EFFECTIVE PUBLIC RELATIONS CUTLIP S.M. CENTER A.H. BROOM G.M. Księgarnia

Intended as the primary textbook for the foundational public relations principles course and for a stand-alone public relations theory and practices course in communications and business programs.

Effective Public Relations

has defined public relations theory and practice, schooled its practitioners, and served as a reference for those in the calling for more than five decades. The first edition of Scott M. Cutlip and Allen H. Centers revolutionary book in 1952 made public relations an acceptable subject of academic study. Their ideas and ambitions for the field still serve as beacons leading the field in the 21st century. This updated ninth edition continues the trend of excellence and will introduce yet another generation of practitioners worldwide to this important profession of Public Relations.

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 14 Business and Industry
Chapter 15 Government and Public Affairs
Chapter 16 Nonprofit Organizations, Health Care, and Education
Chapter 17 Trade Associations, Professional Societies, and Labor Unions
Features
A conceptual framework. Helps students understand the concepts, principles, and theories underpinning professional practice.
Voices of leading practitioners and scholars Especially in chapters describing contemporary practice. Gives students a variety of perspectives on how the principles, models, and theory of public relations are applied in practice.
Frequent examples from public Relations practice in other countries. Expands students understanding of the practice internationally.
Expanded treatment of professional ethics Shows how values and principles provide the basis for claims of professionalism and professional status.
Paperback
624 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.