Public Relations: The Profession and the Practice - Brossura

Lattimore, Dan; Baskin, Otis; Heiman, Suzette; Toth, Elizabeth

Brossura

ISBN 10: 0071280103 ISBN 13: 9780071280105

Casa editrice: McGraw-Hill Education, 2008

Riassunto

Coverage of global markets, new technologies, and multiculturalism throughout make this dynamic text the cutting-edge choice for public relations courses. Accompanied by unique, free online video interviews of leaders in the public relations field, the text presents and explains in a personal, jargon-free style the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field.

Critical changes in society and technology lend importance to the increasing emphasis in the management function of public relations. While traditional media is still the foundation of public communication, the new social media now provides a much more personal and interactive form of public relations. This book thus provides the user with the ability to create effective messages using both the new social media as well as traditional media.

Su questo libro

L'autore:

Dan Lattimore, Ph.D. is Vice Provost for Extended Programs and Dean of University College at the University of Memphis. He is also professor of Journalism. His undergraduate degree in journalism and economics is from Texas Christian University. He holds masters degrees from TCU in economics and Southwestern Baptist Seminary in education administration and his doctorate in mass communication is from the University of Wisconsin. He is the author of five books including Public Relations: The Profession and Practice, 5th Edition, published by McGraw Hill, and The Broadcast News Process 7th Edition, published by Morton Publishing Co. He is an accredited member of the Public Relations Society of America and is past chair (twice) of the Education Affairs Committee for PRSA. He is a past president of the PRSA Educators Academy and past president of the Memphis Chapter of Public Relations Society of America. Dr. Lattimore was vice president of the Accrediting Council for Journalism and Mass Communication for 6 years and rotated off the Council after 12 years on the Council last May. He is a member of the Commission for Public Relations Education. Among his professional work was 10 years as communication director for several USAID projects throughout the world where he produced numerous films and videos. He was acting director for a $20 million USAID project with Colorado State University, Utah State University and Cornell University for one year and associate director for the Colorado State project for three years. He was also communications director for the Minnesota-Wisconsin Baptist Fellowship for two years. He is the chair of the Curriculum Committee for the Regents Online Degree Programs for the Tennessee Board of Regents. He also developed the first online masters program in journalism in the country in 1995.

Contenuti:

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

Appendix 1: Writing A-1

Appendix 2: Speechmaking by Dan Reines

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2008
• ISBN 10: 0071280103
• ISBN 13: 9780071280105
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 384