Some Starting Points for Investigating Public Relations -- Updated September 2004

PR Bibliography: Books for Graduate Research

Handbook and Encyclopedia | General Textbooks | Behavioral Research Findings | Behavioral Research Methods | Campaigns | Cultural/Critical Approaches | Ethics | Fund-Raising and Philanthropy | History | Historically Significant Books | International | Internet and World Wide Web | Issues/Crises/Public Affairs | Legal Issues | Management: Academic Books | Management: Professional Books | Management: Case Studies Books | Management: Readers and Handbooks | Marketing | Media Relations | Organizational Communications | Persuasion, Public Opinion and Propaganda | Politics and Political Communication |

This book list is for graduate students and others with a serious interest in research about contemporary public relations. Titles are arranged alphabetically by author within subject areas, and are accompanied by brief annotations.

Most of these recommended books are academic titles written in the past 10 years. The section on Historically Significant Books on Public Relations includes books that shaped thinking about public relations at the time of publication and continue to be seminal works in the field. Several sections, including Ethics and Media Relations, draw upon professional titles.

For additional sources, consult Kirk Hallahan's online Guide to Research About Public Relations and PR Bibliography: Selected Research Articles and Book Chapters, 1989-.

The Library of Congress catalog number for each title is shown, as it appears in CSU's Sage catalog. Certain titles are on-order as of January 1999. Titles indicated with "Flood" can be ordered through Inter-Library Loan.

Academic Handbook and Encyclopedia

Compendium of 62 articles by academic authors on current state of the field. Introductory section provides useful surveys of contemporary theory.

Heath, Robert L. (2004). Encyclopedia of public relations. Thousand Oaks, CA: Sage. In preparation.

Expected publication in 2004.

General Textbooks

Still considered the classic text by many. Chapters on history and law are particularly good. The second edition in 1958 originated the four-step process concept which predominates the field.

Grunig, James E. and Todd Hunt (1984). Managing public relations. New York: Holt, Rinehart, Winston. HM263/G75/1984

While out-of-date, this book contains useful introductions to James Grunig's four models of publics relations and his situational theory of publics.

Seitel, Fraser P. (2004. The practice of public relations, 9th edition. Upper Saddle River, NJ: Pearson Prentice-Hall. HM1221.S45 2003.

A basic introduction to principles with heavier emphasis on technqiues. Good discussion of issues and crisis management.

Wilcox, Dennis L., Philip H. Ault, Warren K. Agee and Glen T. Cameron (1999). Public relations strategies and tactics, 6th ed. New York: Longman.

Highly readable alternative to the Cutlip text, with excellent introductory chapter on international public relations, more elaborate discussion of tactics.

Also see Case Studies Collections and Readers/Handbooks sections.

Behavioral Research Findings

A compilation of alternative theories from which public relations might be considered.

Pavlik, John V. (1987). Public relations. What research tells us. Newbury Park, CA: Sage. HM263/P36/1987/Flood

A synthesis of various behavioral research findings through about 1986.

Behavioral Research Methods

A comprehensive guide to surveys and other methods featuring vignettes with practitioners on how they use research on-the-job.

Brody, E.W. and Stone, Gerald (1989). Public relations research. Westport, CT: Greenwood. HM263/B673/1989

A useful, straightforward discussion of informal and formal research methods. An excellent alternative to Broom and Dozier (1990).

Stacks, Don W. (2002). Primer on public relations research. New York: Guilford Press.

Introductory survey of techniques for research in the field.

Campaigns

Role of research, program design and theory in development in public relations programs.

Ferguson, Sherry Devereaux (1999). Communication planning. An integrated approach. Thousand Oaks, CA: Sage Publications. P95.15.F47 1999.

Introduction for how to plan programs.

Kendall, Robert L. (1992). Public relations campaign strategies. New York: HarperCollins. HM263/K395/1992

An advanced undergraduate text covering the campaign process in-depth.

Useful, short introduction to organizing programs

McElreath, Mark (1996). Managing systematic and ethical public relations campaigns, 2nd ed. Madison, WI: Brown & Benchmark. HM263/M34/1997

The most comprehensive discussion of planning, implementation and assessment of campaigns found in an introductory textbook.

Moffitt, Mary Anne (1999). Campaign strategies and message design. A practitioners' guide from start to finish. New York: Praeger. HM263.M54 1999.

