Effective Public Relations, 9th Edition

Q: Would you like to use a PR text that helped defined the field and yet remains current and up to date?

A: NEW- Chapter 1, Introduction to Contemporary Public Relations–Now includes two new sections on Public Relations Defined (p. 5) and Internal Relations. (p.9)

A: NEW- Chapter 3, Organizational Settings–Includes a new section covering the Determinants of Excellence under the Internal Department. (p.66)

A: NEW- Chapter 4, Historical Origins–Has a new section focusing on industry growth and change. (p.91)

A: NEW- Chapter 5, Ethics and Professionalism–Now covers Philosophical Foundations of Ethics in a special section. (p.119)

A: NEW- Chapter 6, Legal Considerations- Includes a new section on The Internet. (p. 152)

Q: Would you like to emphasize internal public relations and employee communication?

A: NEW- Effective Public Relations now includes a chapter on Internal Media and Employee Communication with the creation of chapter 9. (p. 222)

Q: Would you like your students to learn strategies for specific PR contexts from practitioners in the field?

A: Section IV, chapters 15-19, authored by leading practitioners and scholars, providing students a variety of perspectives on how the principles, models, and theory of public relations are applied in practice. (Ex; Chapter 16 was written in collaboration with George D. Lennon, National Director of the Office of Communication, U.S. Dept of Agriculture Forest Service. p 410)

Q: Do you want your students to understand the professional ethics behind public relations?

A: Expanded treatment of professional ethics to demonstrate how values and principles provide the basis for claims of professionalism and professional status.

Q: How important is it to you that your text covers the international scene of PR?

A: The ninth edition includes frequent examples of public relations practice in other countries. These examples help to expand students' understanding of the practice internationally.