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Public Relations
Theory & practice
L FOURIE (EDITOR)
South Africa has been in the international spotlight for a number of reasons in the past few years, some of them negative, which has posed challenges to PR companies. More and more businesses are realising the importance of a good reputation and the value of publicising their positive achievements. Public Relations: Theory & Practice (2nd edition) focuses on what Public Relations is about, its role in the total marketing effort, and the differences between advertising, marketing and PR.
978 1 48512 521 1 2e 2018
288 PAGES
ZAR R360.00
CONTENTS
• Chapter 1: Defining Public Relations
• Chapter 2: Public Relations,
Marketing, Advertising and Branding
• Chapter 3: The Public Relations
Planning Process
• Chapter 4: Relationships in Public
Relations
• Chapter 5: Research in Public Relations
• Chapter 6: Public Relations and the
Media
• Chapter 7: Online Public Relations
• Chapter 8: Public Relations
Communication Tools
• Chapter 9: Reputation Management
KEY FEATURES
• Chapter 10: Public Relations Campaigns
• Chapter 11: Corporate Social Responsibility in Public Relations
• Chapter 12: Strategic Management of Public Relations
• Chapter 13: Crisis Management
• Chapter 14: Communication Skills
needed by a Public Relations
Practitioner
• Chapter 15: Public Relations in
Context
• Chapter 16: The Impact of Social
Media on Public Relations
• It covers the PR process in a practical manner
• Highlights the importance of PR research activities, and places special
emphasis on the role
• of the media in PR, and the differences between traditional and online media
• Addresses ethics and corporate social responsibility in PR
• Each chapter comes with a case study to illustrate the theoretical principles
• Discussion questions are included at the end of each chapter.
ABOUT THE AUTHORS
The authors are all academics who specialise in various marketing and communication subjects, including Marketing, Communication, Digital Marketing, Advertising, Branding, Customer Relationship Management, Marketing Research, Reputation Management, Communication, Copywriting and Public Relations.
SUITABLE FOR
Introductory and undergraduate students of Public Relations, as well as practitioners, will benefit from this book.
JUTA COMMUNICATION CATALOGUE | 2018/2019
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