Effective public relations

This textbook is written as the main text for introductory public relations courses and for standalone courses on PR theory and practice in communications and business programs. For more than fifty years, it has shaped how the field is defined and taught, and it has been used by practitioners as a reference. Scott M. Cutlip and Allen H. Center first published it in 1952, at a time when public relations was not yet accepted as a subject of academic study. The ninth edition updates the material for a new generation of students and professionals working in public relations around the world.