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Public Relations: The Profession and the Practice

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

Public Relations: The Profession and the Practice

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

ISBN 13:
9780073512051
ISBN 10:
0073512052
Edition: 4th
Format: Paperback
Copyright: 06/15/2011
Publisher: McGraw-Hill Education
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Summary

Public relations has developed as a major force in a growing, global information society. The practice of public relations is changing to include new, interactive media, while continuing to depend on the foundation of traditional media. The multi-disciplinary approach to understanding public relations is provided by the authors who come from business, journalism, communication and advertising backgrounds. The easy-to-read style of the text has been a hallmark of the text from its beginning. It includes spotlights on important topics or issues, mini-cases with short real-life cases, and end-of-the-chapter case studies often of major events such as the BP crisis, or GM's financial crisis where it used social media to provide interactive relationships with its constituencies.

Amazon no longer offers textbook rentals. We do!

Public Relations: The Profession and the Practice

Public Relations: The Profession and the Practice

9780073512051

0073512052

Summary

Table of Contents

About the Authors

Part I: THE PROFESSION

Chapter 1. The Nature of Public Relations

Chapter 2. The 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. Strategic Planning for Public Relations Effectiveness

Chapter 7. Action and Communication

Chapter 8. Evaluating Public Relations Effectiveness

Part III: THE PUBLICS

Chapter 9. Social Media and Traditional Media Relations

Chapter 10. Employee Communication

Chapter 11. Community Relations

Chapter 12. Consumer Relations and Marketing

Chapter 13. Investor Relations

Part IV: THE PRACTICE

Chapter 14. Public Affairs: Relations with Government

Chapter 15. Public Relations in Nonprofit Organizations

Chapter 16. Corporate Public Relations

Appendix 1: Writing

Appendix 2: Speechmaking

Appendix 3: Video

Supplemental Materials