Austin E W., Pinkleton B.E. Strategic Public Relations Management. Planning and Managing Effective Communication Programs
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Subject Index
A
AAPOR, 242, 267, 354, 373–376
Accountability, 2, 4, 8, 40–42, 52, 59, 62, 78
Accuracy, in messages and information, 68,
72, 90–91, 258, 330
Ad Council, 315, 318, 320, 324
Adjustment, organizational, 5, 31, 274
Advertising, 6, 51, 57, 67, 86, 93, 136, 168,
189, 289, 291, 339, 340
Advertising equivalency, see clipping and
tracking research, 136
Advisory boards, 321
Advocacy groups, 40, 394
Advocacy strategy, 280, 294, 337–345
African National Conference,
295
Allstate, 281
American Dairy Association, 58
American Family Association, 341
American Forests, 345
American Heart Association, 339
American Medical Womens Association, 44
Analysis, 96, 134, 135, 143, 153, 157, 162–163,
168, 171, 172, 182, 183, 185–189,
201, 203, 224, 226, 233, 234, 251,
261–266, 355, 356
Coding data, 253
Coherence, 71
Cost benefit, 287
Data cleaning, 255
Edge-coding, 254
Identity, 71
Image, 71
Archives, 131, 132
AT&T, 4
Aquila, 60
Atlanta VA medical center, 19
Arkansas rice depot, 26–27
Audits
Communications, 70
Financial, 70
Gatekeeper, 133, 158
Reputational, 71
Social responsibility, 71
B
Behavior change, 7, 36, 44, 96, 273, 300, 304,
307–308, 310, 311, 314, 316, 336
Benchmark, 5, 36–39, 54, 58, 78, 80, 96, 164,
167, 184
Bias, in data collection, 100, 104, 106–109,
142, 149, 150, 151, 155, 166,
178–179, 182, 183, 184, 199, 200,
203, 205–206, 208, 210, 211,
215–216, 218, 232, 233, 234, 238,
241–242, 248, 257
In sources, 67, 69, 329
Blockbuster, 32, 33, 39, 40, 42, 43
Brainstorming, 49, 50, 53, 63, 71
Budget, 35, 55, 60, 73
Burson-Marstellar, 60
Burrelles Luce Press Clipping, 135
Business periodicals index, 131
C
Cable News Network (CNN), 44
Call sheet, 257, 257–259
404
SUBJECT INDEX 405
Campaigns, 97, 102, 112, 126, 132, 134, 135,
136, 137, 138, 139, 140, 142, 157,
158, 160, 167, 168, 172, 191, 216,
284, 330, 356, 359–360, 333
Between campaign, 167
Impact of messages/programs, 4–5, 32,
34
Plans, elements, 14, 15–16, 31
Post campaign, 167
Precampaign, 167
Unintended effects, 58–59, 333
Campbell’s soup, 132
CARE, 316
Carmichael Lynch Spong, 43, 48
CATI, 251, 252
Causation, 86, 172, 174, 175–177, 179, 182,
183, 185
Census, 98
Census Bureau, 132, 215
Center for Substance Abuse Prevention, 68
Champion Air, 18
Charts
Bar, 262
Cross tab, 263, 264
Frequency, 262
Pie, 265
Charts, graphs and tables
Clip, 134–138
Frequency, 112
Children, 230, 288, 302, 307, 317, 331, 333,
340
Children, issues relating to, 50–51, 61, 64
Children’s Hospital and Health Center, 24
CIM Inc., 32
Citrus Memorial Hospital, 49
Clearwater Valley Hospital and Clinics Inc.,
24
Clipping and tracking research, 7, 37, 56, 77,
85, 135–136, 138, 139
Advertising equivalency, 7, 136
Clipping service, 135–136, 139
Cost per impression, 138
Cost per thousand, 67, 137
Limitations of, 126, 128, 138, 145, 273,
307
Post-campaign media tracking, 139
Columbia Sportswear, 282
Common Ground Network, 295
Communication, stages of, 79
Communication managers roles, 14–16, 18,
26
