- Newsom, Doug.
- Turk, Judy VanSlyke
- Kruckeberg, Dean
- Wadsworth Cengage Learning,
- 0495569054 (pbk.) :
- 9780495569053 (pbk.)
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- Includes bibliographical references and index.
- Part 1: PUBLIC RELATIONS: ROLE, ORIGINS AND TRENDS AFFECTING THE FUTURE. 1. PR Roles and Specialties. 2. PR's Origins and Evolution. 3. Trends in PR. Part 2: RESEARCH FOR PR. 4. Research: Planning, Processes and Techniques. 5. Publics and Public Opinion. Part 3: THEORY, ETHICS AND LAWS AFFECTING PR PRACTICE. 6. Theoretical Underpinnings. 7. PR Ethics and Responsibilities. 8. PR and the Law. Part 4: PR IN ACTION. 9. Strategic Management in PR Practice. 10. Communication Channels and Media. 11. Tactics and Techniques: Details That Make PR Strategy Work. 12. Campaigns. 13. Crisis and Credibility. 14. Public Relations Practice and a Worldview.
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