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More money is spent on promoting a company and its products in below-the-line activities than on traditional advertising through press, poster, television and radio. Yet there are no books to tell marketing and advertising executives or students how to start. Author of the "Fundamentals and Practice of Marketing" and "The Fundamentals of Advertising", John Wilmshurst has drawn together key elements such as the various types of below-the-line activities (from sales promotion, and sales aids to me...

In this new edition Jim Dunn gives an updated, step-by-step guide to effective public relations. "There is no mystique surrounding good public relations," he says-but there are certain rules and steps to be taken in order to develop successful media relations.Jim Dunn uses almost 25 years' experience of both sides of the journalism/PR fence to provide valuable, practical advice-from the role of the PR officer to fees and costs and the effective use of PR on radio and television. It contains case...

A Wall Street Guidebook for Journalism and Strategic Communication provides media professionals with the savvy they need to navigate the world of finance and money. Intimidated by the numbers and math involved in the corporate world? This book is for you. Author Alecia Swasy, a former reporter at the Wall Street Journal, leads readers through case studies that provide real-world insight into how Wall Street operates and how to best approach the world of money and finance. Swasy breaks down esse...

In this first ever book on the public relations (PR) industry, Edward Bernays, the original public relations pioneer, brings us the best ways for the government and corporations to relate to the public. Crystallizing Public Opinion brings us the original basic principles behind the techniques that corporations have been using to influence the public for the past one hundred years. In his original text, Bernays highlights some of the history and techniques behind the, then new, public relations...

This practical two-volume set contains the fourth edition of Crisis Communications as well as the updated student workbook which accompanies it. The main text presents case studies of organizational, corporate, and individual crises, and analyzes the communication responses to these situations. The student workbook reviews the critical terminologies, processes, and skills needed for understanding and responding to crises. Together, these volumes are a valuable resource for students in crisis com...

Sound strategies for effective music publicity, critical to the success of any music career, are documented in this book, now fully updated.How do professional musicians get their pictures in the paper and their videos on the air? Good publicists know how to get media coverage to keep their clients in the public eye as well as in the minds of important industry figures. Tricks of the trade are revealed in this engaging, clearly written guide. Supported by interviews with professionals, the book...

For the introductory course in public relations, mass media, or in media ethics courses covering public relations, this supplementary guide is the only available book covering public relations ethics exclusively. Social responsibility as a unifying theme incorporates case-study documentation of real professional dilemmas and court decisions. Features: * Provides solid coverage of ethics within the context of public relations. * Appendices include reprints of codes of ethics developed by actual...