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