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Image of The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Wiley
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The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success

The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns.

Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you. * Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn * David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.

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Public Relations in Schools (5th Edition)

Pearson
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A contemporary and practice-based school public relations text that centers on the importance of communication, relationships, and technology.

 

Outfitting students with a wealth of practical, practice-based knowledge that they can take directly into the halls of their school, the new fifth edition of Public Relations in Schools has a fresh, contemporary focus on both how administrators can effectively communicate with the community and how building strong relationships with stakeholders can ultimately lead to overall school improvement. Through a blend of theoretical and tacit knowledge, this text offers students an in-depth guide to 1) how to successfully communicate with both internal and external school entities, 2) how to build and maintain positive and active relationships via social and political capital and 3) how to translate the value of these relationships into positive change within the school. While exploring these three central themes, the book emphasizes how new technologies can aid school success. At the same time, real-world case studies at the beginning of each chapter introduce readers to actual public relations issues and bring the material to life.

 

The revised fifth edition of Public Relations in Schools is updated with new materials and references throughout the text, including two new chapters – one on harnessing technology for your public relations needs and one on collecting, assessing, and applying public opinion. In addition, the new fifth edition text contains a matrix at the front of the book showing how content relates to ELCC/NCATE Standards ­­– the widely used criteria for administrator preparation and licensing.

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Image of Trust Me, I'm Lying: Confessions of a Media Manipulator

Trust Me, I'm Lying: Confessions of a Media Manipulator

Portfolio
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You've seen it all before. A malicious online rumor costs a company millions. A political sideshow derails the national news cycle and destroys a candidate. Some product or celebrity zooms from total obscurity to viral sensation. What you don't know is that someone is responsible for all this. Usually, someone like me. 

I'm a media manipulator. In a world where blogs control and distort the news, my job is to control blogs-as much as any one person can. 

In today's culture... 
1) Blogs like Gawker, Buzzfeed and the Huffington Post drive the media agenda. 
2) Bloggers are slaves to money, technology, and deadlines. 
3) Manipulators wield these levers to shape everything you read, see and watch-online and off. 

Why am I giving away these secrets? Because I'm tired of a world where blogs take indirect bribes, marketers help write the news, reckless journalists spread lies, and no one is accountable for any of it. I'm pulling back the curtain because I don't want anyone else to get blindsided. 

I'm going to explain exactly how the media really works. What you choose to do with this information is up to you.
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Image of Pitch Perfect: How to Say It Right the First Time, Every Time

Pitch Perfect: How to Say It Right the First Time, Every Time

HarperBusiness
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Media guru and Emmy Award-winning correspondent Bill McGowan—coach to some of the biggest names in business and entertainment, including Eli Manning, Kelly Clarkson, Jack Welch, Thomas Keller and Kenneth Cole teaches you how to get your message across and get what you want with pitch perfect communication.  He is also a trusted advisor in the C-suites of tech companies like, Facebook, Spotify, AirBnB, Dropbox and Salesforce.com.

Saying the right thing the right way can make the difference between sealing the deal or losing the account, getting a promotion, or getting a pink slip. It’s essential to be pitch perfect—to get the right message across to the right person at the right time. In Pitch Perfect, Bill McGowan shows you how to craft the right message and deliver it using the right language—both verbal and nonverbal.

Pitch Perfect teaches you how to overcome common communication pitfalls using McGowan’s simple Principles of Persuasion, which are highly effective and easy to learn, implement, and master. With Pitch Perfect you can harness the power of persuasion and have people not only listening closely to your every word but also remembering you long after you’ve left the room.

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Badass: Making Users Awesome

O'Reilly Media
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Note for ebook customers: The design and layout of this book play a key role in conveying the author's message. When creating the ebooks, we've tried to keep the look and feel of the print edition, but this means that not all e-reading devices will support the files. The EPUB format is optimized for iPad. The Mobi files are optimized for Kindle Fire tablets and phones and for Kindle reading apps.

Imagine you’re in a game with one objective: a bestselling product or service. The rules? No marketing budget, no PR stunts, and it must be sustainably successful. No short-term fads.

This is not a game of chance. It is a game of skill and strategy.

And it begins with a single question: given competing products of equal pricing, promotion, and perceived quality, why does one outsell the others?

The answer doesn’t live in the sustainably successful products or services. The answer lives in those who use them.

Our goal is to craft a strategy for creating successful users. And that strategy is full of surprising, counter-intuitive, and astonishingly simple techniques that don’t depend on a massive marketing or development budget. Techniques typically overlooked by even the most well-funded, well-staffed product teams.

Every role is a key player in this game. Product development, engineering, marketing, user experience, support—everyone on the team. Even if that team is a start-up of one. Armed with a surprisingly overlooked science and a unique POV, we can can reduce the role of luck. We can build sustainably successful products and services that rely not on unethical persuasive marketing tricks but on helping our users have deeper, richer experiences. Not just in the moments while they’re using our product but, more importantly, in the moments when they aren’t.

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Public Relations: Strategies and Tactics (11th Edition)

Pearson
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Clearly explains the basic concepts, strategies, and tactics of today’s public relations practice

 

Public Relations: Strategies and Tactics uses real-world case studies and examples to explain the basic concepts and theory behind modern public relations practice. This comprehensive text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. The writing is geared to undergraduates, and many colorful charts and photos are used to enhance major concepts.
 

MySearchLab is a part of the Wilcox/Cameron/Reber program. Research and writing tools, including access to academic journals, help students understand critical thinking in even greater depth. To provide students with flexibility, students can download the eText to a tablet using the free Pearson eText app.


 

ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products.

 

Packages

Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase.

 

Used or rental books

If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code.

 

Access codes

Access codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase.

 

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Image of Cutlip and Center's Effective Public Relations (11th Edition)

Cutlip and Center's Effective Public Relations (11th Edition)

Prentice Hall
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Cutlip & Center offers students the gold standard in public relations, providing the most up-to-date reference in the market.

This edition features several new chapters, examples, and information on how social media and globalization are shaping PR.
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Labor Relations and Collective Bargaining: Private and Public Sectors (10th Edition)

Prentice Hall
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Bring your best case to the table by putting theory into practice with this guide to labor relations, unions, and collective bargaining.

Labor Relations and Collective Bargaining: Cases, Practice, and Law
introduces readers to collective bargaining and labor relations. This text is concerned with application, as well as coverage of labor history, laws, and practices.
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Image of Strategic Writing: Multimedia Writing for Public Relations, Advertising, and More

Strategic Writing: Multimedia Writing for Public Relations, Advertising, and More

Routledge
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In its third edition, Strategic Writing emphasizes the strategic, goal-oriented mission of high-quality media and public relations writing with clear, concise instructions for more than 40 types of documents.

This multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication. Featuring a spiral binding, numerous examples and a user-friendly "recipe" approach, Strategic Writing is ideal for public relations writing classes that include documents from other disciplines.

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Image of The Practice of Public Relations (12th Edition)

The Practice of Public Relations (12th Edition)

Prentice Hall
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Pairing Fraser Seitel’s unique, humorous voice with the most up-to-date case studies, interviews, news photos, and other techniques, the Practice of Public Relations is truly an “in-your-face” Public Relations textbook.

The 12th edition continues the theme of giving readers the knowledge and skills they need to know to be successful in today’s world of public relations —including heavy emphasis on social media and ethics.
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