Public Relations Campaigns and Techniques: Building Bridges Into the 21st Century

ISBN-10: 0205158153
ISBN-13: 9780205158157
Category: Language Arts & Disciplines / Communication Studies
Pages: 280
Language: English
Published: 2000
Publisher: Allyn and Bacon
Authors: Fran R. Matera, Ray J. Artigue

Description

A new entry in this market, Public Relations Campaigns and Techniques projects the role of PR into the 21st Century with a focus on the use of technology, current trends, and the globalization of the PR function. This text blends theoretical and practical PR approaches into the development of a wide array of campaign issues, products, information, crisis, and special events (devoting a full chapter to each). This balanced discussion of theory and practical applications helps readers understand the whys and hows of successful PR campaigns. With this book, readers will learn the similarities and differences between specific types of campaigns and the practical points to consider when conducting research, planning, communicating, and evaluating. Whether the reader is a student unfamiliar with the process of public relations or a PR professional, this book provides the guidelines needed for a meaningful and productive campaign process. For anyone interested in marketing, advertising, and public relations.

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