Public Relations Online : Lasting Concepts for Changing Media

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Format: Paperback
Pub. Date: 2006-12-20
Publisher(s): SAGE Publications, Inc
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Summary

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 a??Hands-Onlinea?? activities: Internet resource exercises challenge readers to apply concepts to their world in a??real-timea?? on the day that they read the chapter. Offers a??Questionable Claimsa?? boxes: Discussions present alternative perspectives on sometimes-over-hyped claims and serve to help sharpen critical-thinking skills. Discusses computer systems and networks: Server-side and peer-to-peer technologies are introduced as models for understanding online public relations. Focuses 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 people. Intended 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.

Table of Contents

Interactive public relationsp. 1
Systems everywherep. 15
Server-side public relationsp. 29
Peer-to-peer public relationsp. 43
Relationshipsp. 59
News-driven relationshipsp. 75
Commerce-driven relationshipsp. 89
Issue-driven relationshipsp. 105
Managing public relations in real timep. 123
Applied research and evaluationp. 137
Table of Contents provided by Blackwell. All Rights Reserved.

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