Provocative alternative perspective on planning campaigns.

Parsons, Patricia (2002). A manager's guide to PR projects: A practical approach. Mahwah, NJ: Lawrence Erlbaum.

A useful undergraduate textbook

Pfau, Michael & Parrott, Roxanne (1993). Persuasive communication campaigns. Boston: Allyn & Bacon HD59.3 P43

Textbook that addresses campaigns from a generic perspective, but with useful insights for public relations.

Rice, Ronald and Atkins, Charles K. (2001). Public communication campaigns, 3nd ed. Newbury Park, CA: Sage. HN90/M3/P8/1989

Examines public communication campaigns conducted primarily by researchers outside of public relations, but with relevance to the field. Follow on to other editions, with valuable readings, published in 1979 and 1989.

Salmon, Charles T., ed. (1989). Information campaigns. Newbury Park, CA: Sage. HM263/I5195/1989

Academicians examine key issues pertaining to altering human behavior.

Selnow, Gary & Crano, William D. (1987). Planning, implementing and evaluating targeted communciaton programs. A manual for business communicators. New York: Quorum Books. HD30.3 S46 1987.

Older book that still provides a useful overview of strategy.

Simmons, Robert E. (1990). Communication campaign management. A systems approach. White Plains, NY: Longman. HM263/S517/1990/Flood

A useful book (now out-of-print) that combines advertising, public relations and public information campaign approaches.

Smith, Ronald D. (2002). Strategic planning for public relations. Mahwah, NJ: Lawrence Erlbaum. HM1221 .S77 2002.

Thorough review of how to organize elements of a PR program.

Also see Kirk Hallahan's online PR Bibliography (Campaigns).

Cultural/Critical Approaches

Considers the question of relationships with various ethnic and gender-related publics from a cultural perspective.

Elwood, William N., ed. (1995). Public relations inquiry as rhetorical criticism. Case studies of corporate discourse and social influence. Westport, CT: Praeger. HM263/P76568/1995

Draws upon rhetorical criticism as a means to examine the content of PR messages.

Habermas, Jurgen (1989. Originally written 1962). The structural transportation of the public sphere. An inquiry into a category of bougeois society. Trans. by Thomas Burger with assistance of Frederick Lawrence. Cambridge, MA: MIT Press. HM24.H2713.1989.

Classic critical work examines the effect of advertising and public relations in the public discussion of issues and in public lives of people.

Hoover, Judith D., ed. (1997). Corporate advocacy. Rhetoric in the information age. Westport, CT: Greenwood. HD59/C635/1997

Rhetorical, cultural and critical case studies on the nature of corporate speech.

L'Etang, Jacquie and Magda Pieczka, eds. (1996). Critical perspectives in public relations. London: International Thomson Business Press. On order.

A collection of eight essays dealing with various aspects of public relations by four British scholars specializing in public relations.

Manheim, Jarol B. (2001). The death of a thousand cuts: Corporate campaigns and the attack on the corporation. Mahwah, NJ: Lawrence Erlbaum. HD59.M257

Critical examination of challenges to corporate power

Mayhew, Leon H. (1997). The new public. Professional communication and the means of social influence. New York: Cambridge University Press. HM263/M3124/1997

Examines the transformation of public communication and discourse from a sociological perspective. Includes analyzes of the ideas of leading social thinkers, such as Talcott Parsons and Jurgen Habermas. Special discussion devoted to public relations.

Mickey, Thomas J. (1995). Sociodrama. An interpretive theory for the practice of public relations. Lanham, MD: University Press of America. HM263/M456/1995

Proposes a model based on dramatism to explain public relations.

Mickey, Thomas J. (2003). Deconstructing public relations. Public relations critism. Mahwah, NJ: Lawrence Erlbaum. HM1221.M52 2002.

A examnation of the role and methods used in public relations from a critical perspective.

Toth, Elizabeth L. and Robert L. Heath, eds. (1992). Rhetorical and critical approaches to public relations. Hillsdale, NJ: Erlbaum. HM263/R46/1992

Three introductory chapters by the editors examine the emerging cultural and rhetorical approaches to understanding public relations, followed by representative research chapters.

Woods, Gail Baker (1995). Advertising and marketing to the new majority. Belmont, CA: Wadsworth. HF5813.U6/W635/1995

Uses case studies to examine how organizations to communicate more effectively with culturally diverse ethnic minorities.

