TY  - BOOK
AU  - 
AU  - Lattimore, Dan,
ED  - 
ED  - 
ED  - 
ED  - 
TI  - : the profession and the practice 
SN  - 9780071315784 (paperback)
SN  - 2
PY  - 2012///46
CY  - New York
PB  - McGraw-Hill
KW  - 
KW  - 2
KW  - 0
KW  - 6
KW  - 20
KW  - Public relations.;Public relations
KW  - United States
KW  - sears;sears0
N1  - Includes bibliographical references and index; Machine generated contents note: Preface -- About the Authors-- Visual Preview -- Part I: THE PROFESSIONChapter 1. The Nature of Public RelationsChapter 2. The History of Public RelationsChapter 3. A Theoretical Basis for Public RelationsChapter 4. Law and EthicsPart II: THE PROCESSChapter 5. Research: Understanding Public OpinionChapter 6. Strategic Planning for Public Relations EffectivenessChapter 7. Action and CommunicationChapter 8. Evaluating Public Relations EffectivenessPart III: THE PUBLICSChapter 9. Social and Traditional Media RelationsChapter 10. Employee CommunicationChapter 11. Community RelationsChapter 12. Consumer Relations and Marketing Chapter 13. Investor RelationsPart IV: THE PRACTICEChapter 14. Public Affairs: Relations with GovernmentChapter 15. Public Relations in Nonprofit OrganizationsChapter 16. Corporate Public RelationsAppendix 1: Writing A-1Appendix 2: Speechmaking A-9Appendix 3: Video Production; 5
N2  - 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--
ER  -