Description
This textbook introduces a four-step process for building a public relations campaign, describes five general types of target audiences, and illustrates public relations practice by government agencies, nonprofit organizations, and corporations. The second edition adds recent high publicity cases and an appendix with writing tips. The DVD-ROM contains 15 interviews and practice tests. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)
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Coverage of global markets, new technologies, and multiculturalism throughout this dynamic new text make it the cutting-edge choice for public relations courses. Accompanied by a unique, free CD-ROM with video interviews of leaders in the public relations field, the text presents and explains in a personal, jargon-free style the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field.
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