"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.