Marketing Public Relations

ISBN-13: 9780136082996 / Angielski / Miękka / 2009 / 312 str.

Gaetan T. Giannini

Opis

KEY BENEFIT Marketing Public Relations breaks from the norm by presenting public relations using a marketing, rather than a communications studies or journalism, approach. This text recognizes the similarities between PR, word-of-mouth, and social networking media and creates a framework for constructing marketing strategies that incorporate these highly credible and cost-effective tools.

KEY TOPICS An Introduction to Marketing Public Relations; Marketing Public Relations and the Marketing Communications Mix; Marketing Public Relations and the Organization it Serves; The MPR Framework - Objectives, Target, Connectors, Message & Measure; About the Media; Non-Media Connectors and Word-of-Mouth; Building a Connectors List; The Press Kit and Press Release; Selling the Story; Social Media; Events; Experts and Interviews; Crisis Management; Planning and Measuring

MARKET For readers interested in learning the theory and then how to apply it, in order to "do Marketing Public Relations" in the real world.