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Cengage Advantage Books: Strategic Public Relations : An  Audience-Focused Approach

Cengage Advantage Books: Strategic Public Relations : An Audience-Focused Approach

ISBN 9780534637064
Edition 1
Publication Date
Publisher Cengage
Author(s)
Overview
Part 1: GETTING ORIENTED. 1. What Is Public Relations? 2. Who Are PR Practitioners? 3. Historical Perspective. 4. Strategy in Public Relations. Part 2: FOUNDATIONS OF PUBLIC RELATIONS. 5. Understanding Audiences. 6. Researching Effectively. 7. Adhering to Ethical Practices and Meeting Professional Standards. 8. Staying within Legal Bounds. 9. Understanding Public Relations Theory. Part 3: THE PROCESS OF STRATEGIC PUBLIC RELATIONS. 10. Discovery and Analysis. 11. Program Planning. 12. Campaign Implementation. 13. Program Evaluation and Campaign Follow-Up. Part 4: GUIDE TO PUBLIC RELATIONS TACTICS. 14. Written Tactics. 15. Spoken Tactics. 16. Visual Media and Interactive Media Tactics. Part 5: PUBLIC RELATIONS PRACTICE IN CONTEXT. 17. Corporate Sector. 18. Nonprofit Sector. 19. Politics and Government. 20. International Public Relations.
Overview
Part 1: GETTING ORIENTED. 1. What Is Public Relations? 2. Who Are PR Practitioners? 3. Historical Perspective. 4. Strategy in Public Relations. Part 2: FOUNDATIONS OF PUBLIC RELATIONS. 5. Understanding Audiences. 6. Researching Effectively. 7. Adhering to Ethical Practices and Meeting Professional Standards. 8. Staying within Legal Bounds. 9. Understanding Public Relations Theory. Part 3: THE PROCESS OF STRATEGIC PUBLIC RELATIONS. 10. Discovery and Analysis. 11. Program Planning. 12. Campaign Implementation. 13. Program Evaluation and Campaign Follow-Up. Part 4: GUIDE TO PUBLIC RELATIONS TACTICS. 14. Written Tactics. 15. Spoken Tactics. 16. Visual Media and Interactive Media Tactics. Part 5: PUBLIC RELATIONS PRACTICE IN CONTEXT. 17. Corporate Sector. 18. Nonprofit Sector. 19. Politics and Government. 20. International Public Relations.

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