| Description |
1 online resource |
| Series |
The Basics |
|
Basics.
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| Contents |
Cover; Half Title; Title Page; Copyright Page; Table of Contents; Part I: Understanding Public Relations; 1. A First Look at Public Relations; What Public Relations Is Not; What Public Relations Is; The Benefits of Public Relations; The Publics of Public Relations; How Organizations Use Public Relations; Public Relations, Performance and Adaptation; Public Relations, Image and Reputation; Ethics and Professionalism; 2. Public Relations in Society; Historical Antecedents of Public Relations; Modern History of Public Relations; Public Relations Today; 3. Types of Public Relations |
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Strategic CounselingConsumer Relations; Employee Relations; Community Relations; Relations with Special Publics; Investor/Donor Relations; Public Affairs and Government Relations; Special Events and Promotion; Media Relations; Crisis Communication; 4. Practicing Public Relations; Writing Skills; Research Techniques; Communication Savvy; Part II: Public Relations Planning; 5. Public Relations Planning: Phase 1: Research; Step 1: Analyzing the Situation; Worksheet for Step 1: Analyze the Public Relations Situation; Planning Example for Step 1; Step 2: Analyzing the Organization |
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Worksheet for Step 2: Analyze the OrganizationPlanning Example for Step 2; Step 3: Analyzing the Publics; Worksheet for Step 3: Analyze Key Publics; Planning Example for Step 3; 6. Public Relations Planning: Phase 2: Strategy; Step 4: Establishing Goals and Objectives; Worksheet for Step 4: Establish Goals and Objectives; Planning Example for Step 4; Step 5: Formulating Action and Response Strategies; Worksheet for Step 5: Formulate Action and Response Strategies; Planning Example for Step 5; Step 6: Developing the Message Strategy; Worksheet for Step 6: Develop the Message Strategy |
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Planning Example for Step 67. Public Relations Planning: Phase 3: Tactics; Step 7: Selecting Communication Tactics; Worksheet for Step 7: Select Communication Tactics; Planning Example for Step 7; Step 8: Implementing the Strategic Plan; Worksheet for Step 8: Implement the Strategic Plan; Planning Example for Step 8; 8. Public Relations Planning: Phase 4: Evaluation; Step 9: Evaluating the Strategic Plan; Worksheet for Step 9: Evaluate the Strategic Plan; Planning Example for Step 9; Working the Plan; Appendix: Careers in Public Relations; Careers; Education; Job Search; Glossary |
| Summary |
Public Relations: The Basics is a highly readable introduction to one of the most exciting and fast-paced media industries. Both the practice and profession of public relations are explored and the focus is on those issues which will be most relevant to those new to the field:The four key phases of public relations campaigns: research, strategy, tactics and evaluation. History and evolution of public relations. Basic concepts of the profession: ethics, professionalism and theoretical underpinnings. Contempor |
| Notes |
Print version record |
| Subject |
Public relations.
|
|
Public Relations
|
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public relations.
|
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SOCIAL SCIENCE -- Media Studies.
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Public relations
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| Form |
Electronic book
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| ISBN |
9781135089672 |
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1135089671 |
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1299793045 |
|
9781299793040 |
|
9781135089740 |
|
1135089744 |
|
