Public Relations Today : Managing Competition and Conflict
ISBN: 9780205492107 | 020549210X
Edition: 1stFormat: Paperback
Publisher: Pearson
Pub. Date: 9/24/2007
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Public Relations: Managing Competition and Conflictis an introductory textbook that provides students, in easy-to-understand terms, with the latest theories and practices as it explores the role of competition and conflict in todays modern public relations practice. This text takes a brief, conflict-based approach, combining the insights of public relations experts Dennis Wilcox and Glen Cameron with the fresh voices of two of the fastest rising stars of public relations education Bryan Reber and Jae-Hwa Shin. Using up-to-date real world exampl... MORE
| Preface | |
| What Is Public Relations | |
| The Challenge of Public Relations Global Scope | |
| A Variety of Definitions Public Relations as a Process | |
| The Components of Public Relations How Public Relations Differs from Journalism Scope Objectives Audiences Channels | |
| How Public Relations Differs from Advertising | |
| How Public Relations Differs from Marketing | |
| How Public R... MORE | |
| Toward an Integrated Perspective: Strategic Communication | |
| Careers in Public Relations | |
| A Changing Focus in Public Relations | |
| The Range of Public Relations | |
| Work Personal Qualifications and Attitudes | |
| Five Essential Abilities | |
| The Value of Internships Salaries in Public Relations Entry-Level Salaries | |
| Salaries of Experienced Professionals | |
| Salaries of Women: The Gender Gap | |
| The Value of Public Relations | |
| Summary Case Activity: What Would You Do? | |
| Questions for Review and Discussion Selected Readings | |
| Managing Competition and Conflict | |
| A New Way of Thinking | |
| The Role of Public Relations in Managing Conflict | |
| It Depends: A System for Managing Conflict | |
| It Depends: Two Basic Principles | |
| A Matrix of Contingency Factors | |
| The Contingency Continuum | |
| The Conflict Management | |
| Life Cycle Proactive | |
| Phase Strategic | |
| Phase Reactive | |
| Phase Recovery | |
| Phase Managing the Life Cycle Issues | |
| Management Strategic Positioning and Risk Communication Crisis | |
| Management Reputation | |
| Management Deacute;jagrave; Vu - All Over Again | |
| Summary Case Activity: What Would You Do? | |
| Questions for Review and Discussion | |
| Selected Readings | |
| Public Relations: A Historical Perspective | |
| A Brief History of Public Relations | |
| Ancient Beginnings | |
| Public Relations in Colonial America | |
| The Age of the Press Agent Settling the American West | |
| The Rise of Politics and Activism | |
| The Beginnings of Corporate Public Relations | |
| Modern Public Relations Comes of Age | |
| Public Relations Expands in Postwar America | |
| Evolving Practice and Philosophy | |
| Trends in Todayrsquo;s Practice of P | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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