Research Catalog

Title

Public relations : the complete guide / Joe Marconi.

Author

Marconi, Joe.

Publication

Mason, Ohio : South-Western, [2004], ©2004.

Items in the Library & Off-site

Details

Description

386 pages : illustrations; 24 cm

Subject

• Public relations

Bibliography (note)

• Includes bibliographical references (p. 377-378) and index.

Contents

Pt. I. The theory and practice of public relations -- 1. Public relations : art or science? -- 2. The public relations plan -- 3. The public(s) -- 4. Public relations and the marketing mix -- 5. Focusing on the message -- 6. Crafting an image -- 7. Taking stock : understanding investor relations -- 8. Employee relations : the power inside -- 9. Publicity : imagination and energy -- 10. Choosing a PR agency -- 11. Public relations and the media -- 12. For the good of the cause : PR and social responsibility -- 13. Public relations, ethics, and the culture of the times -- 14. Strictly speaking : speechwriting, speakers, public relations and the pen -- 15. Crisis management and PR -- 16. Measuring the effectiveness of public relations -- Pt. II. Public relations portfolio -- Public relations in product turnaround and a new product introduction : OAG -- Communicating a vision through speeches, ads, and other vehicles : AARP -- Developing an international communications strategy : Matha MacDonald -- Strategic organization : Matha MacDonald -- Creating the big event : Palmer House Hilton -- Press releases and the future articles they generate : Town & Country Homes -- Pitch letters -- Media calendar : Turano Bakery -- Media alert/calendar : Columbus Foods product line introduction -- Code of public relations professionalism : Cole Webber (Pembroke Resources) -- Strategic management : Smock-Sterling -- Smock-Sterling -- Branding -- Sample newsletters.

ISBN

0324203047

Owning Institutions

Columbia University Libraries