MTU Library Catalogue

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Marketing public relations : a marketer's approach to public relations and social media / Gaetan T. Giannini, Jr.

By: Giannini, Gaetan T [author].
Material type: materialTypeLabelBookPublisher: Upper Saddle River, N.J. : Prentice Hall, [2010]Copyright date: ©2010Description: xxi, 291 pages : color illustrations ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780136082996 (paperback); 0136082998 (paperback).Subject(s): Public relations | Marketing -- ManagementDDC classification: 659.2
Contents:
An introduction to marketing public relations -- Marketing public relations and the marketing communications mix -- MRP and the organization it serves -- The MPR framework - objectives, target, connectors, message, and measure -- About the media -- Non-media connectors and word-of-mouth -- Building a connectors list -- The press kit and press release -- Selling the story -- Social media -- Events -- Experts and interviews -- Crisis management -- Planning and measuring.

Enhanced descriptions from Syndetics:

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 recognises 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.

Includes bibliographical references and indexes.

An introduction to marketing public relations -- Marketing public relations and the marketing communications mix -- MRP and the organization it serves -- The MPR framework - objectives, target, connectors, message, and measure -- About the media -- Non-media connectors and word-of-mouth -- Building a connectors list -- The press kit and press release -- Selling the story -- Social media -- Events -- Experts and interviews -- Crisis management -- Planning and measuring.

CIT Module MMED 7013 - Core reading.