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Canadian Public Relations for the Real World, 2nd edition

Published by Pearson Canada (January 1, 2021) © 2022

  • Maryse Cardin
  • Kylie McMullan

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C$67.99

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For courses in Public Relations.

Think like PR professionals

Canadian PR for the Real World seeks to make students aware of and to help them appreciate not only the rich history of public relations in Canada, but also the great work that contemporary practitioners produce on behalf of their organizations and clients across the country every day. This textbook celebrates public relations in Canada. By introducing students to PR tactics and best practices, the authors teach students how to think like PR professionals and how to approach PR problems. It also helps them understand what qualities to develop in order to succeed and enter the field with confidence.

New and updated features of this title

  • As the world shifts to a greater reliance on digital media, it is appropriate that this text evolves as well. This second edition is the first fully digital version of Canadian Public Relations for the Real World. Instructors and students will find that, although the medium has changed, the content is fully consistent with prior editions.
  • New narrative Chapter Summaries provide an overview of the chapter's key points aligned with the Learning Objectives.
  • New Get Together! Learning Activities provide inclass team work activities in each chapter.
  • New Case Studies and Vignettes explore the PR work of Wild Goose Winery, Purdys Chocolatier, and the award-wining SickKids Vs campaign, among others.
  • New Practitioner Interviews provide insight from a variety of Canadian communications leaders.
  • Chapter 8 Digital and Social Media and Public Relations has been thoroughly updated and expanded, with more real-life examples and case studies, including examples of social media campaigns.
  1. Public Relations in Canada
  2. Influencing Public Opinion: The Foundation of PR Then and Now
  3. Corporate Social Responsibility, Cause PR, and Environmental PR
  4. The Public Relations Plan
  5. Writing for PR
  6. Media and Influencer Relations
  7. Media Training
  8. Digital and Social Media and Public Relations
  9. Internal Communications
  10. Event Management
  11. Issues Management and Crisis Communications
  12. Other Areas of PR Specialization

Maryse Cardin is a PR practitioner, university lecturer, and author. She has taught PR at Capilano University’s School of Communication, Simon Fraser University, and Kwantlen Polytechnic University. Before falling in love with teaching, she was the co-founder of the award-winning agency Turtle & Hare Creative. Maryse has worked on PR campaigns in Asia, Europe, and North America for a multitude of nonprofit and corporate clients. She lived for several years in Tokyo, where she worked for the Japanese partner of the Worldcom Group, a consortium of PR agencies worldwide. Maryse has a BA in journalism from Concordia University and has earned her master’s degree in Mass Communications from the University of Leicester. She also gives workshops on intrapersonal communications at www.selftalklove.com.

Kylie McMullan is an Instructor of Public Relations for Simon Fraser University’s Continuing Studies Certificate Program. Though she has a passion for teaching, Kylie also continues to practise public relations. Kylie has a strong background in public relations and marketing, stemming from her experience both client-side, at Johnson & Johnson and Nature’s Path Organic Foods, and in agency, working on accounts for clients such as Celestial Seasonings, Happy Planet Juice, Bootlegger, and Sandman Hotels. She also sat on the Board of the Vancouver Chapter of the Canadian Public Relations Society for four years and was the editor of their member newsletter. Kylie has a master’s of business administration from Simon Fraser University.

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