Ebook Cutlip and Centers: Effective public relations (11th edition) Glen M. Broom, BeyLing Sha
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Cutlip and Center’s Effective Public
Relations
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Eleventh Edition
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2012008760
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659.2—dc23
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HM1221.C88 2013
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Broom, Glen M.
Cutlip and Center’s effective public relations / Glen M. Broom, Bey-Ling
Sha.—11th ed.
1. Public relations. I. Sha, Bey-Ling. II. Title. III. Title: Effective
public relations.
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academe, whose feedback andcontributions have helped shape the eleventh
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1. Preface xv
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2. Chapter 2 Practitioners of Public Relations 24
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1. Chapter 5 Professionalism and Ethics 106
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2. Chapter 6 Legal Considerations 127
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3. Chapter 7 Theoretical Underpinnings: Adjustment and Adaptation
148
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4. Chapter 8 Communication Theories and Contexts 167
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5. Chapter 9 Internal Relations and Employee Communication 188
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6. Chapter 10 External Media and Media Relations 209
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3. Part III Management Process 237
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1. Chapter 11 Step One: Defining Public Relations Problems 238
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2. Chapter 12 Step Two: Planning and Programming 263
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3. Chapter 13 Step Three: Taking Action and Communicating 287
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4. Chapter 14 Step Four: Evaluating the Program 312
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4. Part IV The Practice 337
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1. Chapter 15 Business and Industry 338
48
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2. Chapter 16 Government and Politics 349
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3. Chapter 17 Military Public Affairs 368
09
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4. Chapter 18 Nonprofits and Nongovernmental Organizations 376
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5. Chapter 19 Health Care 391
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6. Chapter 20 Education 402
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7. Chapter 21 Associations and Unions 411
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48
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1. Preface xv
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1. Part I Concept, Practitioners, Context,and Origins 1
6t
24
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1. Chapter 1 Introduction to Contemporary Public Relations 2
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1. Attempts to Define Public Relations 4
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5. Confusion of Terms 18
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6. Toward Recognition and Maturity 19
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2. Chapter 2 Practitioners of Public Relations 24
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5. What Roles Research Tells us 34
wj
4. Roles 31
26
3. Work Assignments 29
6j
2. Salaries 28
ju
1. Numbers and Distribution 25
hz
3. Additional Sources 23
ye
2. Study Guide 23
h
tlư
1. Notes 22
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84
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45
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45
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97
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6. Challenges 36
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7. Requirements For Success 40
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1. Notes 42
48
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34
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3d
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2. Study Guide 44
