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The Fifth Edition continues to study examples of public relations by following the author's philosophy that great PR comes from interactive participation among sources and receivers of information. The text walks students through the evaluation of excellent case studies and helps students to understand why select public relations cases had the effect they did.
Jerry A. Hendrix (Ph.D., Loursiana State University) teaches at the School of Communication, American University in Washington, D.C. He is an accredited member of the Public Relations Society of America.
Table of Contents
Part I Solving Public Relations Problems
Public Relations in Action
The Overall Plan of This Book
Keys to Success
General Public Relations Readings
A Public Relations Process
Teach Your Methods Well
Readings on the Public Relations Process
Part II Reaching Major Audiences
Media Relations on the Cheap
Readings on Media Relations
Media Relations Cases
Titanic Video Launch
Sea-Ing Double: How Princess Cruises Made Identical Ships Newsworthy