Marketing Public Relations

Gaetan Giannini (Autor)

Buch | Softcover

312 Seiten

2009
Pearson (Verlag)
978-0-13-608299-6 (ISBN)

Infos

For undergraduate public relations, new media, and marketing courses.

The first text to teach public relations through the lens of marketing.

Marketing Public Relations breaks from the norm by presenting public relations using a marketing, rather than a communications studies or journalism, approach. This text recognises the similarities between PR, word-of-mouth, and social networking media and creates a framework for constructing marketing strategies that incorporate these highly credible and cost-effective tools. Students will first learn the theory and then how to apply it in order to “do Marketing Public Relations” in the real world.

Inhalt

An Introduction to Marketing Public Relations
Marketing Public Relations and the Marketing Communications Mix
Marketing Public Relations and the Organization it Serves
The MPR Framework - Objectives, Target, Connectors, Message & Measure
About the Media
Non-Media Connectors and Word-of-Mouth
Building a Connectors List
The Press Kit and Press Release
Selling the Story
Social Media
Events
Experts and Interviews
Crisis Management
Planning and Measuring


Appendix 1    Capstone Assignment
Appendix 2    Introduction to Blogs
Appendix 3    Beyond Blogs: RSS and Podcasts
Appendix 4    Staying Afloat in a Sea of Social Media
Appendix 5    Identifying Story Ideas
    
 

Produkt-Details

• Erscheint lt. Verlag: 1.9.2009
• Sprache: englisch
• Maße: 176 x 235 mm
• Gewicht: 460 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 0-13-608299-8 / 0136082998
• ISBN-13: 978-0-13-608299-6 / 9780136082996
• Zustand: Neuware