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Cutlip — In memory of one of the pathfinders who gave the emerging profession of public relations both its intellectual foundation and its moral compass.
Department of State. Since the first edition was published in , Scott M. Cutlip and Allen H. Center have played leading roles in advancing public relations toward professional status. This ninth edition continues almost six decades of defining public relations as a profession, schooling its practitioners, and serving as a reference for those in the calling worldwide.
The role and function of EPR has changed however. No longer can it serve as the comprehensive encyclopedia of public relations—the body of knowledge has outgrown the bounds of a single book. No longer is it the only credible academic textbook or professional reference. Public relations education and professional preparation have progressed beyond the limits of a single book or course. All the same, EPR is the basic reference for the field worldwide. It is the book used by those preparing for accreditation exams, it is the book most frequently cited in public relations literature, and it has been translated for study in Chinese, Italian, Korean, Latvian, Russian, and Spanish.
Cutlip Allen H. First, you will learn basic concepts necessary to understand what public relations is and how it is practiced in various settings. Second, you will learn the concepts, theory, principles, and processes that guide the practice.
Other public relations books and courses cover writing techniques and case studies. Third, you will learn updated information and examples to help you understand contemporary public relations practice.
To help facilitate this learning process, each chapter begins with a study guide that outlines specific learning objectives to help you study and master the material. Part I describes the field and defines basic concepts; it also describes what practitioners do and where they work, and identifies historical leaders and traces the origins of current practice.
Part II introduces the principles and theory that underpin and guide the practice, including the professional, ethical, legal, and internal and external contexts, and media and media relations. Within a systems theory framework, chapters also present communication and public opinion theory essential to understanding the function of public relations. Part IV gives context to the practice by illustrating what public relations does and how it functions in business and industry; government, military, and politics; nonprofit organizations, trade associations and professional societies, and other nongovernmental organizations.
In short, the book covers much about the theory and practice of public relations. EPR does not trivialize public relations by presenting brief, oversimplified case studies. Rather, EPR gives you a foundation for subsequent courses and books devoted to implementing public relations programs and developing program tactics.
You should be wary of how-I-saved-the-day books that claim to show how to succeed in public relations without first providing a foundation based on the body of knowledge. More colleagues than I can name here provided valuable reactions and useful suggestions on drafts of chapters. They will recognize how their feedback changed and improved the book. Remember me on this computer. Enter the email address you signed up with and we'll email you a reset link.
Need an account? Click here to sign up. Download Free PDF. The media of mass communication American Communication Journal, Carmen Ren. A short summary of this paper. Download Download PDF. Translate PDF. This textbook features an attractive, magazine-like layout, with plenty of color photographs, sidebars, case studies, and marginalia scattered through the main content of the book.
The general organization of the book is to take a media industry approach in the beginning, then to flush out media messages and media issues in later chapters.
The updating of content from the eighth edition is more significant than any other prior update in the series, finally beginning to embrace decade-old industry changes brought about by digital convergence.
As a survey textbook for introductory mass communication courses, this book serves its basic purpose to expose students to the elementary knowledge of the field. However, based on my experience teaching from the Vivian textbook series, it seems unlikely that instructors can rely solely on this book for an entire term.
Theory is handled in earnest in the chapter on media effects, and to some degree in the ethics chapter, but the remainder of the book is a smooth narrative without even footnotes to direct readers to deeper reading.
Supplemental readings, particularly theory-rich readings, are necessary additions to this text, especially if a course using this text is expected to form a foundation for an eventual undergraduate major in mass communication.
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