Cutlip and Center's Effective Public Relations, International Edition, 11th edition

For courses in Introductory Public Relations.
Cutlip & Center offers students the gold standard in public relations, providing the most up-to-date reference in the market.

Divided into 4 parts—Each part builds on the previous giving students a strong base of knowledge for their subsequent courses.

• Part I (Chapters 1-4)–Concept, Practitioners, Context, and Origins
  Introduces the concept of contemporary public relations and defines terms often confused with the practice; describes what practitioners do in their various roles; gives their work context by explaining how organisational settings and other factors affect their work; and describes how the practice evolved, identifies those who led the evolution, and traces the origins of current practice.
• Part II (Chapters 5-10)–Foundations
  Introduces the principles and theory that underpin and guide the practice, including the professional, ethical, legal, and internal and external contexts; and media and media relations. Within a systems theory framework, chapters also present communication and public opinion theory essential to understanding the function of public relations in organisations and society.
• Part III (Chapters 11-14)–Management Process
  Applies theory to practice in the “four-step public relations process” outlining the strategic planning steps for managing public relations programs. Chapters explain how to define problems and set program goals, how to identify publics and write objectives, how to apply working theory to developing strategy, and how to track program progress and assess impact.
• Part IV (Chapters 15-17)–The Practice
  Gives context to the practice by illustrating what public relations does and how it functions in business and industry; government, military, and politics; nonprofit organisations, trade associations, professional societies, and other nongovernmental organisations (NGOs).