Instant download Test Bank for The Practice of Public Relations 14th Edition by Seitel pdf docx epub after payment.
Product details:
- ISBN-10 ‏ : ‎ 0134895444
- ISBN-13 ‏ : ‎ 978-0134895444
- Author: Fraser P. Seitel
“Public relations continues to be a practice that is ‘contemporary’ in every respect: new research findings, new communication methods, new social media communication techniques, and constantly changing case studies. Stated another way, a text like this one can’t afford to rest on its laurels. It has to keep up to remain current. In that context, your author is fortunate to continue to spend each day engaged in the practice of public relations, as a teacher and working consultant, with real clients, who demand real publicity and occasionally find themselves in real crises. This helps keep the text fresh and up-to-date and practically grounded, so that events and innovations can be approached in proper public relations context. For example, social media, which has become so important in the field, is approached here in a realistic, practical application sense as an important public relations ‘tool,’ but a tool nonetheless. The point is that the approach of this book, unlike other basic texts, is intenselypractical–long on reasoning and justification and applications that work and short on ethereal philosophy, dubious theory, or new wave communication panaceas. This edition of The Practice of Public Relations will prepare you for real-world public relations work in the second decade of the 21st century”–
Table Of Contents:
- Part 1 Evolution (Chapters 1, 2)
- 1 Defining Public Relations
- Chapter Objectives
- Prominence of Public Relations
- What Is Public Relations?
- Influencing Public Opinion
- Management Interpreter
- Public Interpreter
- Public Relations Publics
- Public Relations Functions
- The Sin of “Spin”
- What Manner of Man or Woman?
- Case Study Publicity Punctures a Powerful Pariah
- Public Relations Bookshelf
- Endnotes
- 2 The History and Growth of Public Relations
- Chapter Objectives
- Ancient Beginnings
- Early American Experience
- Later American Experience
- Into the 1800s
- Emergence of the Robber Barons
- Enter the Muckrakers
- Ivy Lee: The Father of Public Relations
- The Growth of Modern Public Relations
- Government
- Counseling
- Corporations
- Public Relations Comes of Age
- Growth of Large Institutions
- Heightened Public/Media Awareness
- Societal Change, Conflict, and Confrontation
- Spread of Democracy and Capitalism
- Growth of Social Media
- Public Relations Education
- Case Study The Election that Shook the World … and Tested Public Relations
- Public Relations Bookshelf
- Endnotes
- Part 2 Preparation/Process (Chapters 3, 4, 5, 6, 7, 8)
- 3 Communication
- Chapter Objectives
- Goals of Communication
- Traditional Theories of Communication
- Contemporary Theories of Communication
- The Word
- The Message
- Receiver’s Bias
- Stereotypes
- Symbols
- Semantics
- Peer Groups
- Media
- Feedback
- Case Study Chobani Beats Back Big Mouth
- Public Relations Bookshelf
- Endnotes
- 4 Public Opinion
- Chapter Objectives
- What Is Public Opinion?
- What Are Attitudes?
- How Are Attitudes Influenced?
- Motivating Attitude Change
- Power of Persuasion
- Influencing Public Opinion
- Polishing the Corporate Image
- Managing Reputation
- Case Study The Tylenol Murders
- Public Relations Bookshelf
- Endnotes
- 5 Management
- Chapter Objectives
- Public Relations Management Process
- Reporting to Top Management
- The Public Relations Plan: Conceptualizing
- The Public Relations Plan: Creating
- Activating the Public Relations Campaign
- Setting Public Relations Objectives
- Public Relations Budgeting
- Public Relations Implementation
- Public Relations Departments
- Public Relations Agencies
- Reputation Management
- Where Are the Jobs?
- What Does It Pay
- Women and Minorities
- Case Study  When Being United’s CEO is a Real “Drag”
- Public Relations Bookshelf
- Endnotes
- 6 Ethics
- Chapter Objectives
- Ethical Issues Abound
- Doing the Right Thing
- Ethics in Business
- Corporate Codes of Conduct
- Corporate Social Responsibility
- Ethics in Government
- Ethics in Journalism
- Ethics in Public Relations
- Case Study Axing a Beloved Prairie Home Companion
- Public Relations Bookshelf
- Endnotes
- 7 The Law
- Chapter Objectives
- An Uneasy Alliance
- The First Amendment
- Defamation Law
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