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 | | Public Relations: The Profession and the Practice by Dan Lattimore, Otis Baskin, Suzette Heiman, Elizabeth Toth ISBN-10: 9780073378879 ISBN-10: 0-07-337887-9 ISBN-13: 9780073378879 ISBN-13: 978-0-07-337887-9 Paperback 2008-11-18 McGraw-Hill Humanities/Social Sciences/Languages Find Lowest Price |
Editorials | ||
Product Description 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. | ||
Reviews | ||
Boring typical academic book I bought this book for an online PR 1 class in Spring 2009. I felt like I wasn't learning anything so I dropped the class and the following semester took it in an actual class with a different teacher and different book and it was mush better, to the point where I now want to have a career in PR because of the new book and professor. I thought PR was such a boring topic with this book but the other PR book (author Fraser Seitel) in the new class was so much more interesting. I am gonna sell this book back on Amazon!! | ||
Public relation is more than damage control.. Starting with the nature, history, and a theoretical basis of public relations, the book covers law ethics, research, strategic planning, action communication, evaluating effectiveness, media and community, consumer marketing, investor relations, corporate, government and nonprofit sector, and crisis management. The book has 17 mini cases, and is concise with less than 400 pages. It was used as a college textbook. Nowadays, the Business School offers this course just like the School of Journalism. The difference is the Business School addresses Public Relations from the company standpoint. It is a practical approach. This book will be better if in-depth case studies are included. Then I can use it for the MBA level in the Business School. | ||