• Summary
  • Contents
  • Subject index

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.

News-Driven Relationships
News-driven relationships

To many people, public relations is publicity, and they're right… sort of. Publicity is undeniably a very large part of public relations work—a point that will be underscored in this chapter. Public relations people must consider both push and pull strategies in engaging journalists and others in interactive, news-driven relationships. To be effective in online news operations, public relations practitioners design and manage online communications with journalistic values in mind.

Publicity in the Big Picture

The whole idea of publicity—getting news out—is sometimes seen as the primary task of public relations. Let's say a public relations practitioner e-mails a news release to a reporter who takes some of that word-processed information and pastes it into a news story, which is then published in a ...

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