Computer-assisted telephone interviewing
(CATI), 171, 204, 251, 252
Computer programs, 162, 251–252, 256, 361
SPSS, 252
Confidence interval, 116, 117–120
Confidence level, 115–116, 122
Connect for Kids, 68
Content analysis, 34, 63, 134–135, 162,
183–185, 187–189
Coders, 187–188
Coding, 184, 187
Limitations of, 188–189
Cost, 245, 252
Cost, as a consideration in research, 97, 102,
109, 137, 138, 151, 194, 198, 200,
203, 204, 208, 209, 213, 215
Cost efficiency, 138
Cost per impression (CPI)/cost per
thousand (CPM), see clipping and
tracking research
D
DARE, 307
DASA, 314
Databases, 35, 90, 95, 134, 252
Department of Social and Health Services,
Washington State, 158–160
Depth interviews. See interviewing
Detroit Medical Center, 22
Detroit Receiving Hospital, 23
Division of Alcohol and Substance Abuse
(DASA), 50, 52, 158–160
Dominate coalition, 5
Dow Jones, 134
DSHS, 314
Dun & Bradstreet, 134
E
Elgin DDB, 304
Enron, 60
Entergy, 3
Environmental monitoring, 15, 29, 80, 275
Ethics
AAPOR Standards, 267, 373–376
PRSA Standards, 285, 286, 263–372
PR, 285–287, 313, 330, 362–372
Public relations, 62, 81
Research, 241, 242, 373–376
Standards, 354–355
Evaluation, 283
Coordinating, 356
Evaluation of Public Relations, 33, 37, 59, 61
Coordinating objectives, 43, 44
Defined, 16
Executive summary, 350, 351, 352–353
Experiments, 174
Control groups, 178
Designs, 166, 174, 178–183, 190
Limitations of, 183
Pretesting, 178–179
Settings
Laboratory, 175, 176, 182–183
Treatments in, 181
406 SUBJECT INDEX
F
Family Violence Protection Fund, 313
Federal Bureau of Investigation (FBI), 59
Field reports, 128–129
Fleishman Hillard, 44, 45, 46
Focus groups, 35, 51, 60, 63, 70, 80, 85, 86,
87–92, 102, 147–154, 157, 162, 304,
355, 356, 343
Conceptual mapping, 156
Consensus, 148
Credibility, 148
Interpreting, 87–88, 148–149, 157, 162
Limitations of, 149–150
Protocols, 148, 154
Recruitment, 150–152
Role of moderator, 69, 85, 86, 87,
153–157, 160–162
Sentence completion, 156
Similarity, 156
Fort Defiance Public Health Service, 18
Fox, 44
G
Gallup, 100–101
Gardenburger, 291
Gatekeeper, 57, 133, 158, 272, 345
Gender, 64, 86, 132, 154, 180, 224, 263
Men, in focus group, 150
Women, in focus group, 150
Glenrose Rehabilitation Hospital, 24
Goals
Defined, 31–33, 39, 40, 41, 47
Importance of, 6, 14, 39, 298, 299
Of research, 55, 61, 62, 351, 354, 355
Of science, 166
Of survey, 167
Setting, 356–357
Verification, 33, 55
Greenpeace, 316
H
Harvard Business Review, 281
Helene Curtis, 282
Heritage Forests, 345
Human Rights Watch, 316
Hypothesis, 26, 45, 62, 74, 95, 184, 185, 186,
351, 354, 355
I
IBM, 281
IDPR Group, 283
Illinois DOH, 321
Image, 6, 71, 144, 158–160
Implementation
Of campaign, 167, 168
Of program, 149
Of survey methods, 172, 193, 208, 216
Implementation theory, 326
Strategies, 16, 45, 53, 59, 356
Institute for Public Relations Research,
377–388
International Red Cross, 301
Internet, 35, 67, 68, 131, 133–134, 170, 192,
206, 208–210, 332, 334–335
Interviewing
Computer assisted personal
interviewing (CAPI), 204,
213–214
Data collection interviewing, 170
Editing and coding, 171
In-Depth, 140–142
Personal interview, 209–211, 215
