Advanced embedding details, examples, and help! The first edition of Scott M. Cutlip and Allen H. Center's revolutionary book in made public relations an acceptable subject of academic study. This updated ninth edition continues the trend of excellence and will introduce yet another generation of practitioners worldwide to this important profession of Public Relations. There are no reviews yet. Be the first one to write a review. This ninth edition continues almost six decades of defining public relations as a profession, schooling its practitioners, and serving as a reference for those in the calling worldwide.
The role and function of EPR has changed however. No longer can it serve as the comprehensive encyclopedia of public relations—the body of knowledge has outgrown the bounds of a single book. No longer is it the only credible academic textbook or professional reference. Public relations education and professional preparation have progressed beyond the limits of a single book or course. All the same, EPR is the basic reference for the field worldwide.
It is the book used by those preparing for accreditation exams, it is the book most frequently cited in public relations literature, and it has been translated for study in Chinese, Italian, Korean, Latvian, Russian, and Spanish. Cutlip Allen H. First, you will learn basic concepts necessary to understand what public relations is and how it is practiced in various settings.
Second, you will learn the concepts, theory, principles, and processes that guide the practice. Other public relations books and courses cover writing techniques and case studies. Third, you will learn updated information and examples to help you understand contemporary public relations practice.
To help facilitate this learning process, each chapter begins with a study guide that outlines specific learning objectives to help you study and master the material. Part I describes the field and defines basic concepts; it also describes what practitioners do and where they work, and identifies historical leaders and traces the origins of current practice.
Part II introduces the principles and theory that underpin and guide the practice, including the professional, ethical, legal, and internal and external contexts, and media and media relations. Within a systems theory framework, chapters also present communication and public opinion theory essential to understanding the function of public relations.
Part IV gives context to the practice by illustrating what public relations does and how it functions in business and industry; government, military, and politics; nonprofit organizations, trade associations and professional societies, and other nongovernmental organizations. In short, the book covers much about the theory and practice of public relations.
EPR does not trivialize public relations by presenting brief, oversimplified case studies. Rather, EPR gives you a foundation for subsequent courses and books devoted to implementing public relations programs and developing program tactics. You should be wary of how-I-saved-the-day books that claim to show how to succeed in public relations without first providing a foundation based on the body of knowledge.
More colleagues than I can name here provided valuable reactions and useful suggestions on drafts of chapters. They will recognize how their feedback changed and improved the book. Others either responded to my requests for help or through their own publications made significant contributions to this edition.
At the risk of offending those not named, the following deserve special mention: James E. Grunig, Ph. Hiebert, Ph. Toth, Ph. Among colleagues also deserving credit here are the many authors of other textbooks who keep raising the standards of excellence in books serving our common interest in public relations.
Former and current students form a pipeline of new information and examples, for which I am grateful and in their debt. Navy, Washington, D. In addition, students in my classes suggested changes that made their way into the ninth edition. I want to thank them all and hope that you will be as generous with your feedback and suggestions. Likewise, I cannot list all the colleagues in education and the practice who contributed to this edition. I pretested many of the ideas on them in presentations, in discussions or debates, and over extended lunches and dinners.
Several responded to my requests for help or served unwittingly as helpful critics. View larger. Request a copy. Download instructor resources. Alternative formats. In the new edition, Glen Broom continues the work of Cutlip and Center by providing the most up-to-date reference for students.
Divided into 4 parts-- Each part builds on the previous giving students a strong base of knowledge for their subsequent courses. NEW title now includes the names of Cutlip and Center in honor of their contribution to the field. Beginning with the first edition in , Effective Public Relations EPR has introduced the theory and principles of public relations, schooled its practitioners, and served as a reference for those in the calling worldwide.
Scott M. Cutlip and Allen H. Center created the book that made public relations education an academic area of study on university and college campuses, and gave the practice a foundation of knowledge and principles. Many of their ideas and ambitions in the early editions still serve as beacons leading public relations education and practice. Public relations education and professional practice now extend well beyond the limits of a single book or course, yet EPR remains the basic reference for the field worldwide.
It is the book most frequently used by those preparing for accreditation exams, most frequently cited in public relations literature, most widely used worldwide in English, and most translated for study in China, Japan, Russia, Korea Spain, Bulgaria, Italy, and Latvia. NEW Overhaul of the history chapter Chapter 4 shows students how the field has developed.
Thirteen new illustrations add interest to and augment the discussion of historical leaders and events. Pearson offers special pricing when you package your text with other student resources.
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