Effective Public Relations, 1985, Scott M. Cutlip, Allen H. Center, Glen M. Broom,0132450933, 9780132450935, Prentice-Hall International, 1985

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Effective Public Relations presents a comprehensive summary of public relations concepts, theory,principles, history, management, and practices. This "bible" of the public relations field continues inits role as the single most authoritative and complete reference for public relations professionals.Still the most comprehensive and authoritative introductory book, continuing its long-standingtradition as the most-cited reference book. Often referred to as the "bible of public relations," thenew edition covers the many aspects of public relations theory and practice in a variety of settings.This text also serves as the basic reference for accreditation programs worldwide. Updatesexamples, sources, and references to provide readers with contemporary cases, contexts, andperspectives that illustrate major concepts and issues essential to understanding the field. The newedition offers an up-to-date synthesis and interpretation of the scholarly and professionalliterature. Expands discussions of how the public relations field relates to marketing, integratedmarketing communication (IMC), and related management functions, clarifying the unique andessential role of the public relations management function in organizations. An excellent, essentialdesk reference for those in the practice.

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created: 16th March 2012