内容简介：
This is a guide to everything one needs to know when pursuing a successful career in public relations. It is an introduction to public relations, written for students who want or need a definition of the profession to understand what they are moving into as a career. An overview of the various roles and responsibilities involved in PR work, the different types of PR functions and activities and its application in a variety of settings and scenarios are provided. It profiles the ten largest public relations firms, life on the fast track at a small PR firm, how corporate communications is carried on at a large financial institution and PR for diverse organizations. It should be of interest to those studying public relations at university level; recent mass communication, journalism and PR graduates; interns in PR firms; and employees in other fields contemplating a move to this profession.