Cutlip and Center’s Effective Public Relations

Description

For courses in Introductory 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.
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.

Brief Contents

For courses in Introductory 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.

 

Divided into 4 parts–Each part builds on the previous giving students a strong base of knowledge for their subsequent courses.

• Part I (Chapters 1-4)—Concept, Practitioners, Context, and Origins
  Introduces the concept of contemporary public relations and defines terms often confused with the practice; describes what practitioners do in their various roles; gives their work context by explaining how organizational settings and other factors affect their work; and describes how the practice evolved, identifies those who led the evolution, and traces the origins of current practice.
• Part II (Chapters 5-10)—Foundations
  Introduces the principles and theory that underpin and guide the practice, including the professional, ethical, legal, and internal and external contexts; and media and media relations. Within a systems theory framework, chapters also present communication and public opinion theory essential to understanding the function of public relations in organizations and society.
• Part III (Chapters 11-14)—Management Process
  Applies theory to practice in the “four-step public relations process” outlining the strategic planning steps for managing public relations programs. Chapters explain how to define problems and set program goals, how to identify publics and write objectives, how to apply working theory to developing strategy, and how to track program progress and assess impact.
• Part IV (Chapters 15-17)—The Practice
  Gives context to the practice by illustrating what public relations does and how it functions in business and industry; government, military, and politics; nonprofit organizations, trade associations, professional societies, and other nongovernmental organizations (NGOs).

 

 

OTHER TOPICS OF DISTINCTION

 

Title includes the names of Cutlip and Center in honor of their contribution to the field. Beginning with the first edition in 1952, Effective Public Relations (EPR) has introduced the theory and principles of public relations, schooled its practitioners, and served as a reference for those in the calling worldwide. Scott M. Cutlip and Allen H. Center created the book that made public relations education an academic area of study on university and college campuses, and gave the practice a foundation of knowledge and principles. Many of their ideas and ambitions in the early editions still serve as beacons leading public relations education and practice.

 

Public relations education and professional practice now extend well beyond the limits of a single book or course, yet EPR remains the basic reference for the field worldwide. It is the book most frequently used by those preparing for accreditation exams, most frequently cited in public relations literature, most widely used worldwide in English, and most translated for study in China, Japan, Russia, Korea Spain, Bulgaria, Italy, and Latvia. As one reviewer said, “‘Cutlip, Center, and Broom’ ¼[is] the standard against which all basic public relations textbooks are measured.”[i] Glen Broom has provided a seamless transition over the past few editions.

Offer the latest information:

 

NEW! Chapter 17: Military Public Affairs. This new chapter has been devoted to the specific goals and challenges of public relations in the military and how it differs from PR in other settings.

 

NEW! Chapter 18: Nonprofit and Nongovernmental Organizations. This topic has been moved to its own chapter and includes expanded discussion of the role of public relations in the nonprofit sector and outlines the recent changes affecting such organizations.

 

NEW! Chapter 19: Health Care. This chapter focuses on the unique challenges of public relations in health care, including the link between employee and external communications, the impact of social media on health care communications, and the value of strategic integrated communication in health care.

 

NEW! Chapter 20: Education. The discussion of education has been broadened and now has its own chapter, which covers of the role of education in a global economy, current and emerging issues affecting education, and the changing role of PR within education.

 

NEW! Chapter 21: Associations and Unions. This new chapter addresses the role of public relations in labor relations, the differences between labor unions and other types of associations, and the unique complexities that face practitioners working on behalf of associations. 

 

Two new examples, McDonald’s and SC Johnson, added to the Business and Industry chapter to help illustrate corporate social responsibility.

 

Expanded coverage on the various ways both social media and globalization are impacting and shaping public relations.

 

Study questions have been added to the end of every chapter to assist students in reviewing chapter content and reinforcing what they’ve learned.