THINK Public Relations

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THINK Public Relations

by Bryan H. Reber, Dennis H. Wilcox, Glen T. Cameron

Pearson Education | July 20, 2010 | Trade Paperback

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THINK Public Relations engaging visual design and contemporary applications help readers develop a fundamental understanding of current issues affecting public relations practice today - all at a low price.  Readers are introduced to exciting and innovative public relations campaign examples in the context of relevant theory and core concepts that they will need to succeed in the world of public relations.

Format: Trade Paperback

Dimensions: 416 Pages, 8.27 × 10.63 × 0.79 in

Published: July 20, 2010

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0205781691

ISBN - 13: 9780205781690

Found in: Public Relations

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THINK Public Relations

THINK Public Relations

by Bryan H. Reber, Dennis H. Wilcox, Glen T. Cameron

Format: Trade Paperback

Dimensions: 416 Pages, 8.27 × 10.63 × 0.79 in

Published: July 20, 2010

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0205781691

ISBN - 13: 9780205781690

Table of Contents

What Is Public Relations?    2 The Challenge of Public Relations   4 Global Scope   5 A Variety of Definitions   6 PR Casebook> Doritos PR Helps Steal the ­Super Bowl Away from Budweiser   7 Public Relations as a Process   8 The Components of Public Relations   11 How Public Relations Differs from Journalism   12 Scope   13  Objectives   13 Audiences   13 Channels   13 How Public Relations Differs from Advertising   14 How Public Relations Differs from Marketing   15 How Public Relations Supports Marketing     15 Toward an Integrated Perspective: Strategic Communication   17 Summary   20 Questions for Review and Discussion   21 TACTICS   Other Firms’ Suffering Has Bolstered the Public Relations Business, The Economist   22   Careers in Public Relations    24 A Changing Focus in Public Relations   26 The Range of Public Relations Work   28 Personal Qualifications and Attitudes   28 Five Essential Abilities   29 PR Casebook> Pepsi Creates Social Media Buzz with Amp App   31 Organizational Roles   32 The Value of Internships   33 Salaries in Public Relations   34 Entry-Level Salaries   34 Salaries for ­Experienced Professionals  34 Salaries
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From the Publisher

THINK Public Relations engaging visual design and contemporary applications help readers develop a fundamental understanding of current issues affecting public relations practice today - all at a low price.  Readers are introduced to exciting and innovative public relations campaign examples in the context of relevant theory and core concepts that they will need to succeed in the world of public relations.

From the Jacket

  • Designed for today's students, THINK Public Relations features a clean, open, full- color, engaging visual design with exciting infographics.
  •  Value-Priced.  THINK Public Relations retails for less than half the costs of most introductory Public Relations textbooks.
  • THINK Public Relations is supported by The ThinkSpot (www.thethinkspot.com), an open access website that provides numerous learning and study tools for students.  These include:
    • Chapter summaries in PDF format
    • Flashcards that can be printed and are also accessible on mobile phones
    • Chapter-by-chapter quizzes
    • Audio summaries
    • Value-priced downloadable audio chapters.
  • Tactics, current readings with annotations, provide relevant current examples of key concepts as they appear in primary sources. Readings are annotated with questions from the text's authors to help improve comprehension.
  • PR Casebooks, featured in each chapter, offer students an in-depth look at a real-world campaign and encourages reflection through critical thinking questions. 
  • THINK light bulb questions throughout allow students to hone their critical thinking skills as they read.
  • Ethics in Action boxes introduce readers to the important ethical and legal issues facing public relations practitioners today.
  • BTW… boxes encourage reader to explore current topics of importance in today's workplace in more depth
  • Chapter-opening essays about actual campaigns capture students attention and highlight applications of essential chapter topics. Open-ended questions at the end of each essay help focus the reader on the most important questions addressed in the chapter.
  • Apply Your Knowledge exercises encourage students to apply what they have learned in the chapter to a contemporary situation in order to polish their public relations acumen.
  • End-of-chapter material features a bulleted list summary to help students quickly and efficiently review key topics, as well as questions for review and discussion to allow readers to test their understanding of chapter material.

About the Author

DENNIS L. WILCOX, Ph.D., is professor emeritus of public relations and past director of the School of Journalism and Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America (PRSA), former chair of the PRSA Educator’s Academy, and past chair of the public ­relations division of Association for Education in Journalism and Mass Communication (AEJMC). Dr. Wilcox has written six books, including being the lead author of Public Relations Strategies and Tactics and Public Relations Writing and Media Techniques . His honors include PRSA’s “Outstanding Educator,” the Xifra-Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest. He is active in the International Public Relations Association (IPRA) and a member of the Arthur W. Page Society, a group of senior communication executives. Dr. Wilcox regularly consults and gives lectures and workshops to students and professionals in a variety of nations.    GLEN T. CAMERON, Ph.D., is Gregory Chair in Journalism ­Research and founder of the Health Communication ­Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, award-­winning conference ­papers, and books on public relations topics. A popular lecturer internationally, Dr. Cameron has received the Baskett-Mosse and Pathfinder awards for ­care
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