02523cam a22002654a 450000100090000000300040000900500170001300800410003001000170007102000220008804000210011004200080013104300120013905000220015124500830017325000120025626000350026830000100030350400510031350509450036452008170130965000740212665000370220070000200223716670209OSt20260528093157.0110228s2011    nyu      b    001 0 eng    a  2011007646  a978-0-07-131578-4  akyuclckyucdDLC  apcc  an-us---00aHM1221b.P82 200900aPublic relations :bThe profession and the practice /cLattimore ... [et al.].  a4th ed.  aNew York :bMcGraw-Hill,c2009  a372p.  aIncludes bibliographical references and index.8 aMachine 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.  a"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"--cProvided by publisher. 0aPublic relations.2Public RelationsxSchool of Business and Education 0aPublic relationszUnited States.1 aLattimore, Dan.