Public Relations: A Practical Approach

ISBN-13: 9781352002782 / Angielski / Miękka / 2018 / 258 str.

Ellen Gunning

Opis

Now in its third edition, this core textbook provides students with a highly engaging and accessible introduction to the world of PR, covering diverse topics such as event planning, press releases, crisis management, ethics, managing your own PR agency and how to use social media effectively.

Spis treści

1. An Appreciation of Public Relations.- 2. Ethics.- 3. Objectives, Publics & Techniques.- 4. PR & The Media.- 5. Creating Content.- 6. Storytelling.- 7. Event Management.- 8. Structure & Management of Consultancy & In-House Departments.- 9. Preparing and Delivering a PR proposal.- 10. Sponsorship.- 11. Corporate Social responsibility.- 12. Crisis PR.- 13. Political PR.- 14. The future of PR.

O autorze

Ellen Gunning MA, MIAPR, FPRII, NUJ is a director of the Irish Academy of Public Relations, a specialist communications college, and has over 25 years' experience of teaching PR, journalism, event management and Social Media marketing in 6 languages across 50 countries.

Blurb

Now in its third edition, this core textbook provides students with a highly engaging and accessible introduction to the world of PR, covering diverse topics such as event planning, press releases, crisis management, ethics, managing your own PR agency and how to use social media effectively. The author draws on over 25 years of hands-on experience as a PR practitioner and lecturer to provide cutting-edge and insightful examples and debates relating to key contemporary issues, from Twitter-storms and whistleblowing, to the Ebola crisis and media relations in the White House. With information drawn from a wide range of international experts, the book offers case studies that cross continents and cover small, local and large multinational organisations, resulting in a truly global perspective. This new third edition has been comprehensively revised and updated throughout, equipping readers with the practical skills they need to succeed as a PR professional in the twenty-first century.

Public Relations: A Practical Guide is a must-have companion for all those studying practitioner courses on Public Relations taught and accredited by PR professional organisations. It will be also be an essential textbook for undergraduate and postgraduate students studying introductory Public Relations modules at universities.

Key features for this new edition include:

·         A more international perspective, illustrated by up-to-date case studies covering companies such as Pepsi, Samsung and United Airlines, and countries including, Germany, India, Nigeria, Greece and Ireland

·         A companion website featuring a series of videos and master classes created by the author and the Irish Academy of Public Relations, covering key topics found in the book, including event management, journalism and photocalls

·         A new and enhanced pedagogical framework, offering chapter introductions, practical case studies and ‘What You’ve Learned’ sections at the end of each chapter

·         A practical approach to the topic, offering a hands-on guide for all students and practitioners of public relations

·         Extensively updated from the second edition to include increased coverage of  social media and the latest PR practices

A lucid and gripping writing style combined with a concise and user-friendly structure.

Ellen Gunning MA, MIAPR, FPRII, NUJ is a director of the Irish Academy of Public Relations, a specialist communications college, and has over 25 years’ experience of teaching PR, journalism, event management and Social Media marketing in 6 languages across 50 countries.