THINK CURRENCY. THINK RELEVANCY. THINK PUBLIC RELATIONS. All text and figures have been revised for currency. Many of the photos have been updated with new images. All chapter-opening photos have been replaced. New topics include: Costa Concordia cruise disaster, Occupy Wall Street protests 2010 Census Results New data on Public Relations in China and India Updated information on public relations in Russia The SOPA/PIPA laws PERSONALIZE LEARNING WITH MYSEARCHLAB MySearchLab with eText can be packaged with this text. MySearchLab provides engaging experiences that personalize learning, and comes from a trusted partner with educational expertise and a deep commitment to helping students and instructors achieve their goals.
eText - Just like the printed text, you can highlight and add notes to the eText or download it to your iPad. Assessment - Chapter quizzes and flashcards offer immediate feedback and report directly to the gradebook. Writing and Research - A wide range of writing, grammar and research tools and access to a variety of academic journals, census data, Associated Press newsfeeds, and discipline-specific readings help you hone your writing and research skills. IMPROVE CRITICAL THINKING All PR Casebook feature material is new to this edition. New PR Casebook titles include: PR, Advertising, and Marketing Combine Forces to Change the Reputation of "Junk" Food My Summer as a New York Fashion Intern Lee advises Rockefeller and the Coal Industry Ogilvy and LG Team Up to Raise Technology Awareness through a Texting Championship Zumba and Komen Party in Pink to Support Breast Cancer Research "Don''t be That Guy" Campaign Fights Binge Drinking Handguns in America Free Silva Facebook Campaign Raises an Ethical Ruckus Reaching Emerging Youth and Male Audiences Saving the Arctic with Iconic Brand Mascots American Airlines Soars and Penn State Crashes Cars and Comedy Benefit Boys and Girls Clubs Happiness Ambassadors Lead Convergent Media Campaign for Coke Macy''s Strives to Activate Millennials Racing Sausages Win Fans'' Hearts USDA introduces New Food Plate for Nutrition WebRoots: Grassroots Public Relations Campaigns All the between-chapter Tactics readings have been replaced with new readings. Annotated articles include: "Seattle PR firm reveals efforts to free Amanda Knox," Puget Sound Business Journal "Stories Promoting Water District Can''t be Found," The Los Angeles Times "Of Lowe''s, ''All-American Muslim,'' and Facebook Home Page Improvement," Social Media Insider "PR Firms Turn London into the Capital of Reputation Laundering," The Guardian Weekly "Mexico Leans on PR to Lure Back Tourists," Advertising Age "Greenpeace versus Mattel: A Social Media Battle Over Rain Forests," The Los Angeles Times Blog New Social Media in Action features include: Beware of Bamboozling Blogger Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers Diversity Shows Up in Social Media Use Firms Tweet to Self-Promote Measuring Social Media Facebook Friends = Brain Power? Persuading Citizens to Join the U.S. Army Social Media and the BP Oil Spill Crisis Challenges Arise in Social Media RegulationA Comfortable Discussion or Too Much Information? YouTube Video Challenges Stereotype: Community Crafts its Own PSA On Campus and In the Kitchen Are You A Mayor? Making the Most of Social Networks Around the World LinkedIn as a Corporate Public Relations Tactic? Celebrities Thrive or Crash in 140 Characters Seeing the Light: Social Media in Politics Fostering Continuous Interaction among Donors through Social Media ENGAGE STUDENTS All Chapter Opening Cases are new to this edition except for the Chapter 1 Case, which was significantly updated.
New Chapter Opening Cases include: "Robust" and Increasingly Integrated The Advancement of Women Texting Program Reaches Out to Mothers Tapping Into Research Helps Ensure Success An Interesting Campaign for a "Most Interesting" Beer Going Green: Everybody''s Doing It Good Intentions Go Further With Smart PR Helping a Tyrant Burnish his Image Engaging Ethnic Audiences A Varied Campaign helps Slurpee Unite America Tweeting the Revolution Mr. Bubble Turns 50 with a Splash Bono: "PR Man" for the World''s Poor Netflix Announcements Draw Consumer Ire Internal and External Expectations Shape Tourism PR in Egypt Faith-Based Advocacy Comes of Age Nu Val and Nutrition Keys vs. The Food and Drug Administration.