Fundamentals of Public Relations and Marketing Communications in Canada

Fundamentals of Public Relations and Marketing Communications in Canada

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.

Table des matières

Table des matières
Front cover 1
Title page 4
Copyright page 5
Dedication 6
Contents 8
Foreword | Mike Coates 10
Acknowledgements 12
Introduction 14
Unit 1: The Essentials 18
1 On Overview of Public Relations in Canada | Pitts 20
2 A Brief History of Public Relations in Canada | Thurlow & Yue 38
3 Communications and Marketing Law in Canada | Lemon & Sing 56
4 Ethics: Living Your Professional Values | MacKenzie 76
5 Communications Theory and Application | Babiuk 100
Unit 2: Marketing 126
6 Marketing: An Overview | VanHouten 128
7 The Changing World of Marketing Communications | D'Angelo 150
8 Research Methods | Scholz & Van Der Meer 172
9 The Communications Plan | Frymire Fleming 192
Unit 3: Elements of Public Relations and Marketing Communications 226
10 Writing for Public Relations | Braun 228
11 Advertising: A Primer for Public Relations | Wrate 276
12 Proactive Media Relations | Hunter LaVigne 300
13 Digital Communications | Scott 324
14 Government Relations | McVean 358
15 Internal Communications | Campbell 382
16 Crisis Communications | Cooper 418
Appendix A: Sample Communiations Plan 458
1. Template: Communications Plan for Government 460
2. Audience Analysis: Sidney Health Fair 462
3. Case Study: Arts Umbrella 468
Appendix B: Tips for Media Interviews 480
1. Interviews on Television 482
2. Interviews on Radio 483
3. Interviews for Print 483
4. B-Roll and Web Video Work 484
5. PR Photos 485
Glossary of Key Terms 488
Contributors 504
Index 510