Public Relations Cases

Naslovnica
Cengage Learning, 1. sij 2012. - Broj stranica: 448
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Primarily using PUBLIC RELATIONS Society of America award-winning cases, PUBLIC RELATIONS CASES, Ninth Edition, presents a clear theoretical grounding in the major areas of public relations. Using the ROPE process model (Research, Objectives, Programming, and Evaluation), the authors keep students focused on the strategic elements of exemplary communications campaigns. The case studies provide glimpses into best practices for public relations campaigns as recognized by professionals in the field. The cases all use a strategic communications model, where clearly defined objectives are based on sound research and good audience analysis, followed by creative tactics that are evaluated for their effectiveness.
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Sadržaj

Solving Public Relations Problems
1
Reaching Major Audiences
47
Emergency Public Relations
343
Integrated Marketing Communications
379
Questions for Class Discussion and Case Analysis
411
PRSA Member Code of Ethics 2000
413
Index
421
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O autoru (2012)

Darrell C. Hayes is director of the Weekend Public Communication Graduate Program and an adjunct associate professor at American University's School of Communication, Washington, D.C. He conducts frequent crisis communication workshops for government agencies. Before joining the faculty, he had more than 15 years of experience in public relations with technology firms, with nonprofit associations, and as a government communication manager. He also served as the managing director of the Aerospace Education Foundation. He is an accredited member of the Public Relations Society of America.

Jerry A. Hendrix, Ph.D., is Professor Emeritus at American University, Washington, D.C., where he taught for thirty-seven years. He is an accredited member of the Public Relations Society of America.

Pallavi Damani Kumar is an assistant professor and associate division director for the Public Communication Division in the School of Communication at American University. Besides teaching many of the public relations courses at the university, she has more than 15 years experience in the public relations industry having worked as a vice president in Fleishman Hiillard's social marketing practice, a vice president/account supervisor in Ketchum's healthcare practice as well as associate director of international public relations at Wyeth Pharmaceuticals.

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