02573cam a22002894a 4500 936 936 16670209 OSt 20260528093157.0 110228s2011 nyu b 001 0 eng 2011007646 978-0-07-131578-4 kyucl kyuc DLC pcc n-us--- HM1221 .P82 2009 Public relations : The profession and the practice / Lattimore ... [et al.]. 4th ed. New York : McGraw-Hill, 2009 372p. 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. "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"-- Provided by publisher. Public relations. Public Relations School of Business and Education Public relations United States. Lattimore, Dan. lcc LLB 0 0 lcc 0 0 NFIC KyUCL KyUCL GEN 2015-08-07 Purchase 3610.00 4 HM1221.P82 2011 KYUC/2013/3802 2023-03-01 2023-02-22 2015-08-07 LLB