- Paperback: 480 pages
- Publisher: Prentice Hall; 11 edition (January 13, 2010)
- Language: English
- ISBN-10: 0136088902
- ISBN-13: 978-0136088905
- Product Dimensions: 7.9 x 0.9 x 9.9 inches
- Shipping Weight: 1.9 pounds
- Average Customer Review: 76 customer reviews
- Amazon Best Sellers Rank: #390,605 in Books (See Top 100 in Books)
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The Practice of Public Relations (11th Edition) 11th Edition
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From the Publisher
The sixth edition, now full-color and streamlined, is designed to carry public relations into the year 2000. It emphasizes the practical nature of public relations work. Full chapters are now devoted to video, integrated marketing communications, and multi-cultural communications. Over half of the interviews with public relations professionals are new and there is one "A Question of Ethics" case problem per chapter. --This text refers to an out of print or unavailable edition of this title.
From the Back Cover
An "in-your-face" book for an "in-your-face" profession, this full-color introduction to Public Relations prepares readers for the cutting-edge of today's constantly-changing, Internet-influenced PR field. Using a unique hands-on approach that forces readers to think critically about PR situations, it captures the liveliness, vitality, and relevance of a field that is built on the important personal relationships, judgmental skills, and online knowledge that will dominate the 21st Century. The focus throughout is on the ethical challenges, the "how to" counsel, and the public relations conundrums that PR practitioners face everyday on the job. Features extensive internet applications; cases; "Over the Top" interviews with prominent practitioners and with CEOs of companies under seige; and "Question of Ethics" boxes. Focuses on five key areas: Evolution (What Is Public relations; History of Public Relations); Validation (Public Opinion; Ethics; Research; The Law); Activation (Communication; Management; Crisis Management; IMC); Execution (Public Relations Writing; Writing for Eye/Ear; Internet); Publics (Print Media; Electronic Media; Employees; Consumers/Investors; Multicultural/International Communities; Government; Future). --This text refers to an out of print or unavailable edition of this title.
Top customer reviews
One of the tenants of public relations is "no errors" in the communications. Unfortunately - someone didn't take that advice to heart when developing the quiz questions. Frustrating to the nth degree!