Effective Public Relations » (9th Edition)

The most authoritative and comprehensive referenceavailable on public relations, this"bible" of the field explores boththe theory and practice of contemporary public relations. KEYTOPICS: Covers the full range of topics -- practitioners;organizational setting; historical origins; ethics andprofessionalism; legal considerations; communication and publicopinion; media and media relations; the management process (problemdefinition, planning and programming, taking action and communicating,and evaluating the program); business and industry; government andmilitary; non-profits, health care and education; trade associations,professional societies, and labor unions. This edition features newsections on ethics and professionalism; revised and updated materialon communication theory and public opinion; a focus on new mediatechnology, internal and external media, and media relations; and amore global perspective and more international examples.For anyone needing a solid introduction to or review of the theory andpractices of contemporary public relations. Previously announced inthe Oct. 1993 PTR Catalogue.

Booknews

A textbook and reference first published in 1978 and most recently revised in 1994. It explains the basic concepts of the field and its conduct in various settings and the theory, principles, and processes that guide the practice. The treatment is intended as an introduction and preparation for more specialized courses on strategy and tactics for solving particular problems, writing and techniques, research, evaluation, and management. The eighth edition contains new data, ideas, examples, and sources. Annotation c. Book News, Inc., Portland, OR (booknews.com)