PR Today: The Authoritative Guide to Public Relations

ISBN-13: 9781137495686 / Angielski / Miękka / 2015 / 320 str.

Trevor Morris; Simon Goldsworthy

Opis

Whether you're a student of public relations, someone who hopes to break into one of today's most popular growth industries or someone who wants to understand PR better, this book is for you.
The new and fully-updated second edition of this acclaimed textbook takes account of the rapid change in the PR industry, including a thoroughly revised and expanded chapter on digital PR. It offers a guide to public relations, spanning all aspects of PR work, including fashion, events management, crisis communications, politics, celebrity PR and corporate communications. It combines essential practical guidance with a thought-provoking analysis of this exciting but enigmatic industry, its ethical dilemmas and the role it plays in the contemporary world not least its controversial but crucial relationship with the media.
With a wealth of international examples, PR Today offers a fresh, lively and realistic perspective on its subject, based on the authors' rare combination of top level experience, insider knowledge and years of teaching and writing about PR.
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Recenzje

'If you read just one book on PR, read this. In an industry full of self-important bogus theory and pretension, Morris and Goldsworthy tell it how it really is. Worth more than any number of lectures. Buy it.' - Francis Ingham, Director General , Public Relations Consultants Association and Chief Executive, International Communications Consultancy Organisation.

'PR Today comes out with all guns blazing...this is the best PR textbook of the year. It is an excellent read and will be core reading for most of my modules.' - Philip Young, Mediations/University of Sunderland

'PR Today is the most concise handbook on current PR industry, equipping those entering the PR world with a `survival toolbox`. It is an eye opener for anybody curious about PR.' - Beata Kviatek, Hanze University of Applied Sciences, the Netherlands

'Now updated, this book remains an indispensable guide for PR students, teachers and practitioners.' - Trish Evans, University of Westminster, UK

'I have used PR Today in my teaching since it was published and have found it an irreplaceable source. It is well structured, systematic and profound, but also easily accessible to students new to the field. The references to popular culture are particularly helpful in engaging students and encouraging a critical discussion and reflection, as are the practical examples and exercises; yet the strength of this book is that it manages to combine all this with thorough research and scholarship on the topic. The interviews included in this new edition are a valuable addition to an already excellent book.' - Sylvie Magerstädt, University of Hertfordshire, UK

Spis treści

PART I: THEORY AND ANALYSIS 1. Understanding Public Relations 2. PR Ethics 3. The Make-Up of the PR Industry 4. PR, Marketing and Advertising 5. Internal Communications 6. Lobbying, Political and Government PR 7. PR in the Online World 8. Corporate Social Responsibility 9. PR and the Law PART II: PLANNING AND STRATEGY 10. POSTAR: Positioning, Objectives, Strategy, Tactics, Administration, Results PART III: PRACTICE 11. Presenting, Pitching and Public Speaking 12. PR Media Skills 13. Event Management 14. Crisis Management PART IV: CONCLUSION 15. Public Relations: Into the Future.

O autorze

Trevor Morris is a Fellow of the Public Relations Consultants Association and holds the 'Mark Mellor Award for Outstanding Contribution to the PR Industry'. He was formerly the CEO of Chime Public Relations, and is a Visiting Professor at in London.

Simon Goldsworthy founded London's first MA programme in public relations in 2000, serving as course leader on postgraduate and undergraduate programmes at the University of Westminster. In 2014 he was appointed leader of the new MA in Advertising and Public Relations at the University of Richmond's Kensington Campus.