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Today's Public Relations
An Introduction
- Robert L. Heath - University of Houston, USA
- W. Timothy Coombs - University of Central Florida, USA
October 2005 | 560 pages | SAGE Publications, Inc
Today's Public Relations: An Introduction works to redefine the teaching of public relations by discussing its connection to mass communication, and linking it to its rhetorical heritage. The text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion/publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success. The book also examines the challenges of creating a solid foundation in the field of public relations while working to become a professional in a global society.
Key Features:
Key Features:
- Chapter-opening vignettes illustrate key points to be covered in the chapter.
- Web Watcher boxes highlight the importance of the Internet in PR today and encourage students to use the Web's resources.
- Ethical Quandary boxes lead readers to think through difficult situations in order to better prepare them for the challenges of public relations.
- Professional Reflections, written by practitioners, give a real-world perspective on the topics covered.
- End-of-chapter questions and summary questions, exercises, and recommended reading lists help readers to better comprehend the chapter material and delve more deeply into the topic at hand.
Intended Audience: Undergraduate and graduate courses in public relations in journalism and business departments
Preface
Acknowledgments
1. Strategic Public Relations Building: An Ethical Organization Communicating Effectively
2. History of Public Relationships
3. Managing Mutually Beneficial Relationships
4. The Value of Research
5. Elements of Planning
6. Taking Action: Strategic Messaging
7. Evaluation of Public Relations Efforts
8. Public Relations Theory in Practice
9. Ethical and Legal Restraints on Public Relations Practice
10. Monitoring and Managing Issues
11. Selecting Media, Technologies, and Communication Tools
12. Publicity, Promotion, and Writing
13. Collaborative Decision Making
14. Building a Career
15. The Future of Public Relations: Globalism and Cyberspace
References
Index
About the Authors
"Though written primarily for students, many professionals could benefit from the informative case studies and guidelines that adorn this volume. This book also looks at international public relations giving the student a hint of what global communications is like."
Book Nook
Fascinating reading and relevant to the modern media context
Communication and Applied Language Studies, University of Venda
March 19, 2023
Loved the layout and really seems to suit my needs for the class
Division of Mass Communications, St John's University
January 9, 2013
Sage College Publishing
