Public Relations Theory in Practice
Written for brevity and practicality, this book is a useful overview of theories relevant to the practice of public relations. The book is intended for public relations professionals as well as students and is intended to help make theory understandable, relevant and applicable to make public relations more strategic.
This book explains what media relations is, and includes an understanding of how the news media works. Subsequent chapters focus on writing particular types of media relations tools used to generate publicity, including news releases, video news releases, audio news releases, social news releases, pitches, media kits and more. Culminates in a chapter on measurement of media relations efforts.
Corporate Communications Writing
This text covers all the forms of public relations writing that are not media relations (earned media). Following chapters on persuasions, ethics, and audits and plans, there are specific chapters on a range of tactics–advertising, position papers, newsletters, brochures, websites, social media, speeches, annual reports and more. The book ends with a chapter on evaluation of corporate communications.
Public Relations: A Management Function
This text starts with foundational chapters on why public relations is a management function, including basic business concepts for communicators as well as the proper public relations process of research, action plan (including objectives and strategies), tactics and evaluation (RACE) A second section follows with chapters on specific publics, including employees, consumers, investors, community and more. A final section covers special situations of crisis and integrated communications.