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Marketing Public Relations, 1st edition

  • Gaetan T. Giannini

Published by Pearson (July 17th 2009) - Copyright © 2010

1st edition

Overview

KEY BENEFIT: 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.

KEY TOPICS
: 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; Events; Experts and Interviews; Crisis Management; Planning and Measuring

MARKET
: For readers interested in learning the theory and then how to apply it, in order to “do Marketing Public Relations” in the real world.

Table of contents

  1. An Introduction to Marketing Public Relations
  2. Marketing Public Relations and the Marketing Communications Mix
  3. Marketing Public Relations and the Organization it Serves
  4. The MPR Framework - Objectives, Target, Connectors, Message & Measure
  5. About the Media
  6. Non-Media Connectors and Word-of-Mouth
  7. Building a Connectors List
  8. The Press Kit and Press Release
  9. Selling the Story
  10. Social Media
  11. Events
  12. Experts and Interviews
  13. Crisis Management
  14. 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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