Public Relations: A Guide to Strategic Communication

Lim, Young Joon

ISBN 10: 1516564995 / ISBN 13: 9781516564996

Published by Cognella Academic Publishing, 2020

Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00072371113

Synopsis:

Public Relations: A Guide to Strategic Communication provides students with a comprehensive and modern look into the world of public relations. In a field that changes rapidly in both theory and practice, the book emphasizes current, practical information and reflects the newest trends.

The book introduces students to the general nature of public relations and discusses careers in the field. Students learn about the history of public relations, academic research in the discipline, and the roles of public opinion, ethics, and the media in public relations. The book also covers employee relations, crisis communication, integrated marketing communication, government and nonprofit public relations, social media, and celebrity.

The second edition has been heavily updated to feature current, relevant information and to better examine how the field of public relations has evolved. Each chapter features a Public Relations in Practice: Further Reading section, which highlights a company's public relations campaign and offers a link to more information. This new feature emphasizes successful, cutting-edge campaigns across a variety of business sectors.

A highly valuable guide, Public Relations helps students prepare for internships and entry-level public relations jobs. It is ideal for courses in advertising, journalism, or marketing, corporate, and strategic communication.

Young Joon Lim holds a Ph.D. from the E.W. Scripps School of Journalism at Ohio University. He is an associate professor in the Department of Communication at the University of Texas, Rio Grande Valley, where he teaches courses in mass media campaigns, theories of communication, research in communication, and public relations theory and practice. Dr. Lim has experience in insurance sales, news reporting, and public relations for the defense industry.

Bibliographic Details

Title: Public Relations: A Guide to Strategic ...
Publisher: Cognella Academic Publishing
Publication Date: 2020
Binding: Soft cover
Condition: Good