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Two commissions within the Public Relations Society of America have
recently defined courses in case-study analysis, research methods,
and behavioral-science theory as central to an acceptable public
relations curriculum. To date, these three "streams" within PR
education have run independently of each other. The authors
produced this volume because they believe that there is a growing
demand for an integrative "applied theory" approach to the study of
public relations cases.
The need for PR professionals to study the social, political, and
economic contexts of public relations carefully had been apparent
for some time as issues management and environment scanning emerged
as focal points of modern public relations. Yet there was no
systematic framework for such study. This volume, however, with its
strong foundation in theory, provides just that framework and is
highly suitable for graduate-level courses in public
relations.
Two commissions within the Public Relations Society of America have
recently defined courses in case-study analysis, research methods,
and behavioral-science theory as central to an acceptable public
relations curriculum. To date, these three "streams" within PR
education have run independently of each other. The authors
produced this volume because they believe that there is a growing
demand for an integrative "applied theory" approach to the study of
public relations cases.
The need for PR professionals to study the social, political, and
economic contexts of public relations carefully had been apparent
for some time as issues management and environment scanning emerged
as focal points of modern public relations. Yet there was no
systematic framework for such study. This volume, however, with its
strong foundation in theory, provides just that framework and is
highly suitable for graduate-level courses in public
relations.
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