The practice of public relations
著者
書誌事項
The practice of public relations
Pearson Education, Prentice Hall, c2007, 2004, 2001
10th ed.
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注記
Includes bibliographical references and index
"Pearson International edition"--on cover
内容説明・目次
内容説明
For courses in Introduction to Public Relations and Public Relations Practice, offered by Departments of Communication Studies, Journalism or Marketing.
The Practice of Public Relations leads the reader through the evolution of the practice, the preparation and process necessary to reach a variety of "publics" and, most importantly, how to implement actual PR practice.
Long admired as the "practitioners" Public Relations text, Seitel's The Practice of Public Relations continues its tradition as the most visual, up-to-date and straightforward principles text available. For the aspiring student of public relations to the veteran professional seeking a refresher, Seitel's text leads the reader through the evolution of the practice, the preparation and process necessary to reach a variety of "publics" and, most importantly, how to implement actual PR practice. Drawing on his own vast professional experience, his role as a PR commentator on major U.S television networks such as CNN, ABC and FOX, and his network of industry leaders, Public Relations faculty and generations of PR professionals, Seitel presents the industry with dynamism and relevancy.
目次
Part 1 EVOLUTION
Chap. 1 What is Public Relations?
Chapt. 2 The Growth of Public Relations.
Part 2 PREPARATION/PROCESS
Chap. 3 Communication
Chap. 4 Public Opinion
Chap. 5 Management
Chap. 6 Ethics
Chap. 7 The Law
Chap. 8 Research
Part 3 THE PUBLICS
Chap. 9 Print Media Relations
Chap. 10 Electronic Media Relations
Chap. 11 Employee Relations
Chap. 12 Multicultural Community Relations
Chap. 13 Government Relations
Chap. 14 Consumer Relations
Chap. 15 International Relations
Part 4 IMPLEMENTATION
Chap. 16 Public Relations Writing
Chap. 17 Public Relations and the Internet
Chap. 18 Integrated Marketing Communications
Chap. 19 Crisis Management
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