Cutlip and Center's Effective Public Relations

by Broom, Glen M.

• ISBN13: 9780136029694
• ISBN10: 0136029698
• Edition: 10th
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Prentice Hall

Summary

"Effective Public Relations has defined public relations theory and practice for almost six decades. It also has schooled practitioners in many languages and has served as the definitive reference for the emerging profession. The first edition of Scott M. Cutlip and Allen H. Center's revolutionary book in 1952 made public relations an acceptable subject of academic study and laid a foundation for scholarship and professional practice. To honor Scott Cutlip and Allen Center's significant contributions to the field of Public Relations, we have renamed the title of the best selling textbook they created to Cutlip and Center's Effective Public Relations."--BOOK JACKET.

Table of Contents

Concept, Practitioners, Context, and Origins	p. 2
Introduction to Contemporary Public Relations	p. 3
Practitioners of Public Relations	p. 29
Organizational Settings	p. 53
Historical Origins	p. 85
Foundations	p. 118
Professionalism and Ethics	p. 119
Legal Considerations	p. 145
Theoretical Underpinnings: Adjustment and Adaptation	p. 167
Communication and Public Opinion	p. 187
Internal Relations and Employee Communication	p. 213
External Media and Media Relations	p. 235
Management Process	p. 266
Step One: Defining Public Relations Problems	p. 267
Step Two: Planning and Programming	p. 295
Step Three: Taking Action and Communicating	p. 325
Step Four: Evaluating the Program	p. 349
The Practice	p. 378
Business and Industry Public Relations	p. 379
Government and Public Affairs	p. 405
Nonprofits, Trade Associations, and Nongovernmental Organizations	p. 437
Index	p. 471
Table of Contents provided by Blackwell. All Rights Reserved.