The Practice of Public Relations [RENTAL EDITION]

"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 intensely practical--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"