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Precision public relations

Author: Ray Eldon Hiebert
Publisher: New York : Longman, ©1988.
Series: Longman series in public communication.
Edition/Format:   Print book : EnglishView all editions and formats
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Genre/Form: Aufsatzsammlung
Additional Physical Format: Online version:
Precision public relations.
New York : Longman, ©1988
(OCoLC)899966905
Document Type: Book
All Authors / Contributors: Ray Eldon Hiebert
ISBN: 0801300452 9780801300455
OCLC Number: 16355407
Description: xi, 396 pages : illustrations ; 24 cm.
Contents: I. Defining public relations --
Building a public relations definition / Rex F. Harlow --
Social responsibility of business / Edward L. Bernays --
Public relations in the government / Scott M. Cutlip --
An insider's outside view of public relations / Bruce R. Barstow --
II. Influencing public opinion --
The nature of public opinion / James Bryce --
The nature of news / Walter Lippmann --
How public opinion is formed / Edward M. Block --
Winning public opinion / Philip Lesly --
III. Researching the problem --
Strength in numbers / Alyse Lynn Booth --
Corporate use of research in public relations / Otto Lerbinger --
How opinion surveys can help public relations strategy / Harry W. O'Neill --
Thinking psychographically / Ed Zotti --
Use of community case studies in opinion research / Walter K. Lindenmann --
Focus group research in a winning campaign / F. Michael Lorz --
The resurgence of qualitative research / Hy Mariampolski --
IV. Planning the process --
Planning / Quentin J. Heitpas --
Typical action blueprint for public relations activity / Edward L. Bernays --
Managing public relations by objectives / Norman R. Nager and T. Harrell Allen --
Logomotion: corporate identity and strategic planning / Mel Wathen --
V. Communicating the ideas --
The news release : an idea whose time has gone? / Bill L. Baxter --
Public relations' influence on the news / Judy VanSlyke Turk --
Anatomy of a broadcast / Gregory G. Graze --
Corporate rebuttals to 'Trial by television," / David E. Clavier and Frank B. Kalupa --
High-tech news / Richard Weiner --
VI. Evaluating the results --
Evaluating public relations / Rudolph Marzano --
Strategies for evaluating public relations / Keith R. Stamm --
The Armstrong/PR data measurement system / Robert K. Marker --
Testing the practitioner's impact on clients / Glen M. Broom and George D. Smith --
Measuring change after a public education campaign / Mark A. Larson and Karen L. Massetti-Miller --
VII. Looking to the future --
Public relations faces the 21st century / Merton Fiur --
The edge of the communications revolution / Chester Burger --
Managing the public relations firm in the 21st century / Daniel J. Edelman --
Tomorrow's public relations / Patrick Jackson.
Series Title: Longman series in public communication.
Responsibility: edited by Ray Eldon Hiebert.

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