Public Relations: the Profession and the Practice (Int'l Ed) -- Paperback （4 ed）

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Lattimore, Dan L./ Baskin, Otis W./ Heiman, Suzette T./ Toth, Elizabet

Mcgraw-hill Education - Europe（2011/07発売）

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製本 Paperback:紙装版/ペーパーバック版
商品コード 9780071310727

Full Description

Coverage of global markets, new technologies, multiculturalism, and the latest news about public relations in action make this dynamic text the cutting-edge choice for public relations courses. In a personal and jargon-free style, this text presents and explains the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field, with spotlights on people and issues of interest to students.

PrefaceAbout the AuthorsPart IPublic RelationsChapter 2. The History of Public RelationsChapter 3. A Theoretical Basis for Public RelationsChapter 4. Law and EthicsPart II: THE PROCESSChapter 5. Research: Understanding Public OpinionChapter 6. Strategic Planning for Public Relations EffectivenessChapter 7. Action and CommunicationChapter 8. Evaluating Public Relations EffectivenessPart III: THE PUBLICSChapter 9. Social Media and Traditional Media RelationsChapter 10. Employee CommunicationChapter 11. Community RelationsChapter 12. Consumer Relations and Marketing Chapter 13. Investor RelationsPart IV: THE PRACTICEChapter 14. Public Affairs: Relations with GovernmentChapter 15. Public Relations in Nonprofit OrganizationsChapter 16. Corporate Public RelationsAppendix 1: Writing Appendix 2: Speechmaking Appendix 3: Video