9780073378879

Public Relations: The Profession and the Practice

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  • ISBN13:

    9780073378879

  • ISBN10:

    0073378879

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 11/18/2008
  • Publisher: McGraw-Hill Education
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List Price: $242.33

Summary

Coverage of global markets, new technologies, and multiculturalism throughout make this dynamic text the cutting-edge choice for public relations courses. Accompanied by unique, free online video interviews of leaders in the public relations field, the text presents and explains in a personal, jargon-free style the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field.Critical changes in society and technology lend importance to the increasing emphasis in the management function of public relations. While traditional media is still the foundation of public communication, the new social media now provides a much more personal and interactive form of public relations. This book thus provides the user with the ability to create effective messages using both the new social media as well as traditional media.

Table of Contents

The Profession
The Nature of Public Relations
The History of Public Relations
A Theoretical Basis for Public Relations
Law and Ethics
The Process
Research: Understanding Public Opinion
Strategic Planning for Public Relations Effectiveness
Action and Communication
Evaluating Public Relations Effectiveness
The Publics
Media Relations
Employee Communication
Community Relations
Consumer Relations and Marketing
Investor Relations
The Practice
Public Affairs: Relations with Government
Public Relations in Nonprofit Organizations
Corporate Public Relations
Technological, Global, and Organizational Issues in Public Relations
Writing A-1
Speechmaking by Dan Reines
Table of Contents provided by Publisher. All Rights Reserved.

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