Today's public relations [electronic resource] : an introduction / by Robert L. Heath, W. Timothy Coombs.

ISBN:

9781452267043

9781452233055

Title:

Today's public relations [electronic resource] : an introduction / by Robert L. Heath, W. Timothy Coombs.

Author:

Heath, Robert L. (Robert Lawrence), 1941-

Personal Author:

Heath, Robert L. (Robert Lawrence), 1941-

Publication Information:

Physical Description:

1 online resource (xix, 539 pages) : illustrations

Contents:

Strategic relationship building : an ethical organization communicating effectively -- History of public relationships -- Managing mutually beneficial relationships -- The value of research -- Elements of planning -- Taking action : strategic messaging -- Evaluation of public relations efforts -- Public relations theory in practice -- Ethical and legal restraints on public relations practice -- Monitoring and managing issues -- Selecting media, technologies, and communication tools -- Publicity, promotion, and writing -- Collaborative decision making -- Building a career -- The future of public relations : globalism and cyberspace.

Local Note:

eBooks on EBSCOhost

Subject Term:

Public relations.

Added Author:

Coombs, W. Timothy.

Format:

Electronic Resources

Electronic Access:

Click here to view

Publication Date:

2006

Publication Information:

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
659.2 22	1:E-BOOK	1	1:ONLINE	Searching... Unknown

Bound With These Titles

On Order

Summary

Today′s Public Relations: An Introduction works to redefine the teaching of public relations by discussing its connection to mass communication, and linking it to its rhetorical heritage. The 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.

Intended Audience: Undergraduate and graduate courses in public relations in journalism and business departments