Provide "CPR" to your organization, clients and employees with this comprehensive text on public relations writing, theory, research and most importantly, practice.

Complete Public Relations: Contemporary Practice provides groundbreaking instruction, helping readers: 

• learn effective planning strategies.
• develop persuasive writing skills.
• craft a variety of writing products.
• design effective publications such as newsletters, direct mail pieces, and brochures.
• manage legal and ethical responsibilities.
• master fundamentals of writing for the media.
• influence the court of public opinion.
• develop practical research tools to measure campaign success.
• learn to identify, segment, prioritize, and rank audiences.
• use advertising to control the message, audience, and channel. 
• measure social media effectiveness to ensure return on investment.
• forge public opinion through the use of objectives, strategies, and tactics.
• create and maintain positive organizational reputation. 
• convey messages to key audiences through special events.
• communicate effectively during a crisis.
• strategize ways to build a positive relationship with employees.