Fundamentals of public relations and marketing communications in Canada

著者

    • Carney, William Wray
    • Lymer, Leah-Ann

書誌事項

Fundamentals of public relations and marketing communications in Canada

William Wray Carney & Leah-Ann Lymer, editors

Pica Pica Press, an imprint of The University of Alberta Press, 2015

  • : pbk

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注記

Glossary of key terms: p. 471-485

"Further reading" at end of each chapter

Includes index

内容説明・目次

内容説明

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

目次

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

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