These readings were written and used to supplement the assigned textbooks in my public relations courses. Some were originally written for this Web site. Others began as class handouts, articles for publication, or scripts for presentations. Many have been revised and updated -- some, several times since being posted -- to keep up with changing trends and respond to student feedback. The copyright date in the heading of each article reflects its latest revision.
Now that I'm retired from the university and no longer teaching for-credit courses, I'm adding tip sheets, hypothetical scenarios, and mini case studies that I previously used for in-class exercises and simulation-based exams. Please overlook any format inconsistencies that emerge while I'm trying to get it all into a uniform style.

This material is posted on this open Web site so you can easily access at no cost. Feel free to read it, quote from it, download it, and print it for your personal use. But, please remember it is copyrighted and should not be reproduced or distributed without being attributed to me or without my permission.

I have never refused anyone who has asked if they could make and distribute free copies for instructional purposes, but I do like such users to ask so I can track how often and where these readings are being used.

I hope you find them useful and thought provoking.

-- Michael Turney, Ph.D., ABC
Professor of Communication &
IABC Accredited Business Communicator
turney@nku.edu

 
Who's reading?

Here are some of the institutions and organizations that currently use or have requested permission to distribute copies of my readings for instructional purposes. If you'd like to follow their example, all I ask is that you acknowledge my authorship, let me know where and how you're using them, and that you not financially profit from the distribution without my express permission.

• Alabama Cooperative Extension System
• Antonio de Nebrija Universidad (Spain)
• Auburn University
• Cuyahoga Community College
• DLT Solutions, Inc.
• East African Wild Life Society
• The Friends School (Hobart, Tasmania)
• George Washington University
• Hong Kong Open University
• Marshall University
• Massachusetts College of Art & Design
• Mercer University
• Niagra County Community College
• RAU University (South Africa)
• Ryerson University (Canada)
• University of California - Irvine
• University of Northern Iowa

E-mail me to be added to the list.

Perspective on public relations

• Underlying concepts of public relations

• Managing personal and organizational encounters

• Perceptions can be direct or mediated.

  TV mediates viewers' perceptions.

• Images can be natural or constructed perceptions.

• Are special events inherently deceptive?

Public relations has evolved as a profession

• The three phases of public relations development

• Publicity phase of public relations

• Explanatory phase of public relations

• Mutual satisfaction phase of public relations

Changing names and varied definitions

• The changing names of public relations

• An Assortment of Public Relations Definitions (pdf handout)

Public relations and marketing are not synonymous

• Public relations and marketing were initially distinct

• Public relations and marketing boundaries blurred and functions blended

• On the way to Integrated Marketing Communication?

The most effective public relations is planned not ad hoc

• Public relations planning is essential

• Quick and dirty planning may suffice

• Developing a public relations plan

  Strategic planning for First Prize Glass walks the reader through the first steps of drafting a strategic public relations plan for a hypothetical company.

• Strategic planning steps

  Strategic planning for public relations (pdf how-to tip sheet)

• Tactical planning steps

  Tactical planning for public relations (pdf how-to tip sheet)

Using the mass media to reach key publics

• Advertising and publicity

• Working with the media

• Respond to the media

• Media advisories and alerts

  Media alerts and advisories (pdf how-to tip sheet)

• Visit, network and schmooze

• Issue news and feature story releases

  News releases (pdf how-to tip sheet)

• Host news conferences and media events

Communication is crucial to public relations in crisis situations

• Performing public relations during a crisis

• Planning for a crisis

  Six Steps to Preparing a Rudimentary Crisis Plan (pdf how-to tip sheet)

• Coping when a crisis hits

  Performing public relations during a crisis (pdf how-to tip sheet)

• Don't become a crisis communication hypochondriac

Public relations in specific circumstances or locations

• Government public relations

  The Ballad of Amos Kendall tells the story in song of a man whom some textbooks cite as the first presidential press secretary, but he wasn't.

• Public relations practitioners in Greater Cincinnati is regretably now seriously out of date.

Getting ready to practice public relations

• Preparation and education for public relations