Public relations : the profession and the practice / Dan Lattimore ... [and others].

Includes bibliographical references and index.

Visual Preview ex PART ONE The Profession 1 1 The Nature of Public Relations 2 2 The History of Public Relations 18 3 A Theoretical basis for Public Relations 42 4 Law and Ethics 62 PART TWO The Process 85 5 Research: Understanding Public Opinion 86 6 Strategic Planning for Public Relations Effectiveness 108 Thon and Communication 126 luating Public Relations Effectiveness 148 EE The Publics 169 9 Media Relations 170 10 Employee Communication 198 11 Community Relations 218 12 Consumer Relations and Marketing 246 13 Investor Relations 272 PART FOUR The Practice 295 14 15 16 17 Public Affairs: Relations with Government 296 Public Relations in Nonprofit Organizations 318 Corporate Public Relations 342 Issues in Public Relations: Crisis Communication, Social Media, and Global Advances 370 Appendix I Writing A - 1 = Appendix 2. Speechmaking A - 9

Coverage of global markets, new technologies, and multiculturalism throughout make this dynamic text the cutting-edge choice for public relations courses. Accompanied by unique, free online video interviews of leaders in the public relations field, the text presents and explains in a personal, jargon-free style the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field.
Critical changes in society and technology lend importance to the increasing emphasis in the management function of public relations. While traditional media is still the foundation of public communication, the new social media now provides a much more personal and interactive form of public relations. This book thus provides the user with the ability to create effective messages using both the new social media as well as traditional media.