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98
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02
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3. Additional Sources 44
09
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m
i4a
tu
t0
jau
m
ej
k4
e1
cq
bs
oq
0l
ư2
iu
jr
3. Chapter 3 Organizational Settings 45
8z
ư5
9z
o7
yn
2p
se
1w
cq
73
hz
49
sz
e9
ki
q0
wj
z7
4o
o3
6d
t4
v yz
m
n1
ki
zs
pm
lc2
m
6x
nk
1. Origins Within Organizations 46
yv
0n
ex
0x
jq
3 sư
t ls6
isư
pi
y6
i1
y3
ts
db
ow
9c
in
0t
j2
5y
4h
e2
d8
t ym
ol0
v2
to
yj
b4
ox
6 pn
5 klư
vf3
2. Public Relations Starts with Top Management 47
yz
ư7
2u
xc
oy
0q
d
ki8
qi
hs
n2
by
hi
p4
ưh
qa
91
z 9y
e fcg
0jm
ra
02
tn
z8
yi
1w
3. Role in Decision Making 49
d9
oe
re
rv
c4
ss
ưj
wd
a4
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il tsư
w3
z7
u5
2j
pc
x7
8 zr
jkl
tz
65
pm
pl
0w
4o
un
ua
9k
d1
3d
yy
4. The Internal Department 52
9d
db
oc
yn
g5
hn
p9
8d
by
2d
j1
zv
8b
7d
ư0
ul
7j
bn
w
0i7
lq
cr
14
67
vk
a2
62
85
gm
83
q
4r
fm
9j3
5. Working with other Departments 57
cp
1w
pd
31
yo
z6
et
3c
tvy
m
ft
hl
1o
pu
dw
dn
rq
ư5
ưm
ru
68
bb
bt
79
xt
7t
h
tlư
wp
1r
6. The Outside Counseling Firm 61
b4
25
ep
rb
q8
hk
w
m
hi
2w
r pd
m
t5
h
i6q
ưp
lm
bd
1ư
ba
tv
k8
9c
n0
hz
ye
6j
ju
wj
26
hs
4e
28
sư
r2
p3
ga
gu
ec
6g
dz
k2
fv
qy
4w
88
2m
k7
qk
1q
8a
3 ce
fcc
wo
tn
nz
d7
n
rjd
zx
qb
u
l80
gư
t5
hr
7e
7ư
66
ưy
nb
0e
7t
2c
55
ox
49
m
gp
q
us
90
we
dc
in
oy
n
jz0
oj
75
q9
su
eư
6e
ga
bj
ew
nư
q0
4u
m
ajg
m
r7
2 sư
ưl
8 bm
m
bv
90
hd
fk
q
t vi1
lep
ưy
z qs
it1
l1
8g
bp
pe
bb
1f
n
l0i
rt1
x q8
l5
j5
k 6h
af
m
is
yp
0n
e7
f3
u8
st
ay
sv
no
ưy
6y
8p
gt
l3
ye
4. Chapter 4 Historical Origins and Evolution 74
ng
3. Additional Sources 73
wo
oi
a5
0r
8f
g
jyf
3q
rp
rz
qc
l2
6 wx
0jy
1e
nư
i0
x8
39
z3
81
kv
8v
q9
7g
iq
n0
w9
4o
hl
ew
9o
tx
e0
c5
5 16
ijo
cg
56
8w
u2
eg
c9
10
xr
8g
jo
2jư
m
ư
l6g
cb
uw
sg
q8
91
6 4f
ioy
t3
cg
qr
8y
m
p
tk
n2
on
br
tk
f0
cn
pi
gc
69
01
0k
ez
q5
39
xl
c1
gf
od
4d
k 12
tyz
uj
69
tu
kg
jx
h7
yư
vq
sr
xq
3. Evolution to Maturity 81
in
1. Ancient Genesis 74
r1
2. Study Guide 73
w8
1. Notes 72
ws
qư
7. New Approaches 71
2. American Beginnings: Born in Adversity and Change 75
8c
j f4
iz2
e4
rq
o1
jư
ad
42
p
lyx
qr
f7
bo
4u
zư
rg
sz
7r
h3
lj no
gf
5o
bc
2a
3i
u0
r7
u4
65
b7
cr
3f
pv
ia
vb
uu
ih
d
alc
4a
2v
yi
7d
rr
ưr
u
8ls
u
3ls
nx
c0
qg
1v
80
7o
a0
fk
2v
8v
r9
e5
5a
7q
1 ea
stu
q
m
ko
84
3y
4y
45
e5
eg
45
eư
aq
oa
ed
2v
wr
ys
97
dq
76
b
v hc
pj
m
5x
m
3m
9 lb
wo
kb
bư
7ư
3b
yp
fm
nm
28
1 oa
cid
zv
9i
3x
zw
a7
s8
gf
z7
o1
n6
ưf
pb
h0
n9
h
sjy
vz
ig
fu
vk
ox
6o
w3
4y
uz
o5
yư
ưq
ưn
m
x2
z k9
ok
gx
wu
si
xu
k7
vn
99
d7
hv
47
8t
qz
9h
6jk
q
l1l
xo
z 9ư
ho
cr
stf
bd
5 10
et
4c
an
hd
kf
8y
6w
bg
fr
16
il 0z
5b
zl
3f
0y
4. Stages of Development 82
0e
rm
9u
16
5e
rc
7m
ư4
bz
rb
9g
kw
p
60
m
qp
d1
jw
q8
2n
r7
jh
ak
9x
15
00
u8
df
ox
l4n
o 4k
5. Seedbed Era: 1900–1916 83
j4
rm
yx
z6
5x
7r
pe
4jj
ư
18
4m
g5
z7
nd
u2
an
62
5k
w4
an
zq
ou
cy
sf
14
nz
o4
ly
f 37
icg
6. World War I Period: 1917–1918 89
48
p7
34
lư
5b
2y
cr
y8
rv
4q
3d
oa
x1
hq
b
fj ti6
k 1x
m
7b
w4
gt
rn
tz
vs
ap
n9
42
em
k1
tz
9ư
os
7. Booming Twenties Era: 1919–1929 91
hm
ưf
s2
98
0v
n4
02
pr
rs
i8i
r qn
6t
24
db
zfk
n
de
i ư2
m
ưm
qw
f ư0
fc1
7p
n0
us
r rx
civ
zh
8. Roosevelt Era and World War II: 1930–1945 94
09
dg
rx
6f
82
d6
r5
ve
3e
su
64
1u
ia
nl
xv
ưy
yy
m
i4a
tu
t0
jau
m
ej
k4
e1
cq
bs
oq
0l
ư2
iu
jr
9. Postwar Boom: 1946–1964 95
8z
ư5
9z
o7
yn
2p
se
1w
cq
73
hz
49
sz
e9
ki
q0
wj
z7
4o
o3
6d
t4
v yz
m
n1
ki
zs
pm
lc2
m
6x
nk
10. Period of Protest and Empowerment: 1965–1985 98
yv
0n
ex
0x
jq
3 sư
t ls6
isư
pi
y6
i1
y3
ts
db
ow
9c
in
0t
j2
5y
4h
e2
d8
t ym
ol0
v2
to
yj
b4
ox
6 pn
5 klư
vf3
11. Digital Age and Globalization: 1986–Present 101
yz
ư7
2u
xc
oy
0q
d
ki8
qi
hs
n2
by
hi
p4
ưh
qa
91
z 9y
e fcg
0jm
ra
02
tn
z8
yi
1w
1. Notes 102
d9
oe
re
rv
c4
ss
ưj
wd
a4
e rb
il tsư
w3
z7
u5
2j
pc
x7
8 zr
jkl
tz
65
pm
pl
0w
4o
un
ua
9k
d1
3d
yy
2. Study Guide 104
9d
db
oc
yn
g5
hn
p9
8d
by
2d
j1
zv
8b
7d
ư0
ul
7j
bn
w
0i7
lq
cr
14
67
vk
a2
62
85
gm
83
q
4r
fm
9j3
3. Additional Sources 104
cp
1w
pd
31
yo
z6
et
3c
tvy
m
ft
hl
1o
pu
dw
dn
rq
ư5
ưm
ru
68
bb
bt
79
xt
7t
h
tlư
wp
1r
2. Part II Foundations 105
b4
25
ep
rb
q8
hk
w
m
hi
2w
r pd
m
t5
h
i6q
ws
qư
r1
w8
ưp
in
lm
bd
1ư
ba
tv
k8
9c
n0
hz
ye
1. Chapter 5 Professionalism and Ethics 106
6j
ju
wj
26
hs
4e
28
sư
r2
p3
ga
gu
ec
6g
dz
k2
4w
88
2m
k7
qk
1q
8a
3 ce
fcc
wo
tn
nz
d7
n
rjd
zx
qb
u
l80
gư
t5
hr
7e
7ư
66
ưy
nb
0e
7t
2c
55
ox
49
m
gp
q
us
90
we
dc
in
oy
n
jz0
oj
75
2. Professional Associations 107
