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Effective Public Relations 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. This text 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.
|Pt. I||Concept, Practitioners, Context, and Origins||1|
|Ch. 1||Introduction to Contemporary Public Relations||1|
|Ch. 2||Practitioners of Public Relations||29|
|Ch. 3||Organizational Settings||59|
|Ch. 4||Historical Origins||101|
|Ch. 5||Ethics and Professionalism||143|
|Ch. 6||Legal Considerations||179|
|Ch. 7||Theoretical Underpinnings: Adjustment and Adaptation||219|
|Ch. 8||Communication and Public Opinion||249|
|Ch. 9||Media and Media Relations||283|
|Pt. III||Management Process||339|
|Ch. 10||Step One: Defining Public Relations Problems||339|
|Ch. 11||Step Two: Planning and Programming||369|
|Ch. 12||Step Three: Taking Action and Communicating||403|
|Ch. 13||Step Four: Evaluating the Program||429|
|Pt. IV||The Practice||457|
|Ch. 14||Business and Industry||457|
|Ch. 15||Government and Politics||487|
|Ch. 16||Nonprofit Organizations, Health Care, and Education||519|
|Ch. 17||Trade Associations, Professional Societies, and Labor Unions||555|
Posted October 12, 2002
Effective Public Relations is a classic text in the public relations field. Its early editions were models for the textbooks that followed. But the more recent editions are a step back -- like this one. It still has a lot to offer as an overview of the PR function, but it's too sketchy, particularly in areas of practice that have grown and developed in the past 10 years such as crisis communications. And video and Internet technology, which have exploded as PR tools since the early 1990's, is all but absent. I would opt for a larger, more expansive edition that incorporates more history and more current examples of the dramatically dynamic world of PR that has evolved since the late 1980's, and that addresses trends and issues such as the incursion of advertising and marketing into the PR realm and the globalization of the professional practice. More current and interesting case examples, too, to support some of the basic premises expressed in the text. And the publisher should put a lot more effort into making the book's design more interesting and readable. Textbook layout has advanced considerably in recent years. This book looks old-fashion.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted February 9, 2000