Today's Public Relations: Introduction, An

Description:
Working to redefine the teaching of public relations by discussing its connection to mass communication, but also linking it to its rhetorical heritage, this text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion//publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success. The book also examines the challenges of creating a solid foundation in the field of public relations while working to become a professional in a global society. Key Features: - Chapter-opening vignettes illustrate key points to be covered in the chapter. - Web Watcher boxes highlight the importance of the Internet in PR today and encourage students to use the Web's resources. - Ethical Quandary boxes lead readers to think through difficult situations in order to better prepare them for the challenges of public relations. - Professional Reflections, written by practitioners, give a real-world perspective on the topics covered.- End-of-chapter questions and summary questions, exercises, and recommended reading lists help readers to better comprehend the chapter material and delve more deeply into the topic at hand.

Review:
'Though written primarily for students, many professionals could benefit from the informative case studies and guidelines that adorn this volume. This book also looks at international public relations giving the student a hint of what global communications is like.' -- Santan Rodrigues Book Nook 20060627

Table of Contents:
Preface Acknowledgments 1. Strategic Public Relations Building: An Ethical Organization Communicating Effectively 2. History of Public Relationships 3. Managing Mutually Beneficial Relationships 4. The Value of Research 5. Elements of Planning 6. Taking Action: Strategic Messaging 7. Evaluation of Public Relations Efforts 8. Public Relations Theory in Practice 9. Ethical and Legal Restraints on Public Relations Practice 10. Monitoring and Managing Issues 11. Selecting Media, Technologies, and Communication Tools 12. Publicity, Promotion, and Writing 13. Collaborative Decision Making 14. Building a Career 15. The Future of Public Relations: Globalism and Cyberspace References Index About the Authors

Author Biography:
W. Timothy Coombs holds a Ph.D. from Purdue University in Issues Management and Public Affairs and is an Associate Professor in the Communication Studies Department at Eastern Illinois University. Dr. Coombs has been involved in the teaching and practice of public relations for over 20 years. His primary research area is crisis research with a focus on the development and testing of the Situational Crisis Communication Theory (SCCT). His crisis research was awarded the 2002 Jackson, Jackson, and Wagner Behavioral Research Prize from the Public Relations Society of America. His book, On Going Crisis Communication, won the PRIDE Award for Best Book in 2000. He has also won a PRIDE Award for Best Article in 2002. He has published articles in Management Communication Quarterly, Journal of Public Relations Research, Journal of Business Communication, Journal of Public Affairs, Public Relations Review, and Communication Studies. He has given public relations-related presentations to a variety of professional and academic groups throughout the United States. Dr. Coombs has also lectured on public relations-related topics in Australia, Austria, Egypt, Norway, and the United Kingdom. Robert L. Heath is professor emeritus at the School of Communication University of Houston and Academic Consultant in the College of Commerce, Faculty of Management and Marketing at the University of Wollongong in Australia. Heath is one of the academic pioneers in examining the history and theoretical foundations of strategic issues management. He is author or editor of 12 books (and 2 second editions) and 100 articles in major journals and leading edited books. In addition to strategic issues management, he has written on rhetorical theory, social movements, communication theory, public relations, organizational communication, crisis communication, risk communication, terrorism, and reputation management. He edited the Encyclopedia of Public Relations and the Handbook of Public Relations. He has lectured in many countries, to business and non-profit groups, and for various professional organizations. In May 2007, he was saluted by the Issue Management Council for his leadership over three decades to foster mutual interests between the corporation and all stakeholders and stakeseekers.