Today's Public Relations: An Introduction

Front Cover
SAGE, 2006 - Business & Economics - 539 pages
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Working to redefine the teaching of public relations by discussing its connection to mass communication, but also linking it to its rhetorical heritage, this 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.

Key Features:

- Chapter-opening vignettes illustrate key points to be covered in the chapter.

- Web Watcher boxes highlight the importance of the Internet in PR today and encourage students to use the Web's resources.

- Ethical Quandary boxes lead readers to think through difficult situations in order to better prepare them for the challenges of public relations.

- Professional Reflections, written by practitioners, give a real-world perspective on the topics covered.

- End-of-chapter questions and summary questions, exercises, and recommended reading lists help readers to better comprehend the chapter material and delve more deeply into the topic at hand.

 

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Contents

1 Strategic Relationship Building
1
2 History of Public Relationships
41
3 Managing Mutually Beneficial Relationships
75
4 The Value of Research
106
5 Elements of Planning
134
6 Taking Action
163
7 Evaluation of Public Relations Efforts
179
8 Public Relations Theory in Practice
195
11 Selecting Media Technologies and Communication Tools
303
12 Publicity Promotion and Writing
338
13 Collaborative Decision Making
386
14 Building a Career
418
15 The Future of Public Relations
454
References
493
Index
507
About the Authors
539

9 Ethical and Legal Restraints on Public Relations Practice
220
10 Monitoring and Managing Issues
258

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About the author (2006)

Robert L. Heath, professor emeritus of communication at the University of Houston, is an internationally recognized authority on public relations, crisis communication, issues management, risk communication, and business-to-business communication. He has published many award-winning books, including The SAGE Handbook of Public Relations (2010), Handbook of Risk and Crisis Communication (2009), Strategic Issues Management (2nd ed., 2009), Rhetorical and Critical Approaches to Public Relations II (2009), and Terrorism: Communication and Rhetorical Perspectives (2008).

Heath has 3 decades' experience in corporate communication and positioning research. He has conducted research on risks related to various hazards, including those associated with chemical manufacturing and community right-to-know—key themes in community relations. In addition, he has published more than 100 chapters and articles and serves on the editorial and reviewer panels of several premier academic journals. He has received many honors from public relations professionals and academic associations and has lectured nationally and internationally on a wide array of topics.

W. Timothy Coombs (PhD, Public Affairs and Issues Management, Purdue University) is a professor in the Nicholson School of Communication at the University of Central Florida. His books include Applied Crisis Communication and Crisis Management: Cases and Exercises, Code Red in the Boardroom,and, with Sherry Holladay, Managing Corporate Social Responsibility, PR Strategy and Application, and The Handbook of Crisis Communication.  His crisis communication research was awarded the 2002 Jackson, Jackson & Wagner Behavioral Science Prize from the Public Relations Society of America. Dr. Coombs has published more than 40 research articles, most focusing on crisis communication, as well as more than 30 book chapters on the subject. He has worked with consulting firms in the U.S. and Europe on ways to improve crisis communication efforts for their clients, and has been invited by governments and businesses around the world to present his ideas and insights into crisis communication.

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