Gordon, Averill Elizabeth <br/><br/>
Public relations 
Averill Elizabeth Gordon 
 - Oxford :  Oxford University Press,  c2011. 
 - xxi, 400 p. :  col. ill. ;  25 cm. 
<br/><br/>Includes bibliographical references and index 
<br/><br/>PART A: THE PR FRAMEWORK ; 1. The evolution of public relations ; 2. Public opinion and communication models ; 3. Media theory and news ; PART B: DEVELOPING A PR CAMPAIGN ; 4. Intelligence gathering ; 5. Publics ; 6. Goals, objectives and strategy ; 7. Implementation and budgeting ; 8. Evaluation ; 9. PR communications for business ; PART C: THE BROADER CONTEXT ; 10. Issues and crisis management ; 11. Ethics, legalities and corporate responsibility ; 12. Online public relations ; 13. Public relations trends 
<br/><br/> This introduction to PR relates fundamental theory to real-world practice through case studies, PR tools and interviews with practitioners. The chapter structure uses bite-sized chunks of content to help organize learning. The fresh approach and lively writing style provide an accessible text perfect for students new to the subject area 
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<br/><br/><label>ISBN: </label>9780199565740 0199565740 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Public relations<br/>Communications theories<br/>Corporate responsibility
<br/><br/><label>Dewey Class. No.: </label>659.2