This slim volume hits hard at one major point: public relations practitoners need to abandon their dominant attitude of narrowly serving the needs of their clients and instead attempt to engender a broad-based sense of community. By approaching public relations from this broader perspective both the needs of the client and the community are served. Implicit in this theory is that a closer-knit community will retain more traditional family-based values and therefore comprise a more stable and appreciative economic unit for one's client. Canadian Journal of Communication
Public relations is commonly viewed as using persuasive communications to achieve a client's vested goal. Kruckeberg and Starck challenge this oversimplified approach, asserting that public relations is a complex, multi-flow process that should--and can--affect society as a whole. In Part I, they examine critically the historical definition and practice of public relations, outlining the shortcomings of this narrow approach. Part II explores how the community itself has changed. Such issues as the shift from rural to urban life and the attempt to regain a sense of community are discussed. Part III attempts to reconcile the authors' new notion of public relations and community through an in-depth case-study. The results lead the authors to conclude that only if public relations is practiced as an active attempt to build a sense of community can it become a full partner in the communications milieu.

Public Relations and Community: A Reconstructed Theory

Business & Money

Kruckeberg, Dean

Starck, Kenneth

Marketing & Sales

Praeger

Transparency, Public Relations and the Mass Media (Routledge Focus on Public Relations)

Tsetsura, Katerina

Business Culture

Routledge

This book is about media transparency and good-faith attempts of honesty by both the sources and the gate-keepers of news and other information that the mass media present as being unbiased. Specifically, this book provides a theoretical framework for understanding media transparency and its antithesis--media opacity--by analyzing extensive empirical data that the authors have collected from more than 60 countries throughout the world. The practice of purposeful media opacity, which exists to greater or lesser extents worldwide, is a powerful hidden influencer of the ostensibly impartial media gate-keepers whose publicly perceived role is to present news and other information based on these gate-keepers’ perception of this information’s truthfulness. Empirical data that the authors have collected globally illustrate the extent of media opacity practices worldwide and note its pervasiveness in specific regions and countries. The authors examine, from multiple perspectives, the complex question of whether media opacity should be categorically condemned as being universally inappropriate and unethical or whether it should be accepted―or at least tolerated―in some situations and environments.

Transparency, Public Relations and the Mass Media: Combating the Hidden Influences in News Coverage Worldwide (Routledge Focus on Public Relations)

Ideal for the beginning student or the experience public relations practitioner, THIS IS PR: THE REALITIES OF PUBLIC RELATIONS covers the world of public relations through a strong emphasis on the fundamentals, such as history and research, as well as emerging issues, such as technology, ethics, and the international aspects of public relations. With numerous examples, strategies, tactics and case studies, you'll have resources you can take away from the classroom.

This is PR: The Realities of Public Relations (Thomson Advantage Books)

Newsom, Doug

Turk, Judy

Industries

Wadsworth Publishing

This text is intended for the introductory public relations course, which may be titled Introduction to Public Relations or Public Relations Principles. It is often taken as the initial course in a public relations sequence in a School of Journalism or Communication Department.

Cengage Advantage Books: This is PR: The Realities of Public Relations

This text, the most comprehensive in the field, presents the overall view that through professional research, application or theory and appropriate ethical practice, public relations is an essential management function and social force. Following an overview and definition of public relations (discussing its various functions), its history and future trends, subsequent chapters cover research, theory, ethics, and law, as well as tactics and channels, campaigns and cases.

This is PR: The Realities of Public Relations

This authoritative text introduces students to the world of public relations with a strong emphasis on the fundamentals (such as history and research), as well as the emerging issues (such as technology, ethics, and the international aspects of public relations).

This authoritative text was written to provide information and guidance that will be useful to the experienced practitioner as well as to the beginning student. Students are introduced to the world of public relations through a strong emphasis on public relations fundamentals, such as history and research, as well as emerging issues, such as technology, ethics, and the international aspects of public relations. With numerous examples, strategies, tactics and case studies, students are sure to engaged and prepared!

Artificial Intelligence, Strategic Communicators and Activism (Global PR Insights)

Vujnovic, Marina

Swiatek, Lukasz

Galloway, Chris

See the best price to sell, buy, or rent books by Kruckeberg, Dean. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Kruckeberg, Dean

See the best price to sell, buy, or rent books by Kruckeberg, Dean. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Public Relations and Community: A Reconstructed Theory

Transparency, Public Relations and the Mass Media (Routledge Focus on Public Relations)

Transparency, Public Relations and the Mass Media: Combating the Hidden Influences in News Coverage Worldwide (Routledge Focus on Public Relations)

This is PR: The Realities of Public Relations (Thomson Advantage Books)

Cengage Advantage Books: This is PR: The Realities of Public Relations

This is PR: The Realities of Public Relations

This is PR: The Realities of Public Relations

This is PR: The Realities of Public Relations

Artificial Intelligence, Strategic Communicators and Activism (Global PR Insights)

Artificial Intelligence, Strategic Communicators and Activism (Global PR Insights)