Descripciones mejoradas de Syndetics:

Public Relations: A Values-Driven Approach, Cases Edition, adds 24 timely and exciting cases to the authors' successful introductory book, engaging the reader in the practice of public relations.

Maintaining the intriguing and effective features of Public Relations: A Values-Driven Approach , the Cases Edition offers case studies with discussion questions to convey the excitement and challenges of real-world public relations. Mixing positive examples with public relations activities gone awry, the authors have developed eight brand-new case studies and updated cases from previous editions of Public Relations: A Values-Driven Approach proven to help the reader gain an understanding of the industry. An online Instructor's Manual provides answers to the thought-provoking discussion questions.

In a time when society is holding individuals and organizations to high standards of conduct, Public Relations: A Values-Driven Approach, Cases Edition, teaches the reader how to build ethical, productive relationships with strategic constituencies. Steeped in the traditions and theories of public relations, the book features an engaging, informal tone. It abounds with lively anecdotes and comes in at a reasonable price for students.

Tabla de contenidos provista por Syndetics

• I Foundations of Public Relations
• 1 What Is Public Relations?
• Public Relations: Everywhere you look A Profession Gaining
• In Respect Why a Public Relations Career?
• The Public Relations Process
• The Role of Values in Public Relations Values-Driven Public Relations
• Discussion Questions Memo from the Field
• Phair, PhairAdvantage Communication Itrsquo;s
• Your Turn: The Question Key Terms Notes
• 2 Jobs in Public Relations
• Where the Jobs Are Governments
• Public Relations Agencies Independent
• Public Relations Consultants
• Public Relations Activities and Duties
• Working Conditions and Salaries Whatrsquo;s Important in a Job?
• Discussion Questions Memo from the Field
• Valencia, Peacute;rez & Echeveste Public Relations Itrsquo;s
• Your Turn: Career Day at High School
• 3 A Brief History of Public Relations
• Why History is Important to You Premodern
• Public Relations War and Propaganda
• The Downsizing of the United States
• The New Millennium Discussion Questions Memo from the Field
• retired Itrsquo;s
• Your Turn: MegaShop Comes to Sunnyview Key Terms
• Notes
• 4 The Publics in Public Relations
• What Is a Public?
• The Publics in Public Relations
• What Do We Need to Know about Each Public?
• The Traditional Publics in Public Relations
• Discussion Questions Memo from the Field
• The Aker Partners, Inc. Itrsquo;s
• Your Turn: The Tuition Increase
• Key Terms
• Notes
• 5 Communication Theory and Public Opinion
• The Power of Public Opinion
• A Communication Model Mass Communication Theories
• Motivation Persuasion and Public Opinion
• Discussion Questions Memo from the Field
• Barometre Itrsquo;s
• Your Turn: The Acme Widget Company
• Key Terms
• Notes
• 6 Ethics and Social Responsibility in Public Relations
• What Are Ethics?
• Objectivity versus Advocacy: A Misleading Ethics Debate Challenges to Ethical Behavior
• The Rewards of Ethical Behavior Trust and Social Corporate
• Responsibility Beyond CSR: Strengthening Ethical Behavior
• Discussion Questions Memo from the Field: Carol Cone, Cone, Inc. Itrsquo;s
• Your Turn: Trouble Brewi