Ethics

A highly readable review by a seasoned professional who examines the ethical dilemmas found in public relations. Contains various recent examples where the performance of organizations fell short of public and professional expectations.

Ferre John P. and Shirley C. Willihnganz (1991). Public relations and ethics: A bibliography. Boston: G. K. Hay. Z7164/P957F47/1991/Flood

An inventory of writings on public relations ethics from 1922 through 1990.

McElreath, Mark (1996). See Campaigns section.

Trento, Susan (1992). Power house: Robert Keith Gray and the selling of access and influence in Washington. New York: St. Martin Press. On order.

An unofficial biography of a leading power broker during the Reagan years, whose firm was later acquired by Hill & Knowlton. The book prompted a libel suit against the author.

Parsons, Patricia (2004). Ethics in public relations. A guide to best practice. London: Institute of Public Relations/Kogan Page.

A review of key issues confronting practitiobenrs

Seib, Philip and Kathy Fitzpatrick (1997). Public relations ethics. Fort Worth, TX: HBJ College. On order.

Short tome on dimensions of ethics in the field.

Fundraising and Philanthropy

Principles and critique of corporate contributions programs

Kelly, Kathleen S. (1996). Effective fund-raising management. Mahwah, NJ: Erlbaum. HV41.9/U5K44/1998

An academic textbook integrating fund raising principles and practice.

Kelly, Kathleen S. (1991). Fund raising and public relations: A critical analysis. Hillsdale, NJ: Erlbaum. HV41.9/U5K45/1991/Flood

Considers development as a subdiscipline of public relations--a view not shared by all fundraisers.

History: Public Relations

Autobiography of a leading public relations pioneer.

Bernays, Edward L. (1986). The later years. Public relations insights 1956-1986. Rhinebeck, NY: H&M Publishers. On order.

Compilation of columns that appeared in Public Relations Quarterly.

Cutlip, Scott M. (1995). Public relations history. From the 17th to the 20th century. The antecedents. Hillsdale, NJ: Erlbaum. HM263/C784/1995

A review of early public relations by a leading researcher in the field of PR history.

Cutlip, Scott M. (1994). The unseen power. Public relations. A history. Hillsdale, NJ: Erlbaum. HM263/C785/1994

Covers the history of public relations in the 20th century by profiling the work of more than a dozen leading counselors and professionals.

Ewen, Stuart (1996). PR! The social history of spin. New York: Basic Books. HM263/E849/1996

A somewhat uneven examination of PR by a leading social historian known for his work on the cultural history of advertising.

Furhman, Candice Jacobson (1989). Publicity stunt! Great staged events that made the news. San Francisco: Chronicle Books. HM263/F84/1989

A fun, illustrated review of the role that publicity-seekers, including press agents, have played in history.

Griese, Noel L. (2001). Arthur W. Page. Publisher, public relations pioneer, patriot. Atlanta: Anvil Press. HC102.5 P34G75 2001.

Biography of corporate pioneer who introduced many modern ideas of public relations.

Hiebert, Ray Eldon (1996). Courtier to the crowd. The story of Ivy Lee and the development of public relations. Ames: Univerity of Iowa Press HM263 H48.

Probably best-known biography written about a practitioner, features work of a true pioneer.

Marchand, Roland (1998). Creating the corporate soul. The rise of public relations and corporate imagery in American big business. Berkeley: University of California Press.

An interesting social history with emphasis on visual imagery in poster, publications, advertising, etc.

Miller, Karen (1998). The voice of business. Hill & Knowlton and postwar public relations. Chapel Hill: University of North Carolina Press. On order.

Features case studies on the steel, tobacco, aircraft and margarine industries to examine the influence of a leading public relations firm on public opinion, public debate and news coverage of issues in the 1950s and 1960s.

Olasky, Marvin N. (1987). Corporate public relations. A new historical perspective. Hillsdale, NJ: Erlbaum. HD59.6/U6O4/1987

A revisionist examination of public relations history by a critical scholar concerned with efforts by large businesses to stifle competition.

Tedlow, Richard S. (1979). Keeping the corporate image: Public relations and business, 1900-1950. Greenwich, CT: JAI Press.

A provocative book in the early development of public relations in a corporate context. Chapter on public perceptions of public relations is essentially insightful.

Tye, Larry (1998). The father of spin. Edward L. Bernays & The birth of public relations. New York: Crown Publishers. On order.

