เช งอรรถ บทท 1 PR

เช งอรรถ บทท 1 1. Freitag, A.R. (1998). PR Planning Primer: Bite-sized morsels make it simple. Public Relations Quarterly. 43(1), 14-17. 2. Lawson, R. (2006). The PR Buzz Factor: How using public relations can boost your business. Thomson-Shore, Inc. p.5. 3. Grunig, J. E. and Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston. p. 6. 4. Cutlip, S. M. and Center, A. (1978). Effective Public Relations. (Fifth edition). Prentice-Hall, Inc. p. 8. 5. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations Strategies and Tactics. (Seventh Edition). Pearson Education, Inc. p. 3. 6. Jefkins, F. (1985). Effective PR Planning. (Second edition). Foto Direct Limited. p. 4. 7. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). p. 4. 8. Simon, R. (1980). Public Relations: Concepts and practices. (Second edition). Grid Publication, Inc. p. 9. 9. Guth, D.W. & Marsh, C. (2003). Public Relations: A values-driven approach. (Second Edition). Pearson Education, Inc. p.6. 10. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). p. 4. 11. Weiner, M. (2006). p. 4. 12. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). p. 23-24. 13. Griffin, R.W. & Pustay, M.W. (1998). International Business: A managerial perspective. (Second Edition). Prentice-hall, Inc., p. 27. 14. Weiner, M. (2006). Unleashing the power of PR: a contrarian s guide to marketing and communication. Jossey-Bass. p.107. 15. Ibid. p.108. 16. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). p. 110. 17. Hill, C.W.L. and Jones, G.R. (2001). Strategic Management: An analytical approach. (Fifth edition). Boston: Houghton Mifflin. 18. Lawson, R. (2006). The PR Buzz Factor: How Using Public Relations Can Boost Your Business. Thomson-Shore, Inc. p. 76. PR 414 371

19. Weiner, M. (2006). p. 4. 20. Newsom, D., Turk, J. V. & Kruckeberg, D. (2004). This Is PR: The Realities of Public Relations. Wadsworth Thomson Learning, Inc. p. 67-69. 21. Matera, F.R. & Artigue, R.J. (2000). Public Relations Campaigns and Techniques: Building Bridges into the 21 st Century. A Pearson Education Company. p.3. 22. Newsom, D., Turk, J. V. & Kruckeberg, D. (2004). p. 5. 23. Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and techniques. Elsevier Butterworth-Heinemann. p.5. 24. Lukaszewski, J.E. (2001). How to develop the mind of a strategist (Part 2 of 3). Communication World. 18(4), 26-28. 25. Weiner, M. (2006). p.3. 26 Ibid., p. xiii. 27. www.prweek.com 28. Lukaszewski, J.E. (2001). P.26. บทท 2 1. Center, A. H. and Walsh, F. E. (1981). Public Relations Practices: Case studies. (Second edition). Prentice-Hall Inc. p. 6 2. Bernhardt, K. L. and Kinnear, T. C. (1978). Cases in Marketing Management. Business Publication, Inc. p. 3. 3. Nolte, L. W. (1979). Fundamental of Public Relations: Professional guidelines, concept and integration. (Second edition). Permagon Press, inc. p. 23 31. บทท 3 1. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). Effective Public Relations. (Eighth Edition). Prentice-Hall International, Inc. p.346. 2. Parsons, P.J. (2003). A Manager s Guide to PR Projects: A practical approach. Mahwah, New Jersey. Lawrence Erlbuam Associates, Inc. p. 15. 3. Center, A.H. & Walsh, F.E. (1981). Public Relations Practices: Case studies. (Second edition). Prentice-Hall, Inc. p. 10. 4. Ibid. p.9. 5. Ibid. p.10. 372 PR 414

