Description - Public Relations by Tom Kelleher

Engagement. Conversation. Influence. Transparency. Trust.Public Relations, second edition, represents the most contemporary introduction to public relations on the market. It presents a clear, engaging and contemporary picture of public relations principles, while seamlessly integrating technical and cultural shifts brought about by the rise of social media.Understanding digital media requires an awareness of how they can be both highly personalised and private, while at the same time being amplified and social. In the same way, understanding the field of public relations requires an awareness of how the interpersonal concept of human relationships can be extended to large organisations and broad publics. Public relations uses one-way and two-way communication, mass and interpersonal communication, quantitative and qualitative research, advocacy and accommodation, controlled and uncontrolled information, and global and local strategy.Through a clear and highly engaging narrative, this text helps students understand the intricacies of the field in order to prepare them for highly successful careers in public relations. Both its professional relevance and digital savvy make Public Relations the new standard for introductory public relations course.New to this EditionA Digital Study Guide at includes flashcards, videos, multiple-choice assessment questions, and discussion questions and activitiesChapter 10: Social Media and Mobile clearly highlights how practitioners can use social media to effectively listen to, engage with, and build relationships with their publicsChapter 13: Global integrates examples and perspectives from around the world, showing students how practices differ globallyChapter 14: Careers covers personal branding as a career strategy, helping students acquire skills that will prepare them for internships and jobs in a diverse range of agencies, corporations, nonprofits and NGOsNew case studies highlight examples of public relations successes and failures including Papa John's, Crock-Pot, IHOP, Medtronic, BarkBox, Gillette, World Bicycle Relief, Kelly Slater Wave Company, Burger King, Disney/Make-A-Wish, Tesla, Facebook, Vicks, and MastercardNew Voices from the Field interviews feature current practitioners giving practical advice on the skills that students will need to be successful in the industryNew discussion questions and hands-on activities at the end of each chapter encourage productive classroom discussions about every major subsection, learning outcome and case study.A refreshed design better supports the key examples, vivid images, and extensive social media and ethics coverage that continue to be the hallmarks of this text.This title is available as an eBook. Visit VitalSource for more information or to purchase.

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