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
  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: [Note: no library on this campus has direct access to full Nielsen TV Ratings data. Partial rankings may be found in a few other sources. Neither is access to Arbitron available.]  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." Click to open latest article.

ONLINE DIRECTORIES:

• MediaSource Research Module (formerly Bacon's Directories; now referred to as "Cision") [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.]

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 [Note: for access to PR Week archives, students will have to search for that title in Lexis/Nexis Academic.]

• 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 print volumes for: newspaper/magazine, radio/TV/cable, Internet media, international, business media, medical & health, and more) [Note: online version is called Cision's MediaSource Research Module .] 

• The Blue Book (PRSA publication covering membership and organizations)

• Editor & Publisher International Yearbook

• 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.]

Review PR Case Studies! 

• http://www.ogilvypr.com/case-studies/index.cfm

• http://schwartz-pr.com/case_studies.php

• 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!

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

February 2008