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Cutlip and Center's Effective Public Relations

ISBN-10: 0136029698
ISBN-13: 9780136029694
Edition: 10th 2009
Authors: Glen M. Broom
List price: $153.40
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Description: Effective Public Relations, 10/e, presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices. This ldquo;biblerdquo; of the public relations field continues in its role as the single most  More...

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Book details

List price: $153.40
Edition: 10th
Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 10/8/2008
Binding: Paperback
Pages: 504
Size: 8.00" wide x 10.00" long x 1.00" tall
Weight: 2.090

Effective Public Relations, 10/e, presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices. This ldquo;biblerdquo; of the public relations field continues in its role as the single most authoritative and complete reference for public relations professionals.Still the most comprehensive and authoritative introductory book, continuing its long-standing tradition as the most-cited reference book. Often referred to as the ldquo;bible of public relations,rdquo; the new edition covers the many aspects of public relations theory and practice in a variety of settings. This text also serves as the basic reference for accreditation programs worldwide. Updates examples, sources, and references to provide readers with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field. The new edition offers an up-to-date synthesis and interpretation of the scholarly and professional literature. Expands discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions, clarifying the unique and essential role of the public relations management function in organizations.An excellent,essentialdesk reference for those in the practice.

Concept, Practitioners, Context, and Origins
Introduction to Contemporary Public Relations
Practitioners of Public Relations
Organizational Settings
Historical Origins
Foundations
Professionalism and Ethics
Legal Considerations
Theoretical Underpinnings: Adjustment and Adaptation
Communication and Public Opinion
Internal Relations and Employee Communication
External Media and Media Relations
Management Process
Step One: Defining Public Relations Problems
Step Two: Planning and Programming
Step Three: Taking Action and Communicating
Step Four: Evaluating the Program
The Practice
Business and Industry Public Relations
Government and Public Affairs
Nonprofits, Trade Associations, and Nongovernmental Organizations
Index

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