Complete Public Relations: Contemporary Practice

Author(s): Anthony Fulginiti, Joseph Basso, Suzanne D FitzGerald

Edition: 1

Copyright: 2021

Pages: 344


Details: Print Product |

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



Anthony Fulginiti

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.

Joseph Basso

Joseph Basso, APR, earned a doctorate in public relations from Texas A&M University and a law degree from Widener University. Professor at Rowan University in Glassboro, N.J., Joe has three decades of experience practicing and teaching public relations. His experience includes extensive work in the gaming industry, as well as for profit and not-for-profit organizations. He has consulted extensively in the areas of grammatical and legal writing in the pharmaceutical industry. The author of numerous academic and professional publications, Basso is licensed to practice law in Pennsylvania and New Jersey.

Suzanne D FitzGerald

Suzanne FitzGerald, APR, Fellow PRSA, is chair and professor at Rowan University. She offers an unusual educator/practitioner perspective with a doctorate from Temple and the Fellow credential awarded to fewer than 2 percent of PR practitioners. She has served as PRSSA adviser for 25 years and also as graduate program director. She has served as Accreditation Chair for the Philadelphia PRSA Chapter and on the board of PRSA Educator’s Academy. Her experience includes workshops in business writing and presentation skills, and a decade in the data processing, health care, and agency arenas. FitzGerald has published several books with McGraw-Hill as well as in scholarly journals.

Related ISBN's: 9781792495502, 9798765713945




ISBN 9781792495502

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