Effective Public Relations
Effective Public Relations, Eighth Edition presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices. This “bible” of the public relations field continues in its role as the single most authoritative and complete reference for public relations professionals. Still the most comprehensive and authoritative introductory book, continuing its long-standing tradition as the most-cited reference book. Often referred to as the “bible of public relations,” the new edition covers the many aspects of public relations theory and practice in a variety of settings. The Eighth Edition also serves as the basic reference for accreditation programs worldwide. Updates examples, sources, and references to provide readers with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field. The new edition offers an up-to-date synthesis and interpretation of the scholarly and professional literature. Expands discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions, clarifying the unique and essential role of the public relations management function in organizations. An excellent, essential desk reference for those in the practice.
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advertising agencies American AT&T Bernays broadcast campaign Carl Byoir cation clients corporate counselors Court Cutlip decision defined effective employees environment ethics evaluation example Fairness Doctrine federal Fleishman-Hillard function George Creel global goals groups Grunig Hill & Knowlton IABC impact interest internal investor relations Ivy Lee Kerry Tucker lic relations lobbying major marketing mass media ment messages muckraking newsletter newspapers organization's organizational organizations percent planning political president press agents problems profes professional promote PRSA public affairs public opinion public relations counsel public relations department public relations firms Public Relations Journal public relations practice public relations practitioners Public Relations Research Public Relations Review Public Relations Society Quarterly rela relationships reports requires role salary specialists staff strategy television tions top management Tylenol University worldwide York