Read complete books and articles on: Public Relations

Public Relations - activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most favorable light. Thus, the goal of the public relations consultant is to create, through the organization of news and advertising, an advantageous image for his client, be it a business corporation, cultural institution, or private or public individual; toward this end—the making of favorable public opinion—many research techniques and communications media are used. Although many of the same methods are employed, public relations differs from propaganda, which is generally government supported, international in scope, and political in nature. The earliest form of public relations and still the most widely practiced is publicity. The principal instrument of publicity is the press release, which provides the mass media with the raw material and background for a news story. The growth of modern public relations is generally attributed to the development of the mass media, which accelerated the spread of ideas and increased the importance of public opinion by giving more people access to current events. Public relations as a field can be traced to the early 20th cent., when American businessmen found it necessary to respond to attacks by social reformers. A milestone in the industry was the opening (1904) of Ivy Lee's publicity office in New York City. Soon there were other firms in the field, and by World War I the concept of public relations had gained general acceptance. Public relations techniques have been widely used in politics and political campaigns. By the 1960s the public relations agency had become a fact in American life, numbering among its clients branches of national, state, and local government, industry, labor, professional and religious groups, and some foreign countries.

See B. R. Canfield, Public Relations (5th ed. 1968); E. L. Bernays, The Engineering of Consent (3d ed. 1969) and Public Relations (1970); S. M. Cutlip and A. H. Center, Effective Public Relations (4th ed. 1971); J. F. Awad, The Power of Public Relations (1985); E. W. Brody and G. C. Stone, Public Relations Research (1989).

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15 of the Best Books and Articles on: Public Relations

as selected by Questia librarians

1.

Public Relations Theory » Read Now
by Carl H. Botan, Vincent Hazleton Jr. 354 pgs.

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...PUBLIC RELATIONS THEORY COMMUNICATION A series of...Broadcast News Olasky Corporate Public Relations: A New Historical Perspective...Abortion, 1838-1988 Botan/ Hazleton...
2.

Public Relations Writing » Read Now
by E. W. Brody, Dan L. Lattimore. 267 pgs.

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Breadth and balance in content are the primary attributes of this practical guide designed to equip undergraduate students for the broad range of writing tasks involved in contemporary public relations practice. A myriad of writing tasks are examined, those undertaken for print and electronic media...
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Breadth and balance in content are the primary attributes of this practical guide designed to equip undergraduate students for the broad range of writing tasks involved in contemporary public relations practice. A myriad of writing tasks are examined, those undertaken for print and electronic media as well as those that arise in the business component.
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3.

Rethinking Public Relations: The Spin and the Substance » Read Now
by Kevin Moloney. 196 pgs.

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This study looks at public relations, a major UK industry with up to 50,000 jobs, but with a low reputation and a pervasive influence on politics and markets.
4.

The Business of Public Relations » Read Now
by E. W. Brody. 330 pgs.

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Using systems theory, this volume approaches public relations as an organizational subsystem. The author defines a functional framework for the practice of public relations consistent with contemporary management theory. The book also presents a practice management model for application in both...
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Using systems theory, this volume approaches public relations as an organizational subsystem. The author defines a functional framework for the practice of public relations consistent with contemporary management theory. The book also presents a practice management model for application in both corporate and counselor settings; develops this model to elaborate the role of the PR unit; and meets the development-related informational needs of both organizational and counselor practitioners in terms of human resources management, fiscal services, and insurance.
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5.

Public Relations and Communication Management in Europe: A Nation-By-Nation Introduction to Public Relations Theory and Practice » Read Now
by Betteke Van Ruler, Dejan Vercic. 502 pgs.

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6.

Strategic Public Relations Management: Planning and Managing Effective Communication Programs » Read Now
by Erica Weintraub Austin, Bruce E. Pinkleton. 402 pgs.

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This volume helps readers move from a tactical public relations approach to a strategic management style based on skillful use of research and planning techniques. Combining the key components of effective management and campaign design, the authors introduce students and practitioners to the tools...
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This volume helps readers move from a tactical public relations approach to a strategic management style based on skillful use of research and planning techniques. Combining the key components of effective management and campaign design, the authors introduce students and practitioners to the tools needed for developing and presenting comprehensive, effective, and accountable plans. Employing clear, straightforward language, they cover techniques for planning and research, as well as the effective application of communication theory. Key features of the volume include the synthesis of knowledge in public relations and communication, covering the critical areas needed for a strategic approach to public relations, and ample real-world examples, providing concrete applications of principles and theories. With its practical and accessible approach, Strategic Public Relations Management will serve well as a text for public relations management and communication campaigns courses, and is essential as a reference for professional practice.
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7.

