Publisher's Synopsis
The fifth edition continues to study examples of public relations by following the author's philosophy that great PR comes from interactive participation among sources and receivers of information. The text helps students to evaluate case studies and understand why select cases had the effect they did.;Part One of this text begins with an overview of the public relations process and introduces the interactive ROPE model (Research, Objectives, Programming, Evaluation) to organize PR programs. Part Two is organized around audience-centered forms of PR, while Part Three deals with emergency public relations. Chapters in Parts Two and Three begin with an overview and then exhibit Silver Anvil Award cases from planning through execution and evaluation, as well as some examples of failed PR campaigns. The appendices consist of exercises and case problems for each of the PR forms presented and contain the PRSA Code of Professional Standards.
