"Effective Public Relations, 10/e, "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 reference for public relations professionals. Still the most comprehensive and authoritative introductory book, continuing its long-standing tradition as the most-cited reference book. Often referred to as the "bible of public relations," the new edition covers the many aspects of public relations theory and practice in a variety of settings. This text also serves as the basic reference for accreditation programs worldwide. Updates examples, sources, and references to provide readers with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field. The new edition offers an up-to-date synthesis and interpretation of the scholarly and professional literature. Expands discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions, clarifying the unique and essential role of the public relations management function in organizations. An excellent, "essential" desk reference for those in the practice.

Table of Contents

PART I CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS Chapter 1 Introduction to Contemporary Public Relations Chapter 2 Practitioners of Public Relations Chapter 3 Organizational Settings Chapter 4 Historical Origins PART II FOUNDATIONS Chapter 5 Professionalism and Ethics Chapter 6 Legal Considerations Chapter 7 Theory: Adjustment and Adaptation Chapter 8 Theory: Communication and Public Opinion Chapter 9 Internal Relations 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 15 Business and Industry Chapter 16 Government and Politics Chapter 17 Nonprofits, Trade Associations, and Non-Governmental Organizations