Cutlip and Center's Effective Public Relations

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  • Edition: 10th
  • Format: Paperback
  • Copyright: 2009-01-01
  • Publisher: Prentice Hall
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"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 Originsp. 2
Introduction to Contemporary Public Relationsp. 3
Practitioners of Public Relationsp. 29
Organizational Settingsp. 53
Historical Originsp. 85
Foundationsp. 118
Professionalism and Ethicsp. 119
Legal Considerationsp. 145
Theoretical Underpinnings: Adjustment and Adaptationp. 167
Communication and Public Opinionp. 187
Internal Relations and Employee Communicationp. 213
External Media and Media Relationsp. 235
Management Processp. 266
Step One: Defining Public Relations Problemsp. 267
Step Two: Planning and Programmingp. 295
Step Three: Taking Action and Communicatingp. 325
Step Four: Evaluating the Programp. 349
The Practicep. 378
Business and Industry Public Relationsp. 379
Government and Public Affairsp. 405
Nonprofits, Trade Associations, and Nongovernmental Organizationsp. 437
Indexp. 471
Table of Contents provided by Blackwell. All Rights Reserved.

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