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PUBLIC RELATIONS – THEORY & PRACTICE 2E
L FOURIE & MC CANT (GENERAL EDITORS)
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.
NEW EDITION
978 1 48512 521 1 978 1 48512 583 9 2e 2017
288 PAGES
ZAR R360.00 ZAR R360.00
CONTENTS
• Defining Public Relations
• Public Relations, Marketing,
Advertising and Branding
• The Public Relations Planning Process
• Relationships in Public Relations
• Research in Public Relations
• Public Relations and the Media
• Online Public Relations
• Public Relations Communication
Tools
• Reputation Management
ABOUT THE EDITOR
• Public Relations Campaigns
• Corporate Social Responsibility in
Public Relations
• Strategic Management of Public
Relations
• Crisis Management
• Communication Skills needed by a
Public Relations Practitioner
• Public Relations in Context
• The Impact of Social Media on Public
Relations
JUTA MARKETING CATALOGUE | 2018/2019
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.
KEY FEATURES
• 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.
Introductory and undergraduate students of Public Relations, as well as practitioners, will bene_ t from this book.
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