Public relations is more vital today than ever before. In fact, good public relations practice is often the necessary edge in today's competitive marketplace. This popular book expertly blends PR principles and practicalities while giving you the core components of good public relations--research, theory, ethics, law, tactics, and channels. And because This Is PR advocates a positive, pro-active approach to the field, you'll begin to see it as an essential management function and force.
New to this edition:
- New examples of successful relations compaigns and cases and many illustrations depicting public relations in action
- Expanded coverage of international aspects of public relations
- Increased emphasis on the managerial (rather than image-making) role of public relations
- Major updating of material in chapters on law, ethics, and campaigns
- New chapter on the future of public relations
Part 1 Public Relations: Role, Origins and Future
Part 2 Research for PR
Part 3 PR's Ethical and Legal Envirionment
Part 4 Pr In Action