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The 11th edition continues the theme of giving readers the knowledge and skills they need to know to be successful in today’s world of public relations –including heavy emphasis on social media and ethics.
Part 2 Preparation/Process
Chapter 3 Communication
Chapter 4 Public Opinion
Chapter 5 Management
Chapter 6 Ethics
Chapter 7 The Law
Chapter 8 Research
Part 3 The Publics
Chapter 9 Media Relations/Print & Broadcast
Chapter 10 Employee Relations
Chapter 11 Community Relations
Chapter 12 Government Relations
Chapter 13 Consumer Relations
Chapter 14 International Relations
Part 4 Execution
Chapter 15 Public Relations Writing
Chapter 16 Writing for the Eye and Ear
Chapter 17 Integrated Marketing Communication
Chapter 18 Public Relations and Social Media
Chapter 19 Crisis Management
Chapter 20 Launching a Career
The initial years of the 21st century have shown graphically how critical the practice of public relations is to society.
The tragic terror attacks on America and around the world; the consequent hostilities and ill will provoked by intolerance, jealousy and hatred; the shameful corporate scandals and unscrupulous business executives in the United States casting a pall over the entire free enterprise system—all have underscored the necessity and importance of two-way communications to knock down barriers and build bridges to understanding and mutual respect among people and institutions.
That, in essence, is what the practice of public relations is all about—building relationships.
Public relations remains at base a personal, relationship-oriented practice, demanding experienced judgment and finely honed interpersonal communications skills. And so, this ninth edition of The Practice of Public Relations has been recast to place its emphasis on the principles, processes, and practices that lead to building positive relationships.
The book's "relationship-building makeover" is manifest in refinements in theory, organization, and application.
This edition offers a sharpened focus on the theoretical underpinnings of effective communications.
The process of communication to achieve specific goals—informing, motivating, persuading, building mutual understanding—is explored more broadly and emphasized more specifically.
Accordingly, the book's introductory chapters place greater attention on how communications theory and public opinion understanding can beapplied to strategic public relations planning and creation of believeable and persuasive messages.
The bolstered theoretical framework serves as a natural departure point for a more logical chapter structure, from evolution and process through publics and applications toward building relationships.
Specifically, this edition is divided into five discrete parts:
The strength of this book is in its application of theory to real-life practice. This aspect, too, has been fortified in this edition.
At the heart of public relations practice are the real-life contemporary experiences—cases—that alter the communications landscape and redefine how we assess and handle communications challenges, among them:
Most of these cases involve issues of ethics and propriety. All play a part in public relations lore and learning. And they're all here.
Beyond this, a number of unique elements set this book apart:
All of these elements add to the excitement of this book. So, too, does the full-color format that underscores the liveliness, vitality, and relevance of the field.