Full-length biography of the legendary public relations practitioner, which recounts various early campaigns.

Historically Significant Books in Public Relations

Reputed as the first book in the field; definitely the first to popularize the term public relations counsel.

Creel, George (1920) How we advertised america. New York: Arno Press D632/C7/1972

A review of the work of the Committee on Public Information during World War I--a major demonstration of the power of public relations.

Dewey, John (1927/1954). The public and its problems. Athens, Ohio: Swallow Press (reprint). JC251/D47/1954

An articulate advocate of the importance of discussion of public issues, and a formative thinker on the nature of publics.

Lippmann, Walter (1922/1961). Public opinion. New York: Free Press. HM261/L75/1961/Flood.

An extraordinarily insightful look at the role of public opinion in modern society, including his observations about role of information, stereotypes and the "pictures inside our heads"

Pimlott, J.A.R. (1951). Public relations and American democracy. Port Washington, NY: Kennikat Press. HM263/P5

An examination of the role of public relations in 1950 by a British visitor often compared as the Alexis de Tocqueville of public relations.

International

A compendium of chapters by individual practitioners about PR practice as practiced in England. Many principles apply across political boundaries.

Casmir, Fred (1995). Communication in eastern Europe. Hillsdale, NJ: Erlbaum. HN380.7/Z9M365/1995

The role of history, culture and media in contemporary conflicts.

Culbertson, Hugh M. and Ni Chen, eds. (1996). International public relations. A comparative analysis. Mahwah, NJ: Erlbaum. HM263/I65/1996

Brings together essays by more than a dozen scholars on public relations practice around the world.

Kunczik, Michael (1996). Images of nations and international public relations. Mahwah, NJ: Erlbaum. JF1525/P8K83/1997

The importance of images of nations in the arena of international relations and policy, including country-of-origin effects.

Alternative approaches reflecting various American but especially European perspectives

Sirarmesh, Krishnamurthy (Ed.)(2004). Public relations in Asia. Singapore: Thomson Learning.

An updated overview and country-by-country examination of PR practice in the Orient

Siraramesh, Krishnamurthy and Vercic, Dejan (2003). The global public relations handbook. Theory, research and practice. Mahwah, NJ: Lawrence Erlbaum. HM1221.G57 2003.

Comprehensive overview of global issues and practices

van Ruler, A.A. and Vercic, Dejan (2004). Public relations and communication management in Europe. A nation-by-nation introduction to public relations theory and practice. Berlin/New York: Mouton de Gruter.

Survey of the practice in Europe pointing important differences in continent where communication management is the central

Wouters, Joyce (1991). International public relations. New York: AMACOM. HF1416.5/W68/1991

How to established a company's product, service and image in foreign markets.

Internet and World Wide Web

Short practical guide containing useful insights on electronic public relations from a English practitioner.

Holtz, Shel (2003). Public relations on the net. New York: Amacom. HD59/H596/2003

Considers strategies to inform and influence the media, the investment community, government and the general public.

Horton, James L. (2002). Online public relations. A handbook for practitioners. Westport, CT: Quorum Books. HD59.H598 2001.

Contains useful tips and comprehensive dictionary of terms.

Levine, Michael (2001). Guerrilla PR wired. New York: McGraw-Hill. HD59.L483 2001.

Survey of Internet practices and advice for practitioners.

O'Keefe, Steve (2002). Complete uide to Internet publicity. New York: John Wiley. HM263/O5925/2002

Examines successful publicity campaigns on the Internet and the commercial online services. Details on "how to." Success to Publicity on the Internet, 1997, by same author.

Marlow, Eugene (1995). Electronic public relations. Belmont, CA: ITP Wadsworth.

A brief survey of how new technology is transforming PR practice.

Middleberg, Don (2001). Winning PR in the wired world. New York: McGraw-Hill. HM1221. M53 2001.

Advice and prognostications by leading consultant in uses of technology in PR

Phillps, David (2001). Online public relations. London: Kogan Page.

Survey of online practices under auspcies of The Institute of Public Relations in Great Britain.

Schumann, David W. and Esther Thorson, eds. (1999). Advertising and the world wide web. Mahwah, NJ: Lawrence Erlbaum Inc.

Research papers on various aspects of the Internet's role in marketing, with potential applications to public relations.

