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Think Public Relations

Год выпуска: 2012
Автор: Dennis L. Wilcox and Glen T. Cameron and Bryan H. Reber

Synopses & Reviews

Publisher Comments

THINK Currency. THINK Relevancy. THINK Public Relations.

The engaging visual design of THINK Public Relations provides an introduction to the field of public relations that successfully blends theory and practice in an easy-to-read format. Students are introduced to exciting and innovative public relations campaign examples in the contract of relevant theory and core concepts that they will need to succeed in the world of public relations. The authors offer a practical approach to the study of public relations and emphasize competition and conflict management, while providing a concise, comprehensive overview of the profession.

A better teaching and learning experience

This program will provide a better teaching and learning experiencefor you and your students. Heres how:

  • Personalize LearningMySearchLab delivers proven results in helping students succeed, provides engaging experiences that personalize learning, and comes from a trusted partner with educational expertise and a deep commitment to helping students and instructors achieve their goals.
  • Improve Critical ThinkingQuestions and cases throughout the text encourage students to think critically about public relations topics.
  • Engage StudentsAn appealing visual design and real-world applications engage students in the material.
  • Apply Ethics Feature boxes introduce readers to the important ethical and legal issues facing public relations practitioners today.
  • Support InstructorsActivities and assessment in MySearchLab offer instructors supplemental materials to help their students succeed.

Note: MyMySearchLab with eText does not come automatically packaged with this text. To purchase MySearchLab, please visit:

www.mysearchlab.com or you can purchase a valuepack of the text + MySearchLab (at no additional cost): ValuePack ISBN-10: 0205916783 / ValuePack ISBN-13: 9780205916788

Synopsis

-- THINK Currency. THINK Relevancy. THINK Public Relations.

The engaging visual design of THINK Public Relations provides an introduction to the field of public relations that successfully blends theory and practice in an easy-to-read format. Students are introduced to exciting and innovative public relations campaign examples in the contract of relevant theory and core concepts that they will need to succeed in the world of public relations. The authors offer a practical approach to the study of public relations and emphasize competition and conflict management, while providing a concise, comprehensive overview of the profession.

A better teaching and learning experience

This program will provide a better teaching and learning experience for you and your students. Here s how:

  • Improve Critical Thinking Questions and cases throughout the text encourage students to think critically about public relations topics.
  • Engage Students An appealing visual design and real-world applications engage students in the material.
  • Apply Ethics Feature boxes introduce readers to the important ethical and legal issues facing public relations practitioners today.

"


About the Author

Dennis L. Wilcox, Ph.D., is professor emeritus of public relations and past director of the School of Journalism and Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America (PRSA), former chair of the PRSA Educators Academy, and past chair of the public relations division of Association for Education in Journalism and Mass Communication (AEJMC). Dr. Wilcox has written six books, including being the lead author of Public Relations Strategies and Tactics and Public Relations Writing and Media Techniques. His honors include PRSAs Outstanding Educator, the Xifra-Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest. He is active in the International Public Relations Association (IPRA) and a member of the Arthur W. Page Society, a group of senior communication executives. Dr. Wilcox regularly consults and gives lectures and workshops to students and professionals in a variety of nations.

Glen T. Cameron, Ph.D., is Gregory Chair in Journalism Research and founder of the Health Communication Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, award-winning conference papers, and books on public relations topics. A popular lecturer internationally, Dr. Cameron has received the Baskett-Mosse and Pathfinder awards for career achievement. The University of Missouri honored him in 2006 with the 21st Century Corps of Discovery Lectureship, which is given once each year by a globally recognized campus scholar. Dr. Camerons ongoing public relations experience includes his management of more than $42 million in external funding of health public relations projects from sources such as the National Institutes of Health, the National Cancer Institute, Missouri Foundation for Health, the U.S. Department of Agriculture, the Centers for Disease Control and Prevention, the U.S Department of Defense, and Monsanto. Whenever he can, Dr. Cameron enjoys the rivers and mountains of his native Montana as well as wild spots around the world.

Bryan H. Reber, Ph.D.,is associate professor of public relations at the University of Georgia, Grady College of Journalism and Mass Communication. Dr. Reber teaches courses that offer an introduction to public relations, management, writing, and campaigns. On the graduate level, he teaches classes in topics including management, persuasion, campaign research, and public opinion. His research focuses on public relations theory, practice, pedagogy, and health communication and has been published in the Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Health Communication, Public Relations Review, and Journal of Broadcasting and Electronic Media. Dr. Reber regularly presents his research at national and international academic conferences. He is the co-author of two books: Gaining Influence in Public Relations and Public Relations Today: Managing Competition and Conflict. Dr. Reber worked for 15 years in public relations at Bethel College, Kansas. He has conducted research for the Sierra Club, Ketchum, and the Georgia Hospital Association, among others.

