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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