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Cases in Public Relations Management
by Patricia Swann (Paperback - Feb 13, 2007). McGraw-Hill Humanities/Social Sciences/Languages; 1 edition (February 13, 2007).
Most case study textbooks deconstruct prize-winning campaigns that show one path to meeting a challenge or an opportunity. Cases in Public Relations Management uses recent cases with outcomes that weren’t always successful and challenges students to think analytically, strategically and practically. Each case is designed to encourage discussion, debate and exploration of the options available to the strategic public relations manager today. Information 

Developing the Public Relations Campaign: A Team-Based Approach (2nd Edition) by Randy Bobbitt and Ruth Sullivan (Paperback - Jul 13, 2008). Allyn & Bacon; 2 edition (July 13, 2008).
Developing the Public Relations Campaign takes you step-by-step through the process of developing a successful public relations campaign. This text is designed for courses that use a team project approach rather than a traditional lecture/note-taking model. This text introduces a three-step process of planning, implementation, and evaluation that accurately describes the campaign development process used in the real world. Practical exercises and case studies in every chapter guide you through the development of your own public relations campaigns. Information  

Effective Public Relations (9th Edition) (Effective Public Relations) (Paperback) by Scott M. Cutlip, Allen H. Center and Glen M. Broom. Prentice Hall; 9 edition (July 25, 2005).
This "bible" of the public relations field continues in its role as the single most authoritative and comprehensive text/reference for serious students of public relations. This revision provides a comprehensive introduction to the theory and practice of public relations. Rather than simply describing the practice, the text gives students a conceptual framework for understanding the concepts, origins, principles, and theories underpinning this emerging professional practice. Information  

Encyclopedia of Public Relations by Robert Lawrence Heath (Hardcover - Oct 12, 2004). Sage Publications, Inc; 1 edition (October 12, 2004).
Some may view public relations as the manipulation of public opinion, while others see it as the conduit for successful communication between organizations and their clients. Regardless of one's opinion, the Encyclopedia of Public Relations provides the facts, opinions, and data for a thoughtful analysis of the profession. According to the editor, "this work intends to provide an honest but positively biased treatment of public relations." And so it does. Information  

Ethics in Public Relations: Responsible Advocacy by Kathy R. Fitzpatrick and Carolyn Bronstein (Hardcover - May 12, 2006). Sage Publications, Inc (May 12, 2006).
Ethics in Public Relations: Responsible Advocacy is the first book to identify universal principles of responsible advocacy in public relations. In this engaging book, editors Kathy Fitzpatrick and Carolyn Bronstein bring together prominent authorities in the field to address theoretic and practical issues that illustrate the broad scope and complexity of responsible advocacy in 21st-century public relations. The collection explores such matters as the fragile line between ethical and legal public relations practices, ethical challenges in building relationships with increasingly diverse publics, the requirements of ethical advocacy online, ethical accountability in organizational settings, the special ethical obligations of nonprofit groups, and ethical mandates in cross-border public relations. Information  

Exploring Public Relations by Ralph Tench and Liz Yeomans (Paperback - May 28, 2006). Prentice Hall; 1 edition (May 28, 2006).
Exploring Public Relations is the definitive academic text on public relations. Guiding you through the subject, it builds your knowledge and understanding with a practical, no-nonsense approach. Information 

International and Intercultural Public Relations: A Campaign Case Approach by Michael Parkinson and Daradirek "Gee" Ekachai (Hardcover - Jul 2, 2005). Allyn & Bacon (July 2, 2005).
International and Intercultural Public Relations provides a format for analyzing public relations campaigns and then applies it in 19 case studies written by public relations scholars. This text uses both the case method and an analysis of public relations campaigns to help students learn to apply concepts of planning, research, and international or intercultural communication to the field of public relations. It is appropriate for general public relations campaigns courses as well as those specifically focused on intercultural or international public relations. Information  

New Media and Public Relations by Sandra C. Duhe (Hardcover - Dec 30, 2007). Peter Lang Publishing (December 30, 2007).
From Web sites to wikis, from podcasts to blogs, Internet-based communication technologies are changing the way today’s public relations campaigns are conceived and carried out. New Media and Public Relations charts this exciting new territory with real-life case studies that explore some of the ways new media practices challenge and expand conventional thinking in public relations. This comprehensive new volume charts the leading edge of public relations research, drawing on insights from both scholars and practitioners to question outdated models, discuss emerging trends, and provide numerous examples of how organizations navigate the uncertainties of building mediated relationships. Global in scope and exploratory in nature, New Media and Public Relations is an indispensable reference for contemporary research and practice in the field, and essential reading for undergraduate and graduate students in public relations and mediated communication. Information  

