the profession & the practice Lattimore, Dan Primary Author Baskin, Otis Additional Author Heiman, Suzette T Additional Author Toth, Elizabeth L. Additional Author mixed material bibliography New York McGraw Hill 2012 en English

Printed Material

xix, 372 p. : ibdex, gloss., cases ; 24 cm. Coverage of global markets, new technologies, multiculturalism, and the latest news about public relations in action make this dynamic text the cutting-edge choice for public relations courses. In a personal and jargon-free style, this text presents and explains the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field, with spotlights on people and issues of interest to students. Table of Contents : Part I: THE PROFESSION Chapter 1. The Nature of Public Relations Chapter 2. The History of Public Relations Chapter 3. A Theoretical Basis for Public Relations Chapter 4. Law and Ethics Part II: THE PROCESS Chapter 5. Research: Understanding Public Opinion Chapter 6. Strategic Planning for Public Relations Effectiveness Chapter 7. Action and Communication Chapter 8. Evaluating Public Relations Effectiveness Part III: THE PUBLICS Chapter 9. Social Media and Traditional Media Relations Chapter 10. Employee Communication Chapter 11. Community Relations Chapter 12. Consumer Relations and Marketing Chapter 13. Investor Relations Part IV: THE PRACTICE Chapter 14. Public Affairs: Relations with Government Chapter 15. Public Relations in Nonprofit Organizations Chapter 16. Corporate Public Relations Appendix 1: Writing Appendix 2: Speechmaking Appendix 3: Video Professionals Practice Public relations MJD 978071315784 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen MJD Pub 35994 General (General) MJD Pub 39774 2013-05-29 00:00:00 2021-08-12 11:30:51 machine generated