Match List – I with List – II:

List – I (Book)	List – II (Author)
(a) Crystallising Public Opinion	1. Sandra Oliver
(b) The Power of Corporate Communication	2. Edward L. Bernays
(c) Effective public relations	3. Scott M. Cutlip
(d) Public Relations Strategy	4. Paul A. Argenti

Codes:	(a)	(b)	(c)	(d)
(A)	4	2	3	1
(B)	3	2	1	4
(C)	2	4	3	1
(D)	1	3	2	4

Correct Ans: (C)

Explanation:

Understanding the foundational books in public relations and corporate communication is essential for professionals and students alike. These works provide valuable insights, strategic approaches, and historical perspectives. Let’s explore four influential books and their authors.

1. Crystallizing Public Opinion – Edward L. Bernays (2)
   Bernays, known as the father of public relations, introduced this book to explain how public opinion is shaped and influenced. He highlighted the importance of strategic messaging and persuasive communication in managing public perception. Consequently, this book remains a classic in the field of PR and propaganda studies.
2. The Power of Corporate Communication – Paul A. Argenti (4)
   Argenti’s book delves into corporate branding, reputation management, and crisis communication. He emphasizes how organizations can build credibility and engage stakeholders effectively. As a result, this book serves as a strategic guide for corporate leaders navigating the complexities of modern communication.
3. Effective Public Relations – Scott M. Cutlip (3)
   Cutlip, a pioneering PR scholar, co-authored this book, which is widely regarded as the first comprehensive textbook on public relations. It covers PR theories, models, and best practices. Moreover, it provides a structured approach to understanding PR as a profession and academic discipline.
4. Public Relations Strategy – Sandra Oliver (1)
   Oliver’s book focuses on PR as a strategic function rather than just a promotional tool. She discusses how organizations can use PR to support business goals, manage reputation, and enhance stakeholder relationships. Therefore, this book is essential for PR practitioners seeking a long-term communication strategy.

Thus, the correct match is (C) Crystallizing Public Opinion – Edward L. Bernays (2), The Power of Corporate Communication – Paul A. Argenti (4), Effective Public Relations – Scott M. Cutlip (3), and Public Relations Strategy – Sandra Oliver (1). These books have significantly contributed to the evolution of PR and corporate communication.