Description
Today's Public Relations: An Introduction is a comprehensive text that features all aspects of public relations with specific sensitivity to the message strategies that challenge practitioners to be successful, yet ethical. In this book, authors Robert L. Heath and W. Timothy Coombs redefine the teaching of public relations by discussing its connection to mass communication while linking it to its rhetorical heritage. The text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion and 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.
Table of Contents
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
