Broom G.M., Sha B.-L. Cutlip and Center's Effective Public Relations

11th Edition. — Pearson, 2013. — 450 p. — ISBN: 978-0-273-76839-5.International Edition. For courses in Introductory Public Relations. Cutlip & Center offers students the gold standard in public relations, providing the most up-to-date reference in the market.
Beginning with the first edition in 1952, Effective Public Relations (EPR) has introduced the theory and principles of public relations, schooled its practitioners, and served as a reference for those in the calling worldwide. This eleventh edition begins its seventh decade of advancing public relations toward professional status.
For many years, students and practitioners alike referred to the book simply as “Cutlip and Center,” using the original authors’ names instead of the actual title. Scott M. Cutlip and Allen H. Center created the book that made public relations education an academic area of study on university and college campuses. Many of their ideas and ambitions in the early editions still serve as beacons guiding public relations education and practice. EPR is known to many as “the bible of public relations.”
In the early years, EPR served as the comprehensive encyclopedia of public relations, but no longer is that its role. The body of knowledge that today underpins both public relations education and professional practice extends well beyond the limits of a single book or an introductory course. Yet EPR remains the basic reference for the field worldwide. It is the public relations book most frequently used by those preparing for accreditation examinations, most frequently cited in public relations literature, most widely used in English worldwide, and most-often translated into other languages.
What You will learn in EPR:
First, when you study this edition of EPR, you will learn basic concepts about what public relations is and is not and how it evolved to today’s practice. Second, you will learn the values, theories, principles, and management process that guide the practice. (Other public relations books and courses cover writing techniques and detailed management case studies. EPR does not.) Third, you will gain knowledge of updated information and examples to help you understand contemporary public relations practice in a variety of settings. Each chapter begins with a list of learning outcomes to help you focus your study and to master the material and ends with a list of study questions to help you determine if you achieved the intended outcomes.
We hope this book helps you prepare for the challenging and rewarding calling of building organization–public relationships. Best wishes for success in that mission.