Public Relations: The Profession and the Practice

Paperback | June 15, 2011

byDan Lattimore, Otis Baskin, Suzette Heiman

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Coverage of global markets, new technologies, multiculturalism, and the latest news about public relations in action make this dynamic text the cutting-edge choice for public relations courses. In a personal and jargon-free style, this text presents and explains the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field, with spotlights on people and issues of interest to students.

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Coverage of global markets, new technologies, multiculturalism, and the latest news about public relations in action make this dynamic text the cutting-edge choice for public relations courses. In a personal and jargon-free style, this text presents and explains the fundamental tools of public relations practice, providing a multi-disc...

Format:PaperbackDimensions:9.9 × 8 × 0.7 inPublished:June 15, 2011Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0073512052

ISBN - 13:9780073512051

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Table of Contents

Preface

About the Authors

Part I: THE PROFESSION

Chapter 1. The Nature of Public Relations

Chapter 2. The History of Public Relations

Chapter 3. A Theoretical Basis for Public Relations

Chapter 4. Law and Ethics

Part II: THE PROCESS

Chapter 5. Research: Understanding Public Opinion

Chapter 6. Strategic Planning for Public Relations Effectiveness

Chapter 7. Action and Communication

Chapter 8. Evaluating Public Relations Effectiveness

Part III: THE PUBLICS

Chapter 9. Social Media and Traditional Media Relations

Chapter 10. Employee Communication

Chapter 11. Community Relations

Chapter 12. Consumer Relations and Marketing

Chapter 13. Investor Relations

Part IV: THE PRACTICE

Chapter 14. Public Affairs: Relations with Government

Chapter 15. Public Relations in Nonprofit Organizations

Chapter 16. Corporate Public Relations

Appendix 1: Writing

Appendix 2: Speechmaking

Appendix 3: Video