Cutlip and Center`s effective public relations /
Glen m. Broom, Bey-Ling-Sha
- Noida: Pearson, 2013.
- 455 p. PB
Part I. Concept, Practitioners, Context, and Origins : -- 1. Introduction to Contemporary Public Relations -- 2. Practitioners of Public Relations -- 3. Organizational Settings -- 4. Historical Origins and Evolution -- Part II. Foundations : -- 5. Professionalism and Ethics -- 6. Legal Considerations -- 7. Theory: Adjustment and Adaptation -- 8. Theory: Communication and Public Opinion -- 9. Internal Relations and Employee Communication -- 10. External Media and Media Relations -- Part III. Management Process : -- 11. Step One: Defining Public Relations Problems -- 13. Step Three: Taking Action and Communicating -- 14. Step Four: Evaluating the Program -- Part IV. The Practice : -- 15. Business and Industry -- 16. Government and Politics -- 17. Military Public Affairs -- 18. Nonprofits and NGOs -- 19. Health Care -- 20. Education -- 21. Associations and Unions