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Public relations Averill Elizabeth Gordon

By: Material type: TextTextPublication details: Oxford : Oxford University Press, c2011.Description: xxi, 400 p. : col. ill. ; 25 cmISBN:
  • 9780199565740
  • 0199565740
Subject(s): DDC classification:
  • 659.2 22
Contents:
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
Summary: 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
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 659.2 GO PU (Browse shelf(Opens below)) Available T0013799
REGULAR University of Wollongong in Dubai Main Collection 659.2 GO PU (Browse shelf(Opens below)) Available T0013800
REGULAR University of Wollongong in Dubai Main Collection 659.2 GO PU (Browse shelf(Opens below)) 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

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