Public relations bibliography, 1985–1986

Albert Walker, PhD, APR

Public Relations

Bibliography, 1985-1986 his is the fourteenth edition of what has become an annual, annotated T public relations bibliography. This latest edition updates those first compiled by Scott Cutlip, beginning in 1957, and continued by Dr. Robert L. Bishop, beginning with his 1964-72 Comprehensive Bibliography. I have compiled these annual editions of the PublicRelations Bibliographysince 1976. All titles in this edition are taken from 1985 publication dates. In compiling this edition, the bibliographer has combined manual and computer searches for books, articles, theses and dissertations dealing with the profession and practice of public relations. Approximately 800 databases were searched for relevant titles. This was supplemented by manual searches conducted with the aid of public relations students at Northern Illinois University, where the bibliographer is director of the public relations sequence. A-1 Word Processing Service prepared the camera-ready copy for publication in Public Relations Reviezo. These annual Public Relations Bibliographiesare a project of the Foundation for Public Relations Research and Education. Earlier editions are available from the Public Relations Reviezo, 10606 Mantz Road, Silver Spring, MD 20903. The number of titles for this latest edition of the annual, annotated Public Relations Bibliography has been trimmed substantially from the more than 2,000 titles of previous years. Despite this reduction, the more than 100 periodicals represented by the titles hav6 not been reduced proportionately. Anyone scanning this bibliography and noting the wide range of sources from which the articles are taken cannot help but be impressed with the concern for the application of public relations principles, practices and techniques in nearly every major field of endeavor. Still, the reduction in size of the bibliography by more than half the original was accomplished by limiting the areas of public relations relevance and influence to those of greatest usefulness for practitioners, educators and students. The 32 classifications under which the titles are listed represent the focus of public relations writers. Although this bibliography contains only a part

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Public Relations

Re~lew

of the public relations literature that was published in 1985, it is fairly representative of the focus of the available literature by the writers in the field. Communications, employee or internal relations, and the management function of public relations continue to be the primary areas of concentration of the writers. These three public relations functions contain 342 of the total of 972 titles in this bibliography, or more than 35% of the total. Communications continues to be the most written about public relations function with 124 titles. Employee or internal public relations is second with 115 titles. The management function of public relations is third with 103 titles. Communications has been sub-divided into graphics, technology, internal and general. Communication technology is the fastest-growing communication function, accounting for more than 40% of the titles in communication. To obtain copies of articles, a call to the editor of the cited professional or trade journal may be all that will be necessary. Mass circulation periodicals should be available in urban and university libraries. Books, of course, may be ordered from booksellers or borrowed from libraries. Books with specialized titles may be available in university libraries where public relations is taught. Public relations, communications, and business educators can assist practitioners with their literature needs. The bibliographer also stands ready to help. Some of the articles cited in the bibliography are from national association journals. Copies may be obtained from the national headquarters of the associations. Addresses are available from a Directory of Associations, published by Gale Publishing Co., and Ulrich's International Directory of Periodicals. Both directories are available in most libraries. Detailed abstracts of theses and dissertations are available from Journalism Abstracts and Dissertation Abstracts International. Both also are available in most libraries.

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Business Cre~Hbility and Ethics

B U S L ~ E S S C R E D I B I L I T Y AND E T I l I C S 0001 America, R. F. Affirmative action and redistributive ethics. JBE (Feb)73. What a well-managed corporation can do about affirmative action. The article labels i t as reverse discrimination, but argues that i t can be j u s t i f i e d by i t s aim to produce a f a i r e r distribution of income, opportunity and diversity. 0002 Bartlett, T. & others. What i f . . . ? the blurred edge of corporate ethics. Fin Exec (Oct)26. Rights of privacy versus rights of public to know, but this time applies the question to private enterprise. Panel members discuss ethical Issues of hypothetical cases. 0003 Bernstein, Jack. South Africa: a thorny ethics problem. Ad Age (Nov 18)84. Public relations practitioners are interviewed on the divestiture issue. Two opposing views with arguments are discussed. One is that U.S. businesses should promote African economic v i t a l i t y and change at the same time. The other is that public relations practitioners should influence their clients and employers to do the right thing and pull out in the interests of social good. 0005 Beyond the bottom llne. NY: facts on f i l e . Focusing on companies known for their high profits and their social consciousness. The book examines what business owes to their stockholders including the community-at-large and how these companies do i t . Case histories include Johnson Wax, Control Data, Aetna, Dayton Hudson, and others. 0006 Brady, F. N. A Janus-headed model of ethical theory: looking two ways at business/society issues. Acad Mgt Rev (Jui)658. The two major ethical theories, utilitarianism and formalism, have traditionally been regarded as mutually exclusive. The Janus-headed medel combines the.two traditional ethical theories into one c l a r i f i e d system of ethical reasoning. 0007 Chonko, L. B. & S. D. Hunt. Ethics and marketing management. J Bus Res (Aug)339. A revealing a r t i c l e exemplifying how and where marketing management needs public relations. 0008 Christians, C. G. Media ethics courses have increased since 1977. JE (sum)17. In almost a decade there has been an increase in the number of media ethics courses. What happens in the f i e l d of media ethics depends on what we do now. 0009 Corbett, H. J. The best of thieves: restoring trust in business. VS (Mar 15)349. Business people are largely to blame for negative publlc attitudes toward them, according to the author. Public mistrust stems mainly from fears brought by companies' benefits consideration. The public needs to understand that costs can become too high. 0010 Eckard, Connie. Credibility is the bottom line for com~Jnlcation. CU (Apr)lO. Author interviews the vice president for external relations of En~hart Corp. for his recipe for public relations success. The main ingredient is not tampering with the myth. He also warned against using technology to overcommunlcate. 0011 Formlchella, Mario & others. A question of ethics. Fin Exec (Jun) 12. Panel discussion on the erosion of professional standards. The public believes the problem is real. Most of the problems arise because of the bending of standards. How education is needed and who should do i t . Describes the key principles of professionalism. 0012 Hensel, P. J. & A. J. Dublnsky. Ethical dilemmas in marketing: a ratlonale. JBE (Feb)63. Marketing is the most visible of a11 functional

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Business Credibility and E|hics

departments in an organization. Because of their v i s i b i l i t y , marketers are often perceived by society as engaging in unethical or questionable behaviors. This article suggests that there are three major reasons for this problem. 0013 Hulteng, J. L. The messenger's motives: ethical problems of the new media, 2nd ed. EnglewoodC l i f f s , NJ: P-H, 239pp, $15.95. Author of cases in recent developments In media ethics discusses changes in public attitudes, media power, managers and media staff about their role and responsibilities to their publics. 0014 Jansen, Erik & M. A. VonGlinow. Ethical ambivalence and organizational reward systems. Acad Mgt Rev (0ct)814. Ethical ambivalence occurs when the behaviors, attitudes and norms shaped and maintained by an organization's reward system c o n f l i c t with the ethical values of that organization's stockholders. 0015 Klappa, G. E. Journalism and the anti-media backlash. VS (Apr 1) 376. The speaker offers 5 steps to restore public respect and trust for the media. Reporters must have better knowledge of economics and business, return to reporting the facts without interpretation, place accuracy and good judgment ahead of deadlines, admit to mistakes when they are made, and report the good news along with the bad. 0016 Lamm, R. R. Anti-social ethics. VS (Mar 15)325. Reprint of a speech on health care cost that has received a l o t of media attention. We are using up too much of our resources keeping people alive, many in a vegetative state. The speaker also is against spending a l o t of money for many transplants and a r t i f i c i a l organs. 0017 Laney, J. T. Moralizing the professions: commitment to the public interest. VS (Jun 1)501. Although delivered to an audience of lawyers, this talk has a l o t to say to public relations professionals: need to police competence, focusing on the larger issues rather than narrowly defined ones, standing up and speaking out for values, and stressing serving the public interest rather than p r o f i t as the prima~-metive. 0018 Lawrence, D. Jr. Points in c r e d i b i l i t y . WJR (Feb)49. A selfcriticism of newspapers and where they are in c r e d i b i l i t y , privacy, inadequate coverage, too much bad news, mixing opinion with the news. 0019 Par~, C. W. My company right or wrong? VS (Aug 1)632. Makes a case for business ethics for survival, and for complex definition of ethics. Ethics of the i n s t i t u t i o n refer to relations among the groups that comprise the i n s t i t u t i o n . The ethics of action and the compact with the environment. 0020 Pastin, M. Business ethics by the book. Bus H (Jan/Feb)2. There is a l o t to learn about business ethic~ and business in general i f one is w i l l i n g to investigate offbeat literature. There are 25 business ethics textbooks on the market and many more which address the topic. The article offers an annotated bibliography and critiques of books on business ethics. 0021 P i t t , L. F. & R. Abratt. Corruption in business: are management attitudes right? JBE (Feb)39. This a r t i c l e contains the findings of a stucLv concerning managerial attitudes toward corruption in business. 0022 Smith, Peter. Questions of conduct. IPRARev (Feb)8. Reprint of a talk discusses ethics in the face of pressures of information technology, disclosures, and other pressures. 0023 Werner, I . R. The media opens up. PRJ (Nov)14. Details the public relations program established In 1982 by the Pittsburgh Communication

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Business Credibility and Ethics

Foundation. The goal of this program was to modify public opinion to increase media c r e d i b i l i t y . 0024 Werhane, P.A. Persons, rights and corporations. Washington, DC: American Enterprise Inst. A radical view of the corporation as an i n s t i tution that does not disserve rights because i t is purely economic and has no moral face. The author gives the worst examples of business ethics. 0025 Wright, D. K. Moral values and ethics. IPRARev (Nov.)14. Discussion of ethical and moral behavior of public relations practitioners by an author who has researched the subject. 0026 . Age and the moral values of practitioners. PR Rev (spr) 51. A study finds that age has a progressive effect on moral values among practitioners, particularly in areas of basic morality and honesty. Older and younger practitioners were similar in terms of legal issues, economic morality and religious morality. 0027 . Analysis of ethical principles among Canadian public relations practitioners. IPRARev (May)23. Author makes a case for ethics in public relations practice and reviews the complex nature of ethics in practice. 0028 PRJ {Apr)3B. in Individual ethics determine public relations practice. the past two decades the public relations field has placed increased Importance on ethics in public relations. Scientific evidence shows that public relations professionals are decent, moral and ethical. However, the burden of increasing the c r e d i b i l i t y of the profession is in the hands of the individual practitioners.

COMM U~I CATION--F~IPLOYE E / I ~ F E I ~ L 0029 Allstate CEO putshis mouth where his money is. CW (Feb)33. Excerpted from a speech on creating a communication strategy to nurture the employee's interest in his/her job, work environment and the organization. The CEO recommends management v i s i b i l i t y as integral to an effective communication strategy. 0030 Bachrach, H. The 72-hour count down at General Electric. CW (Oct) 28. How GE communication staff put together information so that employees could cast an informed union election. The campaign used s a t e l l i t e video and tabloid created v i r t u a l l y overnight. Showswhat you can do without violating the Taft-Hartley Law. 0031 Banik, J. A. The marketing approach to communicating with employees. Pers J (0ct)62. Although the Internal-consumer market (employees) is more accessible than external consumers, I t is often overlooked. 0032 Communicating employee benefits essential. CW (May)56. Discusses the importance of effective benefits and the components of a successful program including knowing your audience, clear and concise communication, measuring results, selecting the message and medium to reach your target audience; good advice for any effective communication. Excerpted from a speech by Dallas M. Kersey, Director of Communications for Peat, Marwick, Mitchell & Co. 0033 Degen, Clara, ed. Understanding and using video: a guide for the organizational communicator. White Plains, NY: Longman, 220pp. $18.95. Contributed by 11 authors on various aspects of video production designed primarily for internal communication. 0034 Goddard, R. W. Communicate: the power of one-on-one. Mgt W (Sep)8.

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Communlcation~Employee/lnternal Even though informed employeesmake for a more productive work force, many organizations do not u t i l i z e their most effective communication channels. Managersmust understand the communication process. 0035 Grunig, James & others. Meeting the communication needs of employees. PR Rev (sum)43. A study made to determine communication needs of employees at a university-based research and development center. 0036 Hoffman, D. D'Aprix discusses communication awareness. CW (Nov)14. Interview with employee communication expert Roger D'Aprlx who believes employees want more information, D'Aprix says communication must be turned into a management system. 0037 Never enough: effective communications aids in the acceptance of employee benefits changes. Emp Benefit Plan Rev (0ct)12. Kathleen H. Goeppinger of Carson, PIrle, Scott & Co. presents 8 basic principles of communication to keep employees informed about benefits. 0038 Porco, C. Developing a pro-active communication style in employees. Sup Mgt (Apr)23. Shows how and when communication breakdown takes place between supervisor and employee and how to overcome i t . 0039 Rosenberg, K. What employees think of communication: 1984 update. CW (May)46. Employeesare more c r i t i c a l of the newsworthiness, timeliness, and attractiveness of their internal publications now than in 1980, and they give supervisors higher marks for communicating. These are findings of the 1984 survey of employee attitudes toward business communications. 0040 Semmons,D. B. The nature of the organizational grapevine. Sup Mgt (Mar)39. In-depth discussion of the probable participants in the grapevine, the characteristics of the participants, how the grapevine works and how to control i t . 0041 Smith, Judson & Janice Orr. Designing and developing business communications programs that work. Glenview, IL: Scott, Foresman, 289pp, $21.95. A manual primarily written for non-professionals providing the steps on building communication programs using a multimedia approach but stressing the audiovisual. 0042 Swindle, R. E. & E. M. The business communicator, 2nd ed. Englewood C l i f f s , NJ: P-H, 632pp. Detailed description of the role and function of the business communicator. The author provides comprehensive explanation of the purposes of a variety of communication forms and media, and methods for developing them. 0043 Tauber, C. Video answers the H&R Block knock. CW (Jan)22. This farflung accounting empire finds closed c i r c u i t TV network a highly effective way of communicating with i t s BS,000 employers. 0044 Thomas, Phyllis. Plugging the communication channel: how managers stop upward communication. Sup Mgt (Apr)7. Focuses on the negatives or barriers to upward communication such as revealing sources, engaging in confrontation, dlscriminato~ behavior, false promises or lack of trust, and the wrong way to conduct meetings. 0045 Thomas, Vicki. We've got to stop meeting like this. CW (May)t8. The author takes a swipe at boring organizational meetings and offers suggestions on how to perk them up. 0046 Video communiques. Mgt Rev (May)9. General Motors Acceptance Corporation has created the GMACVideo Network--a new way for the managers and employees to communicate with each other. This program is a combination of the popularity of TV and the news value of the audio message. 0047 Weaver, R. L. I I . Understanding business communication. Englewood C l i f f s , NJ: P-H, 372pp. An overview of basic communication theory as

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Communication--Employee/lnt ernal applied to business. This text covers a f u l l gamut of topics including listening behavior, non verbal communication, oral reports and meetings. 0048 Wiegard, Richard. I t doesn't need to be dull to be good: how to improve staff presentations. Bus H (duly/Aug)35. The author gives pointers on how to improve staff presentations. Readers are given a l l s t of the pro and cons of visual aids most often used in business presentations.

COMM UNICAT! ON--GENERAL 0049 Andrews, P.H. Basic publlc speaking. NY: Harper & Row. Primarily a text, this book also is a primer for the novice. I t is f u l l of examples of model public speaking performance. 0050 Beckman, J. A. How to make speeches work. PRJ (Aug)2g. These are steps that can bring a speech to l i f e and draw attention of the media. 0051 B1ythin, Even & L. A. Famovar. Communicatingeffectively on television. Belmont, CA: Wadsworth, 220pp, $14.95. The authors provide hints on ways to make an on-camera appearance a positive experience for the indlvldual and useful for the organization. 0052 Bower, R. T. The changing televlslon audience in America. NY: Columbla Univ. Press. A longitudinal series of studies concerned with the television audience and effects that medium has on them. 0053 Cassin, R. L. Jr. Careless whispers. Mgt W (Dec)30. Defamation suits caused by false information are explored. The author l i s t s precautions that must be taken to protect the company from defamation suits such as confirm the facts before making anything public, do not discuss with other employees why someone has been fired, and avoid discussing company matters outside the company. 0054 Cecclo, d. F. Communicationin business, 4th ed. Boston: Wiley, 630pp. A text which lays the framework for the analysis and study of the basics of business writing. Topics Include mechanics of business l e t t e r and strategies for building the l e t t e r and shaping paragraphs. The author is against fuzzy words, trendy phrases and technical jargon. 0055 C1inard, H. H. Winningway to success with people: seven powerful s k i l l s . Houston, TX: Gulf, 285pp, $21.95. A guide for developing and using powerful Interpersonal communication s k i l l s for more satisfying and productive relationships. 0056 Cornel1, R. D. Examining our telephone manners. Sup Mgt (Mar)21. Discusses the right and wrong of business telephone communication, training and developing, dealing with d i f f i c u l t people, the limitations of the telephone in business communication. 0057 Elsea, d. G. Communication--strategies for effective presentations. Pers J (Sep)31. An examination of the basic facts about human nature, facts that meeting planners and speakers often overlook. The more you learn about your audience ahead of time the better you can t a i l o r content and delivew to meet their needs and your objectives. 0058 Finehout, R. M. Movies and motorcars: a fine romance. PRJ (Nov)6. Discusses the long-standing relationship between cars and movies. Hen~ Ford was one of the f i r s t car makers to use motion pictures as a public relations vehicle for his company. 0059 Fitzgerald, P. E. How to play catch and be a better communicator. Sup Mgt (Jan)27. Author describes the communication process by comparing i t with throwing and catching balls; requires different equipment and better targeting of the message.

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Commu n;cation~General

0060 Getting down to funny business. Nat Bus (Nov)44. Using humor as a tool in marketing and management, as a result of changing perspectives of business people to get a message across to consumers and employees. 0061 Green, Betty. A communication menu. Sch Bus Off (Jun)51. Since communication s k i l l s are v i t a l for success in any enterprise, the author has condensed the s k i l l s into 23 ideas designed to make communication more effective. 0062 Haley, R. I. Developingeffective communication strategy: a benefit segmentation approach. N.Y.: Wiley, 510pp, $34.50. Describes a marketing researcher's attempt to measure and analyze consumer audiences. I t also reviews research tools and with methodologies, and similarities between marketing and public relations research methods. 0063 Hoffman, David. D'Aprix discusses communication awareness. CW (Nov)t4. Interview with employee communication expert Roger D'Aprix about his philosophy of employee communication. 0064 Hugenberg, L. W. & D. D. Yoder. Speaking in the modern organization: s k i l l s and strategies. Glenview, IL: Scott, Foresman, 354pp. Contains a theoretical overview of communication and organizations, the various s k i l l s r e q u i r e d for effective communication and strategies for communication messages in varied contexts. 0065 Hulberg, Jack. Cultivating the art of listening. Bus Educ For (Dec 11)20. Good listening s k i l l s require talent and effort, but w i l l greatly enhance one's personal and professional success. I t allows one to understand, to think, and to interact with others. 0066 Hunter, B i l l . The softening of business communication. CW (Feb) 27. Author describes how communicators can use or misuse to convey a specific image with the content of the message. Author calls upon his collection of euphemisms to write an interesting a r t i c l e on how euphemisms soften the blow of straight talk but also can miss the mark in getting a message across.

0067 . Where does a company's communication style originate? CW (JanJlg. Professor Abraham Zalenik of Harvard notes that the CEO's personality can have either a positive or negative effect. 0068 Johnson, B. S. & J. W. Vaughn. J Tech Writing & Comm (3)267. The e f f i c i e n t management of time along with improved procedures for handling work assignments can result in higher productivity and more effective communication. One factor discussed was how to apply these principles specifically to communication a c t i v i t i e s . 0069 Kelly, Charles. SMR forum: effective communlcations--beyond the g l i t t e r and flash. Sloan Mgt Rev (spr)69. The author describes causes of poor communication such as form over substance and the u t i l i z a t i o n of speakers whose talents l i e in other areas. 0070 Koenig, Frederic. Rumor in the marketplace--the social psychology of commercial hearsay. Dover, MA: AuburnHouse, 180 pp, $24.95. Author attributes commercial rumors to the size and impersonality of giant corporations. He recommends going public to deny the rumor and k i l l i t by the weight of public scrutiny. 0071 financial market, Rumors that follow the sun. ATB (Feb)2S. In the thousands of rumors circulate on the stock exchange floor. Financial rumors need to be squelched quicker than other rumors because instant sales and buys are made based on them. The author describes rumor control centers to check the spread of rumors. 0072 Krippendorff, Klause & Michael Elley. Monitoring a group's environment. PR Rev (spr)13. The author suggests i t Is possible to measure

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Communlcation~General

certain effects of communication and assess i t s influence over the direction of public debate of particular issues of interest to an organization. 0073 Lesikar, R. V. Basic business communication. 3rd ed. Homewood, IL: Irwin, 651pp. A text book emphasizing the communication strategies needed to function in today's complex business settings. 0074 Lovell, Karen. AV production is big business in Canada. CW (Mar)t8. The author offers case histories of how companies and governmental agencies use video and film with both good, bad and neutral results. 0075 Maidment, Robert. Listenlng--the overlooked and underdeveloped other half of talking. Sup Mgt (Aug)lO. Author offers steps on how to become better listeners, react to what was said, and review incoming messages. These steps include listen f i r s t , then answer; guard against mental drifting; and repeat what you hear. 0076 Marken, G. A. Getting more out of a speech. Mtk Comm(0ct)94. Speeches should be a part of eye,one's management marketing program. Author presents a handy guide to help one give a speech that the audience w i l l remember. 0077 Marketing communications: theory and research. Chicago: Am Mkt Assn. A collection of papers produced by attendees of the February '85 conference which convey the theories and research procedures used by some pioneers in marketing communications. 0078 Morgan, Philip & H. K. Baker. Building a professional image: when you're asked to make a speech. Sup Mgt (Dec)12. Speech preparation should include a clear statement of purpose, an audience analysis, and a design for the presentation, delivery. Authors also provide advice on how to handle questions during the presentation and how to evaluate your performance. 0079 Mosco, Vincent & Janet Wasko. The c r i t i c a l communications review, Vol 2: Changing patterns of communication control. Norwood, NJ: Ablex, 229pp, $37.50. The book focuses on the changing patterns of control within communication industries. The goal is to examine the process of change in the context of the larger p o l i t i c a l , economic, and cultural environment. 0080 Myers~ K. G. The magnificent 18. Currents (Jan)28. Report of recommendations on how to produce award-winnlng audlo-visua] show from award winners of the past two years. 0081 Nichols, D. R. Speech writers: the ~ t h of corporate excellence. VS (Mar)S4. A professional corporate speech writer has one fundamental purpose, and that is to convince the audience that the corporation is governed by persons of intelligence an~ Integrity. 0082 Noam, E. M. Videos media competition: regulation, economics and technology. NY: Columbia Univ, 46Bpp, $32. Report of research on issues in the video revolution: economics of pay-TV, cable, future role of local broadcasters, analysis of different types of ownerships, and new regulations. 0083 O'Connor, Matt. Taking the terror out of talking. Chi Trib (Dec 2)4:1. PR firms offering training in media handling. Somedos and don'ts are: give a direct answer to a direct question; don't use jargon; t a i l o r your remarks to your audience; i f you don't want a statement quoted, don't make i t ; l i m i t messages to one or two major parts and make them early; don't exaggerate the facts; t e l l the truth, even i f i t hurts. 0084 Oleatt, W. A. Editorial. Office Adm and Automation (Jul)7. Describes a study by Parker Pen Co. The study cites dozens of cases of

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Communlcatlon~General

business deals soured by the misuse of the English language. One of the tips offered was that Americans should speak slowly, plainly, and clearly in short sentences for good communications. 0085 Patti, C. H. & K. P. McDonald. Corporate advertising: process, practices and perspectives (1970-1985). J Ad (11)42. The article focuses upon the study of corporate advertising. The study's purpose is to provide a comprehensive view of corporate advertising activities, and to document the attitudes and perceptions of the largest users of the corporate advertising and its usage in transmitting the corporate message. 0086 Portfolio: corporate advertising. PRJ (Dec)22. Experts choose 1985's most striking and successful corporate advertising campaigns with reprints of the award-winning advertising. Followed up with 14th annual review of corporate advertising expenditures. Workshop department in the same issue of Public Relations Journal has more about corporate advertising. 0087 Radio '85 gets an A for effort in Dallas. Bdst (Sep 23)32. A convention of the National Radio Broadcasters Association discusses the many facets of radio programming. The adaptability of different programming formats are dealt with in detail. Certain formats can cultivate good images in the mind of the listener. 0088 Richmond, V. P. & K. C. McCroskey. Communication, apprehension, avoidance and effectiveness. Scottsdale, AZ: Gorsuch Scaresbrick. An introduction to the nature of communication problems associated with those persons who are uncomfortable with interpersonal communication. 0089 Rock, Stephen. How to communicate. Mgt Today UK (Jul)80. In 1983, CEO addressed the fact that i t s workforce was not sufficiently meeting customer service needs and that trade union representatives had established themselves as the primary channel for communicating with the workforce. 0090 Russel, K.A. Motor trends. PRJ (Nov)20. Discusses how the art of selling cars has developed and has become more sophisticated. Recently, public relations practitioners, in an attempt to gain maximumpublic exposure, have coordinated marketing, advertising, efforts. 0091 Safer, D. A. Institutional body language. PRJ (Mar)26. Institutional bodY ]anguage describes the often inadvertent, unintended communication by an organization that may be construed by the public as a signal of the organization's real attitudes and intentions. Often, these signals contradict publicly stated policy and cause the publlc to question the company's c r e d i b i l i t y and sincerity. 0092 Solman, C. T. & others. The effectiveness of advocacy advertising relative to news coverage. J Commhes (0ct)546. Superior format of the advertisement in layout: large type and straight forward presentation make the identical messagein an advocacy advertisement more effective than a news story despite the losses of credibility. 0093 Smith, Marvin. Radlo/televlslon/cable. NY: Holt, Rinehart & Winston, 386pp. A complete survey of today's electronic media offers insights into the entire broadcast indust~. I t contains new information in the f i e l d of cable TV, including the latest developments in programming, services and distributions. 0094 Skelly, Florence. Analyzes the impact of communication on the future. CW (Sep)18. Headof Yankelovitch, Skelly, and White discusses the role of communication in a dynamic social climate.

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Communlcation~General

0095 St. John, W. D. You are what you communicate. Pers J (0ct)40. Non verbal communication includes use of time, space and distance between speakers, and their audiences; use of color, dress, and motion. 0096 Tan, A. S. Masscommunication theories and research, 2rid ed. NY: Wiley, 400pp, $29.95. New chapters in communication and social change reflect some of the changes within the f i e l d since the f i r s t edition. 0097 Top of the towns in radio. Bdst (Sep 9)35. The Arbltron ratings of the top 10 stations in the top 50 markets are listed. The top radio stations predomlnateIy had the adult contemporary music format. 0098 TQ 20: twentyyears of the best contemporary writing and graphics from TriQuarterly magazine. Walnscott, NY: Pushcart Press. A collection of exemplary works taken from TriQuarterly magazine, a publication dedicated to presentation of contemporary material. 0099 Van Osting, James. The business speech: speaker, audience and text. Englewood C l i f f s , NJ: P-H, 264pp. The author approaches the subject from the point of view that the business speaker is speaking for his organization and for him/herself. Audience analysis must consider not only demographics, but the nature of the relationships. 0100 Williams, H. B. The profound art of how to listen. CW (Apr)20. A tongue-in-cheek article on the art of listening. I t consists of a series of rationalizations for not Iistenlng. 0101 Winkelman, Michael. Corporate advertising. PRJ (Dec)22. Relates how advertising has changed. Today's trend is leaning towards the "hybrid ad" a blending of corporate and product advertising.

CO~L~i UNICATIONS G I ~ P H I C S 0102 Alexander, Michael. Picture perfect photographs help sell story ideas. PRJ (Jul)5. Manypublic relations professionals tend to overlook the potential power of the photograph. To get a broader view of how photographs can be better used by PR firms, photo editors of a business magazine, general-lnterest publlcation, a Sunday supplement and wire service give their ideas on the subject. 0103 Deneve, Rose. The graphic edge. PRJ (Ju1)19. Today, design Is an integral part of the communications effort. Successful graphic design can get attention, support the message, lend to the printed communication a feeling that conveys an essential something about the company. Many examples of current trends In corporate communications design are 111ustrated. 0104 Edel, Richard. Magazines graphic ~esign sets style. Ad Age (Oct 3)18. Ad Age contacted Vanity Pair, Metropolitan Home, Elle and Omnl Magazines for comments on how graphic style enables them to relate edltorial content to readers. 0105 Fitzhugh, Susie. In the mood. Currents (Sep)24. Free-lance photographer describes how she evokes emotion through her photographs. She recommends f i r s t identifying the reason for the photo, and what messages you want the photo to transmit that cannot be carried out better with words. 0106 Heron, Mlchal. Imagination unlimited through photographs In stock. PRJ (Apr)33. Photographs convey messages powerfully, but i f budgets are tight, i t ' s hard to get quality pictures. A solution is stock photography. You can get these photographs from several different sources, and

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Commmliea|ions Graphi~

there is a wide variety of quality work to choose from. They can enhance any brochure at a low cost. 0107 Marin, P . J . What's wrong with this picture? the norms and nuances of editorial cartooning. Unpub thesis (Missouri). The author of the study reviewed the literature of editorial writing, art and comedy in search of specific criteria useful to the cartoonist. 0108 Miller, K. E. Takelt from the top. Currents (Jan)24. How to design better heads. Well illustrated. 0109 Scala, Ted. What's good design? Folio (Nov)146. Five prominent magazine designers t e l l why good graphic design is not to make a magazine look pretty, but to h~lp com~Jnicate the editorial message. 0110 Sheridan, Susan. Using color graphics to heighten efficiency. Office (Sep)78. Whenconfronted with an object, people f i r s t notice color, according to the author of this article. Then they notice the shape of the object. 0111 Smith, R. E. Computerbulletin boards. Futurist (Apr)28. Computer 'bulletin boards' are preparing teenagers for their future professional lives and giving them a forum for sharing their views. The teenagers use their electronic messages for group discussions on such topics as programming tips, global politics, and philosophy. 0112 Sutherland, Don. Designing audio visuals? f i r s t think backward. CW (Jan)33. Author urges thinking f i r s t of the intended audience before assigning an audio visual presentation. The author goes on to describe a presentation using slides and multi-image programs, film setups and overhead projection. 0113 . Phone home, Citizen Spock. CW (May)30. The author explains how to produce an effective multl-lmage production, keep i t simple and original. 0114 . Training the client in audio-visuals. CW (Mar) 20. Author describes reactions of clients to graphics produced by a motion picture projection interfaced with a cassette and tape recorder. 0115 Think about i t . CW (Sep)23. A brief profile of the French-born commercial a r t i s t and i l l u s t r a t o r , Guy Billout, with several accompanying pages of examples from his works in f u l l color. 0116 Weisgrau, Richard. Understanding & evaluating photographers' fees. PRJ (0ct)33. Stresses the importance of understanding photographers' fee structures and what costs are involved in producing a dynamic photograph. 0117 Who are the world's top annual report photographers? CW (Dec) 20. Designers and financial relations consultants name their favorites. Article includes samples of the work of some of those named. 0118 Winkelman, Michael. How to choose and use a graphic designer. PRJ (Jul)33. Public relations firms looking for an outside graphics designer f i r s t need to determine their or their clients' objectives. 0119 Wolman's photography achieves new heights. CW (Feb)23. The story of a free-lance photographer whose specialty is aerial photos for annual report covers. 0120 Wurtemburg, Gladys. The producers. Currents (Jan)t8. How to put together an audio-vlsual show, deciding on the specification, and finding a producer. This account offers a step-hy-step approach. 0121 Yates, Joanne. Graphs as a managerial tool: a case study of DuPont's use of graphs in the early 20th center. JBC (win)5. An historical approach to the use of graphs in the early 20th century, tracing i t s use back 100 years by the DuPont company.

