Part One of this text begins with an overview of the public
relations process and introduces the interactive ROPE model
(Research, Objectives, Programming, Evaluation) to organize PR
programs. Part Two is organized around audience-centered forms of
PR, while Part Three deals with emergency public relations.
Chapters in Parts Two and Three begin with an overview and then
exhibit Silver Anvil Award cases from planning through execution
and evaluation, as well as some examples of failed PR campaigns.
The appendices consist of exercises and case problems for each of
the PR forms presented and contain the PRSA Code of Professional
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