PRINCIPLES OF PUBLIC RELATIONS
Pathfinder for JoMC 232.1 and JoMC 434.1
Instructor: Dr. Dulcie Straughan

Associations	Case Studies	Databases	Directories
Ethics	Newsletters	Journals	Magazines
Reference Books	Videos	Web Sites

PAGE'S PRINCIPLES OF PUBLIC RELATIONS

Arthur W. Page (pictured left), the longtime vice president for public relations at AT&T, is often regarded as the founder of the modern practice of corporate public relations. He was also a noted educator, publisher, and adviser to several U.S. presidents. Page was the first person in a public relations position to serve as an officer and director of a major corporation and was widely known for management according to the Page Principles, his guidelines for ethical and effective communication with the public and for responsible corporate behavior.
[Note: from Page's bio brief at the Arthur W. Page Center.]

IMAGE OF PUBLIC RELATIONS:

"The Portrayal of Public Relations in the News Media," Mass Communication & Society, 2003, 6(4), 397-411
The Care and Feeding of the Press http://www.netpress.org/careandfeeding.html

JOB DESCRIPTION OF PR PRACTITIONERS:

Dictionary of Occupational Titles: Public Relations
O*NET ONLINE: Public Relations Managers

REFERENCE BOOKS: [Available on reserve in Park Library; will showcase in class.]

Public Relations Tactics [Note especially the introductory material in the B section offering PRSA's "Official Statement on Public Relations," professional standards, ethics, advocacy, diversity, and professional development.]
O'Dwyer's Directory of Public Relations Firms
PR Week: The Press & Public Relations Handbook, 2006
Mediaweek: Marketer's Guide to Media: Media Trends, Rates, Demographics
The 2006 Entertainment, Media & Advertising Market Research Handbook
SRDS: The Lifestyle Market Analyst (DMA Market Profiles, Lifestyle Profiles, Demographic Segment Profiles)

Discover Databases!
UNC-CH Online Catalog http://eresources.lib.unc.edu/eid

[Note: there are over 600 databases in UNC's eresources. Useful databases to search for PR topics, trends, and issues. Recommended subject terms for searching databases on this topic: public relations AND image; public relations AND controversy; public relations AND ethics; public relations AND public perception; public relations AND reputation.]

Communication & Mass Media Complete
Sample Search: Demonstrate how to select journals/trade publications for public relations, e.g. Public Relations Quarterly; then enter key words such as "corporate communications" or any other term or phrase of interest.
Business Source Premier
Sample Search: Demonstrate how to select journals/trade publications for public relations; then enter key words such as "military," or "political campaign" or "image" or any other term or phrase of interest.
Lexis/Nexis Academic
Sample Search: Demonstrate how to select publication PR Week, then enter key words such as "ethics" or "crisis management," or any other term of interest.

Sample Search: Demonstrate how to select Hoover's Company Capsules, the enter key words such as Red Hat
Newsbank: America's Newspapers (available only in Park Computer Lab)
Sample Search: Demonstrate how to select single/multiple/all newspapers; then enter key words such as "public relations firms" AND "controversy." Try also names of particular PR firms, e.g., "Hill & Knowlton" AND "Kuwait;" or "Johnson & Johnson" AND "Tylenol" AND "tamper."
Google: Sample Search: Demonstrate how to select the Advanced Search; then enter the key words/phrases in the appropriate boxes, such as "Johnson & Johnson" in the *exact phrase* box, and tylenol tamper cyanide larry foster in the *all of the words box.*
MRI+ Sample Search: Click on "New Search." Click on "All Publications." Click on "View List" next to Classification. Scroll down the pop-up box; highlight criteria, e.g., "Food and Dining". Click on "Search button under "Circulation." Transfer results to "Working List." Click on "Create Reports" at top of screen. Click on "Generate Report. Demonstration on using MRI+ will be offered in class.
[Note: students will have to register to use this database. Each student must use his/her unc.edu email address, then create (and remember!) a personal password. There can be up to 20 simultaneous users of MRI+. However, response time may be affected a the number of users increase.]
Nielsen Data: Sample Search: Demonstrate how to find Mediaweek on INFOTRAC Web; then select Expanded Academic Index. Click on Publications Search. Type "Mediaweek" in the search box, then click on Search. Then click on Mediaweek in search box. On next screen, note different search box on left side of screen. Type "market profile" AND "charlotte." Click to open latest article, 2005. [Note: No library on campus has access to the full Nielsen TV rating data. For a guide to Nielsen Net ratings and other media statistics, please click on this link.]

Read Scholarly Journals!

