Intended as the primary textbook for the foundational public
relations principles course and for a stand-alone public relations
theory and practices course in communications and business
programs. Effective Public Relations has defined public relations
theory and practice, schooled its practitioners, and served as a
reference for those in the calling for more than five decades. The
first edition of Scott M. Cutlip and Allen H. Center's
revolutionary book in 1952 made public relations an acceptable
subject of academic study. Their ideas and ambitions for the field
still serve as beacons leading the field in the 21st century. This
updated ninth edition continues the trend of excellence and will
introduce yet another generation of practitioners worldwide to this
important profession of Public Relations.
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