SO

Communication Technology

COMMUNICATION TECIH~OLOG~" 0122 Barrett, F. O. Technology: the permanent wave. Bus Q (spr)43. The author deals with new trends in technology which are becoming everybody's business. He deals with such topics as corporate policy, management implications, technology and culture, economics and science. 0123 Bell, P. C. Emerging technology to improve managerial productivity. Bus Q (win)103. The managerial function is l i k e l y to change dramatically as technological support develops. The managermay be able to spend more time on exercising judgment and less on collecting data. 0124 Brancatelli, Joe. Teleconferenclng: a concept s t i l l looking for i t s place. CW (May)41. According to interviews wlth experts, teleconferencing increases the number of meetings that are possible within limited time and resources. 0125 Brashears, V. L. The diffusion and use of communications technologies in public relations. Unpub. thesis (San Jose). A questionnaire was mailed to a purposive sample of 118 practitioners in the San Francisco Bay area. This included the high technology center known as Silicon Valley. A total of 88% indicated they used one or more of the communications technologies. 0126 Brody, E. W. Are you in line? PRQ (spr)26. A believer of computerized information retrieval and link-up by computer makes a plea for more members in PR link, a network for practitioners and educators. 0127 Camillus, John & Albert Lederer. Corporate strategy and the design of computerized information systems. Sloan Mgt. Rev. (spr)35. Three major views are presented. One view is on CIS importance to top management; another is i t s importance to lower levels of management; and a third view contends that the impact on top management is relatively unimportant. 0128 Constable, John. The impact of information technology. IPRARev. (Nov)18. Author discusses problems involved with making the right decisions to collect and use information collected from computers. Author focuses on the role of education to make effective use of the available technology. 0129 Cooper, Michael. In the stretch: electronic mail. PRJ (Jan) 20. Electronic mail was introduced two years ago by MCI and Western Union and is expected to grow rapidly. I t is being used to speed up approvals and distribution of releases. The author provides information on the major electronic mail companies. 0130 Cordell, A . J . Futurist (Dec)t2. Work in the information age. A smooth transition to the computerized society requires a realistic approach to the choices and tradeoffs: The use of computer power not only displaces labor but also creates new services that can be performed by the remaining labor force. 0131 Cornelissen, M. A. Managementtrends: people and technology are the key. Bus Q (spr)84. The three management trends are people, technology and customers. By building on interweaving people and technology, among other things, i t ' s possible to stay one step ahead of competition. 0132 Datta, Jean. Writing effectively for the word processor. Sup Mgt (Feb)14. Needlesslytyping numerous drafts of texts on word processors defeats the tremendous labor and cost savings the machines can provide. Author offers 10 tips including having secretaries make changes in content and layout before they finish typing. 0133 Farkas, S. F. The office abacus explosion. Mgt WUK (Dec)t6. Author recommends the creation of a centralized resource of information to aid

81

Communication Technology

microcomputer selections and to support maximumand efficient use. Includes guidelines for researching hardware and software capabilities. 0134 Friedman, S. F. How to select and profit by word processors. PRJ (Aug)31. Author offers basic steps in selectlng a word processor. 0135 . Word processors for PR executives: i t can change your l l f e . Office (Ma,y)101. Productivity can improve in time-saving, speedier completion of projects and more accurate finished results through the use of word processors. Gives advice for buying. 0136 Gibson, C. F. & P. T. Kosinar. Meeting the need for information technology literacy. Mgt Rev (Sep)24. Authors make a ve~ strong case for information literacy at the decision-making level to keep the organization up to and ahead of world competition, especially in the Orient where the population has the highest technological literacy in the world. 0137 Gilley, M. C. & V. A. Zeithame. The elderly consumer and adoption of technologies. J Cons Res (Dec)353. Findings show elderly w i l l accept new technology when i t meets their needs and is communicated effectively, according to the author. Elderly also are found higher In awareness of new technology, rely more on mass media than friends for Information, are more avid newspaper readers. 0138 Gluck, Dale. Haveyou taught your PC to paste up? CW (Mar)29. The author shows how a computer can be programmed to write, edit and layout publications. State-of-the-art soft and hardware for doing all this are discussed along with the advantages and limitations. 0139 Greenberg, E~ic & Don Bob]. The nl),th of the runaway computer. Mgt Rev (May)38. Explains how order is created by the introduction of computers in the workplace. The author believes an orderly transition is taking place. 0140 Hansen, Kathleen & Jean Ward. Quantity in and quantity out: on-line with electronic information. WJR (Aug)53. The a r t i c l e t e l l s how the information gathering process has become an electronic process. They give three types of data bases used for reporting. 0141 Harris, Allen & others. Computers in constituent communications. PR Rev (fa11)34. An investigation into those who practice public relations in politics. Specifically, an attempt is made to determine the potential of computer-mediated political communication systems. 0142 Harris, P. R. Future Work I I . Pers J (July)52. Automation, i f carefully introduced, provides numerous opportunities to improve the management of time, meetings and information exchanges. 0143 Hilty, T. J. Whencomputers process inquiries. Bus Mkt (Feb)86. This a r t i c l e describes the program used by Reliance Electric Company to follow up on leads obtained from trade show, advertising and direct mail. 0144 Housel, T. J. AT&Tinterviews and hires via teleconference. CW (Jan)30. Four MBA graduates found jobs via teleconference interviews with recruiters 3,000 miles away. The savings are substantial and costeffective. 0145 How to develop PR programs for hi-tech clients. PRQ (fa11)6. Presents the high tech client as a different breed in both attitude, language and expectations. 0146 Kane, Veronica. Tomorrow's l i b r a ~ may be In your office today. PRJ (Ju])30. Personal computers can help locate and organize c r i t i c a l information quickly and completely by tapping into electronic libraries. Several data bases are detailed, including available services and costs. 0147 Kellner, R. S. J Tech Writing & Comm(1)55. The need for a course in technical terminology for students in technical writing is discussed by the author.

Communication Technology

0148 Kelly, M. M. The next workplace revolution: telecommunicating. Sup Mgt (Oct)3. Lists numerous benefits of telecommunicating including increased productivity, improved employee retention, and control of staff f l e x i b i l i t y and office space. Author also provides a checklist for selecting jobs suitable for completion away from the central office. 0149 Kliem, R. L. Do you need a microcomputer? Sup Mgt (Nov)2. Author recommends a f e a s i b i l i t y study before buying a microcomputer. Advice on how to conduct the study includes an analysis of the existing office system. 0150 Kleinschrod, W. A. Strategies for office automation: planning for success in the office of 1990. Willow Grove, PA: AMS Foundation, 112pp, $18. A series of case histories of automated offices. They stress that office automation is an ongoing, developing process, adapting and expanding to keep up with technology. 0151 Magee, John. SMR forum: what information technology has in store for managers. Sloan Mgt Rev (win)45. The future effect of information technology on management and emerging trends: the rebirth of the cottage industry; the growth of a r t i f i c i a l intelligence; and the changing role of middle management. 0152 Margareta, Peter. Getting comfortable with your computer. Mgt W (May)18. Author tries to explain misconceptions that cause managers to shy away from computers and how to overcome fear through a better knowledge of what is involved. 0153 Mitchell, R. B. & others. Investigation of the impact of electronic communications systems in organizational communication patterns; JBC ( f a l l ) 9 . Report of a survey of how computerization with or without retrieval systems are used in organizational communication. 0154 McKenna, Regis. The Regis touch. Reading, MA: Addlson-Wesley, 179pp, $15.95. A reader by the top consultant for high-tech firms who also helped launch Apple Computers, experimentedwith new ideas in marketing and communication, and promoted the rewards of being an entrepreneur. Provides successes and pratfalls. 0155 Nelson, Richard & Robert Heath. Corporate relations and new medla technology. PR Rev (fall)27. An account of innovative uses of alternative channels of communication for reaching targeted audiences. 0156 News in news gathering technology. Bdst (Sep 23)51. The Radio Television News Directors Association convention shows o f f the latest technology in news gathering. 0157 Policano, Christopher. The road to high tech. PRJ (Jan)12. This is one of several articles in this high technology, theme issue. The author t e l l s how to plug communications operation. The author warns that use of high technology is a matter of survival. 0158 Purchase, Alan. The office technologies; tool for automation success. Willow Grove, PA: AMS Foundation, 112pp, $18. Reviews the evolution of office information systems from the early days of word and data processing. 015g Purity s t y l e transcends the medium. CW (Jan)27. How to use computers for graphics and design. 0160 Rice, C. B. Telephone company involvement in cable: windows on a one wire future. Unpub. thesis (Pennsylvania). Society has given b i r t h to an electronic revolution where voice, video and data services are evolving toward integrated, digitized transmissions sent over microwave or f i b e r - o p t i c wire. This study finds that telecommunlcations technology is evolving faster than regulations to control i t .

Communication

Technology

0161 Rice, R. E. The new media; communication, research, and technology. Beverly H i l l s , CA: Sage. $14. An overview of new media technology and research along with the growth of a new media. I t also describes some concepts concerning their use and impacts that link new technologies with traditional communications. 0162 Rodale, Robert. The graphic revolution in computers. Futurist (Jun)49. Computer graphics promise to speed up decision-making, enhance white-collar productivity, and help prevent industrial accidents. Graphics are persuasive, shorten meetings and encourage consensus. 0163 Rosen, Sheri. Computer sense: taking control of electronic communication. CW (Jan)42. Computers can do more than automate the communicator's tasks. The essential function of the computer is not for word processing. As computers proliferate, electronic communication w i l l become as common as the telephone. 0164 Rosetti, D. K. & T. J. Surgent. Video teleconferencing and performance. JBC (fall)25. Results of studies indicate that video teleconferenclng is useful for a broad range of business communication tasks. In one stuc{y, the performance of groups involved in te]econferencing was superior to that of groups holding face-to-face meetings. 0165 Rude, C. D. J Tech Writing & Comm(2)181. This a r t i c l e describes the importance of using a word processor in a technical editing class. 0166 Rothman, D.H. The silicon jungle. NY: Ballfine, 370 pp, $3.95. The author tries to offer advice to cut through the maze of high-tech information on which computer to buy and what programs are best. 0167 Seeing is believing. Mkt Comm (Apr)63. A video/teleconferencing directory of resources whose business i t is to assist in setting up video conferences. 0168 Teleconferencing: extended reach, dramatic wallop. Mkt Comm (0ct)42. Satelllte technology is providing business with medium for delivering and sharing business information, corporate policies and other information to geographically dispersed groups of executives without the waste and expense of arranging and paying for travel and lodging. 0169 Tobio Ka, Ken. Japan's matrix of nature, culture and technology. Mgt Rev (May)42. Explains Japan's success in high tech from an historical view and the merging of two Japanese penchants for precision engineering and systematization. 0170 Weber, Barbara. J Tech Writing & Comm(1)63. Describes choices of some companies to communicate high technology to the public with a professlonal writer or a technician. I t is often easier to teach a writer the technical aspects rather than teaching a technician how to write. The author states pros and cons. 0171 Whalen, Tim. J Tech Writing & Comm(3)235. The specification, one of the more d i f f i c u l t forms of technical and engineering writing to learn, is the focus of this a r t i c l e . 0172 Weiner, Richard. High-tech news. PRJ (Jan)t6. The author t e l l s readers how to get through the maze and wizardry, into computerized retrieval, in this one of several artlcles in this magazine issue theme. The a r t i c l e is excerpted from the author's book entitled Professional's Guide to Public Relations Services, 5th ed. 011J Wiseman, Charles. Strategy and computers: information systems as competitive weapons. Homewood, IL: Dow Jones Irwin, 246pp, $2S. A guide for executives and llne managers on how to use computers to shape strategies. Manual features many case histories to assist the reader in applying the information the author provides.

Consumer

Relations

CONSUMER RELATIONS 0174 Corbett, W.J. Global consumeFism: moving forward for progress. IPRA Rev. (Aug)27. Author explains the international consumer protection guidelines drafted by the United Nations Economic and Social Council. 0175 Cunningham, R. P. The ombudsmen: out of context. Quill (Jan)5. Reports of case histories handled by ombudsmen at newspapers across the country. This is a regular feature of Quill which attempts to show how the media are cleaning up their own house. 0176 De Bruicker, ~ S. & G. L. Summe. Make sure your customers keep coming back. H Bus Rev (Jan/Feb)92. Recommendations for changing marketing strategies with the product's l i f e cycle. Author classifies customers into profiles: purchasers interested in new technology, experienced customers with their own expertise, latecomers who see technical support, and experienced customers who are interested primarily in price. 0177 Drier, T. Doesyour image match your ads? ABA Banking (Oct) 148. This a r t i c l e discusses the ways a bank can find out how well i t is serving i t s customers. 0178 Friedman, Monroe. Consumerboycotts in the U.S., 1970-1980: contemporary events in historical perspective. J of Cons Aff (sum)96. An 11year longitudinal study shows use of consumer unions lead the l i s t , followed by social minorities, religious groups, consumer groups, and environmental groups. 0179 Jackson, B. B. Build customer relationships that last. H Bus Rev (Mar/Dec)lEO. Author bases this a r t i c l e on her book, Building and Keeping Industrial Customers: The dynamics of customer relatlonships (LexingtonJ. I t is a recipe for building long-term relationships based on classifying customers into "lost-for-good" and "easy-switchers." 0180 Meyer, E. A. Consumersaround the world: do they have the same wants and needs? Mgt Rev (Jan)26. Certain products like those in the hightech f i e l d are high among the needs and wants of customers wherever they are in the world. Cosmetics, fashion and accessories also cross national barriers easily. Products that offer the greatest resistance are in the food, nutrition and health areas. 0181 Sherrel, Daniel & others. Exploring consumer response to negative publicity. PR Rev (spr)13. Public relations managers must not overlook support from marketing to overcome negative publicity. Tylenol c r i s i s case study shows importance of using marketing experts to help restore public confidence. 0182 Walling, V. C. Jr. Incorporating values and l i f e styles into the theory of consumer innovativeness. Unpub. Dfssert., Stanford, 162pp. This study challenges the concept that innovativeness is a normally distributed human quality. The 3 styles identified are impulsive, risktaking, practical, advantage seeking, and tradition preserving. 0183 Zemke, Ron. Customer education: the s i l e n t revolution. Training (Jan)27. Author offers tips in planning consumer education program. Among the tips are to start with a small p i l o t program, choose a curriculum within your expertise, introduce i t with an intensive publicity campaign, make i t a true educational program that is not primarily selfserving and charge.

85

Corporate Social Responsibility

C O R P O R A T E SOCIAL R E S P O N S I B I L I T Y 0184 BeverageIndustry aids efforts to stem alcohol abuse. Mkt News (Jun 21)9. The beverage industry i s engaged in a multi-million dollar-campaign to educate consumers about the effects of alcohol abuse. The industry hopes to shed i t s negative image by merging with the public's concerns. 0185 Carden, A.H. The pyramid model for systematic training. Pers J (Jun)103. Organizations and managers are being held accountable by employees for training. Today, training is big business. Big bucks are spent to develop people and create a climate for higher productivity. 0186 Clifford, D. Jr. & Richard Cavanaugh. Innovation builds winning performance. Ad Age (Dec 2)42. The authors set forth new formulas for success in the 1980s: social responsibility should be the main focus of corporations, and wealth becomes a natural by-product of this orientation. 0187 Curran, Josephine. Friends of the road. PRJ (May)t3. Because there are over one million runaways who h i t the road each year, Trailways Corp. had its public relations dept. develop a nationwide community service program that gives runaways and missing children a free bus ride home. 0188 Davies, Charles. Bread upon the waters: a hard-nosed rationale for corporate generosity. Pers (Nov)23. Continental Bank of Canada sponsors cultural activities which i t claims is highly cost-effective In achieving v i s i b i l i t y and customers. 0189 Delphin, S. M. Philanthropy: beyond good intentions. PRJ (Sep) 7. corporate personnel who make decisions about donating to charity face many dilemmas. A recent survey shows that public relations professionals are important forces In corporate contributions programs. 0190 Foote, Joseph & Phyllis Quan. Moral obligation or marketing tool? Foundation News (Sep/Oct)54. Shows how corporate social responsibility canbe tied to the bottom line. 0191 Goldblatt, Joe. Profiting from relationships with charities. PRJ (Dec)16. Discusses how corporations and charities are forming partnerships. The public relations role in this partnership Is that of match maker. Gives insight into how the practitioner can create the "perfect match." 0192 Kiechel, Walter I I I . On the charity circuit. Fortune (Oct 14) 223. Identifies motives behind executive involvement In charitable work as the desires to: do some good, demonstrate a b i l i t i e s beyond workday. endeavors, exercise power, and reduce guilt. 0193 Levi's chief urges corporate responsibility. Mgt Rev (May)8. Communities are being called on byLevi Straus and Company to join with public sector and charities to solve the problems of communities in which they operate. 0194 Lewis, Glenda & Charles Fordham. Sponsorship of the Te Maori art exhibition. IPRARev (Aug)35. Describes the public relations value to Mobil Oil of New Zealand's sponsorship of the exhibition. 0195 Liechty, Daniel. On the social responsibilities of business: contra Milton Friedman. Mgt Dec (Apr)54. The author argues that business has an ethical obligation to exercise social responsibility in making policy decision and that the focus for i t s social concern is the non-market sector.

86

Corporate Social Responsibility

0196 Maurs, Tony. The public and private good. Nat Bus (Mar)72. Companies are finding that giving legal service to the needy makes ethical and economic sense. Corporate attorneys are feeling that they are part of the community and not just part of the corporation. 0197 Morris, R. I. & D. A. Biederman. How to give away money i n t e l l i gently. H Bus Rev (Nov/Dec)IS. The design in corporate philanthropy today is to treat i t as one would any other business investment with measurable results on the bottom line. 0198 Mose, M. R. A framework for analyzing corporate social responsib i l l t y . JBE (Feb)69. -The purpose of this a r t i c l e is to identify the parameters of situations regarding corporate social responsibility. Three situations are given and their results are assessed. 0199 McNamara, M. D. Public Affairs: OrphanAnnie or marketing's secret weapon? Pub Util Ft (Sep 19)37. Public affairs are seen as a corporate marketing resource by an analyst with the California Public U t i l i t i e s Commission. 0200 Norris, William. Sowing new seeds for corporate responsibility. Fin Exec (Jui)16. Defines corporate responsibility as concern for the welfare of employees, effort to assure product integrity, and participation in volunteer activities. 0201 Powells, Suzanne. Business coalition tightens up on corporate philanthropy. Hosp (Jun 16)106. A coalition of businesses is established to reduce health care costs by making i t more costly for employees to be reimbursed for hospital inpatient services. This is a trend in costcontainment. 0202 Pratt, Cornelius. Social responsibility: policies and practices of clients of Nigerian practitioners are compared with the same policies and practices of U.S. and Canadian corporations. 0203 Rosenfeld, Judith. Cashing in on a noble cause. Mkt Comm (Apr)19. An account of increasing numbers of sales promotion efforts being tied to causes. Statue of Liberty renovation is in the lead. 0204 Shorrock, J. B. Free advice. Currents (Feb)32. A guide to IRS publications on rules for charitable giving and receiving. 0205 Tilson, D. J. & Donald Vance, Corporate philanthropy comes of age. PR Rev (sum)26. As cutbacks in government funding increase, requests for contributions from corporations also increase. Many corporations are looking at their contributions as a way to e~tend a competitive edge, and some, like American Express, are making contributions a marketing tool by tying donation to sales promotions. 0206 Wartick, S. L. & P. L. Cochran. The evolution of the corporate social performance model. Acad Mgt Rev (4)758. Traces the evolution of the corporate social performance model by focusing on three challenges to the concept of corporate social responsibility: economic responsibility, public responsibility, and social responsiveness. 0207 Zemke, Ron. Industry-education cooperation: old phrases with a new meaning. Training (Jul)20. Author offers case histories of successful programs.

C R I S I S MANAGF~,IE~X~ 0208 B1yskal, Jeff & Marie. Making the best of bad news: how corporations in c r i s i s use the press. WJR (Dec)S1. The authors have created a case history on how to promote a book. They do i t by marketing excerpts from

87

Crisis M a n a g e m e n t

their book as separate articles in trade and professional journals. This is better than appearances on talk shows, since i t does a better job of communicating with targeted audiences. 0209 Burson, Harold. Damagecontrol in a crisis. Mgt Rev (Dec)42. The author offers specific solutions to real and hypothetical crisis management problems. The author starts from premise that everyone and every organization is vulnerable. 0210 Carroccl, N. M. Diffusion of information about cyanide-laced Tylenol. JQ (aut)630. Author uses Tylenol to demonstrate the capability of the broadcast media to saturate the world with the latest news events. 0211 Chartrand, R. L. Preparing for emergencies. Futurist (Dec)23. Emergency management, the art of dealing with disasters, is developing a new system for coping with big trouble. Advancedtechnologies such as computers and telecommunication devices could have revolutionary effects on a wide variety of natural and man-made disasters, including floods, hazardous-material s p i l l s and tornadoes. 0212 Cheney, Richard. How PR can help defend the corporate ramparts. Fin Exec (May)38. Describes where public relations f i t s in a company's defensive strategy. Requirements of an effective public relations department during a takeove~ Importance of maintaining good relations with the press before takeover, not after. 0213 Courtes, John. Crisis communications is the practice of managing a company's public image under emergency conditions, such as an accident or a disaster. Bus Mkt (Nov)96. I t requires skilled public relations practitioners and an advance c r i s i s communication plan to reverse or soften potentially harmful situations. 0214 Cupp, R.L. Study of public relations c r i s i s management in West Virginia chemical companies. Unpub. thesis (Maryland). Nine public relations officers from companies that employ over 150 workers were studied on a case-by-case basis along with two actual c r i s i s situations. I t was found that chemical companies practice very l i t t l e professional public relations at the plant level. 0216 Dilenschneider, R. L. Anticipation: a key weapon in crisis strategy. CW (Apr)30. Companies need to develop an effective c r i s i s communications program before problems occu~ The best program is one that prevents or l i m i t s a communications crisis. As part of such a program, media stories should be monitored on a worldwide basis. 0216 & R. ~ Hyde. Crisis communication: planning for the unplanned. Bus H (Jan/Feb)3S. Crises can't be planned but they can be anticipated. You must have tactical and strategic guidance teams in place. 0217 Gorney, Carole. Steel shut down in Lackawanna: a case study. PRQ (sum)20. Analyzes the historical, p o l l t i c a l , geographic, economic and psychological factors facing management and public relations when a company leaves a one-company town. 0218 Graze, G. G. Anatomy of a broadcast. PRJ (Feb)28. Tells how i n d i gent health-care reform legislation was brought back on the p o l i t i c a l agenda by getting "60 Minutes" to do a segment on i t . Author shows how public relatlons, journalism and p o l i t i c s can be effective i f used in combination. 0219 Hertwig, Lother. Youngpeople put democracy on t r i a l . IPRARev (Feb)41. A case history of an invitation to the young people of 15 European countries to come together and voice their opinions about democracy. An excellent case on how to publlclze controversial issues.

E~

Crisis M a n a g e m e n t

0220 Kuechle, David. Crisis management an executive quagmire. Bus Q (spr)53. Detailed accounts of two corporations that had crises or near crises. The article details executives' actions to the problems and provide guidance for others who may face crises of their own. 0221 Lerbinger, Otto. Managingcorporate crises; strategies for executives. Boston: Barrington Press, 101pp, $12.95 paper. Discusses the major corporate crises of the year, how they were handled and how they should have been. Strategies and tactics discussed for handllng four different kinds of crises; technological, confrontation, rumors, management failures. 0222 Lymonds, W. C. & others. Bus Wk (Dec 23)4. With planning, companies can deal effectively with crises by identifying areas of vulnerability. Executives who work well under stress also should be Identified to serve as spokespersons. 0223 Mitroff, I. I. & R. H. Kilman. Why corporate disasters are increasing, and what companies can do to cope with them. P A Rev Annual, pp5-21. Authors identify four types of disasters and offer then recommendations for coping: product tampering, unforeseen set of circumstances, g u i l t by association, and misinterpretation of 1ogo meaning. 0224 Pedersen, Wesley, ed. P A Rev annual, Vol VI. Washington, DC: Publ i c Affairs Council, 136pp, $20. Published annually for six years, thls latest volume contains selected articles on crisis management and why they are on the rise, and symposium on what to do during times of belt tightening. 0225 Pines, W.L. How to handlePRcrises: f i v e dos and don'ts. PRQ (sum)16. Tips on creating and conducting crisis management public relations campaigns. 0226 Register, Michael. Preparlngfor crisis: a case study. IPRARev (Nov)34. Case history of the development of a Crisis Communications Response program by the Crisis management Unit of a British company. 0227 Stephenson, D. R. Converting crises into cheers: deed versus declarations. IPRA Rev (Aug)29. Author describes the planning and preparation that go into avoiding crises, and offers eight guiding principles of a model program based on lessons from some of the world's greatest crises. 0228 Stevens, Art. Communication: how to handle bad news. Ind Wk (Oct 14)63. How a company Interacts with the media in a crisis situation largely determines how the bad news w i l l be communicated to the public. 0229 Street, R. B. A case study in crisis public relations: the Meredith crisis at the University of Mississippi. Unpub. Thesis (Mississippi). In 1962 James Meredith was the~first Black student to be admitted to the university after a two-year legal battle. A review of the literature in crisis communication showed that the university took the steps recommended by the literature that did not exist at the tlme. 0230 Tandon, Rajiv. Strategic planning in an era of uncertainty. JBS (win)g4. Coping with crises begins with the assumptions that these situations are manageable and can be mitigated by strategic plannlng. The author outllnes 10 rules, proceeding from establishlng the plannlng function through the evaluative phases to implementation and control. 0231 Thornburgh, Dick. Crises management: 10 key lessons from the three mile island experience. PA Rev Annual, pp24-28. Pennsylvania governor shares the lessons learned from the nuclear dlsaste~ 0232 Wilson, James. Managing communication in crises: an expert's view. CW (Dec)t3. Interview with crises communications expert consultant

89

Cvlsis M a n ~ e m e n t

reveals that when hls firm (Burson-Marsteller) responds to a crisis, the f i r s t p r i o r i t y is to go to the location with a management team to serve as spokespersons.

F I N ~ C I ~ f L RELATIONS 0233 Baldwin, William. Morality plays. Forbes (Jul)42. The story of a 1.5-billion investment program that is limited to "sin-free" companies. The U.S. government and its bonds is not one of them. 0234 Carlisle, Anthony. A remarkable financial case stucLY--the British telecom share offer. IPRARev (May)38. A case history of the financial relations program to effect a record stock sale. 0235 Cato, Sid. The annual report: here I come world. PRQ (spr)17. The author is a self-styled watchdog over the quality and effectiveness of annual reports. Author reports a computerized survey of trends in annual reports. Only a handful are innovative and w i l l discuss competition, market share and position. 0236 Curran, Josephine. Create a schedule for your annual report. PRJ (Oct)29. Suggests a 9-month schedule for preparing an annual report. The purpose of this schedule is to control time and costs when working on your company's annual report. 0237 Cutlip, S. M. Attendant responsibility. PRJ (Jan)26. Closer SEC surveillance highlights public relations responsibilities. Public relations is caught in the middle in releasing, intentionally or unintentionally, false or misleading Information. 0238 Guidice, John & others. Wanted: discerning managers. Mgt Rev (Feb)40. Describes the demand for a de-regulated financial services industry. Managersmust be adaptable, monitor a volatile marketplace, and have the a b i l l t y to measure, analyze and control risk. Careful monitoring of the environment w i l l create an expanding demand for management public relations. 0239 Harmon, G.L. Selling America's biggest non-bank bank. Mgt Rev (Feb)62. Market research has begun to play an increasingly important role in declslon-maklng within the financial services industry. This a r t i c l e explains why and how. 0240 Here's an idea for your 1985 annual report. ABA Bank J (May)24. CEO of Cambridge Bancorp seems to have found a way to make annual reports entertaining and personal as well as informative. Lewis Clark placed an 8-page l e t t e r humanizing the bank and i t s personnel, a personal l e t t e r to shareowners. 0241 Hirasuna, Delphine. Ten tips fo~ creating an award winning annual report (Dec)20. Author t e l l s how to grab annual report reader's attention so they'll pay more attention to the report. Goeson to give more dos and don'ts regarding annual reports, and ideas for increasing readab i l i t y of boring material. 0242 Koeth, Barbara. ExpresslyAmerican: management'stask is internal development. Mgt Rev (Feb)24. An account of the merger of Shearson Loeb with American Express under the Amexumbrella. Article contains excellent side bars in the corporate culture of the merged giant, i t s marketing philanthropy, and a history of acquisitions by American Express since 1981. 0243 Kneer, D. C. Just how much should a financial statement really disclose? Bus H (Nov/Dec)6B. Financial statements should provide the information that users need to make economic decisions.

