Cutlip and Center’s Effective Public Relations Eleventh Edition Cutlip and Center’s Effective Public Relations Eleventh Edition Glen M. Professor Emeritus Bey-Ling Sha, Ph., APR Associate Professor School of Journalism and Media Studies San Diego State University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Acquisitions Editor: Erin Gardner Senior Editorial Project Manager: Kierra Bloom Editorial Assistant: Anastasia Greene Director of Marketing: Maggie Moylan Executive Marketing Manager: Anne Fahlgren Production Project Manager: Clara Bartunek Creative Art Director: Jayne Conte Cover Designer: Suzanne Behnke Cover Art: Official Whitehouse photo by Pete Souza; Courtesy David Friend Productions, Inc. San Diego; California Sheri Horiszny, Santa Barbara Zoo Full-Service Project Management: Integra Software Services, Pvt. Printer/Binder: Edwards Brothers Cover Printer: Lehigh / Phoenix - Hagerstown Text Font: 10/12 Minion Pro Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text.
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Broom, Bey-Ling Sha. Includes bibliographical references and index. paper) ISBN-10: 0-13-266915-3 (alk. Sha, Bey-Ling.
Title: Effective public relations.2—dc23 2012008760 10 9 8 7 6 5 4 3 2 1 ISBN 10: 0-13-266915-3 ISBN 13: 978-0-13-266915-3 To our students in our classrooms and former studentsin the practice and academe, whose feedback andcontributions have helped shape the eleventh edition. Part I Concept, Practitioners, Context, and Origins 1 1. Chapter 1 Introduction to Contemporary Public Relations 2 2. Chapter 2 Practitioners of Public Relations 24 3.
Chapter 3 Organizational Settings 45 4. Chapter 4 Historical Origins and Evolution 74 2. Part II Foundations 105 1. Chapter 5 Professionalism and Ethics 106 2.
Chapter 6 Legal Considerations 127 3. Chapter 7 Theoretical Underpinnings: Adjustment and Adaptation 148 4. Chapter 8 Communication Theories and Contexts 167 5. Chapter 9 Internal Relations and Employee Communication 188 6.
Chapter 10 External Media and Media Relations 209 3. Part III Management Process 237 1. Chapter 11 Step One: Defining Public Relations Problems 238 2. Chapter 12 Step Two: Planning and Programming 263 3.
Chapter 13 Step Three: Taking Action and Communicating 287 4. Chapter 14 Step Four: Evaluating the Program 312 4. Part IV The Practice 337 1. Chapter 15 Business and Industry 338 2.
Chapter 16 Government and Politics 349 3. Chapter 17 Military Public Affairs 368 4. Chapter 18 Nonprofits and Nongovernmental Organizations 376 5. Chapter 19 Health Care 391 6.
Chapter 21 Associations and Unions 411 Contents 1. Part I Concept, Practitioners, Context,and Origins 1 1. Chapter 1 Introduction to Contemporary Public Relations 2 1. Attempts to Define Public Relations 4 2.
Defining Contemporary Public Relations 5 3. Confusion with Marketing 5 4. Parts of the Function 6 5. Confusion of Terms 18 6.
Toward Recognition and Maturity 19 1. Chapter 2 Practitioners of Public Relations 24 1. Numbers and Distribution 25 2. What Roles Research Tells us 34 6.
Requirements For Success 40 1. Chapter 3 Organizational Settings 45 1. Origins Within Organizations 46 2. Public Relations Starts with Top Management 47 3.
Role in Decision Making 49 4. The Internal Department 52 5. Working with other Departments 57 6. The Outside Counseling Firm 61 7.
Chapter 4 Historical Origins and Evolution 74 1. American Beginnings: Born in Adversity and Change 75 3. Evolution to Maturity 81 4. Stages of Development 82 5.
World War I Period: 1917–1918 89 7. Booming Twenties Era: 1919–1929 91 8. Roosevelt Era and World War II: 1930–1945 94 9. Period of Protest and Empowerment: 1965–1985 98 11.
Digital Age and Globalization: 1986–Present 101 1. Part II Foundations 105 1. Chapter 5 Professionalism and Ethics 106 1. Criteria of a Profession 106 2.
Specialized Educational Preparation 112 4. Research and the body of Knowledge 114 5. Ethical Foundations of Professionalism 116 6. Codes of Ethics 119 7.
Accountability: Licensing and Accreditation 121 8. Winning Acceptance and Stature 123 9. Toward a Promising Future 123 1. Chapter 6 Legal Considerations 127 1.
What Is Law? 127 2. The First Amendment 128 3. Free Press and Media Relations 129 4. Government Access and Public Affairs 131 5.
Employee and Labor Relations 135 8. Public Companies and Investor Relations 137 9. Protecting Public Relations Materials 139 10. Reputation, Defamation and Privacy 141 11.
Litigation Public Relations 144 12. Chapter 7 Theoretical Underpinnings: Adjustment and Adaptation 148 1. The Ecological Approach 149 2. Tracking the Trends 149 3.
Open and Closed Systems 155 5. Goal States, Structure, and Process 156 6. Cybernetics in Open Systems 157 7. Open Systems Model of Public Relations 160 1.
Chapter 8 Communication Theories and Contexts 167 1. Dissemination Versus Communication 168 2. Elements of the Mass Communication Model 169 3. Mass Communication Effects 172 4.
Public Opinion Contexts 177 5. Orientation and Coorientation 179 1. Chapter 9 Internal Relations and Employee Communication 188 1. Importance of Internal Relations 189 2.