Snowball sampling inerview, 105
Survey interviewing in general,
202–204, 209, 211, 215
Telephone, 239, 347
Training and supervision, 249–250, 258
Issue tracking, 15, 134
J
Jefferson General Hospital, 23
Jefferson Monument, 69
Jewish Memorial Hospital, 18
Johnson & Johnson, 281
K
Ketchum Public Relations, 309, 310
Effectiveness yardstick, 309, 310
Kogan Page Ltd., 68
KVO Public Relations, 135–136
L
Learning to Give, 316
Levels of measurement, 218, 222, 224–226
Interval, 224, 225, 226, 228, 230, 231
Nominal, 224, 227, 234
Ordinal, 224, 225, 227, 228
Ratio, 224, 226, 230
Lexis-Nexis, 134
Literacy Digest, 99–100
M
MADD, 323
Mail surveys, 170, 173, 193–200, 202, 204,
206, 208, 212, 226, 243, 244–250,
259–261, 355
Limitation of, 194
Response rate, 194–197, 199, 200–202, 204
Mall intercept surveys, 87, 91, 102, 214, 347,
321
SUBJECT INDEX 407
Management by objectives, 14–17, 52, 283
Monitoring function, 15
Marketing, 6, 38, 54, 284, 287–290, 304
Martin Luther King Jr. Library, 43
Mary Free Bed Hospital and Rehabilitation,
24
Mary Lanning Memorial Hospital, 24
McDonalds, 282
Measurement
Parameters, 98
Measurement scale, 112
Unit of measurement, 114
Media
Characteristics of, 67–68
Comparative features, 67–68
Feedback, 332, 333
Generalizations, 332–337
Limitations, 333
Media relations, 4, 51, 77, 78, 272
Gaining access, 343
Medical City Hospital, 19
Medina General Hospital, 23
Messages
Clarity in, 68, 218, 232, 235, 360
Generalizations about, 330–332
Interpreting, 80
Reach, 67, 299, 307, 309, 332–335
Strategies, 51, 62, 80, 289, 290, 297–327,
337–338, 340
Testing, 66, 68, 147–149, 157–160, 232,
309, 335, 340
Michigan Education Association, 27
Misperceptions, 72
Mission, 19–20, 21, 37, 47, 56, 277–279, 344,
353, 357, 359, 361
Mission statements, 17–19, 21
Misperceptions, 110, 232. See also theory
Monitoring function, 15, 283
Monsanto, 58
Moment-by-moment response, 161
MSInteractive, Portland, OR, 161
MSNBC, 44
N
National Heart, Lung and Blood Institute,
60
National Fire Protection Association, 303
National Safety Council, 299
NewYorkTimes, 132, 317, 340
New York University Medical Center, 22
NewsEdge Corp., 59
Nonprobability sampling methods, 87, 98,
100, 101, 102, 103, 105, 111, 122,
141, 144
Dimensional, 103–104
Incidental/convenience, 102
Purposive/judgmental, 104
Snowball sampling, 105
Stratified sampling, 104, 108
Quota, 102–103, 108
Volunteer, 104–105
Normal curve, 115, 119
Northwest Airlines, 18
O
Objectives, 2, 5, 10, 15, 36, 37, 43–44, 53, 59,
81, 167–169, 193, 211, 271, 275, 291,
298, 349, 350, 351, 352, 354, 356
Defined, 39–44
Types of, 40, 44, 45
Observed scores, 99
One-way communication, 5, 273, 299
Opinion Leaders, 57, 65, 272, 335
Outcomes, 40. See also goals
Measurable, 40
Program, 66, 74, 126–128, 139, 140, 142,
143, 266, 276, 277, 307, 309
P
Palshaw Measurement, Inc., 148
Panel Studies, 142–143
PDFA, 321
PETA, 342
Perception analyzer, 139, 161
Focus group setting, 161
Personal interview, 209
Personal surveys, 211–212, 251, 252
Response rate, 212
Training, 211, 212
Periodicity, 108
Persuasion, 285, 287, 294, 309, 317, 329, 330,
336, 340
Planned Parenthood, 316