Jae-Hwa Shin, Ph.D., Mph.,is associate professor in the School of Mass Communication and Journalism at the University of Southern Mississippi. Dr. Shin is widely recognized as a prolific researcher in the field of public relations and has actively participated in the emerging development of public relations theory.

She co-authored Public Relations Today: Managing Conflict and Competition, a text that incorporates her research, teaching, and professional experience. In addition, she has published her research in peer-reviewed journals such as Public Relations Review, Journalism & Mass Communication Quarterly, Science Communication Journal, and Journal of Communication in Health Care. Dr. Shin is an active presenter at national and international conferences such as those sponsored by the International Communication Association, National Communication Association, and Association for Education in Journalism and Mass Communication. Prior to her teaching at the University of Southern Mississippi, she worked as the Public Relations Director for the Korea Economic Research Institute of the Federation of Korean Industries.


Table of Contents

In this Section:

1) Brief Table of Contents

2) Full Table of Contents

1) Brief Table of Contents

Chapter 1: What is Public Relations?

Chapter 2: Careers in Public Relations

Chapter 3: The Growth of a Profession

Chapter 4: Today's Practice: Departments and Firms

Chapter 5: Research and Campaign Planning

Chapter 6: Communication and Measurement

Chapter 7: Public Opinion and Persuasion

Chapter 8: Managing Competition and Conflict

Chapter 9: Ethics and the Law

Chapter 10: Reaching Diverse Audiences

Chapter 11: The Mass Media

Chapter 12: The Internet and Social Media

Chapter 13: Events and Promotions

Chapter 14: Global Public Relations

Chapter 15: Corporate Public Relations

Chapter 16: Entertainment, Sports, and Tourism

Chapter 17: Government and Politics

Chapter 18: Nonprofit, Health, and Education


2) Full Table of Contents

Chapter 1: What is Public Relations?

Challenge of Public Relations

Global Scope

A Variety of Definitions

PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of Junk Food

Public Relations as a Process

The Components of Public Relations

Social Media in Action: Beware of Bamboozling Blogger

How Public Relations Differs from Journalism

How Public Relations Differs from Advertising

How Public Relations Differs from Marketing

Toward an Integrated Perspective: Strategic Communication

Summary

Questions for Review and Discussion

Tactics

Chapter 2: Careers in Public Relations

A Changing Focus in Public Relations

Personal Qualifications and Attitudes

PR Casebook: My Summer as a New York Fashion Intern

Organizational Roles

Social Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers

The Value of Internships

Salaries in Public Relations

The Value of Public Relations

Summary

Questions for Review and Discussion

Chapter 3: The Growth of a Profession

A Brief History of Public Relations

PR Casebook: Lee advises Rockefeller and the Coal Industry

Trends in Todays Practice of Public Relations

Social Media in Action: Diversity Shows Up in Social Media Use

A Growing Professional Practice

Professionalism, Licensing, and Accreditation

Summary

Questions for Review and Discussion

Tactics

Chapter 4: Today's Practice: Departments and Firms

Public Relations Departments

The Trend Toward Outsourcing

Public Relations Firms

Social Media in Action Firms Tweet to Self-Promote

PR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championship

Summary

Questions for Review and Discussion

Chapter 5: Research and Campaign Planning

The Four Essential Steps of Effective Public Relations

Research: The First Step

Social Media in Action: Measuring Social Media

Research Methods

Planning: The Second Step

PR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer Research

Summary

Questions for Review and Discussion

Tactics

Chapter 6: Communication and Measurement

Communication: The Third Step

Social Media in Action: Facebook Friends = Brain Power?

Measurement: The Fourth Step

Measurement of Message Exposure

Measurement of Audience Awareness, Attitudes and Action

PR Casebook: Dont be That Guy Campaign Fights Binge Drinking

Summary

Questions for Review and Discussion

Chapter 7: Public Opinion and Persuasion

What Is Public Opinion?

