• Summary
  • Contents
  • Subject index

Today's Public Relations: An Introduction is a comprehensive text that features all aspects of public relations with specific sensitivity to the message strategies that challenge practitioners to be successful, yet ethical. In this book, authors Robert L. Heath and W. Timothy Coombs redefine the teaching of public relations by discussing its connection to mass communication while linking it to its rhetorical heritage. The text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion and publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success.

Selecting Media, Technologies, and Communication Tools
Selecting media, technologies, and communication tools
Vignette: “Favorite University”: Using Many Tools to Build Academic Relationships

Previous chapters have introduced their specific topics by featuring a carefully selected, actual vignette. This chapter takes a different tactic. To feature the discussion of media types and tools that practitioners use, this chapter asks you to consider one of the most available examples: your college or university. These organizations strive to create, maintain, and restore strategic relationships. Think of “Favorite University,” a fictional college or ...

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