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0244 Kulberg, D. R. Reporting to the public: who's responsible? VS (M~y)429. Discusses the failure to be open and candid in financial reporting by many companies. Calls for more professional behavior on the part of financial reporters and openness on the part of chief executives. 0245 Marken, G. A. Doesyour management know the language of takeover? PRQ (win)14. Author presents an overview of the new world of mergers, takeovers and acquisitions, and ways in which public relations executives can help management to avoid surprises. 0246 Sommer, A.A. The annual report: part one: is i t f i l l i n g i t s role? Fin Exec (Nov)30. WhY do companies go to the expense of putting together elaborate and beautlful annual reports? What are the benefits? Why are so manypoorly organized? 0247 Stevens, Art. A plunge into the fishbowl. Nat Bus (Mar)77. When companies go public, they have to learn that i t ' s not their company any more. Instead of looking at the company from just the inside out, corporate presidents are constantly concerned about how they look from the outside in. 0248 U.S. banker round table: communicating the banking stow. Part 1. U.S. Banker NE (Apr)24. In a panel discussion conducted by U.S. Banker, flve top executives in the banking industry discuss the needs for effective communications. 0249 Wllson, James. Evaluating the evaluators. CW (Dec)27. Lists the major U.S. international contests for judging award-winning annual reports complete with requirements. 0250 Winkelman, Michael. Takeover-fever fever. PRJ (May)22. So much of what's at stake in a corporate takeover is a public re]ations issue. Corporate leaders, investment bankers, and lawyers are turning to pub]Ic relations professionals for assistance and counsel in these crisis situations of corporate takeovers. 0251 Zelvin, Arthur. Pizzazz for annual reports. Nat Bus (Feb)54. Stockholders want more detail but palatably presented Information, according to the author. Themesfor annual reports can help organize the information stockholders want.

FUNDRAISL~G 0252 Carbone, R. F. Class act. Currents (Jul/Aug)40. A survey of colleges that offer fundralslng courses. New School for Social Research has the most comprehensive program. 0253 Desmond, R. L. &J. S. Ryan. Serving.people's needs: s t r i k i n g a balance between centralized and decentralized fundraislng. Currents (Mar)42. The pros and cons of both centrallzed system of fundralslng by the university and letting individual colleges and departments do their own fundraising. The author shows how to combine the advantages of both. 0254 Dove, K. E. Audit your development office for results. Currents (Sep)28. The author defines the audit as a formal, comprehensiveevaluation of the development program and i t s relatlonship to the people and institutions i t serves. Then, the author gives a step-by-step approach to carrying out an audit. 0255 Dunn, J.A. Jr. &L.R. Hutten. Private fundralsingover time. Currents (Sep)44. A look at how well 34 private institutions have kept pace with financing their program through private gifts. Features a research update summaryof 20 selective private universities fundralsing success stories.

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0256 Ford, Ed. Recipe for endowment. Currents (May)17. A case histor~j on how Berea College increased i t s endowment to more than $10O million. 0257 Gobberdiel, Jim. Live, by satellite. Currents (Jun)38. How the University of I l l i n o i s used s a t e l l i t e to kick o f f a capital g i f t campaign. I t featured a well-known TV personality and alumnus John Chancel1or. 0258 Howe, Fisher. Whatyou need to know about fundraising. H B Rev (Mar/Apr)18. Unlike large, national organizations, small ones must raise money without professional counsel. The author discusses some typical tasks involved in do-lt-yourself fundraising. I t starts with quality of that mission as compared with other worthy missions. 0259 Leslie, L. L. & Garey Ramey. What appeals to whom? Currents (Jul/ Aug)34. Author offers several models of approaches to prospective donors. 0260 Rowland, H. R. No more f l y i n g blind. Currents (Jul/Aug)6. An account of the planning and research that must go into a successful fundraising program. 0261 Sandberg, J.R. Organizing your operation. Currents (Mar)46. More on the pros and cons of centralized versus decentralized fundraising for universities; with emphasis on medical doctors and law~jers who are interested in giving only to their professional school. See also Desmond, Serving People's Needs. 020~ ~mltb, W.d. Ine art of raising money. NY: AMA. A text book on fund raising for the novice. 0263 Synodinos, John. Terms of endowment. Currents (May)12. Recommendation on how to conduct a successful fundraislng campaign to fund a university endowment program by good management of the funds. 0264 Willard, T . J . What makes a successful chief development office? Currents (July/Aug)38. Based on a questionnaire administered to presidents and chief development officers at 200 institutions of higher learning, the author identified the educational, social and administrative factors that identified the successful and effective development officer. GO~I~IE~I

" RELATIONS

0265 Ascher, William & W. H. Overholt. Strategic planning and forecasting: p o l i t i c a l risk and economic opportunity. NY: Wiley, 311pp, $29.95. An overview of the f i e l d of p o l i t i c a l forecasting, and the relationship of forecasting to policy planning. 0266 Banthin, J. & L. Stelzer. Political action committees: fact, fancy, and morality. JBE (Feb)t3. As American business adopts an increasingly a c t i v i s t role in p o l i t i c a l campaigns, PACs are the major vehicle for direct business involvement. Analysis of PAC activities has been dominated by the perspective that PAC a c t i v i t i e s and contributions are a rational investment in p o l i t i c a l candidates in return for short-term payoffs. 0267 Bern~s, E. L. Operatives and lobbyists vs PR professionals. PRQ (sum)27. Examinessome of the implications of playing the access game in Washington in the name of public relations. The veteran practitioner's thoughts of what Michael Deaver has done in the name of publlc relations. 0268 Berry, J. M. The interest group society. Boston: L i t t l e , Brown, 244pp, $8.95. An analysis of the role of interest groups in the American p o l l t i c a l process. Increasingly, citizens look to interest groups to

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speak for them in the political process. An analysis of the internal organization of the interest group is given. 0269 Bowra, R. Library legislative day. Lib J (May 1)31. A case history of successful supporters to stemthe rising tide of book censorship. 0270 Brosnahan, T.G. Communication program to battle steel imports. CW (Aug)24. To influence President Reagan's decision on quotas on imported steel, in January 1985, Bethlehem Steel and the United steelworkers hired Burson-Marsteller to develop a communication program. 0271 Brown, D. A. Public relations in Washington, DC, 1985. PRQ (sum)13. Traces the spectacular growth of public relations in the nation's capita]. 0272 Clark, Joe. Buslness-governmentrelations: opening the systems. Bus Q (sum)82. This article shows how governments and businesses affect each other. Clark believes government now exists to serve i t s e l f . Smaller enterprises, which are often more innovative and provide more jobs, can be shut out precisely because they are small. Recommendssolutions. 0273 Coil, Steve. Political PAC men. Inc (Aug)22. Seven PACs represent small business, but their resources combined do not equal those of one Fortune 500 corporation. But the National Federation of Independent Businesses plan to add new money by raising an endowment of one-half million dollars from which to draw. 0274 de Lama, George. Third world finds funds to hire lobbyists. Chi Trib (Feb 4) 1:5. Third world nations are hiring U.S. PR firms to help them to improve their image and promote tourism. 0275 First amendment watchdog. WJR (Mar)t2. The Society of Professional Journalists (SDX) has launched a two-year public awareness campaign called Project Watchdog to put the First Amendment in a better light. 0276 Free, Valene. AT&Thits fighting trim. Mkt Comm (Oct) 21. For years, AT&T operated in the protected environment of government regulations. As a result, the organization never needed to develop i t s marketing s k i l l s , until now. Its inexperience shows. 0277 George, Rosemary. Washington lobbyist: the quiet side of crafting legislation. Bottomline (Feb)23. The more precisely an industry can communicate, the better chance they have for success. Organizing the message is a v i t a l function of a lobbyist. 0278 Gorney, Carole. Laisser-faire television. PRJ (Mar)12. Will TV deregulation encourage or deter responsible programming and use of PSA? Repeal of the Fairness Doctrine, which the author believes is next, would give broadcasters the theoretical, i f not ethical, right to present only one viewpoint. 0279 Gross, M. J. Lobbyists, PACsand kitchen cabinets: the secret public figures. Comm& Law (Apr)23. An in-depth discussion of case law as i t relates to public and media access to information and low profile public figures who are lobbyists, PAC members and presidential advisers. 0280 Gupta, Himanee. Corridors of power: the Ins and outs of Washington's education lobby. Currents (Jan)g. Stories of lobbyists for private institutions and land grant colleges. 0281 Guzzardi, Waiter. The secret love a f f a i r between the press and government. PO (Aug/Sep)2. Press and government are not seen as advisories, but are being linked together for the purpose of strength. The union between press and government has become a force for legitimizing governmental institutions and free enterprise, antipathy, grand design, and alliances.

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0282 Heise, J. A. Toward closing the confidence gap: an alternative approach to communication between public and government. Pub Adm Q (sum)196. Effective communication is necessary to rebuild public confidence in government. Author recommends communication model. 0283 Hiebert, R. E. & C. M. Devine. Government's research and evaluation gap. PR Rev (fall)47. In theory, public information requires study to understand audiences and evaluation to measure effectiveness. Government information officers almost always proclaim the importance of research and evaluation to their work. However, there is a wide gap between the admission of the importance of research and evaluations and their actual use.

0284 H i l l , Don. Lessons from Campaign '84: part two. PRJ (Feb)t8. The role of a political candidate during a debate is not necessarily to answer questions, but rather to be persuasive. Neither Walter Mondale nor President Reagan succeeded in either regard In their presldent|al debates. 0285 Johnston, C. B. Staying current. Bus Q (sum)62. This article deals with staying current on the changing aspects of the buslness-government environment. I t contains a series of lectures given by leaders In public and private sectors on their concerns. 0286 Kroloff, George. Guiding our hired hands. PRJ (Nov)13. Announces the "Nuclear war prevention k i t , " a 36-page guide produced by the Center For Defense Information, which gives guidelines for bringing government policies in line with public sentiment. Thls 'how-to k i t ' describes a commonsense approach to changing public policy. 0287 Levy, R. N. How to avoid over-regulation by using public information. PRQ (Mar)15. Author blames restrictive government regulation on the lack of public education. Author asserts need for consumer education in cases of product l i a b i l i t i e s . 0288 Lustig, Theodore. Great Caesar's ghost. PRJ (Mar)t7. Examinesthe s i m i l a r i t i e s between the image building of politicians today and p o l i t i cally motivated figures of 2,000 years ago. Then and now, establishing an idealized person in the public's mind was one of the earliest steps taken by aspiring monarchs and military tyrants. 0289 Mackenzie, Angus. F i t to be tried. Quill (Jul/Aug)12. Account of the loss to an informed election of Reagan's expanded censorship regulations which forces federal employees to sign an agreement to submit to federal censorship any l i t e r a ~ work they produce after their retirement. This regulation is so broad that i t even covers specifically books of fantasy or fiction. 0290 Masters, M. F. & G. D. Keim. Determinants of PAC participation among large corporations. J of Politics (Nov)1158. Author offers five reasons for forming PACs. 0291 Pat Buchanan: the White House 'cause man.' Bdst (Dec 30)76. Reagan's director of communication, Pat Buchanan, has surprised many who expected him to come out swinging at the media. Buchananwas credited with drafting some of the harshest antl-media speeches of the Nixon adninistration. 0292 Roland, Nell. Breaching the Pentagon's defenses. Quill (0ec)24. Author decries the absence of the investigative reporting that reports on the causes and frequencies of the problems with public policy. 0293 Rutigliano, A. J. Our man in Washington, D.C.: Bruce Merryfleld. Mgt Rev (Dec)27. The author profiles the assistant secretary of commerce

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who is working to establish a more cooperative role for government and business. 0294 Sabato, L. J. PAC power: inside the world of political action committees. Norton, 272pp, $16.95. A descriptlon of all aspects of PACs. Finance emerges as only one of the many political activities in which PACs engage. Voter registration drives are an important activity. 0295 Selame, Elinor. Take advantage of deregulation: imagecounts. Mgt Rev (Feb)43. More evidence regarding the need for management public relations in this account of financial institutions that need a new, updated image as they enter the deregulated environment. 0296 Shipley, C. L. The local telephone company and deregulation: implications for information access in rural America. Unpub. thesis (Cornell). This study explores the future of rural telephone networks, regulation and development of scenarios of information access under current and altered forms of legislative and regulatory policy. 0297 Stanbury, W.T. The psychological environment of buslness-government relations in Canada. Bus Q (sum)lOS. Shows how Canada business is dependent on its government. The author traces the psychologlcal aspects of that dependence and explains why the climate can influence the behavior of business executives. 0298 Turk, J. V. Information subsidies and Influence. PR Rev (fall)t0. An attempt was made to determine how successful public relations practitioners are in their Information-subsldy activities and how much influence their subsidies have on media content. An examination was made of the relationship between public information officers of state government agencies in Louisiana and the state's largest daily newspapers. 0299 . Public relations in state government: a typology of management styles. JQ (sum)304. The study attempted to verify the appropriateness of Grunig's models of public relations behavior in describing and predicting current public relatlons practices in Louisiana state government. 0300 . Subsidizing the news: public information officers and their impact on media coverage of state government. Unpub. dissert. (Syracuse). The data indicate about half the information from six Louisiana agencies are used by the state's largest daily newspapers. The data also indicate that neither publlc information officers nor the media perform an agenda-setting role. 0301 Useem, Michael. The rise of the political manage~ S1oan Mgt. Rev. (fall)IS. With the increasing interaction of business and politics many of today's companies feel that a p o l i t i c a l l y aware management is v i t a l in furthering a company's politlcal welfare. Hence, a number of companies are i n i t i a t i n g a range of programs to develop the political management s k i l l s of their managers. 0302 Beyond the corporation: who represents business to the government and public? Bus H. (May/Jun)21. A new kind of leadership in business has emerged during the past decade, devoted to public interest concerned wlth creating an improved soclal and polltlcal climate for all major corporations. 0303 White House is planning satelllte-dellvered interviews. Bdst W (Jan 14)172. The White House News Service is hooking into the ITT Dialcom News Servlce's data base. The media relatlons office of the White House is now technologlcally equipped to collect and distribute electronlcally speeches, press releases and other material.

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0304 Winneg, K. M. Verbal and visual information found in televised political advertisements from the 1984 general presidential election campaign. Unpub. thesis (Pennsylvania). Similarities between the two candidates campaigning for the nation's highest office were in vague and symbolic visual presentations-of issues. Differences were related to the incumbency and political parties. 0305 Wright, J. R. PACs, contributions and roll calls: an organizational perspective. Am Pol Sci Rev (Jun)400. A study of five major polltlcal action committees and the extent to which contributions are capable of influencing congressional voting decisions. 0306 Zeithami, Carl & Gerald Keim. How to implement a corporate political action program. S1oan Mgt Rev (win)23. This article shows the growing interaction between government and business. I t also shows how some corporations have responded by setting up programs to monitor and regulate or influence the political and regulato~ environment. A framework is given by the authors on how to plan, evaluate and integrate corporate p o l i t i c a l action programs.

I S S U E S M~AGF~Vl EA~]U 0307 Crable, R. E. & S. L. Vibbert. Managing issues and influencing public policy. PR Rev (sum)3. Authors present a "catalytic" model of Issues management and policy influence. This model encourages organizations to make things happen by taking the offensive and engaging in affirmative action. Stimulating activity toward desired goals rather than waiting for a crisis is recommended. 0308 Crew, M. A. ed. Analyzingthe impact of regulatory change in public u t i l i t i e s . Lexington, MA: Lexington Bks, 192pp, $24. The book is based on a set of seminars discussing issues in an age of deregulation of regulated industries. 0309 Harrison, E. B. When worrying works. PRJ (Nov)18. Warns practitioners who are involved with public policy that they should be sensitive to American fears and their perceptions of risk. 0310 Influencing the influentials. Mkt & Med Dec (Aug)58. Communicating with the movers and shakers via issue advertising once promised to be an effective corporate communications tool. Somecompanies like Mobil swear by i t , but all the research is negative. 0311 Moriarty, Mark. Design features of forecasting systems involving management judgments. J Mkt Res (Nov)353. The author presents a set of system design features that detect~ measure and reduce bias in forecasting. The system is flexible enough to be incorporated Into a variety of forecasting environments. 0312 Nolan, J. T. Political surfing when issues break. H B Rev (Jan/Feb)72. Business must participate in setting the natlonal agenda, Issues which get the attention of the formal and Informal power structure.

M E D L I RELATIONS 0313 Adams, W.C. A complete guide to the proper care and feeding of 'News Medius Packus.' PA Rev Annual, pp38-43. P h i l l i p s Petroleum Co. public relations directors l i s t s six rules to follow to make enemies of the media.

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Media Relations

0314 Aikman, Rebecca. An unlikely gold mine: newspaperclippings. Bus Wk (Mar 4)114. Burre]]es now monitors 16,000 publications in 40,000 categories from company and product names to political issues. I t also has expanded Into next-day service and notifying subscribers of forthcoming special sections and themes. 0315 Atwan, Robert & others. American mass media: Industries and issues, 3rd ed. NY: Random, 458pp. An anthology of essays dealing with the v i t a l but tenuous relationship between the media and industries in America. 0316 Banks, L. Why the media look less fearsome. Fortune (0ct)205. Business executives are realizing how they can retain control over information and not be intimidated by the media. They are convinced that cooperation with the media when information is negative is against corporate interests. 0317 Bertrand, Claude-Jean. The ideal press council. Quill (Jun)38. A review of press councils throughout the world and what they have accomplished including the i l l - f a t e d national news council in the United States. The author uses the findings of hls research to recommend a model press council. 0318 Blake, Rick. Burger wars. PRJ (Sep)22. Although McDonald's, Burger King, and Wendy's spend $457 million on television advertising buys in 1984, public relations is becoming a more important element in the battle for public awareness. Public relations can help the companies distinguish themselves in local, minority, and national markets. 0319 Blyskall, Jeff & Marie. Media doll. Quill (Nov)28. This is the authors' account of how the Cabbage doll was promoted, by the authors of How the Public Relations Industry Writes the News, an important book for practltloners who haven't naa enough o¢ seelng themselves as others see them. 0320 Bogart, Leo. How U.S. newspaper content is changing. J of Comm (spr)82. Basedon four daily newspaper management studies since 1967, shifts were found in the balance of national and international to local news, ratio of features to hard news, and number of specialized columns. 0321 • The publlc's use and perception of newspapers. POQ (win)log. Majority of audience perceives that TV and newspapers complement each othe~ Newspapers have better local and area coverage but TV brings in the world. 0322 Boosting publicity. Bus Mkt (0ct)133. The article offers 16 keys to profitable public relations, and a low-key counter-publicity campaign that promotes the company's strengths in specific areas. 0323 Bowe~ R. T. The changing televlslqn audience in America. NY: Columbia Univ., 172pp, $20. Report of a study of the changing audience preferences, habits and viewing times. Includes the impact of increasing non-network-affiliated channels and increasing use of VCRs. 0324 Braestrup, Peter: Duty, honor, country. Quill (Sep)14. A discussion of the restraints by the Defense Department hindering the media in reporting news the media think are v i t a l for an informed electorate in a democracy. 0325 Brannan, Thomas & others. How to make a front page. Planning. (Jun)22. To avoid negative publicity, many public-sector planners have shunned opportunities to Influence the public's perception of complex or important issues. As a result, the public perceives planners in an unflattering light. 0326 Brod, Donald. Tomorrow's media needs. GE (Jan)t1. Media are simply

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Media Relations

delivery systems, and they aren't worth anything i f what they're delivering is worthless. Our media needs today are much more complex. We need reports not only of events, but of developments, trends, situations, processes. 0327 Burke, J.R. Five votes shy of a load. VS (Sep 1)700. More on lack of respect and trust of the media and public perceptions that the media are arrogant, too powerful, too negative and lacks respect for right to privacy. As a result, the media have to deal wlth increasing number of libel suits and unsympathetic courts. 0328 Can the press t e l l the truth? Harper's (Jan i)38. A transcript of a discussion by a group of journalists and a f i r s t amendment l a ~ e r about the media loss of credibility. 0329 Coletti, Liliana. Checklist: how to reach trade show media. PRJ (Sep)3S. For the public relations practitioner who is managing a trade show, tips are given for better press coverage. Topics are: press kits, client schedule, no-show reporters, other reporters and interviews. 0330 Cosco, Joseph. Miami advice. PRJ (May)t7. Favorablemedia coverage helped improve Miami's image by giving i t s residents a better "selfimage." Instead of sweeping the city's problems under the rug, Miami o f f i c i a l s put them in perspective, saying their problems were due to external forces and "severe growing pains of a city s t i l l in i t s infancy." 0331 Credibility study. ASNEBull (May)3. Short articles about newspaper c r e d l b i l i t y and interview with David Lawrence Jr. whose ASNE-sponsored committee produced a major research study on newspaper credibility. 0332 Cunnlngham, M.G. College students' attitudes toward the mass media. Unpub. thesis (South Carolina). This study not only examined use but also the seeking out of information on specific issues. 0333 DeSantis, Carl. The new video frontier: underwriting home video cassettes. PRJ (Aug)t2. Questions about sponsored cassettes are answered by looking at how corporate underwriting developed on public televislon. Guidelines are listed. 0334 Dorfman, Ron. Choking off information through prosecution. Quill (Dec)8. More on the never-ending debate on the public's right to know versus national security. This has to do with alleged growing t i m i d i t y of the United States press to carry out investigative reporting. 0335 Erb, L. L. The Marketing of Christmas: a histo~. PRQ (fall)24; Discusses the marketing techniques and image building for the Christmas shopping market from an historical perspective. The marketing of products for the Christmas trade is traced back to R. H. Macy who used i t as a supplement to advertising in 187~. 0336 Erickson, J. L. Chrysler says thanks for success. Ad Age (M~y 2)20. Special report: a summa~ of promotions and tactics Lee Iacoca employed to boost his company. 0337 Flynn, K. D. Zapping: toward a more discretiona~ television audience. Unpub. thesis (Cornel]). The study investigated the phenomenon of zapping or avoiding commercials by electronic devices. The study found that persons 18 to 34 were more l i k e l y to zap commercials than those who were 35 or older. 0338 Franklin, C. M. Navycommanding officer attitudes toward the news media. Unpub. thesis (Oklahoma). Navy commanding officers with f u l l time public affairs functions were surveyed regarding their attitudes toward the mass media. The findings showed s l i g h t l y negative attitudes and more negative than those held by their c i v i l i a n counterparts.

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0339 Fransen, J. Public relations capture the gold: the untold story of the struggle against bad press and apathy. PRJ (Sep)14. An account of public relations at the '84 Olympics. 0340 Garbett, Thomas. Today's trends in corporate advertising. Bus Mkt (Aug)64. I f the economy holds, corporate advertising w i l l increase 20%. There are significant gains in a l l six media studied. 0341 Graber, D. A. Processing the news: how people tame the information tide. NY: Longman, 239pp, $27.50. Book-length analysis of the impact of the media as an agenda-setter focusing on the subjective reaction of the media's audiences. The author claims that the media do not set the agenda in those areas where audiences have access to reports. 0342 Helns, L. F. A not-so-modest proposal. Quill (Jan)8. Decries the extremes of commerciallsm of the media that depend on advertising revenue and lose sight of their product, which is news. The author wants the media owners to place service to their readers above service to advertisers. 0343 Hiebert, R. E. & Carol Reuss, eds. Impact of mass media: current issues. White Plains, NY: Longman, 515pp, $17.95. A mass communication reader containing selections that show mass media influences in U~. society. A total of 29 different original sources were used including popular and trade magazines, industry newsletters and newspapers. 0344 Holton, J. H. Planning for chaos. Quill (Nov)t4. Author calls for more orderly process of reporting disaster news than the hordes of media people who descended to report the 3-Mile Island nuclear disaster, plus the added confusion caused by public relations function that did not have a plan. 0345 Howard, C. Managingnews media relations during layoffs. CW (Dec)t7. An account of how to handle the news media to avoid negative publicity during company layoffs. Author gives guidelines such as dealing with the media quickly and openly, and using a news release i f the situation warrants, using well informed spokespersons, and l e t t i n g employees speak for themselves. 0346 & W. Matthews. On deadline: managingmedia relations. NY: Longman, ZOSpp, $29.95. A detailed and l i v e l y book explaining the how and why of media relations. Topics include spokesperson training, measurement, providing information to the media and crisis management. Numerous case studies are provided. 0347 Izzard, R. S. Public confidence in the news media. JQ (sum)247. Survey suggests public's negative attitude about media has mellowed. A Washington Post telephone poll conducted by Chilton Research Services in 1981 found people approve of much of the way newspapers report the news, but they fear newspapers don't report all the news and do not have enough respect for privacy. 0348 Jacobs, H. C. Readers--an endangered species? VS (May 1) 446. Editors are increasingly aware of the struggle to maintain circulatlon. The schools have not taught the students what to read, according to Jacobs. Newspapers used in the classroom are great tools of learning. Editors of newspapers should make their periodical more readable and available to future readers. 0349 Journalism in 1985: bolder and wiser. Bdst (Dec 16) 54. 1985 was a year in which the networks appear to have been sensitized by the c r i t i cism to which they had been subjected and have rethought coverage of t e r r o r i s t actions. The movement is away from "parachute journalism," jumping into stories as they break.

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0350 Kane, V. Eyes on local business. PRJ (Nov)30. Growing number of local, state, and regional publications are devoted to covering business news stories. This phenomenon brings a host of challenges for the public relations practitioner. Corporate relations practitioners w i l l be more involved in placing stories with the media, developing spokesperson training, employee relations, investor relatlons, corporate advertising, and tapping into management decislon-making. 0351 Klein, T. & F. Danzig. Publicity: how to make the media work for you. NY: Scribner's, 262pp, $17.95. Ways to organize and execute a successful publicity campaign are spelled out from getting the story into the paper to local TV. The author includes producing effective pamphlets, conducting seminars, price conferences and publishing the finding of surveys. 0352 Kopenhaver, L.L. Aligning values of practitioners and journalists. PR Rev (sum)34. Professional reconciliation between journalists and public relations practitioners is needed. Both groups hold the same basic news values but journalists don't understand the professional values of practitioners. There is strong disagreement in both fields over the relative status of their professions and more understanding is needed. 0353 Krugman, D. Evaluating the audiences of the news media. J Ad (4)21. A look at the growing trend of cable television in relation to the change of audiences in television due to new television-related technologies. Media are obtaining research on these changing audiences. A model is provided to help relate to those changing audiences. 0354 Lessons for the networks. Newswk (Jul 15)24. Proposals are made to obtain more reasonable media coverage of emotionally laden crisis events and not to make matters worse. A r t i c l e also calls on the media to avoid jeopardizing negotiations or interfering with the rights of citizens. Article is written in response to criticism of TV coverage of the TWA f l i g h t hijacking, which gave unusual media coverage to terrorists. 0355 Lorant, Dorothy. Can we talk? executives and reporters must meet halfway. WJR (July)47. Article discusses how businessmen and the press must understand each other's role and function and respect differences or they w i l l continue to glower at each other with part-suspiclon and partmonumental ignorance. 0356 Louis, J. C. The cola wars: thoughts from the front. Mgt Rev (Jan)52. An historicaT and analytical approach to the global struggle between Pepsi and Coke for the lion's share of the world market. 0357 Meyrowitz, J. No sense of place: the impact of electronic media on social behavior. NY: Oxford Univ.,Press. Author bases his book on the differences in the way different kinds of media deliver information and the impact of these differences in social behavior and control. The author devotes most of his attention to the influence of the electronic media where the impact Is most pronounced. 0358 Morton, J. The boom in business news. WJR (Jul)60. Business and financial news are being emphasized in newspapers because readers are eager to get this information and advertisers are eager to reach those readers. This world of business and finance holds major stores. 0359 Parkhurst, W. How to get publicity (and make the most of i t once you've got i t ) . NY: Times Books, 245pp, $14.95. This book is intended for the average layman but s t i l l serves as a helpful reminder for professionals. Particularly useful to practitioners is his advice about the "pre-interview."

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Relations

0360 Peck, Abe. Faded flowers: the legacy of the underground press. Quill (Jun)34. An historical perspective of the underground press of he '60s and '70s and their impact on the media and society of the '80s. 0361 Policano, Christopher. Dueling colas. PRJ (Nov)t6. Describes the public relations strategies used by Coca Cola and Pepsi in their battle for supremacy over the cola market. 0362 Robinson, M. J. & M. Clancey. The mass media in campaign '84. Washington, DC: Am Enterprise Inst. In-depth report of a study reveals that few headlined stories remain in the public mind very long. A total of 23% could not remember headlined news within the past 12 months. However, 44% recalled that Walter Mondale appropriated "Where's the beef" slogan in a debate with Gary Hart and 88% associated the slogan with Wendy's, who originated i t . 0363 Rubin, A1issa. Whose news is i t . PRJ (0ct)18. Discusses the practic a l i t y of Video News Releases (VNRs) or "electronic media releases." Examines cost efficiency of the VNR by comparing the cost of production with i t s potential for reaching a large number of people. 0364 Rubin, B. Wheninformation counts: grading the media. Lexington, MA: Heath, 244pp, $13.95. Topics of articles range from media use of buzzwords to the treatment of minorities in American film. 0365 Schneidner, W. & I . A . Lewis. Views on the news. PO (Aug/Sep)6. Are journalists liberal e l i t e or not? A survey by Los Angeles Times was conducted and found some convincing evidence that newspaper journalists are liberal elite. Sti11, the public gives the media high rankings for professionalism and fairness, accuracy and r e l i a b i l i t y . 0366 Selwitz, Robert. The selling of an image. Mad Av (Feb)61. Author shows how companies position themselves for maximum public exposure. More companies are using special events, public interest campaigns and other tried and tested public relations tools as a marketing tool to increase sales. Author documents assertions with examples, 0367 Shields, M. Talk is not cheap. Mad Av (Feb)t4. Business men until now have had a very slim chance of ever getting on a talk show. But now Joseph Linwick, host of A Closer Look, a talk show aired five days a week in California, has associates find businessmen with an interesting story to t e l l . 0368 Shoup, S. E. Media in distress: intentional i n f l i c t i o n of emotional distress t o r t claims against the media. Unpub. thesis (Kansas). Using legal research methods, 21 cases were studied. Findings were that the courts have not consistently recognized f i r s t amendment privileges for publishing truthful Information where intentional i n f l i c t i o n of emotional distress occurred. 0369 Siddons, P. Business and journalism: bedfellows or mortal enemies? Bus H (Sep/Oct)3. Business and journalism are locked into a symbiotic relationship. Are they really natural enemies? I f so why? The author t e l l s us what each has to say about each other, why they do not get along, and what can be done. 0370 Smith, W. Business and the media. VS (Nov 1)49. Business and the media are different institutions with different objectives and perspectives. Both, however, want an informed public. The differences are that the media want a11 the news they can get and publish. Business must maintain silence on certain projections because of SEC rulings or providing a competitive advantage to i t s competition. 0371 Snyder, R.A. Can we trust the big media? VS (Jan I)171. State senator says there is a liberal bias in the national media. The media t w i s t news through false labels, omission and fake neutrality.

