Public Relations: The Basics

Part I: Understanding Public Relations
1. A First Look at Public Relations
What Public Relations Is Not
What Public Relations Is
The Benefits of Public Relations
The Publics of Public Relations
How Organizations Use Public Relations
Public Relations, Performance and Adaptation
Public Relations, Image and Reputation
Ethics and Professionalism
2. Public Relations in Society
Historical Antecedents of Public Relations
Modern History of Public Relations
Public Relations Today
3. Types of Public Relations
Strategic Counseling
Consumer Relations
Employee Relations
Community Relations
Relations with Special Publics
Investor/​Donor Relations
Public Affairs and Government Relations
Special Events and Promotion
Media Relations
Crisis Communication
4. Practicing Public Relations
Writing Skills
Research Techniques
Communication Savvy

Part II: Public Relations Planning
5. Public Relations Planning: Phase 1: Research
Step 1: Analyzing the Situation
Worksheet for Step 1 Analyze the Public Relations Situation
Planning Example for Step 1
Step 2: Analyzing the Organization
Worksheet for Step 2 Analyze the Organization
Planning Example for Step 2
Step 3: Analyzing the Publics
Worksheet for Step 3 Analyze Key Publics
Planning Example for Step 3
6. Public Relations Planning: Phase 2: Strategy
Step 4: Establishing Coals and Objectives
Worksheet for Step 4 Establish Goals and Objectives
Planning Example for Step 4
Step 5: Formulating Action and Response Strategies
Worksheet for Step 5 Formulate Action and Response Strategies
Planning Example for Step 5
Step 6: Developing the Message Strategy
Worksheet for Step 6 Develop the Message Strategy
Planning Example for Step 6
7. Public Relations Planning: Phase 3: Tactics
Step 7 Selecting Communication Tactics
Contents note continued: Worksheet for Step 7 Select Communication Tactics
Planning Example for Step 7
Step 8: Implementing the Strategic Plan
Worksheet for Step 8 Implement the Strategic Plan
Planning Example for Step 8
8. Public Relations Planning: Phase 4: Evaluation
Step 9 Evaluating the Strategic Plan
Worksheet for Step 9 Evaluate the Strategic Plan
Planning Example for Step 9
Working the Plan
Appendix: Careers in Public Relations
Careers
Education
Job Search