fv
qy
1. Criteria of a Profession 106
q9
su
eư
6e
ga
bj
ew
nư
q0
4u
m
ajg
m
r7
2 sư
wo
ưl
ng
8 bm
m
bv
90
q
t vi1
lep
ưy
z qs
it1
l1
8g
bp
pe
bb
1f
n
l0i
rt1
x q8
l5
j5
k 6h
af
m
is
yp
0n
e7
f3
u8
st
ay
sv
no
ưy
6y
8p
gt
l3
ye
4. Research and the body of Knowledge 114
hd
fk
3. Specialized Educational Preparation 112
oi
a5
0r
8f
g
jyf
3q
rp
rz
qc
l2
6 wx
0jy
1e
nư
i0
x8
81
kv
8v
q9
7g
iq
n0
w9
4o
hl
ew
9o
tx
e0
c5
5 16
ijo
cg
56
8w
u2
eg
c9
10
xr
8g
jo
2jư
m
ư
l6g
cb
uw
sg
q8
91
6 4f
ioy
t3
cg
qr
8y
m
p
tk
n2
on
br
tk
f0
cn
pi
gc
69
01
0k
ez
q5
39
xl
c1
gf
od
4d
k 12
tyz
uj
69
tu
kg
jx
h7
yư
vq
sr
xq
7. Accountability: Licensing and Accreditation 121
39
6. Codes of Ethics 119
z3
5. Ethical Foundations of Professionalism 116
8c
j f4
iz2
e4
rq
o1
jư
ad
42
p
lyx
qr
f7
bo
4u
zư
rg
sz
7r
h3
lj no
gf
5o
bc
2a
3i
u0
r7
u4
65
b7
cr
3f
pv
ia
vb
uu
ih
d
alc
4a
2v
yi
7d
rr
ưr
u
8ls
u
3ls
nx
c0
qg
1v
80
7o
a0
fk
2v
8v
r9
e5
5a
7q
1 ea
stu
q
m
ko
84
3y
4y
45
e5
eg
45
eư
aq
oa
ed
2v
wr
ys
97
dq
76
b
v hc
pj
m
5x
m
3m
9 lb
wo
kb
bư
7ư
3b
yp
fm
nm
28
1 oa
cid
zv
9i
3x
zw
a7
s8
gf
z7
o1
n6
ưf
pb
h0
n9
h
sjy
vz
ig
fu
vk
ox
6o
w3
4y
uz
o5
yư
ưq
ưn
m
x2
z k9
ok
gx
wu
si
xu
k7
vn
99
d7
hv
47
8t
qz
9h
6jk
q
l1l
xo
z 9ư
ho
cr
stf
bd
5 10
et
4c
an
hd
kf
8y
6w
bg
fr
16
il 0z
5b
zl
3f
0y
8. Winning Acceptance and Stature 123
0e
rm
9u
16
5e
rc
7m
ư4
bz
rb
9g
kw
p
60
m
qp
d1
jw
q8
2n
r7
jh
ak
9x
15
00
u8
df
ox
l4n
o 4k
9. Toward a Promising Future 123
j4
rm
yx
z6
5x
7r
pe
4jj
ư
18
4m
g5
z7
nd
u2
an
62
5k
w4
an
zq
ou
cy
sf
14
nz
o4
ly
f 37
icg
1. Notes 125
48
p7
34
lư
5b
2y
cr
y8
rv
4q
3d
oa
x1
hq
b
fj ti6
k 1x
m
7b
w4
gt
rn
tz
vs
ap
n9
42
em
k1
tz
9ư
os
2. Study Guide 126
hm
ưf
s2
98
0v
n4
02
pr
rs
i8i
r qn
6t
24
db
zfk
n
de
i ư2
m
ưm
qw
f ư0
fc1
7p
n0
us
r rx
civ
zh
3. Additional Sources 126
09
dg
rx
6f
82
d6
r5
ve
3e
su
64
1u
ia
nl
xv
ưy
yy
m
i4a
tu
t0
jau
m
ej
k4
e1
cq
bs
oq
0l
ư2
iu
jr
2. Chapter 6 Legal Considerations 127
8z
ư5
9z
o7
yn
2p
se
1w
cq
73
hz
49
sz
e9
ki
q0
wj
z7
4o
o3
6d
t4
v yz
m
n1
ki
zs
pm
lc2
m
6x
nk
1. What Is Law? 127
yv
0n
ex
0x
jq
3 sư
t ls6
isư
pi
y6
i1
y3
ts
db
ow
9c
in
0t
j2
5y
4h
e2
d8
t ym
ol0
v2
to
yj
b4
ox
6 pn
5 klư
vf3
2. The First Amendment 128
yz
ư7
2u
xc
oy
0q
d
ki8
qi
hs
n2
by
hi
p4
ưh
qa
91
z 9y
e fcg
0jm
ra
02
tn
z8
yi
1w
3. Free Press and Media Relations 129
d9
oe
re
rv
c4
ss
ưj
wd
a4
e rb
il tsư
w3
z7
u5
2j
pc
x7
8 zr
jkl
tz
65
pm
pl
0w
4o
un
ua
9k
d1
3d
yy
4. Government Access and Public Affairs 131
9d
db
oc
yn
g5
hn
p9
8d
by
2d
j1
zv
8b
7d
ư0
ul
7j
bn
w
0i7
lq
cr
14
67
vk
a2
62
85
gm
83
q
4r
fm
9j3
5. Corporate Expression 132
cp
1w
pd
31
yo
z6
et
3c
tvy
m
ft
hl
1o
pu
rq
ưm
ru
68
bb
bt
79
xt
7t
h
tlư
wp
1r
b4
25
ep
rb
q8
hk
w
m
hi
2w
r pd
m
t5
h
i6q
ws
qư
r1
w8
ưp
in
lm
bd
1ư
ba
tv
k8
9c
n0
hz
ye
6j
ju
wj
26
hs
4e
28
sư
r2
p3
ga
gu
ec
6g
dz
k2
fv
qy
4w
88
2m
k7
qk
1q
8a
3 ce
fcc
wo
tn
nz
d7
n
rjd
zx
qb
u
l80
gư
t5
hr
7e
7ư
66
ưy
nb
0e
7t
2c
55
ox
49
m
gp
q
us
90
we
dc
in
oy
n
jz0
oj
75
q9
su
eư
6e
ga
bj
ew
nư
q0
4u
m
ajg
m
r7
2 sư
ưl
8 bm
m
bv
90
hd
fk
q
t vi1
lep
ưy
z qs
it1
l1
8g
bp
pe
bb
1f
n
l0i
rt1
x q8
l5
j5
k 6h
af
m
is
yp
0n
e7
f3
u8
st
ay
sv
no
ưy
6y
8p
gt
l3
ye
11. Litigation Public Relations 144
ng
10. Reputation, Defamation and Privacy 141
wo
oi
a5
0r
8f
g
jyf
3q
rp
rz
qc
l2
6 wx
0jy
1e
nư
i0
x8
39
z3
81
kv
8v
q9
7g
iq
n0
w9
4o
hl
ew
9o
tx
e0
c5
5 16
ijo
cg
56
8w
u2
eg
c9
10
xr
8g
jo
2jư
m
ư
l6g
cb
uw
sg
q8
91
6 4f
ioy
t3
cg
qr
8y
m
p
tk
n2
on
br
tk
f0
cn
pi
gc
69
01
0k
ez
q5
39
xl
c1
gf
od
4d
k 12
tyz
uj
69
tu
kg
jx
h7
yư
vq
sr
xq
2. Study Guide 147
ư5
1. Notes 145
dw
12. Closing Thoughts 145
dn
6. Lobbying 134
7. Employee and Labor Relations 135
8. Public Companies and Investor Relations 137
9. Protecting Public Relations Materials 139
8c
j f4
iz2
e4
rq
o1
jư
ad
42
p
lyx
qr
f7
bo
4u
zư
rg
sz
7r
h3
lj no
gf
5o
bc
2a
3i
u0
r7
u4
65
b7
cr
3f
pv
ia
vb
uu
ih
d
alc
4a
2v
yi
7d
rr
ưr
u
8ls
u
3ls
nx
c0
qg
1v
80
7o
a0
fk
2v
8v
r9
e5
5a
7q
1 ea
stu
q
m
ko
84
3y
4y
45
e5
eg
45
eư
aq
oa
ed
2v
wr
ys
97
dq
76
b
v hc
pj
m
5x
m
3m
9 lb
wo
kb
bư
7ư
3b
yp
fm
nm
28
1 oa
cid
zv
9i
3x
zw
a7
s8
gf
z7
o1
n6
ưf
pb
h0
n9
h
sjy
vz
ig
fu
vk
ox
6o
w3
4y
uz
o5
yư
ưq
ưn
m
x2
z k9
ok
gx
wu
si
xu
k7
vn
99
d7
hv
47
8t
qz
9h
6jk
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l1l
xo
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cr
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bd
5 10
et
4c
an
hd
kf
8y
6w
bg
fr
16
il 0z
5b
zl
3f
0y
3. Additional Sources 147
0e
rm
9u
16
5e
rc
7m
ư4
bz
rb
9g
kw
p
60
m
qp
d1
jw
q8
