Public Relations: The Profession and the Practice

by Lattimore, Dan; Baskin, Otis; Heiman, Suzette; Toth, Elizabeth

• ISBN13: 9780073378879
• ISBN10: 0073378879
• Edition: 3rd
• Format: Paperback
• Copyright: 2008-11-18
• Publisher: McGraw-Hill Education

Summary

Coverage of global markets, new technologies, and multiculturalism throughout make this dynamic text the cutting-edge choice for public relations courses. Accompanied by unique, free online 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.Critical changes in society and technology lend importance to the increasing emphasis in the management function of public relations. While traditional media is still the foundation of public communication, the new social media now provides a much more personal and interactive form of public relations. This book thus provides the user with the ability to create effective messages using both the new social media as well as traditional media.

Table of Contents

The Profession

The Nature of Public Relations

The History of Public Relations

A Theoretical Basis for Public Relations

Law and Ethics

The Process

Research: Understanding Public Opinion

Strategic Planning for Public Relations Effectiveness

Action and Communication

Evaluating Public Relations Effectiveness

The Publics

Media Relations

Employee Communication

Community Relations

Consumer Relations and Marketing

Investor Relations

The Practice

Public Affairs: Relations with Government

Public Relations in Nonprofit Organizations

Corporate Public Relations

Technological, Global, and Organizational Issues in Public Relations

Writing A-1

Speechmaking by Dan Reines

Table of Contents provided by Publisher. All Rights Reserved.