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Stan

Niewielkie ślady używania na okładce. Zaznaczenia na kilku stronach.

O książce

Autor opisuje opisuje podstawowe strategie komunikacji korporacyjnej, wyzwania stojące przed managementem, oraz zmiany zachodzące w otoczeniu firm.

Spis treści

Chapter 1 The Changing Environment for Business

Case: Hooker Chemical Company

Chapter 2 Communicating Strategically

Case: Fletcher Electronics

Chapter 3 An Overview of the Corporate Communication Function

Case: Bank of Boston

Chapter 4 Managing Image, Identity, and Reputation

Case: GE Identity Program

Chapter 5 Managing Corporate Advertising

Chapter 6 Managing Media Relations

Case: Adolph Coors Company

Chapter 7 Investor Relations: A Random Walk Down Wall Street

Case: United Technologies

Chapter 8 Employee Communication

Case: Norwich Software

Chapter 9 Managing Government Affairs

Case: Dodds Paper Company

Chapter 10 Managing Communication in a Crisis

Case: Dow Corning

Stan

Książka wygląda jak nowa.

O książce

Zbiór opisów przypadków z różnych obszarów PR.

Spis treści

1. The Purpose of Public Relations.

2. How Public Relations Deals with Problems and Opportunities.

3. Employee Relations.

AIDS in the Workplace.
Employee Statisfaction Means Customer Satisfaction.
Sohio's Monster Moving Day.
Motorola's Quest for Quality.
Where Profit Comes First: A New Management Style?

4. Community Relations.

A Continental Community Relations Challenge Toronto Dominion Bank.
Chemical Industry Takes Responsibility for Community.
Medical Service Provides Community Service.
The Struggle for Nuclear Power.
Nuclear Waste Goes Down the Drain.
Volunteer Programs Improve the Quality of Life.

5. Investor Relations.

A Classic: On Wall Street, Inside Information Is Profitable.
A Classic: Nader Takes on General Motors.
A City Divided: SDG&E Takeover.
The Seamless Web: How Relations with Other Publics Affects Investor Relations.

6. Consumer Relations.

The Changing Kingdom of Coors.
The Hamburger Wars.
A Classic: Tylenol Rides it Out and Gains a Legacy.
Putting On a New Face.
Customer Satisfaction: How Wal-Mart and L.L. Bean have Translated it from Buzzword to Behavior.

7. Media Relations.

NASSP: News Media as a Feedback Source.
Alar & PR: Getting to the Core of the Apple Problem.
Nightmare in Newfoundland.
The Lights Go Back On at an Electric Utility.
A Classic: Building Media Relationships that Pay.

8. Public Issues and Concerns, Private Interests and Campaigns.

Values on a Collision Course.
Reproductive Rights and the Abortion Issue.
Take Your Choice--Tobacco or Health.
Guns...For Whom? For What?
The Colossal Effort to Advance Beyond War.
Building Support for the Centerpiece of Democracy.
Free the Texas Shopper!
Mothers Against Drunk Driving--MADD.
Whose Right to Know What?: AIDS and Condoms in Schools.

9. Crisis Management.

Beer and Cookies: Rumor and Reality.
Bhopal and Valdez: Corporate Crises of Epic Proportions.
Building Grassroots Support to Avoid Bankruptcy.
Established Relationships Save a Landmark Company.
Whose Rights Are They?

10. Standards, Ethics, and Values.

Fund-Raising--A Question of Trust.
A Classic: Baby Formula Raises Questions.
Ethics Woven into the Decision-Making Process.
Disarming the Critics and Making Friends.
Breast Implants and Dow Corning: Dealing with the Perception of Deception.
Political Correctness: Is It Just a Polite Way to Restrict Freedom of Speech?
The Mammography Issue: The Effect of a Triggering Event.

11. Career Preparation.

Index.

Stan

Niewielkie ślady używania na okładce. Zaznaczenia na kilku stronach.

