Public Relations Information Center: New to this Edition


		Table of Contents New to this Edition Supplements Features Sample Chapter About the Authors Book Preface



	Student Edition
	Instructor Edition

Public Relations: The Profession and the Practice, 3/e

Dan Lattimore, University of Memphis
Otis Baskin, Pepperdine University
Suzette T. Heiman, University of Missouri
Elizabeth L. Toth, University of Maryland

New to this Edition

NEW TO THIS EDITION

In Chapter 1 the reader is introduced to the changing nature of public relations including the new social media. A new spotlight features the Public Relations Student Society of America. A new mini-case on MTV’s campaign to make global climate change a priority is also featured along with an end-of-the chapter case on work as a student intern.
Chapter 2 covering public relations professionals, highlights two new professionals: Moss Kendrix, a pioneering African-American practitioner, and Chester Burger, a counselor to counselors and CEOs.
Chapter 4 considers in depth the developing legal consideration of the Internet. The USA Patriot Act is introduced and a new end-of-chapter case features Baseball and Steroid Use.
The new social media are highlighted in Chapter 9 with a new section explaining the personal, interactive media and how it is changing media relations. There is a new spotlight on social media terms and one on the Blogopshere.
Chapter 11 contains an updated section on corporate social philanthropy as well as community activism. A new spotlight features Kodak's commitment to community relations. The updated Deloitte mini-case now includes more international examples and the Liz Claiborne end-of-chapter case is updated.
Chapter 12 on Consumer Relations and Marketing presents an expanded discussion of corporate social responsibility, a new section on viral marketing and an expanded section on guerilla tactics.
Chapter 14 presents a new case involving the U.S. Treasury teaming with Weber Shandwick Public Relations for a multi-year campaign to entice more federal government retirees to use direct deposit.
In Chapter 15 on Nonprofit Organizations, the "Higher Education" sections have been expanded to cover security threats, misunderstood research and image management. A new case on creating a national identity is presented and the NRA and LSA cases have been updated.
A new section on crisis communication (Chapter 17) has been added to the list of pressing issues in public relations. Social media's use for public relations and its possibilities for the future as well as global and organizational issues are examined. A new mini-case on lead in Chinese imported toys highlights both the global and crisis issues.

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