Practice of Public Relations: Eighth Edition

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For courses in Public Relations and Introduction to Public Relations in Journalism, Communications, and Business departments. Using a unique hands-on approach that forces students to think critically about the field, this market leader captures the liveliness, vitality, and relevance of a field that is built on the important personal relationships, judgmental skills, and online knowledge that will dominate the 21st Century. Unlike other PR texts that steer clear of the cases, the ethical challenges, the how to counsel, and the public relations conundrums that force students to think, this book prepares students to deal with a full range of situations and arrive at effective, ethical solutions that distinguish the practice. An in-your-face textbook for an in-your-face profession. *New - Extensive, expanded coverage of Internet application to public relations: . E.g., integrates examples of internet strategies into every chapter; offers the most comprehensive explanation of the practice of public relations on the Net available *New - Re-organized into 5 logical Parts: Evolution, Validation, Activation, Execution, and Publics. *New - 50% new/updated chapter-end cases: Covers maj