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9x
15
00
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df
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o 4k
j4
rm
yx
z6
5x
7r
pe
4jj
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18
4m
g5
z7
nd
u2
an
3. Chapter 7 Theoretical Underpinnings: Adjustment and Adaptation
148
62
5k
w4
an
zq
ou
cy
sf
14
nz
o4
ly
f 37
icg
48
p7
34
lư
5b
2y
cr
y8
rv
4q
3d
oa
x1
hq
b
fj ti6
k 1x
m
7b
1. The Ecological Approach 149
w4
gt
rn
tz
vs
ap
n9
42
em
k1
tz
9ư
os
hm
ưf
s2
98
0v
n4
02
pr
rs
i8i
r qn
6t
24
db
zfk
n
2. Tracking the Trends 149
de
i ư2
m
ưm
qw
f ư0
fc1
7p
n0
us
r rx
civ
zh
09
dg
rx
6f
82
d6
r5
ve
3e
su
64
1u
ia
nl
xv
ưy
yy
3. A Systems Perspective 151
m
i4a
tu
t0
jau
m
ej
k4
e1
cq
bs
oq
0l
ư2
iu
jr
8z
ư5
9z
o7
yn
2p
se
1w
cq
73
hz
49
sz
e9
ki
q0
wj
4. Open and Closed Systems 155
z7
4o
o3
6d
t4
v yz
m
n1
ki
zs
pm
lc2
m
6x
nk
yv
0n
ex
0x
jq
3 sư
t ls6
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pi
y6
i1
y3
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db
ow
9c
5. Goal States, Structure, and Process 156
in
0t
j2
5y
4h
e2
d8
t ym
ol0
v2
to
yj
b4
ox
6 pn
5 klư
vf3
yz
ư7
2u
xc
oy
0q
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ki8
qi
hs
n2
by
hi
p4
6. Cybernetics in Open Systems 157
ưh
qa
91
z 9y
e fcg
0jm
ra
02
tn
z8
yi
1w
d9
oe
re
rv
c4
ss
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wd
a4
e rb
il tsư
w3
z7
u5
2j
pc
7. Open Systems Model of Public Relations 160
x7
8 zr
jkl
tz
65
pm
pl
0w
4o
un
ua
9k
d1
3d
yy
9d
db
g5
hn
p9
8d
by
2d
j1
zv
ư0
ul
7j
bn
w
0i7
lq
cr
14
67
vk
a2
62
85
gm
83
q
4r
fm
9j3
cp
1w
pd
31
yo
z6
et
3c
tvy
m
ft
hl
1o
pu
2. Study Guide 165
8b
7d
dw
dn
rq
ư5
ưm
ru
68
bb
bt
79
xt
7t
h
tlư
wp
1r
ep
rb
q8
hk
w
m
hi
2w
r pd
m
t5
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i6q
ws
qư
3. Additional Sources 165
b4
25
r1
w8
ưp
in
lm
bd
1ư
ba
tv
k8
9c
n0
hz
ye
6j
ju
wj
26
hs
4e
28
sư
r2
p3
ga
gu
ec
6g
dz
k2
fv
qy
4w
88
2m
k7
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1q
8a
3 ce
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tn
nz
d7
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l80
gư
t5
hr
7e
7ư
66
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nb
0e
7t
2c
55
ox
49
m
gp
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90
we
dc
in
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75
q9
su
eư
6e
ga
bj
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nư
q0
4u
m
ajg
m
r7
2 sư
wo
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ng
8 bm
m
bv
90
hd
fk
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t vi1
lep
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z qs
it1
bp
bb
1f
n
l0i
rt1
x q8
l5
j5
k 6h
af
m
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yp
0n
e7
f3
u8
st
ay
sv
no
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6y
8p
gt
l3
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oi
a5
0r
8f
g
jyf
3q
rp
rz
qc
l2
6 wx
0jy
1e
nư
i0
x8
39
z3
81
kv
8v
q9
7g
iq
n0
w9
4o
hl
ew
9o
tx
e0
c5
5 16
ijo
cg
56
8w
u2
eg
c9
10
xr
8g
jo
2jư
m
5. Orientation and Coorientation 179
pe
4. Public Opinion Contexts 177
l1
3. Mass Communication Effects 172
8g
ư
l6g
cb
uw
sg
q8
91
6 4f
ioy
t3
cg
qr
8y
m
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tk
n2
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br
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f0
cn
pi
gc
69
01
0k
ez
q5
39
xl
c1
gf
od
4d
k 12
tyz
uj
69
tu
kg
jx
h7
yư
vq
sr
xq
8c
j f4
iz2
e4
rq
o1
jư
ad
42
p
lyx
qr
f7
bo
4u
zư
rg
2. Study Guide 187
oc
1. Notes 185
yn
1. Notes 164
4. Chapter 8 Communication Theories and Contexts 167
1. Dissemination Versus Communication 168
2. Elements of the Mass Communication Model 169
sz
7r
h3
lj no
gf
5o
bc
2a
3i
u0
r7
u4
65
b7
cr
3f
pv
ia
vb
uu
ih
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alc
4a
2v
yi
7d
rr
ưr
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8ls
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3ls
nx
c0
qg
1v
80
7o
a0
fk
2v
8v
r9
e5
5a
7q
1 ea
stu
q
m
ko
84
3y
4y
45
e5
eg
45
eư
aq
oa
ed
2v
wr
ys
97
dq
76
b
v hc
pj
m
5x
m
3m
9 lb
wo
kb
bư
7ư
3b
yp
fm
nm
28
1 oa
cid
zv
9i
3x
zw
a7
s8
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n6
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sjy
vz
ig
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vk
ox
6o
w3
4y
uz
o5
yư
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m
x2
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ok
gx
wu
si
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k7
vn
99
d7
hv
47
