Public Relations A Values-Driven Approach

ISBN-10: 0205495389
ISBN-13: 9780205495382
Edition: 3rd 2007 (Revised)
List price: $137.80 Buy it from $3.00
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Description: Public Relations: A Values-Driven Approach, Cases Edition,adds 24 timely and exciting cases to the authorsrsquo; successful introductory book, engaging the reader in the practice of public relations. nbsp; Maintaining the intriguing and effective  More...

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Book details

List price: $137.80
Edition: 3rd
Copyright year: 2007
Publisher: Allyn & Bacon, Incorporated
Publication date: 8/8/2006
Binding: Paperback
Pages: 672
Size: 7.50" wide x 9.00" long x 1.00" tall
Weight: 2.2
Language: English

Public Relations: A Values-Driven Approach, Cases Edition,adds 24 timely and exciting cases to the authorsrsquo; successful introductory book, engaging the reader in the practice of public relations. nbsp; Maintaining the intriguing and effective features ofPublic Relations: A Values-Driven Approach, theCases Editionoffers case studies with discussion questions to convey the excitement and challenges of real-world public relations. Mixing positive examples with public relations activities gone awry, the authors have developed eight brand-new case studies and updated cases from previous editions ofPublic Relations: A Values-Driven Approachproven to help the reader gain an understanding of the industry.nbsp; nbsp; In a time when society is holding individuals and organizations to high standards of conduct,Public Relations: A Values-Driven Approach, Cases Edition,teaches the reader how to build ethical, productive relationships with strategic constituencies. Steeped in the traditions and theories of public relations, the book features an engaging, informal tone.

Foundations of Public Relations
What Is Public Relations?
Public Relations: Everywhere you look A Profession Gaining
In Respect Why a Public Relations Career?
The Public Relations Process
The Role of Values in Public Relations Values-Driven Public Relations
Discussion Questions Memo from the Field
Phair, PhairAdvantage Communication Itrsquo;s
Your Turn: The Question Key Terms Notes
Jobs in Public Relations
Where the Jobs Are Governments
Public Relations Agencies Independent
Public Relations Consultants
Public Relations Activities and Duties
Working Conditions and Salaries Whatrsquo;s Important in a Job?
Discussion Questions Memo from the Field
Valencia, Peacute;rez & Echeveste Public Relations Itrsquo;s
Your Turn: Career Day at High School
A Brief History of Public Relations
Why History is Important to You Premodern
Public Relations War and Propaganda
The Downsizing of the United States
The New Millennium Discussion Questions Memo from the Field
retired Itrsquo;s
Your Turn: MegaShop Comes to Sunnyview Key Terms
Notes
The Publics in Public Relations
What Is a Public?
The Publics in Public Relations
What Do We Need to Know about Each Public?
The Traditional Publics in Public Relations
Discussion Questions Memo from the Field
The Aker Partners, Inc. Itrsquo;s
Your Turn: The Tuition Increase
Key Terms
Notes
Communication Theory and Public Opinion
The Power of Public Opinion
A Communication Model Mass Communication Theories
Motivation Persuasion and Public Opinion
Discussion Questions Memo from the Field
Barometre Itrsquo;s
Your Turn: The Acme Widget Company
Key Terms
Notes
Ethics and Social Responsibility in Public Relations
What Are Ethics?
Objectivity versus Advocacy: A Misleading Ethics Debate Challenges to Ethical Behavior
The Rewards of Ethical Behavior Trust and Social Corporate
Responsibility Beyond CSR: Strengthening Ethical Behavior
Discussion Questions Memo from the Field: Carol Cone, Cone, Inc. Itrsquo;s
Your Turn: Trouble Brewi

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