Public Relations : 2nd edition - Tom Kelleher

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Public Relations

2nd edition

By: Tom Kelleher

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Paperback | 6 January 2020 | Edition Number 2

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Engagement. Conversation. Influence. Transparency. Trust.

Public Relations, second edition , represents the most contemporary introduction to public relations on the market. It presents a clear, engaging and contemporary picture of public relations principles, while seamlessly integrating technical and cultural shifts brought about by the rise of social media.

Understanding digital media requires an awareness of how they can be both highly personalised and private, while at the same time being amplified and social. In the same way, understanding the field of public relations requires an awareness of how the interpersonal concept of human relationships can be extended to large organisations and broad publics. Public relations uses one-way and two-way communication, mass and interpersonal communication, quantitative and qualitative research, advocacy and accommodation, controlled and uncontrolled information, and global and local strategy.

Through a clear and highly engaging narrative, this text helps students understand the intricacies of the field in order to prepare them for highly successful careers in public relations. Both its professional relevance and digital savvy make Public Relations the new standard for introductory public relations courses.

New to this Edition

A Digital Study Guide at https://oup-arc.com/access/kelleher2e includes flashcards, videos, multiple-choice assessment questions, and discussion questions and activities

Chapter 10: Social Media and Mobile clearly highlights how practitioners can use social media to effectively listen to, engage with, and build relationships with their publics

Chapter 13: Global integrates examples and perspectives from around the world, showing students how practices differ globally

Chapter 14: Careers covers personal branding as a career strategy, helping students acquire skills that will prepare them for internships and jobs in a diverse range of agencies, corporations, nonprofits and NGOs

New case studies highlight examples of public relations successes and failures including Papa John’s, Crock-Pot, IHOP, Medtronic, BarkBox, Gillette, World Bicycle Relief, Kelly Slater Wave Company, Burger King, Disney/Make-A-Wish, Tesla, Facebook, Vicks, and Mastercard

New Voices from the Field interviews feature current practitioners giving practical advice on the skills that students will need to be successful in the industry

New discussion questions and hands-on activities at the end of each chapter encourage productive classroom discussions about every major subsection, learning outcome and case study.

A refreshed design better supports the key examples, vivid images, and extensive social media and ethics coverage that continue to be the hallmarks of this text

Industry Reviews

"Public Relations is intelligently written, beautifully designed, and full of useful information. Offering great case studies and a well-integrated discussion of ethics, it is a strong choice for intro classes."--S. Catherine Foster, Canisius College "This text is perfect for undergraduate students. Its succinct chapters are packed full of relevant and timely information. The research chapters are organized based on the RPIE model and are easy to follow and understand. The examples used throughout the book are engaging and useful for students."--Jamie Ward, Eastern Michigan University "Kelleher's book provides a fresh perspective on public relations. Its case studies are current and in an easy-to-read format, featuring visuals and sidebars that enhance the learning experience for students. The chapter summaries, discussion questions, and key terms provided at the end of each chapter can be used to engage beginning public relations students in active learning and application of key concepts."--Staci Baird, University of La Verne "Public Relations ensures that today's student body can reference an engaging traditional medium in a world now dominated by digital distraction."--Jacqueline M. Bodet, Tulane University School of Professional Advancement "This text is a friendly, comprehensive look at the PR profession, with substantial academic links and a point of view that is supportive to young students."--Jim Eggensperger, Iona College "Public Relations provides a solid framework for teaching an introduction to public relations course with excellent, timely examples from the field and case studies."--Brenda Wilson, Tennessee Tech University

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