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Public Relations: A Values-Driven Approach (4th Edition) 4th Edition

3.6 out of 5 stars 10 customer reviews
ISBN-13: 978-0205569458
ISBN-10: 0205569455
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Editorial Reviews

From the Back Cover

Public Relations: A Values-Driven Approach, Fourth Edition
David W. Guth, University of Kansas
Charles Marsh, University of Kansas

 

 

In a time when society holds individuals and organizations to high standards of conduct, Public Relations: A Values-Driven Approach teaches students how to build ethical, productive relationships with strategic constituencies. This text provides an introduction to the dynamic, growing, and honorable profession of public relations as it relates to a broader social context. Grounded in public relations theory and traditions, this fourth edition continues to appealto students through lively anecdotes, an informal writing style, and a very reasonable price.

 

Features of Public Relations: A Values-Driven Approach, Fourth Edition: 

  • Emphasizes values and ethics in public relations throughout, raising students' consciousness of contemporary issues in the field.
  • Focuses on critical-thinking systems within public relations, providing students with specific strategies for planning, writing, presenting, crisis communications, cross-cultural communication, and ethical decision-making.
  • Incorporates “Thumbs Up” and “Thumbs Down” case studies illustrating key concepts and featuring real-world examples of both successful and disastrous public relations tactics. New case studies in this edition includethe use of public relations in the Sago Coal Mine disaster, the Dove Campaign for Real Beauty, and rock star Bono’s anti-poverty campaign.
  • Addresses current topics, as they relate to and affect the public relations field, including Hurricane Katrina, the Virginia Tech shootings, the war in Iraq, global warming, the growth of social media such as YouTube and Facebook, and international public relations.
  • Provides new data on the public relations profession, including the latest PRSA Membership Survey, the latest report of the Commission on Public Relations Education, new diversity statistics on the public relations workforce, new data from the Bureau of Labor Statistics, and updated statistics on women in the workplace, sexual harassment, and salary equity.
  • Integrates many pedagogical features includingValues Statements” from successful and respected organizations, and “Memos from the Field” featuring unfiltered advice from award-winning public relations practitioners.

 

Here’s what reviewers are saying about Public Relations: A Values-Driven Approach, 4e:

 

“This book is an excellent introduction to the field of PR with an emphasis on values and ethics throughout.  The book is readable, appealing to students, and is well integrated with examples of different kinds and lengths that help bring this field to life for students.”  

–Marjorie Keeshan Nadler, Miami University

 

“The book is excellent in every facet of learning PR from the ground up.  At the end of the course, my students know the basic propositions of public relations and they have the confidence to weigh in cogently on current issues.” 

–Astrid Sheil, Northern Arizona University

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Product Details

  • Paperback: 580 pages
  • Publisher: Allyn & Bacon; 4 edition (February 2, 2008)
  • Language: English
  • ISBN-10: 0205569455
  • ISBN-13: 978-0205569458
  • Product Dimensions: 7.5 x 1.1 x 9.1 inches
  • Shipping Weight: 1.9 pounds
  • Average Customer Review: 3.6 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #642,607 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback
I ordered this book for my Principles of Public Relations class and, just like any other beginners class you just learn about half of what PR really is. It covered the basics of the subject and told the history of public relations. Which I find helpful because if you want to do PR it is important to know the history of it because, it will help you with public relations problems you may run into today.
Something that this book does inform you on is the difference between your morals and your company's morals. Your morals will be challenged in public relations, and this book shows you how to deal with it. It also has an emphasis on ethics when concerning public relations. It also applies to advertising. How you can't accept gifts and things of that nature from a company that wants to do business with you.
All in all, this book is pretty good for a beginner in public relations. You get to understand enough of it without feeling like a whole bunch is thrown at you at once.
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Format: Paperback Verified Purchase
Bought this book for a course. The copy was in decent shape and arrived pronto. This book covers the basics of Public Relations and touches of a vast array of topics under Public Relations management. Topics range from to day-to-day concepts, and it also gives you a background explanation to the insights of a Public Relations agent, their values, the rules of engagement and public awareness.

That said, the book is clustered with material. Maybe a more up-to-date version can provide you with a more structured, user-friendly layout of the material.
Go for it if you only need to use it as a reference book.
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Format: Paperback
I am minoring in Public Relations and this was the required book for the class. It is pretty straight forward and easy to understand. The layout is great and has been easy to follow.
One thing that this book could really use are examples. They only talk about PR plans and news releases, they don't show you what one looks like or how to get started. For those who haven't seen a news release, writing one can been a challenge. A PR plan is almost impossible without at least seeing an example first.
However, for just the basics this is a good book.
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Format: Paperback
The reviews by Amazon Customer (April 5, 2004), Apethegr8t (September 9, 2010), Sofia Frias (January 20, 2013) are the ones I agree with most on this book, as I found it enlightening & gave me a better understanding of the strategic importance of PR.

I took some notes on this book for future reference and will give some of the highlights here.

PR defined: "The discipline which looks after reputation with the aim of earning understanding, support and influencing opinion and behavior."

Discusses that Marketing and PR work together to achieve corporate aims.

The below idea seems to be prevalent in other publications about PR:
"The cardinal rule of crisis communication: Tell it all, tell it fast, tell it truthfully."

The book gives an acronym for the value that PR provides and the authors label it PENCILS.
Publications
Events
News
Community Relations
Identity Media
Lobbying
Social Investments
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Format: Paperback
Guth and Marsh know what they are talking about when it comes to PR. If you are in the business or thinking about it, get this book. For excellent, clear examples, get Marsh's 'quick and not dirty guide'.
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