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0372 Stegall, S. K. What do reporters think of you? Currents (Jul/Aug)22. Report of a study that examines how the media and public relations professionals view themselves and each other. The author surveyed 38 public relations directors and 18 reporters who covered their institutions. There were 50 items on the questionnaire. There was agreement on only 15. 0373 Stocking, S. A. Effect of publlc relations efforts on media v i s i b i l i t y of organizations. JQ (sum)358. School prestige and research production were found to be independent of media v i s i b i l l t y . Publlc relations efforts were found to have no significant effect on media v i s i b i l l t y either. 0374 WeJner, Richard. What eve~ publicist should know about media directories. PRQ (sum)6. This veteran practitioner provides an evaluatlon of usefulness with tips on the most e f f i c i e n t use of the most popular directories. 0375 Whitmore, E. J. Mediamerica: form, content and consequence, 3rd ed. Belmont, CA: Wadsworth, 374pp. Author's objective is to aid understanding the role, function and Influence of the media on today's society. 0376 Who's squeezing whom in the lemon-lime wars. Mkt & Med Dec (Jul)125. In the next battle in the soft drink industry, Coca-Cola and Pepsi w i l l go outside the cola arena to go after 7Up's strong lead in lemon-lime. Coca-Cola's Sprite is gaining rapidly. 0377 Willis, D.O. Sensationalist expectations: the Sun-Times after Rupert Murdock. Unpub. thesis (Indiana). Changes under Murdock's ownership were examined. Content analysis was performed of the f i r s t five pages of the newspaper, front page of the features section, and the edltorlal page. Findings showed l i t t l e change in news content and the general mix of stories, except for increased local and crime coverage. 0378 Winkleman, Michael. Probing the press. PRJ (Aug)t1. Business is bigger news than ever and business news is being covered more extensively. Author reports that i t has become important that corporations learn how to talk to the press, discover how the press perceives them and understand who makes up the press. 0379 Wolfson, L. W. The untapped power of the press: t e l l i n g how government really works. NY: Praeger. Story of the potential for greater power as well as the present power of the press. Includes the impact of expanding chains, mergers and t l e - l n s with TV. 0380 Wood, Joan. Successful media tours. PRJ (May)33. The success of a media tour depends largely on how closely your agency works with the c l i e n t and the media. A l l s t of guidelines are given to ensure a smooth and successful media tour. 0381 Young, Lewis. A distorted image? Fin Exec (Apr)29. Business' view of the media is often out of focus because i t understands neither the reporter's job nor how to play up to the needs of the media. Describes what is required to be a successful business reporte~

MINORITY RELATIONS 0382 Aldrick, P. G. Skirting sexism. Nat Bus (Dec)34. Non-sexlst w r l t ing has altered daily business writing and speaking, and has invented a new language: supervisor for foreman, server for waiter or waitress, business persons for businessmen, workforce for manpower, and many more.

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0383 ArmlJo, Nola. Video communicates employment problems of the elderly. CW (Aug)22. The 1984 US Commission for Employment Policy addresses the problem of keeping and reintegratlng older workers in a series of panel discussions that includes representatives from business, government, and the f i e l d of gerontology. 0384 Bailey, B. S. Attitudes of 40 Oklahoma women in advertising toward equality in the workplace. Unpub. thesis (Oklahoma). Questionnaires were distributed to 100 women advertising practitioners and scorable questionnaires were received. Respondentsperceived more discrimination in the industry than in their respective workplaces. 0385 Balnes, L. E. Banks must cope with dual-career marriages. ABA Banking (0ct)117. Womennow represent over two-thirds of banking employees. Recognition of their needs, in the workplace is a challenge for the banking industry. Discusses public relations dealings with the choice of career or children, marriage, relocation, and changing policies. 0386 Baker, M. Career women and s e l f - c o n f l i c t . 1985 Inter'l J of Women's Studies. (May/Jun). Eighteen randomly selected career women are interviewed and given the Tennessee Self-Concept Scale. Results showed that career women were much more positive regarding their self-concept. 0387 Blake, Rick. Reaching the world's ninth largest market. PRJ (Jun)30. Hispanic and black Americans are earning more and more money and making up a larger portion of the consumers in the U.S. They are the ninth most profitable market in the world. Companies are starting to take a look at ways to reach this market, especially through electronic mass media. 0388 Blyskal, J. PR: how the public relatlons industry writes the news. NY: Morrow. Examinationof public relations writing in a variety of contexts such as entertainment, business, product publiclty, and crisis management. 0389 Burton, Jack. Womenin Japan: A growing force. Ad Age (Jan 14)40. According to two new studies, Japanese women dominate consumer markets in Tokyo and their Influence w i l l grow as more women enter the market. 0390 Carmell, W. A. & R. J. Nobile. Banks must control sexual harassment. ABA Bank J (May) 32. Banking institutions are preparing to deal with the issue of sexual harassment. Banks seem to be llable to such situations. Banks are developing pollcies regarding sexual harassment to comply with EEOC guidelines. 0391 Cates, J. Sexual harassment: what eve~ woman and man should know. Lib J (Jun)23. Sexual harassment is more common than most people suspect, according to the autho~ Up to 85% of women and 15% of men have experienced sexual harassment. The best way to handle i t Is to take i t to one's superiors immediately. 0392 Cohen, C . F . & J . P . Vlncelette. What to do aboutsexual harassment. Sup Mgt (Feb)25. Discusses the forms sexual harassment take and what employees and supervisors should do. 0393 Cornwall, D.J. Managingwomen for success. Sup Mgt (Jan)34. Believe in women employees and they w i l l believe in themselves. Give women room to grow, including pay increases and promotions. Encourage women to be both tough and sensitive. Don't t ~ to distract women from their primary career goals and don't assume those goals are different from those of men. Thls is the author's focus. 0394 Goffee, Robert. Womenin charge: the experiences of female entrepreneurs. Boston: Allen & Unwin. Experiencesof women who have started their own businesses and how their role as entrepreneurs enables them to be successful in a society in which gender Inequalitles are widespread.

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0395 Gross, S. Public relations and the minority trust. PRQ (sum)28. The public relations profession must take a more active role to improve the status of minorities and help them enter the mainstream of society. Although the U.S. has made progress in responding to minority pressures, the pace is not fast enough, 0396 Gurin, P. Women's gender consciousness. POQ (sum)t43. Report of a study that showed women to have increased in group consciousness between 1972 and 1983. The increase was most pronounced with regard to their discontent over the disparity in p o l i t i c a l and economic power, and the illegitimacy of the disparities. 0397 Raskell, J. R. Women: blocked by corporate politics? Mgt W (0ct)12. Author urges women to 'play the game' and overcome attempts to stereotype them. Describes office p o l i t i c s and how women can succeed. Rules include taking job seriously, being exceptionally competent on the job, and conducting herself professionally. See also Janet Mason. 0398 Joseph, Ted. The women are coming, the women are coming. PRQ (win)21. Womenspeak in their own defense about the concern regarding the 'feminization' of'the profession as growing numbers of women are entering public relations educational programs and the profession, and are allegedly settling for lower salaries. 0399 Keown, A.L. &C.F. Factors of success for women in business. 1985 I n t ' l J of Women's Study (May/Jun). In-depth interviews with successful women executives. Youngerexecutives attributed their success to success in interacting with others. Womenbelieved their gender added to their success and that work was their sense of accomplishment and had l i t t l e to do with the success itse1~ 0400 Madrigal, Katja. Womenin public relations. IPRARev (Nov)30. A survey of the attitudes of women practitioners in the Netherlands who have grown from two percent to 10 percent in six years. 0401 Marketing report hlts stereotypes. Ad Age (Nov 11)80. A study by the Howard Marlboro Group finds that 28% of the U.S. population w i l l be either black or Hispanic by the 1990s. The importance of addressing these distinct audiences is documented, and widely-held assumptions about ethnic marketing are disputed. 0402 Martinex, M. de la Luz. Factors affecting the use of Spanish-language mass communication media byMexican Americans in Texas: the impact of demographics, culture, identification, and media confidence. Unpub. thesis {Texas at Austin). The study found that education, income, age and cultural identification can be used to predict Spanish-language media use and perceived need of a Spanish-language newspaper. 0403 Mason, Janet. Opportunities fo~ women. Mgt W (0ct)16. Findings of a survey regarding men and women's perceptions of a woman's chances for success in management. Features men's advice to women as well as the advice of women who have overcome to other women. 0404 Milite~ G.A. A catalyst for change. Mgt Rev (Jan)35. There are a larger number of women in the working world today. Major companies are w i l l i n g and anxious to find solutions and improvements to corporate parental-leave benefits in order to create better relations with employees. Phil Silverman suggests steps to better maternity benefits. 0405 Minority ownership issues explored at Syracuse conference. Bdst (Aug 5)70. The national Association of Broadcasters held a conference to deal with minority ownership of media. The conference was part of a minority relations program by the NAB. They stressed that more and more radio and television stations are being owned by minorities and these stations are helping cater to the programming needs of minorities.

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0406 McLean, C. R. The status of women newspaper executives: a ten-year benchmark study. Unpub. thesis (Oregon). This study survey women listed as top editors and a random sample of men to determine the status of women executives on U.S. daily newspapers. The findings were then compared with results from a 1974 study to ascertain whether women have since achieved any progress. The findings indicated l i t t l e change. 0407 Nelson, D. L. & J. C. Quick. Professional women: are distress and disease inevitable? Acad Mgt Rev (Apr)206. Professional women competing in a male-dominated environment are subject to chronic stress, more so than their male counterparts or housewives. Professional women, like all individuals, face common stressors. 0408 Network TV's treatment of women criticized. Bdst (Nov 11)54. The 1985 television season received poor marks overall for i t s portrayal of women, according to the latest critique of network television programs by the National Commission on Working Women. Twentypercent of new shows contained no female characters at a l l , and another third were essentially all-male shows with females in supporting or minor roles. 0409 Pickens, J. E. Terms of equality: a guide to bias-free language. Pers J (Aug)24. The English language is a land mine--it is f i l l e d with terms that are easily misinterpreted as derogatory and others that are blatantly insulting. At a time when discrimination suits are common and efforts to end discrimination are almost universal, business has a responsibility to avoid slurs, whether intentional or not. 0410 Powell, G. N. & others. Women: the more committed managers? Mgt Rev (Jun)42. Womenhave more barriers to overcome to reach managerlal positions. Internal barriers result from the sex-role stereotypes that women are less dedicated to their careers than men. External barriers result from some corporation's reluctance to promote women to managerial promotions. 0411 PR salaries declining, study finds. ChI Trlb (Oct 1)3:5. A UPI story from an industry newsletter attributing the decline to the so-called feminization of the profession. The number of women in pubic relations has doubled from 20% in 1978 to 40% today, according to PR Reporter. 0412 Raising a flag for minorities. Bdst (Oct 21)44. Keeping pace in a changing industry was the theme of the National Black Media Coalition's 12th conference. 0413 Saegert, J. & B. J. Hoover. Characteristics of Mexican American consumers. J Cons Res (Jun)104. Reports the results of a series of surveys designed to investigate some of the variables that have been claimed to be important Hispanic consumer characteristics. The survey did support the hypothesis that Mexican Americans prefer familiar stores and are more price conscious. 0414 Selnow, G. W. & S. Wilson. Sex roles and job satisfaction in public relations. PR Rev (win)38. A study of job progression and academic preparation of men and women. While both sexes rated high levels of job satisfaction, women rated satisfaction levels in the areas of job creativity and salary lower than men did. Female practitioners continue to be paid less despite age and education level. 0415 Seringer, Judith. Profile: women in Canadian PR. PR Rev (fall)40. Examines sharp increases in the number of women in PR. Less authority and lower salaries than men. Womenhold few management positions. Only one-third of the women feel they exert influence on policy-making in t h e i r organizations. 0416 Smith, R. B. & G. Moschis. A socialization perspective on selected characteristics of the elderly. J Cons Aff (sum)74. Consumerbehavior

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of the elderly is becoming an important area of concern to many groups. Researchers feel that elderly should be protected from everything from misleading advertising to swindlers. 0417 Snorgrass, J.W.&G.T. Woody, eds. Blacks and media: a selected, annotated bibliography, 1962-1982. Tallahasee, FL: A & M Press, 150pp, $12. A companion to Minorities and Media (see Wilson C.C.), this reference has 700 entries over a 20-year period making I t a highly selective reference. 0418 Soruco, G. R. Marketing television programs in the United States: the case of the Hispanic audience. Unpub. dissert. (Indiana). The study describes and compares the Hispanic household and its viewing characteristics, reviews the strengths and weaknesses of the Arbitron data, and possible improvements and changes in the method of measuring special audiences. 0419 Theus, K. T. Gendershifts in journalism and public relations. PR Rev (spr)42. There has been l i t t l e study of increasing female enrollment in journalism and communications schools as well as impllcations for the industry. Male and female students, alumni and er,ployeers were surveyed. Male alumni were more satisfied and better paid. 0420 Whipple, T. W. & ~ E. Courtney. Female role portr~als in advertisIng and communication effectiveness: a review. J Ad (3)4. A focus on studies which are related to certain aspects of roles in advertising including gender, race, nationalities and occupations. 0421 Wilson, C. C; I I & F. Gutlerrez. Minorities and media. Beverly H i l l s , CA: Sage, 247pp. $25. This reference f i l l s a void in the l i t e r a ture regarding an increasing awareness and growth of ethnic minorities in the United States. 0422 Wilson, S. Sex roles and job satisfaction In PR. PR Rev (win)38. Survey found public relations rated very high by both men and women, but ratings of satisfaction in level of creativity required by the job and in salary were lower in women than men. Femalesare pald significantly less than men in public relations.

P U B L I C OPIENION,~N~DPERSUASION 0423 Byron, J.A. Somethoughts from the best and brightest MBAs. Forbes (Jun 3)214. Today's top business college graduates are bullish about their own and the country's future, but their opinions of corporate American haven't' changed since the activist '60s. What has changed is their willingness to sell their souls to the devil. This is the finding of a Forbes survey. 0424 Cialdini, Robert. Persuasion principles. PRJ (0ct)12. Discusses the effects of the influence persuasion has upon corporations in management, sales and marketing. Explains that by understanding the psychological principles of influence, public relations practitioners should be able to harness and direct the influencing process toward their goals. 0425 Coplin, W.D. Power persuasion: a surefire system to get ahead in business. Reading, MA: Addlson-Wesley. How to advance in business by persuading others to your position, but you had better be right all the time. 0426 Crow, P.J. How to change their minds. VS (May 1)439. To persuade, one needs more than information. Communicators need to use the language of those to be persuaded. Successful managers have learned to do this as

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have successful writers. Speaker shows how i t is done and l i s t s steps to preparing persuasive materla1. 0427 Hennessey, Bernard. Public opinion, f i f t h ed. Monterey, CA: Brooks/Cole. Examinesopinion making and opinion change in a political context. An understanding of ho~ publlc opinion works is common to both polltical scientists and public relatlons/publlc affairs professionals. Each profession can learn much from the other. 0428 Kipnls, D. & S. Schmidt. The language of persuasion. Psych Today (Apr)40. Report of studies to find out what kinds of influence people actually use in personal and work situations and why they choose the tactics they do. They found that reason is resorted to only when Influence is perceived as being equally distributed and the benefits are perceived to be mutual. 0429 Latib, M. A. S. The art of influenclng others Mgt W (Feb)9. When people have to exert themselves to achieve their goals, they have to go about i t in the correct manner. Sevenhelpful strategies help distribute this power: reason, friendliness, coalitlon, bargaining, assertiveness, appeal to higher authority, and sanctions. 0430 Lipset, S. M. Feellng better: measuring the nation's confidence. PO (Apr/May)6. Reports findings of a Gallup po11 which finds most Americans' confidence in America have risen 17% over a 4-year period but confidence in leaders of American institutions has not risen as much during the same period. 0431 Lobuts, J. F. & C. L. Pennewi11. Risk-free decision making. JBE (Feb) 29. Various social theories are discussed as possible explanations for the growth of certain declslon-maklng behavior. Specific examples are given. The t l t l e refers to the fact that people are acting "as i f " their decisions are "risk-free." One reason people are making rlsk-free decisions is that they are unable to control the variables which affect their environment. 0432 McGeehan, Pat. Bank tailors ads to attitudes, not demographics. Ad Age (Nov 4)81. Midwest Commerce Banking Co. has turned from relylng s t r i c t l y on demographics to its customers' psychographlcs. In this way, they hope to identify a particular public, and have a head start toward marketing the appropriate flnancial services. 0433 Nolan, Joseph. To gain a good reputation. ATB (0ct)35. Managers are concerned about the poor image of business and are planning to do something about i t . According to the author, they are ready to quit carping about government regulatlon and alleged media bias and to be conciliatory, cooperative and most important of a l l , to be patient. 0434 Paxson, William C. Principles of style for the business writer. NY: Dodd Mead. Style is discussed from the viewpoint of persuasion. 0435 Poltrack, Terence. Influenclng the influentlals. Mkt & Med Dec (Aug)56. W. R. Grace spent $2.1 million in 1985 in an issue advertising campaign to muster support for his report aimed at reducing governmental expenditures sharply in order to reduce the federal deficit. 0436 Potter, J. K. Power and influenclng beyond formal authority. NY: Free Press, 218pp, $19.95. Author demonstrates how one can develop sufficient resources of 'unofficial' power and Influence to achieve professional goals or work to Influence organizational goals. 0437 Ross, R. S. Understanding Persuasion: foundations and practice, 2nd ed. Englewood C11ffs, NJ: P-H, 236pp, $16.95. Reflects the changes and issues of current interest that have occurred since the f i r s t edition in 1981.

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0438 Steele, R. W. Propaganda in an open society: the Roosevelt administration and the media, 1933-1941. Westport, Conn.: Greenwood Press. A study of how the Roosevelt administration attempted to gain and maintain support for the wide variety of innovations i t introduced to American society between 1933 and 1941: 0439 Stevens, Art. The persuasion explosion. Washington, D.C.: Acropolis, 220pp, $12.95. A personal account of one practitioner's varied experiences in public relations as press agent for public figures. I t is mainly the story of successful media relations. The author's advice is summedup by his own seven commandments.

P R : CO~L~IUNITY RELXTIONS 0440 Baker, W.R. Houston takes the bus. PRJ (Dec)33. Acase history of how the Metropolitan Transit Authority with the aid of Edelman public relations counsel put Houstonlans back on the bus. The campaign was highly successful in increasing rldership significantly and getting community support from non-riders through s k i l l f u l use of marketing, media, community and employee relations. 0441 Jacobs, Barry. The New Rochelle stow. PRJ (Aug)25. New Rochelle, New York, Is a model for pairing economic development with public relations in order to revitalize the city. Author details the campaign and cooperative actions which modernized the city. 0442 Jentz, Terri. Atlanta and the docudrama. PRJ (Apr)13. A CBS docudrama on the Atlanta child murders revived the bad publicity to the clty of Atlanta resulting from the murders. To retaliate, members of the community, aided by three public relations firms, started a campaign to counter the effects of the docudrama. 0443 Krepper, A.F.&W.R. Baker. HoustonMetro's turnaround. MgtRev (Dec)33. A case history of how Houston put riders back on buses. This is the story of a campaign engineered by Edelman, Inc., although the authors retain credit for the Transit Authority. See W. R. Baker for a second account. 0444 Long, Claudia. How to get community support. Principal (May)28. A survey of 100 principals known for their successful programs for getting community support revealed successful techniques that can be used by others. 0445 New York's "I love" Milton Glaser. CW (May)35. Profile of the designer responsible for the "I love New York" slogan. Well illustrated. 0446 Rothman, Howard. The nurturing,of local leadershlp. Kiwanis (Jun/ Jul)22. The author demonstrates how community unity can be established and maintained through effective leadershlp. The author offers several suggestions to Insure success, amongthem to hold community meetings at the most convenient time and place, know what you want to say and say I t once, be consistent in words and actions, and be dependable In your

foll~-through. P R : EDUCATION 0447 Anderson, J. W. Advisory council assists PR program at Florida. JE (sum)44. A council of practitioners reviews the program annually and makes specific suggestions which are considered yew seriously by the faculty and administration.

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0448 . By the books. PRO (Apr)16. Survey concludes that practitioners and educators think liberal arts, business, related disciplines are important at the undergraduate level; suggests business and English are good minors for PR majors. 0449 Anderson, W.C. Academiaand business: public policy and social issues. VS (Nov I)57. Increasingly complex external non-market forces are impacting on corporate declslon-maklng with overwhelming velocity. Special interest groups, consumer, public activities and governments are i n i t i a t i n g public policy proposals that catch corporations by surprise. 0450 Andrews, D. C. &T. Skelton. J Tech Writing&Comm (3)215. The country's transition from a manufacturing to an information-oriented economy has increased the need for communication s k i l l s in business and government. The University of Delaware offers an advanced course that helps the students become more effective communicators in the business environment. 0451 Armlstead, L. & E. M. Martin. Business/educatlon partnerships. PRO (Sep)16. The 1983 report from the National Commission on Excellence in Education has prompted some corporations to step up their efforts to improve education. Public relations professionals have played a major role in developing sponsorship programs to aid education. 0452 Baxter, B. L. Public Relations: team projects provide students with f i e l d work. IPRARev. (Nov)8. Report of a plan to provide students with experience while in college by having them do projects for area business corporations. 0453 . Education for corporate public relations. PR Rev (spr)3B. Survey of 200 members of the Corporate Section of the Public Relations Society of America. Respondents strongly recommended that students make writing and otherjournalistlc s k i l l s their f i r s t priority. Next in p r i o r i t y are courses in public relations theory, techniques and case studies. 0454 Brody, E. W. What ought to be taught to students of public relations. PRQ (spr)6. An overview of what a graduate of a public relatlons program needs to have learned in order to qualify for an entry-level position and professional advancement in public relations. 0455 Brodey, J. L. Issues awareness aids PR learnlng. JE (spr)31. Brings Into the classroom the knowledge that practitioners must have to be effective and successful. Educators must make students aware of the impact that local, national and international events can have on clients. Also, demonstrates the role of trends and anticipates the effects on clients. 0456 Burkett, Warren. Classroom uses for annual reports. JE (spr)36. Teaching students how to read, prepare, and explain terms used in annual reports. This can be used for public relations and management working together. This helps prepare the student for this type of writing. 0457 Culbertson, H. M. Femaleand minority practitioners see teaching as a good career path--but not a bed of roses. PRQ (Apr)12. Report of a survey which examined the changing character and image of publlc relations education. Association for Education in Journalism and Mass Communications (HEJMC) sees a need for female and minority role models in public relations classrooms. 0458 . Practitioner roles: their meaning for educators. PR Rev twin) 5. Researchstrongly suggests that practitioners f a l l into either the communication technician or managerial roles. But educators

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don't use those two divisions. They instead teach two types of communications technician roles. 0459 Dowdin, H. P. The l i b e r a l a r t of journalism. Q u i l l (Oul/Aug)16. A defense of journalism education versus the t r a d i t i o n a l l i b e r a l arts route. Like the traditional liberal arts, the study of journalism and the media are valuable for their own sake. The purpose is the intellectual development of students and improvement of their communication s k i l l s , especially writing. 0460 Gwin, L. M. Jr. Public relations internships aid students, practitioners alike. IPPJ~Rev. (May)11. Author makes a case for mutual benef i t s of student internships. 0461 Haynes,Jim & others. Information seminars for journalism students: everybody wins. PRQ (spr)lO. Reports on an effort by the electric u t i l i t i e s industry to change what they perceive as anti-buslness bias by the media. A total of 36 students participated in the study. Students' attitudes changed following a seminar which presented the u t i l i t i e s ' views. 0462 Hellweg, S. A. & R. L. Falcione. Internships in the communication arts and sciences. Scottsdale, AZ: Gorsuch Scarlsbrick, 67pp. A wellwritten manual intended for students, faculty members and organizational representatives. The book explains how to setup responsibilities and what the goals of internships should be. 0463 Hesse, M. B. Advancing public relations education: a recommended curriculum for graduate public relations education. IPRA Rev (Nov)4. Report of a commission to examine the current state of graduate public relations education and to design a model curriculum. Copies of the f u l l report are available from D~ Hesse, University of Alabama, Tuscaloosa. 0464 Horden, John. PR education: the professor and the gold paper. IPRA Rev (Aug)15. The author of the gold paper on public relations education highlights the most Important features of the gold paper. 0465 Hotaling, D. E. Hard thinking on education. PRJ (Apr)27. Four educators speak out on what's needed to move public relations education into the 21st century. They advocate education in technology, liberal arts, analysis of the profession and learning of the basics. 0466 Hunt, Peter & Wilklnson, Sarah. J Tech Writing & Comm (Feb)35. The authors believe the standards and status of technical communication teaching in universities are much lower than in business and industry. 0467 Lawrence, Malcolm. Accuracy in academia. VS (Nov 1)44. Accuracy in academia is a not-for-profit agency established in 1985 in Washington, D.C. to identify liberal bias of educators. I t is a spin-off of Accuracy in Media, another p o l l t i c a l ) y conservative group monitoring the liberal bias in the media. 0468 Loeb, H. M. J Tech Writing & Comm(1)43. Survey of 150 engineering colleges .in the U.S. regarding writing courses in their curricula found that most colleges have writing courses at a11 class levels. They are usually taught by faculty from the English or Communication departments, and are either required or recommended. 0469 Muir, K. B. The effect of a communications education on communications students' standard of ethics. Unpub thesis (F1orlda). The study found that students' standard of ethics rose with communications education when they were presented with hypothetical situations. I t remains to be tested and see whether or not they w i l l retain higher standard of ethics when faced with real situations. 0470 Parson, P.E. Ten minutes each week is effective. JE (spr)11. The mistake of graduating journalists who lack general knowledge about their

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environment needs to be reversed, according to the author, a Journalism professo~ He recommends a general knowledge public affairs quiz to identify those students who may graduate without adequate general knowledge. 0471 Public relations educatlon--the professor and the gold paper. IPRA Rev (Aug)15. Interview wlth professor of bibliographical studies of the University of Stirling, Scotland, who introduced a one-year postgraduate MPhil degree in publlc relations. 0472 Seel, John. Education: the gatekeeper in a changing economy. Nat Bus (Sep 26) 3. Author urges greater emphasis in college curricula to prepare students to respond effectively to change. The challenges are to overcome the economic, adversarla] and emotional conditions involved in change. 0473 Sharpe, M. L. PR education--its needs and advancement. IPRARev (Feb)4. Analyzes the question "What are the present and future educational needs of PR professionals. In effect we must analyze the reasons for PR as a need and occupation of society. The body of knowledge of PR is discussed. Also discusses monetary rewards of the public relations occupation. 0474 Public relations education: Its needs and advancement. IPRA Rev (Feb)4~ Author makes a case for public relations education as an applied social science communications management function. 0475 . Student public relations agencies provide valuable experience for future professionals. IPRARev (May)lO. CAse history of Ball State University's student agency. 0476 Silverman, Leonard. Corporate chlldcare. VS (Jun I)503. Speaker makes a case for corporate-funded child care for i t s employees as an investment In the future and demonstrates a corporation's creative commitment to human values. 0477 Softness, John. All my kids. PRQ (fall)10. One person's experience In hiring and getting marketable work out of interns and new graduates. Author's requirements are that they be intelligent, curious, know how to write and to laugh. 0478 Stonier, T.T. The communicative society. Geneva, Switzerland: IPRA Secretariat, Case Postale 126, CH-1211, Geneva 20. $6 US. The f i f t h gold paper to be published by the Association's Foundation for Public Research and Education covers communication/information technology, emerging global community, and case problems. 0479 Walker, Albert. PR fellowships are beneficial to teachers and private firms. JE (wln)13. Faculty fellowships pioneered by the Foundation for Public Relations Research and Educatlon in 1959 is described and recommended as a valuable contribution to public relations education. I t updates the professional experience of the educator, prepares the student more effectively. 0480 White, Jon. Reviewing the contemporary scene. IPRARev (May)2. Discusses the importance of an MBA in public relations and the value of case studies. 0481 . University public relations education at the undergraduate level--the experience of Mount Saint Vincent University. IPRA Rev. (May)8. Account of one of the three universities in Canada offering undergraduate education in public relations.

