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Contents vii
73
STRATEGY 109
Voices from the Field: Sean Moffit 74
Research 110
Research in the RACE Cycle 111
Ethics: Free Flow of Information 75
Formative Research 111
In Case You Missed It 77
Summative Research 112
Summary 77 Situation 112
Discussion Questions 78 Publics 117
Further Readings and Online Resources 78 Case Study: Applying the Situational
Theory of Publics: Net Neutrality 120
Key Terms 79
Quantitative Research 123
Relationship Management 80 Surveys 123
Managing Relationships 81 Experiments 124
Production of Media and Communication Materials 149 Case Study: Doing Good by Doing Well:
Kimberly-Clark’s Efforts to Promote Diversity 182
Events 149
Make a Decision and Justify It 159 Metrics, Analytics, and Data 190
Text 247
Further Readings and Online Resources 214
Texting, Tweeting, and Pitching 247
Key Terms 214
Infographics 248
Ethics: Privacy and Safeguarding Confidences 266 Case Study: A Crisis Threatens the Future of
In Case You Missed It 267 Maple Leaf Foods: A Classic Study in Crisis
Communication 300
Summary 268
Managing Issues 303
Discussion Questions 268
Issues Life Cycle 303
Further Readings and Online Resources 269
Case Study: The Issue Life Cycle of Volkswagen’s
Key Terms 269
Dieselgate 304
3. Prioritization 308
Legal 272
4. Analysis 308
Chapter contributed by Rachel Bellotti
5. Strategic Planning 309
The Charter of Rights and Freedoms: Freedom of
6. Implementation 309
Expression 274
7. Evaluation 309
Defamation 275
Crisis Types 310
Case Study: Mudford v. Smith, 2009 CanLII 55718 Victim Crises 310
(ON SC) 277 Accident Crises 311
Defamation through Republication 279
Preventable Crises 311
Hyperlinking 279
Crisis Response Strategies 312
Intellectual Property 280 Deny Strategies 312
Copyright and Trademark 280 Diminish Strategies 312
Regulating the Business of Public Relations 288 Ethics: Conflicts of Interest 317
Voices from the Field: Tyler Burns 289 In Case You Missed It 319
Case Study: R v. Ghomeshi, 2016 ONCJ 155 291 Discussion Questions 320
In Case You Missed It 293 Further Readings and Online Resources 320
Today’s consumers have much higher expectations when it comes to their relationships
with the brands and organizations in their lives. Transparency and clear communication are
no longer a “nice to have”; they are an absolute expectation. When consumers connect with
your company via social media or other means, they expect an instant answer. They also
expect that your values will align with theirs, and they are looking to you and your company
to tell them about the positive impact you’re having on the community and the planet.
All of this speaks to a need for public relations and the skills we bring to the table. Is it
any surprise that this is a growing profession with more and better opportunities than ever
before?
Welcome to public relations in Canada. This book will provide you with an overview of
our profession and a solid base upon which you can continue to learn. Ours is an exciting,
fast-moving, and varied career that will allow you to work in virtually any industry. Whether
you choose agency, corporate, or the charitable sector, public relations will allow you to make
a valuable contribution to your organization while building a valuable career for yourself.
While public relations practice in Canada and the United States are often very similar,
this book is proudly Canadian in its approach. In it, you’ll find plenty of Canadian examples
and cases from brands and companies you know.
Acknowledgements
Many thanks to my husband, Dave, and my girls, Trinity and Ava. Working on this book
sometimes required extra effort from them to keep the household going when I was against
a deadline.
Thanks to everyone at Oxford University Press, especially Lauren Wing, who displayed
infinite patience throughout the development process.
Many thanks to my colleagues in the Bachelor of Public Relations program at Humber
College in Toronto, Ontario—Lydia Boyko, Andrea Tavchar, and Dan Schneider—you’ve
always been so generous with your time, resources, and ideas.
Special thanks to my professors in the Master of Communication Management (MCM)
program at McMaster University in Hamilton, Ontario—Alex Sevigny, Terry Flynn, Michael
Meath, Dave Scholz, and Al Seaman—each of you contributed to my development and helped
take my career in a completely different direction.
