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Today's Public Relations: An Introduction

by Robert Heath and W Coombs SAGE Publications, Inc
Pub Date:
10/2005
ISBN:
9781412926355
Format:
Pbk 560 pages
Price:
AU$299.00 NZ$308.70
Product Status: In Stock Now
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Available as eBook
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Today's Public Relations: An Introduction works to redefine the teaching of public relations by discussing its connection to mass communication, but also linking it to its rhetorical heritage. The text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion/publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success. The book also examines the challenges of creating a solid foundation in the field of public relations while working to become a professional in a global society.

Table of Contents
Strategic Public Relations Building: An Ethical Organization Communicating Effectively / History of Public Relationships / Managing Mutually Beneficial Relationships / The Value of Research in Public Relations / Planning / Taking Action / Evaluation of Public Relations Efforts / Public Relations Theory into Practice / Ethical and Legal Restraints on Public Relations Practice / Monitoring and Managing Issues / Selecting Media, Technologies, and Communication Tools / Publicity, Promotion, and Writing / Collaborative Decision Making / Building a Career / Globalism and the Future of Public Relations

CONTENTS
Strategic Public Relations Building: An Ethical Organization Communicating Effectively / History of Public Relationships / Managing Mutually Beneficial Relationships / The Value of Research in Public Relations / Planning / Taking Action / Evaluation of Public Relations Efforts / Public Relations Theory into Practice / Ethical and Legal Restraints on Public Relations Practice / Monitoring and Managing Issues / Selecting Media, Technologies, and Communication Tools / Publicity, Promotion, and Writing / Collaborative Decision Making / Building a Career / Globalism and the Future
of Public Relations

"Though written primarily for students, many professionals could benefit from the informative case studies and guidelines that adorn this volume. This book also looks at international public relations giving the student a hint of what global communications is like."
Robert L. Heath University of Houston

W. Timothy Coombs Eastern Illinois University