6. Parsons, P.J. (2003). A Manager s Guide to PR Projects: A practical approach. Mahwah, New Jersey. Lawrence Erlbuam Associates, Inc. p. 15. 7. Ibid. P.18. 8. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). p. 348. 9. Ibid. p.350. 10. Simon, R. (1980). Public Relations: Concept and practices. (Second Edition). Grid Publishing, Inc. p. 237. 11. Ibid. p.238. 12. Lawson, R. (2006). The PR Buzz Factor: How using public relations can boost your business. Thomson-Shore, Inc. p. 87. 13. Ibid. p.88. 14. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). p. 351. 15. Ibid. p. 347. 16. Parsons, P.J. (2003). p.12. 17. Ibid. p.13. 18. Simon, R. (1980). 19. Jefkins, F. (1985). Effective PR Planning. (Second edition). Foto Direct Limited. p. 19. บทท 4 1. Matera, F.R. & Artigue, R. J. (2000). Public Relations Campaigns and Techniques: Building Bridges into the 21 st Century. Allyn and Bacon. p. 75. 2. Simon, R. (1980). Public Relations Concept and Practices. (Second Edition). Grid Publishing, Inc. p. 163. 3. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations: Strategies and Tactics. (Seventh Edition). Pearson Education, Inc. p.126. 4. Guth, D.W. & Marsh, C. (2003). Public Relations: A values-driven approach. (Second Edition). Pearson Education, Inc. p.205. 5. Ibid. p. 207-8. 6. Lindenmann, W. K. (2006). Public Relations Research for Planning and Evaluation. Institute of Public Realtions. www.instituteforpr.org 7. Guth, D.W. & Marsh, C. (2003). p. 210. 8. Ibid. p.211. 9, 10. Wilcox, D.L. et al (2003). p.137. PR 414 373

11. Newsom, D., Turk, J. V. & Kruckeberg, D. (2004). This Is PR: The realities of public relations. Wadsworth Thomson Learning, Inc. p.101. 12. Wilcox, D.L. et al (2003). p.139. 13. Ibid. p.141. 14. Ibid. p.140. 15. Ibid. p.141. 16, 17. Palmer, C. (2000). E-Research in Focus. ADWEEK. July 17. 22(29), 8. 18. Lindenmann, W. K. (2006). บทท 5 1. Matera, F.R. & Artigue, R.J. (2000). Public Relations Campaigns and Techniques: Building bridges into the 21 st century. A Pearson Education Company. p.218. 2. Guth, D.W. & Marsh, C. (2003). Public Relations: A Values-Driven Approach. (Second Edition). Pearson Education, Inc. p.238. 3. Freitag, A.R. (1998). PR Planning Primer: Bite-sized morsels make it simple. Public Relations Quarterly. 43(1), 14-17. 4. Weiner, M. (2006). Unleashing the power of PR: A contrarian s guide to marketing and communication. Jossey-Bass. p. 80. 5. Ibid., p. 99. 6, 7. (1999). Guidelines for Setting Measurable Public Relations Objectives. Commission on PR Measurement and Evaluation. Institute for Public Relations. www.instituteforpr.com 8. Weiner, M. (2006). p.97. 9. Ibid. p.99. 10. Hendrix, J.A. (1995). Public Relations Cases. (Third edition). Wadsworth Publishing Company. p. 22-25. 11. Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and techniques. Elsevier Butterworth-Heinemann. p.113. 12. Jefkins, F. (1985). Effective PR Planning. (Second edition). Foto Direct Limited. p. 29. บทท 6 1. Grunig, J. E. & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart and Winston. p. 143. 374 PR 414

2. Ibid. p. 143 144. 3. Lawson, R. (2006). The PR Buzz Factor: How Using Public Relations Can Boost Your Business. Thomson-Shore, Inc. p. 105. 4. Freeman, R.E. (1984). Strategic Management: A stakeholder approach. Boston: Pitman Publishing, p. 5. Lawson, R. (2006). p.105. 6. Jefkins, F. (1985). Effective PR Planning. (Second edition). Foto Direct Limited. p.76. 7. Guth, D.W. & Marsh, C. (2003). Public Relations: A values-driven approach. (Second Edition). Pearson Education, Inc. p.102-105. 8. Ibid. p.112. 9. Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and techniques. Elsevier Butterworth-Heinemann, p.121. 10. Guth, D.W. & Marsh, C. (2003). p.117. 11. Baines, P., Egan, J. & Jefkins, F. (2004). p.116. 12. Guth, D.W. & Marsh, C. (2003). p.110. 13. Ibid. p. 98. 14. Ibid. p. 94-96. 15. Ibid. p. 98. 16. Rawlins, B.L. (2006). Prioritizing Stakeholders for Public Relations. Institute for Public Relations. www.instituteforpr.org 17. Lawson, R. (2006). p. 108-114. 18. Guth, D.W. & Marsh, C. (2003). p.97-98. 19. Lawson, R. (2006). p. 107. 20. Guth, D.W. & Marsh, C. (2003). p.99-101. 21. Ibid. p.96-97. 22. Lawson, R. (2006). p. 119. บทท 7 1, 2, 3. Luthans, F. (1973). Organizational Behavior: A modern behavioral approach to management. McGraw-Hill Book Company. p. 178. 4. Daugherty, E. (2003). Strategic planning in public relations: a matrix that ensures tactical soundness. Public Relations Quarterly. 48(1), 21-31. PR 414 375

