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Public Relations: The Profession and the Practice
Author Information
Dan Lattimore, Otis Baskin, Suzette Heiman, Elizabeth TothProduct Details
ISBN: 9780073378879Publish Date: 11/18/2008
Publisher: McGraw-Hill Humanities/Social Sciences/Languages
Number of pages: 456
Description
Coverage of global markets, new technologies, and multiculturalism throughout make this dynamic text the cutting-edge choice for public relations courses. Accompanied by unique, free online video interviews of leaders in the public relations field, the text presents and explains in a personal, jargon-free style the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field.
Critical changes in society and technology lend importance to the increasing emphasis in the management function of public relations. While traditional media is still the foundation of public communication, the new social media now provides a much more personal and interactive form of public relations. This book thus provides the user with the ability to create effective messages using both the new social media as well as traditional media.
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