EFFECTIVE PUBLIC RELATIONS UPPER SADDLE RIVER,NEW JERSEY 07458 9 TH EDITION SCOTT M. CUTLIP, APR, PRSA FELLOW Dean Emeritus Henry W. Grady College of Journalism and Mass Communication The University of Georgia ALLEN H. CENTER, APR, PRSA FELLOW Distinguished Resident Lecturer San Diego State University Vice President of Public Relations (retired) Motorola, Inc. GLEN M. BROOM, PH.D. Professor, School of Communication San Diego State University Adjunct Professor, Queensland University of Technology Brisbane, Australia cutlip_fm 7/7/05 4:21 PM Page i
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EFFECTIVE PUBLIC
RELATIONS
UPPER SADDLE RIVER, NEW JERSEY 07458
9TH EDITION
SCOTT M. CUTLIP, APR, PRSA FELLOWDean Emeritus
Henry W. Grady College of Journalism and Mass CommunicationThe University of Georgia
ALLEN H. CENTER, APR, PRSA FELLOWDistinguished Resident Lecturer
San Diego State UniversityVice President of Public Relations (retired)
Motorola, Inc.
GLEN M. BROOM, PH.D.Professor, School of Communication
San Diego State UniversityAdjunct Professor, Queensland University of Technology
Brisbane, Australia
cutlip_fm 7/7/05 4:21 PM Page i
Library of Congress Cataloging-in-Publication DataCutlip, Scott M.
Effective public relations / Scott M. Cutlip, Allen H. Center, Glen M. Broom.— 9th ed.p. cm.Includes bibliographical references and index.ISBN 0-13-008200-7 (alk. paper)1. Public relations. I. Center, Allen H. II. Broom, Glen M. III. Title.HM1221.C88 2006659.2—dc22
2005016701
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Effective Public Relations (EPR) has earned a legacy matched by few books in anyfield. Since the first edition was published in 1952, Scott M. Cutlip and Allen H.Center have played leading roles in advancing public relations toward professionalstatus.This ninth edition continues almost six decades of defining public relations asa profession, schooling its practitioners, and serving as a reference for those in thecalling worldwide.
CUTLIP AND CENTER
For many of those years EPR has been viewed as “the bible of public relations,”often referred to as simply “Cutlip and Center.” “After all,” as one long-time coun-selor and consultant said, “it was Cutlip and Center, as much as anyone, who gavethose of us who strayed or wandered into the profession from journalism and otherprofessional pursuits, a sense of substance and legitimacy about practicing ouradopted craft.”1
Many of their ideas and ambitions in the first edition still serve as beacons lead-ing public relations practice and study. The role and function of EPR has changedhowever. No longer can it serve as the comprehensive encyclopedia of public rela-tions—the body of knowledge has outgrown the bounds of a single book. No longeris it the only credible academic textbook or professional reference. Public relationseducation and professional preparation have progressed beyond the limits of a sin-gle book or course. All the same, EPR is the basic reference for the field worldwide.It is the book used by those preparing for accreditation exams, it is the book mostfrequently cited in public relations literature, and it has been translated for study inChinese, Italian, Korean, Latvian, Russian, and Spanish.As one reviewer said,“‘Cut-lip, Center, and Broom’ …[is] the standard against which all basic public relationstextbooks are measured.”2
CONTENTS
What will you learn from the ninth edition of EPR? First, you will learn basic con-cepts necessary to understand what public relations is and how it is practiced in var-ious settings. Second, you will learn the concepts, theory, principles, and processesthat guide the practice. (Other public relations books and courses cover writingtechniques and case studies.) Third, you will learn updated information and exam-ples to help you understand contemporary public relations practice. To help facili-tate this learning process, each chapter begins with a study guide that outlines spe-cific learning objectives to help you study and master the material.
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Scott M. Cutlip
Allen H. Center
PREFACE
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This ninth edition is divided into four parts. Part I describes the field and definesbasic concepts; it also describes what practitioners do and where they work, andidentifies historical leaders and traces the origins of current practice. Part II intro-duces the principles and theory that underpin and guide the practice, including theprofessional, ethical, legal, and internal and external contexts, and media and mediarelations. Within a systems theory framework, chapters also present communicationand public opinion theory essential to understanding the function of public rela-tions. Part III applies theory to practice by detailing the “four-step public relationsprocess.” Four chapters outline the strategic planning steps necessary for managingpublic relations programs. Part IV gives context to the practice by illustrating whatpublic relations does and how it functions in business and industry; government, mil-itary, and politics; nonprofit organizations, trade associations and professional soci-eties, and other nongovernmental organizations.