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PR: EMPLOYEES 0482 Allaby, Jan. Sharing the wealth. Can Bus (Sep)42. Stock purchase plans for employees are big motivators helping to decrease turnover, absenteeism, and improve quality and service. 0483 Allen, Pat. Humanresources management develops a new role. Say I n s t l t (Aug)63. Specialists and consultants are trying to improve their effectlvenessbyworking more cooperatively with other management functions. They are making renewed efforts to work closely with personnel, industrial relations, business communication, public relations, production and finance. 0484 Altman, Steven. Organizational behavior: theo~ and practice. Orlando; FL: AcademicPress. A book designed to familiarize the beginner with a11 aspects of organizational behavior. Begins with an introduction to the fleld's major elements and continues with an In-depth explanation of each. 0485 Are companies allenating the "great mlddle"? Mgt Rev (May)5. The great mlddle Is the vast majority of employees--all those below senior level management. Companiesare reducing senior level staff positions while the great middle's expectations are higher than ever. 0486 Atkinson, William. Homework. Pers J (Nov)lOS. The company that is considering setting up a telecommutlng program for i t s employees has several factors to take Into account, as well as several steps to work through i f i t opts to go ahead with the program. There are, indeed, potential drawbacks as well as obvious benefits. 0487 Bake~ H. K. & P. I. Morgan. Building a professional image: gaining awareness. Sup Mgt (Jui)15. More often than not the images conveyed by people and companies are unplanned. This is especially true for supervisors. Artlcle is the f i r s t in an elght-part series that provides practical guidelines for building a professlonal image. First article helps supervisors become more aware of their current image and suggests ways to improve i t . 0488 Baley, Sandra. The legallties of hiring in the '80s. Pers J (Nov)lOS. Employeesmay be the company's greatest asset, but they can also be the company's greatest l i a b i l l t y . Importance of screening appllcants stressed. This article t e l l s how. 0489 Baun, B. & K. Wi111ams. Productivity through fitness. Mgt Rev (Jun)51. Account of how Tenneco, an energy-lnternal company, improved employee Internal communications by providing a fitness program for employees. • 0490 Beam, B.T. Employeebenefits. Homewood, IL: Irwin. An account of a variety of employee benefits programs in the form of successful case histories. 0491 Beer, Michael & Berta Spector. Managing human assets: i t ' s time for new thinking. Off Adm & Automation (Mar) 26. The author stresses the importance of survival on how well managers are able to understand and develop new relationships with employees. 0492 Benfield, C . J . Problemperformers: third party solution. Pers J (Aug)g6. Diminished productivity, increased absenteeism, antagonistic behavior, even withdrawal. These are the te11-tale signs of a problem performer. The author recommends solutions. 0493 B1akeslee, G. S. Hown~Jch is turnover costing you? Pers J (Nov)g9. The problem of employee turnover is becoming so pervasive in corporate

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PR: Emplo~ees America that a phrase has been coined to describe i t : revolving door syndrome. The author recommends a well-financed effort to curb the syndrome. 0494 Bowman, d. S. Why Japanese companies in the U.S. don't need quality circles. Pers Ac~n (0ct)111. Explains how the Japanese run their American corporations. How they are integrating some of America's ideas with their own to form an exceptional corporation. 0495 Bruno, Mary. Day care on the job. Newswk (Sep 2)59. Value of day care corporation f a c i l i t i e s program. Corporations have found that a day care program helps with recruiting better and more effective workers. Survey shows program beneficial to the corporation. 0496 Buchanan, W. W. Any development program can work. Pers J (Jun)60. Employee development and training programs are a major American industry. But i t is in danger by skeptics and holders of the company's purse strings. Publlc relations has a stake In saving the programs. 0497 Campbell, Andrew. Turning workers into rlsk-takers. Pers J (Feb)lOg. Author recommends turning workers into rlsk-takers and have them accept some of the risk for the enterprise. I t is called intrapreneuriallsm. This means over-hauling the traditional managementconcept. Employees are the company's most important asset i f they understand and support the goals, but a l i a b i l i t y when they don't. 0498 Caruth, Don & R. M. Noe. How not to motivate. Mgt W (0ct)18. A satirical treatment of the problems of motivating employees. I t starts with an unmotivated manager who surrounds himself and promotes employees who "don't rock the boat." Unmotivatedmanagers also avoid singling out employees for recognition, tend to rate employees quality equally, prefer mediocrity to excellence, and do not appreciate feedback. 0499 Clark, K. E. Improveemployee relations with a corporate ombudsman. Pers J (Sep)12. I t ' s time to examine applying the institution of ombudsman to organization administration as a tool for Improving employee relations. The courts and other tradltional appeal procedures have been inadequate to remedy the thousands of minor grievances that employees are confronted with when managements make decisions without considering the impact on employees. OSO0 Collinson, W. How to plan for people. Mgt Today UK (Jun)94. Greater democracy in the workplace demands better people management. The new breed of successful managers w i l l be less concerned with status. The management style for the late 1980s w i l l be 'reality-centered' leadershlp. 0S01 Communication problem: Youngworkforce gets 401(k) with no matching. Empl Benefit Plan Rev (Mar)24. Digital Equipment Corp. used an extensive communications effort to introduce a 401(k) plan that became effective January 1985. Becauseof their youthful workforce and the lack of employer matching contributions, the advantages were considered part i c u l a r l y d i f f i c u l t to communicate. 0502 Connie, S. M. Teach employees to approach retirement as a new career. Per J (Aug)t06. Latest trend in employee programs is to prepare employees for retirement, make retirement a more acceptable alternative to continue working. With retirement age raised to 70 and the prospects of removing retirement age completely by Congress favorable, the pressure w i l l be on personnel and publlc relations to promote retirement through persuasion. 0S03 Coping with banks' 'cultural revolution.' ABA Banking (Sep)110. Four experts explaln the effects of technology, deregulation, and changing demographics on bank human resources policies. Article describes ways

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PR: E m p l o y e e s

they are adapting their employee programs to meet the needs of a changing work force. Explains that the human resources director must foresee many personal issue problems. 0504 Communicating employee benefits essential. CW (May)56. Excerpts from a speech by Dallas M. Kersey, director of communications of Peat, Marwick, Mitchell & Co., offers four key elements in marketing a benefits program: knowyour audience, be clear and precise, carefully select the appropriate media, measureyour success In communicating. 0505 Davis, Dana. AmericanExpress stresses readability. Bus Ins (Aug 5)18. WhenAmerican Express introduced a new benefit program for i t s employees, i t focused on the readability of i t s booklet describing the program. 0506 . Employeebenefits communications. Bus Ins (Aug 5)11. Colgate-Palmolive adapted its MFP formula for i t s toothpaste to promote its employee benefits program: More Financial Power. 0507 Denton, D. K. A manager's toughest Job: one-on-one communications. Sup Mgt (May)37. Author favors open ended questions, employing a neutral stance, and seeking help to solve problems. 0508 Desouza, Glenn & Phlllip Thompson. Quality management and the CFO. Fin Exec (Jan/Feb)65. To have an enthusiastic work force, maintain good relations with them and pay the highest wages possible. Most corporations do not keep track of worker attitudes. Public relations officers should make comparo,'s financial officers realize that employee turnover costs can exceed the cost of employee raises. 0509 DeVJto, F. & D. Sullivan. Managingcreativity. Mgt Rev (Jan)43. Question and answer article on creativity and how i t can be managed. What are the most effective methods for managing creative groups? How do you recharge your creative employees? Thls a r t i c l e offers answers. 0510 Deutsch, R. E. Tomorrow's work force. Futurist (Dec) 8. A new generation of workers Is entering the labor force. Fiercely independent, the 'Computer Babies' w i l l demandmore autonon~, on the job and w i l l brush aside many values of the older baby-boom generation. The workplace of the future wi11 be shaped by the values and consciousness of a new work force. 0511 Downey, Charles. Profiling employee personalities. Kiwanis (Jun/ Jui)37. A psychologist describes six common personality types and the best ways to communicate with them in business settings as a means toward better office communication and production. 0512 Evans. K. R. & others. A survey of travel and entertainment discount programs. Personnel(Mar)62. The authors present the results of a stu@ which Investigated the use of travel,and entertainment programs as part of employee benefits packages. 0513 Felnberg, M. R. & A. Levenstein. The danger in manipulating employees. WSJ (Mar 4)26. This article discusses ways in which managers may try to manipulate their employees and gives some guidelines for being a 'motivator' rather than a 'manipulator.' 0514 Fenn, Donna. The kids are a11 right. Inc (Jan)48. An Indiana company survRyed Its employees and concluded that child-care problems were the main reasons for high absenteeism and turnovers, low morale and production. So, the plastics-moldlng company opened Indiana's f i r s t 24hour day/night care f a c i l i t y for i t s employees. 0515 Fifteen great companies to work for. Mgt Rev (Aug)3g. Excerpted from the book entitled 100 Best Companies to Work for in America by Levering and others. These companies are rated by the employees who work there and by others who would l l k e to.

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0516 Film urges greater awareness of the cost of employee benefits. ChI Trib (July 8)3:6. Humanresource consultant discusses issuance of annual report of benefits to employees l i s t i n g costs with the benefits and how much i t would cost the employee i f purchased privately. 0517 F i t to be tried. Mgt Rev (Jun)5. BecauseAmericans are becoming more health conscious, some companies are boasting comprehensive fitness programs. 0518 Fitz-enz, Jac. HR measurement: formulas for success. Pers J (0ct)53. Success in organizations Is dependent on three a b i l i t i e s . First, you have to be able to do your job. Just meeting the standards is not enough; you must excel. Second,you must excel in the right areas. Finally, success depends on your a b i l i t y to take measures of your performance and use them persuasively to obtain the resources you need. 0519 F1orlda, I . H . America's g i f t to human resource ~jmt. Office (Jan)154. The science of human resource managementwas brought to today's high level of sophistication mainly by research done in America. Quality circles, influenced by American researchers, allow workers to express their ideas about the workplace. This creation of a human work environment contributes greatly to production. 0520 Foster, Lawrence. From Darwin to now: the evolution of organizational strategies. JBS (spr)94. Humanresources should be the focus of an all-encompasslng corporate strategy. Organizations, in their continuing evolution, require planning action (external) and structure (internal). Although technology, finance and personnel represent various organizational resources, human resources, because of their a b i l i t y to be self-renewing, are the most effective targets of strategies. 0521 Freemantle, David. The people factor. Mgt Today (Dec)68. The perception of people as costs instead of resource is the major obstacle to overcome, according to the author. I t stems from the Industrial Revolution and is just as outdated. The managers must return to the basics of managing: openness, mutual respect and trust; employees are an asset rather than a l i a b i l i t y ; open communication. 0522 Fritsch, Nicholas. How to administer an employee suggestion program. Off Adm & Automation (Aug)47. Describes how results-orlented suggestion programs tailored to individual compaqy needs capture an entrepreneurial s p i r i t , and a stronger partnership bebween employees and management as they work together to help make their companies more competitive. 0523 Garges, Linda. Update on company benefit programs. Mgt Today UK (Dec)26. Survey tracks the latest trends in medical benefits, paid holidays, and flexible workweeks. The trend is toward sharing the spira111ng costs of medical benefits. Other benefits remain with employers bearing the f u l l costs of l i f e insurance and pensions. 0524 Garry, Bob. How fitness works out. Nation's Bus (Jul)18. Installing gymnasiums in your corporation could bring in a substantial return on your investments. People (employees) feel more alert, and therefore more productive after working out. Also, i t can pay in the form of reduced care costs and absenteeism. 0525 Goddard, R. W. The rise of the new organization. Mgt W (Jan)7. Excerpts from his book about the changing nature of the modern workforce wlth tlps on techniques to motivate and manage the 'new values' worker. 0526 Greenhaus, J. H. & N. S. Beutell. Sources of c o n f l i c t between work and family roles. Acad Mgt Rev (Jan)76. There are three types of workfamily conflicts: tlme-based, straln-based and behavior-based. Timebased c o n f l i c t occurs when multiple roles compete for a person's time so

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that a person is either preoccupied by one role or physically unable to meet the demands of both roles. 0527 Helping companies respond to employee problems. Mgt Rev (May)lO. I t has been proven that the annual cost of employee's personal problems to American business and industry-ls about 20 b i l l i o n dollars. Personal Performance Consultants, Inc., is being hired to i n i t i a t e assistance programs for companies. 0528 Hespe, George. Can we legislate for participation? Mgt Decision (Mar)3. Somelegislation may provide an incentive for an increase in participation of organizational decision making. Behavioral scientists may be called upon to help in the decision making process. The s k i l l and intervention of a small number of these scientists secures the possible enhancement of the quality of working l i f e . 0529 Holmes, K. R. & P. A. Brook. Maslow's hierarchy revisited. Sup Mgt (Apr)2g. Discusses the implications of changing employee behavior and the employee's relationship to his/her work environment. 0530 Holmes, Peg. Building employee trust. CW (Aug)lB. Report of a General Motors' break-through in measuring and developing trust. Employees f i r s t are asked to define trust and break down the definition into five components: openness, congruity, shared values, autonomy, and feedback. 0531 Humphrey, Ronald. How work roles influence perception: structural cognitive responses and organizational behavior. Am Soc Rev (Apr)242. Demonstrates the hypothesis that those who are hlgh in an organizational hlerarchyand who do hlgh-skill-level tasks are perceived more favorably on selected role-related t r a i t s than are others of equal a b i l i t y in the organization. These behaviors were observed in an experimental setting. 0532 Hunt, Peter & Sarah Wilkinson. J Tech Writing & Comm(Feb)35. The authors t e l l why training programs in industry are superior to those in universities. Differences are that industrial programs begin with awareness of the problem to be solved and the goal to be reached. 0533 Inside organizational communication. 2nd ed. NY: Longman. A study of organizational communication as a changing influence in the modern business environment. Examination of the growth of the business communicator's role and how this growth is reflected in a corresponding increase in pay, prestige and position--as well as responsibility. 0534 Jick, T.D.&L.F. Mitz. Sex differences in work stress. Acad Mgt Rev (Jul)408. Table summary of 19 studies investigating sex differences in stress symptoms. 0535 Kanter, R. M. Managingthe human side of change. Mgt Rev (Apr)52. I t is a challenge for today's managers to make employees feel- good about change. This account includes ten most common reasons managers encounter change and the tactics for dealing with each. 0536 K i t t r e l , Alison. Employers say cost containment steps work. Bus Ins (Jul 8)14. Harris polled employees in a national sample to find that changes made in the last three years have controlled health costs and have met with the approval of employees who agreed that too much of their employers' resources were going to helping with the rising costs of health care. 0537 Knackstedt, Mary. Humanizingyour office. Mgt W (Jan)26. This a r t i c l e suggests that instead of focusing your attention on your equipmerit for your office, a manager should also take their employees into consideration. A better working environment w i l l lead to better communication and employee output.

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0538 Lattuca, L. R. An investigation of the receptivity of an employee public to health care benefits communications. Unpub. thesis (Cornel1). Nearly 400 employees of a large northeastern university responded to a survey investigating the determinants of employee receptivity to health care benefits communication. 0539 Levering, R. & others. 15 great companies to work for. Mgt Rev (Aug)39. American's top ten companies from the employees vlewpoint--on paY, job security, benefits, chances for advancement and ambiance. From the book 100 Best Companies to Work For. 0540 Liden, R.C. &T.R. M i t c h e l l . Reactions to feedback: the role of attributions. Acad Mgt J (Jun)291. Study found that interpersonal communication between supervisor and subordinate to be both relational and content-oriented. 0541 Lindo, D.K. Making human resources pay of~ Office Adm & Automation (July)44. This article addresses the recognition of personnel as a valuable compaw resource and has fostered an entirely new approach to personnel-related issues in maw companies. Cost-benefit analyses are now applied to salary plans, training courses, and benefit programs, subjecting these and other personnel functions to the bottom line. 0542 Louis, J. C. Employeeownership: the rising time. Mgt Rev (Mar)40. Maw recent employee stock ownership plans give employees a majority voting bloc putting labor in the management role. 0543 Magnus, Margaret. Recruitment ads at work--image. Pers g (Aug)48. Selling prospective employees on a specific job is only part of the assignment. Often, companies must f i r s t create an image of the organization to attract prospective employees. 0544 Meltsner, A. J. & C. Bellavita. The policy organization. Beverly Hills, CA: Sage, 253pp, $25. This is volume 5 of the 'Managing Information Series" dealing with organlzational studies and decision making. Chapters cover organizational goals, organization membership, decisions and communications. 0545 Middleton, Rupert. Teambriefing and quality circles prove their value. Mgt W (Jun)36. There has never been a time when employee communications has been so important. The keY figures in employee communications are supervisors. 0546 Mills, O. Q. Innovative managers, innovative employees. Fin Exec (Jul)30. Exampleof a plant that works together as a team. Management plaYs small role in supervision. Not much personal power involved 0547 McKendrick, J. Cafeteria benefits: makeyour selection. Mgt W (May)t4. Flexlble benefits are becoming increasingly popular as a way of controlllng costs and letting employees choose. 0548 . The employee as entrepreneur. Mgt W (Jan)12. A company's greatest asset is i t s working s t a f f . Employees keep the business running. Maw corporations should give their employees the chance to create their own success and glow. 0549 Nelton, Sharon. Feedback to your employees can nourish your business. Nat Bus (Ju1)62. Information on performance of employees w i l l help them continue doing a good job or improve their performance. Reluctance results from not knowing how to glve feedback in a tactful way. 0550 . How to spark new ideas. Nat Bus (Jun)18. Companies are relying on their employees' creativeness to help turn profits. Top management wants to develop a work environment conducive to creativity. Managers are encouraging active communication, making use of diversity, minimizing fear of failure, budgeting adequately for innovation, and allowing for diversity in personal styles toward their employees.

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0551 Organizational communication: traditional themes and new directions. Beverly H i l l s : Sage. Excellent resource for a comparison of traditional ways and new directions. Both have their share of assets aand l i a b i l i ties. I t depends on the organizational setting and work environment. 0552 Oromaner, D.S. Winning employee cooperation for change. Sup Mgt (Dec)18. The ways managers introduce changes into the workplace has a significant impact on the success of implementation. Types of change include technological and environmental. Types of resistance to change include loss of control and inconvenience. Ways to minimize resistance to change include providing advance notice and encouraging employee participation. 0553 Pabst, M. L. Search for excellence, makes i t s way into human resources. ABA Bank J (Feb)t2. An article on employee relations which companles--partlcularly banks--seek to differentiate themselves from rivals. Two facets, strategy and tactics, constitute excellence in the human resource functions. 0554 Pacific Bell builds a business plan. CW (Nov)26. To meet the challenge to get employee support for a 4-year plan the communication function developed a comprehensive program of employee meetings supplemented with specially produced print and video support. Communicators also developed a package of materials for managers. 0555 Poe, Randall. What's in among the megatrenc~/. ATB (Feb)17. The author paints an optimistic view of the economic future of the country including new respect for the worker as an economic resource, networking management style; retraining managers as facilitators. 0556 Ray, D. W. & B. L. Wiley. How to generate new ideas. Sup Mgt (Nov)8. Supervisors who are open to new ideas can improve cost savings and productivity. Supervisors shouldn't discourage subordinate creativity by being too protective of their own ideas. 0557 Radzik, Adam. What managers want to know. Rat Bus (Aug)37. Employees, In most cases, w i l l not work for maney alone. They want recognition, security, and opportunity. Being a manager meansknowing whom to motivate among those people you manage. This article gives some helpful hints on how to cope wlth this problem. 0558 Randolph, W.A. Understanding and managingorganlzational behavior: a developmental perspective. Homewood, IL: Irwin. A text on organizational behavior which takes a training and development viewpoin~ 0559 Readingsand exercises in organizational behavior. Orlando, FL: Academic Press. Examinations of cases and articles which elaborate on specific aspects of organizational behavior. 0560 Richardson, P. Courting greater employee Involvement through participative management. Sloan Mgt Rev (win)33. Through implementing employee involvement activities, such as productivity-improvement schemes and gain-sharing, the author says how someU~, corporations are trying to achieve a competitive edge. 0561 Rohner, R.W. Employeerelations: social auditing and motivation. IPRA Rev. (Aug)lO. Author describes the process of social auditing, measurement of corporate social performance and the organization's position in i t s socio p o l l t i c a l environment. 0562 Rosen, Corey. Employeeownership: How to make the ESOPwork. Fin Exec (Nov)lO. Certain companies provide employees with substantial annual contributions of stock, give employees broad responsibility in decision making, and make sure that employees are treated as owners every day.

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0563 Schneider, L.A. Organizational structure, environmental niches and public relations: the Hage-Hull typology of organizations as predictor of communication behavior. Unpub. dissert. (Mary]and). The study seeks to develop a general systems theory of public relations that should lead to better management of the communication process by discovering how the practice of public relations varies with the environment and the structure of organizations. 0564 Smettger, L. R. &B. L. Kedia. Quality c i r c l e s . Bus H (Jul/Aug)30. The use of quality circles is increasing. They are extremely popular and effective as a productivity improvements strategy, but a high failure rate also exists because i t is implemented inappropriately. 0565 Spicer, M. W. A public choice approach to motivating people in bureaucratic organizations. Acad Mgt Rev (Ju1)518. Managers and subordinates work for organizational goals to the extent their own self interests w i l l be rewarded. Free riding is more l i k e l y to occur when rewards are based on group effort levels rather than individual effort. 0566 Springer, T.J. Workplace integration--a human-centered approach. (Jan)gg. Office (Jan)g9. It's important for the success of a system that the environment and equipment are in sync with the workers. 0567 St. John, W.D. Plain speaking. PersJ (Jun)83. True dialogue is d i f f i c u l t to achieve with anyone, anywhere, at any time. Today managers must carry on open dialogue with employees i f both are to perform effect i vely. 0568 Staples, E. R. Manager's workshop--managing people--more art than science. Off Adm & Automation (Mar)74. Managementis a profession that has inspired billions of words and thousands of university degrees. There are five basic manageables: people, time, money, technology, and quality. Successful people management is more of an "art" than a science. 0569 Stevens, G. E. The fading of f i r l n g - a t - w i l l . Mgt W (Mar)8. Recent court actions and a growing sense of job entitlements are making i t d i f f i c u l t to f i r e for cause. 0570 Strenski, J. B. Let's talk" employees--mostimportant public. Mgt W (Nov)l. Makes a case for the t i t l e in a world of deregulation, increased competition and the role of the employee In the above. 0571 Stoops, Rick. Nursing poor recruitment with a marketing approach. Pers J (Mar)g2. This article discusses how a firm can improve the quantity and the quality of i t s recruiting performance. Author advocates a marketlng-oriented approach which f i r s t identifies the most important aspect of a job. 0572 Swift, Ken & others. Salary negotiation: a strategy for success. Off Adm & Automation. (Feb)30. This article proposes that the real world is a giant negotiating table and everyone is a participant. Negotiation is defined as the use of information and power to affect behavior. The objective of negotiation is to enhance one's interests while providing a sense of accomplishment to the other party--a "wln-win" situation. 0573 Swisher, E. A. & R. W. Griffin. Comparison processes and tasks. J Bus Res (Aug)287. Revealingarticle describes how employees generally perceive, evaluate and react to assigned tasks. 0574 Thompson, Paul & others. What can managers learn from their subordinates? Mgt Rev (Jul)28. Author believes managers can learn a great deal from those who are closer to the work station, including how to adapt to change, short cuts around bureaucracy, i f normal system of getting things done, and updated operational data.

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PR: Employees

0575 Thomsell, Michael C. Quality circles: Reshapingbusiness. Kiwanis (Sep)33. The basic premise of the quality-circle process is that when employees are given the opportunity to meet regularly on a volunteer basis to discuss problems, they w i l l devise solutions. 0576 Vicere, A. A. Managing Internal entrepreneurs. Mgt Rev (Jan)31. Bureaucracy and organizational restrictions often discourage creativity and entrepreneurship in companies' employees. Summaryof proven methods of igniting creative sparks in arLY organization. 0577 Whelan, d. W. dr. Only their shrinks know for sure. Quill (Jul/ Aug)20. The author argues against the bias toward print media by journalism professors in face of the survey evidence that TV news is most used and trusted source of news. 0578 When the employer babysits. Mgt Rev (Mar)8. Nyloncraft, Inc. of Mishawaka, Ind., opened an on-site day-care center to counter increasing turnover and high absences.

P R : ENVIRONS,lENT 0579 Cornish, Edward & others. Outlook '86 and beyond. Futurist (Dec)51. Rapid advances in communications w i l l require major changes in the way people work, play, learn, and relate to each other. 0580 Gingrich, Newt. Window of opportunity. Futurist. (Jun)9. The communications revolution is coming. Someof the recommendations for the revolution are changes in our education system, a more just justice system, better health care for a l l , focus on preventive medicine, rethinking education--shift from teaching to learning, and from welfare to workfare. 0581 Glynne-Jones, Philip. Europe's shores and river banks in jeopardy. IPRA Rev (May)41. Report of a major European public relations exercise in environmental protection mounted by an agency representing 21 member countries. 0582 Jackson, Edgar. Environmental attitudes and preferences for energy resource options. J Env Educ (fall)23. An undergraduate sample was chosen and asked to choose between "soft" (solar, conservation) and "hard" (especially nuclear) means of energy options. Public information about conservation and the need for policy makers to canvass public attitudes are recommended. 0583 Kaplan, R. T., ed. Chemical risks: fears, facts and the media. Washington, DC: Media Institute, 58pp. Three chemical-related disasters were given wide press coverage. The author analyzes that coverage. 0584 Perry, R. W. & J. M. Rigg. Emergency management strategies for communicating hazard information. Pub Adm Rev (Jan)72. The plans and procedures used by public agencies handling hazardous materials are help up as a model for private agencies. 0585 Peterson, R. W. Global issues: population, resources and the environment. VS (Jul 1)548. Defines the issues people and institutions w i l l have to deal with in the remainder of this centu~ and beyond. 0586 Shanklin, W. L. & J. K. Ryans Jr. Thinking strategically: planning your company's future. NY: RandomHouse, 332pp, $39.95. The authors explain the meaning behind the concepts and techniques for coping with the uncertainties of the increasingly turbulent environment of managemerit. 0587 Whelan, E. M Toxic error. Quill (Dec)lO. The author believes that the media have become overly alarmist about the poor quality of our

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environment. She claims that statistics show that people are healthier and living longer despite media headlining threats to public health and safety from a pollution-infested environment. 0588 Vu, My T. World population pqojections. Baltimore: John Hopkins University Press. Short- and long=term estimates by age and sex with related demographic statistics.

P R : HF~ILTH ~ D

WELFARE

0589 Andrews, John. The city of faith. IPRARev (Feb)29. A comprehensive analysis of the idea of Tulsa, Oklahoma, to build a hospital. The events were discussed as well as what strategies were used. 0590 Babeck, M. L. Hospitals and the news media: a guide to good media relations. Chicago: AHA, 56pp, $16. Written by the media relations director of the American Hospital Association, the manual gives a stepby-step guide to better media relations. 0591 Bacas, Har~. Operating on high costs. Nat Bus (Jan)66. Holding down health costs, s t i l l the fastest-growing component of the consumer price index, w i l l be a top p r i o r i t y for business and government. Hospitals w i l l form more business alliances with insurance companies to combat rlslng costs in providing health benefits for employees. 0592 Ballenger, R.A. Communication techniques and practices of home health agencies of Tennessee association for home health--reglon I I . Unpub. thesis. This is a case study examining communication techniques of one region of home health agencies. The case study identified the publics and communication vehicles, and found a lack of education of consumers and physicians who do not use the agency's services. 0593 Belllna, Barbara. Internal marketing of material management Hosp Mat Mgt q (Feb)70. The implementation of certain internal marketing techniques by the hospital material management department can enable the department to assess how well i t is meeting user needs and can enhance a department's a b i l i t y to promote i t s services. 0594 Brickfield, C. F. Advocacy for Action. VS (Aug I)634. Improvement of l i f e for a l l citizens is done by implementing v i t a l programs llke social securityand medicare. Argumentpresented is implementing a national campaign to insure that a l l Americans, regardless of age, have a right to adequate and affordable health care. 0595 Cooper, P. D.ed. Health care marketing: issues and trends, 2nd ed. Rockville, MD: Aspen systems, 392pp, $38.50. The author has assembled 46 original, revised and reprinted articles on health care marketing. This edition updates the f i r s t which offered a framework for building marketing programs for health care dellve~ systems. 0596 Cordes, S. J. A content analysis of medical news reporting in the Pittsburgh Press and the Pittsburgh Post-Gazette. Unpub. thesis (Point Parkl. Of the 353 articles analyzed, only 8.2% were the result of breakthroughs or exaggerated research claims. 0597 Costello, M.M. Hospital airs message via radio infomercials. Mkt N (Apr 12)10. Pre--recorded radio programs about different health-related subjects were aired by a community hospital to increase health awareness among the public. 0598 Culbertson, H. M. & G. A. Stempel. Media malaise: explaining personal optimism and societal pessimism about health care. J of Comm (spr)180. The authors examine national surveys which show that Americans

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PR: Health and Welfare

often feel optomJstic about their personal lives and futures, but pessimi s t i c about society as a whole. This could be the result of media malaise which stress news of conflict and failure and the fact that people rely on the media for their view of the world. 0599 DJlenschneJder, R. L. Ethics in health care marketing. VS (Jun 1)494. Calls for better codes to l i m i t use of health care to essential services and better communication to employees and consumers on how they can p r o f i t from these limits. 0600 Eisenberg, Barry & Maria Gardella. Assessing readiness for guest relations programs. Hosp (Apr 16)128. Surveys indicate that health care consumers take staff courtesy and helpfulness very seriously when choosIng a hospital. As a result many hospitals are rushing Into staff education without readiness. 0601 Fabiszak, D. L. Public relations in hospitals: testing the Grunig theory of organizations, environments and models of public relations. Unpub. thesis (Maryland). This study sought to determine how and why hospitals practice the public relations they do. 0602 Friedman, Emily. What's eroding the hospital's image. Hosp (Sep 16)76. Patients' cost consciousness, the side effects of physicians' loss of esteem, consumerism, and changing societal expectations are a11 contributing to a decline in the hospitals' public Image and support. The author offers some solutions. 0603 Gots, Ronald & E. J. Kolb. Auditing the physician. Bus Ins (Sep 16)23. Discusses a plan introduced by the doctors themselves to help contain their malpractice insurance costs. The program is based on Improved diagnostic techniques. 0604 Hicks, N.J. Patients and other publics. PRJ (Mar)28. Marketing has emerged as a dominant force in health care. In many health-care organlzations, the clash between marketing and public relations is causing major t u r f battles over who controls the communication function and whether the PR officer reports to the marketing/plannlng director or to the CEO. 0605 Hospital advertising often 'knee-jerk'. Mod. Health (Nov 8)158. The advertising campaign for a hospital should be focused on the custome~ Many campaigns do not deal with facts. Hospitals tend to rush into a campaign in order to respond to their competitor. 0606 Humanacurtails i t s news flow. WJR (May)t2. Explains how Humana Hospital curtailed i t s news flow after the media b l i t z surrounding William Schroeder's a r t i f i c i a l heart transplant. The doctors no longer speak to the press and a l l information goes through Humana's public relations directors. 0607 Inguanzo, J. M & M. Harju. Consumerneeds and wants: a survey. Hosp (Feb I) 68. The authors conducted a comprehensive survey of consumers of healthcare services and reported their findings in a series of articles beginning with the February I s t issue and continuing in the March 16th issue (90), April I s t issue (74), May 1st issue (81) and Oct. 1st issue (84). The main finding is that consumer attitudes toward the quality of health care, costs and technology show that they do not believe a l l hospitals are equal. 0608 Marketing key to public PR roles: salaries rising for PR directors. Hosp (Jul 1)60. Public relations practitioners can name their own price when they assume a marketing role and can measure results. Otherwise, they relegate themselves to a less-vital function and l e t someone come In from l e f t f i e l d to meet the demand.

