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Public Relations Online: Lasting Concepts for Changing Media

Public Relations Online: Lasting Concepts for Changing Media

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Preface and Overview
1. Interactive Public Relations
2. Systems Everywhere
3. Server-side Public Relations
4. Peer-to-peer Public Relations
5. Relationships
6. News-driven Relationships
7. Commerce-driven Relationships
8. Issue-driven Relationship
9. Managing Public Relations in "Real" Time
10. Applied Research & Evaluation
Rich in scholarly foundations combined with actual practice, Public Relations Online: Lasting Concepts for Changing Media connects the social and technological forces that are changing public relations. Using plain-talk discussion of theory and research, this book helps readers identify how lasting concepts for effective public relations can be applied in a changing media environment, and how a changing media environment affects the practice of effective public relations.Key Features:Provides ôHands-Onlineö activities: Internet resource exercises challenge readers to apply concepts to their world in ôreal-timeö on the day that they read the chapterOffers ôQuestionable Claimsö boxes: Discussions present alternative perspectives on sometimes-over-hyped claims and serve to help sharpen critical-thinking skillsDiscusses computer systems and networks: Server-side and peer-to-peer technologies are introduced as models for understanding online public relationsFocuses on how real people are using online media to communicate: Online public relations is more a matter of what people are doing with online media technologies than what these technologies are doing to peopleIntended Audience:This text is designed for advanced undergraduate and graduate courses in Public Relations strategies and practices such as Public Relations Cases, Public Relations Management, Public Relations Strategy, and Public Relations Campaigns.

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    Language Arts / Linguistics / Literacy; BUSINESS & ECONOMICS / Public Relations; LANGUAGE ARTS & DISCIPLINES / Communication Studies


Autor: Thomas A. Kelleher
ISBN-13: 9781412914178
ISBN: 1412914175
Einband: Taschenbuch
Seiten: 184
Gewicht: 354 g
Format: 228x154x10 mm
Sprache: Englisch
Autor: Thomas A. Kelleher
Tom Kelleher rejoined the School of Communications at the University of Hawai'i at Manoa in fall 2006 after two years on the faculty at the University of North Carolina at Chapel Hill. He started at Hawai'i in 1999 after earning his Ph.D. from the University of Florida. He has taught courses in introductory public relations, public relations writing, advanced public relations, online communication, communication campaigns, media effects, honors research, and communication theory.

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Autor: Thomas A. Kelleher
ISBN-13:: 9781412914178
ISBN: 1412914175
Erscheinungsjahr: 01.12.2006
Gewicht: 354g
Seiten: 184
Sprache: Englisch
Auflage New
Sonstiges: Taschenbuch, 228x154x10 mm