Designed as a core textbook for introductory public relations courses, Public Relations Principles: Strategies for Professional Success provides students with a solid foundation in public relations in a variety of contexts.With possible uses in various industries such as health care, education, human resources, and marketing, the public relations practices covered in Public Relations Principles: Strategies for Professional Success are designed to address the needs of todays students and encourage them to conduct a personal inventory on their public relations skills.Available in print and eBook versions, Public Relations Principles: Strategies for Professional Success: Covers all relevant concepts and theories in the field while engaging todays students by developing communication skills through application.Enhances critical thinking skills and improves students communication choices and strategies given in the public relations context Discusses the greatest challenges students will face in the modern world of public relations while also providing communication strategies to overcome each challenge CHAPTER 1: UNDERSTANDING PUBLIC RELATIONS: A BRIEF HISTORY Chapter Outline Chapter Objectives Definition of Public Relations The History of Public Relations Public Relations as a Process Types of Public Relations Employee Relations Consumer Relations Investor Relations Community Relations Media Relations Public Affairs Crisis Communication Public Relations as a Career Strategies for Professional Success Executive Summary Key Terms Discussion Questions CHAPTER 2: ETHICS AND PUBLIC RELATIONS Chapter Outline Chapter Objectives Defining Ethics The Importance of Ethics in Public Relations Ethical Considerations The Ethics of Electronic Communication Ethical Responsibility Adapting to the Audience Ethical Responsibility Strategies Some Ethical Perspectives Religious Perspective Human Nature Perspective Dialogical Perspective Situational Perspective Strategies for Professional Success Executive Summary Key Terms Discussion Questions CHAPTER 3: PUBLIC RELATIONS THEORY Chapter Outline Chapter Objectives Excellence Theory News Framing Theory Technology-Image Expectancy Gap Corporate Apologia Situational Crisis Communication Theory Strategies for Professional Success Executive Summary Key Terms Discussion Questions CHAPTER 4: PUBLIC RELATIONS RESEARCH Chapter Outline Chapter Objectives Learning Research Methods to Consume Research Learning Research Methods to Produce Research Reasons for Learning Research Methods Qualitative vs.
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