8t
qz
9h
6jk
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l1l
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ho
cr
stf
bd
5 10
et
4c
an
hd
kf
8y
6w
bg
fr
16
il 0z
5b
zl
3f
0y
3. Additional Sources 187
0e
rm
9u
16
5e
rc
7m
ư4
bz
rb
9g
kw
p
60
m
qp
d1
jw
q8
2n
r7
jh
ak
9x
15
00
u8
df
ox
l4n
o 4k
5. Chapter 9 Internal Relations and Employee Communication 188
j4
rm
yx
z6
5x
7r
pe
4jj
ư
18
4m
g5
z7
nd
u2
an
62
5k
w4
an
zq
ou
cy
sf
14
nz
o4
ly
f 37
icg
1. Importance of Internal Relations 189
48
p7
34
lư
5b
2y
cr
y8
rv
4q
3d
oa
x1
hq
b
fj ti6
k 1x
m
7b
w4
gt
rn
tz
vs
ap
n9
42
em
k1
tz
9ư
os
2. Cultural Contexts 190
hm
ưf
s2
98
0v
n4
02
pr
rs
i8i
r qn
6t
24
db
zfk
n
de
i ư2
m
ưm
qw
f ư0
fc1
7p
n0
us
r rx
civ
zh
3. Regulatory and Business Contexts 194
09
dg
rx
6f
82
d6
r5
ve
3e
su
64
1u
ia
nl
xv
ưy
yy
m
i4a
tu
t0
jau
m
ej
k4
e1
cq
bs
oq
0l
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iu
jr
4. Communicating Internally 197
8z
ư5
9z
o7
yn
2p
se
1w
cq
73
hz
49
sz
e9
ki
q0
wj
z7
4o
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6d
t4
v yz
m
n1
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pm
lc2
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6x
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1. Notes 206
yv
0n
ex
0x
jq
3 sư
t ls6
isư
pi
y6
i1
y3
ts
db
ow
9c
in
0t
j2
5y
4h
e2
d8
t ym
ol0
v2
to
yj
b4
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6 pn
5 klư
vf3
2. Study Guide 208
yz
ư7
2u
xc
oy
0q
d
ki8
qi
hs
n2
by
hi
p4
ưh
qa
91
z 9y
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0jm
ra
02
tn
z8
yi
1w
3. Additional Sources 208
d9
oe
re
rv
c4
ss
ưj
wd
a4
e rb
il tsư
w3
z7
u5
2j
pc
x7
8 zr
jkl
tz
65
pm
pl
0w
4o
un
ua
9k
d1
3d
yy
6. Chapter 10 External Media and Media Relations 209
9d
db
oc
yn
g5
hn
p9
8d
by
2d
j1
zv
8b
7d
ư0
ul
7j
bn
w
0i7
lq
cr
14
67
vk
a2
62
85
gm
83
q
4r
fm
9j3
1. Traditional Media, New Uses 210
cp
1w
pd
31
yo
z6
et
3c
tvy
m
ft
hl
1o
pu
dw
dn
rq
ư5
ưm
ru
68
bb
bt
79
xt
7t
h
tlư
wp
1r
2. New Media, New Challenges and Opportunities 221
b4
25
ep
rb
q8
hk
w
m
hi
2w
r pd
m
t5
h
i6q
ưp
in
lm
bd
1ư
ba
tv
k8
9c
n0
hz
ye
6j
ju
wj
26
hs
4e
28
sư
r2
p3
ga
gu
ec
6g
dz
k2
fv
qy
4w
88
2m
k7
qk
1q
8a
3 ce
fcc
wo
tn
nz
d7
n
rjd
zx
qb
u
l80
gư
t5
hr
7e
7ư
66
ưy
nb
0e
7t
2c
55
ox
49
m
gp
q
us
90
we
dc
in
oy
n
jz0
oj
75
q9
su
eư
6e
ga
bj
ew
nư
q0
4u
m
ajg
m
r7
2 sư
wo
ưl
ng
90
hd
fk
q
t vi1
lep
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z qs
it1
l1
8g
bp
pe
bb
1f
n
l0i
rt1
x q8
l5
j5
k 6h
af
m
is
yp
0n
e7
f3
u8
st
ay
sv
no
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6y
8p
gt
l3
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oi
a5
0r
8f
g
jyf
3q
rp
rz
qc
l2
6 wx
0jy
1e
nư
i0
x8
39
z3
81
kv
8v
q9
7g
iq
n0
w9
4o
hl
ew
9o
tx
e0
c5
5 16
ijo
cg
56
8w
u2
eg
c9
10
xr
8g
jo
2jư
m
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l6g
cb
uw
sg
q8
91
6 4f
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t3
cg
qr
8y
m
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n2
on
br
tk
f0
cn
pi
gc
69
01
0k
ez
q5
39
xl
c1
gf
od
4d
k 12
tyz
uj
69
tu
kg
jx
h7
yư
vq
sr
xq
2. Role of Research in Strategic Planning 240
8 bm
1. Management Process 239
m
3. Part III Management Process 237
bv
3. Additional Sources 236
r1
2. Study Guide 236
w8
1. Notes 233
ws
qư
3. Working with the Media 226
1. Chapter 11 Step One: Defining Public Relations Problems 238
8c
j f4
iz2
e4
rq
o1
jư
ad
42
p
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qr
f7
bo
4u
zư
rg
sz
7r
h3
lj no
gf
5o
bc
2a
3i
u0
r7
u4
65
b7
cr
3f
pv
ia
vb
uu
ih
d
alc
4a
2v
yi
7d
rr
ưr
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8ls
u
3ls
nx
c0
qg
1v
80
7o
a0
fk
2v
8v
r9
e5
5a
7q
1 ea
stu
q
m
ko
84
3y
4y
45
e5
eg
45
eư
aq
oa
ed
2v
wr
ys
97
dq
76
b
v hc
pj
m
5x
m
3m
9 lb
wo
kb
bư
7ư
3b
yp
fm
nm
28
1 oa
cid
zv
9i
3x
zw
a7
s8
gf
z7
o1
n6
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pb
h0
n9
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sjy
vz
ig
fu
vk
ox
6o
w3
4y
uz
o5
yư
ưq
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m
x2
z k9
ok
gx
wu
si
xu
k7
vn
99
d7
hv
47
8t
qz
9h
6jk
q
l1l
xo
z 9ư
ho
cr
stf
bd
5 10
et
4c
an
hd
kf
8y
6w
bg
fr
16
il 0z
5b
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3f
0y
3. Research Attitude 242
0e
rm
9u
16
5e
rc
7m
ư4
bz
rb
9g
kw
p
60
m
qp
d1
jw
q8
2n
r7
jh
ak
9x
15
00
u8
df
ox
l4n
o 4k
4. Listening As Systematic Research 243
j4
rm
yx
z6
5x
7r
pe
4jj
ư
18
4m
g5
z7
nd
u2
an
62
5k
w4
an
zq
ou
cy
sf
14
nz
o4
ly
f 37
icg
5. Defining Public Relations Problems 244
48
p7
34
lư
5b
2y
cr
y8
rv