5. Weiner, M. (2006). Unleashing the power of PR: A contrarian s guide to marketing and communication. Jossey-Bass. p.123. 6. http://pr.typepad.com/pr_communications/2003/10/what_is_a_pr_si.html 7. Wilcox, D. L. (2005). Public Relations: Writing and Media Techniques. (Fifth Edition). International Edition. Pearson Education, Inc. p.93. 8, 9, 10. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations: Strategies and tactics. (Seventh Edition). Pearson Education, Inc. p.227-228. บทท 8 1. Wilcox, D. L. (2005). Public Relations: Writing and Media Techniques. (Fifth Edition). International Edition. Pearson Education, Inc. p.377. 2. http://www.emarketer.com/report.aspx?bband_world_jun06 3. www.sifry.com 4, 5. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). Effective Public Relations. (Eighth Edition). Prentice-Hall International, Inc. p.308. 6. Ibid. p. 7. Ibid. p. 291. 8. Ibid. p. 9. Wilcox, D. L. (2005). p.421. 10. Ibid. p.497. 11. Ibid. p.476. 12. Ibid. p.521. บทท 9 1. Parsons, P.J. (2003). A Manager s Guide to PR Projects: A practical approach. Mahwah, New Jersey. Lawrence Erlbuam Associates, Inc. p. 37. 2. Matera, F.R. & Artigue, R.J. (2000). Public Relations Campaigns and Techniques: Building bridges into the 21 st century. A Pearson Education Company. p.107. 3. Weiner, M. (2006). Unleashing the power of PR: A contrarian s guide to marketing and communication. Jossey-Bass. p. 24. 4. Ibid. p.24. 5. Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and 376 PR 414

fechniques. Elsevier Butterworth-Heinemann, p.22. 6. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). Effective Public Relations. (Eighth Edition). Prentice-Hall International, Inc. p.346. 7. Jefkins, F. (1985). Effective PR Planning. (Second edition). Foto Direct Limited. p.76. 8. Parsons, P.J. (2003). p.36. บทท 10 1. Guth, D.W. & Marsh, C. (2003). Public Relations: A values-driven approach. (Second Edition). Pearson Education, Inc. p.327. 2. Snell, F. M. (1969). Becoming A Specialist of the Spoken Word : The Presenter, The Structure of the Presentation and the Work. A Handbook for the Advertising Agency Account Executive. AAAA. p. 87. 3. Weiner, M. (2006). Unleashing the power of PR: a contrarian s guide to marketing and communication. Jossey-Bass. p.42. 4. Parsons, P.J. (2003). A Manager s Guide to PR Projects: A practical approach. Mahwah, New Jersey. Lawrence Erlbuam Associates, Inc. p. 57. 5. Ibid. p58. 6. Ibid. p.60. 7. Ibid. p.64. 8. Guth, D.W. & Marsh, C. (2003). p.327. 9. Ibid. p.328. 10, 11. Ibid.p.329. 12. Ibid. p.330. 13. Ibid. p.331. 14. Ibid. p.329. 15. Batra, R., Myers, J.G. & Aaker, D.A. (1996). Advertising Management. (Fifth Edition). Prentice Hall International Edition., p.191. บทท 11 1. Parsons, P.J. (2003). A Manager s Guide to PR Projects: A practical approach. Mahwah, New Jersey. Lawrence Erlbuam Associates, Inc. p. 40. 2. Ibid. p. 37. 3, 4. Ibid. p.36. PR 414 377

