Cases in Public Relations Management by
Patricia Swann (Paperback - Feb 13, 2007). McGraw-Hill Humanities/Social Sciences/Languages;
1 edition (February 13, 2007).
Most case study textbooks
deconstruct prize-winning campaigns that show one path to meeting a challenge or an
opportunity. Cases in Public Relations Management uses recent cases with outcomes
that werent always successful and challenges students to think analytically,
strategically and practically. Each case is designed to encourage discussion, debate and
exploration of the options available to the strategic public relations manager today. Information
Developing the Public Relations
Campaign: A Team-Based Approach (2nd Edition) by Randy Bobbitt and Ruth Sullivan (Paperback - Jul 13, 2008). Allyn &
Bacon; 2 edition (July 13, 2008).
Developing the Public
Relations Campaign takes
you step-by-step through the process of developing a successful public relations campaign.
This text is designed for courses that use a team project approach rather than a
traditional lecture/note-taking model. This text introduces a three-step process of
planning, implementation, and evaluation that accurately describes the campaign
development process used in the real world. Practical exercises and case studies in every
chapter guide you through the development of your own public relations campaigns. Information
Effective Public Relations (9th Edition)
(Effective Public Relations) (Paperback) by Scott M. Cutlip, Allen H. Center and Glen M.
Broom. Prentice Hall; 9 edition (July 25, 2005).
This "bible" of the
public relations field continues in its role as the single most authoritative and
comprehensive text/reference for serious students of public relations. This revision
provides a comprehensive introduction to the theory and practice of public relations.
Rather than simply describing the practice, the text gives students a conceptual framework
for understanding the concepts, origins, principles, and theories underpinning this
emerging professional practice. Information
Encyclopedia of Public Relations by Robert
Lawrence Heath (Hardcover - Oct
12, 2004). Sage
Publications, Inc; 1 edition (October 12, 2004).
Some may view public
relations as the manipulation of public opinion, while others see it as the conduit for
successful communication between organizations and their clients. Regardless of one's
opinion, the Encyclopedia of Public Relations provides the facts, opinions, and
data for a thoughtful analysis of the profession. According to the editor, "this work
intends to provide an honest but positively biased treatment of public relations."
And so it does. Information
Ethics in Public Relations:
Responsible Advocacy by Kathy
R. Fitzpatrick and Carolyn Bronstein (Hardcover - May 12, 2006). Sage
Publications, Inc (May 12, 2006).
in Public Relations: Responsible Advocacy is the first book to identify
universal principles of responsible advocacy in public relations. In this engaging book,
editors Kathy Fitzpatrick and Carolyn Bronstein bring together prominent authorities in
the field to address theoretic and practical issues that illustrate the broad scope and
complexity of responsible advocacy in 21st-century public relations. The collection
explores such matters as the fragile line between ethical and legal public relations
practices, ethical challenges in building relationships with increasingly diverse publics,
the requirements of ethical advocacy online, ethical accountability in organizational
settings, the special ethical obligations of nonprofit groups, and ethical mandates in
cross-border public relations. Information
Exploring Public Relations by
Ralph Tench and Liz Yeomans (Paperback - May 28, 2006). Prentice Hall; 1 edition (May 28, 2006).
Public Relations is the
definitive academic text on public relations. Guiding you through the subject, it builds
your knowledge and understanding with a practical, no-nonsense approach. Information
International and Intercultural Public Relations: A
Campaign Case Approach by Michael Parkinson and Daradirek
"Gee" Ekachai (Hardcover - Jul 2, 2005). Allyn & Bacon (July 2, 2005).
Intercultural Public Relations provides a format for analyzing
public relations campaigns and then applies it in 19 case studies written by public
relations scholars. This text uses both the case method and an analysis of public
relations campaigns to help students learn to apply concepts of planning, research, and
international or intercultural communication to the field of public relations. It is
appropriate for general public relations campaigns courses as well as those specifically
focused on intercultural or international public relations. Information
New Media and Public Relations by Sandra C. Duhe (Hardcover - Dec 30, 2007). Peter Lang
Publishing (December 30, 2007).
From Web sites to wikis, from
podcasts to blogs, Internet-based communication technologies are changing the way
todays public relations campaigns are conceived and carried out. New Media and
Public Relations charts this exciting new territory with real-life case studies that
explore some of the ways new media practices challenge and expand conventional thinking in
public relations. This comprehensive new volume charts the leading edge of public
relations research, drawing on insights from both scholars and practitioners to question
outdated models, discuss emerging trends, and provide numerous examples of how
organizations navigate the uncertainties of building mediated relationships. Global in
scope and exploratory in nature, New Media and Public Relations is an indispensable
reference for contemporary research and practice in the field, and essential reading for
undergraduate and graduate students in public relations and mediated communication. Information
Practice of Public Relations, The (10th Edition)
(Paperback) by Fraser P. Seitel. Prentice Hall; 10 edition
(August 6, 2006).