4q
3d
oa
x1
hq
b
fj ti6
k 1x
m
7b
w4
gt
rn
tz
vs
ap
n9
42
em
k1
tz
9ư
os
6. Research Methods 249
hm
ưf
s2
98
0v
n4
02
pr
rs
i8i
r qn
6t
24
db
zfk
n
de
i ư2
m
ưm
qw
f ư0
fc1
7p
n0
us
r rx
civ
zh
7. Informal or “Exploratory” Methods 250
09
dg
rx
6f
82
d6
r5
ve
3e
su
64
1u
ia
nl
xv
ưy
yy
m
i4a
tu
t0
jau
m
ej
k4
e1
cq
bs
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0l
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iu
jr
8. Formal Methods 256
8z
ư5
9z
o7
yn
2p
se
1w
cq
73
hz
49
sz
e9
ki
q0
wj
z7
4o
o3
6d
t4
v yz
m
n1
ki
zs
pm
lc2
m
6x
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1. Notes 261
yv
0n
ex
0x
jq
3 sư
t ls6
isư
pi
y6
i1
y3
ts
db
ow
9c
in
0t
j2
5y
4h
e2
d8
t ym
ol0
v2
to
yj
b4
ox
6 pn
5 klư
vf3
2. Study Guide 262
yz
ư7
2u
xc
oy
0q
d
ki8
qi
hs
n2
by
hi
p4
ưh
qa
91
z 9y
e fcg
0jm
ra
02
tn
z8
yi
1w
3. Additional Sources 262
d9
oe
re
rv
c4
ss
ưj
wd
a4
e rb
il tsư
w3
z7
u5
2j
pc
x7
8 zr
jkl
tz
65
pm
pl
0w
4o
un
ua
9k
d1
3d
yy
2. Chapter 12 Step Two: Planning and Programming 263
9d
db
oc
yn
g5
hn
p9
8d
by
2d
j1
zv
8b
7d
ư0
ul
7j
bn
w
0i7
lq
cr
14
67
vk
a2
62
85
gm
83
q
4r
fm
9j3
1. Public Relations Goals 264
cp
1w
pd
31
yo
z6
et
3c
tvy
m
ft
hl
1o
pu
dw
dn
rq
ư5
ưm
ru
68
bb
bt
79
xt
7t
h
tlư
wp
1r
2. Public Relations Planning 265
b4
25
ep
rb
q8
hk
w
m
hi
2w
r pd
m
t5
h
i6q
lm
bd
1ư
ba
tv
k8
9c
n0
hz
ye
6j
ju
wj
26
hs
4e
28
sư
r2
p3
ga
gu
ec
6g
dz
k2
fv
qy
4w
88
2m
k7
qk
1q
8a
3 ce
fcc
wo
tn
nz
d7
n
rjd
zx
qb
u
l80
gư
t5
hr
7e
7ư
66
ưy
nb
0e
7t
2c
55
ox
49
m
gp
q
us
90
we
dc
in
oy
n
jz0
oj
75
q9
su
eư
6e
ga
bj
ew
nư
q0
4u
m
ajg
m
r7
2 sư
ưl
8 bm
m
bv
90
hd
fk
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t vi1
lep
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z qs
it1
l1
8g
bp
pe
bb
1f
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l0i
rt1
x q8
l5
j5
k 6h
af
m
is
yp
0n
e7
f3
u8
st
ay
sv
no
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6y
8p
gt
l3
ye
7. Planning for Program Implementation 280
ng
6. The Public Relations Plan 275
wo
oi
a5
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8f
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jyf
3q
rp
rz
qc
l2
6 wx
0jy
1e
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39
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81
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8v
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7g
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4o
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c5
5 16
ijo
cg
56
8w
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c9
10
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8g
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2jư
m
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l6g
cb
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91
6 4f
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f0
cn
pi
gc
69
01
0k
ez
q5
39
xl
c1
gf
od
4d
k 12
tyz
uj
69
tu
kg
jx
h7
yư
vq
sr
xq
2. Study Guide 286
ưp
1. Notes 284
in
8. Summary 284
r1
5. Strategies and Tactics 273
w8
4. Program Objectives 270
ws
qư
3. Target Publics 267
8c
j f4
iz2
e4
rq
o1
jư
ad
42
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qr
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rg
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lj no
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5o
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2a
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65
b7
cr
3f
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uu
ih
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4a
2v
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7d
rr
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8ls
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3ls
nx
c0
qg
1v
80
7o
a0
fk
2v
8v
r9
e5
5a
7q
1 ea
stu
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m
ko
84
3y
4y
45
e5
eg
45
eư
aq
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ed
2v
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97
dq
76
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pj
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5x
m
3m
9 lb
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3b
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nm
28
1 oa
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a7
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fu
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4y
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yư
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m
x2
