Fundamentals of Public Relations and Marketing Communications in Canada

Carney, William Wray (EDT)/ Lymer, Leah-Ann (EDT)

University of Alberta Press (CA)（2015/05発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 536 p.
• 言語 ENG
• 商品コード 9781772120448
• DDC分類 658.800971

Full Description

Experts in public relations, marketing, and communications have created the most comprehensive textbook specifically for Canadian students and instructors. Logically organized to lead students from principles to their application-and generously supplemented with examples and case studies-the book features chapters on theory, history, law, ethics, research methods, planning, writing, marketing, advertising, media, and government relations, as well as digital, internal, and crisis communications. Chapters open with learning objectives and conclude with lists of key terms, review and discussion questions, activities, and recommended resources. Fundamentals of Public Relations and Marketing Communications in Canada will be essential in post-secondary classes and will serve as a valuable reference for established professionals and international communicators working in Canada. Contributors: Colin Babiuk, Sandra L. Braun, Wendy Campbell, John E.C. Cooper, Marsha D'Angelo, Ange Frymire Fleming, Mark Hunter LaVigne, Danielle Lemon, Allison G.
MacKenzie, Sheridan McVean, Charles Pitts, David Scholz, Jeff Scott, Charmane Sing, Amy Thurlow, Carolyne Van Der Meer, Ashleigh VanHouten, Cynthia Wrate, and Anthony R. Yue. Sponsor: Hill + Knowlton Strategies

Contents

Foreword
Acknowledgements
Introduction

UNIT ONE: THE ESSENTIALS
1 An Overview of Public Relations in Canada // Charles Pitts
2 A Brief History of Public Relations in Canada // Amy Thurlow and Anthony R. Yue
3 Communications and Marketing Law in Canada // Danielle Lemon and Charmane Sing
4 Ethics: Living Your Professional Values // Allison G. MacKenzie
5 Communications Theory and Application // Colin Babiuk

UNIT TWO: MARKETING
6 Marketing: An Overview // Ashleigh VanHouten
7 The Changing World of Marketing Communications // Marsha D'Angelo
8 Research Methods // David Scholz and Carolyne Van Der Meer
9 The Communications Plan // Ange Frymire Fleming

UNIT THREE: ELEMENTS OF PUBLIC RELATIONS AND
MARKETING COMMUNICATIONS
10 Writing for Public Relations // Sandra L. Braun
11 Advertising: A Primer for Public Relations // Cynthia Wrate
12 Proactive Media Relations // Mark Hunter LaVigne
13 Digital Communications // Jeff Scott
14 Government Relations // Sheridan McVean
15 Internal Communications // Wendy Campbell
16 Crisis Communications // John E.C. Cooper

Appendix A: Sample Communications Plan
Appendix B: Tips for Media Interviews
Glossary of Key Terms
Contributors
Index