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Coverage of global markets, new technologies, and multiculturalism throughout make this dynamic text the cutting-edge choice for public relations courses. Accompanied by unique, free online video interviews of leaders in the public relations field, the text presents and explains in a personal, jargon-free style the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field.
Critical changes in society and technology lend importance to the increasing emphasis in the management function of public relations. While traditional media is still the foundation of public communication, the new social media now provides a much more personal and interactive form of public relations. This book thus provides the user with the ability to create effective messages using both the new social media as well as traditional media.
- Sales Rank: #510086 in Books
- Published on: 2008-11-18
- Original language: English
- Number of items: 1
- Dimensions: 9.90" h x .70" w x 8.00" l, 1.75 pounds
- Binding: Paperback
- 456 pages
About the Author
Dan Lattimore, Ph.D. is Vice Provost for Extended Programs and Dean of University College at the University of Memphis. He is also professor of Journalism. His undergraduate degree in journalism and economics is from Texas Christian University. He holds masters degrees from TCU in economics and Southwestern Baptist Seminary in education administration and his doctorate in mass communication is from the University of Wisconsin. He is the author of five books including Public Relations: The Profession and Practice, 5th Edition, published by McGraw Hill, and The Broadcast News Process 7th Edition, published by Morton Publishing Co. He is an accredited member of the Public Relations Society of America and is past chair (twice) of the Education Affairs Committee for PRSA. He is a past president of the PRSA Educators Academy and past president of the Memphis Chapter of Public Relations Society of America. Dr. Lattimore was vice president of the Accrediting Council for Journalism and Mass Communication for 6 years and rotated off the Council after 12 years on the Council last May. He is a member of the Commission for Public Relations Education. Among his professional work was 10 years as communication director for several USAID projects throughout the world where he produced numerous films and videos. He was acting director for a $20 million USAID project with Colorado State University, Utah State University and Cornell University for one year and associate director for the Colorado State project for three years. He was also communications director for the Minnesota-Wisconsin Baptist Fellowship for two years. He is the chair of the Curriculum Committee for the Regents Online Degree Programs for the Tennessee Board of Regents. He also developed the first online masters program in journalism in the country in 1995.
Most helpful customer reviews
4 of 5 people found the following review helpful.
Public relation is more than damage control..
By Donald Hsu
Starting with the nature, history, and a theoretical basis of public relations, the book covers law ethics, research, strategic planning, action communication, evaluating effectiveness, media and community, consumer marketing, investor relations, corporate, government and nonprofit sector, and crisis management.
The book has 17 mini cases, and is concise with less than 400 pages. It was used as a college textbook. Nowadays, the Business School offers this course just like the School of Journalism. The difference is the Business School addresses Public Relations from the company standpoint. It is a practical approach.
This book will be better if in-depth case studies are included. Then I can use it for the MBA level in the Business School.
2 of 3 people found the following review helpful.
Boring typical academic book
By Truth Seeker
I bought this book for an online PR 1 class in Spring 2009. I felt like I wasn't learning anything so I dropped the class and the following semester took it in an actual class with a different teacher and different book and it was mush better, to the point where I now want to have a career in PR because of the new book and professor. I thought PR was such a boring topic with this book but the other PR book (author Fraser Seitel) in the new class was so much more interesting. I am gonna sell this book back on Amazon!!
0 of 0 people found the following review helpful.
Serves its purpose
By Joslin
This textbook serves the purpose of giving BASIC knowledge and practice about the Public Relations field. The practice situations and examples provided give the beginning PR student a broad knowledge of what is going on in the field. The organization of the book was probably the best trait it had, as it is organized in TYPES of PR (sports, non-profit, disaster, etc) and gave examples of what to do in the situations provided.
Overall, it is a good book for a good price. Every PR student should pick this one up!
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