Long admired as the
practitioners Public Relations text, Seitel's The Practice of Public
Relations continues its tradition as the most visual, up-to-date and straightforward
principles text available. For the aspiring student of public relations to the veteran
professional seeking a refresher, Seitel's text leads the reader thru the evolution of the
practice, the preparation and process necessary to reach a variety of publics
and most importantly how to implement actual PR practice. Drawing on his own vast
professional experience, his role as a PR commentator on major U.S television networks
such as CNN, ABC and FOX, and his network of industry leaders, Public Relations faculty
and generations of PR professionals, Seitel presents the industry with dynamism and
Public Relations: A Values-Driven
Edition) by David W. Guth and Charles Marsh (Paperback - Feb
2, 2008). Allyn & Bacon; 4 edition (February 2, 2008).
This text provides an
introduction to the dynamic, growing, and honorable profession of public relations as it
relates to a broader social context. Grounded in public relations theory and traditions,
this fourth edition continues to appealto students through lively anecdotes, an informal
writing style, and a very reasonable price. Information
Public Relations: Strategies and
Edition) by Dennis L. Wilcox and Glen T. Cameron (Hardcover - Feb
16, 2008). Allyn & Bacon; 9 edition (February 16, 2008).
Grounded in scholarship, this
ninth edition includes landmark case studies to help students relate relevant public
relations theory to the actual practice of public relations. Written in a disarming and
accessible style, this edition focuses on the application of technology and encourages
students to think about creative uses of new media. Information
Public Relations Cases by
Jerry A. Hendrix and Darrell C. Hayes (Paperback - May 3, 2006). Wadsworth
Publishing; 7 edition (May 3, 2006).
Primarily using Public
Relations Society of America award-winning cases, PUBLIC RELATIONS CASES presents a clear
theoretical grounding in the major areas of public relations. Using the ROPE process model
(research, objectives, programming, and evaluation), the authors keep students focused on
the strategic elements of exemplary communications campaigns. The case studies provide
glimpses into best practices for public relations campaigns as recognized by professionals
in the field. The cases all use a strategic communications model where clearly defined
objectives are based on sound research and good audience analysis, followed by creative
tactics that are evaluated for their effectiveness. Information
Public Relations Practices: Managerial Case Studies
and Problems (7th Edition) by Allen H. Center, Patrick Jackson,
Stacey Smith, and Frank Stansberry (Paperback - Nov 19, 2007). Prentice
Hall; 7 edition (November 19, 2007).
Written by two of the most
respected and honored individuals in the field, this definitive casebook of actual
real-life public relations situations serves as a reference and guidebook for helping
public relations professionals apply effective, cutting-edge public relations theories,
principles, and practices to a wide variety of situations --involving all types and sizes
of organizations. Information
Public Relations Today: Managing
Competition and Conflict by Glen T.
Cameron, Dennis L. Wilcox, Bryan H. Reber, and Jae-Hwa Shin (Paperback - Oct 4, 2007). Allyn &
Bacon; 1 edition (October 4, 2007).
This text takes a
brief, problem-solving approach, combining the insights of public relations experts Glen
Cameron and Dennis Wilcox with the fresh voices of two of the fastest rising stars of
public relations education, Bryan Reber and Jae-Hwa Shin. Information
Public Relations Writing: Form
(with Errata Sheet) by Doug Newsom and Jim Haynes (Paperback - Sep
4, 2007). Wadsworth Publishing; 8 edition (September 4, 2007).
PUBLIC RELATIONS WRITING:
FORM AND STYLE combines the practical approach of a trade book with the fundamental
principles and theories of Public Relations to provide you with the essential techniques
and methods needed to write with understanding and purpose. This text guides you through a
logical progression of PR writing, starting with an explanation of how this kind of
writing is unique and by exploring the legal and ethical obligations. The writing
principles section, which covers both style and techniques, is followed by Public
Relations writing assignments that you'll likely have to do in your early jobs: emails,
memos, letters, reports and proposals, backgrounders and position papers. Writing for mass
media and the more complex public relations writing functions, including media kits, media
pitches, print and online newsletters, brochures, magazines, including those online, and
annual reports are also covered in this comprehensive guide. Information
Public Relations Writing and Media
Edition) by Dennis L. Wilcox (Paperback - Aug 21, 2004). Allyn &
Bacon; 5 edition (August 21, 2004).
This engaging and highly
effective guide is one of the most comprehensive and up-to-date PR writing books
available. This book thoroughly integrates new communication technologies-the Internet,
World Wide Web, Webcasting, etc.-and shows the many techniques on the horizon and
currently in use to reach a variety of audiences. An abundance of real-world examples and
illustrations showcase outstanding work by public relations professionals and provide
models for readers. Clearly-written and well-organized, this book places emphasis on the
"nuts and bolts" of daily work in public relations, providing step-by-step
procedures for creating and distributing a variety of successful public relations
materials. For public relations writers learning or honing their trade, and people with an
interest in public relations. Information
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