Introduction to Public Relations

Author: Li Zhancai, Editor-in-Chief
Publisher:
Publish Date: 2005-02-01
Features: This book provides a comprehensive and concise overview of the scientific connotation of public relations and the discipline of public relations. It elaborates on the nature, research objects, significance, and methods of studying public relations as an emerging applied discipline. The book analyzes and explains in detail various aspects of public relations, including its history, constituent elements, functions and roles, fundamental principles and requirements, organizational structures and practitioners, basic types of public relations, public relations psychology, public relations surveys, public relations planning, implementation of public relations, public relations evaluation, and special public relations activities. These analyses are supported by numerous case studies, enabling readers to gain a clear and accurate understanding of the theories and practical principles, methods, and techniques of public relations. Each chapter includes review questions to facilitate students' learning and mastery of key content. This book is suitable as a textbook for undergraduate and graduate students taking elective courses in public relations at universities and colleges, as well as for readers interested in self-study of public relations.