Public Relations [Paperback]

Ideal for students with little or no background in the subject,Public Relationsprovides a fresh and lively introduction that relates PR theory to real-world practice. Author Averill Elizabeth Gordon--a former PR practitioner with extensive experience--includes a wide range of Application to Industry' case studies that show real-life PR in action. Each chapter also features PR Tools that demonstrate how to effectively use specific techniques. In addition, interviews with practitioners offer insight into the operation of the PR industry.Ideal for students with little or no background in the subject,Public Relationsprovides a fresh and lively introduction that relates PR theory to real-world practice. The book opens with an introduction to the conceptual framework of public relations, describing how the field evolved and discussing major PR and communications theories. Moving on to show how to develop a PR campaign using the tools of the trade, the book closes with a look at broader topics, including issues and crisis management; ethics, legalities, and corporate responsibility; online public relations; and industry trends.Author Averill Elizabeth Gordon--a former PR practitioner with extensive experience--includes a wide range of Application to Industry case studies that show real-life PR in action. In addition, each chapter of the book features PR Tools that demonstrate how to effectively use specific techniques. In addition, interviews with practitioners offer insight into the operation of the PR industry.The book is accompanied by a Companion Website that includes resources for both students and instructors:For students:* Progress tests with multiple-choice and true-false questions* More comprehensive versions of the case studies from the book* Related web links* An online glossary of terms* Links to profiles of a diverse selection of PR companies and departments* A learning skills portfolio that includes ló’