Скотт Катлип - Паблик рилейшенз. Теория и практика

Лоуренс Г. Фостер, корпоративный вице президент по связям с общественностью (ныне на пен сии) Johnson & Johnson

(Публикуется с любезного разрешения Лоуренса Г. Фостера и журнала Public Relations Journal.)

Stuart Ewen, PR! A Social History of Spin (New York: Basic Books, 1996), viii.

James E. Grunig and Todd Hunt, Managing Public Relations (New York: Holt, Rinehart and Winston, 1984), 5.

Harwood L. Childs, An Introduction to Public Opinion (New York: John Wiley and Sons, 1940), 3, 13.

Rex F. Harlow, “Building a Public Relations Definition”, Public Relations Review 2, no. 4 (Winter 1976): 36.

Joye C. Gordon, “Interpreting Definitions of Public Relations: Self Assessment and a Sym bolic Interactionism-Based Alternative”, Public Relations Review 23, no. 1 (Spring 1997): 57-66.

Thomas L. Harris, The Marketer’s Guide to Public Relations (New York: John Wiley and Sons, 1991). Примеры, приведенные на первой странице первой главы, иллюстрируют использование паблисити и другой деятельности по стимулированию сбыта в сфере маркетинга. Это не книга по паблик рилейшенз. Скорее, она описывает, как специалисты в области паблик рилейшенз применяют свои знания и умения для поддержки маркетинга.

Bruce G. Vanden Bergh and Helen Katz, Advertising Principles: Choice, Challenge , Change (Lincolnwood, IL: NTC Business Books, 1999): 537.

Philip Kotler, Marketing Management , 9th ed. (Upper Saddle River, NJ: Prentice-Hall, 1997), 9-12.

Glen M. Broom and Kerry Tucker, “An Essential Double Helix,” Public Relations Journal 45, no. 11 (November 1989): 39. См. также Glen M. Broom, Martha M. Lauzen, and Kerry Tucker, “Public Relations and Marketing: Dividing the Conceptual Domain and Operational Turf,” Public Relations Review 17, no. 3 (Fall 1991): 219-25.

Raju Narisetti, “Anatomy of a Food Fight: The Olestra Debate,” The Wall Street Journal , July 31, 1996, p. Bl.

Gerri L. Smith and Robert L. Heath, “Moral Appeals in Mobil Oil’s Op-Ed Campaign,” Public Relations Review 16, no. 4 (Winter 1990): 49.

Henry C. Rogers, Walking the Tightrope: The Private Confessions of a Public Relations Man (New York: William Morrow, 1980), 14.

Associated Press, “Astra Exec Fired in Sex, Theft Scandal,” San Diego Union Tribune , June

1996, Business Section, p. 2.

“A Shoe-In for Product Publicity,” Public Relations Tactics , 4, no. 1 (January 1997), 3.

Raymond L. Hoewing, “The State of Public Affairs: A Profession Reinventing Itself,” in Practical Public Affairs in an Era of Change , ed. Lloyd B. Dennis (Lanham, MD: University of Press of America, 1996), 45.

John L. Paluszek, “Editorial Note: Defining Terms,” in Practical Public Affairs , ed. Dennis, xviii.

Hoewing, “The State of Public Affairs,” in Practical Public Affairs, ed. Dennis, 34.

Там же, 35.

Margery Kraus, “Government Relations in the 90s and Beyond,” in Practical Public Affairs , ed. Dennis, 89-100.

Priscilla Murphy, “Chaos Theory as a Model for Managing Issues and Crises,” Public Relations Review 22, no. 2 (Summer 1996): 103.

W. Howard Chase, “Public Issue Management: The New Science,” Public Relations Journal 33, no. 10 (October 1977): 25-26.

W. Howard Chase and Teresa Yancey Crane, “Issue Management: Dissolving the Archaic Di vision between Line and Staff,” in Practical Public Affairs , ed. Dennis, 130-31.

Kerry Tucker and Glen Broom, “Managing Issues Acts as Bridge to Strategic Planning,” Public Relations Journal 49, no. 11 (November 1993): 38-40.

Martha M. Lauzen, “Understanding the Relation between Public Relations and Issues Man agement,” Journal of Public Relations Research 9, no. 1 (1997): 80. Теоретические основы управления проблемами изложены в статье Robert L. Heath, “Corporate Issues Manage ment: Theoretical Underpinnings and Research Foundation,” Public Relations Research Annual 2 (1990): 29-65.

Washington Representatives, 15th ed. (Washington, DC: Columbia Books, 1991).

Jim Drinkard (Associated Press), “Lobbyists Play Key Role in Deregulation Power Play,” San Diego Union-Tribune, April 27, 1997, sec. I, pp. 1, 8.

Carol A. Bodensteiner, “Special Interest Group Coalitions: Ethical Standards for Broad-Base Support Efforts,” Public Relations Review 23, no. 1 (Spring 1997): 31-46.

Charles S. Mack, “Lobbying and Political Action,” in Practical Public Affairs, ed. Dennis 105. "

Подробный анализ влияния программы отношений с инвесторами на цены акци] приведен в статье Kenneth A. Saban, “Demasking Wall Street’s Influence on Stock Prices, Public Relations Review 13, no. 3 (Fall 1987): 3—11.

Barbara K. Petersen and Hugh J. Martin, “CEO Perceptions of Investor Relations as a Pub lie Relations Function: An Exploratory Study,” Journal of Public Relations Research 8, no. ; (1996): 205-6.

Эта цитата принадлежит бывшему президенту General Electric Company Ральфу Дж Кординеру; взята из книги Scott М. Cutlip and Allen Н. Center, Effective Public Relations 2d ed. (Upper Saddle River, NJ: Prentice-Hall, 1958), 6.

Center, Allen H., and Patrick Jackson. Public Relations Practices: Managerial Case Studies and Problems, 5th ed. Upper Saddle River, NJ: Prentice-Hall, 1995. Собрание классических примеров из практики, иллюстрирующих проблемы и возможности в сфере управления паблик рилейшенз.