Public relations : the profession and the practice /
Dan Lattimore, Otis Baskin, Suzette T. Heiman and Elizabeth L. Toth
- 3rd ed.
- Boston : McGraw-Hill Higher Education, c2008.
- xxiv, 393 [33] p. : col. ill. ; 26 cm.
Includes bibliographical references and index.
Part I: THE PROFESSION Chapter 1. The Nature of Public Relations Chapter 2. The History of Public Relations Chapter 3. A Theoretical Basis for Public Relations Chapter 4. Law and Ethics Part II: THE PROCESS Chapter 5. Research: Understanding Public Opinion Chapter 6. Strategic Planning for Public Relations Effectiveness Chapter 7. Action and Communication Chapter 8. Evaluating Public Relations Effectiveness Part III: THE PUBLICS Chapter 9. Media Relations Chapter 10. Employee Communication Chapter 11. Community Relations Chapter 12. Consumer Relations and Marketing Chapter 13. Investor Relations Part IV: THE PRACTICE Chapter 14. Public Affairs: Relations with Government Chapter 15. Public Relations in Nonprofit Organizations Chapter 16. Corporate Public Relations Chapter 17. Technological, Global, and Organizational Issues in Public Relations Appendix 1: Writing A-1 Appendix 2: Speechmaking by Dan Reines
Offers coverage of global markets, new technologies, and multiculturalism. Accompanied by a DVD with video interviews of leaders in the public relations field, this work explains the fundamental tools of public relations practice, providing an understanding of the trends within the field.