Public Relations Strategies and Tactics

(First Edition)
Edited by Kristie Byrum
©2019, 340 pages

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Public Relations Strategies and Tactics

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    Public Relations Strategies and Tactics addresses contemporary public relations approaches and equips students with knowledge and information about relevant theoretical frameworks and strategies for modern communication. The anthology features diverse viewpoints and carefully selected readings to offer students an understanding of public relations.

    This anthology lays out critical theories and definitions with select readings to introduce students to concepts in mass media, communication theory, and strategic communication. Additional sections explore subjects that encompass public relations planning and research, mass media channels, social media channels, and crisis communications. Students read selections about mass communication topics including ethics, copyright and trademark law, and persuasive writing. The anthology concludes by presenting readers with a compelling case study to demonstrate public relations in action.

    Public Relations Strategies and Tactics is an excellent resource for introductory courses in public relations, mass media, and communications.

    Kristie Byrum, Ph.D., APR, Fellow, PRSA, brings knowledge of both the “real world” and academia to students seeking a professional career. Byrum, a renowned entrepreneur and veteran business executive, shifted her emphasis to academia to share her knowledge with students and young professionals. Today, she is an associate professor in the Media and Journalism Department at Bloomsburg University of Pennsylvania. With a flair for bringing real world experiences to the classroom, Byrum has taught students in undergraduate, masters’ and doctoral levels. Byrum is an international communications scholar with decades of rich experiences as a professor, business executive, and journalist, working in various roles in marketing, consulting and entrepreneurism. Byrum is an awarded-winning strategic communications professional and honored member of the Public Relations Society of America’s College of Fellows. She actively works to advance strategic communication and its curricula on a global basis. She teaches courses in media law, public relations and mass communications research. She has presented her scholarly work in the United States, Norway, Switzerland, China, Canada, Greece, and Great Britain.
    Other Cognella titles by Kristie Byrum:

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