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Public relations campaigns and techniques : building bridges into the 21st century

Author: Fran R Matera; Ray J Artigue
Publisher: Boston : Allyn and Bacon, ©2000.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Projects the role of PR into the 21st Century with a focus on the use of technology, trends, and the globalization of the PR function. This text blends various PR approaches into the development of  Read more...

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Additional Physical Format: Online version:
Matera, Fran R., 1954-
Public relations campaigns and techniques.
Boston : Allyn and Bacon, ©2000
(OCoLC)760595908
Document Type: Book
All Authors / Contributors: Fran R Matera; Ray J Artigue
ISBN: 0205158153 9780205158157
OCLC Number: 42421050
Description: vii, 280 pages : illustrations ; 24 cm
Contents: 1. Public Relations in the Twenty-First Century: Bridging Yesterday and Tomorrow --
2. Public Relations and Technology: Choices and Challenges --
3. Ethical and Legal Concerns: Doing What's Right --
4. Campaign Components: Links in the Communication Chain --
5. Research and Theories: Navigating the Journey --
6. Strategic Planning: Beginning with a Road Map and Compass --
7. Setting Objectives and Creating the Plan: Getting from Here to There ... on Time --
8. Internal vs. External Executions: Bringing the Bull's-Eye into Focus --
9. The Product Campaign: Helping Make the Cash Register Ring --
10. The Issues Campaign: Managing Molehills before They Become Mountains --
11. The Information Campaign: Does Smokey the Bear Practice Safe Sex?
Responsibility: Fran R. Matera, Ray J. Artigue.

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