Many thanks to the following reviewers, along with those who chose to remain anony-
mous, for their useful comments:
Key Features
the car companies that have not cheated on emissions tests. Think of all the restaurants that have
not had E. coli outbreaks, or the student groups that maintained membership despite changes in
leadership, or the non-profits that rode out bad slumps in the economy, and so on. In some cases,
alternate models can be used to illustrate what would have happened if a crisis occurred and had
been managed poorly. And this is a happy outcome! Managers, experts, and others with deep
knowledge of an organization and its day-to-day and year-to-year options will appreciate know-
ing they avoided a boycott, illness outbreak, bankruptcy, product recall, lawsuit, embarrassing
media scandal, or any other potential crisis. What’s more important—and this may be the result
of either an issue averted or a crisis that played out all the way—is that evaluation allows you to
learn lessons from experience and develop strategies for the future. Evaluation of how one issue
was managed informs the first efforts of monitoring for the next one.
Strong Coverage of Theory
Crisis Types
Not all crises are preventable, and how organizations respond to crises should depend on the
degree to which people attribute responsibility for the crisis to the organization. Public rela-
Public Relations provides a comprehensive overview of
situational crisis
communication theory
tions scholars Tim Coombs and Sherry Holladay developed one of the most well-researched
and practical theories for crisis management called situational crisis communication theory communication theory, pairing important concepts with hands-
(SCCT). SCCT is a contingency theory because it suggests that how organizations should respond
(SCCT ) Theory that
proposes effective crisis
communication entails
to crises depends on the situation. Coombs defines an organizational crisis as “a significant
threat to organizational operations or reputations that can have negative consequences for
on practice for a complete student learning experience.
choosing and applying stakeholders and/or the organization if not handled properly.”33 When people think that an or-
appropriate response ganization is responsible for a crisis (e.g., Volkswagen), its reputation suffers, and the crisis leads
strategies depending on to more anger, less purchase intent, and greater likelihood of negative word of mouth about the
how much responsibility organization. While issues management focuses on how to prevent organizational crises, crisis
for the crisis is attributed
management deals with how to repair damage and rebuild reputation.34
to the organization by
key publics. Who’s to blame? That is the question at the heart of initial crisis assessment. Researchers have
identified three main groups of crisis types: victim crises, accident crises, and preventable crises.
organizational crisis
A major threat to an
organization’s operations
Victim Crises
or reputation. When publics see the organization as a victim, they assign minimal responsibility for the
crisis to the organization. Natural disasters such as hurricanes, tsunamis, and earthquakes
are prime examples. People outside of an organization can cause victim crises too, such as
cases of sabotage, terrorism, or product tampering.
One of the most famous examples of crisis management in the history of public relations
stemmed from a victim crisis that arose because of product tampering by someone from outside
an organization. In 1982, news broke that six adults and one 12-year-old girl in the Chicago area
had died from cyanide poisoning after taking capsules of Extra-Strength Tylenol.35 Since the bot-
Multimedia and Mobile 251
tles of Tylenol capsules that had been tampered with had come from different production facilities
but were all purchased in the Chicago area, investigators ruled out sabotage or foul play at Tylenol
factories. Police suspected that someone had purchased the bottles from local stores, poisoned the
capsules, and then returned the products to store shelves. The murdererweb
wasadnever
or social video starts playing automatically on
caught.
Tylenol’s parent company Johnson & Johnson cooperated extensivelyyour device in anmedia
with news office,
in library, or classroom? Mute
expressing sympathy and sharing accurate information about both the buttons
crimesgetand
a lot
theoforganiz-
use these days, and descriptive text
ation’s response. At a cost of more than $100 million, Johnson & Johnson quicklybecome
and subtitles pulled more
that much more important.
Images
“Uh oh, we’re being challenged again,” wrote Allen
Hind Bouqartacha/Getty Images
An Emphasis on Ethics
selves government relations practitioners will register as lobbyists just to be on the safe side.
corporate social Chapter 11 covers some key regulatory agencies with which public relations practitioners
responsibility should be familiar, and Chapter 2 discusses politics and government as part of the heritage
(CSR) Companies’ and contemporary practice of public relations. One of the primary functions of government
Examples
CPRS ’s (Canadian Public Relations Society’s) of Professional Standards,
may be“Page
Page Society has a set of guidelines for practice. contaminated with Listeria
Society members regardmonocytogenes.
