Cutlip and Center's Effective Public Relations

Cutlip & Center offers students the gold standard in public relations, providing the most up-to-date reference in the market.

This edition features several new chapters, examples, and information on how social media and globalization are shaping PR.

PART I:  CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS
Chapter 1: Introduction to Contemporary Public Relations    
Chapter 2: Practitioners of Public Relations    
Chapter 3: Organizational Settings    
Chapter 4: Historical Origins and Evolution    
PART II: FOUNDATIONS
Chapter 5: Professionalism and Ethics    
Chapter 6: Legal Considerations
Chapter 7: Theory: Adjustment and Adaptation
Chapter 8: Theory: Communication and Public Opinion
Chapter 9: Internal Relations and Employee Communication
Chapter 10: External Media and Media Relations
PART III: MANAGEMENT PROCESS
Chapter 11: Step One: Defining Public Relations Problems
Chapter    12: Step Two: Planning and Programming
Chapter 13: Step Three: Taking Action and Communicating
Chapter 14: Step Four: Evaluating the Program
PART IV: THE PRACTICE
Chapter 15: Business and Industry    
Chapter 16: Government and Politics    
Chapter 17: Military Public Affairs    
Chapter 18: Nonprofits and NGOs    
Chapter 19: Health Care    
Chapter 20: Education    
Chapter 21: Associations and Unions