Public relations

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Title:

Public relations

Author:

Gordon, Averill.

ISBN:

9780199565740

Personal Author:

Gordon, Averill.

Publication Information:

Physical Description:

xxi, 400 pages : color illustrations ; 25 cm

Contents:

pt. A. The PR framework -- The evolution of public relations -- Public opinion and communication models -- Media theory and news -- pt. B. Developing a PR campaign -- Intelligence gathering -- Publics -- Goals, objectives, and strategy -- Implementation and budgeting -- Evaluation -- PR communications for business -- pt. C. The broader context -- Issues and crisis management -- Ethics, legalities, and corporate responsibility -- Online PR -- Public relations trends.

Abstract:

"Ideal for students with little or no background in the subject, Public Relations provides a fresh and lively introduction that relates PR theory to real-world practice. The book opens with an introduction to the conceptual framework of public relations, describing how the field evolved and discussing major PR and communications theories. Moving on to show how to develop a PR campaign using the tools of the trade, the book closes with a look at broader topics, including issues and crisis management; ethics, legalities, and corporate responsibility; online public relations; and industry trends." --Publisher escription.

Subject Term:

Public relations.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIESDN	1:GEN-BOOK	000110808	659.2 GOR	1	Searching... Unknown

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Summary

This introduction to PR provides a grounding in fundamental theory and relates it to real-world practice. The standard chapter structure, with content presented in bite-sized chunks, allows students to navigate the text easily to organize their learning. The fresh approach and lively writing style provide an accessible text perfect for students new to the subject area.An introduction to the conceptual framework for the subject considers how public relations evolved and the major theories of PR and communications. The practical approach is then developed through exploration of how to develop a PR campaign using the tools of the trade. Finally, the book examines broader topics such as issues management and PR specialisms.Public Relations is written by a former practitioner who uses her experience to produce a wide range of 'Application to Industry' case studies to show real-life PR in action. Each chapter also features 'PR Tools' to demonstrate the effective use of a particular technique. Interviews with practitioners give insight into the operation of the PR industry and round-off the practical approach of the text.The book is accompanied by an Online Resource Centre, which includes:For students: * Progress tests comprising multiple choice and true-false questions.* Full versions of the case studies appearing in the book.* Weblinks.* Online glossary of terms (taken from the book).* Links to profiles of PR companies and PR departments - a diverse selection have been chosen.* Learning skills portfolio comprising an outline and definition of skills needed in industry with guidelines on their development, with exercises to enable application of these.For lecturers:* Instructor's manual (provides lesson plans for each chapter, explaining the key points and how to incorporate the exercises). * PowerPoint slides outlining the main aspects of the chapter and providing images and diagrams.* Summary quizzes in the form of multiple choice/true-false questions and indicative answers, which act as progress tests* Exercises which include briefs and marking criteria for presentations, press release writing, event planning and proposals, with marking criteria to encourage interactive study and peer marking. * Suggestions for active learning games, such as role playing which help students assimilate knowledge, with a list of instructions to the format of the game.* Discussion points for use in seminars which help stimulate interest and encourage students to link the theory to industry. * Practice examination questions for each part of the book with indicative answers.* Test Bank Material