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Public Relations Campaigns and Techniques: Building Bridges into the 21st Century

 
 
 
 
Public Relations Campaigns and Techniques: Building Bridges into the 21st Century
Author: Fran R. Matera Ph.D. - Ray J. Artigue
ISBN 13: 9780205158157
ISBN 10: 205158153
Edition: 1
Publisher: Pearson
Publication Date: 1999-11-20
Format: Paperback
Pages: 280
List Price: $170.00
 
 

A new entry in this market, Public Relations Campaigns and Techniques projects the role of PR into the 21st Century with a focus on the use of technology, current trends, and the globalization of the PR function. This text blends theoretical and practical PR approaches into the development of a wide array of campaign issues, products, information, crisis, and special events (devoting a full chapter to each). This balanced discussion of theory and practical applications helps readers understand the whys and hows of successful PR campaigns.

With this book, readers will learn the similarities and differences between specific types of campaigns and the practical points to consider when conducting research, planning, communicating, and evaluating. Whether the reader is a student unfamiliar with the process of public relations or a PR professional, this book provides the guidelines needed for a meaningful and productive campaign process.

For anyone interested in marketing, advertising, and public relations.