Public Relations: A Value Driven Approach

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Public Relations: A Value Driven Approach

by Charles Marsh, David W. Guth

Pearson Education | January 5, 2011 | Trade Paperback

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Updated in a new 5thedition,Public Relations: A Values-Driven Approachteaches students how to build ethical, productive relationships with strategic constituencies. Now with an engaging full-color design yet retaining its popular, attractive price for students, the fifth edition provides a valuable introduction to the contemporary dynamics of the field.

Format: Trade Paperback

Dimensions: 592 pages, 3.54 × 2.87 × 0.39 in

Published: January 5, 2011

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0205811809

ISBN - 13: 9780205811809

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Public Relations: A Value Driven Approach

by Charles Marsh, David W. Guth

Format: Trade Paperback

Dimensions: 592 pages, 3.54 × 2.87 × 0.39 in

Published: January 5, 2011

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0205811809

ISBN - 13: 9780205811809

Table of Contents

Each chapter includes QUICKBREAKS, Social Media Apps, a Values Statement, Case Studies, Summary, and Discussion Questions.   Preface   About the Authors   CHAPTER 1: What Is Public Relations? Public Relations: Everywhere You Look Marrying Theory and Practice The Public Relations Process The Role of Values in Public Relations Values-Driven Public Relations Memo from the Field: Gary McCormick, HGTV   CHAPTER 2: Jobs in Public Relations Jobs in Public Relations: An Overview Public Relations Activities and Duties Where the Jobs Are The Best Part of Public Relations Jobs Memo from the Field: John Echeveste, Valencia Perez & Echeveste Public Relations   CHAPTER 3: A Brief History of Public Relations Why History Is Important to You Premodern Public Relations The Seedbed Years War and Propaganda The Postwar Boom The Information Age The New Millennium Memo from the Field: Edward M. Block   CHAPTER 4: The Publics in Public Relations What Is a Public? The Publics in Public Relations What Do We Need to Know about Each Public? The Traditional Publics in Public Relations Memo from the Field: David A. Narsavage, The Friday Group   CHAPTER 5: Communication Theory and Public Opinion The Power of Public Opinion A Communication Model Mass Communication Theories Motivation Persuasion and Public Opinion Memo from the Field: Jane Hazel, Health Canada   CHAPTER 6: Ethics and Social Responsibility in Public Relations What Are Ethics? Objectivity versus Adv
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From the Publisher

Updated in a new 5thedition,Public Relations: A Values-Driven Approachteaches students how to build ethical, productive relationships with strategic constituencies. Now with an engaging full-color design yet retaining its popular, attractive price for students, the fifth edition provides a valuable introduction to the contemporary dynamics of the field.

From the Jacket

  • An exciting full-color designengages students and enhances the overall learning experience for visual learners.
    • Social Media Apps, a NEW feature in every chapter, assess the impact of social media on the chapter topic.
    • Analysesof new-media tactics, including consumer generated media,social media news releases,microblogging, social bookmarking, digital newsrooms, and mobile marketingprepare students for modern industry practices.
    • Information on the Contingency Theory of Accommodation, the reflective paradigm, agenda building, due diligence, and heuristic versus theoretical approaches strengthens the book''sstrong theoretical underpinnings.
    • A chapter onMultimedia Message Developmentencourages students to focus on the application of critical thinking and creative thinking to multimedia messages.
    • A vigorously updated feature program with17NEWCase Studies, 10NEWQuickBreaks, and 6NEWMemos from the Field keep the material fresh, relevant, and accessible.
    • Latest reports on the status and future of the profession, including new data on salary, diversity, job duties, job satisfaction, use of social media, ethics challenges, set accurate expectations of working in public relations today.
    • Analysis of the public relations implications of recent events, including the Great Recession, Wall Street scandals, global warming, health care, campaign financing, product recalls, changes in societal demographics, and the growth of social media offer students a broader context for understanding how the field continues to evolve.
    • iPad version available.  Public Relations: A Values Driven Approach 5e eText with MyCommunicationLab will be available in an iPad version for student use.
    • Priced to give students value for their textbook dollar.
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