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Practice of Public Relations
ISBN: 9780130276797 | 0130276790
Edition: 8thFormat: Hardcover
Publisher: PRENTICE HALL
Pub. Date: 8/1/2000
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For courses in Public Relations and Introduction to Public Relations in Journalism, Communications, and Business departments. Uses a unique hands-on approach that forces students to think critically about the field. Unlike other PR texts that steer clear of the cases, the ethical challenges, the how to counsel, and the public relations conundrums that force students to think, this book prepares students to deal with a full range of situations and arrive at effective, ethical solutions. An in-your-face textbook for an in-your-face profession.
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I. EVOLUTION.
1. What Is Public Relations?
2. The Evolution of Public Relations.
2. The Evolution of Public Relations.
II. VALIDATION.
3. Public Opinion.
4. Ethics.
5. Research.
6. The Law.
4. Ethics.
5. Research.
6. The Law.
III. ACTIVATION.
IV. EXECUTION.
11. Public Relations Writing.
12. Writing for the Eye and Ear.
13. Public Relations and the Internet.
12. Writing for the Eye and Ear.
13. Public Relations and the Internet.
V. THE PUBLICS.
14. Print Media.
15. Electronic Media.
16. Employees.
17. Community Diversity.
18. Government.
19. Consumers and Investors.
15. Electronic Media.
16. Employees.
17. Community Diversity.
18. Government.
19. Consumers and Investors.
VI. THE FUTURE.
20. The Golden Age.
APPENDIXES.
A: Code of Professional Standards for the Practice of Public Relations.
B: Advertising Effectiveness Tracking Study.
C: Definitions of Selected Terms Used in Public Relations Evaluation.
D: Audiovisual Supports.
E: Defining Key Cyberspace Terms.
F: On-Line Databases.
G: Leading Media Directories.
H: Corporate Reporting Requirements.
I: Annual Meeting Checklist.
Credits.
Index.
B: Advertising Effectiveness Tracking Study.
C: Definitions of Selected Terms Used in Public Relations Evaluation.
D: Audiovisual Supports.
E: Defining Key Cyberspace Terms.
F: On-Line Databases.
G: Leading Media Directories.
H: Corporate Reporting Requirements.
I: Annual Meeting Checklist.
Credits.
Index.
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