Public Relations (Profession and Practice)

Author: Dan Lattimer, Otis Baskin, Susette Heiman, Elizabeth Tuttle, James Van Leuven
Publisher:
Publish Date: 2006-01-01
Features: This book is an introductory textbook on public relations for 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 advancement and globalization, the book explores the development trends of the public relations industry. The book is rich in case studies, featuring both comprehensive cases running through each chapter 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 version, including: the public relations profession, the public relations process, publics, and public relations practices. Part one describes the current state of the public relations profession, its origins and development, theory, ethical standards, and legal issues. The second part elaborates on the core issues in public relations. The third part emphasizes that publics are the core of public relations. In the final part, the fourth part summarizes public relations practices and looks ahead to new trends in the industry's development. We believe that this chapter arrangement genuinely reflects the growth and development process of public relations as a new profession.