Link to Publications in Public Relations http://www.prplace.com/pr_pub.html

Journal of Business Communication (Communication & Mass Media Complete -- full text)
Journal of Public Relations Research (Communication & Mass Media Complete -- full text)
PR Watch: Public Interest Reporting on the Public Relations Industry http://www.prwatch.org/
Public Relations Journal (InfoTrack -- not online after 1995)
Public Relations Research Annual (Communication & Mass Media Complete -- full text)
Public Relations Review (Communication & Mass Media Complete --no full text)

Public Relations Quarterly (Communication & Mass Media Complete -- full text)

Read Trade Magazines!

PR Week http://www.prweekus.com
O’Dwyer’s PR Service Report http://www.odwyerpr.com
PR Web http://www.prweb.com/
Public Relations Strategist [Note: This trade magazine is not available full text online, but Davis Library subscribes to PR Strategist and retains back issues in bound volumes. To read the current issues, got to Davis Library's Periodicals Room located on the first floor.] http://www.prsa.org/publications/strategist/

Read PR Newsletters!

International Association of Business Communicators http://www.iabc.com
International Public Relations Association (IPRA) http://www.ipra.org
PR & Marketing Network http://www.prandmarketing.com/
PR News Publisher http://www.PRandMarketing.com
Public Relations Tactics http://www.prsa.org

Join Professional PR Associations!

International Association of Business Communicators. http://www.iabc.com

Institute of Public Relations (international)

International Public Relations Association http://www.ipranet.org
Public Relations Society of America http://www.prsa.org
Public Relations Student Society of America http://www.prssa.org

Check Out Web Sites!

Crowther's "101 Public Relations" (examples of media kits, press releases and more) http://www.101publicrelations.com/
Museum of Public Relations http://www.prmuseum.com/
The Non-Profit Resource Center http://www.not-for-profit.org
Online Public Relations http://www.online-pr.com/
PR Education http://lamar.colostate.edu/~pr/
PR Network http://www.usprnet.com
PR Newswire http://www.prnewswire.com
PR Week http://www.prweek.com/us

View PR Videos!

The Park Library's Video Collection

[Note: select "videos listed alphabetically by subject;"
then scroll to "public relations."
"The Image Makers." (1988 PBS documentary; traces the development of public relations in changing public images.) UNC-CH videocassette collection: Call number 65-V1752
"The Man in the Gray Flannel Suit." (Drama) A 1956 film staring Gregory Peck. UNC-CH videocassette collection: Call number 65-V2603
"Cold Turkey." (Comedy) A 1971 film staring Dick Van Dyke. UNC-CH videocassette collection: Call number 65-V2526
"Truth Merchants: Public Relations and the Media" Park Library Call number AV 05027. 2005 DVD 46 min.

Consult Directories!

Annual Report and Directory (American College Public Relations Association)
Bacon's Media Directories (separate volumes for: newspaper/magazine, radio/TV/cable, Internet media, international, business media, medical & health, and more) [Note: online access to Bacon's Media Directories is available. Check with your professor or Park Librarian.]
The Blue Book (PRSA publication covering membership and organizations)
Editor & Publisher International Yearbook [Note: online access to Editor & Publisher Yearbook is available. Check with Park Librarian.]
Editor & Publisher Syndicate Directory
Encyclopedia of Associations (3 volumes)
The Green Book (PRSA guide to public relations service companies)
Gale's Directory of Publications and Broadcast Media
O'Dwyer's Directory of Public Relations Firms
Standard Directory of Advertising Agencies (includes U.S. and international agencies) [Note: this directory is available online exclusively on the computers in the Park Computer Lab.]

ONLINE DIRECTORIES:

MediaSource Research Module (formerly Bacon's Directories) [Note: requires student login & password. Check with your instructor(s).]
Advertising Agencies "Red Book" [Note: this is a directory and a database. It is available only on the computers in the Park Computer Lab.]

Review PR Case Studies!

http://www.oreillypr.com/case_studies.htm
http://hoffmanpr.com/samples/case-studies.shtml
http://www.sourcewatch.org/index.php?title=Case_studies
[SEE ALSO: Public Relations Cases. 6th ed.
By Jerry A. Hendrix. Publisher: Thomson Wadsworth, 2004]

Investigate PR Ethics!

Codes of Ethics Online	http://www.iit.edu/departments/csep/PublicWWW/codes/
PR Codes of Ethics	http://aboutpublicrelations.net/ethics.htm
PR Watch	http://www.prwatch.org/

Prepared by Barbara Semonche, Director, Park Library
UNC-CH School of Journalism and Mass Communication

September 2007