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Textbook
PR Strategy and Application: Managing InfluenceISBN: 978-1-4051-4408-7
Paperback
368 pages
August 2009, ©2009, Wiley-Blackwell
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1. Introduction and Overview
2. Public Relations Contested and Ethically Challenged
3. Public Relations and Transparency
4. Public Relations as Strategic Communication
5. Public Relations as Activism
6. Media Relations: Shaping the News
7. Technological Development and Online Public Relations
8. Social Marketing
9. Reputation Management
10. Issues Management
11. Risk Communication
12. Crisis Communication
13. Corporate Social Responsibility: A New Driver for Public Relations
14. Public Relations Goes International
15. Conclusion: Does Society Need Public Relations?
Appendix 1: US Food & Drug Administration News Release
Appendix 2: US Centers for Disease Control and Prevention News Release
Appendix 3: American Veterinary Medical Association Media Alert
Appendix 4: US Food & Drug Administration Pitch Letter Guidance
References
Index
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