The first text to teach public relations through the lens of marketing.
Marketing Public Relations breaks from the norm by presenting public relations using a marketing, rather than a communications studies or journalism, approach. This text recognizes the similarities between PR, word-of-mouth, and social networking media and creates a framework for constructing marketing strategies that incorporate these highly credible and cost-effective tools. Students will first learn the theory and then how to apply it, in order to “do Marketing Public Relations” in the real world.
Table of Contents
- An Introduction to Marketing Public Relations
- Marketing Public Relations and the Marketing Communications Mix
- Marketing Public Relations and the Organization it Serves
- The MPR Framework - Objectives, Target, Connectors, Message & Measure
- About the Media
- Non-Media Connectors and Word-of-Mouth
- Building a Connectors List
- The Press Kit and Press Release
- Selling the Story
- Social Media
- Experts and Interviews
- Crisis Management
- Planning and Measuring
Appendix 1 Capstone Assignment
Appendix 2 Introduction to Blogs
Appendix 3 Beyond Blogs: RSS and Podcasts
Appendix 4 Staying Afloat in a Sea of Social Media
Appendix 5 Identifying Story Ideas
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Marketing Public Relations, CourseSmart eTextbook
Format: Safari Book
$48.99 | ISBN-13: 978-0-13-608339-9