Sherwin, Gregory R. & Avila, Emily N. (1997). Connecting online. Creating a successful image on the Internet. Grants Pass, OR: The Oasis Press. HD59/S4518/1997

Somewhat broader in its approach than Holtz or O'Keefe, this book provides useful background on the operation of the WWW as well as effective web page design.

Shiva, V.A. (1997). The internet publicity guide. How to maximize your marketing and promotion in cyberspace. New York: Allworth Press.

Earlier book on application of web technology to PR.

Witmer, Diane F. (2000). Spinning the web. A handbook for public relations on the internet. New York: Longman.

A useful short introduction to using the Internet, with practical how-to information.

Issues Management/Crisis Management/Public Affairs

The first effort to identify issues management as a distinct managerial function--larger than public relations alone. Written one of the leading public relations professionals of his day.

Dennis, Lloyd, B., ed. (1995). Practical public affairs in an era of change. Lanham: MD: University Press of America. HD59/P68/1996

A compendium of works by professionals about politics and government relations, prepared under the auspices of the Public Relations Society of America.

Deppa, Joan (1994). The media and disasters. Pan Am 103. New York: NYU Press. PN4784/D57/D46/1994

Use case study on press coverage and airline and government responses to the Lockerbie bombing in 1988.

Ewing, Raymond P. (1987). Managing the new bottom line: Issues management for senior executives. Homewood, IL: Dow Jones-Irwin. HD59.5/E9/1987.

A comprehensive examination of issues management written by an academician writing for business audience.

Fearn-Banks, Kathleen S. (2002). Crisis communications. A casebook approach, Second Edition. Hillsdale, NJ: Erlbaum. HD59/F37/2002

A useful text, with many cases, on the role of crisis management in public relations.

Heath, Robert (1988). Strategic issues management: How organizations influence and respond to public interests and politics. San Francisco: Jossey-Bass. HD59.5/H4/1998

Probably the best discussion of the theoretical underpinnings of issues management.

Heath, Robert and Nelson, Richard. Issues management. Corporate public policymaking in an information society. Newbury Park, CA: Sage. 1985. HD59/H33/1986.

An earlier work by Heath (1988) and a collaborator that sets out the basic premises of the issues management approach to PR.

Kruckeberg, Dean and Kenneth Starck (1988). Public relations and community. A reconstructed theory. Westport CT: Greenwood. HM263/K69/1988/Flood.

A review of the community construct as developed by the Chicago school, with a case study involving a major plant closing.

Lerbinger, Otto (1997). The crisis manager. Facing risk and responsibility. Mahwah, NJ: Erlbaum. HD49/L468/1997.

Blends theoretical and practical perspectives for managing crises in complex organizations.

Pinsdorf, Marion K. (1999). Communicating when your company is under siege. Surviving public crisis., 3rd edition. New York: Fordham University Press. HD59.2 P55.

High readable discussion of corporate crisis, with case studies, by a leading business researcher who shares her insights.

Also see Kirk Hallahan's PR Bibliography--Community Relations for an extensive list of resources in this area.

Legal Issues

A comprehensive overview of commercial speech, government regulation, prior restraint, commercial speech torts, intellectual property and other legal issues that pertain to public relations practice.

Roschwalb, Suzanne A. and Richard A. Stack, eds. (1995). Litigation public relations. Littleton, CO: Fred A. Rothman Co.

Edited compilation of articles dealing with the role of public relations in influencing public opinion and juries in court proceedings.

Management: Academic Books

Culbertson, Hugh M., Dennis W. Jeffers, Donna Besser Stone and Martin Terrell (1993). Social, political and economic contexts in public relations. Theories and cases. Hillsdale, NJ: Erlbaum. HD59.5/S78/1993

Considers organizational environment and its influence on public relations practice, with illustrations using six case studies from varied organizations.

Dozier, David M. with Larissa A. Grunig and James E. Grunig (1995). Manager's guide to excellence in public relations and communication management. Mahwah, NJ: Erlbaum. HD30.3/D69/1995.

A highly readable summary for managers of the findings from the Excellence study reported in Grunig et al. (1992)

Fombrun, Charles J. (1996). Reputation. Realizing value from the corporate image. Boston: Harvard Business School Press. HD59.2 .F66 1996

Reviews the importance of reputation as an intangible organizational asset.

