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Public relations : the profession and the practice / Dan Lattimore, Otis Baskin, Suzette T. Heiman and Elizabeth L. Toth

By: Contributor(s): Material type: TextTextPublication details: Boston : McGraw-Hill Higher Education, c2008.Edition: 3rd edDescription: xxiv, 393 [33] p. : col. ill. ; 26 cmISBN:
  • 9780073378879
  • 0073378879
Subject(s): DDC classification:
  • 659.2 PUB
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. 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 Chapter 17. Technological, Global, and Organizational Issues in Public Relations Appendix 1: Writing A-1 Appendix 2: Speechmaking by Dan Reines
Summary: Offers coverage of global markets, new technologies, and multiculturalism. Accompanied by a DVD with video interviews of leaders in the public relations field, this work explains the fundamental tools of public relations practice, providing an understanding of the trends within the field.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Book Mzumbe University Main Campus Library 659.2 PUB (Browse shelf(Opens below)) 1 Available 0071352
Book Mzumbe University Main Campus Library 659.2 PUB (Browse shelf(Opens below)) 2 Available 0071353
Book Mzumbe University Main Campus Library 659.2 PUB (Browse shelf(Opens below)) 3 Available 0071354
Total holds: 0

Includes bibliographical references and index.

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. 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 Chapter 17. Technological, Global, and Organizational Issues in Public Relations Appendix 1: Writing A-1 Appendix 2: Speechmaking by Dan Reines

Offers coverage of global markets, new technologies, and multiculturalism. Accompanied by a DVD with video interviews of leaders in the public relations field, this work explains the fundamental tools of public relations practice, providing an understanding of the trends within the field.

eng

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