Effective Public Relations

Effective Public Relations is a book published in 1952 by University of Wisconsin professor Scott M. Cutlip and Allen H. Center. It was the first textbook in the field of public relations and introduced the "Seven Cs of communication".

The "7 C’s of Communication" is a much-quoted list, first provided by Cutlip and Center in 1952 in Effective Public Relations. The original list was a follows:

Various versions of this list, often modified and unattributed, are listed in many business, communications, marketing and public relations books and courses.

The book was reviewed by J.M. Rathmell in The Journal of Marketing in January 1953. In 1990, the Washington Post said, "if there is such a thing as the 10 commandments of business then the second was laid down by Scott M Cutlip and Allen H Center in Effective Public Relations",

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