NOTE TO JOURNALISTS: A photo of Robert L. Heath is available on
the Web at http://www.uh.edu/media/nr/2005/01jan/rheathphoto.html.
FIRST-EVER ENCYCLOPEDIA OF PUBLIC RELATIONS
BORN AT UH
Communication Professor Robert L. Heath
Driving Force Behind Long-awaited Professional Resource
HOUSTON, Jan. 11, 2004 – Coming a long way from the promotional
antics of P.T. Barnum, the father of modern press agentry, public
relations has evolved into serious business. A team of 146 authors
led by faculty at the University of Houston has created a public
relations encyclopedia that explores the often maligned profession.
The first publication of its kind, the “Encyclopedia of Public
Relations” explores the evolution of the PR field, with historical
examples, key events, changing practices and the significant figures
who developed and expanded the profession. It also explores ethical
and strategic challenges facing PR and its practitioners. The encyclopedia
has cemented the importance of this field in a comprehensive resource
aimed at completing the bookshelves of students and PR professionals
alike.
Edited by Robert L. Heath, a veteran communication professor at
UH, this newly released public relations encyclopedia is a two-volume
set from Sage Publications that ranges from the practical and tactical
to the esoteric and theoretical. Its team of collaborators was created
and led by Heath.
“Public relations has been referred to as buzz, spin, publicity
and even free advertising,” Heath said. “But it is so
much more than that. From spokespeople to newsmakers, PR people
have increasingly become an integral component in helping the news
media report and translate world events, research breakthroughs
and organizational messages to the public, giving them human interest
and meaning.”
Topics covered include practical issues such as identifying the
tools of the trade, defining jargon, explaining the roles of media
and news, exploring research and analysis techniques, providing
tips on crisis communication and delving into ethical issues. The
academic foundations of the profession also are analyzed through
discussions of history, key practitioners and theory.
“This work acknowledges the power of public relations, as
well as its thorny reputation,” Heath said. “While the
encyclopedia makes an honest assessment of the role of spin, it
also covers the advantages to organizations that use public relations
to get their message out for the good of the public interest.”
The encyclopedia additionally touches on the fact that public relations
is perhaps one of the most ancient aspects of society, with recorded
history featuring the role of image making and public information.
For instance, ceremony is inseparable from human society, says Heath.
Since coming to the University of Houston in 1971, Heath has continually
engaged in research and teaching to advance the study and practice
of public relations. He has been instrumental in putting UH on the
map – both in the United States and internationally –
with his study of issues management, crisis communication and risk
communication. The UH program is considered one of the two most
productive programs in the United States in terms of research and
publication. During his time here, Heath has taught principles of
public relations, risk communication, crisis communication, investor
relations, public relations management and public relations theory.
In addition to the encyclopedia, he has published 10 books, as well
as 85 scholarly articles and book chapters.
Along with Heath, other UH School of Communication faculty participated
in this groundbreaking project. Assistant Professor Shannon Bowen
not only wrote several entries, but also served on the advisory
board. Other UH contributors include Professor Garth Jowett, Associate
Professor Jaesub Lee, Professor Michael Ryan, Associate Professor
Jim Query and Mike Nagy, a former clinical assistant professor at
UH.
Nicole Casarez, an alum of UH who teaches at St. Thomas University,
also authored several key pieces on federal regulatory agencies.
Many local practitioners and other UH alumni contributed their expertise
to flesh out the breadth and depth of entries covered.
“This guide also is mindful that academics are not alone
in our contribution to the growth of this practice,” Heath
said. “Present and past practitioners are featured in biographies,
as well as given voice to speak on various topics.”
Other notable contributors include Tom Hoog, chairman of Hill &
Knowlton; Betsy Plank, who created the Public Relations Student
Society of America and is considered the grand lady of modern public
relations; Dick Martin, retired executive vice president of AT&T
Corporation; and Wes Pedersen, director of communication and public
relations for the Public Affairs Council.
“This work is invaluable to practitioners, academics and
students,” said Barbara Langham, a Houston-based PR veteran
of nearly 30 years, a contributor to the book and president/CEO
of BDL Public Relations. “It also offers a single source of
information for the general public who may know little but be interested
in this ancient practice that can play a major role in commerce,
government and nonprofit organizations.”
Reflecting the fact that public relations is now practiced internationally,
despite its U.S. roots, major international figures and organizations
played a role in the project, with contributors from around the
world. Illustrating the ever-increasing expansiveness of this industry,
how public relations is practiced internationally is answered by
entries on the United Kingdom, Europe, Sweden, Africa, Asia, Australia
and New Zealand.
The entries developed in this work are designed to reach current
and future PR practitioners who can serve as opinion leaders within
the industry, but also will assist professionals in other fields
who may benefit from public relations. For excerpts and purchase
information about Heath’s “Encyclopedia of Public Relations,”
visit http://www.sagepub.com/book.aspx?pid=10228.
About the University of Houston
The University of Houston, Texas’ premier metropolitan research
and teaching institution, is home to more than 40 research centers
and institutes and sponsors more than 300 partnerships with corporate,
civic and governmental entities. UH, the most diverse research university
in the country, stands at the forefront of education, research and
service with more than 35,000 students.
For more information about UH visit the universitys Newsroom at www.uh.edu/admin/media/newsroom.
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