Complete Public Relations: Contemporary Practice

Provide "CPR" to your organization, clients and employees with this comprehensive text on public relations writing, theory, research and most importantly, practice. Complete Public Relations: Contemporary Practice provides groundbreaking instruction, helping readers: learn effective planning strategies. develop persuasive writing skills. craft a variety of writing products. design effective publications such as newsletters, direct mail pieces, and brochures. manage legal and ethical responsibilities. master fundamentals of writing for the media. influence the court of public opinion. develop practical research tools to measure campaign success. learn to identify, segment, prioritize, and rank audiences. use advertising to control the message, audience, and channel. measure social media effectiveness to ensure return on investment. forge public opinion through the use of objectives, strategies, and tactics. create and maintain positive organizational reputation. convey messages to key audiences through special events. communicate effectively during a crisis. strategize ways to build a positive relationship with employees.