Public Relations As Relationship Management: A Relational Approach to the Study and Practice of Public Relations » Read Now
by Stephen D. Bruning, John A. Ledingham. 255 pgs.

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The emergence of relationship management as a paradigm for public relations scholarship and practice requires a close examination of just what is achieved by public relations--its definition, function and value, and the benefits it generates. Initiated by the editors' interest in cross-disciplinary...
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The emergence of relationship management as a paradigm for public relations scholarship and practice requires a close examination of just what is achieved by public relations--its definition, function and value, and the benefits it generates. Initiated by the editors' interest in cross-disciplinary exploration, this volume evolved to its current form as a result of the need for a framework for understanding public relations and the potential impact of organization-public relationships on the study, practice, and teaching of public relations. Ledingham and Bruning include contributions that present state-of-the-art research in relationship management, applications of the relational perspective to various components of public relations, and the implications of the approach to influence further research and practice. The discussion conducted here is certain to influence and promote future theory and practice on the concept of relationship management.
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8.

Public Relations Inquiry as Rhetorical Criticism: Case Studies of Corporate Discourse and Social Influence » Read Now
by William N. Elwood. 340 pgs.

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Whether politically, socially, economically, or psychologically, postmodern institutions attempt to influence their environments through the use of rhetoric in their public relations campaigns. As corporations increasingly dominate the public discourse we experience daily, it becomes increasingly...
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Whether politically, socially, economically, or psychologically, postmodern institutions attempt to influence their environments through the use of rhetoric in their public relations campaigns. As corporations increasingly dominate the public discourse we experience daily, it becomes increasingly important to understand how that discourse operates, and to become more informed creators and consumers of institutional rhetoric. This volume examines the theoretical bases and practical effects of a variety of public relations campaigns. The contributors demonstrate that rhetorical inquiry is a viable and underrated approach to explaining the influence of public relations campaigns. Cases analyzed in the book range from those of national scope (e.g., Mobil Oil's "Observations" campaign of the 1970s and 1980s), to studies of targeted influence (e.g., corporate recruitment videos), to cases of internal relations (e.g., issues management during corporate mergers), to studies of local situations (e.g., theanatomy of,a local ballot issue campaign). While the various contributors employ a broad range of rhetorical methods and analysis, the discussions remain approachable and understandable for students and professionals alike.
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9.

Organizational Public Relations: A Political Perspective » Read Now
by Christopher Spicer. 324 pgs.

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...Organizational Public Relations A Political Perspective -ii- Organizational Public Relations A Political Perspective Christopher...Spicer, Christopher. Organizational...
10.

Understanding the Relation Between Public Relations and Issues Management, in Journal of Public Relations Research » Read Now
by Martha A Lauzen. 18 pgs.

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...Understanding the Relation Between Public Relations and Issues Management Martha...Using a systematic sample of 248 public relations managers in the United States...the...
11.

International Public Relations: A Comparative Analysis » Read Now
by Hugh M. Culbertson, Ni Chen. 454 pgs.

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...INTERNATIONAL PUBLIC RELATIONS A Comparative Analysis LEAs...General Editors Selected titles in Public Relations James E. Grunig/ Larissa...Advisory Editors include: Cutlip...
12.

Managing the Media: Proactive Strategy for Better Business-Press Relations » Read Now
by Fred J. Evans. 176 pgs.

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"Emphasizing the need for businesses to take a proactive approach to media relations, examines methods and techniques used by executives to develop successful press relations. Marketing News
13.

PR! A Social History of Spin » Read Now
by Stuart Ewen. 480 pgs.

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This is Stuart Ewen's long-awaited history of public relations. Based on unexplored and often confidential sources, the book shows how the the art of PR has moulded and warped the contours of American democracy.
14.

The Unseen Power: Public Relations, a History » Read Now
by Scott M. Cutlip. 812 pgs.

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...THE UNSEEN POWER: Public Relations. A History LEAs COMMUNICATION...Editors Selected titles in Public Relations James Grunig, Advisory...Botan/ Hazelton Jr. Public...
15.

Public Relations History: From the 17th to the 20th Century: The Antecedents » Read Now
by Scott M. Cutlip. 300 pgs.

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...PUBLIC RELATIONS HISTORY: From the 17th to the 20th Century. The Antecedents -ii- PUBLIC RELATIONS HISTORY: From the 17th to the 20th...Cataloging-in-Publication Data...