Key concepts in public relations / Franklin, Bob, 1949-

Key concepts in public relations / Cain, Sandra.

-- 3. The Concept of Strategy -- 4. The Three Management Levels of Strategic Communication -- 5. Ethics

practitioner -- Public relations theories and concepts -- Public relations theories: an overview -- Strategic

-- Concept -- Purpose and object -- Giving shape to information -- Rules -- Accuracy -- Active voice -- Style

-of-mouth marketing that spreads rapidly -- is now mainstream, but some of its concepts are still catching on in the

-- Features for Print and Broadcasting -- Message Design Concepts -- Writing Advertising Copy -- Writing for

Key concepts in integrated marketing communication (IMC) -- The place of public relations in the

PART I: CONCEPTS, PRACTITIONERS, CONTEXTS, AND ORIGINS: Introduction to contemporary public