• 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.

History of Public Relationships
History of public relationships
Vignette: Edward Bernays Promotes Lucky Strike Cigarettes

Edward Bernays called himself the “father of public relations.” He wrote the first book on public relations, taught the first academic course in public relations, and was an expert at promotion—including self-promotion. In the late 1920s, he exploited principles of psychology and survey research to refine his practice. His interest in psychology may have come from the influence of his double-uncle, the famous Sigmund Freud, a pioneer in psychology.

Edward Bernays ...

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