by Scott M. Cutlip, Allen H. Center, Glen M. Broom
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Product Description
Effective Public Relations presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices. This “bible” of the public relations field continues in its role as the single most authoritative and complete reference for public relations professionals. Still the most comprehensive and authoritative introductory book, continuing its long-standing tradition as the most-cited reference book. Often referred to as the “bible of public relations,” the new edition covers the many aspects of public relations theory and practice in a variety of settings. This text also serves as the basic reference for accreditation programs worldwide. Updates examples, sources, and references to provide readers with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field. The new edition offers an up-to-date synthesis and interpretation of the scholarly and professional literature. Expands discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions, clarifying the unique and essential role of the public relations management function in organizations. An excellent, essential desk reference for those in the practice.
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Average Customer Review:
0 of 0 people found the following review helpful:
 Effective Public Relations textbook review, 2007-01-11
This is a very good text for an overview of public relations, and is one recommended by PRSA as a text which covers all of the areas on its APR exam. The divisions within each chapter (subheads, etc. which are in blue) provide for more ease of reading.
1 of 2 people found the following review helpful:
Good Information For PR People, 2007-01-04
The book has a great compilation of areas related to public relations. If you're new to the industry or are working in the industry and want to get some history, facts, and how to prepare a PR plan, get yourself the book.
10 of 17 people found the following review helpful:
 From a student's perspective..., 2004-03-05
Last year, I took an intro to PR class to see if I'd like it. I loved the class, but our text, Effective Public Relations, was another story. As a college student, I read a lot of textbooks. This one certainly is as they claim: a PR bible, full of essential PR knowledge. But dang if it wasn't the most stimulating, interesting read since late night phonebook reading. Even compared to other textbooks, it was a chore to read.
11 of 14 people found the following review helpful:
Thorough Public Relations Intro, 2002-08-20
I must concede to being a fan of Cutlip's and Broom's work. I was deeply interested to see what they would update and change in this seminal work from their previous edition, most notably anything in the area of extremely cost effective public relations, especially as clients are demanding more and better public relations counsel for less money. While the 8th edition does not disappoint, nor does it rise above all expectations. For one who is a neophyte in the area, then I strongly suggest this work, as it provides one of the most comprehensive overviews of our industry that I have ever seen. For myself, I felt the book needed more coverage in the cost effective area. I found that coverage in Michael Levine's Guerrilla PR: Wired, which addresses the burgeoning need of attaining strong coverage without blowing the budget. Overall then, while I recommend this book, I cannot do so without some reservations. Nonetheless, I look forward to reading the 9th Edition.
4 of 12 people found the following review helpful:
Eat, Drink and Sleep P.R., 2002-07-29
Read this hand in hand with Michael Levine's "Guerrilla P.R." and "Guerrilla P.R. Wired", and you will even start to dream like a P.R professional!
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