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Public Relations: The Profession and the Practice

Public Relations:  The Profession and the Practice
Author: Dan Lattimore - Otis Baskin - Suzette Heiman - Eli
ISBN 13: 9780073378879
ISBN 10: 73378879
Edition: 3
Publisher: McGraw-Hill Education
Publication Date: 2008-11-18
Format: Paperback
Pages: 456
List Price: N/A

Coverage of global markets, new technologies, and multiculturalism throughout make this dynamic text the cutting-edge choice for public relations courses. Accompanied by unique, free online video interviews of leaders in the public relations field, the text presents and explains in a personal, jargon-free style the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field.

Critical changes in society and technology lend importance to the increasing emphasis in the management function of public relations. While traditional media is still the foundation of public communication, the new social media now provides a much more personal and interactive form of public relations. This book thus provides the user with the ability to create effective messages using both the new social media as well as traditional media.