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PUBLIC RELATIONS. THE PROFESSION AND THE PRACTICE.
BASKIN O., ARONOFF C., LATTIMORE D. wydawnictwo: MCGRAW-HILL , rok wydania 1997, wydanie IV cena netto: 285.00 Twoja cena 270,75 zł + 5% vat - dodaj do koszyka PUBLIC RELATIONS. THE
PROFESION AND THE PRACTICE
Provide your students with a
thorough understanding of public relations practice with a text that incorporates the
experiences of practitioners with the theoretical perspectives of scholars. The fourth
edition features increased coverage of technological change, diversity and expanding
global markets, and their impact on the profession. New co-author Dan Lattimore, APR,
brings a wealth of professional experience, and years of public relations teaching to this
edition.
Features
- New!
Recent case studies written by various public relations professionals, such as the Windows
95 Roll-out, show students how the principles they've learned in class play out in a real
world setting.
- Reorganized
and rewritten, "A Theoretical Basis for Public Relations" (Ch.3) groups public
relations theories by their function so students can apply them to the practice of public
relations.
- Completely
rewritten, "Ethics and Professionalism" (Ch.5) provides students with a full
range of ethical issues that arise in professional relationships with clients, news media,
financial analysts and others.
- Updated
to keep pace with the rapidly changing environment, "Public Relations as a
Career" (Ch.20) exposes students to the variety of occupations that encompass public
relations and prepares them for their job search after graduation.
- Public
Relations Spotlights in each chapter, such as Reasons to Do a VNR, provide special insight
into a wide variety of modern public relations issues.
Table of Contents
Part I: Public Relations: The
Profession
- 1
The Nature of Public Relations
- Preview
- What
is Public Relations?
- Public
Relations as a Management Function
- Public
Relations as Communication
- Public
Relations as a Means of Influencing Public Opinion
- The
Nature of Public Relations Work
- A
Systems View of Public Relations
- Summary
- Case
Study
- Questions
- Notes
- 2
The History of Public Relations
- American
Antecedents to Public Relations
- Public
Relations: Three Stages of Development
- The
1930s to the Present
- The
Depression
- The
Present
- The
Future of Public Relations
- 3
A Theoretical Basis for Public Relations by Rick Fischer
- Theories
of Relationships
- Theories
of Cognition and Behavior
- Theories
of Mass Communication
- Useful
Typologies in Understanding Public Relations
- 4
Public Relations in Organizational Decision Making
- Staff
and Line: Where Public Relations Fits in Decision Making
- The
Importance of Public Relations in Organizational Decision Making
- Entering
the Management Mainstream
- Issues
Management
- 5
Ethics and Professionalism
- The
Challenge of Ethical Practice
- Establishing
Standards for a Developing Profession
Part II: Public Relations:
The Process
- 6
Research: Understanding Public Opinion
- The
Need for Research in Public Relations
- Integrating
- Case
Study: Cedar Springs Community Hospital, Segment 1
- Proving
the Worth of Public Relations
- Informal
Research Techniques
- Formal
Research Techniques
- Collecting
Formal Research Data
- Measuring
Public Opinion
- Uses
of Research in Public Relations
- 7
Planning for Public Relations Effectiveness
- The
Importance of Planning
- Integrating
- Case
Study: Cedar Springs Community Hospital, Segment 2
- The
Fundamentals of Managerial Planning
- Developing
a Plan to Reach the Goal
- Types
of Plans
- 8
Action and Communication
- Integrating
- Case
Study: Cedar Springs Community Hospital, Segment 3
- Public
Relations in Action
- Designing
the Public Relations Matrix
- The
Practitioner as a Communicator
- 9
Evaluating Public Relations Effectiveness
- The
Need for Evaluation Research
- Integrating
- Case
Study: Cedar Springs Community Hospital, Segment 4
- Measuring
the Worth of Public Relations Efforts
- Closed-System
Evaluation
- Open-System
Evaluation
Part III: Public Relations:
The Publics
- 10
Media Relations
- Understanding
the Media
- The
Relationship Between Journalists and PR Practitioners
- Working
with the Media
- Research
and Planning in Media Relations
- Publicity
- How
to Reach the Media
- Electronic
Media
- 11
Employee Communication
- The
Concept of Organizational Climate
- The
Importance of Employee Communication
- Special
Employee Communication Situations
- The
Media of Employee Communication
- 12
Community Relations
- An
Interdependent Relationship
- The
Community Relations Process
- Specific
Functions of Community Relations
- 13
Consumer Relations and Marketing
- Applying
Public Relations Techniques to Marketing
- Development
of Consumer Relations Issues
- Recent
Trends in Consumer Issues
- Public
Relations and Consumer Affairs
- Integrated
Communication
- 14
Financial Relations
- Growing
Interest in Investor Relations
- Maintaining
Investor Confidence
- Providing
Public Information
- Crisis
Issues in Financial Relations
- Financial
Relations Professionals
- Audiences
for Financial Relations
- Communication
Strategies in Financial Relations
- 15
Public Affairs: Relations with Government
- Public
Affairs for Not-for-Profit Organizations
- Public
Affairs in Business
- The
Job of Public Affairs
- Understanding
the Political System
- State
and Local Public Affairs
- Internal
Political Communication
- Does
Business Conduct Its Government Relations Properly?
Part IV: Public Relations:
The Practice
- 16
Public Relations in Not-for-Profit Organizations
- Communication
in Not-for-Profit Organizations
- Public
Relations in Associations and Unions
- Hospital
and Health Care Public Relations
- Public
Relations in Religious and Volunteer Organizations
- Public
Relations in Educational Institutions
- Fund
Raising as a Public Relations Problem
- 17
Public Relations in Government
- The
Background of Public Relations in American Government
- The
Importance and Scope of Governmental Public Relations
- The
Function of Governmental Public Relations
- The
Practice of Governmental Public Relations
- Employee
and Media Relations in Government
- Using
the Internet
- The
Presidential Press Secretary
- Public
Relations and Political Campaigns
- The
Impact of Public Relations on Government
- 18
Corporate Public Relations
- The
Challenge of Corporate Public Relations Today Establishing Corporate Credibility
- Considering
the Human Factor
- Promoting
Public Understanding
- Helping
Solve Societal Problems
- Public
Relations for Small Businesses
- Major
Issues Facing Corporate Public Relations Professionals
- 19
The Legal Environment of Public Relations Practice
- Public
Relations and Legal Advisers
- First
Amendment Rights and Limits
- Government
Regulatory Agencies
- Legal
Considerations Surrounding the Internet
- 20
Public Relations as a Career
- The
Expanding Scope of Public Relations Practice
- Public
Relations Practitioner Profiles
- Preparing
for a Public Relations Career
- Finding
a Job in Public Relations
508 pages
Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
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