Precision Public Relations

This book offers a mix of articles that show how the field can benefit from a serious and systematic study of human behaviour and human communication.

It is based on the assumption that public relations problems today are too important to be solved by guesswork and contrary to the prevailing view, public relations can be practised within well-defined guidelines. It contains 37 articles that cover a wide range, translating and interpreting the tested theories and practices of social scientists, behavioural scientists and communication researchers into cogent advice for students and is organized around a classic public relations model - defining public relations, influencing public relations, researching the problem, communicating ideas and evaluating the results.