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Public Relations Online

Public Relations Online
Lasting Concepts for Changing Media

  • Tom Kelleher - University of Florida, Gainesville, USA, University of Hawaii at Manoa, USA

December 2006 | 184 pages | SAGE Publications, Inc

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.

Key Features:

  • Provides "Hands-Online" activities: Internet resource exercises challenge readers to apply concepts to their world in "real-time" on the day that they read the chapter.
  • Offers "Questionable Claims" boxes: Discussions present alternative perspectives on sometimes-over-hyped claims and serve to help sharpen critical-thinking skills.
  • Discusses computer systems and networks: Server-side and peer-to-peer technologies are introduced as models for understanding online public relations.
  • Focuses on how real people are using online media to communicate: Online public relations is more a matter of what people are doing with online media technologies than what these technologies are doing to people.

Intended Audience:

This text is designed for advanced undergraduate and graduate courses in Public Relations strategies and practices such as Public Relations Cases, Public Relations Management, Public Relations Strategy, and Public Relations Campaigns.

Preface and Overview
1. Interactive Public Relations
2. Systems Everywhere
3. Server-side Public Relations
4. Peer-to-peer Public Relations
5. Relationships
6. News-driven Relationships
7. Commerce-driven Relationships
8. Issue-driven Relationship
9. Managing Public Relations in “Real” Time
10. Applied Research & Evaluation

"College-level students of public relations will find it an important guide to the online media environment, and college-level courses in both public relations and media studies will find it suitable for assignment and classroom discussion."

The Bookwatch
The Business Shelf

The contents of this book are relevant to my course syllabus

Dr Memory Mabika
Communication and Applied Language Studies, University of Venda
March 19, 2023

It is a valuable book for my students, 1st year.

Professor Camelia Cmeciu
Faculty of Journalism and Communication Sciences, University of Bucharest
August 20, 2020

This book deals with the elemental and basic concepts of PR and new media. Good for those who are unfamiliar with the subject.

Mr Manuel Hernandez
Mass Communications , Wolverhampton University
June 17, 2013

Our course combines PR, Advertising and Marketing techniques, so this will not become a core text. However, it does offer some refreshing critical perspectives on digital PR activity and considers issues such as the embodiment of PR professionals, which is useful to students.

Dr Clea Bourne
Media and Communication, Goldsmiths College
May 25, 2013

Students want textbooks that demonstrate the latest trends in new media technology and this book provided up to date information to help them improve their online communication skills.

Dr Donyale Griffin Padgett
Communications Dept, Wayne State University
August 23, 2011
Key features
  •  "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 serve to 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.

Sage College Publishing

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