Discovering Public Relations (eBook)

An Introduction to Creative and Strategic Practices

Karen Freberg (Autor)

eBook Download: EPUB

2023 | 2., Second Edition
Sage Publications, Inc (Verlag)
978-1-0718-7826-2 (ISBN)

Inhalt

Part I: Foundations
Chapter 1: An Introduction to Public Relations
What Is Public Relations?
What Do We Do as PR Professionals?
How Do We Work With Professionals in Related Fields?
How Is Today’s PR Field Looking to the Future?
Chapter 2: Historical Contexts and Today’s Practices
How Do the Four PR Models Function?
Who Are the Notable Figures of Public Relations?
The Four Models Today: What Can Recent Campaigns Teach Us?
Why Study PR Practices, Research, and Theories?
Chapter 3: Ethics and The Law
What Are Ethics and Ethical Conduct?
What Codes and Best Practices Do We Follow?
Ethical Dilemmas: What Can Recent Campaigns Teach Us?
What Legal Matters Do We Need to Know About?
Chapter 4: Diversity, Equity, Inclusion, And Belonging
What Do Diversity, Equity, Inclusion, and Belonging Mean?
How Diverse, Equitable, and Inclusive Is Public Relations?
What Benefits Do Diversity, Equity, Inclusion, and Belonging Bring to Public Relations?
What Best Practices Can Make Public Relations More Diverse, Equal, and Inclusive?
Chapter 5: Research and Evidence-Based Practices
What Is Research? How Does It Function in Public Relations?
What Are Evidence-Based Practices for Research?
What Research Methods Do We Use in Public Relations?
What Are Best Practices for Conducting, Evaluating, and Applying Research?
Chapter 6: Branding
How Do We Support Clients’ Brands in Public Relations?
How Do You Create Your Own Personal Brand?
What Are Best Practices for Client and Personal Branding?
Chapter 7: Writing for Public Relations
What Does It Mean to Write for Public Relations?
What Types of Writing Do PR Professionals Compose?
What Are Helpful Tools for Writing in Public Relations?
Part II: Applications
Chapter 8: Strategic Campaigns
What Is a PR Campaign?
What Are the Models for Evaluating Campaigns?
How Does the Strategic Model Benefit Campaigns?
How Does the PESO Model for Media Promote Campaigns?
Chapter 9: Audiences and Relationship Management
How Do We Identify Audiences?
How Do We Interact With Traditional PR Audiences?
Who Are Today’s Key Audiences?
What Is Relationship Management?
Chapter 10: Creative Content
How Do We Create and Strategize Creative Content?
What Types of Content Are Best for Different Channels?
How Does Visual, Audio, and Multimedia Content Work?
What Are Best Practices for Creating Content?
Chapter 11: Crisis Communication
What Is a Crisis, and What Is Crisis Communication?
What Are the Stages of a Crisis?
What Message Strategies Are Effective in a Crisis?
What Are Best Practices for Working in Crisis Communication?
Chapter 12: Management and Business Acumen
What Do We Need to Succeed in a Business Setting?
Whom Do We Work With in the Business Setting?
What Common Goals Do We Pursue With Business and Management?
What Are Best Practices for Collaborating With Business and Management?
Chapter 13: Measurement and Evaluation
Why Are Measurement and Evaluation Important?
What Types of Measurement and Evaluation Do We Use?
What Methods Do We Use for Measuring and Evaluating?
What Metrics Do We Use to Evaluate a Campaign?
What Are Best Practices for Measurement and Evaluation?
Chapter 14: Careers
What Skills and Experiences Do We Need to Work in Public Relations?
What Types of Careers Does Public Relations Offer?
How Do We Decide Where to Work?
What Are Best Practices for Building a Career in Public Relations?
Chapter 15: Specializations
Reputation Management: What Is It? How Is It Done?
Influencer Marketing: What Is It? How Is It Done?
Global Public Relations: What is It? How Is It Done?
Social Media Public Relations: What Is It? How Is It Done?
Entertainment and Sports Public Relations: What Is It? How Is It Done?
Nonprofit Public Relations: What Is It? How Is It Done?
Politics Public Relations: What Is It? How Is It Done?
Part III: Summary
Chapter 16: The Future
Where Are We Headed? What Are the Opportunities and Obstacles?
What Have We Learned So Far?
What Are Best Practices for Advancing Your Future?

Produkt-Details

• Erscheint lt. Verlag: 13.11.2023
• Verlagsort: Thousand Oaks
• Sprache: englisch
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Journalistik
• Schlagworte: digital communication • Discovering Public Relations • Karen Freberg • PR • Public Relations • Social Media
• ISBN-10: 1-0718-7826-3 / 1071878263
• ISBN-13: 978-1-0718-7826-2 / 9781071878262