Today's Public Relations: An Introduction

Couverture
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:Chapter-opening vignettes illustrate key points to be covered in the chapter. Web Watcher boxes highlight the importance of the Internet in PR today and encourage students to use the Web's resources. Ethical Quandary boxes lead readers to think through difficult situations in order to better prepare them for the challenges of public relations. Professional Reflections, written by practitioners, give a real-world perspective on the topics covered. End-of-chapter questions and summary questions, exercises, and recommended reading lists help readers to better comprehend the chapter material and delve more deeply into the topic at hand.Intended Audience: Undergraduate and graduate courses in public relations in journalism and business departments
 

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Table des matières

1 Strategic Relationship Building
1
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
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
References
493
Index
507
About the Authors
539

9 Ethical and Legal Restraints on Public Relations Practice
220
10 Monitoring and Managing Issues
258

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À propos de l'auteur (2006)

Robert L. Heath, professor emeritus of communication at the University of Houston, is an internationally recognized authority on public relations, crisis communication, issues management, risk communication, and business-to-business communication. He has published many award-winning books, including The SAGE Handbook of Public Relations (2010), Handbook of Risk and Crisis Communication (2009), Strategic Issues Management (2nd ed., 2009), Rhetorical and Critical Approaches to Public Relations II (2009), and Terrorism: Communication and Rhetorical Perspectives (2008).

Heath has 3 decades' experience in corporate communication and positioning research. He has conducted research on risks related to various hazards, including those associated with chemical manufacturing and community right-to-know—key themes in community relations. In addition, he has published more than 100 chapters and articles and serves on the editorial and reviewer panels of several premier academic journals. He has received many honors from public relations professionals and academic associations and has lectured nationally and internationally on a wide array of topics.

W. Timothy Coombs, Ph.D., Purdue University, is the Abell Professor in Liberal Arts in Department of Communication at Texas A&M University. He is the 2002 recipient of Jackson, Jackson & Wagner Behavioral Science Prize from the Public Relations Society of America, received the 2013 Pathfinder Award from the Institute of Public Relations in recognition of his research contributions to the field and to the practice, received the 2014 Business Impact Award from the Association for Business Communication and USC Marshall School of Business, Center for Management Communication, and was the 2014 winner of the Dean's Distinguished Researcher Award in the College of Sciences at the University of Central Florida. Dr. Coombs has won multiple PRIDE awards from the Public Relations Division of the National Communication Association for both books and research articles. He is also a member of the Arthur W. Page Society.

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