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Description: |
xx, 588 pages : illustrations ; 25 cm. |
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Bibliography Note: |
Includes bibliographical references and index. |
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Contents Note: |
Contents: pt. I. Concept, Practitioners, Context, and Origins. Ch. 1. Introduction to Contemporary Public Relations. Ch. 2. Practitioners of Public Relations. Ch. 3. Organizational Settings. Ch. 4. Historical Origins -- pt. II. Foundations. Ch. 5. Ethics and Professionalism. Ch. 6. Legal Considerations. Ch. 7. Theoretical Underpinnings: Adjustment and Adaptation. Ch. 8. Communication and Public Opinion. Ch. 9. Media and Media Relations -- pt. III. Management Process. Ch. 10. Step One: Defining Public Relations Problems. Ch. 11. Step Two: Planning and Programming. Ch. 12. Step Three: Taking Action and Communicating. Ch. 13. Step Four: Evaluating the Program -- pt. IV. The Practice. Ch. 14. Business and Industry. Ch. 15. Government and Politics. Ch. 16. Nonprofit Organizations, Health Care, and Education. Ch. 17. Trade Associations, Professional Societies, and Labor Unions. |
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Summary, Etc. Note: |
Summary: Effective Public Relations, Eighth Edition presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices. This "bible" 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 "bible of public relations," the new edition covers the many aspects of public relations theory and practice in a variety of settings. The Eighth Edition 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, essential desk reference for those in the practice. |
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Additional Physical Forms: |
Online version: Cutlip, Scott M. Effective public relations. 8th ed. Upper Saddle River, N.J. : Prentice Hall, ©2000 (OCoLC)632536623 |