9780073289731

Public Relations: The Profession and the Practice with DVD-ROM

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  • ISBN13:

    9780073289731

  • ISBN10:

    0073289736

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2006-07-12
  • Publisher: McGraw-Hill Humanities/Social Sciences/Languages
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List Price: $149.85

Summary

Coverage of global markets, new technologies, and multiculturalism throughout make this dynamic text the cutting-edge choice for public relations courses. Accompanied by a unique, free DVD with 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.

Table of Contents

Part I: THE PROFESSION

Chapter 1. Introduction

Chapter 2. 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. Planning for Public Relations Effectiveness

Chapter 7. Action and Communication

Chapter 8. Evaluating Public Relations Effectiveness

Part III: PUBLIC RELATIONS: THE PUBLICS

Chapter 9. Media Relations

Chapter 10. Employee Communications

Chapter 11. Community Relations

Chapter 12. Marketing and Consumer Relations

Chapter 13. Investor Relations

Chapter 14. Public Affairs: Relations with Government

Chapter 15. Nonprofit Public Relations

Chapter 16. Corporate Public Relations

Chapter 17. Emerging Trends

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