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Public relations has developed as a major force in a growing, global information society. The practice of public relations is changing to include new, interactive media, while continuing to depend on the foundation of traditional media. The multi-disciplinary approach to understanding public relations is provided by the authors who come from business, journalism, communication and advertising backgrounds. The easy-to-read style of the text has been a hallmark of the text from its beginning. It includes spotlights on important topics or issues, mini-cases with short real-life cases, and end-of-the-chapter case studies often of major events such as the BP crisis, or GM's financial crisis where it used social media to provide interactive relationships with its constituencies.
Table of Contents
About the Authors
Part I: THE PROFESSION
Chapter 1. The Nature of Public Relations
Chapter 2. The History of Public Relations
Chapter 3. A Theoretical Basis for Public Relations
Chapter 4. Law and Ethics
Part II: THE PROCESS
Chapter 5. Research: Understanding Public Opinion
Chapter 6. Strategic Planning for Public Relations Effectiveness
Chapter 7. Action and Communication
Chapter 8. Evaluating Public Relations Effectiveness
Part III: THE PUBLICS
Chapter 9. Social Media and Traditional Media Relations
Chapter 10. Employee Communication
Chapter 11. Community Relations
Chapter 12. Consumer Relations and Marketing
Chapter 13. Investor Relations
Part IV: THE PRACTICE
Chapter 14. Public Affairs: Relations with Government
Chapter 15. Public Relations in Nonprofit Organizations