these
8
As The Globe and Mail columnist Tony Wilson pointed out, Maple Leaf’s decisive
principles as the guidelines by which they, andWhile
indeedsome organizations seem
all communications unsure of how to proceed when faced with a
profession-
crisis, Maple Leaf took quick and decisive action. Josh Greenberg wrote the following actions following the crisis likely saved the company:
als, should undertake their role.”6
One of the seven principles is “conductin an article
public exploring
relations as ifthe
thecrisis:
whole enterprise First, it admitted it was the company’s fault. It admitted it was responsible. It
Dedicated “Case
depends on it”; one of the best modern-day illustrations of this principle in action is said, in essence, “it’s our fault and we’re going to fix it.” Second, Maple Leaf
The Maple Leaf Foods listeriosis outbreak is significant not only because of
the 2008 case of Maple Leaf Foods and how the organization handled the communi- apologized. It wasn’t “wordsmithed” or spin-doctored to deny culpability. The
the health and economic impacts, but also because of how the company com-
cations surrounding the incident. company didn’t dodge the issue. It apologized up front in every possible media.
municated in its response. In contrast to organizations that have confronted
In August 2008, Maple Leaf Foods was facing a major crisis. Listeria had been found
crisis situations by avoiding and displacing blame, or keeping silent and main-
in some of their food products, specifically cold cuts, and people were getting sick and
taining a low profile, Maple Leaf opted for a strategy of high visibility. 9
Third, it didn’t hire a celebrity to deliver the apology, or a blonde actress with
very white teeth wearing a lab coat. CEO Michael McCain was the voice and
Study” boxes
dying.7 By the time the crisis was over, 22 deaths would be attributed to the contam-
found in each
the face of the crisis, and of the apology. Fourth, once Maple Leaf realized the
inated products, and Maple Leaf Foods had aMaple major Leaf
crisispresident
of confidence on its hands.
and CEO Michael H. McCain was front and centre through- problem was the company’s fault, it acted decisively, and transparently.11
How could Canadian consumers ever feel safe buying roast beef, corned beef, and other
out the crisis. Following the news of the first death, a camera crew was summoned to
cold cuts for their families knowing Maple Leaf products had caused a number of deaths?
chapter—featuring
Maple Leaf’s offices where the president recorded a statement that was aired on all The company’s response has been lauded as a textbook example of how to handle
major broadcast media (at Maple Leaf’s expense) and was widely viewed on YouTube. a crisis by public relations professionals and the media. Toronto-based PR firm Veritas
The full text of McCain’s statement is below: described it as a bold, breathtaking communications play, and Peter Lapinskie of the
companies such as
Daily Observer in Pembroke, Ontario, said, “(McCain’s) candour at a time when his
My name is Michael McCain. As you may know listeria was found in some of contemporaries would have scurried behind spin doctors and legal eagles was a re-
our products. Even though listeria is bacteria commonly found in many foods freshing way to address a potentially devastating mistake. I actually trust the man!”12
and Coca-Cola,
to get it off the shelf, then we shut the plant down. Tragically, our products
principles espoused by the Arthur Page Society.
have been linked to illnesses and loss of life. To Canadians who are ill and
to families who have lost loved ones, I offer my deepest sympathies. Words
cannot begin to express our sadness for your pain.
Maple Leaf Foods is 23,000 people who live in a culture of food safety. We
and topics such as
have an unwavering commitment to keeping your food safe with standards
well beyond regulatory requirements. publicity stunts,
But this week, our best efforts failed and we are deeply sorry. This is the
toughest situation we have faced in 100 years as a company. We know this net neutrality, and
has shaken your confidence in us; I commit to you that our actions are guided
by putting your interests first.10
Maple Leaf Foods CEO Michael McCain was widely praised for how his company the Barcelona
handled the crisis. Maple Leaf’s actions following the discovery of listeriosis were not limited to a
single video
Can you think of other examples of crises that statement.
were They communicated openly to stakeholders through the media
well handled?
and directly through online tools, they recalled hundreds of products from the affected
Pure
Advocacy
Pure
Accommodation
Principles—
demonstrate real-
plant (not just those found to be contaminated), they shut down and cleaned the plant,
and they hired their own food safety inspector.
applications of core
kel29914_ch12_296-321.indd 300 12/14/19 04:28 PM
FIGURE 12.1 Continuum of options for managing issues and conflict, according to
contingency theory.
kel29914_ch12_296-321.indd 301
Are there situations when pure advocacy or pure accommodation might be
appropriate, or are these merely theoretical constructs?
