PUBLIC RELATIONS CASES HENDRIX J., HAYES D. Księgarnia

Primarily using Public Relations Society of America award-winning cases, PUBLIC RELATIONS CASES 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.

Benefits

The text presents cases by following the ROPE Process of Public Relations as devised by author Jerry Hendrix: Research of initial topics, establishment of Objectives, Programming, and Evaluation of the campaign''s success.
Cases include award winners as well as PR efforts that failed, providing students with ample opportunity for analysis.
Praised for its thorough inception-to-evaluation coverage, the text systematically presents the entire execution of each case, from initial research efforts to finished results or evaluation.
Chapter 1, "Public Relations in Action," offers in-depth coverage of the ethics involved with practicing PR, as well as a section on new technologies.
"Questions for Class Discussion and Case Analysis" appendix provides items to motivate class interaction.

Table of contents

Preface.
Part I: SOLVING PUBLIC RELATIONS PROBLEMS.
1. Public Relations in Action.
2. A Public Relations Process.
Part II: REACHING MAJOR AUDIENCES.
3. Media Relations.
4. Internal Communications.
5. Community Relations.
6. Public Affairs and Government Relations.
7. Investor and Financial Relations.
8. Consumer Relations.
9. International Public Relations.
10. Relations with Special Publics.
Part III: EMERGENCY PUBLIC RELATIONS.
11. Emergency Public Relations.
Part IV: BEYOND PUBLIC RELATIONS.
12. Integrated Marketing Communications.
Appendix I: Questions for Class Discussion and Case Analysis.
Appendix II: PRSA Member Code of Ethics 2000.

Paperback
464 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.