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Full Description
With the media's increasing weight on public opinion, a positive public image has become an integral part of management and a vital factor in business success-especially in the fashion industry. This textbook will deliver a practical approach to the world of public relations and image management, with in-depth case studies featuring prominent apparel and textile companies. Concentrating on the pragmatic aspects of public relations and the fundamentals of fashion public relations, principles and concepts are placed in context of what the student will actually do in the business world. Students will be equipped with the real-world approaches and techniques for a successful career in fashion public relations.
Features: -- Case studies featuring elements of a public relations campaign for well-known companies -- Interviews with successful public relations managers discussing how s/he applied the principles of the chapter discussed and the results -- Real-life simulations of problems which managers interviewed for the case studies have encountered, and approaches on how they solved them -- In-class exercises, where students can pair up and practice the public relations principles discussed in the chapter -- Instructor's Guide provides suggestions for planning the course and using the text in the classroom -- PowerPoint(r) Presentation provides outlines and ideas for lectures; compatible with PC and Mac platforms
Contents
Public Relations Fundamentals
The Real World of Fashion Public Relations
Public Opinion and the Media
Setting Up a Public Relations Campaign
Defining Public Relations Audiences
Setting Up Public Relations Campaign Goals and Objectives
Formulating, Modifying, and Selecting Public Relations Methods
Developing Public Relations Stories
Implementing the Public Relations Method and Creating a Media Angle
Strategic Public Relations Tools
Obtaining and Handling Media Coverage
Media Relations
Community Relations and Nonprofit Organizations
Executive Functions and Duties
Productivity, Budgeting, and Cost Accountability
Crisis Management
Administration
