• 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.

Taking Action: Strategic Messaging
Taking action: Strategic messaging
Vignette: How Many Chips?

Teachers look for innovative ways to teach children. One teacher liked to use real-life problems to help children learn to count. She wanted to make counting important to the students. This teaching technique created a rhetorical problem for Nabisco, which advertises that each 18-ounce bag of Chips Ahoy! contains at least 1,000 chocolate chips. The teacher challenged the children to count the chips in several bags. They did. The totals they counted ranged from 340 to 680—far below the advertised claim. The children were shocked. Is there ...

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