Marketing Public Relations, 1st edition

For undergraduate public relations, new media, and marketing courses.
The first text to teach public relations through the lens of marketing.
Marketing Public Relations breaks from the norm by presenting public relations using a marketing, rather than a communications studies or journalism, approach. This text recognizes the similarities between PR, word-of-mouth, and social networking media and creates a framework for constructing marketing strategies that incorporate these highly credible and cost-effective tools. Students will first learn the theory and then how to apply it in order to “do Marketing Public Relations” in the real world.

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For undergraduate public relations, new media, and marketing courses.
The first text to teach public relations through the lens of marketing.
Marketing Public Relations breaks from the norm by presenting public relations using a marketing, rather than a communications studies or journalism, approach. This text recognizes the similarities between PR, word-of-mouth, and social networking media and creates a framework for constructing marketing strategies that incorporate these highly credible and cost-effective tools. Students will first learn the theory and then how to apply it in order to “do Marketing Public Relations” in the real world.

The Classic and Cutting Edge Section. Students need to have a frame of reference for discussion in order to better understand how the concepts work in context. A Classic and Cutting Edge section opens each chapter with details of a classic or new public relations campaign, illustrating for students the impact of the Marketing Public Relations (MPR) element highlighted in that chapter.
The Concept Case.
This running assignment takes students through the creation of a campaign that focuses on a fictitious company, The Falcon’s Lair. This Concept Case provides students with the opportunity to apply what they’ve learned continuously throughout the course. 
The Practice Portfolio. Building chapter-by-chapter, the Practice Portfolio is a running case assignment that brings students through the creation of an MPR plan. After completing the Practice Portfolio, students will have a portfolio piece that demonstrates their understanding of MPR that they can show to future employers.
The MPR Tools in the Appendices.
The appendices found in this text allow students to see what innovative MPR tools are being used by companies today. Appendices on incorporating the use of blogs, RSS feeds, podcasts and other social media communities in the MPR mix, as well as creative ways to identify “pitch-worthy” story ideas, provide additional resources for using innovative tools in the practice of MPR.
The Capstone Assignment. The Capstone Assignment allows students, either individually or in teams, to create a plan and associated elements such as a connector list, press kit, pitch letter and more, which can also serve as an additional portfolio piece.