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TitleEfective Public Relations, 9th
TagsPublic Relations Public Sphere Philosophical Science
File Size582.5 KB
Total Pages18
Document Text Contents
Page 2

Library of Congress Cataloging-in-Publication Data
Cutlip, Scott M.

Effective public relations / Scott M. Cutlip, Allen H. Center, Glen M. Broom.— 9th ed.
p. cm.
Includes bibliographical references and index.
ISBN 0-13-008200-7 (alk. paper)
1. Public relations. I. Center, Allen H. II. Broom, Glen M. III. Title.
HM1221.C88 2006
659.2—dc22

2005016701

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Copyright © 2006, 2000, 1994, 1985, 1982, 1978 by Pearson Education Inc.
Upper Saddle River, New Jersey 07458

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10 9 8 7 6 5 4 3 2 1
ISBN: 0-13-008200-7

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Page 10

Meetings and Teleconferences . . . . . . . . . . . . . . . . . . . . . . . . . . . 244
Video and Film Presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . 245
Displays . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247

Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
Additional Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 250

Chapter 10 External Media and Media Relations . . . . . . . . . . . . . . . . . . . . 251
Study Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 251
New Media, New Challenges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 252
Traditional Media, New Uses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 254

Newspapers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255
Wire Services and News Syndicates . . . . . . . . . . . . . . . . . . . . . . 257
Magazines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 260
Radio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261
Television. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 263
Cable and Satellite Television . . . . . . . . . . . . . . . . . . . . . . . . . . . 266

Working with the Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 266
The Person in the Middle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 268
Guidelines for Good Media Relations . . . . . . . . . . . . . . . . . . . . 270
Guidelines for Working with the Press . . . . . . . . . . . . . . . . . . . . 273

Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 277
Additional Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 280

PART 3 MANAGEMENT PROCESS . . . . . . . . . . . . . . . . . . . . . . . . . . . 281

Chapter 11 Step One: Defining Public Relations Problems . . . . . . . . . . . . 281
Study Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281
Management Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 282
Role of Research in Strategic Planning . . . . . . . . . . . . . . . . . . . . . . 284
Research Attitude . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 284
Listening as Systematic Research . . . . . . . . . . . . . . . . . . . . . . . . . . . 285
Defining Public Relations Problems . . . . . . . . . . . . . . . . . . . . . . . . . 287

Problem Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 287
Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 288

Research Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 292
Informal or “Exploratory” Methods . . . . . . . . . . . . . . . . . . . . . . . . . 293

Personal Contacts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 293
Key Informants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
Focus Groups and Community Forums . . . . . . . . . . . . . . . . . . . 294
Advisory Committees and Boards . . . . . . . . . . . . . . . . . . . . . . . 295
Ombudsman or Ombuds Officer . . . . . . . . . . . . . . . . . . . . . . . . 296
Call-In Telephone Lines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297
Mail Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 298
Online Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 298
Field Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 299

Formal Methods. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 299
Secondary Analysis and Online Databases . . . . . . . . . . . . . . . . 301

x Contents

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Page 18

you to the challenging and rewarding calling of building organization–public rela-
tionships in an era of instantaneous global communication. I hope the pages that
follow help you achieve success and satisfaction in your public relations career.

Glen M. Broom

POSTSCRIPT

Unfortunately, some important colleagues will not see the fruits of their effort in
this edition. First, senior coauthor Scott M. Cutlip died shortly after the eighth edi-
tion was published. Much has been written about this dean of public relations edu-
cation and his many contributions to our field.3 His contributions in this book and
his scholarly research made public relations an area of academic study on university
campuses, and earned him the Association for Education in Journalism and Mass
Communication’s highest honor, the Paul J. Deutschmann Award for Excellence in
Research. He was awarded the Public Relations Society of America’s first Out-
standing Educator Award in 1970 and was the third person inducted into the Arthur
W. Page Society’s Hall of Fame in 1987. It is not a stretch to say that Scott Cutlip was
the father of public relations education—worldwide.

In March 2003, the field lost one of its most energetic leaders—William C.
Adams, APR, Fellow, Associate Professor, Florida International University. He col-
laborated on writing the business and industry chapter for both the seventh and
eighth editions. He drew on his 25 years of corporate practice at Amoco and Phillips
Petroleum to build a 13-year teaching career that inspired students to pursue excel-
lence in public relations. Of course, he was their best role model.

To fill the void for expertise in preparing the corporate practice (Chapter 15), I
turned to Richard K. Long, Professor, Brigham Young University. He had spent 30
years in executive positions in corporate public relations—at Dow Chemical Com-
pany (24 years) and Weyerhaeuser Company (6 years)—before joining the faculty
at BYU. He published frequently in professional publications and, like Professor
Adams, cared deeply for his students and their success in public relations. He pro-
vided me assistance far beyond Chapter 15, with his counsel, editing, and enthusias-
tic support. He died in January 2005 at age 60. (See Chapter 15 and Exhibit 16.2 in
Chapter 16.)

I surely wish you could have known them, but I am pleased to know that you
will learn from them in the pages that follow.

NOTES

1 Stephen H. Baer, Fellow, PRSA, writing in a book review published in Public Relations
Review, Vol. 18, No. 4 (Winter 1992), 392.

2 Donald K. Wright, “Review of Public Relations Literature: Basic Textbooks,” Public Rela-
tions Review 22, no. 4 (Winter, 1996): 380.

3 For a summary of Scott Cutlip’s career achievements and contributions, see the special edi-
tion of Public Relations Review (Volume 17, no. 4 [Winter 1991]: 331–412), featuring articles
for the Paul J. Deutschmann Award for Excellence in Research presentation.

xviii Preface

Glen M. Broom

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