Practice of Public Relations

For courses in Introduction to Public Relations and Public Relations Practice, offered by Communications, Marketing, or Journalism departments. Unlike other PR texts that steer clear of high profile real-life cases, the ethical challenges, the "how to" counsel, and the public relations conundrums that encourage students to think, this up-to-the-minute book prepares students to deal with a full range of situations-and to arrive at effective, ethical solutions. This is an "in-your-face" textbook for an "in-your-face" profession.

I. EVOLUTION. 1. What Is Public Relations? 2. Growth of Public Relations. II. PREPARATION/PROCESS. 3. Communication. 4. Management. 5. Public Opinion. 6. Ethics. 7. Law. 8. Research. III. THE PUBLICS. 9. Print Media Relations. 10. Electronic Media Relations. 11. Employee Relations. 12. Multicultural Community Relations. 13. Government Relations. 14. Consumer Relations. 15. Investor Relations. 16. International Relations. IV. EXECUTION. 17. Writing. 18. Writing for Eye and Ear. 19. PR and the Internet. 20. Integrated Marketing. 21. Crisis Management. V. THE FUTURE. 22. The Golden Age.