Author : Ken Kerrigan
Publisher : Emerald Group Publishing
Page : 120 pages
File Size : 26,24 MB
Release : 2020-08-17
Category : Business & Economics
ISBN : 1839095962
In an era of fake news and diminishing trust, it’s time to ask exactly what our future in public relations will be. Aimed primarily at communications management professionals, Our Future in Public Relations delves into whether public relations are dead, or rather more important than ever before as a driver of purpose-driven organizations.
Author : Elizabeth L. Toth
Publisher : Routledge
Page : 656 pages
File Size : 11,15 MB
Release : 2009-03-04
Category : Business & Economics
ISBN : 1135250693
The Future of Excellence in Public Relations and Communication Management brings together a stellar collection of public relations scholars to address the question: What will happen to continue the seminal theory building in public relations, bolstered by the work of James E. Grunig and Larissa A. Grunig, and the groundbreaking 1992 IABC Excellence Study examining best practices in the field? This volume presents a challenge to future researchers, encouraging consideration of other theoretical research problems that will lead to improving the management practice of public relations. This collection advances scholarly and practitioner understanding of excellence in public relations and communication management, and as such, public relations and communications scholars, in addition to practitioners and graduate students studying these areas, will benefit immensely by reading the work in this volume.
Author : Nripendra P. Rana
Publisher : Springer Nature
Page : 337 pages
File Size : 20,5 MB
Release : 2019-11-11
Category : Business & Economics
ISBN : 3030243745
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author : Iliyana Stareva
Publisher : John Wiley & Sons
Page : 188 pages
File Size : 49,63 MB
Release : 2018-04-16
Category : Business & Economics
ISBN : 1119462274
The digital era’s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency’s business. Today’s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel “marketed to;” we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients’ interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today’s PR agencies a new way to build brands, evaluate performance and track ROI. The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it’s the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation. Build brand awareness without “marketing to” the audience Generate more, higher-quality customer or media leads Close the deal and nurture the customer or media relationship Track the ROI of each stage in the process Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.
Author : Brigitta R. Brunner
Publisher : Routledge
Page : 271 pages
File Size : 24,28 MB
Release : 2016-10-04
Category : Language Arts & Disciplines
ISBN : 131729520X
The civic and moral responsibilities of public relations are hotly contested topics. While many researchers call for focusing on ethics in public relations, they concentrate on ethics in relation to how people do their jobs. In actuality, emphasis should move beyond professional codes of ethics to include general morality and citizenship. Currently, as the profession receives greater scrutiny, it is important to be aware of the value of public relations in the community. This book centers on four areas of public relations’ conscience in order to examine its role in morality and citizenship: civic professionalism, corporate social responsibility, ethics, and public communication. This approach will help to answer the question of what is public relations’ responsibility to the public good.
Author : Alison Theaker
Publisher : Routledge
Page : 402 pages
File Size : 44,95 MB
Release : 2012-08-21
Category : Social Science
ISBN : 1136501045
The Public Relations Strategic Toolkit provides a structured approach to understanding public relations and corporate communications. The focus is on professional skills development as well as approaches that are widely recognised as 'best practice'. Original methods are considered alongside well established procedures to ensure the changing requirements of contemporary practice are reflected. Split into four parts covering the public relations profession, campaign planning, corporate communication and stakeholder engagement, this textbook covers everything involved in the critical practice of public relations in an accessible manner. Features include: definitions of key terms contemporary case studies insight from practitioners handy checklists practical activities and assignments Covering the practicalities of using traditional and social media as well as international considerations, ethics, and PR within contexts from politics to charities, this guide gives you all the critical and practical skills you need to introduce you to a career in public relations.
Author : Eyun-Jung Ki
Publisher : Routledge
Page : 410 pages
File Size : 17,48 MB
Release : 2015-04-24
Category : Language Arts & Disciplines
ISBN : 1317516338
The emergence of relationship management as a paradigm for public relations scholarship and practice necessitates an examination of precisely what public relations achieves -- its definition, function and value, and the benefits it generates. Promoting the view that public relations provides value to organizations, publics, and societies through relationships, Public Relations as Relationship Management takes a in-depth look at organization-public relationships and explores the strategies that can be employed to cultivate and maintain them. Expanding on the work published in the first edition, this thoroughly up-to-date volume covers such specialized areas of public relations as non-profit organizations, shareholder relations, lobbying, employee relations, and risk management. It expands the reader’s ability to understand, conceptualize, theorize, and measure public relations through the presentation of state-of-the-art research and examples of the use of the relationship paradigm. Developed for scholars, researchers, and advanced students in public relations, Public Relations as Relationship Management provides a contemporary perspective on the role of relationships in public relations, and encourages further research and study.
Author : Leonard Mogel
Publisher : Routledge
Page : 350 pages
File Size : 37,42 MB
Release : 2002-03-01
Category : Business & Economics
ISBN : 1135641773
Making It in Public Relations is a comprehensive, realistic guide to everything one needs to know when pursuing a successful career in public relations. It is an introduction to public relations, written for students who want or need a definition of the profession to understand what they are moving into as a career. A thorough overview of the various roles and responsibilities involved in PR work, the different types of PR functions and activities, and its application in a variety of settings and scenarios are provided. In fulfilling the book's editorial role, author Leonard Mogel profiles the 10 largest public relations firms, life on the fast track at a small PR firm, how corporate communications is carried on at a large financial institution, and public relations for diverse organizations. It will be of interest to those studying public relations at the university level; recent mass communication, journalism, and public relations graduates; interns in public relations firms; and employees in other fields contemplating a move to this profession.
Author : Robert L. Heath
Publisher : SAGE
Page : 793 pages
File Size : 12,90 MB
Release : 2010-07-29
Category : Business & Economics
ISBN : 1412977800
This text gives academics, practitioners and students a solid review of the status of academic literature in public relations, stressing the role that public relations can play in building relationships between organizations, markets, audiences, and publics.
Author : W. Richard Whitaker
Publisher : Routledge
Page : 387 pages
File Size : 26,79 MB
Release : 2019-03-04
Category : Business & Economics
ISBN : 0429801688
MediaWriting is an invaluable resource for students planning to enter the dynamic and changing world of media writing in the twenty-first century. With easy-to-read chapters, a wealth of updated, real-world examples, and helpful "How To" boxes throughout, this textbook explains the various styles of writing for print, broadcast, online, social media, public relations, and multimedia outlets. Some of the features included in the book are: A re-written Chapter 13, Writing and Reporting in the New New Media, with updates to how social media is used today Expanded chapters on print reporting methods and the Associated Press Stylebook Updates to Chapters 5 and 6, Legal Considerations in Media Writing, and Ethical Decisions in Writing and Reporting, discuss recent court cases and current ethical issues Explanatory "How To" boxes that help readers understand and retain main themes Illustrative "It Happened to Me" vignettes from the authors’ professional experiences Discussion questions and exercises at the end of every chapter Designed to meet the needs of students of print and broadcast media, public relations, or a wannabe jack-of-all trades in the online media environment, this reader-friendly primer will equip beginners with the skills necessary to succeed in their chosen writing field.
