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Public Relations: The Complete Guide

Public Relations: The Complete Guide

          
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About the Book

With the rise of integrated marketing communications (IMC) and the decline of paid media, the importance of public relations is on the upswing. Companies are realizing the benefit of speaking with one voice in both paid media and nonpaid efforts. And as media rates continue to rise though response rates fall and potential buyers are less moved by what they view as sales messages - effective PR will only grow more vital. An excellent resource for professionals in every field, Public Relations: The Complete Guide provides a valuable hands-on reference for professionals ranging from midlevel marketing and sales managers to senior-level executives.

Table of Contents:
I. THE THEORY AND PRACTICE OF PUBLIC RELATIONS 1. Public Relations: Art or Science? 2. The Public Relations Plan 3. The Public(s) 4. Public Relations and the Marketing Mix 5. Focusing on the Message 6. Crafting an Image 7. Taking Stock: Understanding Investor Relations 8. Employee Relations: The Power Inside 9. Publicity: Imagination and Energy 10. Choosing a PR Agency 11. Public Relations and the Media 12. For the Good of the Cause: PR and Social Responsibility 13. Public Relations, Ethics, and the Culture of the Times 14. Strictly Speaking: Speechwriting, Speakers, Public Relations and the Pen 15. Crisis Management and PR 16. Measuring the Effectiveness of Public Relations II. PUBLIC RELATIONS PORTFOLIO Postscript Bibliography Index


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Product Details
  • ISBN-13: 9780324203042
  • Publisher: Cengage Learning, Inc
  • Publisher Imprint: South-Western
  • Height: 231 mm
  • No of Pages: 386
  • Series Title: English
  • Sub Title: The Complete Guide
  • Width: 152 mm
  • ISBN-10: 0324203047
  • Publisher Date: 02 Jul 2004
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Spine Width: 36 mm
  • Weight: 749 gr


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