Title:
Fundamentals of public relations and marketing communications in Canada
Publication Date:
2015
Publication Information:
Edmonton, Alberta, Canada : Pica Pica Press, [2015]
©2015
Physical Description:
xiv, 520 pages : illustrations ; 23 cm
ISBN:
9781772120448
Abstract:
"Experts in public relations, marketing, and communications have created the most comprehensive textbook specifically for Canadian students and instructors. Logically organized to lead students from principles to their application--and generously supplemented with examples and case studies--the book features chapters on theory, history, law, ethics, research methods, planning, writing, marketing, advertising, media, and government relations, as well as digital, internal, and crisis communications. Chapters open with learning objectives and conclude with lists of key terms, review and discussion questions, activities, and recommended resources. Fundamentals of Public Relations and Marketing Communications in Canada will be essential in post-secondary classes and will serve as a valuable reference for established professionals and international communicators working in Canada" Provided by publisher.
Contents:
Unit one: The essentials. An overview of public relations in Canada -- A brief history of public relations in Canada -- Communications and marketing law in Canada -- Ethics: living your professional values -- Communications theory and application -- Unit two: Marketing. Marketing: an overview -- The changing world of marketing communications -- Research methods -- The communication plan -- Unit three: Elements of public relations and marketing communications. Writing for public relations -- Advertising: a primer for public relations -- Proactive media relations -- Digital communications -- Government relations -- Internal communications -- Crisis communications.
Language:
English
