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Today's Public Relations
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Today's Public Relations
An Introduction

Other Titles in:
Public Relations
July 2012 | 560 pages | SAGE Publications, Inc
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Working to redefine the teaching of public relations by discussing its connection to mass communication, but also linking it to its rhetorical heritage, this text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion/publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success. The book also examines the challenges of creating a solid foundation in the field of public relations while working to become a professional in a global society.

Key Features:

- Chapter-opening vignettes illustrate key points to be covered in the chapter.

- Web Watcher boxes highlight the importance of the Internet in PR today and encourage students to use the Web's resources.

- Ethical Quandary boxes lead readers to think through difficult situations in order to better prepare them for the challenges of public relations.

- Professional Reflections, written by practitioners, give a real-world perspective on the topics covered.

- End-of-chapter questions and summary questions, exercises, and recommended reading lists help readers to better comprehend the chapter material and delve more deeply into the topic at hand.

 
Preface
 
Acknowledgments
 
1. Strategic Public Relations Building: An Ethical Organization Communicating Effectively
 
2. History of Public Relationships
 
3. Managing Mutually Beneficial Relationships
 
4. The Value of Research
 
5. Elements of Planning
 
6. Taking Action: Strategic Messaging
 
7. Evaluation of Public Relations Efforts
 
8. Public Relations Theory in Practice
 
9. Ethical and Legal Restraints on Public Relations Practice
 
10. Monitoring and Managing Issues
 
11. Selecting Media, Technologies, and Communication Tools
 
12. Publicity, Promotion, and Writing
 
13. Collaborative Decision Making
 
14. Building a Career
 
15. The Future of Public Relations: Globalism and Cyberspace
 
References
 
Index
 
About the Authors

"Though written primarily for students, many professionals could benefit from the informative case studies and guidelines that adorn this volume. This book also looks at international public relations giving the student a hint of what global communications is like."

Santan Rodrigues
Book Nook

Fascinating reading and relevant to the modern media context

Dr Memory Mabika
Communication and Applied Language Studies, University of Venda
March 19, 2023
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Loved the layout and really seems to suit my needs for the class

Ms Real Hamilton-Romeo
Division of Mass Communications, St John's University
January 9, 2013
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Robert L. Heath

Robert L. Heath, professor emeritus of communication at the University of Houston, is an internationally recognized authority on public relations, crisis communication, issues management, risk communication, and business-to-business communication. He has published many award-winning books, including The SAGE Handbook of Public Relations (2010), Handbook of Risk and Crisis Communication (2009), Strategic Issues Management (2nd ed., 2009), Rhetorical and Critical Approaches to Public Relations II (2009), and Terrorism: Communication and Rhetorical Perspectives (2008). Heath has 3 decades' experience in corporate communication and positioning... More About Author

Tim Coombs

W. Timothy Coombs (PhD Purdue University in Public Affairs and Issues Management) is the George T and Glady H Abell Professor in Liberal Arts in Department of Communication at Texas A&M University.  His primary areas of research are crisis communication and CSR including the award-winning book Ongoing Crisis Communication. He is the current editor for Corporation Communication:  An International Journal.  His research has appeared in Management Communication Quarterly, Public Relations Review, Corporate Reputation Review, Journal of Public Relations Research, Journal of Communication Management, Business Horizons, and... More About Author

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