In short, the book covers much about the theory and practice of public rela-tions. EPR does not trivialize public relations by presenting brief, oversimplifiedcase studies. Rather, EPR gives you a foundation for subsequent courses and booksdevoted to implementing public relations programs and developing program tactics.You should be wary of how-I-saved-the-day books that claim to show how to suc-ceed in public relations without first providing a foundation based on the body ofknowledge.
CONTRIBUTORS
This ninth edition contains new data, ideas, examples, and contributions from manypeople who influenced both the substance and style of what you are about to read.More colleagues than I can name here provided valuable reactions and useful sug-gestions on drafts of chapters. They will recognize how their feedback changed andimproved the book. Others either responded to my requests for help or throughtheir own publications made significant contributions to this edition. At the risk ofoffending those not named, the following deserve special mention: James E. Grunig,Ph.D., University of Maryland, College Park, and his colleagues in the IABC Foun-dation’s Excellence Project; Ray E. Hiebert, Ph.D., University of Maryland, CollegePark, the long-time editor of the field’s first scholarly journal, Public RelationsReview; Elizabeth L. Toth, Ph.D., APR, then of Syracuse University, now at the Uni-versity of Maryland; and Linda Childers Hon, Ph.D., University of Florida, the twomost recent editors of the scholarly Journal of Public Relations Research, whichrecords the body of knowledge that serves as a foundation for this and other books.Among colleagues also deserving credit here are the many authors of other text-books who keep raising the standards of excellence in books serving our commoninterest in public relations.
Former and current students form a pipeline of new information and examples,for which I am grateful and in their debt. MaryLee Sachs, Chairman, Hill & Knowl-ton USA, New York, heads that list. Others include Vicki Hoffman Beck, Direc-tor–Hollywood, Health & Society, USC Annenberg Norman Lear Center, BeverlyHills, California; Marilyn Kern-Foxworth, Ph.D., APR, President, Kern FoxworthInternational, LLC, Silver Spring, Maryland; Suman Lee, Ph.D., Assistant Professor,Iowa State University; Tom Magnetta, Assistant Account Executive, 21PR, SantaMonica, California; and Rear Admiral Terry L. McCreary, Chief of Information,
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U.S. Navy, Washington, D.C. In addition, students in my classes suggested changesthat made their way into the ninth edition. I want to thank them all and hope thatyou will be as generous with your feedback and suggestions.
Likewise, I cannot list all the colleagues in education and the practice who con-tributed to this edition. I pretested many of the ideas on them in presentations, indiscussions or debates, and over extended lunches and dinners. Several respondedto my requests for help or served unwittingly as helpful critics. You cannot write abook like this without the support, suggestions, and critical analysis of such friendsand colleagues. That long list includes Francisco J. Agraz, J.D., Public Affairs Spe-cialist, Federal Bureau of Investigation, Houston; Ming Anxiang, Professor andDirector, Institute of Journalism and Communication, Beijing, China; JamesEverett, Ph.D., Associate Professor, Queensland University of Technology, Bris-bane, Australia; Melissa Koski, Specialist, Fleishman Hillard, St. Louis; Robert Mas-ters, FPRIA, Director, Robert Masters & Associates Pty Ltd., Melbourne; Jim R.Macnamara, FPRIA, CEO, CARMA International, Chippendale, NSW, Australia;David B. McKinney, APR, ABC, Public Affairs Manager, Shell Chemical Company,Deer Park, Texas; Kerry Tucker, Chairman and CEO, Nuffer, Smith, Tucker, SanDiego; Kenn Ulrich, APR, Fellow, Instructor, San Diego State University.
Six colleagues made major contributions to the ninth edition: Shannon A.Bowen, Ph.D., University of Houston, collaborated on the new Chapter 9 (InternalRelations and Employee Communication), and contributed to Chapters 2, 3, 5 and8; George D. Lennon, USDA Forest Service, Washington, D.C., collaborated onupdating Chapter 16 (Government and Public Affairs); Richard K. Long, BrighamYoung University, collaborated on the new Chapter 15 (Business and Industry Pub-lic Relations); Jim F. McBride, McBride Group and San Diego State Universityinstructor, collaborated on the updated Chapter 17 (Nonprofits, Trade Associations,and Nongovernmental Organizations); Barbara K. Petersen, Ph.D., University ofSouth Florida, collaborated on the new Chapter 6 (Legal Considerations); and Bey-Ling Sha, Ph.D., San Diego State University, helped update Chapters 11 through 14on the management process.
