The Comprehensive Public Relations Reader
Function and Practice
(First Edition)
©2018, 294 pages
Paperback list price: $131.95
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Featuring the original writing of noted experts in the field, and selected by educators and former public relations professionals, The Comprehensive Public Relations Reader: Function and Practice gives students a comprehensive overview of public relations.
The readings are organized into four sections. The first provides foundational information on public relations, including a clear definition of the field and insight into its origins. Section 2 discusses careers in public relations in articles on job preparation and the top public relations careers in areas such as health care, government, and sports. In Section 3 readers learn about public relations best practices. Specific topics include identifying stakeholders, assessing the environment, and knowing the tools of the trade. The final section is devoted to the four-step public relations process, and explores how to establish goals and objectives, and implement a strategic plan.
A thoughtful blend of writing on the theoretical and the practical, background and application, The Comprehensive Public Relations Reader is an ideal text for introductory courses in the discipline. The anthology is also well-suited to classes in advertising, marketing, and strategic business communication.
The readings are organized into four sections. The first provides foundational information on public relations, including a clear definition of the field and insight into its origins. Section 2 discusses careers in public relations in articles on job preparation and the top public relations careers in areas such as health care, government, and sports. In Section 3 readers learn about public relations best practices. Specific topics include identifying stakeholders, assessing the environment, and knowing the tools of the trade. The final section is devoted to the four-step public relations process, and explores how to establish goals and objectives, and implement a strategic plan.
A thoughtful blend of writing on the theoretical and the practical, background and application, The Comprehensive Public Relations Reader is an ideal text for introductory courses in the discipline. The anthology is also well-suited to classes in advertising, marketing, and strategic business communication.
Bob “Pritch” Pritchard, APR, Fellow PRSA, Captain, U.S. Navy (Retired) has 25 years of experience as a public affairs officer in the U.S. Navy and more than 20 years as a public relations educator, serving as a faculty adviser for Public Relations Student Society of America chapters and for student-operated public relations firms for those 20 years.
Jensen Moore, Ph.D. is an associate professor of public relations at the University of Oklahoma’s Gaylord College of Mass Communication at the University of Oklahoma. Her primary research interests are at the intersection of social media, crisis communication, and health communication. Specifically, she examines how individuals and organizations use social media for mourning, information sharing, and information-seeking following man-made and natural disasters.
Other Cognella titles by Bob "Pritch" Pritchard:Other Cognella titles by Jensen Moore:
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