Planning. See also goals, mission, objectives,
problems, tactics, theory
Advising role, 275
Manager’s role, 15–17
Planning pyramid, 17
Scientific management, 2, 15–17
Strategic management style, 1, 4–6,
14–19, 271, 272, 274, 278, 279, 328,
340
Strategic planning ladder, 47–49
Strategic planning process, 49, 79
Tactical management style, 4–5, 6
Population, 66, 84, 85, 87, 88, 89, 92, 98–111,
114–116, 118–119, 121–124, 132,
141, 144–145, 165–166, 168–169,
181, 185–186, 189, 191, 213, 215,
218, 221, 230
Population generalizability, 126
Population in focus group, 149, 150,
152
Population parameters, 98, 99, 106
PR Reporter, 280
408 SUBJECT INDEX
Porter Novelli, 68
Postal Service, 59
PR News,5,59
Presentation
Of data, 263, 264, 266
Oral, 349, 360, 361
Of PR proposal, 349–361
Pretesting
Campaigns, 59, 309, 313, 321, 323, 328,
335, 338, 346
Focus group, 149
Instrument/questionnaire, 126,
178–181, 195, 201, 218, 226, 232,
237, 238, 247, 250, 257
Messages, 68
Probability sampling methods, 85, 87, 88,
90, 92, 98, 101, 105, 106, 109, 110,
111, 122, 181, 197, 214, 259
Cluster, 105, 109–110
Simple random, 105, 106, 107, 108
Systematic random, 105, 106, 107, 108
Stratified, 108–109, 110
Probability theory, 112
Problem solving, 21, 27, 39, 47–49, 60, 83,
102, 126, 216, 340, 353, 356
Five whys, 69–70, 71
Identification, 47–49, 60, 340, 353, 356
Problem statements, 9, 17, 20–21, 25–26,
351, 353
Proctor & Gamble, 130
Public Opinion, 58, 77, 83, 85, 86, 102, 104,
125, 128, 134, 139, 189–191, 241,
338, 343
Public Relations Society of America,
(PRSA), 6, 7, 34–39, 54–56, 61, 106,
241, 286, 302, 362–372
Publics
Active public, 66, 277–279, 283
Constraint, 277, 280
Identification of, 64–66
Latent, 66, 277–279, 283
Strategic, 277–279
Target public defined, 64
Publicis
•
Dialog, 291
Q
Q methodology, 143
Imitation of, 144–145
Questionnaire Design, 170–171, 207,
217–250, 251–256
Close ended, 226
Closed-ended questions, 155
Codebook, 172, 204
Code books, 253, 254, 256
Coding 253, 254, 256
Data entry, 255–256
Directionality, 237–329, 252–253
Don’t know, 239–240, 254, 255
Frequency, 226, 227, 230, 231
Increase response rates, 243–247
Interpretation, 233
Layout, 235–239
Likert, 226, 227, 228–229, 240, 252
Open-ended questions, 206–207, 210,
226, 232, 256
Operationalization, 220, 221
Quantity/intensity scales, 227, 228, 229
Ranking scales, 222, 223, 225, 226, 227
Response set, 237–238, 247
Semantic differential, 227, 231–232
Wording, 232, 250, 257, 258, 355
R
Random digit dialing (RDD). See telephone
surveys, 202–203
Rates of response and nonresponse, 259–261
Completion, 260
Noncontact, 261
Refusal, 261
Response, 260
Reader’s Guide to Periodical Literature,
131
Receiver orientation, 287, 298, 300, 304, 306,
330, 358
Reliability, 90, 91, 93, 141, 142, 144, 165, 174,
193, 195, 197, 199, 204–205, 208,
209, 211, 213, 214, 216, 217,
218–222, 250, 251, 257
Intercorder, 187–189
Research
Continuum, 143, 144
Designs, 57, 73, 93–96
Formal research, 63, 79, 84, 85, 87, 92,
138, 145, 164–167, 169, 171, 173,
174, 175, 177, 179, 181, 183, 185,
187, 189, 190, 328
Formative research, 5, 26, 50, 59, 79
Goals, 42, 62, 354
