This edition provides an introduction to the theory and practice of public relations. It aims to outline the conceptual framework for understanding the concepts, origins, principles and theories underpinning this professional practice.
Concepts, practitioners, context and origins - introduction to
contemporary public relations, practitioners, organizational settings,
historical origins; foundations - ethics and professionalism, legal
considerations, theoretical underpinnings, communication and public opinion,
media and media relations; management process - step one - defining public
relations problems, step two - planning and programming, step three - taking
action and communicating, step four - evaluating the program; the practice -
business and industry, government and military, non-profits, health care and
education, trade associations, professional societies and labor unions.
