Public relations
By: Gordon, Averill Elizabeth
Material type:
BookPublisher: Oxford : Oxford University Press, c2011.Description: xxi, 400 p. : col. ill. ; 25 cm.ISBN: 9780199565740; 0199565740Program: MMC930Subject(s): Public relations | Communications theories | Corporate responsibilityDDC classification: 659.2 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 659.2 GO PU (Browse shelf) | Available | T0013799 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 659.2 GO PU (Browse shelf) | Available | T0013800 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 659.2 GO PU (Browse shelf) | Available | T0042180 |
Includes bibliographical references and index
MMC930
This introduction to PR relates fundamental theory to real-world practice through case studies, PR tools and interviews with practitioners. The chapter structure uses bite-sized chunks of content to help organize learning. The fresh approach and lively writing style provide an accessible text perfect for students new to the subject area
PART A: THE PR FRAMEWORK ; 1. The evolution of public relations ; 2. Public opinion and communication models ; 3. Media theory and news ; PART B: DEVELOPING A PR CAMPAIGN ; 4. Intelligence gathering ; 5. Publics ; 6. Goals, objectives and strategy ; 7. Implementation and budgeting ; 8. Evaluation ; 9. PR communications for business ; PART C: THE BROADER CONTEXT ; 10. Issues and crisis management ; 11. Ethics, legalities and corporate responsibility ; 12. Online public relations ; 13. Public relations trends