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Public Relations The Profession and the Practice

ISBN-10: 0073512052
ISBN-13: 9780073512051
Edition: 4th 2012
List price: $210.33 Buy it from $30.64 Rent it from $22.45
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Description: Public relations has developed as a major force in a growing, global information society. The practice of public relations is changing to include new, interactive media, while continuing to depend on the foundation of traditional media. The  More...

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Book details

List price: $210.33
Edition: 4th
Copyright year: 2012
Publisher: McGraw-Hill Companies, The
Publication date: 6/15/2011
Binding: Paperback
Pages: 448
Size: 8.00" wide x 9.75" long x 0.50" tall
Weight: 2.640
Language: English

Public relations has developed as a major force in a growing, global information society. The practice of public relations is changing to include new, interactive media, while continuing to depend on the foundation of traditional media. The multi-disciplinary approach to understanding public relations is provided by the authors who come from business, journalism, communication and advertising backgrounds. The easy-to-read style of the text has been a hallmark of the text from its beginning. It includes spotlights on important topics or issues, mini-cases with short real-life cases, and end-of-the-chapter case studies often of major events such as the BP crisis, or GM's financial crisis where it used social media to provide interactive relationships with its constituencies.

Preface
About the Authors
The Profession
The Nature of Public Relations
The History of Public Relations
A Theoretical Basis for Public Relations
Law and Ethics
The Process
Research: Understanding Public Opinion
Strategic Planning for Public Relations Effectiveness
Action and Communication
Evaluating Public Relations Effectiveness
The Publics
Social Media and Traditional Media Relations
Employee Communication
Community Relations
Consumer Relations and Marketing
Investor Relations
The Practice
Public Affairs: Relations with Government
Public Relations in Nonprofit Organizations
Corporate Public Relations
Writing
Speechmaking
Video

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