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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Public Relations: The Profession and the Practice
PrefaceAbout the AuthorsPart I: THE PROFESSIONChapter 1. The Nature of Public RelationsChapter 2. The History of Public RelationsChapter 3. A Theoretical Basis for Public RelationsChapter 4. Law and EthicsPart II: THE PROCESSChapter 5. Research: Understanding Public OpinionChapter 6. Strategic Planning for Public Relations EffectivenessChapter 7. Action and CommunicationChapter 8. Evaluating Public Relations EffectivenessPart III: THE PUBLICSChapter 9. Social Media and Traditional Media RelationsChapter 10. Employee CommunicationChapter 11. Community RelationsChapter 12. Consumer Relations and Marketing Chapter 13. Investor RelationsPart IV: THE PRACTICEChapter 14. Public Affairs: Relations with GovernmentChapter 15. Public Relations in Nonprofit OrganizationsChapter 16. Corporate Public RelationsAppendix 1: Writing Appendix 2: Speechmaking Appendix 3: Video
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Produktdetaljer
ISBN
9780073512051
Publisert
2011-07-16
Utgave
4. utgave
Utgiver
Vendor
McGraw-Hill Professional
Vekt
746 gr
Høyde
224 mm
Bredde
191 mm
Dybde
15 mm
Aldersnivå
05, UU
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
432