5. Ibid. p.38. 6. Ibid. p.37. 7, 8. Bovee, C.L., Thill, J.V., Wood, M.B. & Dovel, G.P. (1993). Management. McGraw Hill Company. p.228. 9. Ibid. p.39. 10. Henslowe, P. (1999). Public Relations : A practical guide to the basics. Kogan press. p.25. บทท 12 1. Wilcox, D. L. (2005). Public Relations: Writing and media techniques. (Fifth Edition). International Edition. Pearson Education, Inc. p.305. 2. Ibid. p. 307. 3. Ibid. p. 305. 4. Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and techniques. Elsevier Butterworth-Heinemann. p.161. 5. Ibid. p. 135. 6, 7, 8. Guth, D.W. & Marsh, C. (2003). Public Relations: A values-driven approach. (Second Edition). Pearson Education, Inc. p.274. 9. Ibid. p.275. 10. Newsom, D., Turk, J. V. & Kruckeberg, D. (2004). This Is PR: The realities of public relations. Wadsworth Thomson Learning, Inc. p.281. 11. Wilcox, D. L. (2005). p.216. 12. Ibid. p.212. 13. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). Effective Public Relations. (Eighth Edition). Prentice-Hall International, Inc. p.313. 14. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations: strategies and tactics. (Seventh Edition). Pearson Education, Inc. p.516. 15. Grunig, J. E. and Hunt, T. (1984). Managing Public Relations. Holt, Rinehart and Winston. p. 440. 16. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). p.517. 17. Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and techniques. Elsevier Butterworth-Heinemann, p.193. 18. Wilcox, D. L. (2005). p.319. 378 PR 414

19. Baines, P., Egan, J. & Jefkins, F. (2004). p.195. 20. Wilcox, D. L. (2005). p.323. 21. Baines, P., Egan, J. & Jefkins, F. (2004). p.172. 22. Wilcox, D. L. (2005). p.94. 23. Ibid. p.100. 24. Wilcox, D. L. (2005). p.329. 25. Newsom, D., Turk, J. V. & Kruckeberg, D. (2004). p.279. 26. Ibid. p.329. 27. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). p.323. 28, 29, 30. Wilcox, D. L. (2005). p.329. บทท 13 1. Weiner, M. (2006). Unleashing the power of PR: A contrarian s guide to marketing and communication. Jossey-Bass. p.136. 2. Ibid. p. xv. 3. Ibid. p. xiv. 4. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). Effective Public Relations. (Eighth Edition). Prentice-Hall International, Inc. p. 430. 5. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations: Strategies and tactics. (Seventh edition). Pearson Education, Inc. p. 193. 6. Matera, F.R. & Artigue, R. J. (2000). Public Relations Campaigns and Techniques: Building bridges into the 21 st Century. Allyn and Bacon. p. 256. 7. Wilcox, D. L. et al. (2003). p. 193. 8. Lukaszewski, J.E. (2001). How to develop the mind of a strategist (Part 2 of 3). Communication World. 18(4), 26-28. 9. Wilcox, D. L. et al. (2003). p. 195. 10. Freitag, A.R. (1998). How to measure what we do. Public Relations Quarterly. 43(2), 42-47. 11. Weiner, M. (2006). p.136. 12. Wilcox, D. L. et al. (2003). p. 195. 13, 14. Ibid. p. 197. 15. Ibid. p. 200. 16, 17. Weiner, M. (2006). p. 63. PR 414 379

18. Weiner, M. (2006). p.145. 19. Weiner, M. (2006). p.92. 20, 21. Weiner, M. (2006). p.150 22. Weiner, M. (2006). p.93. 23. Wilcox, D. L. et al. (2003). p. 205. 24. Ibid. p.201. 25. Ibid. p.202. 26, 27. Wilcox, D. L. et al. (2003). p. 204. 28. Matera, F.R. & Artigue, R. J. (2000). p. 161. 29. Procter- Rogers, C. (2006). Op-ed: Benchmarking is valuable PR tool. www.prsa.com 30. Simon, R. (1980). Public Relations: Concept and practices. (Second Edition). Grid Publishing, Inc. p. 350. 31. Wilcox, D.L. (2005). Public Relations: Writing and media techniques. Pearson Education, Inc. p. 564. 32. Weiner, M. (2006). p.194-196. 33, 34. Ibid. p. 160. 35, 36. Center, A.H. & Walsh, F.E. (1981). Public Relations Practices: Case studies. (Second edition). Prentice-Hall, Inc. p. 16. 380 PR 414