Effective Public Relations: A Practical Approach, Second Edition

Many PR textbooks treat this important and exciting topic in such a dull fashion. Instructors tired of teaching the first course in Public Relations from over-written, stuffy, theory-laden textbooks that cost students far too much may be interested in Shelburne. This book is a hands-on learning tool written by a practitioner who's been teaching the course for fifteen years. "Here-it-is" and "this is how you do it" is the one-two punch Shelburne delivers. And it is appropriately fun! How will this text help you and your students? * Shelburne is short, snappy and sassy. The razor sharp writing goes right to the point and keep students engaged. Reviewers summarized Merry’s writing as “energetic” and “dead-on." * The work-text format is ideal for hands-on learning. This is a paperback that’s chock-full of exercises. Makes student assignments easy for you and engaging for your students. * Shelburne provides instructors and students a hassle free way to harness the web. The online chapter 18 covers the how-to’s of web PR and supplements with integrated web sites. * Shelburne’s style and approach is contemporary. Relevant examples are drawn from recent headlines--including President Clinton’s visit to the author’s school. An ongoing case highlights the ins and outs of daily PIO work.