INSTRUCTOR MANUALS
** All Chapters included
** Discussion Starters & Answers
** Case Study
** Review Quiz
** Essay Examinations
,Table of Contents are given below
1. Defining Public Relations
2. The History and Growth of Public Relations
3. Communication
4. Public Opinion
5. Management
6. Ethics
7. The Law
8. Research
9. Media
10. Social Media
11. Employee Relations
12. Government Relations
13. Diversity Relations
14. International Consumer Relations
15. Integrated Marketing Communications
16. Public Relations Writing
17. Crisis Management
, Part I: Evolution
Chapter 1: Defining Public Relations
Teaching Perspective—Chapter Overview
Chapter 1 explains and clarifies the function of public relations. It demonstrates that there
is no one generally accepted definition, but rather many approaches to defining public
relations. It explains that because of this uncertain identity, the practice of public
relations is often misunderstood. At the same time, in the first two decades of the 21st
century, the power and value of public relations have never been greater. Indeed, it is
clearly a growth industry.
But—and here is the key but—the chapter makes it clear that the essence of public
relations lies in the ethical underpinnings of the field. Public relations, stated simply,
comes down to doing the right thing. This chapter tries to reinforce to students, the
importance of this thesis; it is telling the truth that lies at the essence of public relations
counsel. Spin, as the chapter suggests, is antithetical to that thesis. Spin, in other words, is
the enemy of public relations professionals. Instructors should work hard to hammer
home this concept. That’s why Chapter 1 and every other chapter in the text feature
ethical cases.
Chapter 1 also stresses the importance of public relations as a planned process to
influence public opinion—one that answers to top management and deals directly with
the critical publics on whom an organization depends.
The communication efforts of Ukrainian President Volodymyr Zelenskyy to first
attempt to stave off a Russian invasion, and then to rally support around the Ukrainian
war effort, are chronicled in the case study at the end of Chapter 1. The subject of the
From the Top interview at the chapter end is Harold Burson, among the most revered
public relations practitioners in the world.
Among topics discussed in Chapter 1 are
Prominence of public relations
What is public relations?
Influencing public opinion
Management interpreter
Public interpreter
Public relations publics
Public relations functions
The sin of “spin”
The role of AI in public relations
1-1
, What manner of person?
A Question of Ethics: The Role Alec Baldwin Never Wanted
Consider the situation Alec Baldwin was involved in, filming a Wild West movie when
the cinematographer was accidentally shot and killed on set.
The actor was preparing for a scene, practicing drawing and aiming his revolver, when
the gun discharged. In violation of production policy and the law, the gun contained live
ammunition. The bullet passed through Halyna Hutchins, who subsequently died from
her wounds. The movie’s armorer was charged with involuntary manslaughter, as was
Baldwin, whose life then became a nightmare.
In the aftermath of the shooting, safety concerns about the film’s set began to leak. To
“set the record straight” in the court of public opinion, Mr. Baldwin, who famously has a
controversial history in dealing with the media, sat down for a lengthy interview with
George Stephanopoulos on ABC. He said he didn’t know the gun was loaded, he never
checked the gun, never pulled the trigger, and insisted he bore no responsibility for the
shooting. The Stephanopoulos interview was widely reported and reignited the incident.
In July 2024, two years after the shooting, the involuntary manslaughter case against
Alec Baldwin was dismissed after the judge found the state had withheld evidence that
could have explained how live rounds wound up on the film set. Later that year, Baldwin
and his wife announced they would film their own reality TV show about their family of
seven children.
As this case illustrates, no matter where you work—company, government body, trade
association, sports team, or academic institution—the practice of public relations looms
large.
Possible Answers
1. Some students may argue that Alec Baldwin performed poorly, as refusing any
responsibility could be seen as self-serving rather than respectful. Contradicting
industry standards as evidenced by his fellow actors’ descriptions of gun protocol
on set also likely harmed his credibility. Other students could make the case that
his story was consistent and that focusing on his friendship with the victim served
to humanize him. Students should be asked to justify their thinking.
2. Some students may argue that Baldwin would have been better served by
acknowledging shared responsibility for the accidental and unfortunate death of
the victim. Likewise, voicing some remorse for the incident without assigning
blame to others could have come across better to viewing audiences. Other
students may contend that advocating for stronger, more uniform gun safety
procedures within the film industry would have been a smart move. Again,
students should be asked to justify their reasoning.