12/14/19 04:28 PM
concepts found in
each chapter.
kel29914_ch12_296_321.indd 302 12/06/19 07:21 PM
Implementation 181
Public Relations
In the diversity and inclusion space, Jefferson has been versity and inclusion annual member-
instrumental in educating and lobbying for diversity and pricesdata
ship surveys to have rise when companies
to learn just how “do the right
diverse thething” in the name don’t see many similar faces in Canada. This is one of the
inclusion in the marketing communications industry under public relations of diversityreally
industry and inclusion. I call this
is in Canada. My“woke
chal- marketing.” reasons I go out of my way to mentor young practitioners.
Professionals
his consultancy Breakfast Culture. He has delivered nu- lenge to Canadian PR agencies: does your workforce, at
merous talks and sat on panels about the importance of di- As the
all levels, represent an demographics
industry, do you think we’re
of Canada and the making progress In public relations we often talk about the importance
versity and inclusion. He has been an active participant in markets where you on the diversity front?
operate? of truth and authenticity. How does diversity fit in
diversity and inclusion conferences including the Institute of For me that is a loaded question. As a person who is with those concepts?
Communications Agencies’ (ICA’s) IDEA Summit (Inclusivity,
Diversity and Equity in Advertising), P World’s Global PR
Why do you think senior in hisrelations
public
cannotpopulation?
diversity of Canada’s
career and has hitreflect
doesn’t a glasstheceiling, the progress
happen fast enough. One thing I have learned on
Diversity fits in completely with this concept. If a
person can bring their authentic self to work they will Public Relations offers
“Voices from the Field”
Summit, the Advertising Club of Toronto, the Canadian Public As a society we my likeown diversity
to believe thatand inclusion
Canada is ajourney is that this will take
meritoc- be more productive. For example, all of the energy
Relations Society, the Canadian Association of Science racy, but we are time. Canada isdiscrimination
not. Systemic years behindplays the United
a tre- States on the di- that goes into “staying in the closet” if one is LGBTQ +,
Centres, and Canada’s first-ever White Privilege Conference mendous role in versity
who gets andhired,
inclusion front.and
retained, Many of the top PR firms in the
promoted. or “code-switching” if one is racialized, or constantly
at Ryerson University. He believes Peter Drucker’s famous
quote: “Culture eats strategy for breakfast,” and challenges
There are systemicUS issues,
have senior
who focus
prejudices that prevent
company
people
managers
and human
on diversity
andbias
and inclusion
from excelling
C-suite
and level executives
duringinthetheir firms. Many of
fighting to be heard and taken seriously if one is a
woman, is energy that could and should be put to-
boxes in each chapter,
today’s marketers to “break some eggs!” hiring, promotion,these successful
and retention
for diversity
mask their bias and prejudicesand
organizations
process.
inclusion
under
Companies incorporate
in their
the guise
often accountability
KPIs (Key Performance
of “cultural
wards business goals. If an employee is permitted to
live their authentic self at work and be an individual yet featuring interviews with
practitioners from across
Canada is one of the most ethnically diverse countries fit.” Look around Indicators)
the boardroom that tables
are tiedandtosee
executive
who “fits”bonuses and com- also belong to a unique group, just imagine the possi-
in the world—do you see that diversity reflected in and who doesn’t.pensation,
In diversityandand inclusion
many theory
of them we call the financial re-
are reaping bilities. Let’s break some eggs!
public relations practitioners? this “insider–outsider
wardsdynamics.”
of diversityAgain, data collection
and inclusion in their firms.
Agreed. Canada is a very ethnically diverse country.
