Public Relations: The Profession and the Practice

Provide your students with a thorough understanding of public relations practice with a text that incorporates the experiences of practitioners with the theoretical perspectives of scholars. The fourth edition features increased coverage of technological change, diversity and expanding global markets, and their impact on the profession. New co-author Dan Lattimore, APR, brings a wealth of professional experience, and years of public relations teaching to this edition.

Table of Contents:
Part I: Public Relations: The Profession 1 The Nature of Public Relations Preview* What is Public Relations? Public Relations as a Management Function Public Relations as Communication Public Relations as a Means of Influencing Public Opinion The Nature of Public Relations Work A Systems View of Public Relations Summary* Case Study* Questions* Notes* 2 The History of Public Relations American Antecedents to Public Relations Public Relations: Three Stages of Development The 1930s to the Present The Depression The Present The Future of Public Relations 3 A Theoretical Basis for Public Relations by Rick Fischer Theories of Relationships Theories of Cognition and Behavior Theories of Mass Communication Useful Typologies in Understanding Public Relations 4 Public Relations in Organizational Decision Making Staff and Line: Where Public Relations Fits in Decision Making The Importance of Public Relations in Organizational Decision Making Entering the Management Mainstream Issues Management 5 Ethics and Professionalism The Challenge of Ethical Practice Establishing Standards for a Developing Profession Part II: Public Relations: The Process 6 Research: Understanding Public Opinion The Need for Research in Public Relations Integrating Case Study: Cedar Springs Community Hospital, Segment 1 Proving the Worth of Public Relations Informal Research Techniques Formal Research Techniques Collecting Formal Research Data Measuring Public Opinion Uses of Research in Public Relations 7 Planning for Public Relations Effectiveness The Importance of Planning Integrating Case Study: Cedar Springs Community Hospital, Segment 2 The Fundamentals of Managerial Planning Developing a Plan to Reach the Goal Types of Plans 8 Action and Communication Integrating Case Study: Cedar Springs Community Hospital, Segment 3 Public Relations in Action Designing the Public Relations Matrix The Practitioner as a Communicator 9 Evaluating Public Relations Effectiveness The Need for Evaluation Research Integrating Case Study: Cedar Springs Community Hospital, Segment 4 Measuring the Worth of Public Relations Efforts Closed-System Evaluation Open-System Evaluation Part III: Public Relations: The Publics 10 Media Relations Understanding the Media The Relationship Between Journalists and PR Practitioners Working with the Media Research and Planning in Media Relations Publicity How to Reach the Media Electronic Media 11 Employee Communication The Concept of Organizational Climate The Importance of Employee Communication Special Employee Communication Situations The Media of Employee Communication 12 Community Relations An Interdependent Relationship The Community Relations Process Specific Functions of Community Relations 13 Consumer Relations and Marketing Applying Public Relations Techniques to Marketing Development of Consumer Relations Issu es Recent Trends in Consumer Issues Public Relations and Consumer Affairs Integrated Communication 14 Financial Relations Growing Interest in Investor Relations Maintaining Investor Confidence Providing Public Information Crisis Issues in Financial Relations Financial Relations Professionals Audiences for Financial Relations Communication Strategies in Financial Relations 15 Public Affairs: Relations with Government Public Affairs for Not-for-Profit Organizations Public Affairs in Business The Job of Public Affairs Understanding the Political System State and Local Public Affairs Internal Political Communication Does Business Conduct Its Government Relations Properly? Part IV: Public Relations: The Practice 16 Public Relations in Not-for-Profit Organizations Communication in Not-for-Profit Organizations Public Relations in Associations and Unions Hospital and Health Care Public Relations Public Relations in Religious and Volunteer Organizations Public Relations in Educational Institutions Fund Raising as a Public Relations Problem 17 Public Relations in Government The Background of Public Relations in American Government The Importance and Scope of Governmental Public Relations The Function of Governmental Public Relations The Practice of Governmental Public Relations Employee and Media Relations in Government Using the Internet The Presidential Press Secretary Public Relations and Political Campaigns The Impact of Public Relations on Government 18 Corporate Public Relations The Challenge of Corporate Public Relations Today Establishing Corporate Credibility Considering the Human Factor Promoting Public Understanding Helping Solve Societal Problems Public Relations for Small Businesses Major Issues Facing Corporate Public Relations Professionals 19 The Legal Environment of Public Relations Practice Public Relations and Legal Advisers First Amendment Rights and Limits Government Regulatory Agencies Legal Considerations Surrounding the Internet 20 Public Relations as a Career The Expanding Scope of Public Relations Practice Public Relations Practitioner Profiles Preparing for a Public Relations Career Finding a Job in Public Relations * This helpful learning aid appears in every chapter.