000			05471cam a2200529 a 4500
999			_c3534 _d3534
001			16948354
003			OSt
005			20250611084108.0
008			110906s2013 maua b 001 0 eng
010			_a 2011938130
020			_a9781133307617
020			_a1111836833 (pbk.)
035			_a(OCoLC)ocn779837037
040			_aAU@ _beng _cKyUL _dMUU _dOCLCF _dEEK _dOCLCA _dIUL _dYDXCP _dOCLCQ _dDLC
041			_aEN
042			_alccopycat
050	0	0	_aHM 1221 _b.N49 2013
082	0	4	_aHM 1221 .N49 2013 _223
100	1		_aNewsom, Doug.
245	1	0	_aThis is PR : _bthe realities of public relations / _cDoug Newsom, Judy VanSlyke Turk, Dean Kruckeberg.
246	3		_aThis is public relations
246	3	0	_aRealities of public relations
250			_a11th ed.
260			_aBoston, MA : _bWadsworth, Cengage Learning, _cc2013.
300			_axiv, 369 p. : _bill. ; _c26 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
490	1		_aWadsworth series in mass communication and journalism
490	1		_aCengage advantage books
504			_aIncludes bibliographical references (p. 335-354) and index.
505	0		_apt. 1. Public relations: role, practice and origins. 1. PR roles and responsibilities : International consistency of PR practice ; What does public relations practice involve? ; Role and function for organizations: 10 basic principles ; Why the need to know this about PR? ; The job of the PR practitioner ; The function of public relations in business and society -- 2. PR's origins and evolution : Seeking the PR "source spring" ; The beginnings of PR in the USA, 1600-1799 ; Communicating/initiating: the era of press agentry and publicity, 1800-1899 ; Reacting/responding: the time of reporters-in-residence, 1900-1939 ; Planning/preventing: the growth of PR as a management function, 1940-1979 ; Professionalism: PR in the era of global communication, 1980-present -- pt. 2. Research for PR. 3. Research: planning, monitoring and evaluating : The basics: record keeping and retrieving ; Finding and using research resources ; Using research for planning and monitoring ; Using research to plan and to evaluate outcomes ; Informal research ; Formal research ; Audience information ; Research and problem solving -- 4. Stakeholders and interactions : Identifying and describing publics ; Issues: identification, monitoring, evaluation and management ; Issues and the role of the PR practitioner ; Perceptions and public opinion ; Public opinion research and public relations.
505	0		_apt. 3. Theory, ethics and laws affecting PR practice. 5. Theoretical underpinnings for PR : Origins in sociology and psychology ; Organizational theory ; Communication theories ; Persuasion and change ; A way to look at media: source, message, source + message, media, receivers -- 6. PR ethics and responsibilities : Complexities in ethical decision making ; Responsibility in advertising and sponsorships ; Responsibility in publicity ; Individual responsibilities -- 7. PR and the law : The liabilities of practicing ; Government regulations ; Court rulings and legal responsibilities ; Revisiting the hypotheticals -- pt. 4. PR in action. 8. Strategic management in PR practice : PR's role in the organizational structure as part of the management team ; Issue monitoring and managing for organizations ; Planning and managing PR work -- 9. Communication channels and media : Choosing the medium ; Choosing the message: advertising and publicity ; Traditional hybrid: direct mail ; Developing hybrids -- 10. Tactics and techniques: details that make PR strategy work : Advertising ; Publicity and publications ; Publicity through the mass media ; On the job with media people ; Goofs and glitches ; Talking back and correcting -- 11. Campaigns : Types of campaigns ; Characteristics of successful campaigns ; Planning a campaign ; Implementing the campaign ; Evaluating the campaign ; Campaign outline ; Changing behavior ; Government campaigns -- 12. Crisis and credibility : Anticipating a crisis ; Dealing with a crisis ; Recovery and evaluation.
520			_a"Ideal for the beginning student or the experienced public relations practitioner, This is PR: The realities of public relations, Eleventh Edition, covers the world of public relations with a strong emphasis on fundamentals such as history and research, as well as emerging issues such as technology, ethics, and the international aspects. With numerous examples, strategies, tactics, and case studies, you'll have resources you can take away from the classroom."--Publisher's website.
650		0	_aPublic relations. _2Public relations. _xSchool of Business and Educatio
650		0	_aCommunication in marketing. _2Public relations. _xSchool of Business and Education
650		7	_aCommunication in marketing. _2Public relations. _0(OCoLC)fst00870196 _xSchool of Business and Education
650		7	_aPublic relations. _2Public relations _0(OCoLC)fst01082892 _xSchool of Business and Education
700	1		_aVanSlyke Turk, Judy.
700	1		_aKruckeberg, Dean.
830		0	_aWadsworth series in mass communication and journalism.
830		0	_aCengage advantage books.
906			_a7 _bcbc _ccopycat _d3 _encip _f20 _gy-gencatlg
942			_2lcc _cLLB