Today's public relations : an introduction

Select an Action

Title:

Author:

Heath, Robert L. (Robert Lawrence), 1941-

ISBN:

9781412926355

Personal Author:

Heath, Robert L. (Robert Lawrence), 1941-

Publication Information:

Thousand Oaks, Calif. : SAGE Publications, c2006.

Physical Description:

xix, 539 p. : ill. ; 25 cm.

Contents:

Strategic relationship building : an ethical organization communicating effectively -- History of public relationships -- Managing mutually beneficial relationships -- The value of research -- Elements of planning -- Taking action : strategic messaging -- Evaluation of public relations efforts -- Public relations theory in practice -- Ethical and legal restraints on public relations practice -- Monitoring and managing issues -- Selecting media, technologies, and communication tools -- Publicity, promotion, and writing -- Collaborative decision making -- Building a career -- The future of public relations : globalism and cyberspace.

Subject Term:

Public relations.

Added Author:

Coombs, W. Timothy.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025539814	659.2 H438T 2006	1	Searching... Unknown

Bound With These Titles

On Order

Summary

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