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Full Description
Coverage of global markets, new technologies, and multiculturalism throughout make this dynamic text the cutting-edge choice for public relations courses. Accompanied by unique, free online video interviews of leaders in the public relations field, the text presents and explains in a personal, jargon-free style the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field. Critical changes in society and technology lend importance to the increasing emphasis in the management function of public relations. While traditional media is still the foundation of public communication, the new social media now provides a much more personal and interactive form of public relations. This book thus provides the user with the ability to create effective messages using both the new social media as well as traditional media.
Contents
THE PROFESSION 1.The Nature of Public Relations 2.The History of Public Relations 3.A Theoretical Basis for Public Relations 4.Law and Ethics THE PROCESS 5.Research: Understanding Public Opinion 6. Strategic Planning for Public Relations Effectiveness 7. Action and Communication 8. Evaluating Public Relations Effectiveness THE PUBLICS 9.Media Relations 10.Employee Communication 11.Community Relations 12.Consumer Relations and Marketing 13.Investor Relations THE PRACTICE 14.Public Affairs: Relations with Government 15.Public Relations in Nonprofit Organizations 16.Corporate Public Relations Technological, Global, and Organizational Issues in Public Relations Appendix 1: Writing A-1 Appendix 2: Speechmaking by Dan Reines
