Synopses & Reviews
Public Relations Online will guide students and professionals to a better understanding of the practice of public relations with today's technology. Using plain-talk discussion of theory and research, illustrative anecdotes, and hands-online activities, this book will help readers identify and explore how lasting concepts for effective public relations can be applied in a changing media environment, and how a changing media environment affects the practice of effective public relations. The book discusses computer systems and networks as models for public relations systems, and then shifts to looking at computer systems as tools for public relations people interacting with other real people inside and outside of organizations. Server-side and peer-to-peer technologies also are introduced as models for understanding online public relations. From the start, this book works from the idea that useful theory informs effective practice even as the media landscape changes. Building on relational approaches to public relations, chapters in this text are devoted to news-driven, commerce-driven and issue-driven relationships online. The last two chapters discuss strategic planning, research and evaluation.
Hands-Online activities Activities refer primarily to Internet resources and are designed to challenge readers to apply the concepts covered to their world on the day that they read the chapter. In other words, these activities are designed to connect the one-point-in-time printing of the text with readers' day-to-day, real-time experiences. Questionable Claims boxes Discussions present alternative perspectives on sometimes-over-hyped claims and serveto help sharpen critical-thinking skills. Chapter overviews Brief paragraphs summarize chapters up front in order to clarify how the research, theory, cases, and practical advice presented in each chapter tie together within the larger context of the book. Comparative tables Tables organize prior research findings and conceptual categories into organized rows and columns that make the concepts more accessible and concrete.
Synopsis
Rich in scholarly foundations combined with actual practice, Public Relations Online: Lasting Concepts for Changing Media connects the social and technological forces that are changing public relations. Using plain-talk discussion of theory and research, this book helps readers identify how lasting concepts for effective public relations can be applied in a changing media environment, and how a changing media environment affects the practice of effective public relations.