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This is PR: The Realities of Public Relations International ed of 10th revised ed [Mīkstie vāki]

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  • Formāts: Paperback / softback, 432 pages, height x width x depth: 251x201x18 mm, weight: 795 g, Illustrations
  • Izdošanas datums: 01-Mar-2009
  • Izdevniecība: Wadsworth Publishing Co Inc
  • ISBN-10: 0495569054
  • ISBN-13: 9780495569053
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This is PR: The Realities of Public Relations International ed of 10th revised edPalielināt
  • Formāts: Paperback / softback, 432 pages, height x width x depth: 251x201x18 mm, weight: 795 g, Illustrations
  • Izdošanas datums: 01-Mar-2009
  • Izdevniecība: Wadsworth Publishing Co Inc
  • ISBN-10: 0495569054
  • ISBN-13: 9780495569053
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780495569053.html
Ideal for the beginning student or the experienced public relations practitioner, THIS IS PR: THE REALITIES OF PUBLIC RELATIONS, International Edition covers the world of public relations with a strong emphasis on fundamentals such as history and research, as well as emerging issues such as technology, ethics, and the international aspects of public relations. With numerous examples, strategies, tactics, and case studies, you'll have resources you can take away from the classroom.
Part One Public Relations: Role, Origins and Trends Affecting the Future
PR Roles and Specialties
1(20)
What Is Public Relations?
2(1)
Organizational Role and Function: 10 Basic Principles
2(2)
PR and Related Activities
4(1)
The Job of the PR Practitioner
5(6)
The Function of Public Relations in Business and Society
11(10)
PR's Origins and Evolution
21(34)
Seeking the PR ``Source Spring''
22(3)
The Beginnings of PR in the USA, 1600-1799
25(1)
Communicating/Initiating: The Era of Press Agentry and Publicity, 1800-1899
26(4)
Reacting/Responding: The Time of Reporters-in-Residence, 1900-1939
30(5)
Planning/Preventing: The Growth of PR as a Management Function, 1940-1979
35(6)
Professionalism: PR in the Era of Global Communication, 1980-Present
41(14)
Trends in PR
55(10)
Cultural Influences on PR
56(3)
Technology's Impact on Strategy and Tactics
59(6)
Part Two Research for PR
Research: Planning, Processes and Techniques
65(28)
The Basics: Record Keeping and Retrieving
66(1)
Finding and Using Research Resources
66(2)
Using Research for Planning and Monitoring
68(3)
Using Research to Plan and to Evaluate Outcomes
71(1)
Informal Research
72(3)
Formal Research
75(7)
Audience Information
82(6)
Research and Problem Solving
88(5)
Publics and Public Opinion
93(24)
Identifying and Describing Publics
94(5)
Issues: Identification, Monitoring, Evaluation and Management
99(2)
Issues and the Role of the PR Practitioner
101(5)
Perceptions and Public Opinion
106(4)
Public Opinion Research and Public Relations
110(7)
Part Three Theory, Ethics and Laws Affecting PR Practice
Theoretical Underpinnings for PR
117(30)
Origins in Sociology and Psychology
118(1)
Organizational Theory
118(2)
Communication Theories, Three Models
120(1)
Persuasion and Change
121(9)
A Way to Look at Media: Source, Message, Source+Message, Media, Receivers
130(17)
PR Ethics and Responsibilities
147(26)
Complexities in Ethical Decision Making
150(9)
Responsibility in Advertising and Sponsorships
159(3)
Responsibility in Publicity
162(5)
Individual Responsibilities
167(6)
PR and the Law
173(36)
The Liabilities of Practicing PR
174(5)
Government Regulations
179(9)
Court Rulings and Legal Responsibilities
188(16)
Revisiting the Hypotheticals
204(5)
Part Four PR in Action
Strategic Management in PR Practice
209(18)
PR's Role in the Organizational Structure as Part of the Management Team
209(6)
Issue Monitoring and Managing for Organizations
215(1)
Planning and Managing PR Work
216(11)
Communication Channels and Media
227(28)
Choosing the Medium
228(1)
Choosing the Message---Advertising and Publicity
228(13)
Traditional Hybrids: Direct Mail and 900 Phone Numbers
241(10)
Developing Hybrids
251(4)
Tactics and Techniques: Details That Make PR Strategy Work
255(44)
Advertising
255(5)
Publicity and Publications
260(14)
Publicity through the Mass Media
274(12)
On the Job with Media People
286(6)
Goofs and Glitches
292(1)
Talking Back and Correcting
293(6)
Campaigns
299(16)
Types of Campaigns
299(1)
Characteristics of Successful Campaigns
300(1)
Planning a Campaign
301(3)
Implementing the Campaign
304(1)
Evaluating the Campaign
305(1)
Campaign Outline
306(1)
Changing Behavior
307(4)
Government Campaigns
311(4)
Crisis and Credibility
315(28)
Anticipating a Crisis
316(8)
Dealing with a Crisis
324(17)
Recovery and Evaluation
341(2)
Public Relations Practice and a Worldview
343(12)
Global Variables Affecting PR Practice
345(1)
Political Ideology and PR Practice
345(2)
Economic Systems/Levels of Economic Development and PR Practice
347(1)
Levels of Activism and PR Practice
347(1)
Culture and PR Practice
348(3)
Media Environment and PR Practice
351(1)
Conclusion
351(4)
Notes 355(22)
Glossary 377(24)
Index 401