Public Relations: Profession and Practice

Author: Dan Lattimer [USA]
Publisher:
Publish Date: 2006-01-01
Features: This book is an introductory textbook for public relations in the 21st century. It is divided into four parts, covering the theory and development history of the public relations profession, the public relations process from research to evaluation, the various publics that public relations practitioners face, as well as the practices of government public relations, corporate public relations, and non-profit organization public relations. Against the backdrop of technological development and globalization, the book explores the trends of the public relations industry. The book is rich in case studies, featuring both comprehensive cases throughout the chapters and classic public relations cases from various industries. For students, it is a valuable textbook; for public relations practitioners, it is a practical guide. This new edition maintains the four-part structure of the original edition, including: Public Relations Profession, Public Relations Process, Publics, and Public Relations Practice. Part I describes the current state of the public relations profession, its origins and development, theory, ethical norms, and legal issues. The second part elaborates on the core issues in public relations. The third part emphasizes that the public is the core of public relations. In the final part, the fourth part summarizes public relations practice and looks ahead to the new trends in the industry's development. We believe that this chapter arrangement can truly reflect the growth and development process of public relations as an emerging profession.