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Today's Public Relations

Today's Public Relations
An Introduction

Other Titles in:
Public Relations (Analysis)

December 2005 | 560 pages | SAGE Publications, Inc
Working to redefine the teaching of public relations by discussing its connection to mass communication, but also linking it to its rhetorical heritage, this text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion/publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success. The book also examines the challenges of creating a solid foundation in the field of public relations while working to become a professional in a global society.

Key Features:

- Chapter-opening vignettes illustrate key points to be covered in the chapter.

- Web Watcher boxes highlight the importance of the Internet in PR today and encourage students to use the Web's resources.

- Ethical Quandary boxes lead readers to think through difficult situations in order to better prepare them for the challenges of public relations.

- Professional Reflections, written by practitioners, give a real-world perspective on the topics covered.

- End-of-chapter questions and summary questions, exercises, and recommended reading lists help readers to better comprehend the chapter material and delve more deeply into the topic at hand.

1. Strategic Public Relations Building: An Ethical Organization Communicating Effectively
2. History of Public Relationships
3. Managing Mutually Beneficial Relationships
4. The Value of Research
5. Elements of Planning
6. Taking Action: Strategic Messaging
7. Evaluation of Public Relations Efforts
8. Public Relations Theory in Practice
9. Ethical and Legal Restraints on Public Relations Practice
10. Monitoring and Managing Issues
11. Selecting Media, Technologies, and Communication Tools
12. Publicity, Promotion, and Writing
13. Collaborative Decision Making
14. Building a Career
15. The Future of Public Relations: Globalism and Cyberspace
About the Authors

"Though written primarily for students, many professionals could benefit from the informative case studies and guidelines that adorn this volume. This book also looks at international public relations giving the student a hint of what global communications is like."

Santan Rodrigues
Book Nook

Fascinating reading and relevant to the modern media context

Dr Memory Mabika
Communication and Applied Language Studies, University of Venda
March 19, 2023

Loved the layout and really seems to suit my needs for the class

Ms Real Hamilton-Romeo
Division of Mass Communications, St John's University
January 9, 2013

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