Public Relations
The Profession and the Practice
Published on 1. July 1996
Book
Paperback/Softback
523 pages
978-0-07-114032-4 (ISBN)
Description
This text aims to provide an understanding of public relations and a basis for successful practice using experiences of practitioners and theoretical perspectives of scholars. It includes coverage of technological change, diversity and expanding global markets, and their impact on the profession.
More details
Edition
International 2 Revised ed
Language
English
Place of publication
Dubuque, IA
United States
Publishing group
McGraw-Hill Education - Europe
Target group
Professional and scholarly
Illustrations
facsimiles, portraits
Dimensions
Height: 230 mm
Weight
980 gr
ISBN-13
978-0-07-114032-4 (9780071140324)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Content
Part 1 Public relations - the profession: the nature of public relations; the history of public relations; a theoretical basis for public relations; public relations in organizational decision making; ethics and professionalism. Part 2 Public relations - the process: research - understanding public opinion; planning for public relations effectiveness; action and communication; evaluating public relations effectiveness. Part 3 Public relations - the publics: media relations; employee communication; community relations; consumer relations and marketing; financial relations; public affairs - relations with government. Part 4 Public relations - the practice: public relations in not-for-profit organizations; public relations in government; corporate public relations; the legal environment of public relations practice; public relations as a career.