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
has defined public relations theory and practice, schooled its practitioners, and served as a reference for those in the calling for more than five decades. The first edition of Scott M. Cutlip and Allen H. Center's revolutionary book in 1952 made public relations an acceptable subject of academic study. Their ideas and ambitions for the field still serve as beacons leading the field in the 21st century. This updated ninth edition continues the trend of excellence and will introduce yet another generation of practitioners worldwide to this important profession of Public Relations.
PART I CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS
Chapter 1 Introduction to Contemporary Public
Relations
Chapter 2 Public Relations Practitioners
Chapter 3 Organizational Settings
Chapter 4 Historical Origins
PART II FOUNDATIONS
Chapter 5 Ethics and Professionalism
Chapter 6 Legal Considerations
Chapter 7 Theory: Adjustment and Adaptation
Chapter 8 Theory: Communication and Public Opinion
Chapter 9 Internal Media and Employee Communication
Chapter 10 External Media and Media Relations
PART III MANAGEMENT PROCESS
Chapter 11 Step One: Defining Public Relations
Problems
Chapter 12 Step Two: Planning and Programming
Chapter 13 Step Three: Taking Action and Communicating
Chapter 14 Step Four: Evaluating the Program
PART IV THE PRACTICE
Chapter 14 Business and Industry
Chapter 15 Government and Public Affairs
Chapter 16 Nonprofit Organizations, Health Care, and
Education
Chapter 17 Trade Associations, Professional Societies,
and Labor Unions
