000 05269cam a2200505 a 4500
001 16948354
005 20240318183509.0
008 110906s2013 maua b 001 0 eng
010 _a 2011938130
020 _a9781111836832 (pbk.)
020 _a1111836833 (pbk.)
035 _a(OCoLC)ocn779837037
040 _aAU@
_beng
_cAU@
_dMUU
_dOCLCF
_dEEK
_dOCLCA
_dIUL
_dYDXCP
_dOCLCQ
_dDLC
042 _alccopycat
050 0 0 _aHM1221
_b.N48 2013
082 0 4 _a659.2
_223
_bNEW
100 1 _aNewsom, Doug.
_93010
240 _athe realities of public relations /
245 1 0 _aThis is PR :
_bthe realities of public relations /
_cDoug Newsom, Judy VanSlyke Turk, Dean Kruckeberg.
246 3 _aThis is public relations
246 3 0 _aRealities of public relations
250 _a11th ed.
260 _aBoston, MA :
_bWadsworth, Cengage Learning,
_cc2013.
300 _axiv, 369 p. :
_bill. ;
_c26 cm.
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
490 1 _aWadsworth series in mass communication and journalism
490 1 _aCengage advantage books
504 _aIncludes bibliographical references (p. 335-354) and index.
505 0 _apt. 1. Public relations: role, practice and origins. 1. PR roles and responsibilities : International consistency of PR practice ; What does public relations practice involve? ; Role and function for organizations: 10 basic principles ; Why the need to know this about PR? ; The job of the PR practitioner ; The function of public relations in business and society -- 2. PR's origins and evolution : Seeking the PR "source spring" ; The beginnings of PR in the USA, 1600-1799 ; Communicating/initiating: the era of press agentry and publicity, 1800-1899 ; Reacting/responding: the time of reporters-in-residence, 1900-1939 ; Planning/preventing: the growth of PR as a management function, 1940-1979 ; Professionalism: PR in the era of global communication, 1980-present -- pt. 2. Research for PR. 3. Research: planning, monitoring and evaluating : The basics: record keeping and retrieving ; Finding and using research resources ; Using research for planning and monitoring ; Using research to plan and to evaluate outcomes ; Informal research ; Formal research ; Audience information ; Research and problem solving -- 4. Stakeholders and interactions : Identifying and describing publics ; Issues: identification, monitoring, evaluation and management ; Issues and the role of the PR practitioner ; Perceptions and public opinion ; Public opinion research and public relations.
505 0 _apt. 3. Theory, ethics and laws affecting PR practice. 5. Theoretical underpinnings for PR : Origins in sociology and psychology ; Organizational theory ; Communication theories ; Persuasion and change ; A way to look at media: source, message, source + message, media, receivers -- 6. PR ethics and responsibilities : Complexities in ethical decision making ; Responsibility in advertising and sponsorships ; Responsibility in publicity ; Individual responsibilities -- 7. PR and the law : The liabilities of practicing ; Government regulations ; Court rulings and legal responsibilities ; Revisiting the hypotheticals -- pt. 4. PR in action. 8. Strategic management in PR practice : PR's role in the organizational structure as part of the management team ; Issue monitoring and managing for organizations ; Planning and managing PR work -- 9. Communication channels and media : Choosing the medium ; Choosing the message: advertising and publicity ; Traditional hybrid: direct mail ; Developing hybrids -- 10. Tactics and techniques: details that make PR strategy work : Advertising ; Publicity and publications ; Publicity through the mass media ; On the job with media people ; Goofs and glitches ; Talking back and correcting -- 11. Campaigns : Types of campaigns ; Characteristics of successful campaigns ; Planning a campaign ; Implementing the campaign ; Evaluating the campaign ; Campaign outline ; Changing behavior ; Government campaigns -- 12. Crisis and credibility : Anticipating a crisis ; Dealing with a crisis ; Recovery and evaluation.
520 _a"Ideal for the beginning student or the experienced public relations practitioner, This is PR: The realities of public relations, Eleventh Edition, covers the world of public relations with a strong emphasis on fundamentals such as history and research, as well as emerging issues such as technology, ethics, and the international aspects. With numerous examples, strategies, tactics, and case studies, you'll have resources you can take away from the classroom."--Publisher's website.
650 0 _aPublic relations.
_91582
650 0 _aCommunication in marketing.
_92097
650 7 _aPublic relations.
_2fast
_0(OCoLC)fst01082892
_91582
700 1 _aVanSlyke Turk, Judy.
_93011
700 1 _aKruckeberg, Dean.
_93012
830 0 _aWadsworth series in mass communication and journalism.
_93013
830 0 _aCengage advantage books.
_93014
906 _a7
_bcbc
_ccopycat
_d3
_encip
_f20
_gy-gencatlg
942 _2ddc
_cBOOK
999 _c37117
_d37116