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.
Chapter 14: Building a Career
Building a Career
- Vignette: Personal Planning for a Public Relations Career
- Job or Career?
- “I Want to Practice Public Relations”
- Acquiring, Demonstrating, and Refining Qualities, Knowledge, and Skills
- Contexts of Public Relations Practice: Many Types of Relationships
- Professional Reflection: From Student Leader to Young Professional
- Further Exploration
Vignette: Personal Planning for a Public Relations Career
Let's imagine the following scenario, which happens each day and every year across the country in programs that teach public relations. Two public relations students, Linda and Carol, attend the same school and earn the ...