Anecdotally, one does see lots of diversity in terms of
that not only looks at demographics but also questions the
barriers faced by employees who may be different from the
Canada who offer students
people studying and employed in the public relations (PR)
industry at the junior and intermediate levels. Currently,
“insider group” will help to shed some light on this issue.
direct advice and insights
that diversity clearly stops at the senior management How do you make the business case for diversity in
levels. Many agencies have homogenous management public relations? However, there is a debate about whether a cabinet that truly reflects Canada’s ethnic di- from a range of public
teams that are primarily Caucasian and, in many cases, There are numerous
versityways. Just about
is necessary every manage-
or achievable. “A cabinet that includes no one of Italian or Chinese origin,
primarily male in a female-dominated industry. Again,
this is anecdotally from observation when one looks at
ment consultanta cabinet
about the business
organization
case
about
withouthas
1.4for diversity.
per
published
Arabs, a cabinetawithout
In Rick
cent of the Miner’s
Canadian
paper a single black person—while Sikhs (who comprise
2014
population) hold four cabinet posts—is not a true portrait
relations careers.
of Canada. Not that I mind,” wrote The Globe and Mail columnist Lysiane Gagnon. “The last
thing a modern government needs is a cabinet that would reflect the exact ethnic makeup of
the population. That’s because it’s impossible to achieve: Ministers are chosen from a caucus
that results from the vagaries of politics and doesn’t correspond to demographic reality.”26
Careers 353
Many political candidates and organizations hire agencies that specialize in political
communication. If you’re fired up about a candidate or a political cause, or if you think of
yourself as a policy wonk and want to make a difference in the technical details of how gov-
ernment operates, political public relations may be for you.
Legal 273
When you entered the field of public relations ( PR), did you ever think that
you would need to understand the law? Probably not, right? You might even think it is odd A Dedicated Chapter
on Canadian Law
that this textbook has an entire chapter dedicated to the law. The law and PR, however, are
heavily intertwined. One of the most important relationships a PR professional can make is
with a lawyer. For the most part, PR professionals and lawyers are dependent on one another
in the industry, and no public relations professional should attempt to be his or her own
lawyer.1
In order for PR professionals to be successful in their everyday tasks, there is a need for
A chapter on Canadian
day-to-day legal consultation.2 According to The Contentious Relationship between PR and
Legal, the relationship between a PR professional and a lawyer sometimes requires balance.
law features key
During a crisis, public relations professionals might disagree with their legal team, but “both
PR and legal want the organization to make it through a crisis with its reputation and ability information on the
Canadian Charter of
to continue to do business intact.”3 Therefore, having PR and legal working together is in an
organization’s best interest.
Legal You may be thinking, when did PR and legal become a team? This partnership has become
increasingly important given the fast-paced rate at which technology has developed. The in-
creasing speed at which we can communicate globally has changed immensely, and now the
Rights and Freedoms,
Chapter contributed by Rachel Bellotti, lawyer and part-time professor atamount of timeCollege
the Humber a company or person has to deal with a crisis has been significantly reduced.
Accordingly, the relationship between a PR professional and legal counsel has changed when
CRTC policy, various official
Institute of Technology and Advanced Learning
it comes to working together to solve issues.4 There is a higher demand for them to work to-
gether faster and more efficiently. It’s a safe guess that in almost every relationship in which Canadian guidelines and
codes of ethics, as well as
a PR professional and lawyer is concerned, a legal question of some kind will be at the core.5
At its core, practising law is no different than Consider these statements: you can win in court, but lose in the eyes of the public, or,
11.1 Discuss why it is important to always run your work by in-house counsel• or
11.2 Describe any limits to free speech, including libel and slander.
legal counsel.
Defamation: Whom can you sue? Can you sue someone who tweets something mean students with crucial
about you? What about if they tweet something bad about someone you know? What
11.3 Describe the common types of intellectual property and the ways in which
protected.
if they
you retweet
are something that someone else initiated?
• Copyright: Can you use an image exclusively?
knowledge for successfully
11.4 Identify where privacy comes into play in the role of public relations.
• Business regulations: If you find out information about a stock tip, are you able to share
it with your friend? What if only you act on it? navigating the legal
11.5 Identify and discuss agencies that guide and regulate public relations professionals.
sphere of public relations.
• Privacy: If you come across interesting information about a co-worker, are you able to
11.6 Analyze ethical dilemmas public relations professionals face and what organization is in
share that information?
place to help guide a PR professional.
These are just a few examples of what PR professionals may deal with in the course of
ambassador806/iStock
their jobs. Many of these legal issues are based on laws legislated by municipal, provincial, or
federal governments and are enforced by regulators and agencies. This chapter is to help you
gain awareness of how important it is to cultivate a relationship with a lawyer.
just like that. With Apple Watch, important information and essential features are
always just a raise of the wrist away.34
Media ethicists Jay Black and Chris Roberts frame privacy issues as questions of com- 268 PART THREE Tactics
peting values. We weigh the value of privacy with the values of information, entertainment,
and convenience. “The bottom line,” they write, “is that while a great deal of information
about millions of us is conveniently and centrally available for a multitude of uses, do we
want corporations and government to know this much about us?”35 Your answer may depend Summary
on how much you trust the organizations.
