Marketing public relations

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Language: English
Cover of the book Marketing public relations

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336 p. · 17.6x23.5 cm · Paperback
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.
  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
    
 

To view Gaetan's blog, please visit http://www.gianninimpr.com/mpr-the-blog.html

 

For undergraduate public relations, new media, and marketing courses.

The first text to teach public relations through the lens of marketing.

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.


The Classic and Cutting Edge Section.
Students need to have a frame of reference for discussion in order to better understand how the concepts work in context. A Classic and Cutting Edge section opens each chapter with details of a classic or new public relations campaign, illustrating for students the impact of the Marketing Public Relations (MPR) element highlighted in that chapter.

The Concept Case.
This running assignment takes students through the creation of a campaign that focuses on a fictitious company, The Falcon’s Lair. This Concept Case provides students with the opportunity to apply what they’ve learned continuously throughout the course. 

The Practice Portfolio.
Building chapter-by-chapter, the Practice Portfolio is a running case assignment that brings students through the creation of an MPR plan. After completing the Practice Portfolio, students will have a portfolio piece that demonstrates their understanding of MPR that they can show to future employers.

The MPR Tools in the Appe