Grunig, James E. et al., eds. (1992). Excellence in public relations and communication management. Hillsdale, NJ: Erlbaum. HD59/E95/1992

The results of the six-year Excellence Study commissioned by the International Association of Business Communicators. Highly normative findings attempt to identify characteristics of organizations that run excellent public relations programs.

Grunig, Larissa, James E. Grunig and David M. Dozier (2002). Excellent public relations and effective organizations : a study of communication management in three countries. Mahwah, N.J. : Lawrence Erlbaum. HD59.6.U6 G78 2002

Comprehensive summation of Excellence study research and discussion--final volume in a triology that includes Excellence in public relations and communication management and Managers' guide to excellence in public relations and communications management.

Heath, Robert L. (1994). Management of corporate communication. From interpersonal contacts to external affairs. Hillsdale, NJ: Erlbaum. HD30.3/H4/1994

A thoughtful, integrative examination of the role of public relations, drawn from the organizational behavior and organizational communication literature.

Ledingham, John A. and Stephen D. Bruning, eds. (2000). Public relations as relationship management. A relationship approach to the study and practice of public relations. Mahwah, NJ: Erlbaum.

A compendium of articles by scholars that examines how organizations relate to publics

White, Jon and Laura Mazur (1995). Strategic communication management. Making public relations work. Workingham, England: Addison-Wesley. On order.

Perspectives on public relations directed toward executives primarily in England.

Management: Professional Books

A survey of community outreach activities and principles.

Croft, A.C. (1996). Managing a public relations firm for growth and profit. New York: Haworth Press. HD59.C755.

Examines effective agency management and profitablity.

Green, Andy (1999). Creativity in public relations. Dover, NH: Kogan Page Limited.

A thought-provoking title with practical application from the series of managemnt books published in cooperation with The Institute of Public Relations (UK).

Griffin, Gerald R. (2002). Reputation management. Oxford: Capstone Press. HD59.2 G75

Concepts and analysis of the importance of reputation.

Haywood, Roger (2002). Manage your reputation: How to plan public relations to protect your organization's most powerful asset, second edition. London: Kogan Page. HD59.H32.

A survey of PR principles and practices from an British perspective.

Mallinson, Bill (1996). Public lies and private truths: An anatomy of public relations. London: Cassell. HD59.M25 1996.

Another interesting overview from England.

Moloney, Kevin (2000). Rethinking public relations: The spin and the substance. London: Routledge. HD59.M62.

A critical examination of modern-day public relations and its role in society and media

Morley, Michael (2002). How to manage your global reputation A guide to dynamics of international public relations, Revised Edition. New York: University Press, HD59.M64 2002.

Issues in managing a worldwide program for an organization

Peters, Glen (1999). Waltzing with the raptors. A practical roadmap to protecting your company's reputation. New York: John Wiley HM59.2P47.

Provocative discussion of the importance of organizational reputation

Management: Case Studies Collections

Bianco, David P. (1993). PR news casebook: 1000 public relations case studies. Detroit, MI: Gale Research. On order

Compilation of short cases appearing in the PR News newsletter from 1945 to 1991.

Capper, Alan and Cunard, Peter (1990). The public relations case book: Major campaigns in action. Woodstock, NY: Beekman, 1990.

Center, Allen H. and Jackson, Patrick (2002). Public relations practices: Managerial case studies and problems, 5th ed. Englewood Cliffs, NJ: Prentice-Hall. HM263/C332/2002

A variety of cases--including several classic controversies which have had a significant impact on the field.

Hendrix, Jerry A. (2004) Public relations cases, 6th ed. Belmont, CA: Wadsworth. HM263/H437/2004.

Draws upon award-winners from PRSA's Silver Anvil competition, with emphasis on how campaigns followed the four-step process of research, planning, communication and evaluation. Cases in previous editions are also useful.

Moss, Danny (1991). Public relations in practice: A casebook. New York: Routledge.

Simon, Raymond, and Wylie, Frank W. (1993). Cases in public relations management. Homewood, IL: NTC Business Books. HD59/S4567/1994

Includes both real and fictitious examples for students in public relations management courses.

Management: Professional Readers/Handbooks

Cantor, Bill (1989). Experts in action: Inside public relations, 2nd ed. White Plains, NY: Longman, 1989. HM263/E96/1989.

A descriptions of various public relations specialties, issues and techniques, written by leading professionals.