Informal research, 63, 79, 84–89, 92,
125–128, 129, 133, 135, 137,
139–141, 143, 145, 146, 209
Interpreting results, 96, 148–149, 168,
172, 175, 182, 184, 185, 188, 189,
192, 193, 198–199, 206, 209, 240,
364, 266
Making inferences from, 92, 185, 189
Measurement, 98, 112, 114–116, 174, 179,
180, 181, 186, 187
Monitoring, 167
Plans, 5, 9, 10, 62, 73, 266
Elements of, 62
Planning, 167, 168, 193
Primary research, 210
Proposals, 73
SUBJECT INDEX 409
Push polls, 241–242
Qualitative, 63, 96, 148, 151, 162, 256,
321
Quantitative, 164–267, 354
Replication, 96, 166, 182
Reports, 259, 261, 266, 350, 351–352, 355,
357
Research designs, 167–168, 174, 176–181,
182, 183, 185
Research questions, 62, 95, 168, 169, 178,
184–186, 356
Secondary research, 34, 35
Sources of information, 27, 29–30, 85, 95,
357
Steps to, 93–96, 169, 172
Summative research, 59
Response rate, 260
Robert Mondavi Winery, 18
Rosie O’Donnell Show, 86
S
Saint Joseph Hospital, 23
San Jose, City of and University, 43
Sample size, 87, 90, 92, 115–124, 140, 110,
259–261
Statistics, 85, 86, 87, 95, 99, 103, 106, 116
Myth, 111
Sampling
Sampling error, 99, 110–111, 114
Confidence interval, 112, 116–117, 119,
120–122
Confidence level, 115–122
Sampling frame, 101, 106–107, 109
Inference in sampling, 99, 101, 104–106,
114–116
Population correction, for sampling,
122–123
Range of error, 90
Sampling interval, 107–108
Element, unit, 101
Stratification, 109
Systematic, 85, 86, 87, 95, 105–108
Universe, 98–99
Seattle Sheraton, 65, 283
Search for common ground, 295
Second Harvest, 315
Segmentation, 64–66, 277–278, 313, 334
Select Comfort, 48
Shedd Aquarium, 43
Silver Anvil Award, 32, 34–39, 43, 54–56,
302, 303, 304, 317
Situation analysis, 2, 17, 26–30, 31, 69, 266,
349, 350, 351, 353–354, 356
Assumptions of, 26, 63
External factors, 29–30, 71
Hubbel’s helpful questions, 27, 28–29
Internal factors, 27, 29, 71, 277, 352
Social responsibility, 71, 281, 282, 285,
287–291, 298, 301, 322, 340, 346
Assumptions, 337–338
Limitations, 337–338
Mix, 290
Source orientation, 57, 307
Characteristics, 224, 247, 308, 310,
329–330, 338
Sources
Characteristics of, 57, 67, 68–69,
104
Southwest Airlines, 18
SpongeBob, 343
St. Elizabeth’s Hospital, 23
St. Francis Health System, 22
Stakeholder, 4, 5, 6, 39, 50, 57, 58, 63, 64, 65,
70, 71, 277, 279, 282, 284
Starbucks, 284, 316
Statistics, 259, 264, 266, 340
Chi square, 264
Correlation, 264, 266
Inferential, 259
Mean, 113, 114, 115
Standard deviation, 112, 113–116,
114–116, 118–119, 121, 261
Variance, 117–119, 121
Statistical Abstract of the United States,
132
Storyboarding, 49, 50
Strategy
Defined, 45–46
Testing, 61
Successful marketing strategies, 58
Survey Sampling Inc., 202
Surveys. See also interviewing, mail surveys,
mall surveys, mall intercept
surveys, personal surveys,
telephone surveys
Analytical, 168
Between campaign, 167
Compared with focus groups, 148
Current population survey, 168
Descriptive survey, 168
Limitations of, 172–173
Planning, 168–169
Precampaign, 167
Postcampaign, 167
T
Tactics, 167, 331, 338, 340, 343–345, 356, 357
Telephone surveys, 141, 149, 170, 204–206,
226, 236–237, 243, 244, 246, 247,
