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Marketing Public Relations: A Marketer's Approach to Public Relations and Social Media

 
 
 
 
Marketing Public Relations: A Marketer's Approach to Public Relations and Social Media
Author: Gaetan T. Giannini Jr.
ISBN 13: 9780136082996
ISBN 10: 136082998
Edition: 1
Publisher: Pearson
Publication Date: 2009-07-27
Format: Paperback
Pages: 336
List Price: $147.20
 
 

KEY BENEFIT: Marketing Public Relations breaks from the norm by presenting public relations using a marketing, rather than a communications studies or journalism, approach. This text recognizes the similarities between PR, word-of-mouth, and social networking media and creates a framework for constructing marketing strategies that incorporate these highly credible and cost-effective tools.

KEY TOPICS: An Introduction to Marketing Public Relations; Marketing Public Relations and the Marketing Communications Mix; Marketing Public Relations and the Organization it Serves; The MPR Framework - Objectives, Target, Connectors, Message & Measure; About the Media; Non-Media Connectors and Word-of-Mouth; Building a Connectors List; The Press Kit and Press Release; Selling the Story; Social Media; Events; Experts and Interviews; Crisis Management; Planning and Measuring

MARKET: For readers interested in learning the theory and then how to apply it, in order to “do Marketing Public Relations” in the real world.