Practice of Public Relations, The (10th Edition) (Paperback) by Fraser P. Seitel. Prentice Hall; 10 edition (August 6, 2006).
Long admired as the “practitioners” Public Relations text, Seitel's The Practice of Public Relations continues its tradition as the most visual, up-to-date and straightforward principles text available. For the aspiring student of public relations to the veteran professional seeking a refresher, Seitel's text leads the reader thru the evolution of the practice, the preparation and process necessary to reach a variety of “publics” and most importantly how to implement actual PR practice. Drawing on his own vast professional experience, his role as a PR commentator on major U.S television networks such as CNN, ABC and FOX, and his network of industry leaders, Public Relations faculty and generations of PR professionals, Seitel presents the industry with dynamism and relevancy.  Information 

Public Relations: A Values-Driven Approach (4th Edition) by David W. Guth and Charles Marsh (Paperback - Feb 2, 2008). Allyn & Bacon; 4 edition (February 2, 2008).
This text provides an introduction to the dynamic, growing, and honorable profession of public relations as it relates to a broader social context. Grounded in public relations theory and traditions, this fourth edition continues to appealto students through lively anecdotes, an informal writing style, and a very reasonable price. Information  

Public Relations: Strategies and Tactics (9th Edition) by Dennis L. Wilcox and Glen T. Cameron (Hardcover - Feb 16, 2008). Allyn & Bacon; 9 edition (February 16, 2008).
Grounded in scholarship, this ninth edition includes landmark case studies to help students relate relevant public relations theory to the actual practice of public relations. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages students to think about creative uses of new media. Information  

Public Relations Cases by Jerry A. Hendrix and Darrell C. Hayes (Paperback - May 3, 2006). Wadsworth Publishing; 7 edition (May 3, 2006).
Primarily using Public Relations Society of America award-winning cases, PUBLIC RELATIONS CASES presents a clear theoretical grounding in the major areas of public relations. Using the ROPE process model (research, objectives, programming, and evaluation), the authors keep students focused on the strategic elements of exemplary communications campaigns. The case studies provide glimpses into best practices for public relations campaigns as recognized by professionals in the field. The cases all use a strategic communications model where clearly defined objectives are based on sound research and good audience analysis, followed by creative tactics that are evaluated for their effectiveness. Information 

Public Relations Practices: Managerial Case Studies and Problems (7th Edition) by Allen H. Center, Patrick Jackson, Stacey Smith, and Frank Stansberry (Paperback - Nov 19, 2007). Prentice Hall; 7 edition (November 19, 2007).
Written by two of the most respected and honored individuals in the field, this definitive casebook of actual real-life public relations situations serves as a reference and guidebook for helping public relations professionals apply effective, cutting-edge public relations theories, principles, and practices to a wide variety of situations --involving all types and sizes of organizations. Information 

Public Relations Today: Managing Competition and Conflict by Glen T. Cameron, Dennis L. Wilcox, Bryan H. Reber, and Jae-Hwa Shin (Paperback - Oct 4, 2007). Allyn & Bacon; 1 edition (October 4, 2007).
This text takes a brief, problem-solving approach, combining the insights of public relations experts Glen Cameron and Dennis Wilcox with the fresh voices of two of the fastest rising stars of public relations education, Bryan Reber and Jae-Hwa Shin. Information  

Public Relations Writing: Form & Style (with Errata Sheet) by Doug Newsom and Jim Haynes (Paperback - Sep 4, 2007). Wadsworth Publishing; 8 edition (September 4, 2007).
PUBLIC RELATIONS WRITING: FORM AND STYLE combines the practical approach of a trade book with the fundamental principles and theories of Public Relations to provide you with the essential techniques and methods needed to write with understanding and purpose. This text guides you through a logical progression of PR writing, starting with an explanation of how this kind of writing is unique and by exploring the legal and ethical obligations. The writing principles section, which covers both style and techniques, is followed by Public Relations writing assignments that you'll likely have to do in your early jobs: emails, memos, letters, reports and proposals, backgrounders and position papers. Writing for mass media and the more complex public relations writing functions, including media kits, media pitches, print and online newsletters, brochures, magazines, including those online, and annual reports are also covered in this comprehensive guide. Information  

Public Relations Writing and Media Techniques (5th Edition) by Dennis L. Wilcox (Paperback - Aug 21, 2004). Allyn & Bacon; 5 edition (August 21, 2004).
This engaging and highly effective guide is one of the most comprehensive and up-to-date PR writing books available. This book thoroughly integrates new communication technologies-the Internet, World Wide Web, Webcasting, etc.-and shows the many techniques on the horizon and currently in use to reach a variety of audiences. An abundance of real-world examples and illustrations showcase outstanding work by public relations professionals and provide models for readers. Clearly-written and well-organized, this book places emphasis on the "nuts and bolts" of daily work in public relations, providing step-by-step procedures for creating and distributing a variety of successful public relations materials. For public relations writers learning or honing their trade, and people with an interest in public relations.  Information 


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