Deborah A. Silverman - Böcker

The seventh edition of Strategic Planning for Public Relations maintains its status as a leading text to guide students in developing successful public relations campaigns.Deborah Silverman and Ronald Smith bring their experience as instructors and public relations professionals to the book, providing clear, step-by-step guidance on how to plan and implement strategic communications campaigns. This new edition includes diverse examples of current cases along with classic cases that stand the test of time. It includes new “Ethics Minutes” scenarios in each step, a new research step, and examples of award-winning public relations campaigns. It also significantly increases information on social media and features a reformatting of the tactics step into four separate parts based on the PESO model (paid media, earned media, shared media, and owned media).As a leader in teaching public relations strategy, this text is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns.Complementing the book are online resources for both students and instructors. For students: step overviews, useful links to professional organizations and resources, checklists for the ten steps in the planning process, and two sample campaigns. For instructors: an instructors’ manual, PowerPoint slides, sample syllabi, a critique evaluation worksheet, and checklists for the ten steps in the planning process. For these online resources, please visit www.routledge.com/9781032391168 .

The seventh edition of Strategic Planning for Public Relations maintains its status as a leading text to guide students in developing successful public relations campaigns.Deborah Silverman and Ronald Smith bring their experience as instructors and public relations professionals to the book, providing clear, step-by-step guidance on how to plan and implement strategic communications campaigns. This new edition includes diverse examples of current cases along with classic cases that stand the test of time. It includes new “Ethics Minutes” scenarios in each step, a new research step, and examples of award-winning public relations campaigns. It also significantly increases information on social media and features a reformatting of the tactics step into four separate parts based on the PESO model (paid media, earned media, shared media, and owned media).As a leader in teaching public relations strategy, this text is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns.Complementing the book are online resources for both students and instructors. For students: step overviews, useful links to professional organizations and resources, checklists for the ten steps in the planning process, and two sample campaigns. For instructors: an instructors’ manual, PowerPoint slides, sample syllabi, a critique evaluation worksheet, and checklists for the ten steps in the planning process. For these online resources, please visit www.routledge.com/9781032391168 .

Accessible and engaging, this book is an invaluable resource for students planning to enter the dynamic and changing world of media writing.Drawing on a wealth of real-world examples and featuring helpful "How To" boxes throughout, MediaWriting explains the various styles of writing for print, broadcast, online, social media, public relations, and multimedia outlets.Expanded and updated throughout, this sixth edition features:A look at how journalists and PR practitioners use and write for social media platforms such as X and Facebook;Tips for better web writing, research, interviewing, and headline writing across multiple media platforms, including covering breaking news in the digital world;Coverage of public relations writing for digital media, publications, and other organizational media;Updates on current ethical issues faced by communicators;Information on spotting “fake news” and “deep fakes”;Strategies for integrating sound bites into broadcast scripts;New “It Happened to Me” anecdotes from the authors’ experiences as journalists and PR professionals;Updated discussion questions and writing exercises.Designed to meet the needs of students of digital, print, and broadcast media, public relations, or a wannabe jack-of-all trades in the online media environment, this reader-friendly primer will equip beginners with all the skills necessary to succeed in their chosen writing field.Online instructor and student support material is available for this book, including sample syllabi, quizzes and answer keys, chapter overviews, and links to further resources.

Accessible and engaging, this book is an invaluable resource for students planning to enter the dynamic and changing world of media writing.Drawing on a wealth of real-world examples and featuring helpful "How To" boxes throughout, MediaWriting explains the various styles of writing for print, broadcast, online, social media, public relations, and multimedia outlets.Expanded and updated throughout, this sixth edition features:A look at how journalists and PR practitioners use and write for social media platforms such as X and Facebook;Tips for better web writing, research, interviewing, and headline writing across multiple media platforms, including covering breaking news in the digital world;Coverage of public relations writing for digital media, publications, and other organizational media;Updates on current ethical issues faced by communicators;Information on spotting “fake news” and “deep fakes”;Strategies for integrating sound bites into broadcast scripts;New “It Happened to Me” anecdotes from the authors’ experiences as journalists and PR professionals;Updated discussion questions and writing exercises.Designed to meet the needs of students of digital, print, and broadcast media, public relations, or a wannabe jack-of-all trades in the online media environment, this reader-friendly primer will equip beginners with all the skills necessary to succeed in their chosen writing field.Online instructor and student support material is available for this book, including sample syllabi, quizzes and answer keys, chapter overviews, and links to further resources.

This concise and accessible second edition introduces readers to one of the most exciting and fast-paced media industries: public relations—its history and current practice, the types of employment roles available, and practitioner job responsibilities including writing, research, and strategic planning.Orienting readers to this dynamic and engaging industry, this book gives readers the tools they need to consider career prospects and professional duties. It weaves case studies and practical examples with a brief but foundational look at communication theories helpful to a public relations professional. This edition continues to feature an overview of education for a public relations career, job opportunities, and tips for launching a career in public relations as well as addressing ethics, professionalism, and public relations writing. The four phases of public relations campaigns are also covered: research, strategy, tactics, and evaluation. Updates to this second edition include discussions of artificial intelligence; misinformation and disinformation; crisis communication; diversity, equity, and inclusion; corporate social responsibility; and the use of social media. This edition also incorporates new or updated international case studies throughout the text, ensuring that the book is relevant to a global audience, and features “PR Profiles” of four public relations leaders offering insights on the profession.Public Relations: The Basics, 2nd Edition is pitched to a variety of audiences interested in learning more about public relations, including general readers, students exploring career options, and guidance counselors and university career advisers.