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Full download Solution Manual for Public Relations Practices, 8/E 8th Edition : 0133127648 file pdf free all chapter
Full download Solution Manual for Public Relations Practices, 8/E 8th Edition : 0133127648 file pdf free all chapter
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Public Relations Practices, 8/E 8th Edition :
0133127648
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Chapter 2
This chapter is self-explanatory in that it deals in a straightforward way with the process
of public relations. The chapter begins with the traditional “four-step process”
popularized by Cutlip and Center. This process is the backbone of public relations
practice; it covers the basic steps needed for any planned program of public relations to
be successful.
These overlapping steps give practitioners a framework for their efforts as well as a
checklist to follow.
A second section of this chapter deals with the value of the theoretical approach. Many
practitioners, especially those who come to the profession without formal education in
the field, tend to discount a theoretical approach as being “too academic.” This chapter
addresses those concerns and presents a good case for the use of theory in public relations
The remainder of the chapter looks at some of the theory applied to public relations. The
first model is the “behavioral” model. This approach is predicated on the belief that
public relations is all about creating positive behavior. Communication, alone, will not
(and cannot) create the desired result of changed behaviors.
© 2014 Pearson Education, Inc.
3
The five-step behavior model walks the reader through these steps:
A. Awareness
B. Latent desire to act
C. Social trial
The “Persuasion” model explains the steps necessary to get people to change their minds
and actions. First developed by San Diego practitioner Kerry Tucker, this model involves
A. Creating dissatisfaction with existing behavior
B. Offering the desired behavior as a substitute for the status quo
C. Explaining the benefits of new behavior or the consequences of the old, and
D. Modeling the desired results
Finally, this chapter explains the value of the two-way symmetrical approach to
communication. Perhaps the most important academic model, this approach was
developed by Dr. James Grunig at the University of Maryland. It holds that only by
considering the wants and needs of the subject first can the public relations efforts meet
those needs and be successful. This theory provides empirical support for Bernay’s
“merging of public and private interests.”
The chapter concludes with “20 Great Truths of Public Relations,” a compilation that is
designed to help lead the reader—student or professional—to a clearer understanding of
the concepts being presented.
1. The text suggests that public relations is inseparably linked with the
democratic principle. Does this mean that an autocratic government or
corporate management inherently cannot practice effective public relations?
2. The four steps in public relations planning are overlapping. Does that mean
that their sequence is unimportant?
[Sidenote: The
petition granted
This request was immediately granted by the and charter
issued by Penn in
Council,[167] and the school thus incorporated in 1701]
1697.[168] In 1701 Penn confirmed its incorporation
by the following charter:
The five schools above mentioned were under the direction of the
school corporation of overseers, and poor children were taught there
free of expense. The committee also reported on five other schools,
whose masters and mistresses were either Friends or made the
professions of that religious society.[216]
[Sidenote: Other
1. Mary Harry, teaching in Charters Alley. schools reported]