media Kits
Mat Releases
Media Alerts and Fact Sheets
The Art of Pitching a Story
Distributing Media Materials
Media Interviews
News Conferences
Media Tours and Press Parties
ON THE JOB A MULTICULTURAL WORLD: Sensitivity Required for Global News Releases
ON THE JOB ETHICS: The Blurring Line Between “Earned” and “Paid” Media
ON THE JOB INSIGHTS: Media Relations: How to Get a Date with a Reporter
PR CASEBOOK: A Successful Pitch Pays Dividends
ON THE JOB INSIGHTS: Working with “Citizen” Journalists
ON THE JOB SOCIAL MEDIA IN ACTION: Samsung Smartphone Has Media’s Number
Summary
Case Activity: Promoting the Opening of a New Library
Questions for Review and Discussion
Media Resources
CHAPTER 15 Radio and Television
The Reach of Radio and Television
Radio
Television
Guest Appearances
Product Placements
ON THE JOB A MULTICULTURAL WORLD: Broadcast Media Has Large Hispanic Audience
ON THE JOB INSIGHTS: Radio PSAs Should Have Varying Lengths
PR CASEBOOK: Video PSA Warns About Use of Decorative Contact Lenses
ON THE JOB INSIGHTS: Guidelines for a Satellite Media Tour
ON THE JOB ETHICS: Should Television Guests Reveal Their Sponsors?
ON THE JOB SOCIAL MEDIA IN ACTION: Brand Journalism Extends the Reach of Television
Summary
Case Activity: Getting Broadcast Time for Peanut Butter
Questions for Review and Discussion
Media Resources
CHAPTER 16 Meetings and Events
A World Filled with Events
Group Meetings
Banquets
Receptions and Cocktail Parties
Open Houses and Plant Tours
Conventions
Trade Shows
Promotional Events
ON THE JOB INSIGHTS: A Job Listing for an Events Manager
PR CASEBOOK: Solid Promotional Strategy Makes Picasso a Hit in Seattle
ON THE JOB INSIGHTS: How to Plan a Meeting
ON THE JOB INSIGHTS: Making a Budget for a Banquet
ON THE JOB INSIGHTS: Asking the Right Questions After an Event
ON THE JOB SOCIAL MEDIA IN ACTION: Making Reservations on the Web
ON THE JOB A MULTICULTURAL WORLD: Beer, Rum, Vibrators, and Garlic: The World of Promotional Events
ON THE JOB INSIGHTS: Corporate Sponsorships: Another Kind of Event
Summary
Case Activity: Plan an Event
Questions for Review and Discussion
Media Resources
PART 5 Application
CHAPTER 17 Corporations
Today’s Modern Corporation
Media Relations
Customer Relations
Employee Relations
Investor Relations
Marketing Communication
Environmental Relations
Corporate Philanthropy
PR CASEBOOK: Wal-mart Scandal Highlights Role of Investor Activists
ON THE JOB INSIGHTS: Study Finds Trust in Leaders Is Low
ON THE JOB SOCIAL MEDIA IN PRACTICE: Duke Energy Uses Social Media to Tell Its Story
ON THE JOB INSIGHTS: Boycotts Come From All Directions
ON THE JOB INSIGHTS: Nudist Group Makes Pitch for Corporate Sponsors
Summary
Case Activity: A Corporate Wellness Campaign
Questions for Review and Discussion
Media Resources
CHAPTER 18 Entertainment, Sports, and Tourism
A Major PART of the American Economy
The Cult of Celebrity
The Business of Sports
The Tourism Industry
ON THE JOB SOCIAL MEDIA IN ACTION: A Royal Birth Generates Record Coverage
ON THE JOB INSIGHTS: Wanted: A Press Coordinator for a Network
ON THE JOB INSIGHTS: How to Promote a Play
ON THE JOB INSIGHTS: The Super Bowl: An Economic Engine on Steroids
ON THE JOB A MULTICULTURAL WORLD: Chinese Tourists Flood the World
ON THE JOB INSIGHTS: Fifty Shades of Travel Promotion
ON THE JOB INSIGHTS: How Many “Freebies” to Accept?
PR CASEBOOK: Poop on the Deck: Carnival Cruise Line Has a Crisis
Summary
Case Activity: Promoting a Resort
Questions for Review and Discussion
Media Resources
CHAPTER 19 Politics and Government
Government Organizations
The Federal Government
State Governments
Local Governments
The Case for Government Public Information and Public Affairs
Government Relations by Corporations
Lobbying
Election Campaigns
PR CASEBOOK: Election Campaign Team Turns Policy Campaign Team After Obama’s Re-election
ON THE JOB INSIGHTS: “Partnership” Stretches Federal Funds
ON THE JOB SOCIAL MEDIA IN ACTION: Centers for Disease Control and Prevention Get Help From Zombies
ON THE JOB INSIGHTS: Google Flexes Its Muscle in Washington
ON THE JOB ETHICS: Student Loan Industry Engages in “Aggressive” Lobbying
Summary
Case Activity: How Do You Communicate Proactively?
Questions for Review and Discussion
Media Resources
CHAPTER 20 Global Public Relations
What Is Global Public Relations?
International Corporate Public Relations
Public Relations by Governments
Opportunities in International Work
ON THE JOB A MULTICULTURAL WORLD: Reaching Out to the Muslim World
ON THE JOB INSIGHTS: English Is the World’s Dominant Language
ON THE JOB INSIGHTS: Traveling Abroad? How to Make a Good Impression
ON THE JOB ETHICS: Would You Buy a T-Shirt Made in Bangladesh?
PR CASEBOOK: Ngo Campaign Goes After Fishing Subsidies
ON THE JOB SOCIAL MEDIA IN ACTION: Wars and Conflict: Governments Enlist Social Media as a Weapon
ON THE JOB INSIGHTS: U.S. Firms Represent a Variety of Nations
ON THE JOB INSIGHTS: A CNN Report on Kazakhstan: News or Propaganda?
ON THE JOB INSIGHTS: China’s Educational Outreach to the World
Summary
Case Activity: Promoting Tourism for Turkey
Questions for Review and Discussion
Media Resources
CHAPTER 21 Nonprofit, Health, and Education
The Nonprofit Sector
Membership Organizations
Advocacy Groups
Social Service Organizations
Health Organizations
Educational Organizations
Colleges and Universities
Fund-Raising and Development
ON THE JOB A MULTICULTURAL WORLD: Global Strategic Communication Helps African Females Avoid Brutali
ON THE JOB ETHICS: Chamber of Commerce Tempers Its Position on Global Climate Change
ON THE JOB SOCIAL MEDIA IN ACTION: Need Info About Sex?: Text a Question
ON THE JOB INSIGHTS: Universities Tap Alumni Through Social Media
ON THE JOB INSIGHTS: Charitable Donations Top $316 Billion
ON THE JOB INSIGHTS: A New Fund-Raising Technique: Crowdfunding
Summary
Case Activity: A Social Media Presence for Goodwill industries
Questions for Review and Discussion
Media Resources
Directory of Useful Web Sites
Bibliography of Selected Books, Directories, Databases, and Periodicals
Index
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Test bank for Public Relations Strategies and Tactics 11th Edition by Dennis L. Wilcox