PR: Health

and Welfare

0609 Mazzoni, Robert. Virginia hospital's public service ads help promote a shock trauma center. Mod Health (Oct 25)82. Norfolk General Hospital promoted their trauma center by creating a campaign which consists of a series of ads. 0610 Miller, Susan. Surviving a media b l i t z . CW (0ct)16. A case history of how Humana handled and controlled the publiclty that engulfed the Iongest-livlng heart transplant patient. See also Humana curtails i t s information flow. 0611 McCabe, d. C. Humanvalues: evolution of the health care system in the United States. VS (Mar I)303. Points out problems: insatiable demand for health care, technology prolonglng l l f e to where health care is most needed, limited resources. Solution is a reordering of p r i o r i ties to place health care above other costly values. 0612 Packer, C. L. & others. What hospitals think of application soft~are. Hosp (Apr 16)101. The research staff of Shared Data Research assisted the author in compiling the data of personal experiences of hospital and administrative staff with software. 0613 Rice, d. A. & G. H. Creel I I . Chicago: AHA, 148pp, $28. A guide to predicting usage of business units on the basis of demographics and competition. The manual is meant to help marketers of hospital services to forecast and implement market-based demand planning. 0614 Riggs, Lew. Mana~ng a successful public affairs response to an i n i t i a t i v e attack. PRQ (win)28. A case study in health care public relations In a battle between a coalition of Arizona's largest employers and the Arizona Hospital Association. 0615 Ross, C. K. & others. Health promotion programs flourishing: a survey. Hosp (Aug 16)128. A recent survey shows that nearly 85% of hospitals sponsor health promotion programs with an increasing number of these services aimed at business employees. 0616 Steiber, S. R. & others. Hospital marketing more sophisticated: a survey. Hosp (Nov I)73. Seventy-sevenpercent of surveyed hospital marketers describe their hospitals as market driven. A total of 56% have marketing departments. The s h i f t in department t i t l e s has taken place largely at the expense of public relatlons. 0617 Super, Karl. Regional business publications offer vehicles for health care ads. Mod Health (Dec 20)36. Regional business journals aid healthcare providers in increasing their amount of sales. I t is dJfflcult for the providers to target their audience. The journals give them the exposure that they need. 0618 Wahl, L. & P. Fitzgerald. Health care practitioners recognize need for better media relations. 8dst (0ct,14)24. Personal health and health care cost issues have become an In~ortant part of broadcasting programs. A study was conducted from a random sample of 175 health care executives from 47 states.

PR: I~I~EI~ATIONAL 0619 Adnan, M. H. Public relatlons in Malaysia. IPRARev (Feb)24. Report of a survey of the organization and practice of publlc relatlons in Malaysia. 0620 A1brltton, R. B. & J. B. Manhelm. Public relations efforts for the third world: images in the news. J of Comm(wln)43. Study revealed that after Argentina, Indonesia, Korea, the Phlllpplnes and Turkey hired

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PR: intevnatlonal

U.S. public relations consultants, their news image in the New York Times improved. These samecountries were portrayed as more cooperative. 0621 Bate, Andy. Samsonthe bull--product personality and performance. IPRA Rev (Aug)45. Case history of a campaign conducted for the Cold Storage Commission in Zimbabweto increase the sale of beef despite a price rise. 0622 Benn's press directory, international, 133rd ed. Tunbrldge Wells, Eng: Burn's Bus. Info. Services, 392pp. A companion volume to the United Kingdom guide, this covers the worldwide press. I t provides publishers' names, addresses and phone numbers along with the same information for the executive director or head administrative officer. 0623 Bergner, Douglas. Washlngton-based international affairs: a growing corporate function. PRQ (Mar)20. Report of a survey by the Public Affairs Council. The survey consisted of 100 items to probe patterns of growth and areas of staff a c t i v i t y . 0624 Booth, A. L. Going global. PRJ (Feb)22. Public relations is becoming increasingly international. Author cites three reasons: (1) corporations are discovering overseas opportunities, (2) financial markets have become globalized, and (3) increasing sophistication and growth of overseas profession. 0625 Cottee, Brian. How the workers in NFC bought their compa~ from the government: the crucial role of communications in Britain's biggest employee buy-out. IPRARev (May)30. What makes the employee buyout impressive is the communications program the employees set up. 0626 Demandmounts for international PR agencies. Bus Mkt (Dec)80. A rising number of public relations firms are expanding (U.S. and Europe) because they are thinking more internationally. 0627 Desbarats, P. How the media operate. Bus Q Can (sum)g3. The Canadian news media's reaction to the proposals of the Royal Commission on newspapers suggests certain problems in the news industry. 0628 Foegen, J . H . Beyondwar and governments: international citizen cooperation. IPRA ( f a l l ) t 3 . Author chronicles the history of nongovernmental public relations among people of different nations and cultures. Athletic competitions like the Olympics and Marathons are typical examples. 0629 Frank, A. D. A world of reruns. Forbes (Oct 21)44. China has 50 million TV sets, 600 million TV viewers against the United States' paltry 150 million sets and 225 million viewers. This means China's potential for TV advertising and TV's reruns boggles the mind. 0630 Global boom. World Press Rev (May)51. The advertising industry is getting bigger and richer a l l the time. The amount of money spent worldwide on advertising and related services such as public relations has more than trebled since 1970. Much of this growth is due to investment management and computers and data processing. 0631 Global media. Ad Age (Dec 2)45. A series of articles focuses on the changes in international media, especially the expansion of media conglomerates in Europe, Asia, and Latin America. 0632 Groom, B. Seeking f l e x i b i l i t y . World Press Rev (Aug)28. In Europe's world of work, managements are bending into new, more flexible thinking in an effort to improve labor efficiency. 0633 Hallen, L. & J. Johnson. Industrial marketing strategies and d i f f e r ent national environments. J Bus Res (Dec)495. The author discusses a growing problem in public relations: how to conduct publlc relations in cultures that are foreign to those in the United States, and even countries where there is no dominant culture.

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PR: International

0634 Joynt, P. & M. Warner, eds. Mana~ng in different cultures. NY: Columbia Univ Press, $28. According to the authors who have contributed to this volume of articles, Japan has achieved spectacular economic successes through special motivational forces at work in a collectively oriented cultural heritage, appropriate democratic institutional arrangement and an aggressive public policy that facilitates economic and technological change. 0635 Levy, T. L. H. Organizational rhetoric: multinational corporations' legitimation in Brazil, France, and the United States. Unpub. dissert. (Maryland). The stu~ seeks to illuminate the relationship between organizations and external environments from a rhetorical perspective and, specifically, investigate the statements multinational corporations make about themselves in communicating with host countries' audiences. 0636 Meaney, D. Red Cross to the rescue. Quill (Jul/Aug)10. An historical perspective of what UNESCOis doing to encourage worldwide press freedoms. The United Nations educational and cultural agency is sponsoring seminars to fund solutions. 0637 McNamee, M. The divestment dilemma. Currents (Sep)20. Author examines the South African divestment issue as i t affects student enrollment, fundraising and alumni relations at colleges and universities. 0638 Pratt, Cornelius. Public relations in the third world: the African context. PRJ (Feb)lO. American public relations practitioners have a role that is ve~ different from that of their Third World counterparts. To be socially responsible, the PR officer in a developlng nation is expected to be a team player on the side of government. 0639 Protocol errors cost big bucks. Mgt Rev (Jun)6. ManyAmerican executives do not know the rules, protocol and manners involved when doing business with foreign nationals. Snowdon International offers VIP services and global managementservices, holds seminars to teach managers how to deal with foreign businessmen. 0640 Raboy, M. Movementsand messages = media and radical politlcs in Quebec. Toronto: Between the Lines, 165pp, $18.95. The book presents a historical analysis of the relationship between mass communications and the social and political movements that arose in Quebec during the 1960s and 1970s. 0641 Rada, S. E. Trans-national terrorism as public relations? PRJ (fa11)27. The author explores the s i m i l a r l t i e s between PR and terrorism. Both share the objectives of commanding attention and influencing opinion. Terrorism seeks to s t i f l e dissent, impose change through fear and coercion, while public relations encourages discussion and dissenL 0642 Shibazaki, Kikuo. PR in Japan focuses on craft, not management. CW (Nov)17. Describes differences between American and Japanese public relations. American public relations is systematic, whereas Japanese public relations function is practiced throughout the organization. 0643 Stern, A. L. The creative wave from Britain and the next wave-Japanese and Brazilian ad styles. Dun's Bus M (Sep)48. Describes the new role of the account planner to use demographic and psychographic studies to help hlm/her think like a consumer. 0644 Strenski, J. B. International networking tailors communications programs across the globe. PRQ (spr)28. I11ustrates the value of knowing and using local practitioners when crossing International borders. Successful public relations abroad is more than knowing the language. 0645 Tan, W. Whenadvertising alone cannot succeed: somecase studies from Malaysia. IPRARev (Aug)40. The author offers case studies of

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PR: International

situations that require a public relations rather than an advertising solution. 0646 Van der Melden, A. Public relations, the Netherlands and ethics--a meditative and c r i t i c a l analysis. IPRA Rev (Nov)11. Author discusses ethical codes from an historical perspective. 0647 Visitors discuss global communication. CW (Sep)20. Report of a Stanford University publishing course which attracted publishers, editors form around the world to share ideas and learn new techniques in publlshing, especlally electronic publishing driven by comPuters. 0648 Want to reach 600 million television fans. Mkt & Med Dec (Sep)73. The newest and fastest-growing TV viewers are on the Chinese mainland. They are also the most enthusiastic and avid viewers.

P R : LAW 0649 Adler, P. & others. Employeeprivacy: legal and research development and Implications for personnel administration. Sloan Mgt Rev (wln)13. Examines the legal background of the general privacy issue. The courts' position on the preservation of two competing interests is shown. 0650 Bedno, J. H. The right to (re)-print. Currents (0ct)17. What you can and cannot do under the copyright and trademark laws. Includes a l l s t of references. 0651 Bayer, P.J. F1ackattack--the PR war of the Laklen-Globe t r i a l . WJR (0ct)18. Relates how both the p l a i n t i f f and the defendant hired outside publicists to sell their cases to the public and press. 0652 Broadcasters to join celebration of Constitution. Bdst (Aug 19)36. A project called "We the People" which was put together by the American Bar Association to discuss the issue of free speech/free press is endorsed by the Natlonal Association of Broadcasters. 0653 Bull, J. V. R. Libel and the media, the s t i f l l n g of criticism. VS (Mar 16)333. Takes the side that the courts have taken a dangerous series of actions that are demeaning a democracy in their hard-headed decisions in l i b e l cases. 0654 Cleveland, H. How much sunshine Is too much? ATB (Ju1/Aug)15. The author believes that sunshine laws require a consensus for action to take place in private before hand. This a r t i c l e focuses on the hazards of sunshine laws requiring open meetings of public institutions and how to overcome them. 0655 Cunningham, R. P. "Group libel' controversies in U~S., Canada. Quill (Jun)6. Refers to Canada's false news law of 'maliciously spreading false information harmful to the community.' 0656 Greenlaw, P.S. Labor relations: affirmative action or reverse discrimination? Pers J (Sep)84. Courts are empowered to take any affirmative action to correct discrlminato~ employment decisions including selectlon, promotion, demotion, layoffs, performance appraisal, training, pay and employee benefits. 0657 Hale, F.D. Libel law andyou. Currents (Oct)lO. A g u i d e t o dos and don'ts and definitions in libel laws. Defines l i b e l , i t s elements, and what can happen when the elements are present. 0658 K1eber, L. C. Playing poker with the courts. CW (May)25. The author offers tips on how to communicate benefits programs accurately and reduce the chances for misunderstandings and possible lawsuits. 0659 Manci~i, M.E. Analysis of the e x p l i c l t and i m p l l c l t definitions by the FTC in i t s advertising substantiation program. Unpub. thesis

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P R : l~mw

(Alabama). This study attempted to evaluate the effectiveness of FTC control over deceptive and unfair advertising. 0660 Maxwell, K. & R. Relnsch. The freedom of information act and privacy: whom does i t really protect? CommLaw (Apr)4. I t has been decided in court that when i t is Impossible to contact an individual to ask permission to release information, or where the individual denies access, and the pubic's right to know outweighs the individual right to privacy, i t is legal to release that information. 0661 Overbeck, W. & R. D. Pullen. Major principles of media law. NY: Holt, Rinehart & Winston, 432pp. Focuses on the c r i t i c a l developments affecting a l l media. Important court decisions and statutory enactments are cited and a dozen Supreme Court decisions are examined in depth. 0662 Pella, L. Unjust discharge arises. Mgt W (Mar)f4. A recent survey finds that a majority of companies have been accused of unjust discharge and are taking steps to avoid such claims in the future. This is a companion piece to The Fading of Firing-at-Will in the same issue. 0663 Pollcano, Christopher. John $canlon goes public. PRJ (Sep)26. John Scanlon, vice president of Daniel J. Edelman Inc., rose to national v l s l b i l i t y in his role as public relations counsel for CBS in its defense against a l i b e l suit brought by General William Westmoreland. 0664 Rethinking 'Times' v. Sulllvan. Bdst (Oct 14)71. The American Legal Foundation Symposium in Washington hears arguments praising the landmark l i b e l case, and those arguments c r i t i c i z i n g i t as a 'moat' behind which media retreat. 0665 Roberts, E. L. Jr. Citizen censorship. VS (Jun 1)490. Discusses who Is free from l i b e l suits (Congress, federal judges) and who is not. See also Bull JVR 0666 Zuckhino, D. Publish and perish: libel and the l i t t l e publicatlon. WJR (Jul)28. A proliferation of l i b e l suits has contributed to the socalled 'chilling effect' on aggressive reporting, especially among small er papers.

P R : ~ L ~ A G F~I E~Y 0667 kgor, W.H. Unlocking your I n t u i t i o n . Mgt W (May)8. The author argues for intuition as an important component of decision making. 0668 Battey, P. Nine myths bankers must correct. ABA Banking (0ct)17. Many ntyths could prove more threatening to bankings' p o l i t i c a l well being than a l l i t s real world adversaries. 0669 Beltaire, B.A. Information: gateway to success. VS (Oul 1)551. The information industry accounts for nearly half the U~S. work force. Spending w i l l double wlth about two-thirds of the increase going to training and retraining of workers. 0670 Benner, Susan. Culture shock. Inc (Aug)73. A case history of what a strong well-deflned corporate culture did for the p r o f i t a b i l i t y of one company. 0671 Bennigson, L. A. Managing corporate cultures. Mgt Rev (Feb)31. A case history of how one company solved the clash of cultures between the ivory tower orientation of the technicians and the marketing gain for financial gain. The author believes that most mergers f a l l because of a clash of corporate cultures rather than for financlal reasons. 0672 Bennes, W. & B. Ranus. Leaders: the strategies for taking charge. NY: Harper, 244pp, $19.95. Thls book is based on interviews with 90

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PR: Management

business and other leaders over several years to distinguish between managers who do things right and leaders who do the right things. 0673 Black, H.S. Innovate--riding with change. Mgt W (Dec)t2. Managers must be a part of change to avoid becoming obsolete. The author offers steps to Implementing successful change. 0674 Blanchard, Kenneth & others. Leadership and the one-minute manager. NY: Morrow, 111pp, $15. The authors managed to put into l i t t l e over 100 pages guides to adaptive styles of situational leadership and when to delegate, support and direct. 0675 Blicksllver, Jack. Defendersand defense of blg business in the United States, 1880-1900. NY: Garland. A study of those persons who defended "big business" in America between 1880 and 1900. The industrial and railroad e l i t e are studied in detail as both antagonists and victims. 0676 Bloomgarden, K. & A. Binder. How to makeyour new business pitch. PRJ (Nov)36. Suggests conducting research on the firm's capabilities and discover the capabilities of i t s competitors. 0677 Boddewyn, J . J . The Swedish consumer ombudsman system and advertising self-regulatlon. J Cons Aff (sum)t40. Sweden is far ahead of the rest of the world In self-regulation. This article describes what they have learned by blending successfully self-regulation with governmental restrictions. 0678 Boscher, J. Anatomy of an interview. CW (Apr)16. Respondingto the interviewer's queries can be as challenging as asking the questions. This is a case history on how Control Data Corporation handles interviews. 0679 Bryant-McIlhenny, J. Mindyour management manners. Mgt W (Jun)34. Article explains basic rules of business etiquette. Included is a quiz to measure one's sense of business manners. Introductions, entrances, silverware and gossip are subjects explored. 0680 Bulyk, J. C. & E. W. Sokol. Is the expert-manager a dinosaur? Mgt Rev (Aug)51. Authors emphasizing returning to the old-style manager who is not an expert but knows how to find out about things, make judgments and choose, teach, get more out of less, and accommodate to the organization's mission and resources. 0681 Cart, S.E. Supervisory management and communication. Homewood, IL: Irwin. A text book account of how managementand communication are linked inseparably into one s k i l l needed to inform, educate, motivate and, f i n a l l y , manage. 0682 Center, Allen & Frank Walsh. PUblic relations practices: managerial cases studies and problems. NY: P-H, 470pp, $18.95. Most cases are carried over from the second edition. 0683 Chaffin, Tom. What's In a name. Mad Av (Jan)66. NameLab is a wellknown naming company, which has been used by Ba~ of America, Federal Express, Nissan, Honda, Chrysler, Gallo, and Procter & Gamble. 0684 Clifford, D. K. O~ & R. E. Cavanaugh. The winning performance: how America's high-growth midsize companies succeed. NY: Bantam, 292pp, $19.95. The authors examine the reasons for the successful performance of midslze companies. Findings indicate that such companies compete on the basis of the value of the product or service rather than price; they motivate employees to the entrepreneurial interest in the comparLy. 0685 Croft, A.C. Taklngthemyth out of PR. AdAge (May 27)7. This a r t i c l e examines several myths about public relations firms such as they don't know my business, i t can be done cheaper inside, firms that are part of an advertising agency don't provide broad professional PR services, public relations firms promise more than they deliver.

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PR: Man~em~nt

0686 Conquering cross cultural challenges. Bus Mkt (0ct)138. This a r t l c l e examines our culture compared with other countries that we do business with. Learning to communicate is most important. 0687 Corporate social challenge: cases and commentaries. Homewood, IL: Irwin. Cases which present the reader with a problem, or problems, that face business. Commentariespromote discussion and elaborate on points made in cases. Companion volume to Business and Society: a managerial approach. 068~E. & L. Smeltzer. SMR forum: corporate image--an integral part of strategy. Sloan Mgt Rev (sum)73. The various sources of communication, identification of the publics, and determination of the product/ corporate relationship are identified as three c r i t i c a l areas to look when forming an image program. 0689 Decision makers: profile~ in leadership. Mgt Rev (Jan)t7. A regular feature of the magazine, this month's profiles are Peter Ueberroth and Marriott. 0690 Drucker, P.F. Innovation and entrepreneurship: practice and principles. NY: Harper, 277pp, $19.95. The noted author and expert on management practices treats management from the perspective of an innovator rather than following the basics as taught in business colleges. 0691 Entrepreneurial mystique. Inc (0ct)34. An in-depth interview with Peter Drucker who claims that almost a l l the conventional wisdom about entrepreneurship is wrong. Most of the interview deals with his latest work: Innovation and Entrepreneurship. 0692 Ernest, R. C. Corporate cultures and effective planning. Pers Adm (Mar)49. The author describes the corporate culture grid as a useful tool for organizational planning. The quadrants concern the interactive culture, integrative, systemized and entrepreneurial. 0693 Finch, Frank. Facts of File encyclopedJa of management techniques. Rev North American edition. NY: Facts on File. A storehouse of tested techniques classified by types and sizes of organizations and other categories. 0694 Fundamentals of employee benefit programs. Washington, DC: DempBen Res Inst. A text book guide to the principles and practices of establishing, maintaining and building employee benefit programs. 0695 Fourteenth annual review of corporate advertising. PRJ (Dec) Magazine editors record biggest increase in the 14 years of i t s annual review of expenditures for corporate advertising. The biggest increase was on television despite the d i f f i c u l t y of getting TV to accept issue advertisIng. 0696 Frank, A.D. & L. Guberneck. Beyon~the ballyhoo. Forbes (Sep 23)136. Public relations is now on a ro11 with new, powerful high-tech 'gimmicks' and marketing techniques. But to Edward Bernays, i t is old wine in new bottles. 0697 Frantzen, H. W. Case study of name and identity change from A11egheny Airlines to U~. Air. Unpub thesis (Northern I11Jnois). The study concludes that extensive research is required for name and identity change. The method of change should be chosen for maximum impact on target publics. 0698 Frost, P. J. & others. Organizational culture. Beverly H i l l s , CA: Sage, $29.95. Authors discuss basic issues to consider in researching cultures, the way things are done in an organizational setting. 0699 Gaining control of the corporate culture. San Francisco: JosseyBass. Shows how to manage the corporate culture rather than letting the corporate culture manageyou.

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0700 Gawthrop, L.C. Public sector management: systemand ethics. Bloomington, Ind.: Indiana Unlv Press, 173pp, $22.50. The organizational environment has grown complex and is beyond the capacity of classical organization to deal effectively with rapid social, economic, technological and political change. 0701 Gemunden, H.G. Coping with interorganizational conflicts. JB Res (Aug)405. Article exemplifying Importance of good public relations with other business publics. Straight forward communication coupled with appeal to other organizational interests is best way to resolve conflicts. 0702 Getting to know us. Mad Av (Jan)6. Beatrice Foods, Inc., seeks to introduce i t s e l f to the U~S. The compaRy explores ways of producing a new corporate logo which w i l l increase public recognition of Beatrice Foods. 0703 Ghosal, Subhas. The corporate personality in a competitive environment. IPRARev (Aug)t9. The personality of the organization is shaped by how i t is perceived by i t s publics, according to the author, who t e l l s how to make the perceptions more closely resemble reality. 0704 Goddard, R. W. Bringing new ideas to light. Mgt W (Dec)8. Author states the most important tool people possess is imagination. Different ways to develop creativity are explored, such as value analysis, encouraging diversity or bolstering egos. Brainstorming is the simplest way to develop creativity. 0705 Goldsmith, W. & D. Clutterback. NY: RandomHouse, 224pp, $19.95. The authors analyze 26 companies for management leadership, autonomy, control and other innovative managementstyles to come up with a series of success stories in face of adversity. 0706 Gorman, James. Comebe a consultant--the world is your oyster. IPPJk Rev (Nov)45. Author offers a short course on becoming a consultant with clients worldwide. 0707 Green, Mark & J. F. Ber~. Trimming corporate wastelines: the participation solution. Mgt Rev (Nov)35. Another defense of employee participation in management programs, i f one needs more arguments for i t . 0708 Griswold, Denny. The role of the chief executive officer in public relations. IPRARev (May)21. Reprint from PR News of a conversation with General Motors chairman, Roger B. Smit~.. 0709 Hard thinking on education. PRJ (Apt)27. Four educators speak out on what's needed to move public relations into the 21st century. The author provides case histories of programs that are striking a new balance of technologies with research, application and theory. 0710 Harmon, F. G. & G. Jacobs. Companypersonality: the heart of the matter. Mgt Rev (0ct)37. This article raises the questions i f a compaw's publicized idealistic statements of corporate philosophy are really true. Author believes real test to a company's commitment to an idea is the way i t behaves in a crisis. 0711 Herzberg, Frederick. Where is the passion . . . and other elements of innovation? Ind Wk (Nov 11)37. Author names 10 attributes of the Innovator: above average I.Q., high expertise which is updated, feeling free to challenge established rules, tolerance for ambiguity, having a deep sense of being, getting joy from work i t s e l f , practice anxiety control. 0712 Howard, Carole. Counseling for the future--belng in on the takeoffs as well as the crash landings. PRO (spr)22. Assessmentof where public relations is headed and what social forces w l l l get i t s attention.

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0713 & Wilma Mathews. Marketing communications is not hucksterism. PRQ (win)t7. Authors outline ways public relatlons personnel can join marketing. 0714 Interviews with IABC council chairmen. CW (Oct)12. Interviews with the five council chairpersons from IABC. They explain the reasons for forming the councils on internal, external, marketing, electronic, and executl ve management. 0715 Iuppa, N. V. Managementby g u i l t and other uncensored tactics. Belmont, CA: Pitman Bks, 129 pp, $14.95. A humorous approach to how not to manage. The author offers tongue-in-cheeck formulas for using such tactics as guilt, intimidation, seduction, rumor, confrontation, Intrigue, genius, bribery, and even honesty and sensitivity, i f that is what i t takes to gain control. 0716 Joffe, Bruce. Ten ways to build your own business. CW (Aug)36. A companion piece to How to make i t on your own. Thls is the story of one person's experience with tips for others who wish to do the same. 0717 Jones, W.A. Positive politics: companypolitics can help, not hinder. Mgt W (Mar)44. Politics is a fact of l i f e , as arc/one who has been a memberof a contemporary organlzatlon knows. The artlcle recommends how to l i v e with office politlcs. 0718 Karpoff, Sid. The big bang theory. Mad Av (Feb)77. A case history of how United Technologies identified a public relations problem and set out to solve i t . The problem was lack of knowledge of the parent company and how i t earned profits. 0719 Keegan. W.J. How to cultivate your management style. Off Adm & Automation (0ct)28. Discusses the author's research to Identify the Ideal management style. The author concludes that there is not a single best approach to managing. 0720 Kilman, R. H. Corporate culture. Psych Today (Apr)62. Managingthe intangible style of corporate l l f e and values may be the key to avoiding stagnation. According to the author, corporate culture provides meanIng, direction and mobilization; a social energy that can move the corporation into productive action. 0721 Kirkpatrlck. 0. L. How to manage change effectively. San Francisco: Jossey-Bass. An examination of the management of change, focusing on empathy, communication and participation as keys. CAsestudies are used to i11ustrate some points. 0722 Lelgh, J.H. &C.M. Futre11. From the trenches to the command post. J Bus Res (Dec)511. Discusses attitudinal differences among levels of marketing hierarchy in surveyed firms, and non-agreement between supervisors and the employees they supervise. 0723 Levy, Robert. What's wrong with executive manners. Dun's Bus M (0ct)95. Review of Letltia Baldrldge's Complete Guide to Executive Manners, demonstrating that good manners Is a marketing tool. 072~s, Mike. Why managers feel at home in the office. Nat Bus (Mar)40. Honeywell, Inc., surveyed managers and professionals whose jobs are processing information to see i f they would continue to go to the office I f telecommunications technologies improved enough for them to work from home. 0726 Lobenz, Amelia. How to blend PR into your marketing mix. Mkt News (Mar 15)36. Marketing strategists often f a l l to evaluate how public relations can y i e l d cost-effective marketing results. They f a l l to channel PR into efforts to achieve specific marketing objectives.

