Handbook of Public Relations [Paperback]

The Handbook of Public Relations offers a comprehensive and detailed examination of the field. It gives scholars, practitioners, and students a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationship between organizations, markets, audiences, and publics.

The Handbook of Public Relations offers a comprehensive and detailed examination of the field. It gives scholars, practitioners, and students a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationship between organizations, markets, audiences, and publics.

This handbook provides a comprehensive examination and review of the theory, academic research, and professional practices of the public relations discipline. Ninety leading scholars and practitioners from around the world provide insights into the historical and changing role of public relations in building relationships with organizations, markets, audiences, and publics . . . . The extensive bibliography includes more than 2000 references, some multidisciplinary, which serve to enhance understanding of public relations. The detailed index is user friendly. A must for academic collections serving scholars, practitioners and students, upper-level undergraduate and graduate

PART ONE: DEFINING THE DISCIPLINE
Introduction - Robert L Heath
Shifting Foundations: Public Relations as Relationship Building
Two-Way Symmetrical Public Relations: - James E Grunig
Past, Present and Future
A Rhetorical Enactment Rationale for Public Relations - Robert L Heath
The Good Organization Communicating Well
Public Relations and Community - Kenneth Starck and Dean Kruckeberg
A Reconstructed Theory Revisited
Cultural Topoi - Greg LeilS+