Public Relations: The Profession and the Practice
Brown & Benchmark Publishers, 1997 - Business & Economics - 508 pages
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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action activities advertising agencies Alan Scott American annual report areas Association audience behavior Bridgestone budget campaign Carl Byoir chapter clients community relations consumer corporate customers decisions develop economic editor effective environment established 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 National 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 stockholders story sumers survey theory tions understanding University of Memphis Video News Releases Windows 95