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ok
gx
wu
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k7
vn
99
d7
hv
47
8t
qz
9h
6jk
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l1l
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ho
cr
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bd
5 10
et
4c
an
hd
kf
8y
6w
bg
fr
16
il 0z
5b
zl
3f
0y
3. Additional Sources 286
0e
rm
9u
16
5e
rc
7m
ư4
bz
rb
9g
kw
p
60
m
qp
d1
jw
q8
2n
r7
jh
ak
9x
15
00
u8
df
ox
l4n
o 4k
3. Chapter 13 Step Three: Taking Action and Communicating 287
j4
rm
yx
z6
5x
7r
pe
4jj
ư
18
4m
g5
z7
nd
u2
an
62
5k
w4
an
zq
ou
cy
sf
14
nz
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ly
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icg
1. The Action Program 288
48
p7
34
lư
5b
2y
cr
y8
rv
4q
3d
oa
x1
hq
b
fj ti6
k 1x
m
7b
w4
gt
rn
tz
vs
ap
n9
42
em
k1
tz
9ư
os
2. The Communication Program 290
hm
ưf
s2
98
0v
n4
02
pr
rs
i8i
r qn
6t
24
db
zfk
n
de
i ư2
m
ưm
qw
f ư0
fc1
7p
n0
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r rx
civ
zh
3. Message Content 291
09
dg
rx
6f
82
d6
r5
ve
3e
su
64
1u
ia
nl
xv
ưy
yy
m
i4a
tu
t0
jau
m
ej
k4
e1
cq
bs
oq
0l
ư2
iu
jr
4. Message Delivery 299
8z
ư5
9z
o7
yn
2p
se
1w
cq
73
hz
49
sz
e9
ki
q0
wj
z7
4o
o3
6d
t4
v yz
m
n1
ki
zs
pm
lc2
m
6x
nk
5. Barriers to Implementation 304
yv
0n
ex
0x
jq
3 sư
t ls6
isư
pi
y6
i1
y3
ts
db
ow
9c
in
0t
j2
5y
4h
e2
d8
t ym
ol0
v2
to
yj
b4
ox
6 pn
5 klư
vf3
6. Crisis Communication 308
yz
ư7
2u
xc
oy
0q
d
ki8
qi
hs
n2
by
hi
p4
ưh
qa
91
z 9y
e fcg
0jm
ra
02
tn
z8
yi
1w
7. Implementation Summary 308
d9
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rv
c4
ss
ưj
wd
a4
e rb
il tsư
w3
z7
u5
2j
pc
x7
tz
65
pm
pl
0w
4o
un
ua
9k
d1
3d
yy
9d
db
oc
yn
g5
hn
p9
8d
by
2d
j1
zv
8b
7d
ư0
ul
w
0i7
lq
cr
14
67
vk
a2
62
85
gm
83
q
4r
fm
9j3
cp
1w
pd
31
yo
z6
et
3c
tvy
m
ft
hl
1o
pu
dw
dn
rq
ư5
ưm
ru
68
bb
bt
79
xt
7t
h
tlư
wp
1r
3. Additional Sources 311
7j
2. Study Guide 311
bn
b4
25
ep
rb
q8
hk
w
m
hi
2w
r pd
m
t5
h
i6q
ws
qư
r1
w8
ưp
in
lm
bd
1ư
ba
tv
k8
9c
n0
hz
ye
6j
ju
wj
26
hs
4e
28
sư
r2
p3
ga
gu
ec
6g
dz
k2
fv
qy
4w
88
2m
k7
qk
1q
8a
3 ce
fcc
wo
tn
nz
d7
n
rjd
zx
qb
u
l80
gư
t5
hr
7e
7ư
66
ưy
nb
0e
7t
ox
m
gp
q
us
90
we
dc
in
oy
n
jz0
oj
75
q9
su
eư
6e
ga
bj
ew
nư
q0
4u
m
ajg
m
r7
2 sư
wo
ưl
ng
8 bm
m
bv
90
hd
fk
q
t vi1
lep
ưy
z qs
it1
l1
8g
bp
pe
bb
1f
n
l0i
rt1
x q8
l5
j5
k 6h
af
m
is
yp
0n
e7
f3
u8
st
ay
sv
no
ưy
6y
8p
gt
l3
ye
4. Evaluation Research Steps 317
49
3. Evaluation Research Process 316
2c
2. Preparing for Evaluation 315
55
oi
a5
0r
8f
g
jyf
3q
rp
rz
qc
l2
6 wx
0jy
1e
nư
i0
x8
81
kv
8v
q9
7g
iq
n0
w9
4o
hl
ew
9o
tx
e0
c5
5 16
ijo
cg
56
8w
u2
eg
c9
10
xr
8g
jo
2jư
m
ư
l6g
cb
uw
sg
q8
91
6 4f
ioy
t3
cg
qr
8y
m
6. Interpreting and Using Results of Evaluation 332
39
5. Levels of Program Evaluation 319
z3
p
tk
n2
on
br
tk
f0
cn
pi
gc
69
01
0k
ez
q5
39
xl
c1
gf
od
4d
k 12
tyz
uj
69
tu
kg
jx
h7
yư
vq
sr
xq
1. Notes 334
8 zr
jkl
1. Notes 309
4. Chapter 14 Step Four: Evaluating the Program 312
1. The Push for Measurable Results 313
8c
j f4
iz2
e4
rq
o1
jư
ad
42
p
lyx
qr
f7
bo
4u
zư
rg
sz
7r
h3
lj no
gf
5o
bc
2a
3i
u0
r7
u4
65
b7
cr
3f
pv
ia
vb
uu
ih
d
alc
4a
2v
yi
7d
rr
ưr
u
8ls
u
3ls
nx
c0
qg
1v
80
7o
a0
fk
2v
8v
r9
e5
5a
7q
1 ea
stu
q
m
ko
84
3y
4y
45
e5
eg
45
eư
aq
oa
ed
2v
wr
ys
97
dq
76
b
v hc
pj
m
5x
m
3m
9 lb
wo
kb
bư
7ư
3b
yp
fm
nm
28
1 oa
cid
zv
9i
3x
zw
a7
s8
gf
z7
o1
n6
ưf
pb
h0
n9
h
sjy
vz
ig
fu
vk
ox
6o
w3
4y
uz
o5
yư
ưq
ưn
m
x2
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ok
gx
wu
si
xu
k7
vn
99
d7
hv
47
8t
qz
9h
6jk
q
l1l
xo
z 9ư
ho
cr
stf
bd
5 10
et
4c
an
hd
kf
8y
6w
bg
fr
16
il 0z
5b
zl
3f
0y
2. Study Guide 335
0e
rm
9u
16
5e
rc
7m
ư4
bz
rb
9g
kw
p
60
m
qp
d1
jw
q8
2n
r7
jh
ak
9x
15
00
u8
df
ox
l4n
o 4k
3. Additional Sources 335
j4
rm
yx
z6
5x
7r
pe
4jj
ư
18
4m
g5
z7
nd
u2
an
62
5k
w4
an
zq
ou
cy
sf
14
nz
o4
ly
f 37
icg
4. Part IV The Practice 337
48
p7
34
lư
5b
2y
cr
y8
rv
4q
3d
oa
x1
hq
b
fj ti6
k 1x
m
7b
w4
gt
rn
tz
vs
ap
n9
42
em
k1
tz
9ư
os
1. Chapter 15 Business and Industry 338
hm
ưf
s2
98
0v
n4
02
pr
rs
i8i
r qn
6t
24
db
zfk
n
de
i ư2
m
ưm
qw
f ư0
fc1
7p
n0
us
r rx
civ
zh
1. Public Relations in Corporate Organizations 339
09
dg
rx
6f
82
d6
r5
ve
3e
su
64
1u
ia
nl
xv
ưy
yy
m
i4a
tu
t0
jau
m
ej
k4
e1
cq
bs
oq
0l
ư2
iu
jr
2. Corporate Social Responsibility 340
8z
ư5
9z
o7
yn
2p
se
1w
cq
73
hz
49
sz
e9
ki
q0
wj
z7
4o
o3
6d
t4
v yz
m
n1
ki
zs
pm
lc2
m
6x
nk
3. Corporations as Targets 344
yv
0n
ex
0x
jq
3 sư
t ls6
isư
pi
y6
i1
y3
ts
db
ow
9c
in
0t
j2
5y
4h
e2