10.1 Identify sources for multimedia elements such as writing, images, audio, and video.
Apple CEO Tim Cook was quite focused on this issue in a speech he gave at the Electronic
Extensive
Advances in computer technology—particularly mobile devices—have made the production
Privacy Information Center (EPIC) in 2015: “Like many of you, we at Apple reject the idea and playback of all sorts of multimedia far more accessible and widespread. Content for
that our customers should have to make trade-offs between privacy and security,” Cook multimedia can be attained in three major ways: create it yourself, hire a professional, or
opened. He criticized tech companies that lull “their customers into complacency about their purchase or otherwise obtain permission to use others’ material.
personal information.”36 He went on to discuss ways that Apple lets its consumers control
their information, as well as the company’s efforts to keep the information private using
encryption.
10.2 Analyze how different components of multimedia are integrated for effective communi-
cation in public relations.
Pedagogical
Features
The key to good multimedia is understanding the various elements and how they work to-
As publics, we make decisions every day about which organizations we trust with our gether to enhance users’ experiences. Images, audio, and video can be presented with or
personal information. Organizations have to earn that trust—not just with speeches but with without text. Text can be written to invite, explain, or otherwise support other elements of
everyday management. When ethical public relations is part of an organization’s manage- multimedia. At other times, words are foremost, and sounds, images, video, and animation
ment function, organizations must take safeguarding confidences and protecting the privacy play the supporting role for the text. One of the main benefits of multimedia is that they allow
A wealth of pedagogical
of their publics seriously. an efficiency of communication, as producers can artfully combine elements for the best
user experiences across a wide variety of social and mobile contexts.
features—including
10.3 Assess the strategic value of mobile tactics.
The evaluation of mobile tactics requires examining how well the tactics achieve objectives
and goals as part of strategies to advance the organization’s mission and its relationships
discussion questions,
and amusement, and participation. Mobile media also offer excellent opportunities to obtain
content. Multimedia and mobile commun- • Mobile video services like Periscope feedback from publics. Research should be conducted to understand publics from their
ication are changing the very nature of and Facebook Live enable you to open perspectives.
terms—enhance student
• In planning for social media, consider how organizations with tremendous amounts of private information. Safeguarding confidences
few takeaways from this chapter. you will reach followers, fans, and subscrib- and protecting privacy are key ethical values that public relations professionals and their
ers but also how they will reach back and organizations must honour, if they are going to maintain public trust.
• If you add a decent external microphone to
Online Supplements
Consumer Behaviour is supported by an outstanding array of ancillary materials for both instructors and students, all avail-
able in the book’s Ancillaries Resource Centre (ARC).
For Instructors
• An instructor’s manual includes chapter overviews, outlines, learning objectives, key terms, and class activities, as
well as summaries and discussion activities connected to each case study found in the text.
• A test bank provides a comprehensive set of multiple choice, short answer, and essay questions to assess students’
skills.
• PowerPoint slides summarize key points from each chapter.
For Students
A student study guide includes chapter overviews, flashcards, multiple choice questions, activities, and a list of articles and
additional readings to enhance students’ understanding of key consumer behaviour concepts.
PART ONE
Foundations
Principled Public Relations
Relationship Management
1
Principled Public
Relations
“A little bird told me . . . .” What kinds of disclosure
issues arise when a public relations professional is
asked to tweet for a client?
Tim Hortons’ online communication tools include their website, Twitter, Facebook, and
Snapchat.
Are you part of one of Tim Hortons’ publics? How could they communicate with you?
public relations
The labels for publics and organizations are sometimes interchangeable. If executives
Management of from Enbridge Inc. (organization) organize a public meeting for British Columbia resi-
communication between dents (public) to discuss a proposed pipeline project, that’s public relations. And if residents
an organization and its then organize a coalition (organization) to oppose the pipeline (public), that’s still public
publics, or the strategic relations.
communication process
Completing a full definition of public relations requires more than just identifying
that builds mutually
beneficial relationships organizations and publics. We still have to understand the second part of the term public
between organizations relations—the relations.
and their publics.