250, 251–252, 254, 256–259, 304,
355
Call records, 210, 254, 257–259
Interviewer training, 201, 211, 212, 216
Limitations of, 204–206
410 SUBJECT INDEX
Random digit dialing (RDD)., 202–203,
259
Response rate, 202, 204, 208
Theory
Affective, 312, 313, 319–325, 330–332,
338
Assertion, 312, 322
Asymmetric, 274, 282, 285
Attractiveness, 311, 329, 330
Autonomy, 312, 317, 322
Bandwagon, 312, 323
Categorization, 312, 313, 316
Comparative, 279
Consistency, 313, 314, 319, 321
Contagion, 312, 325
Co-orientation, 275–277, 279, 322
Accuracy, 276, 277
Consensus, 276, 279, 295
Diffusion, 326, 327
Domino, 299–305, 306–609
Attitude change, 303, 307, 310–311,
334
Awareness, 240, 291, 299, 302, 307,
317, 323, 333, 355, 358
Comprehension, 299, 302, 309,
334
Exposure, 274, 300, 306, 307–308,
333, 344
Fallacies, 307
Golden mean, 308–309
Information retrieval, 303
Knowledge, 323, 333, 374
Limitations, 309–311
Memory storage, 300, 303, 309
Motivation 300, 303–304, 309, 311,
312, 331, 334, 340
Neglected mediator, 307
Post-behavioral, 304
Reinforcement, 300, 304, 334, 336,
337
Situation weighting, 309
Skill acquisition, 299, 300, 302–303,
307, 309, 311, 323, 334
Ego defensive, 312, 321
Elaboration likelihood model, 310–311
Central approach, 311, 313–319
Peripheral, 311, 312, 319–325
Empathy, 312, 323, 324
Excellence, 278, 279, 322
Expressive, 312, 321–322
Fear appeals, 312, 319, 321, 331
Heuristics, 312, 313, 319
Identification, 312, 323, 324
Inductional, 312, 316
Inoculation, 327, 330
Involvement, 278, 301, 310, 311, 317, 320,
322, 331
Liking, 301
Linear model, 273, 299
Logic, 310–311
Logical strategies, 313–319
Matrix, 305, 311, 312, 313, 319
Media advocacy, 328, 337–340, 340–343
Assumptions, 337–338
Limitations, 338, 343
Skills, 340–343
Tactics, 337, 340, 343–345
Mutual benefit, 276, 278, 279
Noetic, 312, 316, 319, 321
Persuasion, 273, 274, 284, 285–287, 329,
330, 336–340
Problem solver, 312, 317, 318, 322
Repetition, 322
Similarity, 329, 330, 336
Situational, 277–278
Source credibility, 307, 312, 323,
329–330, 335–337, 360
Expertise, 329, 336
Stimulation, 312, 317, 319
Symmetrical, 274–385
Systems, 274–275, 278, 279
Teleological, 312, 319, 320–321
Tension reduction, 312, 319, 321
Two-Sided, 330
Two-Way, 334
U
United Church of Christ, 343
United Negro College Fund, 317, 318, 324
University Hospital, Cincinnatti, 22
USA Today, 44
V
VBPro,162
Validity, 141
Content, 93
Defined, 91–93
External, 89, 92, 259–261
External validity, 166, 167, 174, 176, 181,
183
Face, 92
Internal, 92
Internal validity, 176, 178
In content analysis, 188, 189
In questionnaire, 218–221, 237, 247, 250
predictive/criterion, 93
Threats to validity, 178
Variable
Defined, 176
Independent variable, 176–178, 180, 181
Dependent variable, 176, 178, 179, 182
Victoria’s Secret, 304
Voters for Choice, 317
SUBJECT INDEX 411
W
Walker Group, 281
Wall Street Journal, 246, 340
Walt Disney Corp., 49
Washington State Legislature, 42
Washington Post, 44
Washington State Substance Abuse,
314
Women’s Hospital, 24
Working assets, 316
Working Mother, 281
Writing, 357–360
Active verbs, 33, 41
Active verbs, 358
Passive voice, 358
X
Xerox, 291
Y
Y&RBrandFuturesGroup,301