Product Details


Add to Lists

Please log in to begin using the favorites list feature

Public Relations: The Profession and the Practice | Edition: 4

Dan Lattimore, Otis Baskin, Suzette Heiman
Publication Date:
McGraw-Hill Higher Education
Estimated Student Price  (Savings based on Print, New)
  • Print, new: $178.25
  • Print, used: $133.70  (25% Savings)
  • Print, new rental: $121.20   (32% Savings)
  • Print, used rental: $83.80   (53% Savings)


Coverage of global markets, new technologies, multiculturalism, and the latest news about public relations in action make this dynamic text the cutting-edge choice for public relations courses. In a personal and jargon-free style, this text presents and explains the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field, with spotlights on people and issues of interest to students.


Dan Lattimore, Ph.D. is Vice Provost for Extended Programs and Dean of University College at the University of Memphis. He is also professor of Journalism. His undergraduate degree in journalism and economics is from Texas Christian University. He holds masters degrees from TCU in economics and Southwestern Baptist Seminary in education administration and his doctorate in mass communication is from the University of Wisconsin.
He is the author of five books including Public Relations: The Profession and Practice, 5th Edition, published by McGraw Hill, and The Broadcast News Process 7th Edition, published by Morton Publishing Co. He is an accredited member of the Public Relations Society of America and is past chair (twice) of the Education Affairs Committee for PRSA. He is a past president of the PRSA Educators Academy and past president of the Memphis Chapter of Public Relations Society of America.
Dr. Lattimore was vice president of the Accrediting Council for Journalism and Mass Communication for 6 years and rotated off the Council after 12 years on the Council last May. He is a member of the Commission for Public Relations Education.
Among his professional work was 10 years as communication director for several USAID projects throughout the world where he produced numerous films and videos. He was acting director for a $20 million USAID project with Colorado State University, Utah State University and Cornell University for one year and associate director for the Colorado State project for three years.
He was also communications director for the Minnesota-Wisconsin Baptist Fellowship for two years.
He is the chair of the Curriculum Committee for the Regents Online Degree Programs for the Tennessee Board of Regents. He also developed the first online masters program in journalism in the country in 1995.

This book was adopted by:
Alcorn State University
Assumption College
Austin Community College
Austin Community College 523
Brenau University
California State University - Los Angeles
Campbell University
Charleston Southern University
Cuyahoga Community College - Metropolitan
Cuyahoga Community College - Western
Cuyahoga Community College - Eastern
DePaul University - Loop
Dominican College of Blauvelt
Dowling College
East Tennessee State University
Eastern Connecticut State University
High Point University
Hofstra University
Indiana University - Southeast
Iona College
Keene State College
La Salle University
Lamar University
Lindenwood University
Lindenwood University - Belleville Campus
Linfield College
Loyola University Maryland
Marietta College
Marist College
Mercer University - Atlanta
Mercer University - Macon
Moorpark College
Northeastern University
Northern Kentucky University
Northwestern- Evanston
Northwestern University - Chicago
Nova Southeastern University
Oakwood University
Penn State University - Altoona
Penn State University - Berks
Penn State University - Dubois
Penn State University - Shenango
Penn State University Fayette, The Eberly Campus
Penn State University Lehigh Valley
Penn State University Mont Alto
Penn State University -Schuylkill
Penn State Universty - Beaver
Radford University
Roosevelt University
San Jacinto College - Central
Temple University
Temple University - Law
Tennessee Technological University
The University of South Dakota
University of Alabama in Huntsville
University of Arkansas at Little Rock
University of Maryland College Park
University of North Carolina at Charlotte
University of South Carolina
University of the Pacific
University of Toledo
University of Wisconsin - Eau Claire
Wesley College
West Virginia University

Be the first to write a review

Rating Distribution
5 Star
4 Star
3 Star
2 Star
1 Star

Table of Contents

Chapter 1. The Nature of Public Relations
Chapter 2. The History of Public Relations
Chapter 3. A Theoretical Basis for Public Relations
Chapter 4. Law and Ethics
Chapter 5. Research: Understanding Public Opinion
Chapter 6. Strategic Planning for Public Relations Effectiveness
Chapter 7. Action and Communication
Chapter 8. Evaluating Public Relations Effectiveness
Chapter 9. Media Relations
Chapter 10. Employee Communication
Chapter 11. Community Relations
Chapter 12. Consumer Relations and Marketing
Chapter 13. Investor Relations
Chapter 14. Public Affairs: Relations with Government
Chapter 15. Public Relations in Nonprofit Organizations
Chapter 16. Corporate Public Relations
Chapter 17. Technological, Global, and Organizational Issues in Public Relations
Appendix 1: Writing A-1
Appendix 2: Speechmaking by Dan Reines