Effective Public Relations

Effective Public Relations : United States Edition

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Description

Intended as the primary textbook for the foundational public relations principles course and for a stand-alone public relations theory and practices course in communications and business programs.

Effective Public Relations has defined public relations theory and practice, schooled its practitioners, and served as a reference for those in the calling for more than five decades. 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. Their ideas and ambitions for the field still serve as beacons leading the field in the 21st century. This updated ninth edition continues the trend of excellence and will introduce yet another generation of practitioners worldwide to this important profession of Public Relations.
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Product details

  • Hardback | 624 pages
  • 203.2 x 254 x 20.32mm | 907.18g
  • Pearson
  • United States
  • English
  • 9th edition
  • 0130082007
  • 9780130082008
  • 2,149,010

Table of contents

PART I CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS

Chapter 1 Introduction to Contemporary Public Relations

Chapter 2 Public Relations Practitioners

Chapter 3 Organizational Settings

Chapter 4 Historical Origins

PART II FOUNDATIONS

Chapter 5 Ethics and Professionalism

Chapter 6 Legal Considerations

Chapter 7 Theory: Adjustment and Adaptation

Chapter 8 Theory: Communication and Public Opinion

Chapter 9 Internal Media and Employee Communication

Chapter 10 External Media and Media Relations

PART III MANAGEMENT PROCESS

Chapter 11 Step One: Defining Public Relations Problems

Chapter 12 Step Two: Planning and Programming

Chapter 13 Step Three: Taking Action and Communicating

Chapter 14 Step Four: Evaluating the Program

PART IV THE PRACTICE

Chapter 15 Business and Industry

Chapter 16 Government and Public Affairs

Chapter 17 Nonprofit Organizations, Health Care, and Education

Chapter 18 Trade Associations, Professional Societies, and Labor Unions
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162 ratings
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2 7% (12)
1 1% (1)
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