Opinion Leaders as Catalysts

The Role of Mass Media

The Role of Conflict

PR Casebook: Handguns in America

Persuasion in Public Opinion

Social Media in Action: Persuading Citizens to Join the U.S. Army

Factors in Persuasive Communication

The Limits of Persuasion

Summary

Questions for Review and Discussion

Tactics

Chapter 8: Managing Competition and Conflict

A New Way of Thinking: Conflict and Competition

The Role of Public Relations in Managing Conflict

It Depends: Factors That Affect Conflict Management

PR Casebook: Free Silva

The Conflict Management Life Cycle

Managing the Life Cycle of a Conflict

Social Media in Action: Social Media and the BP Oil Spill Crisis

Summary

Questions for Review and Discussion

Chapter 9: Ethics and the Law

What Is Ethics?

Professional Guidelines

Dealing with the News Media

Public Relations and the Law

PR Casebook: Facebook Campaign Raises an Ethical Ruckus

Employee Communications

Social Media in Action: Challenges Arise in Social Media Regulation

Copyright Law

Fair Use Versus Infringement

Trademark Law

Regulations by Government Agencies

Liability for Sponsored Events

Working with Lawyers

Summary

Questions for Review and Discussion

Tactics

Chapter 10: Reaching Diverse Audiences

The Nature of the Public Relations Audience

Age Group Audiences

PR Casebook: Reaching Emerging Youth and Male Audiences

Gender/Lifestyle Audiences

Social Media in Action: A Comfortable Discussion or Too Much Information?

Ethnically Diverse Audiences

Global Audiences

Matching the Audience with the Media

Summary

Questions for Review and Discussion

Chapter 11: The Mass Media

News Releases

Media Advisories, Fact Sheets, Media Kits, and Pitch Letters

PR Casebook: Saving the Arctic with Iconic Brand Mascots

Interviews with Journalists and News Conferences

The Media Party and the Media Tour

The Reach of Radio and Television

Social Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSA

Summary

Questions for Review and Discussion

Chapter 12: The Internet and Social Media

The Internet

Leveraging the Power of the Internet

Webcasts, Podcasts, and Wikis

Social Media

PR Casebook: American Airlines Soars and Penn State Crashes

The Rising Tide of Mobile-Enabled Content

Social Media in Action: On Campus and In the Kitchen

Summary

Questions for Review and Discussion

Tactics

Chapter 13: Events and Promotions

A World Filled with Meetings and Events

Group Meetings

Banquets

PR Casebook: Cars and Comedy Benefit Boys and Girls Clubs

Receptions and Cocktail Parties

Open Houses and Plant Tours

Conventions

Trade Shows

Social Media in Action: Are You A Mayor?

Promotional Events

Summary

Questions for Review and Discussion

Chapter 14: Global Public Relations

What Is Global Public Relations?

Public Relations Development in Other Nations

International Corporate Public Relations

Social Media in Action: Making the Most of Social Networks Around the World

Representing U.S. Corporations in Other Nations

PR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for Coke

Public Diplomacy

The Rise of NGOs

Opportunities in International Work

Summary

Questions for Review and Discussion

Tactics

Chapter 15: Corporate Public Relations

Managing Corporate Reputations

Media Relations

Customer Relations

Social Media in Action: LinkedIn as a Public Relations Tactic?

Employee Relations

Investor Relations

Marketing Communications

PR Casebook: Macys Strives to Activate Millennials

Environmental Relations

Corporate Philanthropy

Summary

Questions for Review and Discussion

Chapter 16: Entertainment, Sports, and Tourism

Public Relations in Entertainment, Sports, and Tourism

Promoting a Personality

Social Media in Action: Celebrities Thrive or Crash in 140 Characters

Promoting an Entertainment Event

Sports Publicity

PR Casebook: Racing Sausages Win Fans Hearts

Travel Promotion

Summary

Questions for Review and Discussion

Tactics

Chapter 17: Government and Politics

Government Public Relations

Public Information and Public Affairs

The Federal Government

State Governments

Local Governments

Government Relations by Corporations

PR Casebook: A Short History of Government Efforts to Promote Nutrition

Lobbying

Election Campaigns

Social Media in Action: Seeing the Light: Social Media in Politics

Summary

Questions for Review and Discussion

Chapter 18: Nonprofit, Health, and Education

The Role of Public Relations in Nonprofit, Health, and Education Organizations

Fund-Raising

Membership Organizations

Advocacy Groups

PR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackeys Position on Healthcare

Social Service Organizations

Health Organizations

Educational Organizations

Summary

Questions for Review and Discussion

Tactics



  Все книги
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