Public relations: the profession and the practice
McGraw-Hill, Jul 1, 1996 - Business & Economics - 508 pages
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.
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What is Public Relations?
The History of Public Relations
The 1930s to the Present
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action activities advertising agencies Alan Scott American annual report areas Association AT&T audience behavior Bridgestone budget campaign Carl Byoir chapter clients community relations consumer corporate customers decisions develop economic effective environment ethical evaluation executives federal FedEx Figure goals groups Hill & Knowlton important individual industry influence interest internal interview involved issues management Ivy Lee journalists lic relations major marketing mass media media relations ment messages Mini-Case operations organization's organizational organizations Pepsi percent person planning policies political positive president problems programs promote PRSA public opinion public relations efforts Public Relations Journal public relations practice public relations practitioners public relations professionals Public Relations Review Public Relations Spotlight rela relationships releases responsibility role social society staff story sumers survey theory tions understanding University of Memphis Video News Releases Windows 95