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Effective Public Relations

Effective Public Relations - 8th edition

ISBN13: 978-0135412114

Cover of Effective Public Relations 8TH 00 (ISBN 978-0135412114)
ISBN13: 978-0135412114
ISBN10: 0135412110
Edition: 8TH 00
Copyright: 2000
Publisher: Prentice Hall, Inc.
Published: 2000
International: No

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Effective Public Relations - 8TH 00 edition

ISBN13: 978-0135412114

Scott M. Cutlip, Allen H. Center and Glen M. Broom

ISBN13: 978-0135412114
ISBN10: 0135412110
Edition: 8TH 00
Copyright: 2000
Publisher: Prentice Hall, Inc.
Published: 2000
International: No

Intended as the primary textbook for the foundational public relations principles course and for a stand-alone public relations theory and practices course in communications and business programs. Effective Public Relations, Eighth Edition presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices. This "bible" of the public relations field continues in its role as the single most authoritative and complete text/reference for students of public relations.


  • NEW- A conceptual framework.
    • Helps students understand the concepts, principles, and theories underpinning professional practice.
  • NEW - Updated examples, sources, and references. Offers and up-to-date synthesis and interpretation of the scholarly and professional literature.
    • Provides students with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field.
  • NEW - Increased attention to new media and the information superhighway.
    • Alerts students to the changing demands for knowledge and skills needed to succeed today.
  • NEW - Expanded discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions.
    • Clarifies the unique and essential role of the public relations management function in organizations.
  • NEW - Greater attention to the roles of women and minorities in public relations history. Gives due credit to those who made contributions to the development of today's practice.
    • All students, not just some, see the relevancy of Public Relations practice and theory.
  • NEW - Expanded treatment of professional ethics. Shows how values and principles provide the basis for claims of professionalism and professional status.
    • Gives students a foundation in ethical practices to ensure professionalism.
  • Voices of leading practitioners and scholars. Especially in chapters describing contemporary practice.
    • Gives students a variety of perspectives on how the principles, models, and theory of public relations are applied in practice. Chapters 6, 14, 15, and 16.
  • Extensive use of subheads, bullets, and summary lists.
    • New format helps students identify the major topics and understand how they relate one to another.
  • Frequent examples from public Relations practice in other countries.
    • Expands students understanding of the practice internationally.
  • Chapter-opening Learning Objectives.
    • Alerts students to the major topics covered and provides study guides.

Table of Contents


Chapter 1. Introduction to Contemporary Public Relations.
Chapter 2. Practitioners of Public Relations.
Chapter 3. Organizational Settings.
Chapter 4. Historical Origins.


Chapter 5. Ethics and Professionalism.
Chapter 6. Legal Considerations.
Chapter 7. Theoretical Underpinnings : Adjustment and Adaptation.
Chapter 8. Communication and Public Opinion.
Chapter 9. Media and Media Relations.


Chapter 10. Step One : Defining Public Relations Problems.
Chapter 11. Step Two : Planning and Programming.
Chapter 12. Step Three : Taking Action and Communicating.
Chapter 13. Step Four : Evaluating the Program.


Chapter 14. Business and Industry.
Chapter 15. Government and Politics.
Chapter 16. Nonprofit Organizations, Health Care, and Education.
Chapter 17. Trade Associations, Professional Societies, and Labor Unions.

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