Making It in Public Relations

Review of the first edition: "Recent graduates and established professionals alike will find this guide invaluable. Renowned magazine publisher Leonard Mogel shares 30 years of experience--including effective strategies for breaking into public relations, salary ranges for each position, tips on how to land a job in tough times and where the best jobs are, and many other trade secrets--in a no-nonsense, easy-reference format."—Public Relations Journal"Mogel, author, publisher, and academic, provides a realistic and useful guide to the public relations industry....A useful resource for career and business collections in pubic, academic, lower-division undergraduate, graduate, and professional libraries."—ChoiceReview of the first edition: "Realistic and highly readable...all the basics are in this small but powerful package of information."—Llyle J. BarkerAssociate Professor of Journalism, Ohio State University School of JournalismReview of the first edition: "Cuts through the jargon to profile clearly the basic principles and tasks of the fast-changing, technology-shaped profession called PR."—Franklin WaltonSenior Vice President, Ruder-Finn, international public relations organizationReview of the first edition: "Leonard Mogel knows public relations....The book furnishes clear and forceful explanations and examples of what the profession is and of what you need to know to begin the process of preparing for and finding a job....An excellent primer that will meet your goal of providing a realistic and accessible picture of the public relations world."—Steve IsemanProfessor, Ohio State University

• Contents: Introduction. A Very Short History of Public Relations. Public Relations: What It Is, What It Does. The Components of Public Relations. The Public Relations Counsel Firm: Profiles of the 10 Largest. Life on the Fast Track at a Small Public Relations Firm. An Inside Look at Corporate Affairs at the Bank of America. Public Relations for Diverse Organizations. Getting the Ink: Media Practice, Media Placement, and Media Relations. Internal and Employee Communications, Employee Relations, and Employee Publications. Speechwriting, Speechmaking, and Executive Presentations. Public Affairs, Lobbying, and Issues Management. Public Interest, Public Service. Strategic and Integrated Public Relations and Brand Marketing. Financial Public Relations and Investor Relations. Entertainment and Personal Public Relations. Healthcare Marketing and Communications. Crisis Communications and Management. New Media High-Tech Public Relations. Colleges, Extension Programs, and Summer Institutes. The Alphabet Organizations of Public Relations. Important Publications, Web Sites, and News Services. The Job Search. The Future Face of Public Relations.