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0726 MacLaren, R. Developing labor, business and government Interaction. Bus Q (spr)93. A lack of communication exists between labor, business and government. There should be a place where they can meet on a regular basis. Various ways to improye communication are described. 0727 Magliveras, D. C. The position of public relations in sociology. IPRA Rev (May)19. Author makes a case for public relations belonging in the modern social and human sciences since these sciences are interested in persons and their actions. 0728 Martin, Joe. Managementtrends in the mid-8Os--lean and getting meaner. Bus q(spr)76. Canadian businesses are now p~ying more attention to marketing. Canada is now focusing more attention on marketing because of the projected trend toward more free trade with the United States. 0729 Maister, David. Firm management. PRJ (Aug)15. As their firms grow, professionals find their time allocated not so much to public relations issues, but to questions of compensation, staff motivation, new business development, profits, mergers and acquisitions. 0730 M~ers, William. The word for today is health. Mad Av (Apr)62. Companies are changing their products' images by emphasizing the new angle of health and fitness. I t shows how Kellogg's, 7-Up, Campbell's and other companies have changed public opinion about their products. 0731 Molz, Richard. The role of the board of directors: typologles of interaction. JBS (spr}86. The board, as the ultimate internal authori t y , delegates vertically and acts as trustees for stockholders. As managers have entered the boardroom, the role types have altered. 0732 Naisbitt, John. Challenge for the '80s: retraining of managers, not workers. Mgt Rev (Apr)33. The noted managementexpert-author turns his attention to a new breed of managers. He reports the findings of research that attempted to identify companies that were respected and destined to last based on an enlightened managementstyle and good growth and earnings prospects. 0733 Namm,D. S. The trustworthiness of U~. management: a c r e d i b i l i t y analysis of middle managers' use of microcomputers in an industrial organization. Unpubdissert. The use of the technology of computergenerated reports which contained large amounts of data supported by numbers, graphics, and tended not to be reviewed for bias, oversimplification of complex issues, flaws or false assumptions. 0734 Nelton, Sharon. Innovators. Nat Bus (Oct)20. An Interview with Michael A. Silva, CEO of Bennett Enterprises, reveals some of his ideas on how to be a manager. He has coined an acronym PERKSfor participation, expectations, recognition and knowledge. 0735 Niedermeyer, F.C. How to evaluate educational programs. PRJ (Sep)33. Educational programs for employees and customers can be an important part of a company's public relations activities. Author prorides questions and answers to those who wish to develop and purchase worthwhile educational program. 0736 Peters, Tom. Don't forget the best management's tough slde, too. Chi Trlb (Jul 1)4:7. Managementtheories X and Y are discussed and solutions introduced by top management of a chain of retail stores. 0737 Plub, J.W. AdvertislngandPR. MadAv (Feb)6. Kalman B. Druck, a leading public re]atlons practitioner, believes there are five wa~s aM given sales proposition, case or stow can be communicated to any given audience: advertising, publicity, special events, printed and audiovisual materials, and persona] communications. 0738 PoIicano, Christopher. Whiz kids. PRJ (Feb)t6. Profiles five publlc relations stars who have achieved success while young. They grew

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up around public relations and absorbed the psychology involved in public relations. A common t r a i t is that they a11 show up at work early and stay late. 0739 Profile '85. CW (Jun/Jul)Insert. Detailed report of a survey of IABC members. This is the latest of a biannual survey of members. 0740 Ray, D. W. & B. L. Wiley. How to generate new ideas. SupMgt (Nov)8. The authors discuss the co~onents of idea generation: listening, a t t r i bution, reading and writing and targeting, among others. 0741 Reinhardt, P.A. WSJ (Sep 9)24. The way to deal with conflict and stress at work is to speak up. Discussingdisagreements with your boss is a risk worth taking; i f done t a c t f u l l y you w i l l gain his respect. 0742 Richard, P~S. Where to find a speaker at the last minute. PRQ (fall)t7. Author leads his readers to professional associations like the National Speakers Association and Toastmasters International. Contains a c o , f e t e directory of sources from the American Program Bureau to Speakers Guild. 0743 Riney, Hal. On taste and style in advertising. Mgt Rev (Jan)37. Ogilvy & Mathers award-winnlng ads demonstrate the agency's knowledge of both the real and subtle differences in consumer needs and wants. 0744 Ring, P. S. & J. L. Perry. Strategic management in public and private organizations: implications of distinctive contexts and constraints. Acad Mgt Rev (Apr)276. Managers in the public sector operate under very different constraints than the public sector, which makes strategic management of the public sector d i f f i c u l t . 0745 Rothgeb, M. C. Operation weteye. IPRARev (M~)34. Case history of the public relations involved in transferring chemical amunitions bombs and nerve gas from Denver to a new site near Salt Lake City. 0746 Ryan, Michael & D. L. Martlnson. Public relations practitioners, public interest and management. JQ (spr)111. Survey reveals that PRSA members want to participate In compa~ decisions and are concerned that i f they are absent there w i l l be no one to represent the public interest. 0747 Sandeman, H. The U.S management evolution. World Press Rev (Mar)27. New strategies are being taken to create wealth. Changesare taking place in the management of American businesses. Managements k i l l s and education are being questioned. 0748 Scott, W. P. The art of managing. NY: Wiley. A book of suggestions, ideas and tlps contributed by successful managers in a variety of management situations. A practlcal guide to improving one's s k i l l s . 0749 Sherred, Pamela. Fighting back at breakfast. Forbes (Oct 7)126. Basically the story of David Harwitt who runs General Foods $500 mJllion Post cereal business and how he uses his giant budget to do battle with another giant: Kelloggs. 0750 Siegel, Sherry. Personal perspectives: careers on the move. Mgt Rev (Jan)24. A description of the management style of the Dean of CarnegieMellon University's Graduate School of Industrial Administration. She has declared war on r i g i d i t y and bureaucracy. 0751 Skaentry, Roger & others. Decision makers: profiles in leadership. Mgt Rev (Jan)17. Although their styles and work environments are vastly different, three executives share similar successes in achieving their shared objectives: a smooth-runnlng and productive organization. 0752 Smith, G.O. The anatomy of a business strategy. Bell, Western Electric and the origins of the American telephone industry. Baltimore, MD: Johns Hopkins Press, 237pp, $20. A detailed analysis of the way in

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which AT&T became a v e r t i c a l l y integrated corporation and developed appropriate modes of administrative control. 0753 Smith, Roger. Humanities and business: the twain shall meet--but how? Mgt Rev (Apr)36. CEO of General Motors makes a case for humanities in managementto interject humanistic values, creativity, awareness of human dignity, and focus on innovation. 0754 Stoker, L. F. The television world of business: a message system analysis of the image of American business in primetime entertainment programming. Unpub. thesis (Pennsylvania). Thls stud compared business with other occupations portrayed in primetime TV. 0765 Sturdivant, F. D. Business and society: a managerial approach. 3rd ed. Homewood, IL: Irwin. A systematic treatment of the role of business in American society which provides an historical perspective, a conte~orary view and expectations of business. 0756 Sullivan, Brad. Practitioner pursuit of the ideal role. IPRARev (May) 14. Report of the findings of a student thesis of U.S. practitioners and their aspirations to higher roles in management public relations. 0757 Tasso, A.J. The outrigger principle: a new communications model for top management. Planning Rev (Mar)23. In business and government, a principle based on the function of an outrigger is an alternative line of communication to the top, operating outside the formal administrative structure. 0758 Thayer, Lee. Rethinking leadership for public relations. PR Rev (spr)3. Author says PR practitioners must assume responsibility of leadership in the future. He suggests that practitioners teach people to be intelligent, moral followers, develop national dialogue to enable them to identify and support our leaders. 0759 Thomas, Vicki. Communications in search of affluence. CW (Jan)24. An argument for communicators fighting for position in organization declsion-making. Author argues from an appearance of status and position in office furniture evoking confidence and status. 0760 Thurow, L. C. ed. The management challenge: Japanese views. Boston, MA: MIT Press, 237pp, $14.94. Describes Japanese management style by Japanese managers providing American managers with insights that can spark new solutions to old economic problems. 0761 Umpert, J. Jr. The fine art of dealing with CEOs. Bus H (May/ June)41. Meeting with the CEO should not be a frightening but a learning experience, a chance to get your point across and to show your a b i l i t i e s . 0762 Walker, D. M. Educating for change. IPRARev (Feb)21. Author makes a case for eliminating the communlcations constraints, technical and legal, to speed up the flow of information, and distribution and reception of thought. 0763 Waldo,.C.N. Boards of directors: their changing roles, structure, and information needs. Westport, CT: Quorum. Discussion of the t i m e l i ness, adequacy and use of financial and other kinds of operating information presently supplied to boards of directors of majro, U.S. corporations. 0764 Wathen, Mel. Logomotion. PRJ (MaLy)24. A company can alter i t s corporate strategy and long-range goals by changing i t s corporate ident i t y , whose main function is to reduce the gap between perception and reality. A compa~ can be understood by articulating its goals through such means as name,s logotypes and nomenclature linkage systems.

PR: M a n a g e m e n t

0765 Weiner, Richard. Collect your PR 'fringe' benefits. PRQ (fall)20. What every public relations practitioner needs to do to achieve the f u l l potential of the position for him/herself and employer/client. 0766 Weinstein, Steve. How w i l l disinflation affect PR in '86. CommW (Oct)20. An account of how dlsinflation, the f a l l i n g of prices, w i l l affect PR communication. Examplescited from Chrysler Corporation, GZ., IBM, and others. 0767 Winston, Stephanie. The organized executive. NY: Warner, 344pp, $7.95. Another manual written to help executives manage their time more effectively. 0768 Wit and wisdom of Wall Street. Homewood, IL: Dow Jones-lrwln. A collectlon of quotes--ranging from Woody A11en to Ronald Reagan--concerning the individuals, institutions and ideas of Wall Street. 0769 Wright, N. B. Six conditions necessary to improving productivity. Bus Q (spr)6. The six conditions to improving productivity are commitment to quality, problem-solving techniques to achieve i t , opportunity to use them, leadership, reward, and continuation of the effort through time. With these, an organization can increase i t s productivity and improve i t s quality. 0770 Yates, Douglas. The politics of management. San Francisco: JosseyBass. An account of office politics and i t s role in supervision and management.

PR: NONPROFIT O771 Americans' low business IQ. Nat Bus (Feb)56. Americans remain largely Ignorant of basic factsabout the economy. A national survey of the public's knowledge of business and the economy revealed that the public's knowledge comes from TV, newspapers, radio and magazine. 0772 Kelsey, B i l l . Association communication: the big event press conference. Assn Mgt (Mar)89. Associations often overuse press conferences, which can result in damaged c r e d i b i l i t y and an unprofessional image. A press conference should be called only to announce major news. 0773 Lobenz, Amelia. Problems and opportunities. PRJ (Feb)2g. The author speaks for 42,000 business, trade and professiona| associations when she reports that their members are bound together in common causes but come from different directions. 0774 Logan, Sally. Promoting an institute. IPRARev (Nov)32. A case history of an awardwinnlng public relations program for a not for-profit organization in New Zealand. 0775 McNamee,Mik~ Postal peril: i f Congress k i l l s the nonprofit mail rate, education's postage b i l l may double. Currents (May)8. Author includes ways to lobby effectively against the recommendation by calculating precisely what i t w i l l mean for your own institution and send this specific account to your representatives in Congress. 0776 Wurfel, W. W. Beyondpublicity. PRJ (Feb)26. Examinesthe growth of association public relations beyond the publicity function. Author points out that associations are a big industry serving 173 million individuals and firms. More than 396,000 people work for national associations and are paid $7.8 bil|ion.

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PR: THE PROFESSION 0777 Acharya, L a l i t . Public relations environments. JQ (aut)677. Practitioners assume roles based bn how threatening the environment is to the corporation. The roles are expert-prescriber, problem-solver, communication technician and communication f a c i l i t a t o r . 0778 Awad, J. F. The power of public relations. NY: Praeger, 158pp, $29.95. Principally drawn from speeches mostly written and given during the author's presidency of the Public Relations Society of America. The collection is classified under corporate communications. 0779 Andrews, P. N. The sticky wicket of evaluating public affairs: thoughts about a framework. PA Rev Annual, pp94-105. Lists the goals of public affairs and shows what a well thought-out, planned and executed program can do for a company. 0780 Bernays, E. L. Public relations has i t s own f i e l d to conquer. PRQ (win)5. Bernays speaks for his own generation of the elderly whom he says are growing at twice the rate of the rest of the population, have more descretionary income that they are given credit for, and are a growing market for consumer goods. 0781 Bernstein, Jack. I s PR being hurt by too many women. Ad Age (Jan 27)86. The author deals with the so-called feminization of the profession. 0782 . Merge advertising and PR: pros and cons. Ad Age (May 13)10. The author interviews various advertising and public relations principals involved in the merging of the two functions. Conclusions seem to be that the advantages outweigh the disadvantages especially where clients are concerned. The author writes more on the subject in the June 17 issue. 0783 Blyskal, Jeff & Marie. PR: how the public relations indust~ writes the news. NY: Morrow. An important book for practitioners who like to see themselves as others see them. Mostly negative portrayal and a t t r i butes too much success to practitioners in achieving their objectives and too l i t t l e control by editors over what appears in the media. 0784 Booth, A. L. Who are we? PRJ (Jun)14. Faced with rapid growth and change, public relations firms are finding i t increasingly important to define their own "corporate cultures." The firms feel that they must have a vision or purpose that determines and drives the company's strategy. 0785 Brody, E. W. Antipathy between PR and journalism exaggerated. PR Rev (win)11. In Memphis area sample, media personnel and public relations practitioners show similar values toward and about one another. 0786 . Changing roles and requirements of public relations. PR Rev (win)2Z. TechnoloI1yhasn't had as much effect on the roles of practitioners as some may have thought. Surv~ of large Memphls-area firms shows that they are spending time in planning/ managerial functions rather than technical tasks. The respondents expect the trend to continue. 0787 Brown, D.H. Licensing and certification: I want results. PRQ (fa11)30. Author advocates more sophisticated public relations educational programs and a campaign to communicate the positive results of public relations efforts as the route to status and acceptance over licensing, certification or accreditation.

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0788 Cantor, B I l l . '85 forecast for public relatlons. PRJ (Feb)22. Needed hands-on professional who understand business, research techniques, soclal psychology, trends and the new technology. These are findings of the latest survey of public relations professionals by the author. 0789 Casmir, F. L. Public relatlons: a professional's point of view. IPRA Rev (Aug)24. Author develops an historical and philosophlcal base for modern public relations. 0790 CEO discusses public relations. IPPJ~Rev (Nov)9. A question and answer interview with the CEO of a Dutch multinatlonal company that has gone from low to high profile in public relations. 0791 Connor, R. A. Jr. Client-centered relatlonshlps are marketing tools. Mkt N (Jun 21)30. The most c r i t i c a l mistakes made by service professionals are defined and different techniques to avoid them are discussed. The reasons the mistakes are made are also discussed. 0792 Cottone, Laura & others. Public relations roles and functions by organization. PR Rev (win)29. Senior executives in Midwestern corporations and agencies were asked to rank six major public relations tasks in order of importance. Corporate executives emphasize %ommunicatlons with publlcs. 0793 Crowle, y, Claude. Mana~ng the one-person PR staf~ CW (Aug)30. Stresses controlllng priorities, avoiding professional isolation, maintaining balance and a11owing time to get on the managementteam as problems unique to managing a one-person staf~ 0794 Curran, Josephine. Corporate advertising expenditures• PRJ (Dec)28. Reports that according to six media surveyed, company corporate advertising expenditures in 1984 increased 69.2%, the highest percentage gain in 14 years. One factor which can account for this gain is the increased use of "hybrid ads" or corporateads with a product twist. 0795 . Workshop. PRJ (Apr)23. Contributions include one on choosing an executive recruiter and another on getting the right job in public relations. Also see Don H i l l ' s article on programmed networking in the July issue of Public Relations Journal. 0796 CutIip, S.M & others. Effective pubJic relations, sixth ed. Englewood C l l f f s , NJ: Prentice-Hall, 670pp, $28.95. An authoritative and comprehensive book following In the Cutllp and Center tradition. Features a revised format and up-dated information as well as the addition of a third author, Glen Broom. 0797 D'Arcy, Jan. Public relations: speak for yourself! Life Assn N (0ct)168. The a b i l l t y to establish a winning image and to communicate Ideas effectively helps a person reach desired goals. Words convey information, but feelings, attitudes, physical state, and self-image are telegraphed by voice and body language. A good public Image calls attention to one's real professional qualitles and strengths. 0798 Davidson, J. P. How to cope with your reading overload. CW (Nov)32. Davldson ~ves hints on how to keep up with the flow of information a public relations person must absorb. Decide what information Is useful, and then go through the steps of how to read for thls information. • Masterln~your professlcnal reading. Personnel 9 07g(Jan)4b. Managers in the "Age of Information" face an unprecedented volume of reading material. The a r t i c l e gives suggesltons for getting the most out ofyour reading load. The article describes skimming and scanning, reading at a desk, delegating and other options as methods to improve comprehension and retention.

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0800 deFrejac, J.C. A1ook a t t h e future. IPRARev (Aug)7. Author claims a great future for public relations based on i t s contributions to open communication, meeting public needs and interests, and social marketing. 0801 Dell, V. C. Put i t in writing. Currents (Mar)34. Recommendations are to put eye,thing in writing in transactions with printers. The author t e l l s how to do i t . 0802 Diebold, John. Managinginformation: the challenge and the opportunity. NY: AMA, 131pp, $14.95. Author contends that In order to stay competitive, American business must develop comprehensive plans for managing information. 0803 Dozier, D. M. P1annlng and evaluation in PR practice. PR Rev (sum)17. Pseudo-plannlngand pseudo-evaluation do l l t t l e to advance PR as an emerging profession. Foundations that support PR should pursue a strategic plan to stimulate the evolution of true plannlng and evaluation practlces. 0804 & G. M. Broom. Advancementfor PR models. PR Rev (spr)~l. Study determined that advancement in PR Is "a function of the practitioner's gender and role In the profession. Salary differences for men and women remain significant. 0805 Excellencein communication 1985: Gold Quill winners and communication highlights of the year. CW (Jun/JuI)insert. 0806 Fox, K.F.A. & B.J. Calder. The r i g h t kind of business advocacy. Bus H (Jan/Feb)7. The authors describe business advocacy campaigns that have joined with product promotion and corporate image-buildlng campaigns as means of influencing public attitudes and actions. 0807 Griffin, S. M. Gold Quill case study. CW (Jun/Jul)70. First In a series of case studies of Gold Quill winners. These are the top awards by the International Association of Business Communicators for distinguished achievement for a variety of forms and formats in communication. 0808 H i l l , Don. Programmed networking. PRJ (Jul)26. A job-changlng system for senior-level public relations professionals is explored. The system consists of three steps: (1) prepare a 'gross l l s t ' of contacts, (2) contact the people on your 'gross l l s t ' systematically, and (3) maintain your rapport l l s t . 0809 Hockad~y, I. O. Jr. Journalists and businessmen have a l o t In common. VS (Feb I)244. A talk about what businessmen and journalists have in common such as mutual distrust, dislike and fear on the part of the public. 0810 ffollister, Peter. Audit your public relations for Impact. Currents (Sep)32. The author makes a case for an audit and then offers an eightpoint guide for conducting one. 0811 Hopkins, E.M. An examination of public relations training of constant and professlonal staff of YMCAs in the United States. Unpub. thesis (Ball State). Investigation of the extent to which YMCAsIncorporate public relations s k i l l s and corporate mission statements into training employees. 0812 Jackson, Patrick. Tomorrow's public relatlons. PP,J (Mar)24. Author calls for continued education In organizational development, policy, diplomacy, arbitration, learnlng theories, visual and graphic media of communication, systems dynamics, strategic planning and futures forecasting. 0813 Leahlgh, A.K. Marketing communications: i f you can't count i t , does I t count? PRQ (win)23. Shows how to quantify results. Author discusses

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three levels of measurement by messages transmitted, messages received and messages acted upon. 0814 Lesly, Philip- The future of public relations. IPRARev (Feb)13. Author makes a case for the focus of management from production, d i s t r i bution and finances to social issues. 0816 Levitt, Lee. Public relations as a source of power. PR Rev (fall)3. Many social and political scientists feel public relations practitioners have significant power to change attitudes and opinions. Author maintains that those observers have failed to f u l l y recognize the restraints of media "gatekeepers" on practitioners. 0816 Miller, Renee. Big mistakes PR agencies mak~ PRQ (spr)15. The author l i s t s and elaborates on the mistakes agencies make based on her experiences and feedback from clients and the media. 0817 Moore, H. F. & F. B. Kalupa. Public relations: principles, cases and problems, gth ed. Homewood, IL: Irwin, 647pp, $30.95. Another introductory text to join many others. Each has i t s strengths over the others. This has more updated cases, more emphasis on oral and visual communication and special events. 0818 Neubert, Robert. How to make i t on your own. CW (Aug)33. Case histories of practitioners who opened up their own public relations firms and succeeded. 0819 Newsom, Douglas & Alan Scott. This is PR: the realities of public relations, 3rd ed. Belmont, CA: Wadsworth, 518pp, $22.50. Updated edition of a popular text and guide to practice of public relations for students and novice practitioners alike. 0820 No secrets. San Francisco: IABC, $40. A case book containing 120 Gold Quill case histories. Gold Quill Awards are presented by the International Association of Business Communicators for distinguished achievements in a variety of forms and formats in communication. 0821 Offering money-back guarantees. Bus Mkt (Nov)58. PR agency designs a package deal so clients pay only for measurable results. As public relations tools, talk shows are used to provide instant exposure and give endorsements to companies or products. 0822 Olasky, Marvin. A reappraisal of 19th-century public relations. PR Rev (spr)3. Scholars of 19th-century public relations have overlooked the importance of grassroots efforts by non-professlonals. Public relations early in the lgth century was characterized by decentrallzation and volunteerism in contrast to today's professionalism. 0823 . Public relations vs. private enterprise: an enlightening history which raises some basic questions. PRQ (wln)6. Examines the evolution of modern public relations from the lgth century railroad barons to the present. He is pesslmls~Ic in his view that public relations interest in public interest has improved significantly. 0824 . Roots of modern public relations: the Bernays doctrl~e. PRQ {spr)25. Analysis of the writings and speeches of the father of modern public relations that shows Bernays, in his 90s s t i l l far ahead of the mainstream of professional thought. 0825 Peacock, W. E. Corporate combat. NY: Facts on File, 169pp, $19.95. According to the author, board rooms and executive suites are war rooms where battle strategies are planned and orders ~ven. Peacock cites analogies between military engagements and corporate cases. 0826 Phalon, Richard. A Japanese setback. Forbes (Oct 7)110. Although the author's news peg is Dentsu's profits, he uses the cover to give an historical perspective of the world's largest advertising agency. Also

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describes the differences between advertising in Japan and the United States. 0827 Phillips, C. S. Secrets of successful public relations: an insider's guide to the strategies and techniques that work today. Englewood Cliffs, NJ: Prentlce-Hall. A guide to helping the practitioner understand the changing nature of the profession and its increasingly important role. 0828 Pollcano, Christopher. Back from obscurity. PRJ (Sep)11. A detailed look at two public relations campaigns. Both were designed to bring public attention to two well-known characters, Bozo the Clown and Big Boy, a restaurant chain symbol. 0829 Profile of the month. CW. A review of communication/public relations departments at leading international organizations: Atlantic Richfield, January; Intel, February; Amtrack, March; Campbells, April; Siemans Capital Corporation, May; and BP North America, August. 0830 Schneider, L. A. The role of public relations in four organizational types. Jq (aut)567. Study finds vast differences of public relations role. The roles are classified by the traditional, mechanical, organic, and mixed. 0831 Shaffer, Wilhem. How to develop PR programs for high-tech clients. PRQ (fall)6. Author shows i t is possible to work for high-tech clients from a liberal arts or communications background. Engineers and public relations practitioners share a common ground in curiosity about the world, and admiration for the written word. 0832 Wilcox, D. L. & others. Public relations strategies and tactics. NY: Harper, 645pp. Latest entry into a crowded beginners public relations textbook field. An excellent overview and rich in detail, l i s t s and minicases.

PR: P U B L I C S

0833 Fannin, R. The greening of the maturity market. Mkt & Med Dec (Mar)72. Author warns marketers to target the over-55 age group which w i l l represent one in every four Americans by the year 2000. The 5B-plus crowd is beginning to look like the YUPPIE stereotype: interested in fitness, nutrition, travel, recreation and other forms of adventure. 0834 Fisher, Maria. The last YUPPIE storyyou w i l l ever have to read. Forbes (Feb 25)134. The most remarkable marketing fact about the baby boomers, 40 million Americans conceived between 1950 and 1960, is that they are spending the same fraction of their incomes on goods and services as their parents, and that they leave school with a debt that w i l l take many years to pay. 0835 On target: psycho-sell looks to the future. Mgt Rev (Jan)63. The American consumer of the mid-90s w i l l be more inner-dlrected, societally conscious achievers, and part of a growing counter-culture movement. 0836 Perspective: the image-makers. Mgt Rev (Jan)63. Predicts what the American consumer culture w i l l be through the mld-90s and how to reach the consumer into the next decade. 0837 Reitman, J. Keeping an eye on media habits. Mkt & Med Dec (Jul)128. Author advocates studying media habits of target audiences before making decisions on ad placements. Can be just as true for public information campaigns.

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PR: Publics

0838 Rossman, Parker. The network family. Futurist (Dec)19. A future kind of family has been emerging almost unnoticed by most people. This new "network-supported family" exists in functional forms that are deliberately created to help enrich l i f e and solve many types of problems caused by the decline of old kinds of extended and nuclear families. 0839 Sudman, S. Efficient screening methods for the sampling of geographi c a l l y clustered special populations. J Mkt Res (Feb)20. Special populatlons which may be important publics are subgroups of a general population for which no complete l i s t exists. 0840 Townsend, Beckley. Psychographic g l i t t e r and gold. Am Demo (Nov)22. Psychographics, the study of life=styles, is done to predict market behavior. I t can also help predict how different groups or publics w i l l respond to certain messagesand which media w i l l be most effective in carrying the messageto the target audience. 0841 Zoth, Ed. Thinking psychographically. PRJ (May)27. Lifestyle research is being used increasingly by public relations professionals to learn more about their target publics. American society has become more fragmented and as a result people are much less predictable.

PR: SCIlOOLS , ~ D COLLEGES 0842 Berkowitz, D. A. Readerpreference for magazine and tabloid versions of Old Oregon, publication of the University of Oregon. Unpub. thesis (Oregon}. The university's publication for alumni and friends is produced in two formats: magazineand tabloid. Information was collected through a mail survey to a random sample of the mailing l i s t . 0843 Boxx, D. R. Be prepared. Currents (Jun)28. Well-illustrated a r t i c l e with recommendations for posturing for maximumeffect when being interviewed on television. Directed to appearances by university presidents. 0844 Cattermole, J. & N. Robinson. Effective home/school communication. Phi Delta Kappan (Sep)48. A survey of 215 parents of students in elementary or secondary schools in Abbotsford, British Columbia, revealed how parents received information about the schools) how they preferred to receive such information, what information dissemination methods they f e l t were most effective, and the extent to which they wished to be informed. 0845 Chamberlain, P. E. That special something. Currents (Jul/Aug)14. How to conduct an identity program for your university. The author offers a framework to identify and showcase the institution's uniqueness. 0846 Chewning, P. B. What's on their minds? Currents (Jul/Aug)30. Report on research of the attitudes of alumni donors to flnd out what they think and why they give. Results are from a comprehensive nationwide survey sponsored by 11 higher education associations. 0847 Collins, W. R. What's wrong with alumni periodicals. Currents. (Jun)34. Author faults alumni periodicals for poor and colorless w r i t ing, timid presentations, unimaginative topics, and overall unplanned, haphazard packaging. Provides examples and i11ustrations of periodicals which are not aro, of the above. 0848 Course for business people. WJR (0ct)12. An account of how Pennsylvania's Carnegie-Me]]on University offers a course to business executives, professors and administrators on how to handle the press. 0849 Crlscuolo, N. P. A l i t t l e PR goes a long way. Prlncipal (Jan)33. Author suggests several techniques princlpals can use to increase media

141

PR: Schools

and Colleges

coverage and public knowledge of the positive side of local educational

developments.

0850 D'Agostino, J. S. It's academic. Currents (0ct)22. How to set up alumni chapters with the help of faculty and deans. 0851 Dehne, G.C. Admissions needs you. Currents (Mar)28. An argument for university relations offices to give high p r i o r i t y to public relations campaigns to recruit students. 0852 Dennis, L. B. Bridging the gap between corporate public affairs and academia. VS (Oct 1)758. Less public affairs is being practiced across corporate America. Staff reductions in major corporations in public affairs are c r i t i c a l warning signals relevant to the future of the profession. 0853 E11ison, Bonnie. Involve your total school staff in public relations. J Educ PR (spr)4. Effective school public relations programs begin with an employee relations network. Author includes a survey form to be used as a follow-up to new teacher orientation sessions and recommendations on involving teachers in the school's public relations function. 0854 Gilbert, H. R. Keep 'em learning. Currents (Jun)42. How to conduct a continuing education program for alumni. Article is based on a survey of universities and colleges that sponsor seminars and courses for their alumni. A total of 57 of 327 institutions surveyed had such programs. 0855 Goldgehn, L. A. Audit your marketing program for success. Currents (Sep)37. Author recommends an analysis of the university's strengths, weaknesses and needs before trying to attract and serve students. 0856 Gupta, Bimanee. May I have the envelope, please? Currents (Mar)20. A survey of presentations to feature the most innovatlve on collage campuses throughout the country. Plaques and certificates are out and mementos are in. 0857 Harris, M. & S. Heitman. Springboard to success. Currents (May)41. A case history of the public relations program at the University of Southern Call fornia. 0858 Hiebert, R. E. A matter of opinion. Currents (Feb)38. Author shows education how to make i t s case convincing in an increasingly competitive society. He advises getting thoroughly familiar with the audience and strongly held opinions. I t is easier to form new opinions and to change the opinions that are In an open mind, than to change opinions that are firmly held. 0859 Hilton, Jack. Be yourself: and nine other rules for university presidents who want to stay cooi under the hot lights. Currents (Jun)31. Other rules are to be likable, prepared, enthusiastic, specific, correct, anecdotal, and an attentive listenep. Also see article by Boxx on being prepared. 0860 James, A.A. A method for identifying effective messages for university recruitment communication strategies. Unpub. thesis (Tennessee at Knoxville). Components of a recruiting program were identified as Important in the following order: academicstandards, strong program in student's choice, being the f i r s t choice, pleasant surroundings, opportunlty for Individual freedom, meeting new people, and extracurrlcular activities. 0861 Johnson, PhI1ip. Two for the price of one. Currents (Feb)30. The case history of State University of New York's experience with hiring two formerAP fellow workers to share one position In the university's news bureau.

