Practice of Public Relations

Practice of Public Relations

3.69 (115 ratings by Goodreads)
  • Hardback
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BASIC APPROACH For courses in Public Relations and Introduction to Public Relations in Journalism, Communications, and Business departments. Uses a unique hands-on approach that forces students to think critically about the field. Unlike other PR texts that steer clear of the cases, the ethical challenges, the "how to" counsel, and the public relations conundrums that force students to think, this book prepares students to deal with a full range of situations and arrive at effective, ethical solutions. An "in-your-face" textbook for an "in-your-face" profession. THREE THINGS TO KNOW
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Product details

  • Hardback | 534 pages
  • 207.8 x 259.1 x 25.9mm | 1,179.35g
  • Pearson
  • United States
  • 8th edition
  • 0130276790
  • 9780130276797

Table of contents

I. EVOLUTION. 1. What Is Public Relations? 2. The Evolution of Public Relations. II. VALIDATION. 3. Public Opinion. 4. Ethics. 5. Research. 6. The Law. III. ACTIVATION. 7. Communication. 8. Management. 9. Crisis Management. 10. Integrated Marketing Communications. IV. EXECUTION. 11. Public Relations Writing. 12. Writing for the Eye and Ear. 13. Public Relations and the Internet. V. THE PUBLICS. 14. Print Media. 15. Electronic Media. 16. Employees. 17. Community Diversity. 18. Government. 19. Consumers and Investors. VI. THE FUTURE. 20. The Golden Age. APPENDIXES. A: Code of Professional Standards for the Practice of Public Relations. B: Advertising Effectiveness Tracking Study. C: Definitions of Selected Terms Used in Public Relations Evaluation. D: Audiovisual Supports. E: Defining Key Cyberspace Terms. F: On-Line Databases. G: Leading Media Directories. H: Corporate Reporting Requirements. I: Annual Meeting Checklist. Credits. Index.
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Rating details

115 ratings
3.69 out of 5 stars
5 24% (28)
4 37% (42)
3 27% (31)
2 9% (10)
1 3% (4)
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