02689cam a22003134a 4500 16670209 BD-DhUL 20161226172050.0 110228s2011 nyu b 001 0 eng 2011007646 9780073512051 (pbk. : acidfree paper) DLC DLC DLC BD-DhUL pcc n-us--- HM1221 .P82 2011 659.2 22 PUB Public relations : the profession and the practice / Dan Lattimore ... [et al.]. 4th ed. New York : McGraw-Hill, 2011. 1 v. (various pagings) : col. ill. ; 26 cm. 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 United States. Lattimore, Dan. 7 cbc orignew 1 ecip 20 y-gencatlg ddc BK 141839 141839 0 0 ddc 0 659_200000000000000_PUB 0 NFIC 267740 DUL DUL GEN 2016-12-26 Purchased 659.2 PUB 477027 2016-12-26 1 2016-12-26 BK