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Pearson (Hersteller)
978-0-205-91303-9 (ISBN)
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--An interactive text for learning about public relations in the 21st century
Dynamic Public Relations: The 24/7 PR Cycle is interactive text for learning, collaborating, and developing the knowledge and social media skills necessary to succeed in public relations in the 21st century. The text incorporates recommendations from the 2006 Commission on Public Relations Education, including ethics and transparency, digital technology, global implications and diversity. The book is full of real-world scenarios, practices and opportunities for discussion and learning.
Learning Goals
Upon completing this book, readers will be able to:
Explore the exciting and rapidly changing public relations profession
Understand key concepts through the use of skill practices, personal development exercises, and real-world examples
Understand the role of digital technology in public relations
Dynamic Public Relations: The 24/7 Cycle is now available in an interactive eText! WithMyCommunicationLab, students gain access to an interactive eText and a suite of resources to help them experience and interact with public relations.
Students may purchase access directly from http://www.mycommunicationlab.com by using the following ISBNs: ISBN-10: 0205850987 / ISBN-13: 9780205850983.
Dynamic Public Relations: The 24/7 PR Cycle is also available in an on-demand, printed format from Pearson Learning Solutions. Visit http://www.pearsoncustomlibrary.com for more information.
Astrid Sheil, Ph.D., Assistant Professor of Communication Studies at California State University San Bernardino, is a former corporate communication/public relations executive, who has worked for two Fortune 500 companies and a global company in Helsinki, Finland. Her work experiences include government affairs, media and community relations, integrated marketing communication, internal communication, crisis communication, human resources, training and development, speech writing, publications, philanthropy, labor negotiations, investor relations, and managing a 10-person department with P & L responsibility. She holds a Ph.D. in Organizational Communication from the University of Tennessee, and B.S. in Foreign Service from Georgetown University in Washington, D.C. Michelle Violanti, Ph.D., is an Associate Professor of Communication Studies at the University of Tennessee, Knoxville. Prior to joining the faculty at Tennessee, she worked for the American Association of Retired Persons on their health care reform efforts. Her passion for research (and evaluation) has blossomed into a desire to make sure all of her students are equipped to be competent consumers of the research around them. She holds a Ph.D. from the University of Kansas. She received the Outstanding Educator award from the Tennessee Communication Association and her work has been published in the Journal of Applied Communication Research, Management Communication Quarterly, Communication Education, andCommunication Research Reports.
In this Section:
1) Brief Table of Contents
2) Full Table of Contents
1) Brief Table of Contents
Part I: Building a Solid Foundation
Chapter 1: What is Public Relations?
Chapter 2: The Origins and Development of Public Relations
Chapter 3: The Business of Public Relations
Chapter 4: Traditional Approaches to Public Relations
Chapter 5: Emerging Technologies & Tactics in Public Relations
Part II: Mastering the Nuts and Bolts
Chapter 6: Publics and Diversity
Chapter 7: Ethics
Chapter 8: Legal Issues
Chapter 9: Research and Evaluation
Part III: Taking it to the Streets
Chapter 10: Issues Management and Corporate Social Responsibility
Chapter 11: Consumers as Public Relations Agents
Chapter 12: Globalization, Culture, and Activism
Chapter 13: Crisis Communication
Chapter 14: Kick Start Your Career
2) Full Table of Contents
Part I: Building a Solid Foundation
Chapter 1: What is Public Relations?
In Their Own Words
The Big Picture
You and Public Relations
A Working Definition of Public Relations
Twenty Core Competencies for Public Relations Practitioners
Seven Important Qualities for Getting Ahead in PR
The Study of Public Relations
Chapter 2: The Origins and Development of Public Relations
The History of Public Relations: A Checkered Past
Key Individuals in Public Relations History: The Good, the Bad, and the Ugly
Modern Public Relations: Repeating the Past or Moving Forward?
Chapter 3: The Business of Public Relations
Public Relations—“Practice” or “Profession”?
Where Do PR Practitioners Work?
Career Paths
Professional Organizations
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Chapter 4: Traditional Approaches to Public Relations
In Their Own Words
The Big Picture
Classic Communication Theories
The Influence of Feminist Theory in Public Relations
The Importance of Planning: SMARTS
Tactics
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Chapter 5: Emerging Technologies & Tactics in Public Relations
In Their Own Words
The Big Picture
PR: Moving Forward
From Gate Keepers to Content Producers: Social Media Change Everything
Online Public Relations
Social Media and the Law
The Future of Social Media
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Part II: Mastering the Nuts and Bolts
Chapter 6: Publics and Diversity
In Their Own Words
The Big Picture
Publics
The Intersection between Public Relations and Diversity
Differences that Make a Difference, or Do They?
Communication Skills and Recognizing Diversity
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Chapter 7: Ethics
In Their Own Words
The Big Picture
Ethics: The Universal Moral Compass
Ethical Behavior: The Most Important Obligation of Public Relations
The Role of Perception: Tylenol and the Exxon Valdez
Ethics and Social Media
Professional Codes
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Chapter 8: Legal Issues
In Their Own Words
The Big Picture
PR, the Law, and Ethics
Rights and Restrictions Pertaining to Freedom of Speech
Additional Legal Issues Affecting PR Practice
Federal Agencies with Oversight of Communication Activities
The Court of Public Opinion and the Rise of Litigation PR
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Chapter 9: Research and Evaluation
In Their Own Words
The Big Picture
The Power of Observation
Planning
Data Collection
Data Analysis
Evaluating Research and Campaigns
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Part III: Taking it to the Streets
Chapter 10: Issues Management and Corporate Social Responsibility
In Their Own Words
The Big Picture
Why Reputation Matters
Issues Management
Corporate Social Responsibility
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Chapter 11: Consumers as Public Relations Agents
In Their Own Words
The Big Picture
The Power of Consumer PR
Creating a Word-of-Mouth Campaign
Evaluating a Word-of-Mouth Campaign
Ethics and Consumer PR
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Chapter 12: Globalization, Culture, and Activism
In Their Own Words
The Big Picture
What is Globalization?
The Importance of Cultures and Subcultures in Global Public Relations
The Rise of the Social Activist in Public Relations
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Chapter 13: Crisis Communication
In Their Own Words
The Big Picture
Crises Communication
Anatomy of a Crisis
Stages of a Communication Plan
Social Media—The Game Changer in Crisis Communication
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
Chapter 14: Kick Start Your Career
In Their Own Words
The Big Picture
What Do Employers Want?
The Theory of Flow
Classes to Consider
Public Relations Student Society of America (PRSSA).
Case Study—Breaking into the Music Industry
Epilogue
Flashcard Summary
Activities
Build Your Knowledge
Key Terms
| Erscheint lt. Verlag | 31.10.2012 |
|---|---|
| Sprache | englisch |
| Gewicht | 36 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-205-91303-2 / 0205913032 |
| ISBN-13 | 978-0-205-91303-9 / 9780205913039 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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