Scott M. Cutlip
Allen H. Center
Glen M. Broom, San Diego State University
©2006 | Pearson
| Format | Paper | |
| ISBN-13: | 9780130082008 | |
| Online purchase price | $136.00 | |
| Net price | Instructors, sign in here to see net price | $102.00 (what’s this?) |
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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.Preface is available for download in PDF format.
This material is protected under all copyright laws, as they currently exist. No portion of this material may be reproduced, in any form or by any means, without permission in writing from the publisher.
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.
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)
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 15 Business and Industry
Chapter 16 Government and Public Affairs
Chapter 17 Nonprofit Organizations, Health Care, and Education
Chapter 18 Trade Associations, Professional Societies, and Labor Unions
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