Complete Public Relations: Contemporary Practice
Edition: 1
Copyright: 2021
Pages: 344
Edition: 1
Copyright: 2021
Pages: 344
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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.
Chapter 1 Positioning Public Relations in Society
Chapter 2 Practicing Public Relations
Chapter 3 Managing Public Opinion
Chapter 4 Conducting Public Relations Research
Chapter 5 Managing Relationships with Employees
Chapter 6 Working with the Media
Chapter 7 Using Advertising and Marketing in Public Relations
Chapter 8 Preparing Public Relations Publications
Chapter 9 Writing Efficacious Public Relations Messages
Chapter 10 Communicating in Special Circumstances
Chapter 11 Media Metrics and Analytics
Chapter 12 Staying Legal in the Workplace
Chapter 13 Applying Morals and Ethics in Public Relations
Chapter 14 Planning a Public Relations Program
Glossary
Index
Anthony Fulginiti is professor emeritus of public relations at Rowan University with graduate degrees from Villanova University in Counseling Psychology and Glassboro State College in Public Relations. He served as chairperson of the Public Relations/Advertising Department and coordinator of the graduate PR program at Glassboro University, now Rowan University.
Tony is a Fellow and accredited member of the Public Relations Society of America. In 1987, he received PRSA’s Bronze Anvil as the nation’s Outstanding Public Relations Educator.
He served as president of the Philadelphia PRSA Chapter, winning two chapter Pepper Pot Awards. To honor his work in professional development, the Philadelphia chapter instituted the Anthony J. Fulginiti Award for Outstanding Contribution to Public Relations Education.
Tony founded the Rowan University PRSSA, which won more than 200 national awards and eight times been named best chapter in the nation.
As a principal in communication briefings, an international publishing company, Tony trained dozens of groups nationally on PR Research, Writing, Persuasion and Planning and written a number of books, training videos and articles, including “Power-Packed PR.”
As a founder of ie communication, Tony fashioned facility improvement bond referenda programs for 50 New Jersey school districts — successfully passing 49.
Kendall-Hunt published the predecessor edition of this textbook (Practical Public Relations: Theories and Techniques That Make a Difference), which he co-authored with Dr. Don Bagin. In retirement, Tony writes scripts, plays, and PowerPoint presentations for groups on the psychology of efficacious communication and self-improvement.