PR today : the authoritative guide to public relations
著者
書誌事項
PR today : the authoritative guide to public relations
Palgrave Macmillan, 2012
- : pbk
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Summary: A comprehensive textbook, from an established and high profile author team, which offers full coverage of PR theory and strategies, but also gives very practical guidance for anyone in a PR role. The broad coverage tackles the tough issues in the industry, and international case studies are used to demonstrate real-world scenarios
Includes bibliographical references and index
内容説明・目次
内容説明
Whether you're a student of public relations, someone who hopes to break into one of today's most popular growth industries or someone who wants or needs to understand PR better, this book is for you. PR Today is a new and comprehensive guide to public relations, spanning all aspects of PR work, from fashion to government and from celebrity PR to corporate communications and digital PR. It combines essential, up-to-date and hands-on practical guidance on PR, including individual and group exercises, with thought-provoking analysis of this exciting but enigmatic industry, its ethical dilemmas and the role it plays in the contemporary world - not least its controversial but vital relationship with the media. With many international examples and specially commissioned contributions from leading experts from around the world, PR Today offers a fresh, lively and realistic perspective on its subject, based on the authors' rare combination of top level experience, insider knowledge and years of teaching and writing about PR in many countries.
目次
Preface Acknowledgements Guided Tour Understanding PR PR Ethics The Make-up of the PR Industry How to Present a PR Proposal PR Media Skills PR Events PR in the Online World Internal Communications Crisis Management Corporate Social Responsibility PR and Ethics PR and the Future Further Reading Glossary
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