Journals Higher Education

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464 Pages

8 x 10 inches

ISBN: 9780190925093


Also Available As:

Ebook


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Bookseller Code (04)

Public Relations

Second Edition

Tom Kelleher

  • Extended case studies in every chapter show students how to apply the chapter's core concepts
  • Ethics--including coverage of the six provisions in the Public Relations Society of America Code of Ethics--are discussed in every chapter
  • "In Case You Missed It" (ICYMI) boxes at the end of each chapter summarize practical tips, including important guidelines for social media use
  • Learning outcomes are aligned with the Universal Accreditation Board's competencies to ensure that the text is professionally relevant
  • Each chapter includes a "Voices from the Field" Q&A with a scholar, practitioner or social media influencer

New to this Edition:

  • An enhanced interactive eBook incorporates additional student assessments (multiple-choice questions) and videos related to several of the text's extended examples and case studies
  • A Digital Study Guide at www.oup.com/us/kelleher2e includes flashcards, videos, multiple-choice assessment questions, and discussion questions and activities
  • Chapter 10, "Social Media and Mobile," more clearly highlights how practitioners can use social media to effectively listen to, engage with, and build relationships with their publics
  • Chapter 13, "Global," integrates more examples and perspectives from outside of the U.S.
  • 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
  • Fourteen new case studies highlight 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
  • Five 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 will inspire productive classroom discussions
  • A refreshed design and art program better supports the key examples, vivid images, and extensive social media and ethics coverage that continue to be the hallmarks of this text
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