Normal view MARC view ISBD view

Public relations : the profession and the practice / Dan Lattimore ... [et al.]. - 2nd ed. - New York : McGraw-Hill, c2007. - xxiv, 387 p. : ill. 26 cm. + DVD-ROM (4 3/4 in.)

Includes index.

Part I: The profession. The Nature of Public Relations ; The History of Public Relations ; A Theoretical Basis for Public Relations ; Law and Ethics. --
Part II: The process. Research: Understanding Public Opinion ; Strategic Planning for Public Relations Effectiveness ; Action and Communication ; Evaluating Public Relations Effectiveness. --
Part III: The publics. Media Relations ; Employee Communication ; Community Relations ; Consumer Relations and Marketing ; Investor Relations. --
Part IV: The practice. Public Affairs: Relations with Government ; Public Relations in Nonprofit Organizations ; Corporate Public Relations ; Technological, Global, and Organizational Issues in Public Relations.

ISBN: 9780073511863 (softcover : alk. paper) 0073511862 (softcover : alk. paper)

Subjects--Topical Terms:
Public relations.
Public relations

LC Class. No.: HM1221 / .P96