- Subject index
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.
Section 1: Defining the Discipline
Two-Way Symmetrical Public Relations: Past, Present, and Future
Before the 1970s, public relations scholars seldom, if ever, tried to explain the behavior of public relations practitioners. Until that time, scholars typically accepted the behavior of practitioners as given and looked for ways in which to ...