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Intended for the public relations case studies course; may also be used in advanced public relations and public relations management courses offered at the junior/senior level and often serves as a capstone of the public relations sequence. This course is generally required for PR majors and minors. This course can be found in departments of journalism, mass communication, and marketing and is offered primarily at four-year colleges and universities.
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Jerry A. Hendrix, Ph.D., is Professor Emeritus at American University, Washington, D.C., where he taught for thirty-seven years. He is an accredited member of the Public Relations Society of America.Review:
"The variety of cases assures that at least one section will attract the interest of every student, possibly encouraging him or her to consider specializing in that area."
"It fit the needs of the case studies course and gives broad application to the various types of public relations practice as well as a chance for students to understand real case examples."
"The use of the ROPE theory throughout the book provides students with an integrated look at home to develop campaigns and how to analyze PR work. I also appreciate the clear explication of output and impact objectives, a very useful concept that helps students understand the business side of PR."
"It provides real cases that show innovation and which can be studied for application in real situations."
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