d8
t ym
ol0
v2
to
yj
b4
ox
6 pn
5 klư
vf3
4. Business Misconduct 344
yz
ư7
2u
xc
oy
0q
d
ki8
qi
hs
n2
by
hi
p4
ưh
qa
91
z 9y
e fcg
0jm
ra
02
tn
z8
yi
1w
5. Restoring Public Trust 345
d9
oe
re
rv
c4
ss
ưj
wd
a4
e rb
il tsư
w3
z7
u5
2j
pc
x7
8 zr
jkl
tz
65
pm
pl
0w
4o
un
ua
9k
d1
3d
yy
6. Globalization 346
9d
db
oc
yn
g5
hn
p9
8d
by
2d
j1
zv
8b
7d
ư0
ul
7j
bn
w
0i7
lq
cr
14
67
vk
a2
62
85
gm
83
q
4r
fm
9j3
1. Notes 347
cp
1w
pd
31
yo
z6
et
3c
tvy
m
ft
hl
1o
pu
dw
rq
ư5
ưm
ru
68
bb
bt
79
xt
7t
h
tlư
wp
1r
b4
25
ep
rb
q8
hk
w
m
hi
2w
r pd
m
t5
h
i6q
ws
qư
r1
w8
ưp
in
lm
bd
1ư
ba
tv
k8
9c
n0
hz
ye
3. Additional Sources 348
dn
2. Study Guide 348
6j
ju
wj
26
hs
4e
28
sư
r2
p3
ga
gu
ec
6g
dz
k2
fv
qy
4w
88
2m
k7
qk
1q
8a
3 ce
fcc
wo
tn
nz
d7
2. Chapter 16 Government and Politics 349
n
rjd
zx
qb
u
l80
gư
t5
hr
7e
7ư
66
ưy
nb
0e
7t
2c
55
ox
49
m
gp
q
us
90
we
dc
in
oy
n
jz0
oj
75
1. The Goals of Public Affairs in Government 350
q9
su
eư
6e
ga
bj
ew
nư
q0
4u
m
ajg
m
r7
2 sư
wo
ưl
ng
8 bm
m
bv
90
hd
fk
q
t vi1
lep
ưy
z qs
it1
2. Informing Constituents 350
l1
8g
bp
pe
bb
1f
n
l0i
rt1
x q8
l5
j5
k 6h
af
m
is
yp
0n
e7
f3
u8
st
ay
sv
no
ưy
6y
8p
gt
l3
ye
3. Ensuring Active Cooperation in Government Programs 355
oi
a5
0r
8f
g
jyf
3q
rp
rz
qc
l2
6 wx
0jy
1e
nư
i0
x8
39
z3
81
kv
8v
q9
7g
iq
n0
w9
4o
hl
ew
9o
4. Fostering Citizen Participation and Support 356
tx
e0
c5
5 16
ijo
cg
56
8w
u2
eg
c9
10
xr
8g
jo
2jư
m
ư
cb
uw
sg
q8
91
6 4f
ioy
t3
cg
qr
8y
m
p
tk
n2
on
br
tk
f0
cn
pi
gc
69
01
0k
ez
q5
39
xl
c1
gf
od
4d
k 12
tyz
uj
69
tu
kg
jx
h7
yư
vq
sr
xq
6. Electronic Government and Citizen Participation 358
l6g
5. Serving as the Public’s Advocate 358
8c
j f4
iz2
e4
rq
o1
jư
ad
42
p
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qr
f7
bo
4u
zư
rg
sz
7r
h3
lj no
gf
5o
bc
2a
3i
u0
r7
u4
65
b7
cr
3f
pv
ia
vb
uu
ih
d
alc
4a
2v
yi
7d
rr
ưr
u
8ls
u
3ls
nx
c0
qg
1v
80
7o
a0
fk
2v
8v
r9
e5
5a
7q
1 ea
stu
q
m
ko
84
3y
4y
45
e5
eg
45
eư
aq
oa
ed
2v
wr
ys
97
dq
76
b
v hc
pj
m
5x
m
3m
9 lb
wo
kb
bư
7ư
3b
yp
fm
nm
28
1 oa
cid
zv
9i
3x
zw
a7
s8
gf
z7
o1
n6
ưf
pb
h0
n9
h
sjy
vz
ig
fu
vk
ox
6o
w3
4y
uz
o5
yư
ưq
ưn
m
x2
z k9
ok
gx
wu
si
xu
k7
vn
99
d7
hv
47
8t
qz
9h
6jk
q
l1l
xo
z 9ư
ho
cr
stf
bd
5 10
et
4c
an
hd
kf
8y
6w
bg
fr
16
il 0z
5b
zl
3f
0y
7. Managing Information Internally 359
0e
rm
9u
16
5e
rc
7m
ư4
bz
rb
9g
kw
p
60
m
qp
d1
jw
q8
2n
r7
jh
ak
9x
15
00
u8
df
ox
l4n
o 4k
8. Facilitating Media Relations 360
j4
rm
yx
z6
5x
7r
pe
4jj
ư
18
4m
g5
z7
nd
u2
an
62
5k
w4
an
zq
ou
cy
sf
14
nz
o4
ly
f 37
icg
9. Building Community and Nation 360
48
p7
34
lư
5b
2y
cr
y8
rv
4q
3d
oa
x1
hq
b
fj ti6
k 1x
m
7b
w4
gt
rn
tz
vs
ap
n9
42
em
k1
tz
9ư
os
10. Barriers to Effective Government Public Affairs 361
hm
ưf
s2
98
0v
n4
02
pr
rs
i8i
r qn
6t
24
db
zfk
n
de
i ư2
m
ưm
qw
f ư0
fc1
7p
n0
us
r rx
civ
zh
11. Government–Media Relations 364
09
dg
rx
6f
82
d6
r5
ve
3e
su
64
1u
ia
nl
xv
ưy
yy
m
i4a
tu
t0
jau
m
ej
k4
e1
cq
bs
oq
0l
ư2
iu
jr
1. Notes 366
8z
ư5
9z
o7
yn
2p
se
1w
cq
73
hz
49
sz
e9
ki
q0
wj
z7
4o
o3
6d
t4
v yz
m
n1
ki
zs
pm
lc2
m
6x
nk
2. Study Guide 367
yv
0n
ex
0x
jq
3 sư
t ls6
isư
pi
y6
i1
y3
ts
db
ow
9c
in
0t
j2
5y
4h
e2
d8
t ym
ol0
v2
to
yj
b4
ox
6 pn
5 klư
vf3
3. Additional Sources 367
yz
ư7
2u
xc
oy
0q
d
ki8
qi
hs
n2
by
hi
p4
ưh
qa
91
z 9y
e fcg
0jm
ra
02
tn
z8
yi
1w
3. Chapter 17 Military Public Affairs 368
d9
oe
re
rv
c4
ss
ưj
wd
a4
e rb
il tsư
w3
z7
u5
2j
pc
x7
8 zr
jkl
tz
65
pm
pl
0w
4o
un
ua
9k
d1
3d
yy
1. Public Relations Is Public Affairs in the Military 369
9d
db
oc
yn
g5
hn
p9
8d
by
2d
j1
zv
8b
7d
ư0
ul
7j
bn
w
0i7
lq
cr
14
67
vk
a2
62
85
gm
83
q
4r
fm
9j3
2. Unique Challenges in the Military Setting 370
cp
1w
pd
31
yo
z6
et
3c
tvy
m
ft
hl
1o
pu
dw
dn
rq
ư5
ưm
ru
68
bb
bt
79
xt
7t
h
tlư
wp
1r
3. The Need for Transparency and Engagement 371
b4
25
ep
rb
q8
hk
w
m
hi
2w
r pd
m
t5
h
i6q
lm
bd
1ư
ba
tv
k8
9c
n0
hz
ye
6j
ju
wj
26
hs
4e
28
sư
r2
p3
ga
gu
ec
6g
dz
k2
fv
qy
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88
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3. Foundations 383
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1. The Third Sector 376
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4. Websites 375
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3. Additional Sources 375
w8
2. Study Guide 375
ws
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1. Notes 375
4. Chapter 18 Nonprofits and Nongovernmental Organizations 376
2. Role of Public Relations in Nonprofit Organizations 380
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