Public Relations: The Profession and the Practice

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Brown & Benchmark Publishers, 1997 - Business & Economics - 508 pages
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The practice of public relations requires a solid background in principles and theory, a thorough comprehension of research and planning, effective use of communication tools, and a broad understanding of the major stakeholders or publics that concern your organization. Authors Otis Baskin, Craig Aronoff, and Dan Lattimore are public relations experts - with years of scholarly training and professional experience to hone their skills. In Public Relations: The Profession and the Practice, they'll help you develop your skills as a public relations practitioner. The principles and skills learned from this text will prove invaluable now and years down the road.

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What is Public Relations?
The History of Public Relations
The 1930s to the Present 4 7

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About the author (1997)

DAN L. LATTIMORE is Professor and Chairman of the Journalism Department at Memphis State University, Tennessee.

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