542

PR: Schools and Colleges

0862 Julian, J. V. Issues and answers. Currents (Feb)20. Case history of Syracuse University's educational programs for alumni which feature dlscussion of serious issues. 0863 Mohnke, M.S. A study of the importance presidents of publlc communi t y colleges in 15 midwestern states place on public relations. Unpub thesis (Missouri). Presidents were surveyed for their attitudes regarding the relative Importance of the various components of public relations. The study found that presidents valued communication and action, research and fact finding, evaluation of results and planning and programming, in that order. 0864 Myrlnx, E. M. On target: how targeting communication helps one unlversityorganlze an international club network. Currents (Feb)25. Carnegle-Mellon develops a multi-media program, with specific media assigned to different levels of alumni interest and activity. 0865 McNamee, Mike. The tax threat. Currents (Feb)6. W~ educators see tax reform as detrimental to education. New tax code weakens incentives for corporate and personal giving. Universities have been the biggest benefactors of such giving. 0866 Nebgen, M.K. Marketing and the management of public schools: borrowing from business. J Educ PR (sum)20. Offers some practical suggestions for developing and implementing a marketing plan for pubic school systems. 0867 Nes, S. L. An analysis of college public relations officers' functions. Unpub. thesis (South Carolina). This study attempted to define the role of American college public relations officers by determining which function they are prlmarlly responsible for and belleve they should be responsible. 0868 Parents programs: special focus. Currents (Jun) Five In-depth articles on how to involve parents, and even grandparents, in the affairs of a university while the children are attending the college. 0869 Pendel, Mary. BeyondGallup. Currents (Sep)40. Author describes the value and l i m i t s of alumni surveys, and how to use them. 0870 Reichley, R.A. Father Greeley's Gem. Currents (Jul/Aug)lO. Report of a study why people support higher education institutions was applied by Brown University to raise funds from i t s alumni. 0871 P~yan, C. J. & Thomas Nesterak. The case for cable. Currents (Feb)35. A case history of how one community college uses student-produced shows on cable to cement community and government relatlons. 0872 Schreck, T. C, Yesterday'sstudents, today's donors. Currents (Jul/ Aug)27. Recommendations on how to make donors out of alumni. For his article, the author identified major alumni contributors to the Indiana University Foundation from graduating classes between 1949 and 1975. 0873 Smlth, V.O. A s t a r i s born. Currents (Jan)t4. Acasehlstory of one college's attempt to make a promotional fllm. Skldmore's director of public affairs believes the planning pre-productlon stage Is cruclal to the success of the venture. 0874 Thompson, John & Edgar Gasteiger. Environmental attitude survey of university students: 1971 vs. 1981. J Env Educ (fall)13. A survey contrasting student perceptions on environmental/energy questions of 1971 wlth 1981 shows significant differences in that 1981 students are moving in the direction of a more materialistic l i f e s t y l e with less concern for environmental/energy issues. 0875 Winauer, H. The people business. Sch Bus Off (0ct)51. Schools are In the business of dealing wlth people. This article stresses the Impor-

143

PR: Schools and Colleges

tance of good communication in education. Direct contact is the best motivator in schools. 0876 Willmer, W. K. A large view of small colleges. Currents (Jul/Aug)18. Report of the findings of a survey of colleges with enrollments up to 2,500 to collect information on how they raise money and the changes since a survey eight years earller. Includes tables of costs.

PR: S P E C I A L E ~ f S 0877 Albro, K. M. The special events boom: the practitioner's role. Unpub. thesis (Ball State). More than 6700 public relations practitioners were surveyed. Respondents had seen an increase in special events programming but a lack of literature and written guidance. 0878 Austin, B. D. A stucLy of the early communications strategy for Expo 86. Unpub. thesis (Oregon). Early communications for Vancouver's 1986 Exposition on transportation and communications centered on projecting a world-class image. Communications had to reassure British Columbians of Expo's financial v i a b i l i t y in d i f f i c u l t economic times. 0879 Blank, J . J . Business and the public. Mgt Rev (Dec)24. In the wake of decentralized education and reduced public and government support, communities are putting out the welcome mat to businesses as never before. The author offers minicases of ways business and schools have combined resources and expertise for their mutual benefit. 0880 Burke, J. C. The academic-business partnership. VS (Dec 15)148. The speaker assesses the pros and cons of academic-buslness partnership in research. The benefits are obvious. Higher education is the seat of new knowledge and the source of trained technicians and educated professionals. The barriers are that academia and business have different purposes and p r i o r i t i e s . 0881 Calloway, Wendy. Creating impact with hands-on exhibits. Mkt Comm (Nov)SS. For an exhibit to be effective, i t must a11ow visitors to participate and have the opportunity to make a discovery for themselves, mary people come to trade shows to learn and by providing hands-on equipment the product or service w i l l have a better chance of being committed to a customers' long term memory. 0882 Campbe11, R. C. How to tap markets with trade shows. PRJ (Sep)34. The public relations practitioner can provide a coordinated approach, to weave marLY activities into a f u l l trade show program. 0883 Chrisman, Christine. Four steps for successful interaction. Mkt Comm (Nov)62. There are four k ~ parts=in creating an effective exhibit for tradeshows. The four steps are listed and explained in thls article. 0884 Cohen, Edie. A11-Americanpicnic equals fun for 4,000. Chi Trib (Jul 17)7:2. The f i r s t 'picnic plus" was a successful special event benefit for the Hinsdale CommunltyHouse held on McDonald's corporate campus In Oak Brook. Special attractions were Chicago sports super stars. 0885 Corbett, W. J. Special events. IPRARev (Nov)48. A case history of the special events series of programs of Avon Products to establlsh the company as upscale In an expanding market. 0886 Dixon, D. R. Research in sports marketing. Mkt Coms (Sep)7g. A growing number of companies have recognized that their products' Image can be enhanced by tying i t to a sporting event. A sports promotion pro discusses what to look for before taking the leap into sports sponsorship.

PR: Special Events

0887 Doriot, Darlene. Gold mettle. Currents (MAY)44. Case history of how UCLA generated the greatest possible positive coverage out of i t s cooperation with the Olympics Committee. 0888 Goldblatt, Joe. How to produce special events. PRJ (Jun)35. Entertainment events are the best type of special events, because of their sensory appeal. When researching and designing entertainment events, demographics and psychographlcs of the target audience must be considered. Several guidelines are given for setting up the event. 0889 Loykovlch, Joan. Special events in the '80s: a case for marketing approach. Fund Raising Mgt (Jan)26. A nonprofit organization's special event in the 1980s is a leisure a c t i v i t y involving social participation that occurs within a specified time frame. Special events combine s k i l l s from public relations and development; various aspects of marketing are especially useful in the strategic planning of special events. 0890 Lundeen, R. W. A threat to innovation and risk-taking. Dir & Bds (spr)28. Unless corporate leaders take steps to help the pubic accurately perceive risks in the industrial world, the public's misunderstanding of industrial hazards w i l l generate attempts to eliminate risk. To provide the media with proper information, industrial leaders should take the lead in communication, volunteer information, and emphasizing their accessibility. 0891 Mehlman, Steve. Breaking the ice. PRJ (May)17. A volunteer public relations effort mounted by die-hard hockey fans not only helped Washington, DC, keep i t s NHL franchise, but precipitated a turnaround in the team's fortune. 0892 Peck, David. Tips for exceptional exhibits. CW (Mar)lO. Simply a l i s t of tips for attracting attention to trade exhibits with ve~ brief explanation and a page of illustrations of model exhibits.

PUBLICATION ~ L ~ A G F ~ I E ~ I ~ 0893 Berkowitz, Dan. A quick solution for a good-looking magazine. CW (Feb)15. The author recommends a grid approach to designing the pages of a magazine. In the grid, pages are divided into fourths and each column into boxes of equal size and length. Copy and art can be placed in multiples of the grid. 0894 Crespy, Lynne. An audience analysis approach to the function and purpose of c i t y magazines: a look at subscribers to Third Coast, a c i t y magazine published in Austin, Texas. Unpub. thesis (Texas at Austin). This study was done to determine subs;riber reading preferences. Survey responses showed preferences f o r hard news as a group, and individual preferences for soft news. 0895 Lessons learned from launches. Folio (M~)88. A candid look at twelve successful and not-so-successful founders of magazines. The twelve men talk about t h e i r failtngs and achievements. Valuable insights to would-be publishers are also offered. 0896 Haler, S. A. A study of the effects of localized employee publication. Unpub. thesis (Northern I l l i n o i s ) . The study found that employees of this large r e t a i l outlet valued t h e i r company publication, and t h e i r attitudes toward the company correlated p o s i t i v e l y with local information in the publication. 0897 HcKamy, Kent. Getting the most out of public relations. Folio (Jul)93. This a r t i c l e t e l l s how publishers have realized the importance

145

Publication Management

of PR to magazines. A few examples of imaginative PR are given. An analysis is made of how publlcrelations was used to the advantage of the magazine. 0898 Orman, Dave. Atlantic Richfleld's "typos-to-go" program. CW (May)28. The compa~ rewards each staff member when a goal of publishing 40,000 words without a typographical error is reached. 0899 Pickens, J. E. The ABCs of printing for managers. Mgt W (Jul/Aug)32. More than a manager needs to know about producing a publication in managing the production process. 0900 Rosen, Daniel. An editorial snapshot of 15 customer magazines. CW (Mar)15. The trend In publishing customer magazines is expanding. The author offers several case histories of Fortune 500 companies that produce them and why thw believe i t is worth the effort and the expense. 0901 Rottenberg, Dan. Nattering nabobs of narcissism. Quill (Nov)34. Publishers have a new formula for wealth, according to the author. I t is to feed the egos of their readers with stories about themselves and celebrities. I t is the old personal journalism including surveys that t e l l readers what their views are collectively about any subject. 0902 Stepp, C. S. Looking out for #1: magazinesthat celebrate success. WJR (Nov)41. The author profiles successful magazines. He attributes their success to 'Dynasty' themes;" thw range from celebrating simple successes to spectacular successes. 0903 Tracking the boom in local business journalism. Bus Mkt (Oct)116. Business journals are the newest thing in the world of local journalism. These local newspapers and magazines are designed specifically for their own business communities. 0904 True confessions. Currents (Oct)6. Award-winning editors confess their most embarrassing moments with typos, misprints, ambiguous headlines, and misbegotten photos. The a r t i c l e is a humorous account of personal experiences with mistakes. 0905 White, J. V. Crystal-clear communication. Folio (Dec)97. A "before and after"look at why effective communication depends on a strong partnership between editors and designers. 0906 Winkleman, Michael. Post-modern magazines. PRJ (Mar)24. Corporate publications are becoming more splashy to compete with more "visually sophisticated media." They must be more colorful and attention-getting to pull the reader in and get readers interested.

REFERF~CES 0907 Bacon's media alerts. Chicago: Bacon's Pub. Co., 507pp, $140. This directoryalerts practitioners regarding speclal Issues and themes that w i l l be covered by newspapers and magazines. Thls can help the practitioner target information more accurately. Price includes updates. 0908 Close, A. C. National directory of corporate public affairs '85. Washington, DC: ColumbiaBks., 491pp, $50. Profiles corporate public affairs functions. I t is divided into two main sections: an alphabetized l i s t i n g of 1500 firms with corporate affairs programs and a l i s t i n g by corporate public affairs officers. I t also contains a summary of each company's business, objectives and philanthropic focus. 0909 Calabrese, Teri. ed. The corporate 1000. Washington, DC: Washington Monitor, 604pp, $59.95. A directory to the people who run the nation's leading 1,000 corporations, thls f i r s t edition l i s t s each c o t -

146

References

poration alphabetically with complete information. Each corporation is also llsted by indust~. 0910 Daniells, L. M. Business information sources. Berkeley, CA: Univ. of Cali~ Press, 673pp, $35. An update of a guide to business publications including periodicals, books, brochures, bibliographies, dictionaries and l i s t s of organizations. 0911 Hudson's Washington news media contacts d i r e c t o r , annual edition. Rhinebeck, NY: Hudson's Director, $90, including 3 quarterly updates. Contains complete information needed to contact 3,700 news outlets and nearly 4,000 correspondents and editors. 0912 Newsletter yearbook director"j, 5th ed. Rhlnebeck, NY: Newsletter Clearinghouse, 334pp, $60. Lists over 2700 subscription newsletters worldwlde. Listed by subject with publishers and addresses, and additional information about the newsletters. 0913 Walker, Albert. Public relations bibliography. 13th edition 1984. PR Rev (win)64. Includes t i t l e s from more than 180 perlodicals published in 1984, with most of the literature continuing to center on communication, media relations, and writing techniques. Also includes books, theses, and dissertations. 0914 Welner, Richard. Professlona1's guide to public relations services. NY: PR Pub., 534pp, 490. Complete information on professionals who are available for specialized public relations services. 0915 Wi111ams, R. V. Yea could look i t up: referencesfor business reporters. WJR (Aug)49. Author l i s t s several pages of sources of business information. Although written for the business reporter, a copy of the sources would be helpful to practitioners as we11.

RESEARCll 0916 ARF seminar examines media research tools. Bdst (Dec 23)63. The electronic media and research technologies with emphasis on the people meter, dominated discussion during a two-day workshop of the Advertising Research Foundation. The people meter is an electronic device to monitor audi ence reactions. 0917 Bonoma, Thomas. Case research in marketing: opportunities, problems, and a process. J Mkt Res (May)199. A brief histo~ of marketing research is presented. Caseresearch is explored as a useful research method and is compared to other methods of research. The author presents a detailed process to follow when doing this type of research. 0918 Cline, Carolyn & L. Mase1-Walters. ,Backlash: the impact of a video case study on opinions of AT&T. PR Rev (fa11)39. Study concludes that public relations efforts relying on cognitive design strategy m~ rebound i f negative feelings are aroused among uncommitted viewers. 0919 Cochran, L. R. How to manage creative people: a review of the literature. PRQ (Mar)6. Report of a survey of scholars and theorists on how to ~nage creative people. First requirement is an environment which encourages free expresslon of ideas at odds with the norm. 0920 Culbertson, H. M. & G. A. Stempel I l l . Linking beliefs and public relations effects. PR Res & Educ (sum)23. Findings of a study of linkage among attitudes held, linked objects and linked object evaluation. The findings show that there is a positive correlatlon between the degree of attitude and the global assessment of linkage slmilarity.

147

Research

0921 Denbow, C. J. & H. M. Culbertson. Linkage, beliefs and diagnosing an image. PR Rev (spr)29. An application of associationist attitude theo~ to diagnose the public image of an osteopathic medical c l i n i c in Ohio. This theory maintains that attitudes are derived from linked beliefs. 0922 Ford, Vikki. The state of-public relations in academic libraries. Co11 & Res Lib (Sep)395. Presents results of survey of 48 academic l i b r a ~ directors on use and effectiveness of public relations programs. 0923 Galaskiewicz, Joseph. Professional networks and the institutionalization of a single mindset. Am Soc Rev (0ct)639. Examinescorrelations between job status, professional associations and proximity in the professional network and effect on the knowledge and evaluation of corporate officers. 0924 Goyder, John. Face-to-face interview is significantly greater at the start, but over time, marked questionnaire response rate ends up highe~ Mailed questionnaires tend to keep being returned even after the deadline is passed. 0925 Greyser, Stephen. Research-managementpartnership proves best. Ad Age (Nov 14)34. Researchis most effective in a publlc relations-management relationship by enabling the partners to understand each other and their target audiences. 0926 Huey, John. What's on a 6-yr old's mlnd: TV shows, TV ads, TV stars? WSJ (Jan 16)31. Creative Research Association Inc. of Chicago conducted a survey among a class of 2,000 6-yr olds. The survey suggested that these kids were spoiled kids of the eighties. Children could remember all of the commercial logos. Each child averaged 27-28 hours a week of watching television. 0927 Lesly, Phllip. Measuring effectiveness of public relations. IPRARev (Aug)12. Author urges caution in attempts to measure progress and avoid temptation to be superficial. The author identifies six measurement levels, the advantages and l i m l t s of each. 0928 Levy, R. N. What wealthy people want to read. CW (Jan)15. The author points to research which shows that targeted subjects and the right approach are welcomed editorial copy for suburban newspapers and the press reaches the affluent audience. This audience also is found to read suburban newspapers more intensely than they do the urban newspapers. 0929 Luttrell, R. C. A proflle of characteristics of cable television viewers and cable's diffusion in the Norman, Oklahoma, market. Unpub. thesis (Oklahoma). Three hundred respondents were surveyed by telephone. They were asked whether or not they were subscribers to cable TV, and about media usage, travel, innovatlve behavior, purchases and demographics. The study found a positive correlation between cable TV usage and higher incomes education and innovation. 0930 Major, Maw. Attention and prominence in the agenda-setting process: a panel survey of community issues and newspaper presentation variables in 10 Florida communities. Unpub. thesis (Florida). Agenda-setting by newspapers and influencing the salience of issues were not supported by this study except in the smallest communities. 0931 M~er, Philip. The newspaper survival book: An editor's guide to marketing research. Bloomington, IN: Indiana Univ. Press, 186pp, $16. This book informs publishers what kinds of questions to ask and how the research process works to flnd out who is reading their newspapers, what they are reading, how much of i t is being read, and whY. Might be helpful to public relations practitioners for the same reasons.

148

Research

0932 Myers, J.G. The quest for questions. Currents (Jul/Aug)42. The author asked 56 development officers and educators what their research needs were. This gave prospective researchers some excellent research ideas. 0933 Nash, K.A. Interest value of three methods of televlsion news story presentation as selectively related to content and demographics. Unpub. thesis (Iowa State). This study tested interest in a news story by members of a young, we11-educated and upwardly mobile audience with the way a story was presented visually. 0934 Norris, C.A. Readership survey of American Nursery magazine. Unpub. thesis (Indiana). American Nurseryman is the leading magazine of the nursery industry. The research questlon was "What distinguishes a frequent reader from an infrequent reader?" 0935 Reitman, Judith. The highs and lows of Nielsen Homevideo Index. Mkt & Med Dec (Nov)84. Nielsen Homevideo Index is a measuring service designed to research the complexities of media technologies for media users. NHI offers a wide range of research from syndicated studies and custom surveys. However, some complain that the market has gotten too complex for NHI to manage. 0936 Rogers, J. C. How to conduct responsible In-house research. Folio (Sep)102. Slx basic steps are given to guide you to accurate research. How these w i l l help in declslon-maklng and how they provide important marketing information. 0937 Segal, Madhav & FIrooz Hekmat. Randomd i g i t dialing: a comparison of methods. J Ad(4)36. A study of the current methods used In telephone surveys for marketing and advertising research. A comparison between the random-digit-dialing and voluntary l i s t i n g is made. 0938 Smith, T. W. The polls: America's most important problems--part 1: national and Internatlona1. POQ (sum)264. One of George Gallup's greatest achievements was to build up a time series of important questions by replicating them over time. The most important problem reveals major s h i f t in public concerns over the last five decades. 0939 Spicer, S.R. Effectiveness of a f i r e department public information campaign. Unpub. thesis (Maryland). The study provides insight Into types of publics responding to a publlc information campaign on auxiliary heating systems and smoke detectors. 0940 Taking the measure of the People Meter. Mkt & Med Dec (Aug)62. People Meters are electronic devices by which individuals record what they are viewing by touching numbered buttons on a portable handset. Each member of the household is assigned a specific number with special numbers for guests. The People Meter, has a monitor which sits on the TV set and at intervals lights up to remind the viewers to punch the correct button on their handset monitor. 0941 Traub, James. The world according to Neilsen. Channels (Jan/Feb)26. A report of fundingby Nielsen that breaks down television programs by classes of audiences. Research reveals that programs appeal to audience types by income, region, county size, weather, season, time of day. 0942 Welnberg, Steve. The paper t r a i l : how to dig into documents. WJR (Aug)t0. To produce more accurate, better stories once must learn how to u t i l i z e documents. Those skillfu1 at following paper t r a i l s can get almost any document i f the document exists.

149

Writing Techniques

W R ~ X G TEC~LXIQUES 0943 Annett, C. H. J. Tech Writing & Comm (2) 175. Technical editing Is a d i f f i c u l t job and can cause bad feelings between the author and the editor. To help the editor prevent this, 11 guidelines are presented for developing a good style of communication. These guidelines can make the editorial process more pleasant for both the author and the editor. 0944 Bernhardt, S. A. J. Tech Writing & Comm (2)163. The author argues that scientific writing has conventions of personalitywhich are rhetorically constrained. 0946 Bugeja, M. Not one, not two, but 2,000 salable article ideas a year. WD (0ct)38. A successful author of trade journal articles offers a case history of the sources he uses to generate ideas as well as fleshing them out into full-blown articles. 0946 Campbell, M. E. & R. Hollman. ABC = Auditing business communications. Bus H (Sep/Oct)60. The authors present the ABCs of achieving the goal of readability of policies, invoices, letters or contracts. They recommend an audit to help the business produce clear communication. 0947 Clark, R. P. As good as their words--common qualities of superior writers. WJR (Feb)46. Clark dwells on journalistic writing but hls points are good advice for public relations also. He asks a veteran reporter for tips. They Include seeing the world as a storehouse of Ideas and developing your own Ideas. 0948 Craig, W. W. Renderunto authors that which they truly said. CW (Feb)31. The author urges using quotes accurately instead of misquoting the author of the quote. The author believes this would protect the communicator's c r e d i b i l i t y among the more knowledgeable in the audience. 0949 Hensley, D. E. Down to cases. WD (Dec). A freelance writer who writes case histories explains how you can p r o f l t b y w r i t i n g and selling articles that are important to trade and professional publications. 0950 Hunter, Thomas. A PuIitizer prizewinner discusses Interviewing. CW (Apr)12. Veteran reporter for the New York Times Is interviewed on the subject of interviewing. She uses blographical questions to help the interviewer relax and relies on her memory rather than writing I t down when the Interviewer discusses heavy, controversial subjects. 0951 lyasere, M. M. J Tech Writing & Comm (3)259. The renewed emphasis on communication s k i l l s has caused an increased enrollment in technical writing courses from students who wouldn't normally enroll In an upperdivision writing course. 0952 Jacobi, Pete~ The basics of good writing. Folio (Jun)98. The dos and don'ts of writing editorials to make them creatlve, interesting, and challenging. There's no shortage of editorial Ideas. Folio 095~MaY)112. The author explores the creative process of finding ideas and issues for editorials. 0954 Joseph, Buck. Business writers block. Sup Mgt (0ct)25. Discusses causes and effects of writer's block and how to overcome i t with putting purpose In the writing, visualizing the audience, setting goals and time l i m i t s , and creating a productive environment for writing. 0955 Latin, J.A. 16 ways to strengthen your promotion writing. Folio (Mar)86. 16 rules are provided to help strengthen your promotion writing to keep i t fresh and creative. Someof the rules are: write the way you talk, personalize your message, and don't exaggerate.

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0956 Lewis, H.G. Words, words, words: copywriter's arsenal. Dir Mkt (Feb)82. The use of the correct words is ve~ important to copywriters. Twenty random tips are given on how to use words to capture the reader's Interest. 0957 Matthews, Downs. Write for Pesults, not style. CW (0ct)26. Describes how a person must write to be a business communicator. One must work with management to write in a style that is readable, l i t e r a t e , and believable. The a r t i c l e goes on to l l s t dos and don'ts for business writers. 0958 Metz, William. News writing: from lead to 30, 2nd ed. Englewood C l i f f s , N3: P-H, 374pp, $19.95. This edition has revised and expanded chapters on 'language pollution' and 'precision and polish,' updating uses and misuses of the language. There is a chapter on sexism and one on press law, updated. 0959 Newsom, Doug & J. A. Wolbert. Media writing: newsfor the mass media. Belmont, CA: Wadsworth, 437pp. Basically a text covering ways to write and report in a l l media, with examples. 0960 Olson, G. A. & others. Style and readability in business writing: a sentence-comblning approach. NY: RandomHouse, 212pp. The aim of this book Is to improve the c l a r i t y of writing through use of effective techniques of combining sentences. Sentences are combined in a variety of ways. 0961 Pierson, R.M. Excessivewordiness. WD(Mar)17. Whenyou say in five words what you could just as well say in two, you risk boring--and Ioslng--your readers. You also i n v i t e rejection slips, especially i f editorial space is limited. Pierson gives causes of wordiness and some tips on how to avoid i t . 0962 . Set a spell. WD (Apr)20. Spelling is a writer's responsibility and with a l i t t l e effort, anyone can spell correctly. Some misspellings are 'careless errors.' Thereare typos or confusing words l l k e you and your. A writer must learn to proofread better. A spe]llng handbook is helpful. 0963 Raphel, Murray. Ten things to remember in writing a good headline. Dir Mkt (0ct)238. Explains ten reasons why people read headlines and how to develop headlines from these reasons. 0964 Robbins, L. M. The business of writing and speaking. NY: McGrawH i l l , 223pp. A paperback divided into sections: principles, written communications and various forms of oral communication. 0965 Samuels, M. S. J. Tech Writing & Comm (1)3. Technical writing is a kind of creative writing. Using facts, audience, and situation, the technical writer recreates r e a l i t y irt a technical report. 0966 Sawyer, T. M. J Tech Writing & Comm (2)131. The author offers suggestions that w i l l help technical writers in explaining special s c i e n t i f i c and engineering concepts. 0967 Sherrard, C. A. J Tech Writing & Comm (3)247. This a r t i c l e involves psychological research done on how people summarize. Someof the rules were found accurate while others were in question. I t was also found that expert summarizers can verbalize the low-level rules they use, but not the hlgh-level rules. 096B Sorrels, Roy. The most important hundred words you'll ever write. WD(Mar)24. The author t e l l s how to snare the reader and editor into interest within the f i r s t 100 words. Interest is a big part when w r l t Ing. Catching the reader's interest is what can make or break a campal gn.

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0969 Stovall, J.G. Writing for the mass media. Englewood Cliffs, NJ: PH, 234pp. A workbook, text and guide to writing for print, broadcast, advertising and public relations. 0970 Wells, Hugh. Once more with aggression. PRJ (0ct)33. Gives arguments as to why and how the active voice improves releases. The passive voice tends to be wor~y and weak where the active voice is much more direct and vivid. 0971 Wye, M.E. The complete guide in punctuation: a quick reference deskbook. Englewood C l i f f s , NJ: P-H, $16.95. A back-to-basics, ruleby-rule guide directs readers to problem areas. 0972 Zinsser, W. On writing as well as you can. WD (Sep)30. The author deals with the basics of writing well. He includes developing a style and personality when writing. The article includes a l o t of personal experience, with editors, and also family background of the author. Essentially I t is a short article with a few tips on improving your writing, which eve~ writer could use.

INSIDE ORGANIZATIONAL COMMUNICATION Second Edition I II

Ill

Edited by Carol Reuss and Donn Silvis

The International AssocialYon of Business Communicators Longman Series in Public Communication In the new edition of this comprehensive and detailed guide to communications within organizations, twenty-one of the best practitioners in the business contribute their expertise in an incisive inside look. Covering everything from communication planning and management to the development of specific skills, this edition includes three entirely new chapters, "Chartering the Communication Function," "Media Relations," and "Financial Communication." 1985

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582-28540-2 370 pages hardcover Longman,Inc. 95 ChurchStreet WhilePlains, NY 10601

$29.95

Pevlodlcals

Cited and Abbre,lations

P E R I O D I C A L S CITED AND ABBREVIATIONS J Cons A f f - Journal of Consumer A f f a i r s J Cons Res - Journal of Consumer Research JE - Journalism Educator J Env Educ - Journal o f Environmental Education J of Comm - Journal of Communication J of P o l i t i c s - Journal of P o l i t i c s J Mkt Res - Journal of Marketing Research J Tech Writing & Comm- Journal o f Technical Writing & Conm~nlcation JQ - Journalism Quarterly Kiwanis - Kiwanis Lib J - L i b r a r y Journal L i f e Assn N - L i f e Association News Mad Av - Madison Avenue Mgt Dec - Management Decisions Mgt Rev - Management Review Mgt Today UK - Management Today o f the United Kingdom Mgt W - Management World Mgt W UK - Management World of the United Kingdom Mkt Comm - Marketing Communication Mkt & Med Dec - Marketing & Media Decisions Mkt N - Marketing News Mod Health - Modern Health Nat Bus - Nation's Business Newswk - Newsweek Office - O f f i c e Off Adm & Automation - Office Administration & Automation PARev - Public A f f a i r s Review Annual Pers - Personnel Pers Adm - Personnel Administrator Pers J - Personnel Journal Phi Delta Kappan - Phi Delta Kappan Planning - Planning PO - Public Opinion POQ - Public Opinion Quarterly Principal - P r i n c i p a l PRJ - Public Relations Journal PRQ - Public Relations Quarterly PR Rev - Public Relations Review Psych Today - PsychologyToday Pub Adm Q - Public Administration Quarterly Pub U t i l Ft - Public U t i l i t i e s F o r t n i g h t l y Quill - Q u i l l Say I n s t i t - Savings and Loan I n s t i t u t i o n s B u l l e t i n Sch Bus Off - School Business O f f i c e r Sloan Mgt Rev - Sloan Management Review Sup Mgt - S u p e r v i s o ~ Management Training - T r a i n i n g U. S. Banker - U. S. Banker VS - V i t a l Speeches o f the Day WD - W r i t e r ' s Digest WJR Washington Journalism Review World Press Rev - World Press Review -

153

Periodicals

Cited and Abbreviations

ABA Bank J - ABA (American Bankers Association) Banking Journal Acad Mgt Rev - Acade~ of Management Review Ad Age - A d v e r t i s i n g Age Am Demo - A ~ r i c a n Demographer Am Mkt Assn - American Marketing Association B u l l e t i n Am Pol Sci Rev - American P o l i t i c a l Science Review ASNE Bull - American Society of Newspaper Editors B u l l e t i n Am Soc Rev - American Sociological Review Assn Mgt - Association Management ATB - Across the Board Bdst - Broadcast Bdst W - Broadcast World Bottomline - Bottomllne Bus Educ For - Business Education Forum Bus H - Business Horizons Bus Ins - Business Insurance Bus Mkt - Business Marketing Bus Q - Business Quarterly Bus Q Can - Business Quarterly o f Canada Bus Wk - Business Week Can Bus - Canadian Business Channels - Channels Chl T r l b - Chicago.Trlbune CJR - Columbia Journalism Review t o l l & Res Lib - College and Research L i b r a r i e s B u l l e t i n Comm & Law - Communication and Law Currents - Currents CW - Communication World D i r & Bds - Directors & Boards B u l l e t i n D i r Mkt - D i r e c t Marketing Dun's Bus M - Dun's Business Monthly Empl B e n e f i t Plan Rev - Employee Benefit Planning Review Fin Exec - Financial Executive F o l i o - F o l i o - The Magazine f o r Magazine Management Forbes - Forbes Fortune - Fortune Foundation News - Foundation News Fund Raising Mgt - Fund Raising Management B u l l e t i n Futurist - Futurist GE - Grassroots E d i t o r Harper's - Harper's Magazine H B Rev - Harvard Business Review Hosp - Hospitals Hosp Mat Mgt Q - Hospital Materials Management Quarterly Inc - Inc Ind Wk - Industry Week I n t e r ' ] J of Women's Studies - I n t e r n a t i o n a l Journal o f Women's Studies IPRA Rev International Public Relations Association Review J Ad - Journal of A d v e r t i s i n g JBC Journal of Business Communications JBE Journal of Business Ethics JB Res - Journal of Business Research JBS - Journal of Business Strategy J Comm Res - Journal of Communication Research -

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