1-2
** All Chapters included
** Discussion Starters & Answers
** Case Study
** Review Quiz
** Essay Examinations
,Table of Contents are given below
1. Defining Public Relations
2. The History and Growth of Public Relations
3. Communication
4. Public Opinion
5. Management
6. Ethics
7. The Law
8. Research
9. Media
10. Social Media
11. Employee Relations
12. Government Relations
13. Diversity Relations
14. International Consumer Relations
15. Integrated Marketing Communications
16. Public Relations Writing
17. Crisis Management
, Part I: Evolution
Chapter 1: Defining Public Relations
Teaching Perspective—Chapter Overview
Chapter 1 explains and clarifies the function of public relations. It demonstrates that there
is no one generally accepted definition, but rather many approaches to defining public
relations. It explains that because of this uncertain identity, the practice of public
relations is often misunderstood. At the same time, in the first two decades of the 21st
century, the power and value of public relations have never been greater. Indeed, it is
clearly a growth industry.
But—and here is the key but—the chapter makes it clear that the essence of public
relations lies in the ethical underpinnings of the field. Public relations, stated simply,
comes down to doing the right thing. This chapter tries to reinforce to students, the
importance of this thesis; it is telling the truth that lies at the essence of public relations
counsel. Spin, as the chapter suggests, is antithetical to that thesis. Spin, in other words, is
the enemy of public relations professionals. Instructors should work hard to hammer
home this concept. That’s why Chapter 1 and every other chapter in the text feature
ethical cases.
Chapter 1 also stresses the importance of public relations as a planned process to
influence public opinion—one that answers to top management and deals directly with
the critical publics on whom an organization depends.
The communication efforts of Ukrainian President Volodymyr Zelenskyy to first
attempt to stave off a Russian invasion, and then to rally support around the Ukrainian
war effort, are chronicled in the case study at the end of Chapter 1. The subject of the
From the Top interview at the chapter end is Harold Burson, among the most revered
public relations practitioners in the world.
Among topics discussed in Chapter 1 are
Prominence of public relations
What is public relations?
Influencing public opinion
Management interpreter
Public interpreter
Public relations publics
Public relations functions
The sin of “spin”
The role of AI in public relations
1-1
, What manner of person?
A Question of Ethics: The Role Alec Baldwin Never Wanted
Consider the situation Alec Baldwin was involved in, filming a Wild West movie when
the cinematographer was accidentally shot and killed on set.
The actor was preparing for a scene, practicing drawing and aiming his revolver, when
the gun discharged. In violation of production policy and the law, the gun contained live
ammunition. The bullet passed through Halyna Hutchins, who subsequently died from
her wounds. The movie’s armorer was charged with involuntary manslaughter, as was
Baldwin, whose life then became a nightmare.
In the aftermath of the shooting, safety concerns about the film’s set began to leak. To
“set the record straight” in the court of public opinion, Mr. Baldwin, who famously has a
controversial history in dealing with the media, sat down for a lengthy interview with
George Stephanopoulos on ABC. He said he didn’t know the gun was loaded, he never
checked the gun, never pulled the trigger, and insisted he bore no responsibility for the
shooting. The Stephanopoulos interview was widely reported and reignited the incident.
In July 2024, two years after the shooting, the involuntary manslaughter case against
Alec Baldwin was dismissed after the judge found the state had withheld evidence that
could have explained how live rounds wound up on the film set. Later that year, Baldwin
and his wife announced they would film their own reality TV show about their family of
seven children.
As this case illustrates, no matter where you work—company, government body, trade
association, sports team, or academic institution—the practice of public relations looms
large.
Possible Answers
1. Some students may argue that Alec Baldwin performed poorly, as refusing any
responsibility could be seen as self-serving rather than respectful. Contradicting
industry standards as evidenced by his fellow actors’ descriptions of gun protocol
on set also likely harmed his credibility. Other students could make the case that
his story was consistent and that focusing on his friendship with the victim served
to humanize him. Students should be asked to justify their thinking.
2. Some students may argue that Baldwin would have been better served by
acknowledging shared responsibility for the accidental and unfortunate death of
the victim. Likewise, voicing some remorse for the incident without assigning
blame to others could have come across better to viewing audiences. Other
students may contend that advocating for stronger, more uniform gun safety
procedures within the film industry would have been a smart move. Again,
students should be asked to justify their reasoning.
1-2
