Theory to practice relationship demonstrated. Role of theory in practice, An ethics-based pubic relations practice, A globally-based public relations practice. Upper level courses in public relations, Communication management courses, Organizational communication courses, Public relations courses focusing on community relations and crisis communication, International English speaking colleges in Korea, Croatia, England, Ireland, China.
Section One: Effectiveness Management–Engaging Systems of Power and Networks of Communication
Chapter 1:
Power Resource Management: Pushing Buttons and Building Cases
Case: CPSC vs. Daisy (Consumer Produce Safety Commission vs. Daisy Manufacturing Co.)
Questions for Application
Robert L. Heath — University of Houston
Chapter 2:
Weickian Approach to Public Relations and Crisis Management
Case: Crisis Communication and Anthrax
Questions for Application
Gary L. Kreps — George Mason University
Chapter 3:
Strategic Issues Management: Theoretical Underpinnings for Strategic Planning and Operations in the Public Policy Arena
Case: The WTO and G-8 (World Trade Organization and G-8)
Questions for Application
Robert L. Heath — University of Houston
Chapter 4:
Organizational-Public Relations in Cyberspace
Case: Intel’s 1994 Pentium Chip Crisis
Questions for Application
Kirk Hallahan — Colorado State University
Section Two: Fundamental Perspectives–Creating Action and Meaning Through Messaging
Chapter 5:
Working Innovators and Laggards: The Diffusion of Innovation Theory and Public Relations
Case: Nationwide
Questions for Application
Ann Carden — State University of New York College at Fredonia
Chapter 6:
Speech Act Theory: An Approach to Public Relations Leadership
Case: AmeriFlora ‘92
Questions for Application
Bonita Dostal Neff — Valparaiso University, Indiana
Chapter 7:
Social Constructionism and Public Relations
Case: OTPOR (1998 Serbian Resistance)
Questions for Application
Joye Gordon — Kansas State University
Pete Pellegrin — Cloud County Community College
Chapter 8:
Sociodrama for Public Relations Practice
Case: Concord Hospital
Questions for Application
Thomas Mickey — Bridgewater State College
Chapter 9:
Contingency Theory: Strategic Management of Conflict in Public Relations
Case: The SARS Crises
Questions for Application
Glen Cameron — University of Missouri, Columbia
Augustine Pang — University of Missouri, Columbia
Yan Jin — Virginia Commonwealth University
Section Three: Normative Approaches–Leveraging Constraints and Opportunities
Chapter 10:
Foundations in Moral Philosophy for Public Relations Ethics
Case: Government Contractor
Questions for Application
Shannon Bowen — University of Maryland
Chapter 11:
Following Communication Rules: A Communication-Centered Theory for Public Relations
Case: A Senator in Hot Water
Questions for Application
María E. Len-Ríos — University of Missouri, Columbia
Chapter 12:
Integrating Social Norms Theory in Public Relations Campaign Development
Case: Binge Drinking
Questions for Application
Terry L. Rentner — Bowling Green State University
Section Four: Rhetorical Perspectives–Communication as Relationship
Chapter 13:
Rhetorical Theory, Public Relations and Meaning: Giving Voice to Ideas
Case: The War in Iraq
Questions for Application
Robert L. Heath — University of Houston
Chapter 14:
Public Relations and the Rhetoric of Social Intervention
Case: Friends — Together
Questions for Application
Susan K. Opt — Salem College
Section Five: Crisis Communication–Giving Voice in the Process
Chapter 15:
Crisis Communication and Image Repair Discourse
Case: VIOXX
Questions for Application
William L. Benoit — University of Missouri, Columbia
Augustine Pang — University of Missouri, Columbia
Chapter 16:
The Development of the Situational Crisis Communication Theory
Case: The Plant Explosion
Questions for Application
W. Timothy Coombs — Eastern Illinois University
Section Six: Contextual Parameters–Understanding and Creating the Big Picture
Chapter 17:
International Public Relations: Toward an Integrated Theoretical Case
Case: Ivory Coast
Questions for Application
T. Kenn Gaither — University of North Carolina at Chapel Hill
Patricia A. Curtin — University of North Carolina at Chapel Hill
Chapter 18:
The Place of Theory in Public Relations Practice
Case: Award-Winning Practitioners
Questions for Application
Aydemir Okay — Istanbul University
Alya Okay — Istanbul University
Chapter 19:
Working the System: The Evolution of Feminist Perspectives in Public Relations Scholarship
Case: Working the System
Questions for Application
Theresa Russell-Loretz — Millersville University, Pennsylvania
Chapter 20:
From Aardvark to Zebra Redux: An Analysis of Theory Development in Public Relations Academic Journals into the 21st Century
Questions for Application
Lynne M. Sallot — University of Georgia
Lisa J. Lyon
Carolina Acosta-Alzuru — University of Georgia
Karyn Ogata Jones — Clemson University