Publisher's Synopsis
Provide "CPR" to your organization, clients and employees with this comprehensive text on public relations writing, theory, research and most importantly, practice.
Complete Public Relations: Contemporary Practice provides groundbreaking instruction, helping readers:
- learn effective planning strategies.
- develop persuasive writing skills.
- craft a variety of writing products.
- design effective publications such as newsletters, direct mail pieces, and brochures.
- manage legal and ethical responsibilities.
- master fundamentals of writing for the media.
- influence the court of public opinion.
- develop practical research tools to measure campaign success.
- learn to identify, segment, prioritize, and rank audiences.
- use advertising to control the message, audience, and channel.
- measure social media effectiveness to ensure return on investment.
- forge public opinion through the use of objectives, strategies, and tactics.
- create and maintain positive organizational reputation.
- convey messages to key audiences through special events.
- communicate effectively during a crisis.
- strategize ways to build a positive relationship with employees.
