简介
The student edition of PUBLICS: Public Relations Research Software, developed by Glen T. Cameron of the Henry Grady College of Journalism and Mass Communication at the University of Georgia, and Tim Herzog of Two Bits Worth, Inc., is a stand-alone software program designed to help you demystify the public relations research process. Focusing on survey design and analysis, this program can assist you in your coursework as well as your future work in the public relations field! The Student Edition, available for DOS and Macintosh platforms, is accompanied by an instructional pamphlet.
目录
Table Of Contents:
Contents in Detail vii(8)
Preface xv(7)
In Memoriam xxii(1)
Edward L. Bernays
Note to Students xxiii
Part 1 ROLE 1(118)
Chapter 1 What Is Public Relations? 2(22)
Chapter 2 The Evolution of Public Relations 24(30)
Chapter 3 Ethics and Professionalism 54(24)
Chapter 4 The Individual in Public Relations 78(17)
Chapter 5 Public Relations Departments and Firms 95(24)
Part 2 PROCESS 119(88)
Chapter 6 Research 120(20)
Chapter 7 Program Planning 140(21)
Chapter 8 Communication 161(31)
Chapter 9 Evaluation 192(15)
Part 3 STRATEGY 207(84)
Chapter 10 Public Opinion and Persuasion 208(26)
Chapter 11 The Audience and How to Reach It 234(30)
Chapter 12 Public Relations and the Law 264(27)
Part 4 APPLICATION 291(160)
Chapter 13 Corporations 292(29)
Chapter 14 Politics and Government 321(25)
Chapter 15 International Public Relations 346(25)
Chapter 16 Membership Organizations 371(15)
Chapter 17 Social, Cultural, and Health Agencies 386(26)
Chapter 18 Education 412(17)
Chapter 19 Entertainment, Sports, and Travel 429(22)
Part 5 TACTICS 451(98)
Chapter 20 The Internet and Other New Technologies 452(19)
Chapter 21 Written Tactics 471(25)
Chapter 22 Spoken Tactics 496(31)
Chapter 23 Visual Tactics 527(22)
A Public Relations Glossary 549(6)
Bibliography 555(12)
Photo Acknowledgments 567(2)
Index 569
Contents in Detail vii(8)
Preface xv(7)
In Memoriam xxii(1)
Edward L. Bernays
Note to Students xxiii
Part 1 ROLE 1(118)
Chapter 1 What Is Public Relations? 2(22)
Chapter 2 The Evolution of Public Relations 24(30)
Chapter 3 Ethics and Professionalism 54(24)
Chapter 4 The Individual in Public Relations 78(17)
Chapter 5 Public Relations Departments and Firms 95(24)
Part 2 PROCESS 119(88)
Chapter 6 Research 120(20)
Chapter 7 Program Planning 140(21)
Chapter 8 Communication 161(31)
Chapter 9 Evaluation 192(15)
Part 3 STRATEGY 207(84)
Chapter 10 Public Opinion and Persuasion 208(26)
Chapter 11 The Audience and How to Reach It 234(30)
Chapter 12 Public Relations and the Law 264(27)
Part 4 APPLICATION 291(160)
Chapter 13 Corporations 292(29)
Chapter 14 Politics and Government 321(25)
Chapter 15 International Public Relations 346(25)
Chapter 16 Membership Organizations 371(15)
Chapter 17 Social, Cultural, and Health Agencies 386(26)
Chapter 18 Education 412(17)
Chapter 19 Entertainment, Sports, and Travel 429(22)
Part 5 TACTICS 451(98)
Chapter 20 The Internet and Other New Technologies 452(19)
Chapter 21 Written Tactics 471(25)
Chapter 22 Spoken Tactics 496(31)
Chapter 23 Visual Tactics 527(22)
A Public Relations Glossary 549(6)
Bibliography 555(12)
Photo Acknowledgments 567(2)
Index 569
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