عنوان

Public relations :

007131072X

0073512052

9780071310727

9780073512051

Public relations :

[Book]

the profession and the practice /

Dan Lattimore [and others].

4th ed.

New York, NY :

McGraw-Hill/Connect Learn Succeed,

2013.

xix, 372 pages :

illustrations ;

26 cm

Includes index.

Includes bibliographical references and index.

Preface -- About the Authors -- 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. Social and Traditional 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 -- Appendix 1: Writing A-1 -- Appendix 2: Speechmaking A-9 -- Appendix 3: Video Production.

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"Public relations has developed as a major force in a growing, global information society. The practice of public relations is changing to include new, interactive media, while continuing to depend on the foundation of traditional media. The multi-disciplinary approach to understanding public relations is provided by the authors who come from business, journalism, communication and advertising backgrounds. The easy-to-read style of the text has been a hallmark of the text from its beginning. It includes spotlights on important topics or issues, mini-cases with short real-life cases, and end-of-the-chapter case studies often of major events such as the BP crisis, or GM's financial crisis where it used social media to provide interactive relationships with its constituencies"--

Public relations.

Public relations.

Lattimore, Dan.

20200822083820.0

[Book]

Y