Written by two of the most respected and honored individuals in the field, this definitive casebook of actual real-life public relations situations serves as a reference and guidebook for helping public relations professionals apply effective, cutting-edge public relations theories, principles, and practices to a wide variety of situations --involving all types and sizes of organizations. Features actual, real-life cases on each aspect of public relations --employee relations, media relations, community relations, issues, crises, investor relations, consumer relations and ethics. Some cases end favorable for the organization involved, some end in failure, and others are unresolved. Provides comprehensive introductions to each series of cases. Stresses the importance and necessity of combining all public relations actions with both personal and professional ethics in behavior -- as outlined by the Declaration of Principles of PRSA's Code of Ethics. For any practicing public relations professional.
This textbook outlines the various types, practices, and basic principles of public relations. Specific chapters consider the purpose of public relations, explain how it addresses problems and uses opportunities, describe its different audiences (employees, communities, investors, consumers, and media), discuss issue campaigns and debates, address crisis management, reflect on standards and ethics, and offer career advice. Center teaches at San Diego State University. Jackson is an attorney. Annotation c. Book News, Inc., Portland, OR (booknews.com)