Public Relations: The Profession and the Practice Information Center: Table of Contents


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Public Relations: The Profession and the Practice

Dan Lattimore, University of Memphis
Otis Baskin, Pepperdine University
Suzette Heiman, University of Missouri - Columbia, MO
Elizabeth Toth, Syracuse University
James Van Leuven, University of Oregon

Part I: THE PROFESSION
1. The Nature of Public Relations
2. The History of Public Relations
3. A Theoretical Basis for Public Relations
4. Law and Ethics

Part II: THE PROCESS
5. Research: Understanding Public Opinion
6. Strategic Planning for Public Relations Effectiveness
7. Action and Communication
8. Evaluating Public Relations Effectiveness

Part III: PUBLIC RELATIONS: THE PUBLICS
9. Media Relations
10. Employee Communication
11. Community Relations
12. Consumer Relations and Marketing
13. Financial Relations

Part IV: THE PRACTICE
14. Public Affairs: Relations in Government
15. Public Relations in Nonprofit Organizations
16. Corporate Public Relations
17. Emerging Trends in Public Relations

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