Dilenschneider, Robert L., ed. (1996). Dartnell's public relations handbook,, 4th edition. New York: Darnell Corp. HD59/D28/1987

One of several compilations of articles on various aspects of public relations practices written primarily for business executives and practitioners.

Hiebert, Ray E. (1988). Precision public relations. White Plains, NY: Longman. HM263/P72/1988

Short articles by experts from a variety of specialties.

Lesly, Philip, ed. (1998). Lesly's handbook of public relations and Communication, 5th ed. New York: AMACOM Books. HM263/L6/1998.

Survey of various PR specialties and techniques written by professionals for professionals, but potentially useful for research ideas. See earlier versions also.

Marketing

A compendium of 38 articles by practitioners and academics dealing with current issues and contemporary specializations.

Harris, Thomas L. (1992). The marketer's guide to public relations. New York: Wiley. HD59/H276/1991

Considers the role of public relations in the marketing mix. Written by a leading professional who now teaches and consults.

Harris, Thomas L. (1998). Value-added public relations. The secret weapon of integrated marketing. Lincolnwood, IL: NTC Publishing. On order.

Builds upon Harris' 1992 book by examining the role of public relations in integrated marketing campaigns.

Henry, Rene A. Jr., (2002). Marketing public relations. The how's that make it work, second edition. Ames: Iowa State University Press. HD59.H44 1995.

Uses of publicity and PR in marketing context

McKenna, Regis (1991) Relationship marketing. Reading, MA: Addison Wesley. HF5415/M2616/1991.

Philosophy of a leading high-tech public relations professional on the importance of relationships in business.

Ries, Al & Laura Ries (2002). The fall of advertising and the rise of PR. New York: Harper Busines. HF5823.R642 2002.

Leading figure in advertising argues that public relations has surpassed advertising as a marketing tool.

Schultz, Don E., Tannenbaum, Stanley I. and Lauterhorn, Robert F. (1993). Integrated marketing communications. Lincolnwood, IL: National Textbook Company. HF5414/I23S38/1993

A examination of IMC by several of the leading advocates of reshaping advertising to incorporate all forms of promotional communications, including PR.

Thorson, Esther and Jeri Moore, eds. (1996). Integrated communication: Synergy among persuasive voices. Mahwah, NJ: Erlbaum. HF5415/I23I58/1996.

A collection of papers by academicians considering various issues pertaining to integrated marketing communication, including public relations.

Former marketing director of Coca-Cola argues that marketing and advertising practices are being fundamentally transformed. See also Zyman's The end of marketing as we know it. New York: Wiley. HF5415 .Z96 1999

Media Relations and Public Communications

Considers the issue of "image" and the role of industries such as public relations.

Baron, Gerald R. (2002. NOw is too late. Survival in an era of instant news. Upper Saddle River, NJ: Pearson Prentice-Hall. PN4784.C7 B37 2002.

Rapid changes in the speed of communications are altering how organizations must be prepared to respond to news.

Blyskal, Jeff and Marie (1985). PR. How the public relations industry writes the news. New York: William Morrow and Company. HM263/B57/1985/Flood

A lively book that details the internal working of PR and its influence on the media.

Mitroff, Ian I. & Warren Bennis (1989). The unreality industry. The deliberate manufacturing of falsehood and what is doing to us. New York: Oxford U. Press. HN90/M3M58/1989/Flood

Considers the question of truth, and the role of public relations in a large constellation of professions involved in distortion.

Nelson, Joyce (1989). Sultans of sleaze. Public relations and the media. Toronto: Between the Lines Press. P96/E25/N45/1992

A biting attack on public relations, primarily as practiced in Canada.

Rein, Irving, Philip Kotler and Martin Stoller (1987). High visibility. New York: Dodd Mead. HM263/R365/1987

How executives, politicians, entertainers, athletes and other professionals create market and achieve successful images.

Stauber, John and Sheldon Rampton (1996). Toxic sludge is good for you. Lies, damn lies and the public relations industry. Monroe, M : Common Courage Press. HD59.6/U6S72/1995.

A critical examination of the role of public relations in modern society, with particular concern on consequences for environmental issues.

Organizational Communication

Clampitt, Phillip G. (1991). Communicating for managerial effectiveness, 2nd ed. Thousand Oaks, CA: Sage. HD30.3/C52/1991

Uses behavioral research findings to outline suggestions for effective internal communications in a highly readable text.

