Description
New edition of a widely used text first published in 1980. Forty case studies address issues connected with Pepsi, Exxon, Tylenol and others. Includes sections on video, integrated marketing, and multi-cultural communications. Intended for university communications students. Annotation copyright Book News, Inc. Portland, Or.
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The sixth edition, now full-color and streamlined, is designed to carry public relations into the year 2000. It emphasizes the practical nature of public relations work. KEY TOPICS: Full chapters are now devoted to video, integrated marketing communications, and multi-cultural communications. Over half of the interviews with public relations professionals are new. New coverage ranges from Bill Clinton's use of communications to the escalating use of public relations overseas to the changing technological realm in which public relations must operate.
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