Synopses & Reviews
Effective Public Relations presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices. This “bible” of the public relations field continues in its role as the single most authoritative and complete reference for public relations professionals. Still the most comprehensive and authoritative introductory book, continuing its long-standing tradition as the most-cited reference book. Often referred to as the “bible of public relations,” the new edition covers the many aspects of public relations theory and practice in a variety of settings. This text also serves as the basic reference for accreditation programs worldwide. Updates examples, sources, and references to provide readers with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field. The new edition offers an up-to-date synthesis and interpretation of the scholarly and professional literature. Expands discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions, clarifying the unique and essential role of the public relations management function in organizations. An excellent, essential desk reference for those in the practice.
Table of Contents
PART I CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS
Chapter 1 Introduction to Contemporary Public Relations
Chapter 2 Public Relations Practitioners
Chapter 3 Organizational Settings
Chapter 4 Historical Origins
PART II FOUNDATIONS
Chapter 5 Ethics and Professionalism
Chapter 6 Legal Considerations
Chapter 7 Theory: Adjustment and Adaptation
Chapter 8 Theory: Communication and Public Opinion
Chapter 9 Internal Media and Employee Communication
Chapter 10 External Media and Media Relations
PART III MANAGEMENT PROCESS
Chapter 11 Step One: Defining Public Relations Problems
Chapter 12 Step Two: Planning and Programming
Chapter 13 Step Three: Taking Action and Communicating
Chapter 14 Step Four: Evaluating the Program
PART IV THE PRACTICE
Chapter 15 Business and Industry
Chapter 16 Government and Public Affairs
Chapter 17 Nonprofit Organizations, Health Care, and Education
Chapter 18 Trade Associations, Professional Societies, and Labor Unions