D'Aprix, Roger (1982). Communicating for productivity. Cambridge, MA: Harper & Row.

A leading human resources consultant suggests that management is communication. Valuable insights on effective employee communications.

D'Aprix, Roger (1996). Communciating for change: Connecting the workplace with the marketplace. San Francisco: Jossey-Boss. On order.

Updated version of 1982 text.

Goodman, Michael B. (1994). Corporate communication. Theory and practice. Albany: State University of New York Press. HD30.3/C67/1994

Combines introductory chapters with essays by specialists on various aspects of corporate communication

Goldhaber, Gerald M. (1992). Organizational communication, 6th ed. Madison, WI: Brown & Benchmark.

A leading text in organizational communication that integrates dyaic, small-group and public communication processes. Morgan Library holds 4th edition: HM131/G56/1986.

Horton, James L. (1995). Integrating corporate communications. Westport, CT: Quorum. HD30.3/H67/1995

Jablin, Fredric M., Linda L. Putnam, Karlene H. Roberts and Lyman W. Porter, eds. (1987). Handbook of Organizational Communication. An interdisciplinary perspective. Newbury Park, CA: Sage. On order.

A somewhat out-dated, but still useful, compendium of topics on organizational communication by leading researchers, primarily from speech communication.

Jablin, Fredric M. and Linda L. Putnam, ed. (2001). The new handbook of organizational communication. Thousand Oaks, CA: Sage Publications.

A state-of-the-art summary of organizational communication theory by leading scholars. Complements the earlier Handbook of Organizational Communication (1987).

Kounalakis, Markos, Drew Banks and Kim Daus, Beyond spin. The power of strategic corporate journalism. San Francisco: Jossey-Bass.

Calls for use of journalistic, rather than public relations, to assist organizations in coping with the changing work environment--calls for a new "strategic brand of corporate communication to manage change and engage workforces.

Pepper, Gerald L. (1995). Communicating in organizations. A cultural approach. New York: McGraw-Hill. HD30.3/P45/1995

Utilizes cultural theory to explain organizational communication processes and effects.

Spicer, Christopher (1996). Organizational public relations. A political perspective. Mahwah, NJ: Erlbaum. HD59/S677/1997

Argues that PR is an instrumental participant in the organizational political process and must possess understand the process in order to succeed.

Smith, Alvie L. (1991). Innovative employee communication. Englewood Cliffs, NJ: Prentice Hall. HD30.3/S574/1991

Ideas for improving trust, teamwork and performance, written by the former director of employee communications for General Motors

Persuasion, Public Opinion and Propaganda

A useful compendium of contemporary perspectives on public opinion.

Jackson, Robert, ed. (1995). Propaganda. New York University Press. On order.

A collection of historically significant writings on propaganda augmented with contemporary articles.

These two books can be augmented by early a dozen useful books reviewing research related to persuasion and influence processes.

Politics and Political Communication

Insights on the social construction of social problems and leaders.

Jamieson, Kathleen Hall (1992). Dirty politics. Deception distraction and democracy. New York: Oxford University Press. JF2112/A4J36/1992.

Examination of controversial tactics, including negative advertising, and its impact on political discourse.

Jamieson, Kathleen Hall (1996). Packaging the presidency. A history and criticism of presidential campaign advertising,3rd ed. New York: Oxford University Press. JK524/J36/1996/Flood

Traces origins of campaigns and provided election-by-election reviews of campaigns since 1952.

A contemporary view of the role of Presidential Press Secretary Mike McCurry and others in forging positive press coverage of the White House prior to the Lewinsky affair.

MacArthur, John R. (1992). Second front. Censorship and propaganda in the Gulf War. Berkeley: University of California Press. DS79.739/M33/1992.

Critical examination of government information related to the American attack on Iraq in 1991.

A behind-the-scenes look at how every administration since Nixon's has controlled the news.

Splichal, Slavko (2002). Principles of publicity and press freedom. Lanham, MD: Rowan & Littlefield. PN4735.S68 2002.

Theoretical considerations of the importance of publicity and the free exchange of information in modern society.

Trent, Judith S. and Robert V. Fridenberg (1995). Political campaign communication. Principles and practice, 3rd ed. Westport, CT: Praeger. JF1001/T73/1995/Flood

Discusses the strategic and tactical uses of rhetoric in various aspects of campaigns, including debates, commercials, public speaking and personal contacts.