Normal view MARC view ISBD view

Public relations : the profession and the practice / Dan Lattimore ... [et al.]. - 3rd ed. - Boston : McGraw-Hill Higher Education, 2008. - xxiv, 393 [33] p. : col. ill. ; 26 cm.

Includes Index

Part I: The Profession.
Chapter 1: The Nature of Public Relations
Chapter 2: The History of Public Relations
Chapter 3: A Theoretical Basis for Public Relations
Chapter 4: Law and Ethics.

Part II: The Process.
Chapter 5: Research: Understanding Public Opinion
Chapter 6: Strategic Planning for Public Relations Effectiveness Chapter 7: Action and Communication
Chapter 8: Evaluating Public Relations Effectiveness.

Part III: The Publics.
Chapter 9: Media Relations
Chapter 10: Employee Communication
Chapter 11: Community Relations
Chapter 12: Consumer Relations and Marketing
Chapter 13: Investor Relations.

Part IV: The Practice.
Chapter 14: Public Affairs: Relations with Government
Chapter 15: Public Relations in Nonprofit Organizations
Chapter 16: Corporate Public Relations
Chapter 17: Technological, Global and Organizational Issues in Public Relations.

ISBN: 9780073378879 0073378879

Subjects--Topical Terms:
Public relations.
Public relations

LC Class. No.: HM1221 / .P82