Prentice Hall editors provided able assistance and firm direction in getting the ninth edition produced: Deirdre Cavanaugh Anderson, Executive Editor–Communication, replaced previous editor, Bruce Kaplan. Bruce had patiently guidedthe book through the early phases, providing support and guidance on how to take thebook into the twenty-first century. Deirdre, however, assumed the task of moving theconcept to reality. In the final stages, Craig Campanella, Executive Editor–English,ably filled in for Deirdre during her maternity leave. In spite of their seeminglyunrelenting pressure to meet what often seemed like unrealistic deadlines (I dohave a day job!), I am grateful to all three for their support and encouragement.
Katie Ostler, Editorial Project Manager, and copy editor Karen Slaght, atSchawk, Inc., turned the many thousands of words into the pages you will read. Iappreciate their help in producing the ninth edition…and relieve them of anyresponsibility for typos and wording problems created by yours truly.
I am also grateful for the love and support of my wife, Betty, a professor of nurs-ing with a demanding schedule teaching students how to help families bring healthybabies into the world. She has been my attentive audience as I talked through ideason the pages that follow, my proofreader and reviewer of my attempts to put thoseideas on paper, and my constant role model for staying on task.
All of these people and others played important roles in producing this ninthedition, but you are the most important person. This book is for you. It introduces
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you to the challenging and rewarding calling of building organization–public rela-tionships in an era of instantaneous global communication. I hope the pages thatfollow help you achieve success and satisfaction in your public relations career.
Glen M. Broom
POSTSCRIPT
Unfortunately, some important colleagues will not see the fruits of their effort inthis edition. First, senior coauthor Scott M. Cutlip died shortly after the eighth edi-tion was published. Much has been written about this dean of public relations edu-cation and his many contributions to our field.3 His contributions in this book andhis scholarly research made public relations an area of academic study on universitycampuses, and earned him the Association for Education in Journalism and MassCommunication’s highest honor, the Paul J. Deutschmann Award for Excellence inResearch. He was awarded the Public Relations Society of America’s first Out-standing Educator Award in 1970 and was the third person inducted into the ArthurW. Page Society’s Hall of Fame in 1987. It is not a stretch to say that Scott Cutlip wasthe father of public relations education—worldwide.
In March 2003, the field lost one of its most energetic leaders—William C.Adams, APR, Fellow, Associate Professor, Florida International University. He col-laborated on writing the business and industry chapter for both the seventh andeighth editions. He drew on his 25 years of corporate practice at Amoco and PhillipsPetroleum to build a 13-year teaching career that inspired students to pursue excel-lence in public relations. Of course, he was their best role model.
To fill the void for expertise in preparing the corporate practice (Chapter 15), Iturned to Richard K. Long, Professor, Brigham Young University. He had spent 30years in executive positions in corporate public relations—at Dow Chemical Com-pany (24 years) and Weyerhaeuser Company (6 years)—before joining the facultyat BYU. He published frequently in professional publications and, like ProfessorAdams, cared deeply for his students and their success in public relations. He pro-vided me assistance far beyond Chapter 15, with his counsel, editing, and enthusias-tic support. He died in January 2005 at age 60. (See Chapter 15 and Exhibit 16.2 inChapter 16.)
I surely wish you could have known them, but I am pleased to know that youwill learn from them in the pages that follow.
NOTES
1 Stephen H. Baer, Fellow, PRSA, writing in a book review published in Public RelationsReview, Vol. 18, No. 4 (Winter 1992), 392.
2 Donald K. Wright, “Review of Public Relations Literature: Basic Textbooks,” Public Rela-tions Review 22, no. 4 (Winter, 1996): 380.
3 For a summary of Scott Cutlip’s career achievements and contributions, see the special edi-tion of Public Relations Review (Volume 17, no. 4 [Winter 1991]: 331–412), featuring articlesfor the Paul J. Deutschmann Award for Excellence in Research presentation.