000			02126nam a22001937a 4500
003			CUTN
005			20181128154423.0
008			181128b xxu||||| |||| 00| 0 eng d
020			_a9780071288880
020			_a0071288880
041			_aEnglish
082			_23 _a659.2 _bLAT
100			_aLattimore, Dan
245			_aPublic Relations _cOtis Baskin; Suzette T. Heiman; Elizabeth L. Toth
260			_aNew York _bMcGraw- Hill _c2009
505			_a"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."--Publisher's website. _tPart I: The profession. The Nature of Public Relations ; The History of Public Relations ; A Theoretical Basis for Public Relations ; Law and Ethics. _tPart II: The process. Research: Understanding Public Opinion ; Strategic Planning for Public Relations Effectiveness ; Action and Communication ; Evaluating Public Relations Effectiveness. -- _tPart III: The publics. Media Relations ; Employee Communication ; Community Relations ; Consumer Relations and Marketing ; Investor Relations. -- _tPart IV: The practice. Public Affairs: Relations with Government ; Public Relations in Nonprofit Organizations ; Corporate Public Relations ; Technological, Global, and Organizational Issues in Public Relations.
700			_a Lattimore, Dan;
942			_2ddc _cBOOKS
999			_c26450 _d26450