9780073289731

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

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  • ISBN13:

    9780073289731

  • ISBN10:

    0073289736

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 7/12/2006
  • Publisher: McGraw-Hill Humanities/Social Sciences/Languages
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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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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