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"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.
Table of Contents
Concept, Practitioners, Context, and Origins
Introduction to Contemporary Public Relations
Practitioners of Public Relations
Professionalism and Ethics
Theoretical Underpinnings: Adjustment and Adaptation
Communication and Public Opinion
Internal Relations and Employee Communication
External Media and Media Relations
Step One: Defining Public Relations Problems
Step Two: Planning and Programming
Step Three: Taking Action and Communicating
Step Four: Evaluating the Program
Business and Industry Public Relations
Government and Public Affairs
Nonprofits, Trade Associations, and Nongovernmental Organizations
Table of Contents provided by Blackwell. All Rights Reserved.