O książce

Offering an effective, highly accessible combination of theory and practice, this thoroughly updated and truly comprehensive text covers the full range of public relations writing and media techniques. It clearly explains major theories and concepts as well as provides basic guidelines, checklists, and "how-to" advice. Abundant, up-to-date examples from actual media practice illustrate the content's real-world application.

Spis treści

Foreword
Preface

Pt. 1 The Basics of Public Relations Writing 1

Ch. 1 Preparing for Writing 3
Ch. 2 Legal and Ethical Considerations 32
Ch. 3 Persuasive Writing 58
Ch. 4 Finding and Generating News 81

Pt. 2 Writing for Mass Media 111

Ch. 5 The News Release 113
Ch. 6 The Feature Story 140
Ch. 7 Photos and Graphics 160
Ch. 8 Radio and Television 187
Ch. 9 Pitch Letters, Advisories, News Conferences and Op-Ed 219
Ch. 10 Media Lists, Mailings and the Internet 250
Ch. 11 The Basics of Media Relations

Pt. 3 Writing for Other Media 297

Ch. 12 Newsletters and Magazines 299
Ch. 13 Leaflets and Brochures 320
Ch. 14 Public Relations Advertising 340
Ch. 15 Letters, Direct Mail and Reports 363
Ch. 16 Speakers and Speeches 384
Ch. 17 Audiovisual Aids 405

Pt. 4 Managing Programs and Campaigns 421

Ch. 18 Meetings and Events 423
Ch. 19 Program Planning 445
Ch. 20 Program Evaluation 463

A Glossary for Public Relations Writers 483
Index 487

Stan

Ksiażka wygląda jak nowa.

O książce

Ten wszechstrony tekt pomaga zapoznać się czytelnikowi ze podstawowymi teoriami, strategiami i taktyką współczesnego public relations. Książka napisana przyjaznym językiem, zawierająca starannie dobrane opisy przypadków.

Dla wszystkich, którzy chcą zajmować się tą dziedziną.

Spis treści

Contents in Detail 
Preface 
In Memoriam - Edward L. Bernays 
Note to Students
 
Pt. 1 Role 1
Ch. 1 What Is Public Relations? 2
Ch. 2 The Evolution of Public Relations 24
Ch. 3 Ethics and Professionalism 54
Ch. 4 The Individual in Public Relations 78
Ch. 5 Public Relations Departments and Firms 95
Pt. 2 Process 119
Ch. 6 Research 120
Ch. 7 Program Planning 140
Ch. 8 Communication 161
Ch. 9 Evaluation 192
Pt. 3 Strategy 207
Ch. 10 Public Opinion and Persuasion 208
Ch. 11 The Audience and How to Reach It 234
Ch. 12 Public Relations and the Law 264
Pt. 4 Application 291
Ch. 13 Corporations 292
Ch. 14 Politics and Government 321
Ch. 15 International Public Relations 346
Ch. 16 Membership Organizations 371
Ch. 17 Social, Cultural, and Health Agencies 386
Ch. 18 Education 412
Ch. 19 Entertainment, Sports, and Travel 429
Pt. 5 Tactics 451
Ch. 20 The Internet and Other New Technologies 452
Ch. 21 Written Tactics 471
Ch. 22 Spoken Tactics 496
Ch. 23 Visual Tactics 527

A Public Relations Glossary 549
Bibliography 555
Photo Acknowledgments 567
Index 569

Stan

Minimalne slady używania na okładce. Wewnątrz zaznaczenia na paru stronach.

O książce

Cenione przez praktyków omówienie podstawowych zagadnień PR, bogato ilustrowane przykładami działań znanych marek.

Spis treści 

1 What is public relations, anyway? 1
2 The growth of public relations 22
3 Communication 45
4 Public opinion 64
5 Management 83
6 Ethics 108
7 The law 128
8 Research 148
9 Print media relations 173
10 Electronic media relations 201
11 Employee relations 219
12 Multicultural community relations 242
13 Government relations 267
14 Consumer relations 292
15 International relations 310
16 Public relations writing 328
17 Integrated marketing communications 356
18 Public relations and the Internet 378
19 Crisis management 400