Today′s Public Relations: An IntroductionSAGE Publications, 19 oct. 2005 - 560 pages Today′s Public Relations: An Introduction works to redefine the teaching of public relations by discussing its connection to mass communication, and linking it to its rhetorical heritage. The text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion/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. The book also examines the challenges of creating a solid foundation in the field of public relations while working to become a professional in a global society. Key Features:
Intended Audience: Undergraduate and graduate courses in public relations in journalism and business departments |
Table des matières
2 History of Public Relationships | 41 |
3 Managing Mutually Beneficial Relationships | 75 |
4 The Value of Research | 106 |
5 Elements of Planning | 134 |
6 Taking Action | 163 |
7 Evaluation of Public Relations Efforts | 179 |
8 Public Relations Theory in Practice | 195 |
9 Ethical and Legal Restraints on Public Relations Practice | 220 |
11 Selecting Media Technologies and Communication Tools | 303 |
12 Publicity Promotion and Writing | 338 |
13 Collaborative Decision Making | 386 |
14 Building a Career | 418 |
15 The Future of Public Relations | 454 |
| 493 | |
| 507 | |
About the Authors | 539 |
Expressions et termes fréquents
achieve action activists activities advertising agencies align analysis attention audiences become believe build called campaign challenge chapter client collaborative decision communication concerns consider corporate create crisis critics culture customers demonstrate discussion effective efforts employees engage environmental ethical evaluation example expectations facts functions give groups identify important increase industry instance interests involved issue issues management MAPs means meet mutually beneficial nonprofit objectives operations opinions organization organization’s person points positive practice practitioners principles problem professional promotion public relations public relations practitioners questions reason relationships release reporters requires response rhetorical risk share situation skills society stakeholders standards statements story strategic success theory tion understand