Public Relations Information Center: New to this Edition


		New to this Edition Feature Summary Table of Contents About the Authors Book Preface Sample Chapter Supplements



	Student Edition
	Instructor Edition

Public Relations: The Profession and the Practice, 2/e

Dan Lattimore, University of Memphis
Otis Baskin, Pepperdine University
Suzette Heiman, University of Missouri, Columbia
Elizabeth Toth, University of Maryland, College Park

ISBN: 0073511862
Copyright year: 2007

New to this Edition

Ch 3: A Theoretical Basis for Public Relations. Persuasion and social influence theories are illustrated through a new mini-case on Diamler Chrysler’s StreetWise computer game. The chapter also links the new mixed motive model of public relations with strategies of conflict resolution.
Ch 4: Law and Ethics. Considers the developing legal consideration of the Internet in depth. It also has a new focus on financial law with application to the Martha Stewart case. Sarbanes-Oxley and the Patriot Act are also introduced in this chapter.
Ch 8: Evaluating Public Relations Effectiveness. New evaluation software, an examination of Ketchum’s Extranet efforts, and additional measurement strategies are included in this chapter.
Ch 9: Media Relations. A spotlight on blogging (the art of web conversation) and a case study on Katrina response by United Way highlight the additions to this chapter, along with increased emphasis on the role of new technologies in media relations.
Ch 10: Employee Communications. This chapter considers the new labor force of the 21st century and its influence on employee communication. It presents the use of Blogs as an employee communication tool. The chapter has a new case on maintaining employee relationships during a tragedy.
Ch 11: Community Relations. Provides new information about two areas of increasing importance in community relations: cause marketing and community activism. Two new cases highlight additions to this chapter.
Ch 12: Marketing and Consumer Relations. Expanded discussion of how public relations works with marketing to achieve results. There is also an enhanced section on integrating public relations disciplines with technology. Section on how companies respond to consumer complaints has been expanded. New mini-case: Kleenex Moments and New end-of-chapter case study:Best Buy's Operation Geek Squad.
Ch 13: Financial Relations. New to this chapter is the World Com case along with discussion of such influences on investor relations as the Sarbanes-Oxley act.
Ch 14: Public Affairs: Relations with Government. A new case involving payment of a journalist to air comments supportive of the No Child Left Behind Act is presented.
Ch 16: Corporate Public Relations. The role of the CEO in corporate public relations has been expanded, citing recent scandals including Enron, World Com, Halliburton and Arthur Anderson. A new section on technology and corporate public relations discusses two new channels of communication: corporate blogs and RSS feeds. New mini-case on brand vision for Greyhound and new spot light: 10 of the best practices for global communications.
Two new appendices have been added?one with tips for writing and the other with tips for effective oral presentations.
Student DVD-ROM offers students a variety of resources and activities. These are integrated with the text through the use of DVD icons, in the end-of-chapter material, that notify students which DVD tool to use. They include:

Video: The video includes clips of 15 interviews with public relations practitioners including Harold Burson, John Graham, and Cheryl Proctor-Rogers.
Self Quizzes: Students can assess their comprehension of the chapter concepts by taking practice tests that provide feedback for each answer.

Online Learning Center: www.mhhe.com.lattimore2 provides resources for students and instructors and includes power point slides, downloadable supplements, interactive test questions and glossary crossword puzzles. Icons in the text direct students to relevant resources on this website.
In Chapter 15 there is an updated mini-case study: Lutheran Services in America evaluates the challenges of crating a recognized national identity. New end-of-chapter study: NRANews.com, a case study in "branded news."

To obtain an instructor login for this Online Learning Center, ask your local sales representative. If you're an instructor thinking about adopting this textbook, request a free copy for review.