Public Relations Primer
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Public Relations Primer provides a concise but substantive overview of the public relations field. It covers the essential aspects of public relations in a down-to-earth style that is likely to resonate with both students and professionals.
The book combines relevant personal examples with references to some of the leading authorities in the discipline. Areas of emphasis include internal communication, media relations, ethics, crisis management and organizational leadership. Sample emails, news releases and story pitches are also provided.
Chapter One: Defining the Practice
Chapter Two: Where We Came From – And Where We Are Now
Chapter Three: My Theory Is
Chapter Four: Internal Communication
Chapter Five: Media Relations
Chapter Six: The Process
Chapter Seven: An Ethical Crisis?
Chapter Eight: Leading and Managing
Dr. Tony Peyronel is executive director of Edinboro University's Center for Branding and Strategic Communication, which is part of the Northwest Pennsylvania Innovation Beehive Network. The NWPA Innovation Beehive Network is a collaborative initiative between Edinboro University and three other regional universities that focuses on supporting new business development and business expansion in Northwest Pennsylvania. Peyronel has more than a decade of experience as a department chairperson at Edinboro, having led the Department of Communication and Media Studies, the Department of Journalism and Public Relations, and most recently, the Department of Music and Theatre. He is also a founding board member and past president of the Northwestern Pennsylvania chapter of the Public Relations Society of America (PRSA). Peyronel holds a bachelor’s degree in speech communication from Edinboro University, a master’s degree in journalism and public affairs from American University, and a doctorate in higher education administration from the University of Pittsburgh. He received additional training at the Scripps Howard Leadership Academy, hosted by the Manship School of Mass Communication at Louisiana State University. Before joining the Edinboro faculty in 1992, he worked as a reporter with the Kittanning (PA) Leader-Times, as a public relations writer at Penn State University, and as director of communications at Westminster College in New Wilmington, PA.