Textbook Definitions
Perhaps the most commonly cited definition of public relations is the one written by
James Grunig and Todd Hunt in their classic 1984 public relations text Managing Public
To define public
Relations: “the management of communication between an organization and its publics.”1
relations, consider
There’s a lot to this business of managing communication, which is why so many other
organizations,
definitions of public relations abound. Another classic definition from another classic
publics, and the
public relations text, Cutlip and Center’s Effective Public Relations, defines public relations
relations between
as “the management function that establishes and maintains mutually beneficial relation-
them.
ships between an organization and the publics on whom its success or failure depends.”2
Naturally, people are wary, even skeptical, of textbook definitions. Ask people outside
of the field of public relations what public relations is and you’ll get quite different answers.
Principled Public Relations 5
As an experiment, ask your family and friends to define public relations. Students who have
undertaken this project in the past typically hear things like this:
ABC ’s Scandal is one of several television shows that features “PR” agents as key char-
acters. Olivia Pope, the protagonist of ABC ’s hit political drama, is a former White House
communication director who runs her own Washington, DC, crisis consulting firm. She
“fixes” all sorts of political crises with clever deception and slick execution. Actress Kerry
6 PART ONE Foundations
Washington, who plays Pope on the show, describes the character as glamorous but seriously
flawed. “She’s an entrepreneur, she’s very smart, she has an amazing closet, and those are all
things that I think are worthy of admiration,” says Washington. “But she is nobody’s role
model.”3
So what do we make of this disconnect between public relations as professors and pro-
fessionals want to define it and public relations as Scandal viewers, students, critical blog-
gers, our parents, and so many others see it? It is tempting to just ditch the name and call it
something else. Many organizations have done that, or they have never called the function
public relations in the first place. Instead, they have departments of public affairs, corpor
Kathy Hutchins/Shutterstock.com
ate communications, community relations, and so on. The Government of Canada uses
83 different job titles to describe public relations and communications jobs including the
following:4
“Muscles! How did you get here?” Biff and Charlie shot
the question at their friend in the same breath.
175
CHAPTER XXII
Hong Kong and Points East
“Biff, are we anywhere near the spot where you saw all
that construction?” Uncle Charlie asked.
“We should be,” Biff replied. “We should be nearing the 177
valley soon. What do you think, Chuba? And you,
Muscles?”
“Chuba think we reach it right over next hill.”
Chuba was right. The valley was over the next hill. They
had reached it at a point below where it rose steeply to
the metal fence.
“And I’m with you,” Biff said quickly. His uncle gave him
a look, hesitated for a moment, but apparently decided
not to protest.
179
The plane winged in on the prayers of the group
Jack did get the signal. Almost exactly two hours after
Muscles’ signal, the faint hum of a plane was heard. It
grew louder, and then came into sight. It winged in on
the prayers of the whole group, the most welcome sight
Biff had ever seen.
“Man, do you know how hot you and Biff have become 181
since you went inside? There have been spies all over
the camp. You and Biff aren’t even to get out of this
plane. Biff’s things and yours are all packed. I’ve got
’em in the luggage compartment. Soon as this crate is
refueled, it’s off for Hong Kong. You can dunk the body
there.”
“But what about you, Jack?”
“Oh, they don’t want me. It’s you two got the
information they want to keep from getting out. I don’t
know what you know, and I don’t want to. They don’t
know I’ve crossed into the big ‘C.’”
They made Hong Kong safely. Biff and his uncle found a
U.S. military policeman, who took them to the
consulate. There they reported their discovery to an
amazed official.
183
By ANDY ADAMS
185
By ANDY ADAMS
Biff Brewster, sixteen, is a tall, strongly built blond youth
who lives in Indianapolis, Indiana, with his parents and
the eleven-year-old twins, Ted and Monica. Because his
mother and father believe that travel is as important to
education as formal schooling, Biff is encouraged to
travel to various countries during the vacation months.
His experiences in these lands, and the young people he
meets there, form the basis of a new series for
adventure-loving readers. In every journey there is a
strong element of mystery, usually a direct result of
conditions peculiar to the region in which he is traveling.
Thus, in addition to adventure, these books impart
carefully researched information about foreign
countries.
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