The AMA Handbook of Public Relations is written to help professionals merge their traditional and Web-based campaigns while protecting their clients, companies, and themselves against harmful attention. Based on in-depth interviews and cutting-edge research, the book combines proven PR strategies with up-to-the-minute Web savvy.
"Today, every organization is in the influence business. We influence customers to buy from us, employees to work for us, and the media to write about us. Gone are the days when you could be your own island. Now, to be successful, you need to live within the influence ecosystem and that requires a change of mindset. Fortunately, Philip Sheldrake will show you how." David Meerman Scott, bestselling author of The New Rules of Marketing & PR and the new hit Real-Time Marketing & PR
Viral marketing -- word-of-mouth marketing that spreads rapidly -- is now mainstream, but some of its concepts are still catching on in the realm of public relations. Drawing partly on the theories of evolutionary biologist Richard Dawkins, who used the phrase "meme" to describe a self-replicating unit of cultural information, Andy Green shows how contagious ideas --or memes -- can spread through PR communications like a virus.
In this third edition of Effective Media Relations, three public relations professionals give clear, practical guidance on how to work with journalists to get the best possible media coverage. Alison Theaker looks at the media context and provides an overview of the law, ownership, ethics, new technology and media evaluation. David Wragg looks at the opportunities that are available in the traditional press and gives practical advice on how to work with them. Michael Bland takes a behind-the-scenes look at the broadcast media and provides an insight into how radio and television interviews should be handled. For the newcomer to public relations, Effective Media Relations is a useful primer. For the seasoned practitioner, it will serve as a refresher and give an valuable overview of media relations.
Streaming video. What kind of person goes into advertising? How do you break in? And what does it take to succeed once you get there? This program goes to New York City-based Euro RSCG, one of the world's largest ad agencies, to find out
Streaming video. This program examines the trend by following a group of tween girls through their daily lives, recording their perceptions of fashion, celebrities, boys, and themselves. Interviews with both concerned and clueless parents-as well as a behind-the-scenes look at the corporate decision-making which so profoundly impacts tween culture-are also included.
Outlining the differences between public relations and advertising, the video illustrates the PR specialist's main objectives: influencing public behavior, improving an individual or corporate reputation, and shaping the opinions of a target audience through a series of planned communication strategies and activities. Viewers learn how technology, especially social media, has shaped today's PR industry.
This program introduces the craft of advertising, explaining the difference between needs and wants while analyzing the power of celebrity endorsements, the psychological advantage of product placement, and other aspects of the business of steering wallets to cash registers.
Explores the effects of TV and other information and entertainment sources on personal attitudes and actions as well as on public opinion. The impact of how appearance, language, and behavior are portrayed is considered. Tips on becoming a more critical viewer are included.