| Description |
xxiii, 534 pages : illustrations (some color), portraits (some color) ; 26 cm |
| Contents |
Ch. 1. What Is Public Relations? -- Ch. 2. The Evolution of Public Relations -- Ch. 3. Public Opinion -- Ch. 4. Ethics -- Ch. 5. Research -- Ch. 6. The Law -- Ch. 7. Communication -- Ch. 8. Management -- Ch. 9. Crisis Management -- Ch. 10. Integrated Marketing Communications -- Ch. 11. Public Relations Writing -- Ch. 12. Writing for the Eye and Ear -- Ch. 13. Public Relations and the Internet -- Ch. 14. Print Media -- Ch. 15. Electronic Media -- Ch. 16. Employees -- Ch. 17. Community Diversity -- Ch. 18. Government -- Ch. 19. Consumers and Investors -- Ch. 20. The Golden Age -- App. A. Code of Professional Standards for the Practice of Public Relations -- App. B. Advertising Effectiveness Tracking Study -- App. C. Definitions of Selected Terms Used in Public Relations Evaluation -- App. D. Audiovisual Supports -- App. E. Defining Key Cyberspace Terms -- App. F. On-Line Databases -- App. G. Leading Media Directories -- App. H. Corporate Reporting Requirements |
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App. I. Annual Meeting Checklist |
| Summary |
This introduces the reader to effective public relations and prepares students and professionals to deal with the situations and arrive at the solutions that distinguish the practice |
| Notes |
Previous ed.: 1998 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Public relations -- United States.
|
| LC no. |
00032414 |
| ISBN |
0130276790 : |
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