Regulatory and Business Contexts 194 4. Chapter 10 External Media and Media Relations 209 1. Traditional Media, New Uses 210 2. New Media, New Challenges and Opportunities 221 3.
Working with the Media 226 1. Part III Management Process 237 1. Chapter 11 Step One: Defining Public Relations Problems 238 1. Role of Research in Strategic Planning 240 3.
Listening As Systematic Research 243 5. Defining Public Relations Problems 244 6. Informal or “Exploratory” Methods 250 8. Chapter 12 Step Two: Planning and Programming 263 1.
Public Relations Goals 264 2. Public Relations Planning 265 3. Strategies and Tactics 273 6. The Public Relations Plan 275 7.
Planning for Program Implementation 280 8. Chapter 13 Step Three: Taking Action and Communicating 287 1. The Action Program 288 2. The Communication Program 290 3.
Barriers to Implementation 304 6. Chapter 14 Step Four: Evaluating the Program 312 1. The Push for Measurable Results 313 2. Preparing for Evaluation 315 3.
Evaluation Research Process 316 4. Evaluation Research Steps 317 5. Levels of Program Evaluation 319 6. Interpreting and Using Results of Evaluation 332 1.
Part IV The Practice 337 1. Chapter 15 Business and Industry 338 1. Public Relations in Corporate Organizations 339 2. Corporate Social Responsibility 340 3.
Corporations as Targets 344 4. Restoring Public Trust 345 6. Chapter 16 Government and Politics 349 1. The Goals of Public Affairs in Government 350 2.
Ensuring Active Cooperation in Government Programs 355 4. Fostering Citizen Participation and Support 356 5. Serving as the Public’s Advocate 358 6. Electronic Government and Citizen Participation 358 7.
Managing Information Internally 359 8. Facilitating Media Relations 360 9. Building Community and Nation 360 10. Barriers to Effective Government Public Affairs 361 11.
Government–Media Relations 364 1. Chapter 17 Military Public Affairs 368 1. Public Relations Is Public Affairs in the Military 369 2. Unique Challenges in the Military Setting 370 3.
The Need for Transparency and Engagement 371 1. Chapter 18 Nonprofits and Nongovernmental Organizations 376 1. The Third Sector 376 2. Role of Public Relations in Nonprofit Organizations 380 3.
Social Service Agencies 383 5. Faith-Based and Other Nonprofit Organizations 385 6. Chapter 19 Health Care 391 1. Practicing in the Era of Health Reform 392 2.
The Public Relations Difference in Health Care 393 3. Supporting, Promoting, and Protecting the Brand 394 4. Employee Communication in Health Care 396 5. Integrated Communication Enhances Results 397 6.
Focusing Public Relations Efforts 397 7. Blurring of Traditional and Social Media 397 8. Proactively Managing and Mitigating Issues 399 9. A Voice at the Leadership Table 400 1.
Issues Impacting Education: Funding, Accountability, Choice 403 2. The Role of Public Relations for Public Schools 404 3. Issues Affecting Higher Education Public Relations 408 1. Chapter 21 Associations and Unions 411 1.
Index 421 Preface Beginning with the first edition in 1952, Effective Public Relations (EPR) has introduced the theory and principles of public relations, schooled its practitioners, and served as a reference for those in the calling worldwide. This eleventh edition begins its seventh decade of advancing public relations toward professional status. What’s New In the Eleventh Edition of Effective Public Relations A new co-author brings new perspective, insight and content to the eleventh edition. Each chapter begins with “Learning Outcomes” and ends with related questions in a“Study Guide.” Considerations of social media and other new media technologies are incorporated throughout the text.
New case examples and illustrations throughout give chapter content “real-world” context and global perspective. New sections outline challenges faced by public relations practitioners, including those related to diversity and professionalism. Expanded sections on measurement, evaluation and metrics. Legal aspects of public relations practice are more clearly articulated and presented in the context of specific public relations concerns.
New sections on message crafting, message framing, and message encoding and decoding offer concrete, yet theory-grounded tips for message development. Five leading practitioners helped revise chapters on contemporary practice in Part 4 of the text—The Practice. Seven new chapters on specific contexts of public relations practice accommodate the increasing specialization of the profession—Business and Industry, Government and Politics, Military Public Affairs, Nonprofits and Nongovernmental Organizations, Heath Care, Education, and Associations and Unions. EPR Through The Years For many years, students and practitioners alike referred to the book simply as “Cutlip and Center,” using the original authors’ names instead of the actual title.
Cutlip and Allen H. Center created the book that made public relations education an academic area of study on university and college campuses. Many of their ideas and ambitions in the early editions still serve as beacons guiding public relations education and practice. EPR is known to many as “the bible of public relations.” “After all,” as one longtime counselor and consultant said, “It was Cutlip and Center, as much as anyone, who gave those of us who strayed or wandered into the profession from journalism and other professional pursuits, a sense of substance and legitimacy about practicing our adopted craft.
Baer, Fellow, PRSA, writing in a book review published in Public Relations Review 18, no. In the early years, EPR served as the comprehensive encyclopedia of public relations, but no longer is that its role. The body of knowledge that today underpins both public relations education and professional practice extends well beyond the limits of a single book or an introductory course. Yet EPR remains the basic reference for the field worldwide.
It is the public relations book most frequently used by those preparing for accreditation examinations, most frequently cited in public relations literature, most widely used in English worldwide, and most-often translated into other languages. EPR has been translated into the languages of Bulgaria, China, Indonesia, Italy, Japan, Korea, Latvia, Russia, and Spain. As one reviewer said, “ ‘Cutlip, Center, and Broom’. [is] the standard against which all basic public relations textbooks are measured.