Higher Ed. and Vocational >> Business and Economics >> Marketing >> Management


Marketing Public Relations

Marketing Public Relations

Author(s):
  • Gaetan T Giannini
    • Author: Gaetan T Giannini
    • ISBN:9788131763315
    • Price: Rs. 525.00
    • Pages:312
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    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. Students will first learn the theory and then how to apply it in order to “do Marketing Public Relations” in the real world.

    Table of Content

    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

    Salient Features

    • The Classic and Cutting Edge Section.
    • The Concept Case.
    • The Practice Portfolio.
    • The MPR Tools in the Appendices.
    • The Capstone Assignment