EBOOK
About
Experts in public relations, marketing, and communications have created the most comprehensive textbook specifically for Canadian students and instructors. Logically organized to lead students from principles to their application-and generously supplemented with examples and case studies-the book features chapters on theory, history, law, ethics, research methods, planning, writing, marketing, advertising, media, and government relations, as well as digital, internal, and crisis communications. Chapters open with learning objectives and conclude with lists of key terms, review and discussion questions, activities, and recommended resources. Fundamentals of Public Relations and Marketing Communications in Canada will be essential in post-secondary classes and will serve as a valuable reference for established professionals and international communicators working in Canada. Foreword by Mike Coates.
Contributors: Colin Babiuk, Sandra L. Braun, Wendy Campbell, John E.C. Cooper, Marsha D'Angelo, Ange Frymire Fleming, Mark Hunter LaVigne, Danielle Lemon, Allison G. MacKenzie, Sheridan McVean, Charles Pitts, David Scholz, Jeff Scott, Charmane Sing, Amy Thurlow, Carolyne Van Der Meer, Ashleigh VanHouten, Cynthia Wrate, and Anthony R. Yue.
Sponsor: Hill + Knowlton Strategies Canada's most comprehensive textbook on public relations and marketing communications featuring 20 expert contributors. "It's a very strong textbook. I think it will be a great teaching tool and a valuable resource for all practitioners." Blair Peberdy, APR, FCPRS "Quite an achievement and much needed. It should be widely used in Canadian universities and colleges." Ira Basen, CBC Spin Cycles "If you're looking to change careers or just to know more about PR, this is the book for you. A great introduction, it outlines the practice in Canada concisely with great cases and examples. Definitely one for any PR student's bookshelf." Foreword, 53 figures, bibliography, notes, appendix, index, foreword Experts in public relations, marketing, and communications have created the most comprehensive textbook specifically for Canadian students and instructors. Logically organized to lead students from principles to their application-and generously supplemented with examples and case studies-the book features chapters on theory, history, law, ethics, research methods, planning, writing, marketing, advertising, media, and government relations, as well as digital, internal, and crisis communications. Chapters open with learning objectives and conclude with lists of key terms, review and discussion questions, activities, and recommended resources. Fundamentals of Public Relations and Marketing Communications in Canada will be essential in post-secondary classes and will serve as a valuable reference for established professionals and international communicators working in Canada.
Contributors: Colin Babiuk, Sandra Braun, Wendy Campbell, John E.C. Cooper, Marsha D'Angelo, Ange Frymire Fleming, Mark Hunter LaVigne, Danielle Lemon, Allison G. MacKenzie, Sheridan McVean, Charles Pitts, Dave Scholz, Jeff Scott, Charmane Sing, Amy Thurlow, Carolyne Van Der Meer, Ashleigh VanHouten, Cynthia Wrate, and Anthony R. Yue. Foreword
Acknowledgements
Introduction
UNIT ONE: THE ESSENTIALS
1 An Overview of Public Relations in Canada // Charles Pitts
2 A Brief History of Public Relations in Canada // Amy Thurlow and Anthony R. Yue
3 Communications and Marketing Law in Canada // Danielle Lemon and Charmane Sing
4 Ethics: Living Your Professional Values // Allison G. MacKenzie
5 Communications Theory and Application // Colin Babiuk
UNIT TWO: MARKETING
6 Marketing: An Overview // Ashleigh VanHouten
7 The Changing World of Marketing Communications // Marsha D'Angelo
8 Research Methods // David Scholz and Carolyne Van Der Meer
9 The Communications Plan // Ange Frymire Fleming
UNIT THREE: ELEMENTS OF PUBLIC RELATIONS AND
MARKETING COMMUNICATIONS
10 Writing for Public Relations // Sa
Contributors: Colin Babiuk, Sandra L. Braun, Wendy Campbell, John E.C. Cooper, Marsha D'Angelo, Ange Frymire Fleming, Mark Hunter LaVigne, Danielle Lemon, Allison G. MacKenzie, Sheridan McVean, Charles Pitts, David Scholz, Jeff Scott, Charmane Sing, Amy Thurlow, Carolyne Van Der Meer, Ashleigh VanHouten, Cynthia Wrate, and Anthony R. Yue.
Sponsor: Hill + Knowlton Strategies Canada's most comprehensive textbook on public relations and marketing communications featuring 20 expert contributors. "It's a very strong textbook. I think it will be a great teaching tool and a valuable resource for all practitioners." Blair Peberdy, APR, FCPRS "Quite an achievement and much needed. It should be widely used in Canadian universities and colleges." Ira Basen, CBC Spin Cycles "If you're looking to change careers or just to know more about PR, this is the book for you. A great introduction, it outlines the practice in Canada concisely with great cases and examples. Definitely one for any PR student's bookshelf." Foreword, 53 figures, bibliography, notes, appendix, index, foreword Experts in public relations, marketing, and communications have created the most comprehensive textbook specifically for Canadian students and instructors. Logically organized to lead students from principles to their application-and generously supplemented with examples and case studies-the book features chapters on theory, history, law, ethics, research methods, planning, writing, marketing, advertising, media, and government relations, as well as digital, internal, and crisis communications. Chapters open with learning objectives and conclude with lists of key terms, review and discussion questions, activities, and recommended resources. Fundamentals of Public Relations and Marketing Communications in Canada will be essential in post-secondary classes and will serve as a valuable reference for established professionals and international communicators working in Canada.
Contributors: Colin Babiuk, Sandra Braun, Wendy Campbell, John E.C. Cooper, Marsha D'Angelo, Ange Frymire Fleming, Mark Hunter LaVigne, Danielle Lemon, Allison G. MacKenzie, Sheridan McVean, Charles Pitts, Dave Scholz, Jeff Scott, Charmane Sing, Amy Thurlow, Carolyne Van Der Meer, Ashleigh VanHouten, Cynthia Wrate, and Anthony R. Yue. Foreword
Acknowledgements
Introduction
UNIT ONE: THE ESSENTIALS
1 An Overview of Public Relations in Canada // Charles Pitts
2 A Brief History of Public Relations in Canada // Amy Thurlow and Anthony R. Yue
3 Communications and Marketing Law in Canada // Danielle Lemon and Charmane Sing
4 Ethics: Living Your Professional Values // Allison G. MacKenzie
5 Communications Theory and Application // Colin Babiuk
UNIT TWO: MARKETING
6 Marketing: An Overview // Ashleigh VanHouten
7 The Changing World of Marketing Communications // Marsha D'Angelo
8 Research Methods // David Scholz and Carolyne Van Der Meer
9 The Communications Plan // Ange Frymire Fleming
UNIT THREE: ELEMENTS OF PUBLIC RELATIONS AND
MARKETING COMMUNICATIONS
10 Writing for Public Relations // Sa