Beginning the Journey
List of Illustrations vii Acknowledgments ix Preface xi 1 The Essence of Public Relations 1 2 Public Relations Defined as Communication and Business 19 3 Communication Complexity 45 4 Successful Public Relations as Results-driven, ROI-minded Business 73 5 Strategy, Being Strategic, and Strategic Planning Unpacked 95 6 Public Relations Functions, Roles, Situations and Contexts, and Specializations 121 7 Public Relations Initiatives and Choice of Medium 153 8 Public Relations: Digital Convergence, Access and Technology, and Integration 177 9 Applying Strategic Planning 199 Appendix: Important Public Relations and Media Job Titles and Jargon 231 Index 249
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.